Headline

Instapage GM | SaaS Executive | AI Transformation | Scaling to $100M+ | PLG & Enterprise | Engineer | IPO Readiness & Successful Exit

About

I help build and grow B2B SaaS companies with vision, strategy and operational excellence. I am a growth focused SaaS executive with hands on experience leading AI transformations and a track record of delivering 2X - 10X valuation multiples by unlocking new market opportunities, executing strategic pivots, and building sustainable growth engines. As an executive with deep experience in building market-leading brands, I have consistently achieved and exceeded revenue, growth, and ROI targets. My key differentiators are first principles thinking, data-driven agile execution, strategic leadership, and financially responsible growth. I am well versed in IPO readiness, acquisition due diligence, value creation planning, revenue modeling, and building data infrastructures. I'm open to advisory and board roles.

Location

San Francisco Bay Area

Work experience

Head of Product, Instapage at airSlate, Sep 2023 - Present · 3 yrs, Repositioned Instapage from a single-use-case PPC tool in a saturated market to a broader AI-powered digital marketing platform thereby expanding addressable market, securing a defensible market position, and delivering AI features that made advanced marketing accessible to the masses. * Developed a 3 - 5 year product vision to move Instapage from a declining enterprise-focused PPC-only niche into a high-retention, growing market segment competing directly against AI-first entrants * Managed a small team of PMs and UX designers and built efficient product development processes with 6-week release cycles by minimizing scope creep and iterating on real customer usage data * Expanded from PPC-only focus to include SEO and website use cases, instantly growing the addressable market from 5% to 78% of internet traffic * Launched Email feature to expand product from a landing page builder point solution to a complete end-to-end digital marketing platform * Shipped AI features that eliminated resource, skill, and effort barriers, thereby making advanced digital marketing accessible to teams of all sizes and experience levels * Cleared accumulated technical debt and closed critical competitive gaps * Redesigned pricing and packaging to maximize subscription volume and customer LTV * Built new acquisition funnels and optimized the existing funnel, achieving 10X top-of-funnel expansion * Drove heavy AI adoption in product operations to optimize the research process, accelerate discovery, and improve decision quality across the product team

General Manager, Head of Instapage at Instapage, Sep 2023 - Present · 3 yrs, Instapage is the leading landing page and conversion platform for marketing teams. It empowers marketers to build personalized and optimized landing pages at scale, resulting in improved campaign results and ROI. With no developer needed and a user-friendly interface, you can create relevant ad-to-landing-page experiences quickly that support multiple target audiences and campaign goals. As the General Manager of the Instapage business unit within airSlate, my goal is to lead Instapage through its next phase of growth by establishing product leadership, building efficient growth engines, and accelerating market share. Our vision is to bring automation to the fast growing and highly manual demand side of the digital advertising industry.

General Manager, Instapage at airSlate, Jul 2023 - Present · 3 yrs 2 mos, As the General Manager of the Instapage Business Unit, reporting to the CEO, my charter is to turnaround the declining business unit while operating profitably. I developed a three year strategy focused on market repositioning, AI-driven transformation, operational excellence, and financial discipline. * P&L Ownership: Led the autonomously operated business unit with oversight across all functions, consistently achieving financial targets and generating $4M in positive operating cash flow. * AI Transformation: Championed AI adoption across departments to expand organizational capacity, improve operational efficiency, and enable new skill development while maintaining healthy unit economics. * Turnaround Strategy: Repositioned the product into a higher-retention category and aligned pricing and packaging with market demand, creating a new growth cohort that expanded to 45% of the installed base. * M&A: Participated in acquisition due diligence and successfully led the integration of Instapage into airSlate. * Sales: Improved sales efficiency by redesigning compensation plans, launching a warm outbound motion, and building a transactional sales model in a cost efficient region to maximize PLG pipeline conversion and unit economics. * Marketing: Partnered with airSlate’s proprietary marketing engine team to scale demand generation and lifecycle marketing programs. * Customer Success: Evolved Customer Success into an end-to-end account management function, increasing net dollar retention from 56% to 85%. * Support: Implemented AI-powered support automation that deflected almost half of first-response inquiries, improving response times, CSAT, and NPS. * Engineering: Streamlined product and engineering operations through structured product discovery, strategic alignment, and AI-enabled workflows. * Leadership: Built a high-performing team culture centered on accountability, autonomy, clear KPIs, and creative problem-solving.

