Work History

Work History | Areas of Expertise | Sample Work | Recommendations

Canvas Cloud, Remote
Director of Marketing
Sept 2025 – Present

Leading brand strategy, demand generation, and community engagement for Canvas Cloud, a Salesforce Consulting Partner founded in 2019, that helps nonprofits and SMBs expand their use of Salesforce through implementation, enhancement, and collab managed services.

Brand Identity & Messaging: Refreshing and refining Canvas Cloud’s positioning to highlight our approachable, strategic, and impact-driven personality, with consistent messaging across the website, presentations, and client outreach.
Community Engagement: Building recognition at Salesforce events (Agentforce, Dreamin’ conferences, user groups, and Dreamforce) as well as related industry sector events in nonprofit and clean energy. Signature activations include the Daniel Doodle persona, custom collectible event buttons, and the “blue beret” branding that make Canvas Cloud a memorable part of the Salesforce Ohana.
Content & Campaigns: Launching the Canvas Cloud Chronicles newsletter, thought leadership blogs, videos, webinars, and creative event campaigns that showcase expertise in Experience Cloud, NPSP to NPC, and Salesforce solutions.
Lead Generation & Growth: Driving targeted outreach through segmentation strategies for Salesforce users, supported by Google Ads, LinkedIn campaigns, and co-marketing initiatives.
Executive Marketing Leadership: Partnering with the leadership team to build scalable marketing foundations while driving awareness, pipeline growth, and client success stories.

Red Hill Creek Enterprises, LLC, Ellicott City, Md.
Fractional CMO | Marketing Consultant | Author | Principal
Oct 2022 – Present

Red Hill Creek Enterprises was founded in 2023 in order to formalize professional consulting and publishing activities for Alissa Arford.

Marketing Advisor: B2B consulting firms, scientific technology platforms, and nonprofits. Provide strategic guidance and hands-on execution across brand positioning, demand generation, and content marketing.
Strategic Positioning: Help clients define value propositions, refine messaging, and align offerings with audience needs—including a Salesforce consulting firm and a genomic data intelligence company.
Data-Driven Growth: Built marketing strategies informed by analytics and market research to optimize budget allocation, channel mix, and campaign performance.
Lead Generation & Nurturing: Create demand gen programs and lead nurture tracks to increase conversion rates and shorten sales cycles.
Content & Thought Leadership: Develop content strategies to elevate brand visibility and position clients as trusted experts in their respective industries.

The OBO Group/Aptitude 8, Columbia, Md.
Marketing Manager
Jan 2024 – April 2025

Lead company marketing efforts at Aptitude 8 and OBO, HubSpot Elite Solutions Partners.

Developing branding, messaging, advertising, and PR strategies.
Creating high-impact content across websites, blogs, social media, webinars, videos, podcasts, and digital campaigns.
Produced the popular UpYourStack podcast showcasing HubSpot apps.
LinkedIn and Google ad campaigns to drive lead generation and maximize ROI.
Coordinating relationships with external consultants and vendors to ensure cohesive marketing execution.
Supporting partner relations and trade show marketing to strengthen industry presence.

Breadwinner Integrations, Remote
VP of Marketing
Mar – Oct 2022

Led a growing global marketing team to promote Breadwinner, the top-rated integration solution between Salesforce and finance software (NetSuite, QuickBooks, Xero) for businesses of all sizes. The Breadwinner Payments app connects Salesforce with payment processing platforms (Stripe, Square, Braintree, Venmo, PayPal).
Oversaw the development and management of websites, blogs/content/SEO, graphic design, video production, digital communications/email/newsletters, advertising, PR/media relations, social media, sales collateral, events, analytics, and Salesforce/partner relations.
As part of the leadership team reporting to the CEO, I developed the first comprehensive brand identity and key messaging playbook and worked to maintain brand integrity across platforms.
Managed media relations and developed contacts with media members, influencers, and community leaders.
Developed/tracked KPIs and engagement across various platforms to make data-driven decisions.
Coordinated company presence at industry events, trade shows, and conferences. Attended in-person trade shows and virtual events.
Supported sales, business development, channel/partner outreach, and customer success efforts.
Managed social media for company accounts, with a focus on LinkedIn and Twitter.

