increase in average quarterly marketing-sourced pipeline after the OpenText and Micro Focus demand integration, FY24 to FY25
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Growth, Revenue & Transformation Marketing Executive
I build the growth systems leaders can see, trust, and run.
Growth and transformation leadership for B2B technology companies that need Marketing to take accountability for growth, integrate an acquisition, or build the operating model required to scale.
Most recently: Senior Vice President at OpenText, where my remit expanded from global demand generation to an integrated marketing organization of approximately 200 employees and contractors across nine business units. I brought demand generation, field and partner marketing, digital, web, lifecycle, analytics, and marketing operations together around shared growth priorities, accountable pipeline creation, and measurable performance.
Selected business impact
Evidence across multiple levels.
Documented employer outcomes showing how the work scaled from focused programs and business units to enterprise-wide leadership.
Enterprise scale
in pipeline and $10.70 in sales-win revenue per marketing dollar
in quarterly marketing-created pipeline, at 112% of plan and 32% year-over-year growth, while Marketing contributed 42% of company pipeline
Business-unit and program scale
in Watson Supply Chain marketing-sourced wins, representing 39% marketing contribution
validated-lead-revenue objective achieved by the Smarter Risk Summit for financial-services audiences
Rational User Group members, grown from approximately 500 over two years through customer-community programs
Where I fit best
The mandate matters more than the title.
CMO, SVP, or VP Marketing
I build strategy, take accountability for Marketing's contribution to growth, and build or rebuild the organization and operating system that delivers it. The right fit can be a focused growth-stage company or a global enterprise facing one of these situations.
The growth engine needs to be built or rebuilt
Moving beyond founder-led execution or an operating model that has stopped scaling requires clearer focus, accountable systems, and tighter alignment across Marketing, Sales, Finance, and Product.
An acquisition has to work
Teams, coverage, technology, data, and operating practices must come together while the business keeps delivering.
Marketing has to prove its math
Leaders need a credible view of pipeline, sales-win revenue, efficiency, and the decisions that improve performance.
Technology has to create an advantage
Leaders need someone who sees what emerging technology makes possible, tests it early, and turns the useful parts into greater efficiency, better decisions, and stronger experiences.
Signature work
How I think.
How I lead. How I deliver.
Two ways into the work: the operating ideas and leadership choices behind the decisions, followed by examples of those ideas put into practice.
01
Growth systems and leadership judgment
Start with how I approach the work.
Integrated growth system · Perspective
How I build an integrated demand engine
How I connect business priorities, account choice, customer journeys, Sales partnership, measurement, investment, and organization design.
Read the integrated demand perspective →Event portfolio strategy · Perspective
Give every event a job
A practical approach to choosing and measuring webinars, workshops, roadshows, conferences, sponsorships, and executive experiences.
Read the event portfolio perspective →Investment judgment · OpenText
Make decisions before every answer is clear
Two examples of reallocating portfolio investment and adjusting channel mix while continuing to test the evidence.
Read the investment decisions story →Commercial judgment · OpenText
Look beneath a healthy total
How I helped the business move beyond aggregate pipeline, diagnose the wider revenue system, and change course while there was still time.
Read the commercial judgment story →Account strategy and ABM · IBM
Turn account lists into growth
How Sales and Marketing came together around governed account priorities, differentiated motions, and commercial progress.
Read the account strategy story →Organization design · OpenText
An org chart does not make a team
How structural clarity, honest feedback, personal connection, and visible follow-through helped a distributed organization navigate repeated change.
Read the organization story →02
Transformation in practice
See how the thinking became action.
GTM transformation & integration · OpenText
Unified two GTM organizations
Co-designed and led the combined OpenText and Micro Focus demand organization while Sales remained separate, integrating teams, coverage, planning, reporting, and technology.
Read the integration case study →Company, portfolio & digital transformation · OpenText
Rebuilt the digital front door
Connected company and product decisions to the redevelopment of more than 150 product pages and the channels, systems, and measurement required to carry the transformation into market.
Read the Project KIS case study →Enterprise AI activation & commercialization · OpenText
Activated OpenText Aviator
Participated in the cross-functional leadership effort and led the teams that activated the shared AI identity across web, events, campaigns, digital, field, partners, account motions, and performance reporting.
Read the Aviator case study →Executive decisions & accountability · OpenText
Built Beacon
Replaced macro-heavy Excel reporting with a branded Power BI environment of more than 23 reports used across Marketing, Sales cadences, and executive and Board preparation.
