Kevin Potts

Expertise

Strategy

• Building complete marketing function from greenfield
• Taking companies from "scale" to "exit"
• Aligning demand and pipeline projections with growth strategy
• Competitive analysis and market differentiation

Team Leadership

• Hiring and managing across all marketing disciplines
• Coaching and mentorship
• Aligning geo-distributed 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 guidleines, brand standards, production guides
• Logo and identity design

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
• Google Analytics, Unami, Matomo
• Semrush, SEOmoz
• Frontend: CSS, HTML, JavaScript (+ jQuery, Bootstrap, etc)
• Zapier for automation and integration

Outcomes

Work History