Modernized Global Marketing at a $500M Enterprise Software Company

Project: Transformed a $500M software brand’s marketing strategy, built global teams, and executed campaigns that doubled lead conversions and grew reach 300%.

Actions

To achieve this transformation, I executed a multifaceted strategy across digital, content, field, and event marketing:

🧭 Global Leadership

• Developed global content strategy and oversaw creative and branding architecture

• Managed global digital marketing infrastructure and platform modernization

• Built a team of global program managers aligned to product categories, embedding them within product teams for agile content collaboration

• Launched 20+ high-impact customer reference videos, used across regions and at all major events

🌎 Regional Execution

• Translated global content into field-ready regional campaigns tailored for global sectors

• Provided consistent feedback loops between field sales and global teams to inform messaging and strategy

• Enabled account executives and regional marketers with product-specific assets, technical webinars, and ABM-focused campaigns

🎤 Campaigns & Events

• Led strategy and content planning for global sales kickoff, a branded 3-day event with 3 tracks and 45+ sessions

• Served as strategic lead for HxGN LIVE, Intergraph’s flagship user conference with 500–600 attendees annually, influencing over $2M in pipeline each year

  • Managed end-to-end planning: executive keynotes, product demo stations, exhibit layouts, session programming, and pre/post promotional campaigns

• Directed production of Insight magazine, a digital and print resource distributed globally to clients and internal teams twice annually

Results

• Doubled lead conversion rates via improved content workflows, segmentation, and digital campaign optimization

• Grew LinkedIn community by 300%, from 7,500 to over 30,000 followers

• Delivered global events and campaign initiatives on time and on budget every year

• Equipped sales and product teams with field-proven, vertical-specific content that accelerated deal velocity and shortened sales cycles

• Intergraph sustained #1 global market share in key categories, with marketing contributing directly to annual pipeline growth and customer retention

Challenges

Intergraph PPM, a $500M division of Hexagon, had an extensive portfolio of 30+ enterprise software products serving the global energy, manufacturing, and AEC sectors. However, its marketing operations had not kept pace with digital expectations, and its content, campaigns, country-specific websites, and lead management processes were fragmented across regions.

The company needed to:

• Modernize and digitize global marketing operations
  with a more robust CRM

• Create content tailored to both product complexity and upsell opportunities unique to regional market needs

• Align global and regional teams with a unified message

• Drive pipeline through better field enablement and customer engagement

• Strengthen the company’s position as the category leader in a competitive market

I was brought in to lead both global and North American regional marketing efforts, with full accountability for digital strategy, campaign execution, and event-based demand generation.

Held dual responsibility for global and North American regional marketing at Intergraph PPM, a $500M division of Hexagon AB. Led global digital transformation, managed and mentored a 19-person cross-functional marketing team, and directed campaign strategy, content development, and demand generation across a 30+ product portfolio. Oversaw integration communication for eight acquisitions, a two-year divisional rebrand, and the redesign of a multi-language web platform that doubled website conversions.

Regionally, I adapted global messaging to local sales needs and built scalable field programs aligned with product and account teams. I also owned strategy and execution for the company’s flagship global conference, HxGN LIVE, including keynote development, SME selection, PR/media engagement, and managing a trade show floor that annually generated $20.M in annual revenue. . This event yearly drew 600+ PPM customers and 300 employees.

My Role