$ fractional marketing --for devtools
Marketing that developers trust
Fractional product marketing, events, and content that showcase your unique point of view.
ARR growth across a developer platform portfolio
New and expansion revenue captured in 12 months
Weekly subscribers at a seed-stage startup, while lowering CAC
01 / Services
A senior marketeer, plugged in where you need it
You've built a great tool, I'll help the right developers find it, understand it, and choose it.
Product marketing
Positioning and messaging for launches at the right tehnial depth.
- Positioning and messaging frameworks
- Tiered GTM launch playbooks
- Website and docs copy, optimized for AI and agent discovery
- Analyst relations and sales enablement
- Interactive demos and onboarding experiments
Event marketing
Corporate and sponsored events that build pipeline and community.
- Global event strategy and logistics
- Sponsorship selection, activations, workshops, and ancillary events
- Owned conferences: CFP, agenda, speaker coaching
- Speaking strategy for founders and engineers
Content marketing
Story-driven, technically credible content that earns attention and converts.
- Content strategy across blog, social, podcast, video
- Lead magnets: white papers and research reports
- Customer story and "built-with" programs
- Employee speaker & writer bureaus
Who I work with
Developer tools and DevOps companies, at the stage where marketing has to start pulling its weight.
Ways to work together
Ongoing
Fractional marketing
Whether you need strategy or hands-on execution, I'll work with your team a set number of days per week.
Project
Launch & positioning sprint
Prepare for a new product launch with messaging, assets, sales enablement and GTM startegy.
Project
Event strategy & execution
Hosting or sponsoring an event I can cover everything from logistics to day-of support.
02 / Results
Developer marketing results
Shorebird
Head of Marketing · 2025–2026Full-stack marketing for a 7-person, seed-stage mobile developer tooling startup.
- Doubled weekly subscribers with PLG, LinkedIn ads, and field events
- Held a 15–20% conversion rate, while reduing CAC
- Built product and company messaging and brand voice from scratch
- Implemented HubSpot with multi-touch attribution tied to revenue
- Optimized site and docs for AI and agent discovery
- Launched a global community ambassador program
Cloudflare
Director, Dev Product Marketing · 2022–25Go-to-market for 20+ serverless and AI products on the developer platform.
- Fueled 5× ARR growth through positioning, messaging, and full-funnel campaigns
- Built and scaled a 6-person developer marketing team
- Recruited 100 customers into the "built-with" storytelling program
- Improved analyst positioning in edge and AI computing
- Streamlined sign-up flow for a 10% lift in sign-ups
LaunchDarkly
Dev Marketing & DevRel · 2019–22Built the developer marketing function from the ground up.
- Captured $9M+ in new and expansion revenue in 12 months
- Founded the Speaker & Writer Bureau — 50 pieces in 9 months
- Program chair for the annual Trajectory conference
- Created the certification program: 80+ exam questions, 60-person pilot
Catchpoint
Director, Product Marketing · 2016–19Messaging and integrated campaigns for digital experience monitoring.
- Authored the inaugural State of SRE Report — now in its 7th year
- Content consistently ranked in the top 50 search results
- Drove pipeline with integrated, story-led campaigns
03 / Writing
Selected articles
Serverless, DevOps, digital experience, and the human behavior behind the technology.
04 / Events
Event planning and programming
Trajectory conference
Ran the CFP, wrote the agenda, curated and mentored speakers, managed social, and oversaw day-of operations.
Global event program
Keynote, activations, technical workshops, sponsorships, and ancillary events to establish category leadership.
Developer field events
Planned developer programming at events, bringing customers on stage to tell their stories.
DevOpsDays Chicago
Helped plan and program the community-run DevOpsDays conference.
DevOpsDays Seattle
Helped plan and program the community-run DevOpsDays conference.
Write/Speak/Code
Ran workshops to help technologists build the confidence to write and speak publicly.
05 / About
Psychologist by training. Technologist by career. Marketer by choice.
I'm Dawn, a developer-focused marketing leader with 25+ years in tech. I started as a special education teacher, earned an MA in Psychology, then spent years in support, sales engineering, and product management, before moving into marketing.
That path is why my work lands with technical audiences. I've sat on the other side of the demo, I know what engineers will roll their eyes at, and I understand what makes people change their behavior.
Today I bring that experience to early and growth-stage developer tools and DevOps companies as a fractional marketer. Whether that's setting the strategy or rolling up my sleeves to execute it.
$ ./get-in-touch
Let's get your tool in front of the developers who need it.
Tell me where you are, what you're launching, and what's stuck. I'll tell you whether I can help.
Connect on LinkedIn