Accounting Seed, Columbia, Md.
Head of Marketing
Oct 2018 – Feb 2022

Led a growing marketing team in the development and management of websites (AccountingSeed.com and TonyZorc.com), blogs, graphic design, video production, digital communications, advertising, media relations, social media, sales collateral, events, analytics, and Salesforce relations.
Promoted “Accounting Seed,” the top-rated accounting solution on the Salesforce AppExchange.
Reported to the CEO (Tony Zorc) and managed 5-8 full-time employees including: marketing/PR manager, digital marketing manager/Salesforce & Pardot Administrator, digital marketing/SEO specialist, Salesforce/partner marketing associate, senior writer/content manager, graphic designer, visual storyteller, junior videographer, and interns. Helped build the team up from two marketing positions in 2018.
Reimagined marketing budget during COVID-19 to reallocate in-person event funds into other channels – webinars, virtual interviews, PPC, online commercials, and lead-gen/sales engagement tools.
Directed all in-bound and out-bound marketing efforts including Google AdWords, Microsoft/Bing Advertising, retargeting/remarketing), social media channels (Facebook, LinkedIn, Instagram, Twitter, YouTube), email customer journey/top-of-mind/drip campaigns using Pardot, direct mail, print/magazine, trade show, merchandise, content sponsorships, and lead-gen activities.
Secured increases or year-over-year equivalent leads during every quarter in 2019, 2020, and 2021.
Led rebranding effort for Accounting Seed (2019) and launch of Tony Zorc Enterprises (2020), including new websites, logos, graphic identities, and mission, vision, and positioning statements.

Robert H. Smith School of Business, University of Maryland, College Park, Md.
Director of Online Strategy
Jul 2010 – Mar 2018

Led Digital Marketing Communications Efforts:

Oversaw development, design, management, and editing of 10,000-page external website, faculty/staff intranet, social media, online marketing efforts, and video production to promote academic business programs (undergrad, MBA, specialty masters, PhD, executive education), 12 business and research centers, career services, alumni, development, diversity and inclusion, human resources, global study, events, faculty directory, research, magazine, newsletters, blogs.
Managed the school’s digital team: website designer, front-end Drupal developer, photographer- videographer, and up to seven MBA, undergrad and high school student workers/interns.
Worked with 15-person MarComm team and trained/mentored 40+ colleagues on content strategy and established integrated marketing campaigns: website/microsite/landing pages, SEO/keywords, event/email marketing, advertising, social media, media outreach, news creation.
Managed 25+ social media accounts via Hootsuite Enterprise System (Facebook, Twitter, LinkedIn, Instagram, YouTube, Snapchat geofilters).
Analyzed website traffic using Google Analytics and refined SEO strategies, as needed.
Developed innovative ways to increase website traffic and social media reach: contests, BuzzFeed-style articles, online quizzes, Instagram takeovers, Boomerang videos.
Conducted workshops and consulted with faculty, students, partner companies, alumni, and administrators on best practices for personal branding and media relations.
Worked with videographer to produce promotional, student-yield and community-building videos.
Worked with team to develop intranet in Drupal for 500+ faculty and staff.
Managed procurement process for all digital marketing RFPs and sole source requests.
Led $200K branding and responsive web design project in Drupal with vendor, including development of a custom branding workshop for senior leaders which led to the establishment of four brand pillars, five attributes and a positioning statement.
Partnered with IT department to establish an online helpdesk to manage website requests.

Guest Lectures & Speaking Engagements:

Guest lecturer in UMD business courses (undergrad, MBA, Exec Ed) and career workshops on online branding, social media, Hootsuite, Google Analytics, SEO, and content strategy. (2012-18)
Event planner and speaker at UMD’s annual #UMDsocial Conference. (2016-17)
Speaker at Journalism Day (J-DAY) for the Maryland–D.C. Scholastic Press Association on online marketing and effective event coverage for high school students. (2014-16)
Led summer course on Twitter for high school students in UMD’s SELF program. (2016)
Brand to Web Higher-Ed Presentation: Council for Advancement & Support of Education (CASE) Marketing Conference; Association to Advance Collegiate Schools of Business (AACSB) National Conference; National Council for Marketing & Public Relations (NCMPR) Conference. (2014)

Recent Awards & Recognition:

Top Holiday Video, Examiner.com (2015)
Best Business School Holiday Video, Poets & Quants (2014)
Top Five Business Schools on Twitter, Eduvantis Digital (2014) @SmithSchool
100 Most Social Media Friendly MBA Schools for UMD-Smith, OnlineMBAPage.com (2013)
Best Business School Use of Social Media (#18), BizEd (2012)
Platinum Award – Celebrating Rudy Lamone – Specialty Web/Microsite, MarCom Awards (2012)
Best B-school Twitter Feed of the Year @SmithSchool, B2BTOTY (2011, Runner-up 2010 & 2012)

Director, Digital & Print Communications
Jan 2004 – Jun 2010

Oversaw development, design, management, and editing of all Smith School websites, alumni magazine, print newsletters, e-newsletters, video, podcasts, and internal communications.
Managed communications team: writer/editor, website developer/designer, website/video coordinator, business analyst, internal communications manager, and student workers.
Launched the school’s Center for Financial Policy – managing all marketing efforts for the center.
Initiated and managed social media accounts: Facebook, Twitter, YouTube, LinkedIn, Pinterest.
Led blogging initiative for MBA students and faculty members using WordPress.
Managed business school rankings and survey data collection and conducted competitive and data analysis to suggest strategies for improvement.
Managed $200K “Leaders for the Digital Economy” branding initiative, including a new graphic identity and redesigned U.S. website and Chinese website (bilingual/Mandarin) (2004); led in-house website redesign effort (2008); and agency-produced website refresh (2010).
Created weekly e-newsletters for faculty, staff and students to improve internal communication.
Conducted usability testing (click streams, eye tracker) during all website redesign projects.

