When I joined Irth in 2020, the company had not had a dedicated marketing function since 2017. Like many B2B companies before COVID, growth still relied heavily on relationships, industry events, and face-to-face interaction. The disruption of 2020 made one thing clear: Irth needed a more modern marketing engine capable of reaching, engaging, and educating customers even when people could not connect in person.
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I helped rebuild that function from the ground up, expanding marketing across brand, content, demand generation, digital, product marketing, customer marketing, events, and marketing operations. Over time, the work evolved from establishing foundational capabilities to building a more scalable organization that could support a broader portfolio, a growing customer base, and increasingly complex go-to-market priorities.
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That meant developing the team, introducing new systems and processes, strengthening alignment with sales and product, and creating a more measurable connection between marketing activity and commercial outcomes.