Building Ignite Reading’s Marketing Engine for Growth

Overview

I led Ignite Reading’s entire marketing function, connecting events, content, creative, positioning, go-to-market strategy, demand generation, account-based marketing, and marketing operations.

As Senior Director of Growth Marketing and the company’s senior marketing leader, I built and led a 14-person organization of employees and supporting contributors. My responsibility ran from setting the strategy and allocating investment to equipping the team to execute and measuring the commercial result.

The work connected a shift from tutoring to early literacy intervention with a defined ICP, stronger qualification, sales enablement, and a marketing infrastructure that made pipeline performance visible.

The business needed a clear connection between the value of early literacy intervention and the priorities of the districts it could best serve. That required customer research, a defined ICP, stakeholder-specific messaging, and a repeatable way to qualify demand.
The leadership challenge extended across the full marketing function: turn those decisions into coordinated content, campaigns, events, sales support, and customer communications, then show how the investment translated into pipeline and conversion.
Lead the full function, from strategy through execution.
Positioning and GTM: Led the shift from tutoring to early literacy intervention, defined the ICP, and built persona-level messaging that connected the offering to district priorities.
Content and creative: Directed the narrative across website messaging, campaigns, sales materials, video, testimonials, and research-led communications.
Demand generation and ABM: Implemented 6sense, a five-criteria ICP qualification gate, and intent-informed SDR outreach to focus effort on the accounts most aligned with the business.
Events: Built a tiered event investment and ROI framework, connecting field activity to audience fit, follow-up, and commercial accountability.
Marketing operations: Built HubSpot Enterprise workflows, lead scoring, attribution governance, and board-level pipeline reporting to connect investment with performance.
Sales and cross-functional execution: Equipped teams with persona messaging, competitive battlecards, buyer content, and RFP support. Partnered with Sales, Product, and CX on adoption, packaging, and the customer journey.
I led a 14-person organization of employees and supporting contributors, aligning priorities, resources, and execution across these disciplines.
Close rate increased from 20% to 57%.
The sales cycle shortened from 136 to 78 days, a 58-day reduction.
Marketing-qualified leads grew 4×.
Lead-to-meeting conversion improved 44%.
The team sustained a 50% RFP win rate.
These results reflect the integrated, cross-functional work led during my tenure as Senior Director of Growth Marketing.

$22.5M

Marketing-attributed revenue

13:1 ROAS

in first 90 days

4x MQL Increase

following the targeting and qualification rebuild

Build your growth engine

Industry

Edtech K-12

Results that stand out.

44% improvement in lead-to-meeting conversion
50% RFP win rate sustained with stronger sales and field enablement
Built 14-person marketing organization led across strategy, content, events, demand generation, creative, and operations

The work behind the numbers

A clearer position gave the team a story it could use. Qualification made the target customer actionable. Shared systems made the handoffs and outcomes visible.

That is the connection AMG brings to growth work: customer evidence that changes decisions, a strategy the team can execute, and measures that show whether it is working.