Experience

Throughout my career, I've cultivated a robust toolkit of diverse skills, consistently demonstrating my agility as a fast learner, proficiency in exceeding job expectations, commitment to going the extra mile, and unwavering dedication to fostering innovation.

Wescover

Head of Marketing

As Head of Marketing, I took the reins in crafting and executing a holistic growth and marketing strategy from the ground up for Wescover, an e-commerce home decor marketplace start-up. Responsibilities included:

  • Demand Generation: Directed and enacted multi-channel marketing campaigns to drive acquisition, activation, and retention, to improve LTV, ROAS, and revenue. Channels I managed included: paid search, paid social (Meta, Pinterest, LinkedIn, TikTok), partnerships, SEO, email marketing, B2B lead generation, content marketing, loyalty programs, direct mail, and SMS.

  • Cross-Functional Collaboration: Project manage cross-functionally across product, engineering, creator, and design. Reported directly to CEO, met weekly with CTO, presented at quarterly board meetings, and oversaw two marketing teammates plus lead generation team.

  • Developing Go-to-Market Strategies: Create and execute comprehensive go-to-market plans for new product launches and feature updates (onsite ad packages, unique loyalty programs for B2B and B2C segments, Bill-To-Client invoicing, sharable saved collections), ensuring alignment with company objectives and target audience needs.

  • Customer Insights and Feedback: Gather customer feedback and insights through surveys, interviews, and data analysis. Use this feedback to inform product development priorities, refine messaging, and improve the customer LTV for both B2B and B2C cohorts.

  • Budget Management: Efficiently scale marketing budgets while maximizing ROI and business objectives.

2022 - 2024

Squarespace

Team Lead

2022

Senior Marketing Strategist

2021-2022

Marketing Strategist

During my tenure at Squarespace, I sharpened my skills in marketing SaaS solutions to Small and Medium-sized Businesses (SMBs) while forecasting and managing a global brand media budget across digital advertising platforms and teams. I meticulously managed thousands of creative assets across various channels and spearheaded a team of three while fostering relationships with external partners.

  • Lifecycle Marketing: Orchestrated comprehensive lifecycle marketing strategies aimed at nurturing small business audiences throughout the customer journey, from brand awareness to acquisition (trials) and conversion (subscriptions). Leveraged data-driven insights to optimize engagement and drive customer loyalty across various touchpoints.

  • Organizing, Launching, & Evaluating Tests: Evolved Squarespace’s marketing strategy by launching new paid platforms, spearheading UGC creative development, coordinating omnichannel creative variants and rotational strategy, and refreshing haircut attributions globally via conversion, incremental, and brand lift studies.

  • Creative Project Manager: Facilitated seamless collaboration between product teams for successful product launches, coordinated with the content team to produce impactful webinars, orchestrated two Super Bowl commercial digital strategies, and served as a key mediator between the creative team and all digital advertising teams, ensuring alignment of creative vision with strategic objectives across various digital initiatives.

  • Successful Pitches: Pitched and won multi-departmental 2022 Innovation Fund, an incremental $1M budget marketing activation. Led the planning of a groundbreaking marketing activation, including a strategic product integration within TikTok LIVE shopping, which exceeded conventional programming and drove exceptional results.

  • Cross-Selling: Fostered collaboration across teams to promote cross-selling opportunities and synergy, fostering strategic partnerships with platforms like Tock and Acuity while leveraging organic social channels to maximize brand exposure and customer engagement.

  • Expanding Markets: Spearheaded the expansion into new markets, such as South American and Nordic countries, by launching localized creative campaigns tailored to resonate with diverse audiences, resulting in increased brand visibility and market penetration.

2020-2021

MIRROR

Marketing & Growth Lead

2019-2020

Social & Community Lead

I joined MIRROR (later to be acquired by Lululemon for $500M and rebranded as Lululemon Studio) pre-launch as first employee on the Member Experience (MX) team. In true start-up experience, I hit the ground running and preformed a wide breadth of roles including: marketing lead, sales lead, VIP lead, partnerships leads, project manager, holiday logistics lead, email strategist, copywriter, and content creator.

  • Marketing Planning: As marketing lead, I was responsible for constructing customer lifecycle journey, quarterly marketing calendars, organic social content, and community engagement insight reports.

  • Sales Experience: As sales lead, I generated +$120K in revenue within the first quarter through personal selling via in-store and virtual demonstrations and luxury pop-up events. I authored sales scripts for in-person and digital communication and trained +20 teammates across retail and MX teams.

