Hi, I'm Aine.
(Pronounced Awnya)
I help startups grow revenue using data-driven marketing and sales outreach.
My 10+ years of experience include being the first in-house marketing hire for early stage startups, scaling teams, and managing multiple startup accounts at a digital agency.
My Story
I started out as a marketing writer — content, then sales copy. I transitioned to strategizing growth marketing as a consultant because companies I wrote for kept asking for my help.
A couple years later, I joined an early-stage startup as their first marketing hire, and I was hooked.
I've now worked internationally for startups as a Director of Marketing, Head of Growth Marketing, Product Marketing Manager, and Content and Communications Manager. I pivot as needed between strategies including demand gen, ABM and straight-out growth hacking.
I love startups — the energy and collaboration, sorting the inherent messiness of something new, finding product-market fit, and supporting customers’ transformation into enthusiastic advocates.
I’m based in San Diego and love to sail!
My ideal situation looks like:
- A collaborative, high-energy team that values data-informed strategy and efficient action.
- An innovative product that adds value. ***Bonus points for emerging tech or other messaging complexities.
- A role with diverse responsibilities that leverages my skills in big-picture planning and hands-on deployment.
- Building something new with awesome people.
Experience
Overview
- Head of Growth Marketing at HowGood, 2023 - current
- Owner/Consultant at BiggerImpactAI, 2022 - current
- Director of Marketing at SuperViz, 2021 - 2023
- Content and Communications Manager at 3Steps4ward, 2020 - 2021
- Product Marketing Manager at L-Anvil, 2018 - 2020
- Independent Writer and Marketing Consultant, 2012 - 2018
Details
HEAD OF GROWTH MARKETING AT HOWGOOD
2023 - Current (NY/Remote)
HowGood (Series B) is an independent research company and SaaS data platform with the world's largest database on food product sustainability. HowGood helps leading brands, retailers, suppliers and restaurants to measure, manage, and communicate their environmental and social impact.
ROLE
Led strategic marketing initiatives to enhance lead conversion and market positioning for HowGood’s sustainability software. I was hired to help support several critical marketing challenges including:
- Leads were rarely converting past the MQL stage
- Over-emphasis on thought leadership rather than marketing the SaaS platform
- Lack of systematic lead nurturing
- Disconnect between sales and marketing activities
KEY SUCCESSES
- Created persona-targeting content that bridges technical/regulatory information with conversion strategy.
- Transformed and tested Google search and LinkedIn ad strategies to focus on lead conversion.
- Strategized and implemented SEO, email campaigns, and retargeting.
- Worked cross-functionally to align sales and marketing efforts, including SQL follow-up and cold outreach.
- Within 6 months my projects contributed to the largest increase in MQL conversions in the platform’s history.
Case Studies
Work Samples
OWNER/CONSULTANT AT BIGGERIMPACTAI
2022 - Current (San Diego)
BiggerImpactai is my own self-employed consulting business in which I coach small businesses to achieve better ROI on marketing efforts. It’s a way for me to contribute locally in my community by sharing knowledge with business owners.
ROLE
My focus is on helping businesses to:
- Eliminate unnecessary marketing efforts and spending.
- Use simple methods to enhance DIY marketing with AI.
- Understand marketing data for accelerated impact.
- Know what to request, monitor and adjust when contracting with an agency or freelancer.
KEY SUCCESSES
- Coached numerous small businesses on how to understand their marketing and sales data, leading to increased efficiency and reduced costs.
- Guided clients in selecting and managing contract marketing relationships, greatly improving the outcomes and helping them cut ties when needed.
- Implemented AI solutions that empowered clients with DIY marketing strategies, resulting in better resource allocation and higher ROI.
DIRECTOR OF MARKETING AT SUPERVIZ
2021 - 2023 (San Diego/Brazil/Remote)
SuperViz is a seed-stage startup for immersive video conferencing in 3D web apps and digital twin technologies. Originally serving B2C, B2B and B2B2C markets, SuperViz shifted first to B2B SaaS licenses, then pivoted to become an SDK company.
ROLE
I started as a contractor with the founding team, then moved into the Director of Marketing role when they secured their first major partnership. I created GTM frameworks for product launches, along with creating and launching all marketing and communications assets.
As the only native English-speaker aside from the founder, and the only US employee, I played a collaborative role across all company functions including Sales, Product and Customer Success.
KEY SUCCESSES
- Executed go-to-market strategy for two major pivots, including positioning, messaging, press communications and partner co-marketing for SaaS and SDK products.
- Created inbound strategies and wrote verticalized marketing assets and content.
- Grew pipeline with hands-on outbound strategies including overseeing Zoominfo and Linkedin prospecting, along with large-scale cold email campaigns.
- Led the transition from a sales-driven approach to a product-led growth model that enhanced scalability, leading to a 70% increase in user sign-ups and a 50% increase in active users within the first month post-implementation.
Case Studies
Work Samples
CONTENT & COMMUNICATIONS MANAGER AT 3STEPS4WARD
2020 -2021 (SF Bay Area/Remote)
3Steps4Ward is a digital marketing and business strategy consultancy in SF Bay Area, specializing in startups and founded on the principles of business for positive social causes.
ROLE
Provided strategic guidance to the digital marketing team, interns and contractors, particularly around positioning, value props, messaging, and targeted content for immersive tech, medtech and other B2B SaaS clients.
KEY SUCCESSES
- Led client projects including market research, investor decks, content delivery, website creation, and channel management.
- Managed contractors and team members to meet deadlines, analyze campaign data, and report to client accounts.
- Facilitated the successful marketing pivot for Innovega's AR/VR glasses (my primary client there) as a medical device, leading to a $5M addition to their Series A round.
PRODUCT MARKETING MANAGER AT L-ANVIL
2018 - 2020 (San Diego/France/Remote)
L-Anvil was a seed stage construction management productivity platform focused on providing innovative construction scheduling software.
ROLE
I was hired to collaborate with the founding team on US go-to-market strategy for their construction scheduling software and field app.
KEY SUCCESSES
- Led market research to define target personas, ensuring the product's features and benefits aligned with customer needs.
- Developed and executed a comprehensive content strategy for all stages of the customer journey, including blog posts, white papers, and case studies.
- Established and optimized marketing channels, including SEO, SEM, and social media, to drive product awareness and engagement.
- Set up testing and analytics frameworks to measure and enhance the effectiveness of marketing campaigns.
- Created positioning and messaging that effectively communicated the unique value propositions of L-Anvil's product, differentiating it in the competitive market of construction software.
Case Studies
Work Samples
INDEPENDENT WRITER AND MARKETING CONSULTANT
2012 - 2018 (San Diego/Las Vegas/Gig Harbor/Saratoga Springs/Remote)
I provided writing and marketing services to a diversity of businesses, including B2B SaaS companies, environmental organizations, consumer tech firms, financial services, non-profits, arts organizations, and sustainable consumer products companies.
KEY SUCCESSES
- Designed and implemented marketing funnels that consistently exceeded industry benchmarks for open rates and conversions.
- Developed a wide range of content, from sales copy and blog posts to user guides and case studies.
- Applied and taught clients about fundamental digital marketing strategies, including SEO, social media management and email marketing.
- Improved customer retention for clients by analyzing campaign data and implementing targeted engagement strategies throughout the customer journey.
Education
SUNY College of Environmental Science and Forestry, Syracuse, NY
Graduate Program in Environmental Science, MS, Policy focus
Wells College, Aurora, NY
BA Life Sciences
I look forward to meeting you!
Aine Kmen
