Knowable / LexisNexis
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Fractional CMO | 4-year engagement | LegalTech
Key Metrics
Leads up 50% 37% revenue increase Built through acquisition The Challenge Knowable had powerful technology and the wrong reputation. A contract data company in a joint venture with LexisNexis, it sat at the intersection of AI and contract intelligence. The market still saw it as a traditional legal services provider. The company needed to reposition the category, build a real marketing organization, and bring an industry-first AI product to market. It had none of the infrastructure to do it. The Approach Karen embedded as Fractional CMO and built the marketing function from the ground up. She recruited and led the team, built the sales and marketing infrastructure, and worked closely with sales, product, and CX to fold marketing into the full customer lifecycle. The positioning work came first. She partnered with leadership to reframe the story from contract management to contract data intelligence, then aligned product, marketing, sales, and PR around one narrative: answer your everyday questions with the power of contract data. From there, she developed the messaging and content for new AI releases and guided campaign sequencing, events, and cross-functional activation. The Outcome Over four years, lead volume rose 50%, and annual revenue grew 37%. The pipeline strengthened with multiple Fortune 500 opportunities, including multi-million-dollar contracts. The marketing systems scaled across the full trajectory, through multiple product launches, including an industry-first AI solution, leading to full acquisition. |
Creative Virtual
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Fractional CMO | 3-year engagement | Conversational AI
Key Metrics
Pipeline up 30% Engagement up 40% CAC cut 48% The Challenge Creative Virtual was an early pioneer in conversational AI, serving Fortune 1000 contact centers across North America, EMEA, and APAC. It had a junior marketing team and no senior leadership. The company needed to build a global marketing function and credibly reposition its technology in the fast-moving natural language/machine learning space. The Approach Karen led the global marketing work as Fractional CMO. She assessed the team's capabilities, redefined roles and workflows, and built the operational systems the company had been missing: automation, attribution, performance metrics, and the cross-functional processes connecting marketing to sales and CX. She redesigned the brand positioning and messaging architecture, developed campaigns for CX leaders, and advised the company on where conversational AI was headed and how to get ahead of it. The Outcome Creative Virtual gained enterprise visibility, expanded its pipeline by more than 30%, and increased engagement by 40%. Acquisition costs dropped 48% through repositioning and operational efficiency. The systems held. When the company was ready for a full-time CMO, Karen helped hire the successor and later returned as interim head to guide the next phase of scaling. |
Amazon Pay
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Strategic Partner via LetterShop | 1-year engagement | B2B payments
Key Metrics
Developed a multi-million-dollar media strategy built to take Amazon Pay global Oversaw the creation of a scalable design system and assets Designed reporting and success metrics The Challenge Amazon Pay needed to drive adoption among small and enterprise retailers in the U.S. and build a campaign system that could scale internationally. The work was to raise awareness, increase conversions, and develop the strategy and operational framework for a global rollout that hadn't yet happened. The Approach Karen led the work as CMO through LetterShop. She built the marketing strategy and media approach targeting both small businesses and large retailers, then designed the systems behind it: creative development, owned-channel activation across Amazon brands, and cross-sell programs for existing merchants. Everything was built to scale past the initial U.S. launch. The framework, the workflows, and the media management systems were designed for international markets from the start. The Outcome Karen delivered the strategy, systems, and operational playbook to take Amazon Pay global across its core merchant segments. The framework gave Amazon Pay a repeatable foundation for expansion beyond the U.S. |
