Brock Watson

About

B2B marketing leader with 16+ years driving demand generation, pipeline growth, and brand equity across SaaS, cybersecurity, and technology companies. Proven expertise scaling MarTech stacks, building ABM programs from scratch, and delivering measurable ROI across the full funnel—from brand awareness to closed revenue—while leading and growing teams and owning GTM strategy in fast-moving, data-driven environments.

Experience

• VP of Marketing · Park.Easy07-01-2025

  Built full marketing function from zero including GTM strategy, brand identity, ICP segmentation, demand generation, product positioning, sales enablement, and MarTech stack; led a cross-functional team of internal contributors, outside vendors, and contractors across all workstreams. Conducted TAM/SAM/SOM sizing across a multi-billion-dollar smart parking and connected vehicle market; defined competitive differentiation and messaging framework used across all channels and sales conversations. Landed a multi-year enterprise pilot at San Diego State University (13,000+ parking spaces; approximately $500K projected contract value) and built a qualified pipeline including Stanford University, UC San Diego, LAZ Parking, and INRIX. Negotiated and closed technology partnerships with Mobilisights (Stellantis), Ford, OffStreet, and Modii; secured 30+ investor meetings through targeted cold outreach with persona-specific messaging and materials. Represented Park.Easy at multiple industry events, driving partnership conversations with global organizations including Arrive and Verra Mobility. Developed deep product fluency across the platform's core V2I technology, enabling precise positioning, messaging, and sales enablement across all operator and partner conversations.

• Director of Marketing · P3 Adaptive05-01-2024 – 07-01-2025

  Led and grew the marketing team over tenure, adding headcount across demand generation, content, and design; coordinated internal team, multiple external agencies, and executive leadership on cross-functional GTM initiatives. Built comprehensive attribution modeling from scratch connecting first touch through opportunity, contributing to an 80% increase in pipeline velocity and bringing LTV:CAC to the 4:1 target range. Drove a 742% increase in brand awareness through SEO, GEO, and AEO content strategy, scaling top-of-funnel pipeline to maximum sales capacity and establishing a differentiated voice in the Microsoft data analytics category. Rebuilt ICP segmentation and lead scoring around personas ranked by likelihood to convert and decision-making authority, improving MQL to SQL conversion and reducing wasted BDR time on low-quality leads. Managed an outside brand agency through a full rebrand process and built and optimized the full MarTech stack including Salesforce and Account Engagement.

• Marketing Consultant – Contract · Glassbeam01-01-2024 – 07-01-2025

  Led cross-functional teams spanning marketing, sales, and operations, and managed external agency partners across paid media, content, webinars, ABM, and events throughout both tenures. Increased funnel velocity by over 50% and drove a 95% increase in engagement across all channels by rebuilding the demand generation engine around ICP behavior, buying stage, and automated lifecycle tracks. Achieved 3x pipeline-to-bookings with paid media performance 15% above B2B industry benchmarks through precise segmentation, creative iteration, and continuous performance optimization. Elevated brand from low recognition to unaided recall in target healthcare markets through a sustained ABM, content, and event program; led full website redesign and multimedia content hub strategy. Implemented dark funnel de-anonymization to enrich CRM, MAP, and CDP data; built and managed the full MarTech stack and partnered with sales and product leadership on GTM strategy and launch execution.

• Marketing Director · Glassbeam09-01-2022 – 01-01-2024

  Led cross-functional teams spanning marketing, sales, and operations, and managed external agency partners across paid media, content, webinars, ABM, and events throughout both tenures. Increased funnel velocity by over 50% and drove a 95% increase in engagement across all channels by rebuilding the demand generation engine around ICP behavior, buying stage, and automated lifecycle tracks. Achieved 3x pipeline-to-bookings with paid media performance 15% above B2B industry benchmarks through precise segmentation, creative iteration, and continuous performance optimization. Elevated brand from low recognition to unaided recall in target healthcare markets through a sustained ABM, content, and event program; led full website redesign and multimedia content hub strategy. Implemented dark funnel de-anonymization to enrich CRM, MAP, and CDP data; built and managed the full MarTech stack and partnered with sales and product leadership on GTM strategy and launch execution.

• Digital Marketing Manager · Proficio05-01-2019 – 09-01-2022

  Scaled ICP top-of-funnel activity by 281% through integrated paid acquisition, SEO, lifecycle email, and content syndication; delivered 20% above B2B average CTR and 70% above CVR, outperforming Gartner benchmarks for the cybersecurity sector. Developed and executed co-branded campaigns with partners like AWS that generated significant earned attention: competing AWS partners independently contacted AWS to replicate the campaign, only to be told the concept originated with Proficio. Doubled ranked organic keywords through a systematic domain authority and content SEO program, improving inbound lead quality and reducing CPL across organic channels. Built automated nurture and re-engagement programs in Pardot and Salesforce that improved BDR efficiency, shortened the sales cycle, and reduced churn; managed agency and vendor relationships across paid and organic channels.

• Digital Marketing Director · AGW Group01-01-2016 – 05-01-2019

  Led brand strategy, campaign development, and multi-channel execution for national clients including AT&T, Spectrum, DISH, DirecTV, Unified Port of San Diego, NFL Alumni Association, and VAI Resort, Arizona's largest hotel and entertainment destination. Managed paid media, SEO/SEM, content, social, and event programs across a diverse client roster, building distinct brand voices and campaign systems for fundamentally different categories and audiences. Consistently delivered performance above client benchmarks across paid and organic channels while managing multiple simultaneous client engagements.

• General Manager – Americas · SteelOrbis02-01-2012 – 02-01-2016

  Grew the client base by 7,692 accounts (455% increase) and expanded US market penetration from 7% to 81%, maintaining an average retention rate above 80%. Led international expansion into Mexico, South America, and Central America, including full rebranding and product repackaging for new markets. Planned and executed multiple national and international industry events annually, driving brand visibility and pipeline across the Americas.

• Marketing Manager – US · SteelOrbis03-01-2009 – 02-01-2012

  Grew the client base by 7,692 accounts (455% increase) and expanded US market penetration from 7% to 81%, maintaining an average retention rate above 80%. Led international expansion into Mexico, South America, and Central America, including full rebranding and product repackaging for new markets. Planned and executed multiple national and international industry events annually, driving brand visibility and pipeline across the Americas.

Education

• San Diego State UniversityMBA, Marketing

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