Product marketing
Positioning, messaging, customer segmentation, product launches, customer proof, and sales enablement.
Marketing executive · AI & B2B SaaS
Betsy
McKibbin
I turn complex technology into stories people understand—and businesses know how to buy.
A product and growth marketing leader with 20 years of experience building go-to-market strategy, category narratives, high-trust teams, and the systems that make marketing perform.
Seattle, Washington
900%revenue growth contribution at Yoodli AI
3×ARR growth at Yoodli AI and ParentSquare
5–45 team membersManaged small to mid-size teams
$55Mannual media portfolio led at agency scale
01 · Expertise
Art, science, and outcomes.
Betsy combines a software developer’s technical fluency with an executive marketer’s command of positioning, growth, communications, and team leadership.
Go-to-market strategy
Cross-functional readiness, partner motions, category creation, launch systems, and executive alignment.
AI & tech narratives
Translating sophisticated products into relevant, differentiated stories for enterprise buyers.
Demand generation
Full-funnel design, paid media, performance marketing, lead operations, and pipeline reporting.
Brand & communications
PR, executive communications, thought leadership, rebrands, AEO/SEO, and integrated campaigns.
Leadership
High-trust teams, C-suite partnerships, agency management, organizational systems, and public speaking.
02 · Selected work
Building the narrative—and the engine behind it.
Career highlights across high-growth AI, education technology, HR technology, and digital advertising.
Head of Marketing
Yoodli AI · 2025–2026
AI · Enterprise SaaS- Repositioned Yoodli from an AI roleplay communication tool into a B2B enterprise platform for AI skills agents.
- Built the demand-generation and product-launch functions from the ground up while growing the marketing team 5×.
- Launched the Google Cloud Marketplace partnership and joint GTM motion, generating $1M in ARR in six months.
- Expanded visibility through Axios, Fast Company, Business Insider, Forbes, Inc., and leading analyst firms.
VP of Marketing
ParentSquare · 2023–2025
AI · EdTech- Owned narrative across multiple product lines and scaled end-to-end GTM frameworks.
- Led brand, content, product, and growth marketing through national expansion and 3× ARR growth.
- Led launch campaigns for Attendance Plus and AI intelligence features, contributing more than $500K in pipeline.
Vice President, Marketing
Elevate K-12 · 2022
EdTech · Growth- Built inbound lead generation and the Salesforce systems for lead capture, routing, tracking, and reporting.
- Launched the company’s highest-performing digital campaign, generating more than $2.5M in attributable revenue.
- Directed PR strategy that secured national coverage including NBC Nightly News, Yahoo! Finance, and NPR.
Group Account Director
Spinutech · 2020–2022
Agency · B2B SaaS- Led a team of 40+ managing approximately $55M in annual media for major B2B SaaS and HR technology clients.
- Directed strategy across CRO, SEO, SEM, display, paid media, marketing automation, and reputation management.
- Built C-suite client relationships and presented new-business pitches.
03 · Career foundation
Technical roots. Broad leadership range.
From software development and analytics to brand leadership, integrated marketing, higher education, and enterprise growth.
Senior Director of Marketing
Drake University · 2018–2020
Associate VP of Marketing — Brand
Businessolver · 2017–2018
Head of Marketing
Ikan International · 2015–2017
Marketing Manager
Kum & Go Headquarters · 2013–2014
Senior Analyst, Global Forages
DuPont Pioneer · 2010–2013
Technology & Software Roles
Target and Securian Financial Group · 2007–2009
04 · Credentials
Capabilities built for modern growth.
Product positioningGTM strategyAI narrativesSales enablementExecutive communicationsAEO / SEOMarketing analyticsPerformance marketingCustomer advocacyPartner marketing
MBA, Full-Time ProgramIowa State University
B.A., Computer Science & B.B.A., Marketing Information SystemsDrake University
05 · Connect
Let’s build the story that moves the business.
Open to conversations about executive marketing leadership, AI and B2B SaaS growth, product marketing, and go-to-market transformation.