Allentown, PA, USA

Jen W.

I help growth-stage B2B SaaS & Professional Services companies build or fix the systems, workflows, and teams to drive revenue growth.

I help B2B professional services firms and SaaS companies build marketing systems that support sustainable growth. With more than 20 years of experience leading marketing, go-to-market strategy, and marketing operations, I step into organizations that have outgrown their current processes or need experienced leadership without the commitment of a full-time executive.

My work goes beyond campaigns. I identify the operational bottlenecks that slow growth, whether that's disconnected marketing and sales teams, inefficient workflows, unclear reporting, underperforming technology, or inconsistent execution. Then I build the systems, processes, and accountability needed to create a scalable revenue engine.

Throughout my career, I've delivered measurable results, including a 114% increase in MQLs, an 81% reduction in cost per click, $28.8M in net new revenue, and $1M in revenue from a targeted go-to-market strategy. Just as importantly, I leave organizations with stronger teams, better visibility, and marketing functions built to scale long after my engagement ends.

Available for fractional marketing leadership, transformation projects, and strategic advisory engagements.

Hire Jen

Consumer Electronics Leadership Training Marketing Sales Management Coaching Sales Management

Testimonials

Jen is exceptionally knowledgeable, skilled, and effective at marketing strategy and optimization. Her deep experience in both sales and marketing is her superpower. She's also a highly capable and collaborative leader who genuinely cares about people and empowers and inspires them to deliver their best work. She understands how to make best use of talent to drive measurable results. I highly recommend Jen if you need help identifying problems and turning marketing into a powerful growth engine.

Becky TumildolskySenior Leader, Market Engagement & Communication, Benchmark Gensuite

Work

New Vertical GTM — $1M Pipeline

New Vertical 1M Revenue Case Study.pdf

I developed and led the go-to-market strategy to enter a new industry vertical for a global B2B SaaS company. I defined the target market, reframed the product positioning for that audience, and built a coordinated GTM plan—connecting positioning, content, demand generation, and sales enablement while aligning marketing and sales and iterating on feedback. The initiative generated $1M in new customer pipeline and converted the new vertical into paying customers.

Marketing Leadership Marketing Strategy Marketing Plan Marketing Activation Marketing Funnel

Weekly Marketing Performance Review — Fractional CMO sample

Jen-Weaver-Fractional-CMO-Weekly-Marketing-Review.pdf

I produced an illustrative weekly marketing performance review used to demonstrate my Fractional CMO methodology. I analyzed channel-level signals (for example, CEO LinkedIn POV posts showing 2.4x average engagement and organic traffic trends), translated insights into specific decisions—double down on CEO POV content, reduce low-value company posting, fix conversion on top traffic pages, and test short-form executive video—and defined measurable tests and team priorities to validate those choices. The deliverable focused the team on improving yield from existing content and converting existing traffic before driving new volume.

Fractional Leadership Marketing Reporting

HubSpot Revenue Engine — Enterprise SaaS

Case Study - Building a Revenue Engine with HubSpot.pdf

As Global Director of Marketing & Demand Generation I designed the full-funnel architecture, implemented HubSpot Marketing Hub, and aligned Sales Hub to a single shared lifecycle. I built lifecycle mapping, lead scoring and routing, persona-based nurture tracks, human-plus-automated follow-up, governance rules, and reporting to connect marketing, Business Development, and Sales. The connected system produced a repeatable enterprise demand-generation engine and delivered a 50% increase in product demonstrations, 114% more marketing-qualified leads, and an 81% reduction in paid-search CPC.

HubSpot CRM Strategy CRM Implementation CRM Administration CRM Automation

Global Marketing Operating System

Building the Marketing Infrastructure for Growth.pdf

As Global Director of Marketing & Demand Generation I created and standardized a marketing operating system that turned day‑to‑day execution into documented, repeatable workflows across demand generation, content, creative, events, product marketing, and regional teams. I defined ownership, handoffs, approval points, asset governance, and reusable templates, and connected HubSpot, Monday.com, Brandfolder, and Adobe Illustrator so source and final files stayed linked. The playbook captured workflows (e.g., social planner steps and a collateral lifecycle), established regional coordination for UK, Mexico, and India, and reduced reliance on tribal knowledge to make programs easier to deliver consistently.

