Who am I, anyway?
Even in the most chaotic environments I maintain a sharp focus on helping companies be their best, and achieve their growth goals. I’ve been launching and growing brands since Y2K was a thing.
Working with founders and teams at companies like Appcues, Sprout Social, Knack, FriendBuy and Bus.com, I help high-growth SaaS companies deliver experiences that attracts, activates and engages loyal customers. I also help companies build, scale and support effective and cross-functional teams.
As an early employee and the VP of Marketing at Unbounce (2012-2017), I built a team which surpassed targets and more than doubled acquisition in its 2nd year. For our 900% revenue growth, we ranked 14th in the Deloitte Fast 50 in 2016. I helped take the company from 15 to nearly 200 employees, marketing from a founder run blog to a team of 35, and from $1M to $16M in Annual Recurring Revenue with no major funding.
Since 2002, I’ve supported marketing and growth at a variety of businesses, from early-stage startups to big brands like AskMen and Yellow Pages. Over these nearly 20 years, I’ve worked with tech, ecommerce, marketplaces, retail and wholesale businesses, targeting B2B, B2C and B2B2C markets. You can read my longer story below.
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Names, faces & kind words
"Brilliant marketer and the best hire I ever made"
Brilliant marketer and the best hire I ever made. When we needed someone that could to take our marketing - in the most critical time of a hyper-growth company - and make it scaleable, make it broader, and make it better than any of our competitors, she delivered.
I’d say that year-over-year 100% revenue growth for the following 2 years speaks to her strategic vision, but also her ability to get involved in the production of everything we were doing. Something that is an essential part of over-delivering in a startup environment. It also meant long hours, relentless hustle, adding new marketing channels, growing our brand (while protecting it with a diehard attention to detail), and pushing not only herself, but her team.
“After our first conversation I started gaining the confidence to make a few key hires”
We’d hit a plateau and I wanted to know how to get my shit together to drive continual marketing growth. I sought Gia’s help for management and strategy coaching. After our first conversation I started gaining the confidence to make a few key hires. I realized my job wasn't to do things myself or wait for them to get done, but to put the right people in place. We defined not only the functions of our team, but matched objectives and key results to it. This added clarity and purpose to each function and how they work together.
Gia helped us to clarify ideas that had gotten murky. Marketing software at a startup is super hard, definitely go get some help from Gia.
"Gia is wicked smart, and was quickly able to give me direction that I've been able to run with"
Gia is wicked smart, and was quickly able to give me direction that I've been able to run with, that will help us scale our marketing team and improve how we approach marketing strategy as a company. Her questions and insight are sharp and on point. She helped me more than she likely knows!
"A huge driver of the company's growth"
Georgiana's contribution to Unbounce has been immeasurable. She was instrumental in creating the extremely high standards we hold ourselves accountable to today in marketing, and a huge driver of the company's growth.
"If you're looking to build out a marketing framework or SaaS marketing team that will deliver results look no further"
Gia is hands down one of the strongest SaaS marketers I know. When we were looking to map out a new customer journey she was the first person we turned to for feedback, guidance, and direction. Spending one hour together gave us over a dozen awesome ideas that we can't wait to put into practice. It's very rare that you find a marketer that understands the voice of the customer and how that will drive results across the funnel.
I have no doubt that the recommendations Gia gave us will turn into remarkable results for our team and can't wait for another opportunity to work together. If you're looking to build out a marketing framework or SaaS marketing team that will deliver results look no further. I'd highly recommend Georgiana and always look forward to our conversations!
“It's with her guidance and efforts that we could ensure that our time as an organization was being spent wisely”
I hired Gia because I know how to build great products, but I know very little about great marketing. We were launching a new product and we needed expert help. Gia came on and organized all the work to be done including positioning, messaging, customer onboarding and journey development.
It's with her guidance and efforts that we could ensure that our time as an organization was being spent wisely on marketing and onboarding. If you have a full-time marketing person on board who needs strategic guidance, Gia is a very senior talented (and awesome person) to lead your efforts. Hire her if you can.
"I was hoping to get 1-2 new ideas, and instead I got a dozen ideas and a clear plan on what I need to prioritize and how to execute."
I was feeling in a bit of a rut and hoping to walk away with 1-2 new ideas on marketing activities I should prioritize. The advice she gave me was sometimes not what I expected, or things that I would have thought of myself. She helped me spot some blind spots in our marketing. I was hoping to get 1-2 new ideas, and instead I got a dozen ideas and a clear plan on what I need to prioritize and how to execute. I'm not sure it's possible to pack any more value in 60 minutes.
I've been to many marketing conferences, always walking away with an overwhelming amount of general advice and not sure what I should focus on. After my 1-hour call with Georgiana, I walked away with more concrete ideas and clarity on what I need to prioritize than any 3-day conference I could have attended.
"Gia quickly sized-up Tiller and started adding value"
I needed to add strategic marketing wisdom to our team. I wanted to grow our sales, and to have a partner with whom I could discuss marketing at a strategic level. I didn't know what I didn't know, and I wanted someone who had been through this before. Gia quickly sized-up Tiller and started adding value.
She accelerated my own learning curve, helped us hire our marketing lead, and made an outsize impact. Gia also surprised us with the added value she delivered in customer success, helping to develop a company strategy. I’d definitely recommend working with Gia, she is quick to add value and will accelerate your marketing smarts. And she's fun to boot!
"The brand loyalty and trust we have today within our market, and the thought leadership that we're respected for — we wouldn't have any of that without her."
Gia was integral to a period of growth that helped define Unbounce as a leader in our market. Her drive, dedication, attention to quality (and the details that matter,) and general influence had such a significant impact on our business. The brand loyalty and trust we have today within our market, and the thought leadership that we're respected for — we wouldn't have any of that without her.
