Laura Carson

About Laura Carson

As a performance-driven marketing leader, I bring over two decades of experience in transforming business objectives into actionable strategies that fuel growth, drive innovation, and deliver measurable outcomes. My career is defined by a track record of elevating ARR, pipeline creation, and customer retention for B2B organizations. I specialize in demand generation, product marketing, customer advocacy, market positioning, and business development while managing multimillion-dollar budgets and leading high-performing teams of 50+ global professionals.I am passionate about fostering a culture of collaboration, accountability, and continuous improvement. Throughout my career, I have been recognized for my ability to simplify complex strategies into actionable plans and empower teams to exceed ambitious goals. My strategic leadership has been pivotal in helping organizations secure industry awards, enhance market positioning, and establish themselves as innovators in their fields.As Chief Marketing Officer, I lead a $13M marketing budget and oversee a global team of 50. My leadership has driven a 169% increase in new customer ARR bookings and contributed to 70% of the total new customer pipeline annually with 75% of new customer bookings originating from marketing-driven efforts. I re-engineered the Ideal Customer Profile (ICP) and prioritized high-ROI use cases. Despite a 19% budget reduction, I delivered a 17% pipeline growth by optimizing resources.My prior roles include Vice President of B2B Operations, where I launched a B2B business unit that accelerated customer acquisition and revenue. As sales VP, I led operations across 180 channels to improve forecasting, territory design, and quota allocation. Previously, I revamped sales operations and scaled the customer success organization, which drove a 70% product adoption rate and achieved a 98% customer retention rate while increasing NPS from 23 to 45.I am a lifelong learner and have completed executive leadership programs at the Center for Creative Leadership. Honored as the Gold Globee® Award winner for Woman Excellence of the Year in Marketing (2024), I continue to strive for innovative excellence.I welcome connections to discuss how my skills can help your organization grow, innovate, and succeed!

Experience

1. Chief Marketing Officer

   Verato

   Apr 2025 — Present

   I lead marketing with a strong belief that the most effective growth strategy starts with clarity—clarity of message, clarity of market position, and clarity of customer value.As CMO at Verato, my focus is on translating complex innovation into clear, differentiated market narratives that resonate with healthcare leaders, partners, and buyers. Much of my work sits at the intersection of product marketing, corporate storytelling, and commercial strategy—ensuring that what we build, how we position it, and how we bring it to market all reinforce one another.I am especially focused on: • Defining and evolving category-leading messaging • Translating product innovation into market relevance • Strengthening competitive differentiation • Aligning launches, campaigns, and thought leadership to business outcomes • Elevating voice-of-customer insights into positioning and content strategyMy background has consistently centered on helping organizations sharpen their story during moments of growth, transformation, and market expansion—building messaging frameworks that simplify complexity while preserving strategic depth.At Verato, that means helping healthcare organizations understand why trusted identity is foundational to better experiences, better data, and better outcomes.

Education

• Hesser College

  Associate's degree, Marketing

• Daniel Webster College

  Bachelor of Science (BS), Organizational Management

• Center for Creative Leadership

  Leadership at the Peak - Executive Development Program

Skills

• Organizational Effectiveness
• Strategic Partnerships
• Strategic Communications
• Saas
• Dashboard Metrics
• Channel Partners
• Tactical Solutions
• Customer Engagement
• Enterprise Software
• Sales Management
• Staff Development
• Solution Selling
• Tactical Operations
• Cross-Functional Team Leadership
• Tactical Sales Planning
• Strategy
• Tactical Management
• Salesforce.com
• Sales Enablement
• Organizational Development
• Lead Generation
• Demand Generation
• Tactical Development
• Project Scope Development
• Tactical Planning
• Customer Satisfaction
• Strategic Leadership
• SEO
• Business Process Improvement
• Go-to-Market Strategy
• Sales Operations
• Customer Retention
• Customer Service
• Marketing Communications
• Software as a Service (Saas)
• Marketing Automation
• Strategic Planning
• Tactical Communications
• Competitive Analysis
• Customer Experience