Read the Beacon case study →Positioning, market identity & GTM · IBM
Relaunched IBM Sterling
Led the integrated GTM activation of IBM’s decision to reintroduce Sterling as the primary market identity. The work connected seller readiness, web, campaigns, events, field, and partners. Homepage traffic rose 102% in launch week; social reach hit 1.5M.
Read the IBM Sterling case study →Emerging-technology launch & adoption · IBM
Commercialized Watson Analytics
Led integrated campaign management for IBM Watson Analytics, reaching 35,500 users against a 10,000-user goal, with 80% activation versus a 30% benchmark.
Read the Watson Analytics case study →Career progression
Built from the work up.
Founder, Miranda Rise
Building practical AI-enabled decision systems and offering a fixed-scope Growth System Diagnostic for B2B technology leadership teams, while pursuing the next full-time senior marketing leadership role.
6sense Executive Customer Advisory Board
Advised product leadership on account-based forecasting and roadmap priorities.
OpenText
Senior Vice President and Vice President leadership. The remit grew from campaigns and digital across five business units to an approximately 200-person integrated growth organization across nine, spanning demand, marketing operations, web, analytics, martech, field, partner, and enterprise security marketing.
Director, Campaign Management · IBM AI Applications
Designed an ABM framework spanning 6,005 global accounts and established portfolio reviews linking campaign performance, lead quality, forecasts, and executive action; priority-offering pipeline grew 142% to $185.3M.
Director, Demand Generation & Performance Marketing · IBM Watson Customer Engagement & IBM Sterling
Led worldwide demand generation and performance marketing for a $1.4B supply-chain, order-management, commerce, and B2B-integration business; marketing-generated revenue grew 26%. Led the integrated GTM activation supporting IBM’s decision to reintroduce Sterling as the primary market identity.
Senior Program Director, Campaigns, Web, and Events · IBM Watson Customer Engagement
Unified 16 campaign professionals across Watson Marketing, Commerce, and Supply Chain into one operating model, reducing cost per opportunity 9% while connecting web, events, automation, and digital experience to pipeline priorities.
Program Director, Campaign Manager & Events · IBM Analytics Solutions & Watson Financial Services
Led campaigns and executive events across 50+ countries. Watson Analytics reached 35,500 users in three months with 80% activation, and an agile marketing pilot achieved 160% of its revenue target.
Team Lead, Campaign Management · IBM Business Analytics
Led worldwide campaign management, analytics, digital programs, and regional execution. Advanced Smarter Risk market education for financial-services audiences; the Smarter Risk Summit achieved its $2M validated-lead-revenue objective.
Global Marketing Roles · IBM Rational Software
Progressed through Worldwide Associate Marketing Manager, Field Relations & Events; Worldwide Associate Marketing Manager, Customer Relations; Worldwide Marketing Manager, Business Partner Enablement; and Worldwide Marketing Manager, Demand Generation. Grew user-group participation 900%, partner-conference attendance 61%, and regional pipeline by $52M and $42M.
FairMarket
Enterprise e-commerce implementation, sales engineering, demonstrations, and technical-to-commercial translation.
Bentley University
Bachelor of Science in Marketing with a minor in Computer Science. That foundation helps me connect market strategy, technology, data, and execution.
Leadership, experienced by others
Results built through
relationships.
Forty-nine LinkedIn recommendations from managers, peers, sales and agency partners, and people I led show a consistent pattern: relationships helped move the work.
Transformation at enterprise scale“Joe drove an impactful marketing transformation, steering OpenText marketing through its largest-ever acquisition and building scalable sales and marketing reporting that became the true single source of truth for the metrics that mattered most.”
RVP Marketing, US & Europe · OpenTextChetan Yardi ↗
Growth, pipeline, and sales partnership“As a sales executive, Joe is the type of marketer you want in charge of building pipe. He collaborates. He hides marketing's complexity for you. He has empathy for the front lines.”
VP of Sales, Watson Commerce and Watson Marketing · IBMRussell Scherwin ↗
Current work and perspective
Hands-on with AI.
Grounded in the work.
Go deeper into how I think, what I build, and how I connect technology with growth and organizational judgment.
AI-enabled operating systems
What I am building with AI
Hands-on systems connecting knowledge, relationships, decisions, and execution while keeping judgment and accountability with people.
Explore the AI work →Perspective
The thinking behind the results
Short pieces on growth, transformation, leadership, organizational judgment, and lessons from the work.
Read the perspective collection →Let's connect
Does your next growth number require a different marketing system?
I am pursuing the right CMO, SVP, or VP Marketing role with a B2B technology company building its first scalable growth engine, integrating an acquisition, launching a product, or making Marketing's contribution visible and accountable.