Vendasta

As Director of Product Marketing for Vendasta's SMB Division, I aligned executive, brand, and product vision for the company’s first acquisition, CalendarHero. I led the transition of 100,000 customers, spearheaded a cross-functional GTM strategy, and drove a 70% increase in MRR within a year. As the in-house expert on the SaaS scheduling market, I synthesized insights across customers, competitors, and market performance to inform product strategy, sales efforts and marketing campaigns. I also established and scaled the SMB Division’s product marketing function, overseeing six products and a remote PMM team, while driving key initiatives like a channel partner lead-routing program and playbooks for sales enablement, personas, and messaging frameworks.

Role: PMM / Product Marketing Director
Location: Saskatoon / Remote
Dates: 2021-2022

Scope of Work:
PMM Team Leadership & Hiring
Positioning & Messaging
Customer & Industry Research
Go-to-market Strategy & Execution
Sales & Customer Enablement
Data Analysis & Business Reviews
Project Management
Writing & Editing 
Speaking & Facilitation
Creative Direction & Graphic Design

A Betakit article announcing Vendasta’s acquisition of CalendarHero. Former CEO Roy Pereira answers an interview question.

Acquisition Strategy

Marking an important milestone in Vendasta’s growth strategy, I joined the leadership team overseeing the acquisition execution and partnered with the Vendasta marketing team to broadcast the Vendasta-CalendarHero acquisition news. 

What I did:

  • Acquisition announcement execution

  • Vendasta.com marketing for CalendarHero

  • Customer communication plan and collateral

  • Partner, sales, and support enablement


See the announcement release here.

A stylized graphic of the Vendasta app marketplace with CalendarHero’s scheduling features visible in an iPhone frame.

Product Launch

I designed and actioned CalendarHero’s go-to-market launch into Vendasta’s owned product suite. The launch featured a multi-phase campaign, including plans to sunset an existing scheduling tool.

What I did: 

  • Launched CalendarHero in Vendasta marketplaces 

  • Developed new buyer personas & jobs to be done

  • Partnered with the content team for blog posts, social media, event spotlights, and YouTube videos 

  • Crafted sales and customer enablement resources (one-pagers, decks, playbooks, etc.) 


View the Vendasta scheduling product page here.

Graphic announcing a Vendasta webinar series about CalendarHero for managed service providers and IT professionals.

Partner Engagement

As part of CalendarHero’s launch strategy, I worked with channel partners and sales leaders to showcase the value of scheduling automation across various partner tiers, verticals and use cases.

What I did:

  • Facilitated channel partner training events, interviews, and community engagement

  • Executed an MSP-facing webinar series & marketing campaign

  • Marketing execution for prespective vendor partnerships and product bundling, including CalendarHero and ActiveCampaign

CalendarHero product releases held the most views inside Vendasta’s partner online community.

Graphic with orange background and white text that says, SocialHero: The Ultimate Social Media Marketing Solution for Small Businesses. Post to multiple networks, find more customers, and work with digital experts — all with SocialHero.

The Hero Project

The Hero Project — inspired by CalendarHero’s successful branding and inbound strategy, Vendasta commissioned me to reposition select products with the goal of generating inbound leads for partners.

What I did:

  • Developed an inbound marketing & sub-brand positioning strategy

  • Project lead for website development, content, and execution

  • Copywriting, editing, and SEO optimization

  • Facilitated a partner beta group in collaboration with sales


See the SocialHero landing page here.

Curious about working together?