12+ years across integrated campaigns, partnerships, product marketing and GTM in B2B SaaS and AI.
I translate campaign direction into coordinated programs across creative, channels, markets, partners and internal teams.
I adapt campaigns across languages, regions and customer segments while keeping the core idea consistent.
I manage agencies, production workflows, partner commitments and cross-functional dependencies from planning through launch.
I work across both brand and business metrics: from reach and engagement to signups, trials, revenue and usage.
Moving a B2B SaaS brand beyond product features into a more human story.
Semrush is part of marketers’ working lives. This campaign explored whether the brand could connect with them in a more personal context while still delivering commercially.
The story centered on Gaby, a real Semrush customer, with the product playing a supporting role. Instead of focusing on software functionality, the campaign connected work with what it enables outside work.
My ownership: I helped shape the campaign approach, briefed and managed the external creative agency, and guided the work from creative development through activation across internal teams and channels.
Activating one global campaign platform across markets, audiences, and channels.
“Make It” was built around a simple idea: success means something different to everyone, and Semrush can help people make their version of it happen.
The challenge was making the same platform work at scale. The same platform needed to work across different audiences, seven languages, paid and organic channels, creators and regional teams, while driving revenue.
My ownership: global activation strategy, market and channel planning, creative rollout, regional alignment, campaign reviews and in-flight optimization.
The platform also extended into employer brand, where the HR Brand team adapted “Make It” into what its internal report described as its most successful campaign.
Bringing six new AI features under one narrative.
Semrush had six new AI-powered features launching within the same period. Promoting technical AI capabilities separately risked diluting attention and creating repetitive launches.
We brought the features under one “Yes, AI Can” message, giving the campaign one narrative while allowing each capability to retain its own use case.
I built the integrated launch plan, brought six product stories under one structure, and coordinated 15 teams as release dates kept shifting.
A 24-hour live marketing conference across three continents
Semrush wanted to reach marketers across major markets without the limits of a traditional conference: location, capacity and time. Global Marketing Day connected four live studios – Sydney, London, New York and Los Angeles – into one continuous 24-hour broadcast.
As part of the small core team in 2019, I led partnerships and audience acquisition. I managed partner relationships and promotional commitments, oversaw partner and audience-facing assets, and coordinated teams driving registrations.
On the day, I served as Program Director for the New York broadcast.
The event returned in 2023; I supported audience acquisition and promotion and served as Program Director for the Dubai studio.
Building the early commercial motion for AI Enabler.
A new AI product, separate from CAST AI’s core business, needed an early GTM and self-serve motion from scratch.
I worked across positioning, acquisition experiments, onboarding, activation tracking, and sales follow-up.
Scaling a US co-marketing pilot into a multi-market program
An initial North American co-marketing program had proven demand. I owned the partnership on the Semrush side, then proposed and helped scale the model into additional markets and languages across Europe and LATAM.
My ownership: Contract coordination, partner commitments, asset delivery, promotion, cross-company coordination and the international expansion plan.
I’ve spent 12+ years in B2B SaaS across global campaigns, product marketing, partnerships, events and GTM.
At Semrush, my work ranged from international expansion and product launches to global campaigns, partnerships and large-scale activations. Most recently, at CAST AI, I built the early GTM and self-serve motion for a new AI product.
Much of my work has involved something new for the business: a new market, campaign model, partnership, product or format, and figuring out how to make it work in practice.