Assistant Dean/Exec Director (Acting), Marketing Communications
Jan – Jun 2008

Led 10-person team in strategic marketing and communications outreach; developed key priorities for FY 2008-09 and prepared $2M budget; served as chief communications officer, working with all units in the school and collaborating with campus officials on UMD initiatives.
Wrote official communications, speeches; orchestrated launch of school’s new dean in May 2008.

Manager, Web Communications
Jan 2000 – Dec 2003

Served as website manager, graphic designer, writer/editor, photographer, videographer.
Managed and launched the first comprehensive website for school using HTML initially, then FrontPage, including the first online faculty expert directory and school intranet.
Produced monthly alumni e-newsletter; wrote for alumni magazine (three/year, circulation 40K) and faculty research newsletter (quarterly) and created first online editions of publications.

Automotive Service Association (ASA)
Bedford, Texas

Website Manager/ Communications Specialist
Jan 1997 – Dec 1999

Managed digital marketing and award-winning ASA website, International Autobody Congress & Exposition (NACE) website (four languages), and related websites in HTML. (Membership 15K).
Wrote functional specifications and supervised technical vendor on creation of Java Applets, JavaScripts, CGI programs, databases, including online registration forms, database conversion, searchable databases, dynamic pages, and shopping cart features.
Managed online advertising and negotiated sponsorships, alliances and affiliate programs.
Wrote monthly column on web marketing and other articles for AutoInc. (circulation 20K).
Developed online surveys, compiled/analyzed data, wrote national press releases on findings.
Wrote, edited, designed, and evaluated all web promotional pieces (direct mail, brochures, ads).
Provided technical support and online consulting services for members, consumers and staff.
Worked ASA-sponsored international tradeshows (45K attendees): booth demos, workshop presentations, member consultations, and online daily show publication production.
Improved internal communications by creating a four-page printed newsletter in QuarkXPress.

McGraw-Hill Companies, F.W. Dodge Division
Lutherville, Md.

Construction News Reporter
Aug 1994 – Jun 1996

Gathered construction information from 80+ federal, state and military sources in Maryland and Delaware for “Dodge Reports,” a national construction news service.

EDUCATION

University of Maryland, College Park

2010 Executive MBA, Robert H. Smith School of Business (#10 EMBA, U.S., Financial Times, 2018)

1994 B.A., Philip Merrill College of Journalism, concentration in advertising, minor in psychology

SKILLS & TOOLS

CRM & Marketing Platforms: Salesforce, HubSpot, Pardot, Marketing Cloud, ActiveCampaign, MyEmma, Constant Contact, Mailchimp, Salesloft, SalesReach, Cognism, Accounting Seed

Marketing Strategy & Execution: GTM Strategy, Lead Generation, Demand Generation, Partner Marketing, Product Marketing, Brand Development, Content Marketing
Digital Marketing, AI & Analytics: Google Analytics, Google Ads, Microsoft/Bing Ads, Meltwater, ahrefs, ChartMogul, Salesforce/Tableau/Einstein Analytics, Lucidchart

AI Platforms: ChatGPT, Gemini, HubSpot Breeze, Salesforce Einstein/Agentforce, Descript

Content & Creative: Blogging, Video Production, Scriptwriting, AI-Assisted Writing, Thought Leadership, PR/Media Relations, Email Marketing, Social Media Campaigns

Design & Web Tools: Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere), Canva, iMovie, WordPress, Drupal, SquareSpace, HTML/CSS

Project Management: ClickUp, monday.com, Slack, Zoom, Jira, SmartSheets, G Suite, MS Office

Social Media Platforms (Admin Experience): LinkedIn, X/Twitter, Instagram, Facebook, YouTube, TikTok, Bluesky, Threads, Pinterest, WeChat, Weibo, YouKu; Admin Tools: Hootsuite, Assembly

CERTIFICATIONS

Google Ads Fundamentals
Completion ID: 20935477

HubSpot Inbound Marketing Certification
Issued Jun 2024 · Expires Jun 2026
Credential

Founding Member, Women in Tech for Gender Equality
Issued Feb 2023
Credential ID founding-member-5wGiPAx

AWARDS & RECOGNITION

Maryland State Fair: First Place, Black & White Photography (2023)
Poets & Quants: Best Business School Holiday Video (2014)
Eduvantis Digital: Top Five Business Schools on Twitter (2014)
BizEd Magazine: Best Business School Social Media (#18, 2012)
MarCom Awards: Platinum Winner, Specialty Microsite (2012)
B2BTOTY: Best Business School Twitter Feed (Winner 2011, Runner-up 2010, 2012)
Examiner.com: Top Holiday Video (2015)

Check out Alissa’s Areas of Expertise