She played a key role in everything from helping us define our core values as a business, our vision and mission statements, and levelling up the content marketing bar to which we're often measured against in the industry. Gia is an executer and an incredibly experienced marketer that would be invaluable to any organization in the digital marketing space, especially SaaS.
"She was able to help me prioritize and navigate challenges, so they started to feel more like opportunities."
I wasn't sure how much how much progress or impact there would be during an hour call with Georgiana. As an early stage startup, it's easy to lose sight of the value of marketing when you're wearing many hats. She was able to help me prioritize and navigate challenges, so they started to feel more like opportunities. It's reassuring to know Georgiana is available with her SaaS marketing expertise to be a resource while building and growing a SaaS company.
"Georgiana is a driving force for increasing standards of professionalism, quality and thoroughness of execution"
Georgiana is a driving force for increasing standards of professionalism, quality and thoroughness of execution and tenacity in striving towards hitting new-customer targets. She contributed an enormous amount to Unbounce's success and I am confident that anyone working with her will find her to be committed, hard working and focused in everything she does.
"A digital force of nature"
Georgiana is a digital force of nature, pure and simple. She’s a consummate pro, delivering in her sleep (sometimes literally) and cutting into any task with laser-like marketing acumen.
"She drove our marketing to meet a consistently high standard, repeatedly recognized as best-in-class."
Through consistently amazing work, Georgiana provided our marketing team with examples of "what 'good marketing' looks like" and inspires an ideal of passion and quality that our whole marketing department strives to meet even in her absence. She drove our marketing and content to meet a consistently high standard, repeatedly recognized as best-in-class. At the same time, she played the role of VP, director, mentor and friend to me and many other colleagues. I'd recommend Georgiana for any project or role where quality cannot be compromised.
"Working with you over the course of 9 months I feel like I’ve received a fast-tracked masters in marketing."
Since starting at Bus.com 3 years ago I’d been seeking mentorship from a senior marketer who gets it. I’d been introduced to many marketers with great titles at established and successful companies ranging from Intel, Lightspeed, Breather, etc. Many of these people were confident in their approaches, but they didn’t understand the big picture. Initially it was hard for me to describe what they were missing, but I can finally put it into words: they didn’t know anything about their customer or their journey.
From the first call I knew it would work. You cared, you thought, and you listened. Too often marketers are ready to prescribe their strategies and tactics and they forget that it’s not about who has the best way of user acquisition. Instead, we worked together to figure out where I had gaps and we filled them with frameworks and strategies that make sense.
Working with you over the course of 9 months I feel like I’ve received a fast-tracked masters in marketing. The value I’ve received in understanding the importance of our customer, how to build strategies around them, and how to empower my team to succeed are immense. I feel like I’ve received a toolkit that will help me establish a strong, sustainable strategy for Bus.com, and will follow me throughout my career.
"If you should be so fortunate to have the opportunity to work with or hire Georgiana, do it, don't think twice."
In the startup ecosystem there is a lot of chatter about hiring "A" players. Georgiana is a rare example of one, a true professional. When we launched OpenDesks, building a community was a critical task. I called Georgiana and she led our community building initiative from that moment. She also made key contributions to SEO, SEM, analytics, brand strategy, marketing, PR, messaging, and copy. Her social media efforts were directly attributable to press coverage by Entrepreneur, NYT, and WSJ. Her technical skills are sharp; her instincts for all things digital are even sharper. If you should be so fortunate to have the opportunity to work with or hire Georgiana, do it, don't think twice.
"We learned a lot, took back control of our website and now have a solid plan we feel confident in."
We first reached out to Georgiana to help improve our marketing strategy, stack, and overall funnel. We found her to be very knowledgeable and easy to follow. We learned a lot, took back control of our website and now have a solid plan we feel confident in. If you have someone eager to learn more about marketing and are ready to take action at your company, I’d absolutely recommend working with her.
My (longer) story
…or 20 years in 375 words
When I began pursuing my degree in Digital Media, Communications at Concordia University in 1999, I knew I’d found my place, with the believers in how massively the Internet was changing everything. By the time I graduated in 2002, there was no turning back. The next few years of my life would be spent figuring out how to build a career online.
In 2002 I joined my family’s retail business, and brought it from a brick and mortar in the burbs to one of the largest and most recognizable retailers, #1 in Google and the first on social media in the city. I was hooked. (And, it was a pretty satisfying way to contribute to a business that kept a roof over my head as a kid.) It wasn’t long before others in the industry began to notice; I started writing a column for an industry mag and soon after started helping other businesses grow online.
Truly, it was in 2008 that everything changed. I discovered Twitter and the local tech community. I was inspired to lead a quickly growing local community (to 2000+ members), and monthly standing-room only events for women in tech. I began working with advertising, web and design agencies and consulted to small and medium-sized businesses, from tech startups to companies like Yellow Pages and AskMen.
In February 2012 I joined a young Vancouver-based startup called Unbounce. By my 2nd year my team more than doubled acquisition, contributing to the doubling of revenue for the company. In fact, for our revenue growth of 864% between 2012 and 2015, we were awarded the 14th spot in the Deloitte Technology Fast 50™. During my 5 years there I helped grow the company from 15 to 185 employees and from $1M to $15.6M in Annual Recurring Revenue, all without any major funding. I resigned as the VP of Marketing in January 2017.
Since 2017, I’ve been working directly with founders and their teams as a marketing exec for hire. I’ve helped high-growth SaaS companies like Appcues, Sprout Social and Knack scale as a growth advisor, marketing mentor and coach.