Marketing Marketing Operations Marketing Leadership

Experience

Jan 2026 — Present

Nine Lives Marketing

Fractional Vice President of Marketing

Nine Lives Marketing is a fractional marketing leadership practice that stabilizes and rebuilds underperforming B2B marketing functions by aligning CRM, automation, reporting, and workflows so marketing and sales operate as one revenue-generating system.

Aug 2023 — Jan 2026

First Commonwealth Federal Credit Union

VP Marketing & Corporate Communications

Led enterprise marketing transformation, aligning strategy, execution, and operations to drive growth and improve marketing effectiveness.
Rebuilt marketing operating model using Agile frameworks, reducing campaign speed-to-market by 50% and enabling the organization to exceed growth targets by 41%.
Designed and executed demand generation and digital acquisition strategies that increased new customer growth by 2.8%, generating $28.8M in net new revenue.
Established structured marketing systems across campaign planning, execution, and performance tracking to improve visibility, accountability, and results.
Aligned marketing strategy with business objectives, ensuring all programs directly supported growth, acquisition, and engagement goals.
Built and led a cross-functional team (Content, Design, Digital, Communications), implementing performance management and coaching that resulted in internal promotions and team stability.
Optimized a multi-million-dollar budget through vendor consolidation and performance management, improving output while reducing inefficiencies.
Built Corporate Communications function from the ground up, creating a centralized internal and external messaging platform that drove 541K content views and 11K+ engagements.
Led enterprise brand repositioning (“Small-minded Banking”), strengthening differentiation and earning two national Diamond Awards (2024).
Managed 35+ external partners across agencies, media, and technology, improving performance and ROI through structured oversight.

Aug 2023 — Aug 2024

First Commonwealth Federal Credit Union

Assistant Vice President of Marketing and Member Communications

Led enterprise marketing transformation—rebuilt the operating model using Agile frameworks to cut campaign speed‑to‑market by 50%.
Designed and executed demand generation and digital acquisition programs that increased new customer growth by 2.8%, generating $28.8M in net new revenue.
Established structured campaign planning, execution, and performance tracking to improve visibility, accountability, and ROI.
Built the Corporate Communications function from scratch, centralizing message platform and driving ~541K content views and 11K+ engagements.
Owned brand repositioning (“Small‑minded Banking”) and partner management (35+ external partners), earning two national Diamond Awards (2024).

Oct 2021 — Feb 2023

Benchmark Gensuite®

Global Director Marketing & Demand Generation

Built and scaled a global B2B SaaS marketing engine to drive pipeline growth and improve channel performance.
Increased marketing-qualified leads (MQLs) by 114% by optimizing demand generation strategy, channel mix, and campaign execution.
Reduced paid search cost-per-click by 81% while increasing lead volume, improving efficiency and return on spend.
Designed segmentation and targeting strategies across 65+ products to improve lead quality and conversion. HubSpot Admin.
Executed go-to-market strategy for a new market segment, generating $1M in new revenue.
Increased product demos by 50% year-over-year, strengthening pipeline velocity and sales engagement.
Partnered with Sales and Customer Experience teams to align marketing output with pipeline needs and revenue targets.
Led a 17-person global marketing and creative team, building scalable processes and improving execution consistency.
Managed multi-million-dollar budget across digital, brand, and performance marketing programs.

Nov 2020 — Oct 2021

Finvi

Segment Marketing Director / Product Marketing

Led marketing and product marketing strategy for enterprise SaaS offerings, focusing on pipeline generation and market positioning.
Generated $60M+ in sales pipeline across two core market segments through targeted campaigns and positioning.
Increased pipeline by 44% by refining segmentation, messaging, and campaign execution.
Translated product strategy into go-to-market execution, supporting launches and improving market adoption.
Led product marketing, including competitive positioning, messaging development, and sales enablement.
Partnered with Sales to align lead generation with pipeline and revenue goals. Salesforce/Pardot User.
(Formerly Ontario Systems)

Jen W.

I help growth-stage B2B SaaS & Professional Services companies build or fix the systems, workflows, and teams to drive revenue growth.

Testimonials