VP of Marketing & Growth Executive

Scaling B2B SaaS & AI:
0-to-1 & IPO Track Record

10+ years architecting GTM, PLG, and global brand engines for high-growth SaaS and AI companies. Former Head of Marketing for AI Enabler at Cast AI (2025) and Senior Lead at Semrush ($100M+ ARR through IPO).

View Portfolio
🎙️
Executive Audio Briefing
Synthetic Voice Preview · Growth & GTM Thesis
AUDIO OVERVIEW
1.0x
"My playbook combines developer-led PLG with high-impact global brand storytelling to drive predictable enterprise growth."
$100M+
ARR Scaled (Semrush IPO)
377%
YoY Payment Growth (GTM)
56,000+
Global Event Participants
0-to-1 AI
Cast AI Marketing Engine (2025)
Selected Work

Portfolio & Case Studies

Key campaigns, product launches, and visual project showcases with measurable business outcomes.

PLG + Sales-Assisted · AI Infra 2025

Cast AI — AI Enabler Product GTM

0-to-1 AI Product Launch · Cast AI (2025)

Cast AI — AI Enabler Product GTM

Head of Marketing, AI Enabler Product · Full Acquisition & Positioning Ownership
0 → 1
Acquisition Motion
+
100%
In-house messaging built from dev interviews
0-to-1
Full marketing funnel architecture
B2B AI
GPU / Infra Cost Optimization Positioning
What I Owned
  • Built user acquisition motion from scratch for new AI Enabler product
  • Formulated value proposition & messaging targeting AI Engineers & CTOs
  • Multi-channel campaign strategy aligning content, paid, and developer outreach
  • Direct alignment with product & engineering leadership on feature launch cadence
What Moved the Needle
  • Developer-first terminology generated higher trust and trial conversion than high-level ROI claims
  • Rapid iteration on landing page variants based on direct user session recordings
  • Focused targeting on high-compute AI teams yielded qualified pipeline
💡
Strategic Signal: In technical AI products, developers are the primary gatekeepers. Marketing must win their trust with precision before selling enterprise benefits to leadership.
Drum Awards Winner · B2B Category 2019–2020

Global Marketing Day — 24h Live Broadcast

Drum Awards Winner (B2B Category) · Semrush

Global Marketing Day — 24h Live Broadcast

Event Marketing Director · NYC Program Director · 24h Live · 3 Continents
56,000+
Participants (175 Countries)
+
56k+
Registered Participants
10M+
Campaign Reach
24 Hours
Live Streaming across NYC, London, Sydney
🏆 Winner
Drum Awards B2B Category
What I Owned
  • End-to-end conference strategy — 24h rolling broadcast format across US, EU, APAC
  • Multi-channel promotional strategy generating 10M+ reach across paid, organic, and PR
  • Speaker curation and partner co-marketing programs establishing Semrush as an industry authority
  • On-the-ground NYC Program Director for live broadcast execution
What Moved the Needle
  • University & partner distribution channels unlocked massive organic reach at near-zero CAC
  • Exclusive access for registered attendees created high conversion urgency
  • Live social amplification during peak timezone shifts sustained 24h engagement
💡
Strategic Signal: Large-scale events are brand and demand gen combined — provided promotional execution treats the event as a multi-month campaign rather than a single push.
Product Launch & Performance Video 2020–2021

Market Explorer — Product GTM & Video Strategy

Product GTM & Performance Strategy · Semrush

Market Explorer — Product GTM & Video Strategy

Sole Product Marketing Manager · Positioning, Video Strategy & Beta Validation
377%
YoY Payment Growth
+
377%
YoY Payment Increase
Top 5
Paid video became top-5 payment channel
84%
CTR increase MoM from creative iteration
What I Owned
  • Full GTM for newly created product — positioning, messaging, customer interview validation
  • Video marketing strategy that turned paid video into a top-5 customer acquisition channel
  • Produced 8 product videos across 3 tools, translating features into benefit stories
  • Continuous creative testing (format, hook, CTA) — became Semrush company-wide best practice
What Moved the Needle
  • Customer interview verbatim copy consistently outperformed internal marketing copy
  • Systematic creative testing over 6+ rounds compounded CTR gains
  • Secured feature coverage in major US trade publications generating qualified leads
💡
Strategic Signal: The best positioning comes directly from customer voice, not meeting rooms. How users describe their problem is always more convincing than corporate messaging.
Global Brand Campaign · Video Storytelling 2023

