My role at TrustRadius
I served as VP of Audience & Review Generation at TrustRadius from 2019 to 2023 and was a member of its leadership team. My remit brought audience growth and review generation together inside a B2B software review marketplace.
I connected audience and review generation to qualified pipeline during the company’s growth from seven-figure to eight-figure revenue. That is context for my tenure, not a claim that my work alone produced the company’s revenue growth.
Working with both sides of the marketplace
Buyers come looking for useful information about products. Vendors need to reach relevant buyers and understand how that activity connects to their business. Review contributors supply the experience that makes the exchange useful.
My work brought UGC, organic discovery, and product engagement into that relationship. It gave me experience considering customer participation and audience demand together, alongside the commercial path to qualified pipeline.
UGC and product-led growth belong in the same conversation
My TrustRadius experience included product-led growth connected to sales pipeline. I brought audience growth and review generation into work that also involved how people engaged with the product.
Acquiring an audience is one responsibility; helping people get value from the experience and understanding their next step is another. I want marketing, product, and sales to be able to explain how those steps connect.
How I apply that experience now
For a company building a review or customer-evidence program, I would start with four questions:
- Participation: Which users have relevant experience, and what would make contributing practical?
- Buyer usefulness: Which questions, objections, and trade-offs should the evidence help someone evaluate?
- Distribution: Where should that evidence appear across discovery, product evaluation, and sales conversations?
- Business outcomes: What can we observe about engagement, qualified pipeline, and revenue—and what remains unknown?
These are questions I recommend for a new engagement. They are not a reconstruction of proprietary TrustRadius processes.
Give each form of evidence a clear job
| Evidence | Buyer question | What I would check |
|---|---|---|
| Peer review | What is this like to use? | Use case, recency, specific strengths and limitations |
| Customer story | How did a similar team make it work? | Starting point, implementation, result, and conditions |
| Reference conversation | Can I ask about my specific concern? | Customer fit, willingness, and availability |
| Community contribution | How do other people solve this problem? | Firsthand context, useful detail, and relationship disclosure |
This is my recommended planning framework, not a measured comparison of channel performance.
Bring this experience into your marketing
I help teams develop peer-review and UGC programs as part of customer evidence, content, search, and revenue measurement. You can hire me for a focused project or ongoing ownership.
Explore peer review and UGC consulting
Related work: buyer research, content strategy, and analytics and measurement.
Experience note: This is my first-person account of my role. It does not disclose internal TrustRadius data or present a quantified case study. Updated September 9, 2026.