Versatile marketing leader with deep experience across Healthcare SaaS, Private Equity, Fintech, startups and Financial Services. I bring a unique blend of digital marketing strategy, marketing operations, and creative direction to drive measurable results across B2B and B2C environments. From scaling startups to guiding campaign planning, creation and execution, I’ve built and led marketing initiatives that accelerate growth and improve customer engagement. At PracticeTek, a private equity backed firm with a portfolio of 18 healthcare SaaS brands, I led a centralized Marketing Operations Center. I built the team from the ground up, guided strategic alignment across brands, and navigated complex change management during a multi-company merger. My background includes working in-house, at agencies, and startup environments with national brands like Texas Capital Bank, American Airlines, Disney Parks & Resorts, T.G.I. Friday's, Kyocera, CiCi's Pizza, and Tuesday Morning. I specialize in: - Marketing automation & CRM strategy - Digital & email marketing - Brand and website development - Art direction & creative leadership…

Kari Cesta

Versatile marketing leader with deep experience across Healthcare SaaS, Private Equity, Fintech, startups and Financial Services. I bring a unique blend of digital marketing strategy, marketing operations, and creative direction to drive measurable results across B2B and B2C environments. From scaling startups to guiding campaign planning, creation and execution, I’ve built and led marketing initiatives that accelerate growth and improve customer engagement. At PracticeTek, a private equity backed firm with a portfolio of 18 healthcare SaaS brands, I led a centralized Marketing Operations Center. I built the team from the ground up, guided strategic alignment across brands, and navigated complex change management during a multi-company merger. My background includes working in-house, at agencies, and startup environments with national brands like Texas Capital Bank, American Airlines, Disney Parks & Resorts, T.G.I. Friday's, Kyocera, CiCi's Pizza, and Tuesday Morning. I specialize in: - Marketing automation & CRM strategy - Digital & email marketing - Brand and website development - Art direction & creative leadership…

Available to hire

Versatile marketing leader with deep experience across Healthcare SaaS, Private Equity, Fintech, startups and Financial Services. I bring a unique blend of digital marketing strategy, marketing operations, and creative direction to drive measurable results across B2B and B2C environments. From scaling startups to guiding campaign planning, creation and execution, I’ve built and led marketing initiatives that accelerate growth and improve customer engagement.

At PracticeTek, a private equity backed firm with a portfolio of 18 healthcare SaaS brands, I led a centralized Marketing Operations Center. I built the team from the ground up, guided strategic alignment across brands, and navigated complex change management during a multi-company merger.

My background includes working in-house, at agencies, and startup environments with national brands like Texas Capital Bank, American Airlines, Disney Parks & Resorts, T.G.I. Friday’s, Kyocera, CiCi’s Pizza, and Tuesday Morning. I specialize in:

  • Marketing automation & CRM strategy
  • Digital & email marketing
  • Brand and website development
  • Art direction & creative leadership
See more