My Life My Terms — Global Brand Storytelling

Global Integrated Campaign · Semrush

My Life My Terms — Global Brand Storytelling

Global Campaign Lead · Creative Strategy, Production & Distribution
145%
NUMRR Target Exceeded
+
145%
NUMRR Target Exceeded
5.2M+
Multi-channel Video Views
140k+
Direct Landing Page Visits
What I Owned
  • Conceptualized and directed global brand narrative empowering digital marketers
  • Managed video production agency, scriptwriting, and post-production creative direction
  • Multi-platform paid & organic distribution strategy across YouTube, LinkedIn, Meta
What Moved the Needle
  • Emotional founder/marketer storytelling drove significantly higher brand recall
  • Integrated retargeting funnel converted brand viewers into product trial signups
💡
Strategic Signal: Lifestyle storytelling outperforms feature promotion at Attract stage — a finding that restructured how Semrush planned all subsequent global campaigns.
Tier 1 · Full Year · 7 Markets 2024

Make It Happen — Global Integrated Campaign

Tier 1 Global Campaign · Semrush

Make It Happen — Global Integrated Campaign

Lead Campaign Strategist · Multi-Market Execution
3x
LTV:CAC Efficiency
+
3x
Faster LTV:CAC Efficiency vs prior campaign
7
Key Global Markets Executed
#1
Product Hunt Product of the Day
What I Owned
  • Led multi-market integrated campaign across 7 key international markets
  • Coordinated localized creative assets, influencer partnerships, and performance ad funnels
  • Managed multi-million dollar annual budget with phased performance reallocation
What Moved the Needle
  • Phased rollout with gradual budget scaling allowed continuous creative optimization
  • Localized messaging resonated deeply in regional markets, driving 3x LTV:CAC efficiency
💡
Strategic Signal: Phased rollout + gradual budget increase is consistently more efficient than front-loading. This became the default investment model for Semrush Tier 1 campaigns.
First Umbrella Campaign · 6 Markets 2022

All Eyes On You — Global Brand Campaign

Global Umbrella Campaign · Semrush

All Eyes On You — Global Brand Campaign

Campaign Director · Brand & Performance Alignment
32%
Above Revenue Target
+
#1
Best performing campaign of 2022
32%
Above Revenue Target
6
Global Markets Localized
What I Owned
  • Designed Semrush's first global umbrella campaign aligning product, brand, and paid acquisition
  • Managed creative direction, video production, and cross-functional team execution
  • Built multi-stage retargeting funnel connecting brand awareness to trial conversion
What Moved the Needle
  • High-impact video creatives combined with interactive landing pages drove record engagement
  • Unified brand narrative boosted conversion across all sub-channels by 32%
💡
Strategic Signal: Unified umbrella branding creates compounding returns across all sub-campaigns and acquisition channels compared to fragmented product-only ads.
Brand System & Ops · 2022–2024 Ongoing

Rework & Brand System Optimization

Brand Operations & Design System · Semrush

Rework & Brand System Optimization

Brand Marketing Lead · Creative Operations & System Design
84%
CTR Increase MoM
+
84%
CTR Increase MoM
5 Days
Asset rollout time (down from 3 months)
Global
Implemented across all marketing squads
What I Owned
  • Overhauled brand asset production workflow and creative iteration frameworks
  • Established modular template system for high-velocity ad testing across global teams
  • Bridged brand design, copywriting, and performance marketing operations
What Moved the Needle
  • Reducing campaign asset production cycle from 3 months to 5 days enabled real-time trend hijacking
  • Systematic A/B creative testing unlocked 84% CTR increase MoM
💡
Strategic Signal: Creative ops velocity is a competitive advantage. Faster iteration loops lead directly to lower CAC and higher conversion rates.
Pilot · 6 Products · 10 Channels 2024

