Rachel Graham

DaySmart provides scheduling, payments, and communications software solutions to small-to-midsize businesses across multiple industry verticals. Growing the business from ~$25M ARR to $86M ARR over the last few years, I led a data-driven, high-performing marketing team to overachieve on key business goals and continuously drive 17-20% YOY overall revenue growth.

• Helped to develop and launch a vertical-driven business model, moving the business from centralized to decentralized go-to-market motions
• Partnered with Sales to drive improved overall pipeline production and diversify high-intent CTAs and channels, improving overall lead quality by decreasing DQ rate from 33% to 7% over 15 months
• Rebuilt the SEO/SEM and business review site programs from the ground up to optimize for buyer intent and upper-funnel demand generation
• Established the product, customer, and partner marketing functions to drive unit growth and feature adoption, as well as leveraging industry relationships
• Launched the first Affiliate/Influencer program across key industry verticals
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As Vice President of Marketing for the Mixed Use Business (Buildium, Propertyware, APM, HomeWiseDocs) at RealPage, I led the marketing team that focused on small-to-midsize property managers across the U.S. and Canada.

• Consistently drove >98% of pipeline through inbound and nurtured MQLs, working in partnership with Sales to generate and convert highest-intent leads
• Rebuilt the marketing team after 50% attrition during The Great Resignation in 2021 while still meeting or exceeding lead and revenue targets
• Liaised with the broader corporate marketing business to represent the small business markets within RealPage
• Launched Buildium's first-ever user conference, PM Nation, in November 2022
• Participated in RealPage's signature user conference, RealWorld, in 2021 and 2022.
• Established Buildium's executive communications program for our CEO/GM Chris Litster, securing published articles on Business Insider, Forbes, Multifamily Executive, VentureFizz and more.

Led the Content and Creative teams at Buildium, establishing an SEO- and metrics-driven, full-funnel editorial strategy to drive and nurture leads and encourage customer loyalty and preference.

Led the Content and Creative teams to drive demand generation as well as thought leadership initiatives in the industry, including the annual State of the Property Management Industry Report in partnership with NARPM, as well as establishing Buildium as a leader and advocate for the resident experience.

Product Marketing/Sales Enablement
• Work closely with sales leadership to deliver sales enablement messages, campaigns and materials designed to accelerate sales
• Identify emerging digital quality trends across industries including financial services, retail/ecommerce, as well as within micro-industries such as quick-service restaurant and consumer IoT.
• Develop buyer personas to support Applause’s shift from QA and Engineering leadership as primary buyers to business and ecommerce leadership.
• Collaborate with Content and Editorial teams to generate high-engagement, topical content to power outbound and inbound marketing campaigns and support SEO strategy.

Inbound Marketing and Demand Generation
• Manage demand gen program, targeting key accounts through LinkedIn, Google, and with strategic media partners with high-impact educational content and events,
• Develop precise, high-touch direct mail campaigns for key strategic accounts by industry, segment, geography, designed to influence pipeline activity.
• Drive increased value from website traffic and site engagement through multiple initiatives including SEO investment with Conductor and retargeting campaigns from website and blog visitors
• Oversee Applause’s event and conference program, transitioning it from an awareness program to a strategic demand gen program and creating pre-and-post event campaigns to maximize event investments

Customer Marketing
• Oversee creation and launch a customer reference and advocacy program to accelerate sales cycles and generate a panel of company champions across multiple industries.
• Transition webinar program from company-centric to customer-centric webinar events, designed to generate or influence new sales pipeline opportunities

• Created online marketing content and education strategies to support brand direction, product launches, and market changes, aimed at a small business and nonprofit audience
• Developed content marketing metrics to prove business impact across all content types and channels
• Directed the overhaul of the corporate blog, resulting in a 20x traffic increase (2.5M unique visitors in 2015) from launch (Feb ’12) to present and driving hundreds of product trials per month

• Built the website business and strategy service model, partnering across the organization to meet campaign-driven and technology goals
• Rebuilt and rebranded the corporate website, striving to align design excellence with prospect engagement, driving visitor-to-trial ratios from 4% to 6%
• Led the Test and Target website testing strategy, working with cross functional business and metrics teams to determine testing hypotheses