strategy
Experienced Marketing Leader with a decade-long track record of delivering impactful results in dynamic, cross-functional environments. As a strategic thinker adept at navigating the intricacies of marketing, I've spearheaded initiatives across full-funnel demand generation, lifecycle management, brand strategy, and product marketing.
I take pride in my ability to translate brand and strategy positioning into actionable marketing plans that drive tangible results. Renowned for architecting innovative digital marketing programs, I specialize in fostering brand affinity and achieving measurable growth objectives. Leveraging data-based strategic planning, I ensure that our initiatives are informed by valuable insights, guiding our decision-making and driving organizational success.
In addition to driving brand performance, I am passionate about nurturing high-performing teams and fostering a culture of collaboration and excellence. Through inspirational leadership and mentorship, I empower my team members to reach their full potential and deliver exceptional results. By fostering a collaborative environment that values creativity and innovation, I cultivate a team capable of tackling complex challenges and driving sustained growth.
Known for my strategic vision, hands-on approach, and commitment to excellence, I am dedicated to driving meaningful impact for brands while nurturing the next generation of marketing leaders.
Foster School of Business rebrand
overview
The University of Washington's Foster School of Business found itself with a disjointed user experience and a brand identity that didn't fully reflect its value proposition. Partner support protocols resulted in an inconsistent experience for prospective applicants, current students, and alumni.
my role
As Director of Marketing, leading a dynamic team of web, content, social, and project management specialists, I supported our team's undertaking of a comprehensive visual rebrand initiative in April 2024. Alongside this, we undertook a thorough overhaul of content strategy and website functionalities, integrating a holistic funnel nurture approach with compelling calls to action. I worked closely with our Director of Design to ensure a seamless execution of our vision.
Internal Advocate for Advancing Operational Efficiency and Innovation
the work
Product Market Fit Validation and Persona Refinement: Conducted extensive research to validate our market fit and refine our target personas, ensuring our messaging resonated effectively.
Refined Positioning and Brand Guidelines: Collaborated with key stakeholders to establish clear brand guidelines that aligned with our strategic objectives and communicated our value proposition consistently across all touchpoints.
Strategic Partnerships: Engaged with agencies to leverage their expertise in executing our rebrand strategy effectively.
Content Strategy: Developed a robust content strategy encompassing long-form content and social media initiatives to amplify our brand messaging and engage our audience authentically.
Launch of Brand Merchandise: Introduced branded merchandise as part of our rebrand launch, enhancing brand visibility and fostering a sense of community among our stakeholders.
outcome
The Foster School of Business now boasts a revitalized brand identity that accurately reflects the quality and value of our product offering. Our enhanced brand positioning has not only improved the perception of our institution but is forecast to result in a significant increase in qualified leads entering our funnel over the coming admissions cycles. The strategic content production will enhance our online presence, and lead to more conversion opportunities,
Resonai augmented reality digital twin
overview
Resonai's market leading augmented reality digital twin technology needed focus and enhanced product merchandising for sales enablement and enhanced positioning. Onboarding primarily enterprise level partners, building a full funnel data-based demand generation machine was needed in order to track with expansion projections.
my role
As Senior Manager of Demand Generation, I worked directly with Resonai's senior leadership team, product, sales and creative. I managed all third party agency vendors overseeing or executing on SEO , content, and design.
As Senior Manager of Demand Generation, my strengths in product storytelling and strategic positioning were valuable in synthesizing the product's vast value proposition and vertical market potential. My role held all accountability for lead velocity, quality, and over all expansion of inbound MQL.
the work
Elements of my 360 demand generation plan included:
Product market fit validation and persona refinement
Refined positioning and brand guidelines for assets and product expansion
Partnering with product for vertical prioritization and product launch strategy
Content and PR
Executive thought leadership program
Budgeting and forecasting for digital campaigns
MQL nurture and conversion sequencing
Product asset development in partnership with creative agency partners
In-person and virtual event participation strategy and execution
outcome
Resonai's leading AR technology now has specific key vertical product pages, digital assets, webinars, and powerful SEO presence.
Leafly Pickup Go-To-Market
overview
In anticipation of in-app transaction enablement, Leafly needed to establish a presence as an ordering marketplace. Utilizing the existing national network of partners, the goal of Leafly Pick- Up was to enable frictionless in-app ordering, menu navigation, loyalty programs and to collect valuable customer data for our partners.
my role
As Go-To-Market Product Marketing Manager, I worked directly with Leafly's partner enablement, product, creative and data teams.
Elements of the product launch included:
B2B and B2C user research
Product market fit validation and persona refinement
Product positioning and messaging
Creative ideation and development for the digital product, sales assets, digital marketing assets, point of sale assets and print materials, and OOH campaigns
B2B and B2C engagement incentivization program development and execution
Adoption and profitability forecasting
the work
Working with our field team, Leafly Pick-Up launched in beta in the Seattle area with a small test in the Arizona market. I was intimately involved in partner onboarding, troubleshooting and continued engagement incentivization programs, partner events, brand awareness initiatives and digital campaign planning and execution.
outcome
Leafly PickUp is now integrated into Leafly.com's partner marketplace. Its infiltration will be critical in the expanded monetization of the Leafly partner network as legalization allows for transactions to be processed during the PickUp order process.
Leafly PickUp brand shoot
Favly app
overview
Favly was at a critical point in its growth, pre-go-to-market. Favly is a community-based SMB listing and recommendation mobile app platform based in Ojai, California. The platform integrates local business gift cards with business profiles and referral functions.
my role
I joined Favly as Senior Product Marketing Manager shortly before their beta launch to the local market in Southern California.
I worked directly with Favly's CMO, senior leadership team, head of creative, and product team to refine messaging and design the product experience.
the work
Elements of my contributions included:
Product market fit validation and persona refinement
Expansion of brand voice guidelines and persona profiling
Landing page and in-app copywriting
Complex nurture and retention sequencing (customer.io)
Partner pilot program onboarding and incentivization program strategy and execution
Development of gifting program
Launch of in-app community promotions feed
Adoption and monetization forecasting
Storyboarding and creative development of branded content
outcome
Favly successfully launched iOS and Android in the Southern California market.