Skills

Experience Level

Language

English
Advanced

Work Experience

Head of Demand Generation at HUB
April 1, 2026 - Present
Built the B2B home services demand generation function from the ground up for a software startup, managing paid search, social media, email marketing, events, SEO, and web strategy to fuel the pipeline. Leveraged AI tooling (ChatGPT, Claude, and Co-Work) to expedite production and improve campaign velocity.
Sr. Director of Marketing at PracticeTek
August 20, 2025 - October 20, 2025
Led centralized marketing services operations for a private equity-backed healthcare SaaS organization with a portfolio of 18 software brands. Oversaw marketing operations center including digital marketing, paid media, SEO, content, design, marketing automation (HubSpot), CRO/CRM initiatives, and event execution (trade shows and webinars) across all brands. Directed 12+ website redesigns and migrations to Webflow improving UX and driving ~200% average conversion rate lifts. Managed creative execution and quality control, owned the marketing technology stack and integrations, championed AI for branded copywriting via a GPT solution, collaborated with vertical marketing and sales teams on pipeline growth initiatives, and scaled project support using a network of external freelancers.
Director of Marketing at PracticeTek
January 1, 2024 - October 31, 2025
Consolidated marketing at the holding-company level, established a project intake process and Asana workflows tailored to multiple project types, and led project management for the team. Implemented scalable HubSpot workflows and best-practice email programs using custom properties and HubSpot Business Units to improve lead nurturing and conversions.
Senior Director of Marketing at PracticeTek
August 1, 2022 - October 31, 2025
Led centralized marketing services operations across a private equity-backed healthcare SaaS portfolio of 18 brands. Oversaw the Marketing Operations Center covering digital marketing, paid media, SEO, content, design, marketing automation (HubSpot), CRM, and event execution (trade shows & webinars). Spearheaded 12+ website redesigns/migrations to Webflow improving UX and boosting conversion rates ~200% on average. Owned the marketing technology stack, championed AI usage for faster brand copywriting, and managed cross-functional alignment with sales and vertical marketing teams. Built and scaled the team from 4 to 18 through intentional hiring and mentorship; retained 95% of talent during tenure.
Director of Marketing at ClearSpend
March 1, 2022 - June 30, 2022
Collaborated with the Head of Marketing on day-to-day marketing operations for a fintech startup. Evaluated partnerships and paid media opportunities, supported budgeting and master calendar planning, developed digital marketing campaigns, and managed projects across the team. Also executed marketing in email (HubSpot), social (paid/organic), SEM, and events; planned trade shows and events; managed creative asset production with internal designers and freelancers; reported/analyzed performance using Databox and HubSpot. The company dissolved shortly after joining due to inability to secure funding.
VP, Creative and Marketing at Texas Capital Bank
November 1, 2021 - February 28, 2022
Promoted internally to VP. Led a major corporate rebrand across digital and print channels. Managed partner marketing with American Airlines for Bask Bank (a digital consumer bank), focusing on brand visibility and engagement across digital and print channels. Collaborated with web developers as a design and UX advocate for ongoing site improvements. Ensured compliance across all assets in a highly regulated environment.
Officer, Senior Graphic Designer at Texas Capital Bank
November 1, 2019 - November 30, 2021
Produced multi-channel marketing materials supporting events, product launches, and business development including print, digital, email, and web assets in a regulated financial services environment. Promoted internally to AVP in November 2019.
Officer, Senior Graphic Designer at Texas Capital Bank
November 1, 2017 - October 31, 2019
Collaborated with marketing managers to produce multi-channel marketing materials supporting events, product launches, and business development, including print, digital, email, and web assets. Promoted internally to AVP (November 2019).
VP, Creative and Marketing at Texas Capital Bank
August 1, 2015 - February 28, 2022
Led a team of four overseeing email marketing, creative strategy and production, and campaign execution across digital and print. Directed multi-channel marketing initiatives for business lines including SBA & Private Wealth. Managed vendors and agencies, including development of a branded merch and e-store while ensuring brand and compliance alignment in a heavily regulated financial services environment. Promoted to VP in November 2021 and led a major corporate rebrand across digital and print; managed American Airlines partner marketing for Bask Bank (digital consumer bank) focused on brand visibility and engagement. Collaborated with web developers as design/UX advocate for ongoing site improvements; ensured asset compliance throughout.
Email Specialist, E-Commerce Designer at Tuesday Morning
June 1, 2012 - August 31, 2015
Worked as an email specialist and e-commerce designer in Dallas, TX from 2012 to 2015 (details not further specified in the resume).
Email Specialist / E-Commerce Designer at Tuesday Morning
June 1, 2012 - August 31, 2015
Art Director at Offshoot Marketing
January 1, 2011 - May 31, 2012
Graphic Designer at The Thomas Agency
June 1, 2007 - January 31, 2011
Creative Assistant at Disney Design Group
June 1, 2005 - June 30, 2006

Education

Continuing Education - Digital Marketing Certificate at Southern Methodist University
January 11, 2030 - July 21, 2026
Continuing Education - UX Certificate at Southern Methodist University
January 11, 2030 - July 21, 2026
MFA at Louisiana State University / Loyola University New Orleans
January 11, 2030 - July 21, 2026
BA at Loyola University New Orleans
January 11, 2030 - July 21, 2026
Continuing Education, Digital Marketing Certificate at Southern Methodist University
January 1, 2018 - January 1, 2018
Continuing Education, UX Certificate at Southern Methodist University
January 1, 2019 - January 1, 2019
MFA at Louisiana State University
January 1, 2020 - January 1, 2020
BA at Loyola University New Orleans
January 1, 2005 - January 1, 2005

Qualifications

SOUTHERN METHODIST UNIVERSITY Continuing Education - Digital Marketing Certification
January 11, 2030 - July 21, 2026
SOUTHERN METHODIST UNIVERSITY Continuing Education - UX Certification
January 11, 2030 - July 21, 2026
MARCOM Gold Award
October 1, 2025 - October 1, 2025
SOUTHERN METHODIST UNIVERSITY - Continuing Education, Digital Marketing Certificate
January 1, 2018 - July 21, 2026
SOUTHERN METHODIST UNIVERSITY - Continuing Education, UX Certificate
January 1, 2019 - July 21, 2026

Industry Experience

Healthcare, Financial Services, Software & Internet, Professional Services

Skills

Experience Level