Sumo Logic
Senior Director, Digital Marketing | January 2019 – March 2023
Built the digital acquisition engine that supported 3.3x revenue growth from $90M to $300M ARR through a $2.2B IPO and Francisco Partners’ $1.7B take-private acquisition.
Impact at a Glance
Attributable Pipeline
$280M+
Across NoAm, EMEA, and APAJ markets
ARR Growth
$90M → $300M
3.3x growth during tenure
Annual Budget
$4M+
Full P&L across 15+ digital platforms
Pipeline Target Attainment
92%
Annual goal achievement
Organic Traffic Growth
+80%
Through SEO and content programs
Annual Test Wins
40+
Statistically significant experiments per year
The Challenge
Company Context
Sumo Logic was a cloud-native machine data analytics platform entering a critical inflection point. The company had established product-market fit but needed to scale its go-to-market engine to support aggressive ARR targets and prepare for a public offering.
The competitive landscape was dominated by Splunk, a legacy on-premise incumbent with massive market share and brand awareness. Sumo Logic’s advantage was its cloud-native architecture and modern SaaS economics, but the marketing engine needed to translate that technical differentiation into qualified pipeline at scale.
The challenge was threefold: build a digital acquisition system that could generate predictable, investor-grade pipeline; establish measurement frameworks rigorous enough for board-level reporting; and do it across global markets while managing efficient spend allocation.
My Mandate
- Own the global website, web operations, and all digital acquisition channels as primary growth surfaces
- Build a pipeline engine capable of supporting $300M ARR across NoAm, EMEA, and APAJ
- Establish experimentation and analytics as a foundational capability across Marketing, Product, and Sales
- Design the AWS Marketplace go-to-market strategy to unlock self-service acquisition at scale
- Position the company effectively against Splunk in digital channels
The Strategy
What I Built
The Result
Sumo Logic went public in September 2020 at a $2.2 billion valuation.
The digital acquisition engine built during this period directly supported the 3.3x revenue growth from $90M to $300M ARR, generating $280M+ in attributable pipeline with consistent target attainment. The company’s predictable pipeline generation and efficient go-to-market motion contributed to the premium valuation that attracted Francisco Partners, who completed the $1.7 billion take-private acquisition in February 2023.