Cybersecurity
RunSafe Security.
Marketing became accountable for revenue — and started producing it.
01 — Summary
Built RunSafe Security's marketing function into a measurable growth engine for an embedded cybersecurity company. I led the strategy, team, brand, demand generation, content, product marketing, PR, analyst relations, events, SEO, lifecycle operations, and sales alignment required to scale. In 2025, marketing generated $3.6 million in pipeline across 79 deals, an increase of 168.5% year over year, and contributed 29% of total company pipeline and 69% of commercial pipeline. Website traffic increased 72%, event marketing sourced $925,000, content sourced $894,000, and organic search contributed $400,000 in new deal pipeline.
02 — Challenge
RunSafe had differentiated technology and deep technical expertise, but marketing needed the infrastructure, positioning, content, attribution, and demand programs required to support company growth.
03 — What I Did
- 01
Led the rebrand and company narrative to reposition RunSafe around the economic buyer and the business outcome of software supply chain protection.
- 02
Built a new website and product positioning that translated deep technical capabilities into clear buyer value.
- 03
Ran full-funnel demand generation spanning ABM, paid, content, events, and lifecycle programs.
- 04
Rebuilt HubSpot lifecycle stages, lead scoring, and attribution reporting so marketing could prove revenue impact.
- 05
Developed product and industry marketing to support vertical sales motions and buying committees.
- 06
Launched original research programs to create differentiated content and earn media and analyst attention.
- 07
Built SEO and AI search strategy to capture high-intent demand and secure top AI Overview positions.
- 08
Executed events and partner marketing to source pipeline and extend market reach.
- 09
Drove PR and analyst relations with Gartner, Forrester, and key publications to validate the category story.
- 10
Produced content, social, podcast, and video programs to build authority and feed the funnel.
- 11
Hired and developed the internal marketing team while managing a $1–2M budget with KPI-driven forecasting.
- 12
Aligned marketing and sales around one shared revenue plan, attribution model, and operating cadence.
04 — Results
Marketing-generated pipeline
$3.6M
Pipeline growth
168.5% YoY
Marketing-generated deals
79
Total pipeline from marketing
29%
Commercial pipeline from marketing
69%
Event-sourced pipeline
$925K
Content-sourced pipeline
$894K
Organic-search pipeline
$400K
Website traffic growth
72%
MQL-to-SAL conversion
53%
Gated-content conversion rate
18.4%
Media & bylines
59 media mentions and 19 bylines
AI search visibility
Seven priority terms in top AI Overview position
In their words
I have had the pleasure of working with Staci both as the Founder of Uncommon Marketing Works and later as our SVP and Chief Marketing Officer at RunSafe Security. Staci brings a combination of strategic marketing expertise, sales acumen, and executive leadership. She has an exceptional ability to understand complex technologies, translate them into compelling market narratives, and build programs that drive measurable business results. During her time at RunSafe, she transformed marketing into a significant contributor to pipeline growth, strengthened our market position, led a successful rebrand, and built a scalable marketing foundation that continues to support the company's growth. Beyond her professional capabilities, Staci is a trusted advisor, collaborative leader, and someone who consistently raises the performance of the teams around her. I highly recommend her to any organization seeking a results-driven marketing executive who can align strategy, execution, and revenue impact.
I highly recommend Staci for any full-time or fractional marketing leadership role. She is one of the most diligent and results-driven professionals I have had the pleasure of working with. Staci has a unique ability to anticipate what needs to be done to build pipeline, strengthen brand recognition, and increase market value. She develops strategic plans and executes programs that consistently exceed expectations. She is highly effective at leveraging modern tools, leading teams, and driving measurable business outcomes. What sets Staci apart is her willingness to both lead and execute. She is a true team player who can roll up her sleeves when needed while also effectively managing teams across all facets of marketing. Her expertise spans demand generation and integrated marketing programs, including webinars, podcasts, print and digital media, content marketing, blogs, events, and conferences. As a sales leader, I always valued partnering with Staci because I knew marketing would deliver. She consistently created an environment where inbound leads, brand visibility, and pipeline growth supported and accelerated sales success. Any organization would benefit from her leadership, strategic vision, and execution capabilities.