Hello! I’m Angela, a Philly suburb native and full-stack marketer with 12+ years of experience within the K-12 edtech industry. I’m passionate about expanding access to personalized learning tools that improve student outcomes and unlock opportunities, from early childhood education to professional upskilling.
Education
I graduated from Temple University in 2013 with a B.A. in English and Italian. Concentrating on an interdisciplinary study of language, composition, and rhetoric, I was particularly interested in written communication as a tool to engage and persuade. While I didn’t initially anticipate a career in Marketing, I discovered that my core strengths naturally aligned with the in-demand skills of effective marketers.
Work Experience
In August of 2011, I began working at Educere, a small bootstrapped B2B edtech company that provides online course solutions to K-12 school communities nationwide. As the organization’s Founding Marketer, I functioned as a Marketing Swiss Army Knife – engaging in dynamic cross-functional projects to strengthen business processes, articulate value, drive demand, and generate revenue. Acting as a “translator” across teams, my efforts provided a critical bridge to ensure stakeholder alignment across Sales, Customer Success/Operations, Product, and Technology.
Reporting to the CEO, I partnered with C-Suite and Sales Directors to build marketing strategies focused on lead nurturing, customer acquisition, and retention. Embracing a needs-based consultative approach, my efforts facilitated all stages of the customer lifecycle – from prospect identification and outreach to customer onboarding and loyalty nurturing.
See Achievements
- Helped scale revenue from $3M to $14M (~18% YOY growth), driving full-funnel B2B marketing efforts for awareness, lead generation, pipeline conversion, customer acquisition, and retention
- Led national market and sales territory expansion efforts, growing CRM contact list by 1,200%
- Launched a campaign that generated >$5M, increasing product revenue by 272% and total revenue by 47% (Campaign Metrics: 32% Open Rate; 25% Lead-to-Sale Conversion Rate)
- Leveraged customer insights, market research, and business analysis to influence the product roadmap, defining requirements for product development and process improvement launches
- Produced 500+ content and collateral assets to enable sales through the customer lifecycle
- Built personalized customer registration programs to streamline customer buying experience, accelerating product adoption and cross-selling opportunities
- Served as product SME and go-to mentor for sales enablement and customer success teams
Beginning in June of 2011, I served as the Scholarship Coordinator for the Janet Logan Daily Foundation, a nonprofit organization that grants an annual $10,000 scholarship to NJ high school seniors. In this role, I oversaw the foundation’s business development strategies and day-to-day operations, communicating with media, schools, parents, and students to boost engagement.
See Achievements
- Cultivated state-wide brand awareness and boosted SEO through PR/Media and community outreach (scholarship is now ranked among Top NJ Education Scholarships)
- Nurtured brand engagement and website conversion, resulting in a 10% YOY increase in application submissions
Professional Certifications
Inbound Marketing Certification | HubSpot Academy
Advanced Product Marketing | LinkedIn
Business Foundations Specialization | UPenn, Wharton Online
Google Data Analytics Professional Certificate | Coursera
Interests and Hobbies
Beyond my professional life, you’ll likely find me hanging out with my husband and toddler daughter, cuddling with my fur babies, enjoying quiet time out in nature, hanging with close friends and family, watching standup comedy, and eating questionable amounts of pasta.
Work Style and Values
Building Relationships Across Teams
Working in teams, I’ve built strong relationships and earned respect by being authentic, supportive, reliable, and not taking things too seriously. My experience has consistently involved serving others – ensuring team members are supported to do their jobs successfully. I like to roll up my sleeves and contribute where needed to improve outcomes for the larger team.…
Keep readingPrioritizing for Impact
In small, bootstrapped companies, you need to focus on what will drive the most impact using the resources you have available. Sometimes that means starting small. At times, teams can try to take on too much at once, and then struggle to deliver because they don’t have the bandwidth to sustain those efforts. As a leader, you…
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Angela M. Williams 