Simon Fraser University

Chief Revenue Officer at Starling Minds

Starling Minds is a personalized, digital mental health program for stress, anxiety, and depression that provides cost-efficient support and training at scale. Our program is built to respond to an individual's unique and complex needs for training, skills development, and psycho-education.

As Chief Revenue Officer at Starling Minds, my focus is on the expansion of customer segments and business partnerships to help leaders better support their employees’ mental health and journey to recovery. Deeply passionate about the digital mental health space, I direct all revenue generating functions across the company by managing Starling’s marketing, business development, and partnership strategies.

●	Monitor the marketplace and analyze opportunities, strategies and tactics to grow revenue
●	Ensure the needs of customers and partners are factored into product development plans cycles
●	Collaborate with other teams on messaging, pricing strategies, and business models for achieving revenue goals

Starling Minds

Chief Revenue Officer

As VP Marketing and Customer Success at Starling Minds, I'm responsible for understanding the digital health space and leading the marketing strategy, customer adoption and engagement, and product marketing to build Starling’s presence in our target markets.

Vice President Marketing & Customer Success

●	Directed demand generation, tracked and analyzed pipeline and other key sales metrics, and developed marketing communications strategies.
●	Led process to build out 24-month product roadmap which included themed releases that were reviewed and approved through product steering committee process.
●	Responsible for identifying, evaluating and managing all sales enablement tools including Salesforce, Pardot, Zoominfo, Sales Navigator and SalesLoft that helped BDRs regularly exceed meeting booking targets.

Conexiom

Vice President Marketing & Product Management

●	As the first marketing employee, created and launched conexiom.com website, built team and led all marketing campaigns which allowed the company to meet its financial objectives.
●	Developed and executed inbound and outbound account-based marketing strategies driving significant revenue growth.
●	Consistently hit quarterly MQL targets through advertising, SEO, events, and other programs to allow sales team to meet bookings target.

Director of Marketing

●	Directed programs for lead generation, sales support, product marketing, and customer success for the Talemetry recruitment marketing and sourcing platform.
●	Conducted a CRM and Marketing automation audit which eliminated marketing program administration costs through the implementation of new systems and tools.

Talemetry

Director, Sales Operations & Marketing

●	Responsible for developing the business plan and driving success in all areas of the HireDesk applicant tracking system business unit including product, support, services, sales, and operations.
●	Directed an in-depth business review, examining key market segments and regions which resulted in YOY growth with a legacy product that had been experiencing an annual loss in recurring contract value.
●	Re-built account management team and implemented new communication programs which resulted in an improvement to customer satisfaction.

General Manager, HireDesk

●	Implemented product planning process to track market requirements, align product release plans to corporate strategies and themes, and build financial models for cost estimation purposes. Product team had complete traceability of each customer commitment which resulted in no customer attrition in identified strategic accounts.
●	Worked closely with Director of Product Development in implementing agile development methodology that dramatically reduced product delivery delays, while increasing communication and visibility of product plans with customers, partners, and employees.

Pearson School Systems

Director, Product Management

Chancery Software was acquired by Pearson School Systems in June, 2006

●	Created a Product Advisory Council (PAC) of key customers that provided guidance to the Product team regarding product planning and development decisions.

Chancery Software

Director of Product Management

●	Successfully developed company’s sales process and all associated sales tools. “Get-Give-Go” sales process included strategic customer plans, needs analysis, proposal and presentation templates, business assurance process and checklist, pricing templates, and other tools required for an enterprise sales team to be successful.
●	Led the successful implementation of Salesforce throughout the sales organization including lead qualification process, pipeline management, sales reporting, campaign management, and key performance indicators that provided much better visibility and management of current opportunities.

●	Responsible for developing the company’s marketing organization including product strategy, collateral development, market segmentation, and identifying promotional strategies for reaching prospective customers in a rapidly growing marketplace.
●	Leveraged early-stage project work with a single client into a complete product strategy. Researched and analyzed market and identified barriers to entry, market size, competitive landscape, marketing strategy, and unique selling proposition.
●	Developed strategy for re-positioning company from mature market segment to rapidly growing biometrics market. Identified strategic alliances, market requirements, and developed business cases for each product.

IMAGIS

●	Directed the company’s product marketing strategy to ensure that customer and prospect needs were met. Analyzed markets to determine positioning and led the strategic vision of product line. Worked closely with prospects, customers, partners, industry analysts, and internal departments to ensure that product capabilities were effectively developed and communicated.
●	Within three months, created product management team and implemented all product management processes including needs analysis, target customer profiles, prospect call reports, pricing, feature/benefit summaries, competitive summaries, win/loss analysis, sales strategy, product sales forecasts, and market requirements documents.
●	Commissioned and guided independent assessment of products by Doculabs (a division of Forrester Group) that concluded the product was a “unique knowledge management solution” and “one of the best we have seen.”

ThoughtShare Communications

VP, Product Management

•	Responsible for product positioning, message development, market segmentation and how to best address the target markets with products, services, and marketing programs. Prepared financial and product forecasts, analyzed market trends and established pricing strategies.

Maximizer Software, Inc.

Director of Product Marketing

•	Responsible for developing and monitoring product schedules and coordinating documentation, quality assurance, and development. Designed end user interfaces, developed prototypes, wrote product and functional specifications, tracked development and testing, managed schedules, and ensured that product features were completed on time and within budget,

Program Manager

•	Founding member of the team that developed the Maximizer line of contact management software. Developed, prioritized, and managed all product releases and led the product definition, positioning, market-driven product strategies and lifecycle management of the product.

Earl van As