Jen W.

Experience

• 

  Nine Lives Marketing

  Fractional Vice President of Marketing

  Jan 2026 - Present

  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.

• 

  First Commonwealth Federal Credit Union

  VP Marketing & Corporate Communications

  Aug 2023 - Jan 2026

  • 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.
• 

  First Commonwealth Federal Credit Union

  Assistant Vice President of Marketing and Member Communications

  Aug 2023 - Aug 2024

  • 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).
• 

  Benchmark Gensuite®

  Global Director Marketing & Demand Generation

  Oct 2021 - Feb 2023

  • 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.
• 

  Finvi

  Segment Marketing Director / Product Marketing

  Nov 2020 - Oct 2021

  • 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)