Advisor at Sendoso, May 2021 - Present · 5 yrs 4 mos

Chief Marketing Officer at Cloudinary, 2021 - 2023 · 2 yrs, Santa Clara, Named to the Forbes Cloud 100 for the fifth consecutive year, Cloudinary defied all odds and became a bootstrapped unicorn valued at $2B by automating an extremely complex technology challenge and making it available to the masses through freemium API and products. With their first acquisition completed and centaur status achieved ($100M ARR), Cloudinary is poised to become the defacto media layer of the internet. If you’re shopping or booking a vacation or trading NFTs online, you’re likely engaging with experiences powered by Cloudinary. As a core member of the executive leadership team (ELT) reporting to the CEO, I helped set strategy and execute Cloudinary’s growth plan to establish market leadership. My goal was to help build the foundation for the next stage of growth to $250M and beyond by creating predictable, repeatable, and sustainable growth engines. My team supported all four acquisition motions at Cloudinary - driving freemium registrations, acquiring paid self-serve customers, creating enterprise pipeline for direct sales and for channel sales. *Successfully delivered and exceeded enterprise pipeline contribution goal (42%) *Successfully built a new Growth Marketing function to drive free registrations (107% achievement), virality, and paid customers through a scientific and agile approach centered around experimentation *Successfully transitioned from single product, user-level story, to a multi-product, platform level narrative for executive buyers, that helped secure and progress conversations with enterprise C-level buyers *Built brand image and awareness through Tier 1 media coverage that exceeded all industry benchmarks (Forbes, VentureBeat, Business Insider, TechCrunch etc.) *Drove a self-serve first strategy to build economically efficient acquisition for new products * Led a brand refresh to efficiently increase brand awareness by increasing memorability, consistency, design superiority, and simplified tone and voice

Senior Vice President, Marketing (Acquired by Citrix) at Wrike, 2019 - 2021 · 2 yrs, San Jose, As a core member of the executive leadership team (ELT) reporting to the CEO, and working directly with the board, I helped create and execute the company strategy to move upmarket in an extremely competitive space, leading to the successful acquisition by Citrix from Vista Equity Partners, growing ARR from <$100M to $160M. A Forrester Wave leader for three consecutive terms, Wrike helps people do the best work of their life. I joined Wrike as the space got crowded with multiple competitors and led the marketing team through the pandemic to a successful acquisition. My focus was to position the brand to move upmarket by building credibility with enterprise buyers, establishing market leadership and creating the growth engine to help scale to $250M and beyond. * Built and grew a global team of 130+ high-performing, motivated marketers by creating a strong cultural foundation that led to an employee NPS of 10 above the company average (20 point improvement) * Achieved 2X revenue growth, sourced 40% and contributed to 65% of revenue. Marketing sourced a good number of the $1M+ marquee deals including the then biggest deal in Wrike history. * Scaled and optimized the high-velocity inbound PLG motion for the sales assisted “land” business. New logo sales were driven 95% by marketing inbound leads. * Built the Demand Gen function to drive pipeline through omni channel tactics like paid ads, content syndication, events, webinars, and ABM * Upleveled the the Wrike brand to create an enterprise-friendly brand image with an updated mission, vision, corporate narrative and visual identity * Significantly increased brand awareness by building a top notch Corporate Comms function resulting in numerous awards, Forrester Wave leadership, Gartner Guides, and tier 1 placements in Forbes, VentureBeat, TechCrunch etc. * Successfully built an SDR function from ground up * As part of the ELT, supported the IPO readiness and acquisition due diligence processes

Education

Master of Business Administration - MBA, Strategy and Marketing, University of California, Berkeley, Haas School of Business

MS, Computer Science, University at Buffalo