Emarsys · Operating experience
I spent nearly five years building the branded media and demand engine at Emarsys, working with its leadership as the company grew and became part of SAP.
Senior Content Manager → Head of Content & EditorialDecember 2017–October 2022
Organic traffic growth during my tenure.
Content-attributed pipeline across the media and demand program.
Content, editorial, and messaging through acquisition and integration.
Company ARR during my tenure.
The context
The mandate was to help build the North American commercial function through content and editorial. Marketer + Machine brought podcasts, search, research, webinars, partnerships, and company narrative into one recognizable property. This is the work I led inside the business, and the experience that helped me understand how a software company fits into a strategic buyer’s plans.
The work
Emarsys had a strong product and wanted a stronger voice with enterprise marketers. I was recruited to build the content and editorial work supporting its North American growth.
Marketer + Machine gave our work a home and a point of view around the changing relationship between marketers and technology. It gave us room to develop an audience over time, with useful material for customers, prospects, and the sales team.
I worked with demand generation, sales, product marketing, design, regional teams, and outside contributors. The question was always practical: what would help a marketer understand the problem, evaluate a solution, and take the next step?
The work covered both the publishing itself and the routine that kept it moving.
I built the planning calendar and production workflow, wrote and developed pillar content, and connected topics to campaigns and buyer questions. The lifecycle marketing article became a major source of organic traffic.
I launched Marketer + Machine and brought marketing leaders into the conversation. Interviews gave us original material for articles, clips, email, social posts, and sales conversations.
Guides, whitepapers, webinars, and virtual events gave people a reason to spend time with Emarsys. I connected that material to the resource hub, campaign destinations, and follow-up journeys.
Search, guests, partners, email, retargeting, and account-based programs helped carry the work further. The content had to earn attention and support the commercial work happening around it.
I worked closely with CEO Ohad Hecht and executive leadership on messaging and company narrative through SAP’s acquisition and the subsequent integration.
SAP saw a way to strengthen its Customer Experience portfolio with Emarsys’ omnichannel engagement technology. Its existing customer base and sales organization also created a route to wider distribution. That strategic fit gave me a clearer view of what an acquirer is actually buying.
My contribution was content, editorial, and messaging inside Emarsys. The acquisition was a company outcome. Seeing it from the operating side is part of the experience I bring to founder-side advisory today.
Selected artifacts
Published pieces, original materials, and work presentations from this period.
The planning system behind the publishing and production work.
A flagship search article from the program.
The branded podcast and guest archive.
The destination for research, guides, and demand assets.
An archived research asset used in the demand program.
A second archived guide from the resource library.
A conversation about the five-year experience.
My expanded account of content, company growth, and strategic fit.
Contemporary company coverage from TechCrunch.
The official announcement and customer-experience rationale.
Looking back
A useful article, interview, or research asset can keep working across search, email, campaigns, and sales long after its release.
The Emarsys experience pushed me to look beyond a company’s own story and ask where its product could fit inside a much larger business.
The work today
My operating and founder experience now informs a focused M&A practice for early-stage software, AI products, and technology IP.