  • Influencer Marketing: As VIP lead, I managed the influencer marketing program of +100 VIP Members, including A-list celebrities, content creators, and business leaders. I negotiated partnership contracts, reviewed and organized asset deliverables, and analyzed traffic and referral performance.

  • CRM Management: Oversee the implementation and optimization of CRM systems (Kustomer, Aircall, Talkdesk, and Salesforce, Fullstory) to effectively manage customer relationships, streamline sales processes, and enhance the overall customer experience.

  • Partnership & Competitive Research: Delivered thorough research briefs for potential company partners (i.e. Lululemon, Goop) and monthly competitor marketing reports.

2018-2019

Horizon Media - Next Group

Brand Strategist

2018

Assistant Brand Strategist

Administered national media and digital ad strategies for five clients (Peloton, Carvana, DriveTime, Gilead, and Publisher’s Clearing House), utilizing +$300M annual budget across TV, OTT (Hulu), digital audio (Spotify, Pandora), and OOH.

  • Client Relationships: Client-facing, I presented weekly analysis of media campaign performance, focusing on optimizations, quarterly progress on penetration, share of voice (SOV), and category development index (CDI).

  • Data Story Telling: Translated complex data analytics into actionable insights to craft compelling narratives that effectively communicate campaign performance, trends, and opportunities to both internal stakeholders and clients.

  • Strategic Planning: Developed comprehensive media strategies aligned with client objectives, leveraging industry trends, audience insights, and media consumption behaviors to drive impactful campaigns.

2017-2018

The Michigan Daily

National Accounts Manager

Managed national agencies and brands, including McDonald’s, Shinola, and Jimmy John’s, of media opportunities within print and online editions achieving 105% and 117% yearly quota attainment.

  • Motivating Teammates: Managed two employees to continually exceed quota attainment and produce +20% of newspaper’s annual revenue.

  • New Revenue Opportunities: Initiated inaugural Student Housing Guide, catering to realty clients and collaborating with editorial, production & design, and marketing departments, to generate +$10K in incremental revenue for the newspaper.

  • Cold-Calling: Proactively identified and targeted potential clients through cold-calling, email outreach, and networking to expand client base and generate new business opportunities.

2015-2017

Additionals

Education:

University of Michigan - Stephen M. Ross School of Business

  • Degree: Bachelor of Business Administration

  • Emphasis in Marketing, Strategy, and Sales; GPA: 3.80/4.00

  • Awards: College of Literature, Science, and the Arts - Honors College; Recipient: Paton Fellow Scholarship

  • Marketing Consultancies for: nZero (green technology), Red Fern Consulting (digital publishing), Capitol Seniors Housing (private equity firm), Zach & Eli’s Dahlias (agriculture), Vineyard Bath Co. (cosmetics and beauty)

  • Internships: Bloomingdale’s Omnichannel Internship, Rent The Runway Marketing Campus Lead

Part-Time:

Skills:

  • Adobe Creative Suite, Ahrefs, Aircall, Airtable, Amplitude, Campaign Manager 360, Canva, Confluence, Figma, Forest, Fullstory, Google Ads, Google Suite, Hootsuite, Iterable, Kustomer, Later, LinkedIn Ads, Mailchimp, Meta Ads, Microsoft Office, Mixpanel, Pinterest Ads, Pipedrive, Prismic, Salesforce, Shopify, Snapchat Ads, Spree, Sprout Social, Squarespace, Stannp, Stripo, TikTok Ads, Twilio, Typeform, Voucherify, Wordpress

Hobbies:

  • Prospective Seven Continents Marathoner: Completed races in Asia (China’s The Great Wall), Europe (Dublin), South America (Rio de Janeiro), and North America (New York City)

  • Life-Long Learner: I love to learn and try to take a set of classes on something new each year:

    • 2024: Boating Certification (online)

    • 2023: Portuguese classes (online)

    • 2022: Drawing and Painting (in-person with a private tutor in NYC)

    • 2021: Sewing (in-person at The New York Sewing Center)

    • 2020: Adobe Creative Suite (in-person, and pre-pandemic, at Baruch College)

    • 2019: Cheese Making (in-person, in partnership with Murray's Cheese)

    • 2018: PADI certification (in-person in NYC and Australia)

  • Avid & Enthusiastic: list curator on Google Maps, croissant connoisseur, bar trivia contestant (especially creating topical and punny team names), traveler (been to 46 countries)