YES AI — AI Product Portfolio Launch

AI Portfolio GTM · Semrush

YES AI — AI Product Portfolio Launch

Product Growth Lead · Multi-Product AI Campaign
235%
Registrations vs Goal
+
235%
Registrations vs Goal
54%
Lower cost per registration than planned
6
AI Tools Launched Simultaneously
What I Owned
  • Coordinated multi-product AI launch campaign across 10 acquisition channels
  • Crafted unified AI messaging framework positioning 6 distinct tools as an integrated suite
  • Managed developer and creator community seeding strategy
What Moved the Needle
  • Bundled AI product positioning created higher perceived value and trial activation
  • Multi-channel seeding delivered 235% of registration goal at half the expected CAC
💡
Strategic Signal: Portfolio launch strategy creates stronger category authority than individual point-product launches when entering new technology spaces.
Revenue · No Paid Spend · Nov–Dec 2023 2023

Black Friday Global Revenue Engine

Global Revenue Campaign · Semrush

Black Friday Global Revenue Engine

Revenue & Growth Director · Lifecycle & Conversion Optimization
5x
Revenue vs Prior Year
+
5x
Revenue vs prior year
10x
Less paid spend required
461%
Total revenue surge over promotional window
What I Owned
  • Architected Black Friday lifecycle email, retargeting, and in-app promotion strategy
  • Optimized checkout flow, pricing tiering, and limited-time offer messaging
  • Led cross-functional alignment between growth, product, email, and BI teams
What Moved the Needle
  • Scarcity-driven email sequencing and personalized upgrade triggers delivered 5x revenue increase
  • Achieved record conversion with 10x lower paid spend through lifecycle optimization
💡
Strategic Signal: Existing user lifecycle optimization during high-intent seasonal windows yields dramatically higher ROI than broad cold acquisition.
Core Strengths

Executive Capabilities

Strategic frameworks and execution disciplines built over 10+ years.

🚀

GTM & Product Launches

Positioning, messaging, beta customer validation, and cross-functional launch alignment from 0-to-1 through global scale.

🌐

Global Integrated Campaigns

Multi-channel campaign execution across US, EU, and APAC. Award-winning event engines generating 10M+ organic reach.

📈

PLG & Sales-Assisted Growth

Optimizing free-to-paid product activation, PQL scoring, and seamless sales-assisted lead routing for enterprise deals.

🎯

Demand Generation & Performance

Full-funnel customer acquisition, paid video creative testing (+84% CTR gains), and multi-touch attribution.

🤝

Partnerships & Ecosystem

Co-marketing partnerships, developer community engagement, and university programs driving low-CAC organic acquisition.

👑

Executive Leadership & Team Building

Recruiting, mentoring, and leading high-performing PMM, growth, event, and brand teams across international hubs.

Career Track & CV

Professional Experience & Leadership

10+ years scaling SaaS & AI startups to global market leaders.

Jul 2025 – Mar 2026

Cast AI

Head of Marketing, AI Enabler

Led go-to-market strategy and user acquisition from scratch for new AI infrastructure product. Positioned GPU cost optimization capabilities for technical decision makers.

Jan 2022 - Jun 2025

Semrush

Sr. Marketing Lead, Global Campaigns, Brand Marketing

Directed global brand and tier 1 campaigns including "Make It" and "All Eyes On You", driving millions in new MRR. Revamped product focused content across the customer journey map.

Jul 2020 - Dec 2021

Semrush

Product Marketing Manager, Market Research Unit

Led go-to-market strategy and positioning for Market Explorer and Traffic Analytics. Turned paid video into a top-5 payment-driving channel.

Aug 2019 - Jun 2020

Semrush

Event Marketing Director, Global Marketing Day conference

Directed the world’s first 24-hour online conference with LIVE broadcasting from 3 continents. Winner 2020 The Drum Marketing Awards.

Jan 2018 - Jul 2019

Semrush

Global Marketing Manager, Content & Partnerships

Led content marketing promotion and partnerships, driving millions of reach and launching new acquisition channels via Native Ads.

Nov 2014 - Dec 2017

Semrush

Regional Marketing Specialist

Supported regional marketing efforts, scaling early growth stages.