Creating Growth by Connecting Marketing/Sales/Ops
Director of Sales Operations & Marketing
Feb 2025 – Present
I joined Aprios to lead the rebrand and implement a technology-driven sales and marketing operations strategy—combining my background in CRM consulting with and knowledge of sales best practices. In my first year, I launched a persona-driven social media plan, rebuilt the website, oversaw a CRM migration, and implemented tools that streamlined quoting and order collection.
Those early wins laid the foundation for my promotion into a broader leadership role, where I now guide the integration of brand strategy, marketing automation, and CRM analytics to drive scalable pipeline growth. I lead cross-functional alignment across sales, marketing, and operations with a focus on digital content, customer insights, and a seamless experience from first touch to closed deal.
My methodology is simple: build a connected, data-informed, and human-centered revenue engine that helps Aprios grow—and helps our customers win.
Key Wins:
Implemented an e-signature workflow integrated with HubSpot for Customer Setup documents and MNDAs, streamlining onboarding.
Relaunched the sales process to standardize quoting intake, automate workflows, and foster cross-functional collaboration—cutting lead-to-quote time from 14 to 7 days.
Developed a new forecasting model to project revenue based on confidence level and sales stage, improving sales visibility and executive reporting.
Generated two sales-qualified leads per week through organic content, SEO, LinkedIn ads, and paid search—contributing over $5M in total qualified pipeline.
Led the design, development, and launch of Aprios.com v1 & v2, incorporating live chat and downloadable guides to increase conversion and brand engagement.
Authored over 100 SEO-optimized blog posts and 8 eBooks focused on injection molding and additive manufacturing thought leadership.
Success stories at Aprios
Faster quotes, stronger collaboration
When quoting is slow or disorganized, our chances of winning becomes almost zero. I led an overhaul of Aprios’ sales process by centralizing all quote-related assets in HubSpot, standardizing how key details are captured, and adding automation to flag aging deals. The result was a 50% reduction in lead-to-quote time—cutting it from 14 days to just 7. Beyond speed, the upgrade gave our team clearer expectations, easier access to files, and better visibility across the pipeline. This success story highlights how smarter systems don’t just accelerate sales—they empower better teamwork and a smoother customer experience.
Bringing clarity to sales forecasting
When sales forecasts rely on gut feeling or outdated spreadsheets, it’s hard to make decisions with confidence. To fix that, I built a dynamic forecasting model that combined deal stage data with rep-assessed confidence scores—right in our CRM. Leadership gained instant visibility into best-case, worst-case, and likely revenue scenarios, and the sales team adopted a more disciplined pipeline management mindset. This story shows how the right structure turns data into insight—and insight into action.
Centralizing context from our customer conversations
Scattered meeting notes and siloed inboxes were causing confusion and creating unforced errors with our customers. To fix it, I integrated Fathom Notetaker with HubSpot, creating a centralized platform where meeting recordings, summaries, and emails all live side-by-side. Now, every team member has full visibility into the history of each deal—no matter who took the last call. This story is a great example of how better communication infrastructure doesn't just help teams work smarter—it makes the customer experience feel more cohesive, responsive, and human.
Building credibility through content
In a crowded manufacturing market, expertise matters—but it only helps if you can communicate it. To position Aprios as a trusted partner, I created a robust content library of SEO-optimized blog posts and in-depth eBooks designed specifically for engineers and procurement teams. These pieces didn’t just rank—they resonated and accelerated our speed-to-sale. This effort helped shape the brand’s voice, increase organic traffic, and build lasting trust with our audience before the first conversation even began.
Redesigning Additive Sales: From Cumbersome Quotes to a Scalable, Self-Service Platform
Quoting low-volume additive jobs used to be a time sink—with spreadsheets, manual pricing, and sub-$1,000 orders that strained profitability. I led a full transformation of our additive sales process, introducing a flat-rate, service-based model powered by HubSpot’s digital quote platform. The result? A 75% reduction in quoting time, higher-value orders, and a customer experience that was smoother, faster, and more scalable.
Launching a website that works harder
After rebranding to Aprios, we needed more than just a new look—we needed a site that could engage prospects, showcase our strengths, and convert traffic into real opportunities. I led the end-to-end launch of Aprios.com v1, integrating lead capture tools, live chat, and downloadable engineering content to offer immediate value. The result was a site that didn’t just inform—it performed. It became a true growth tool for our sales and marketing teams, built around the way our buyers actually think and interact.
Transforming first impressions into traction
What used to take days now takes minutes. By redesigning Aprios’ onboarding experience (MNDA’s and Customer Onboarding Paperwork) with PandaDoc and HubSpot, branded documents, I replaced clunky Word docs with a polished, tech-forward process that reflects the quality of our work. This small operational shift had a big impact—streamlining internal handoffs, reducing customer friction, and building trust from the very first interaction.