Kevin Potts
Marketing Leader
I am a brand-focused, demand-centric marketing leader working in international enterprise software. My experience crosses many industries: pharma and biotech, healthcare, higher education, government, commercial, and more. My mission is to increase the value of companies while building incredible team cultures.
Expertise
Strategy
- Building a holistic marketing function from greenfield
- Taking companies from “scale” to “exit”
- Aligning demand and pipeline projections with growth strategy
- Competitive analysis and market differentiation
- Globalizing marketing across languages and geographies
Team Leadership
- Hiring and managing across all marketing disciplines
- Coaching, mentorship, goal-setting, and career development
- Aligning geo-distributed and culturally diverse teams
Brand and Creative Strategy
- Brand workshops, planning, and strategic direction
- Holistic rebrandings, from strategy to execution
- Executive creative direction over design and copy
- Brand awareness measurement (surveys, proprietary algorithms)
- Voice/tone guidelines, brand standards, production guides
- Logo and identity design
- Agency (creative and technical) selection and management
Product Marketing
- Product naming, messaging, positioning, pricing, and GTM strategy
- Launch coordination and campaign planning
- Sales enablement: pitch decks, industry/product training, collateral
- ICP and persona development
- Establishing thought leadership within target communities
- Campaign execution, from ideation to ROI
- Analyst relations: inquiries, briefings, research
Digital Marketing
- Web strategy: IA, UX, l10n
- Content strategy and editorial planning
- Email and newsletter marketing
- Keyword discovery, SEO content, technical SEO, SEM management
- Social strategy and digital community building
- Paid advertising and performance marketing
Lead Management
- SOP creation: defining stages, qualification standards, handoff
- Business development training, sequence creation, coaching
- Merging marketing ops and rev ops for reporting integrity
- Dashboards, analytics, KPI reporting
Tech Stack
- CMS fluency: HubSpot, Kirby, Textpattern, Wordpress, AEM
- CRM experience (including integrations): Microsoft Dynamics, Salesforce, Zoho
- Google Analytics, Unami, Matomo
- Semrush, SEOmoz
- CSS, HTML, JavaScript (+ jQuery, Bootstrap, and other frameworks and libraries)
- Zapier for automation and integration
Outcomes
MQL growth across a four-year period. These are real results within highly exacting qualification standards. This is hundreds of millions in pipeline.
59%
12-month growth of organic search impressions and traffic.
166%
YoY growth in Sales Qualified Leads from key industry events.
3.7×
Global lead-to-MQL conversion improvement across all campaigns.
Work History
SVP of Marketing Softdocs (Remote) 2024—2025
Brand and demand marketing for a “Rule of 40” SaaS leader in education and government.
VP of Marketing ValGenesis (Remote / Lisbon, PT) 2021—2024
Global demand and product marketing for a software leader in life sciences.
CMO DocuWare (Munich, DE) 2017—2021
Global marketing for channel-driven ECM company. Acquired by Ricoh.
Brand Director Oracle (Remote / Redwood City, CA) 2016—2017
Brand strategy and messaging for the master brand of Oracle.
Senior Director of Marketing Lexmark (Remote / Lexington, KY) 2013—2016
Leader of all brand and web marketing for $4b category leader.
Senior Brand Strategist Lexmark (Remote / Lexington, KY) 2012—2013
Brand leader during critical transformation from hardware to software and services.
Creative Director Perceptive Software (Shawnee, KS) 2006—2012
Oversaw the total brand output of an ECM category leader. Acquired by Lexmark.
Industry Experience
Life Sciences
Healthcare
Education
Commercial
Technical Skills
Ride or Die
Better Than Most
Pretty Good
Languages
Native Fluency
Basic Conversational
Translation Experience