Strategy
Strategic marketing leadership for scalable, AI-enabled growth.
I design and lead marketing organizations that turn complex business goals into strategies that perform: full-funnel acquisition, lifecycle engagement, cross-channel execution.
With over a decade across B2B, B2C, and hybrid models, I specialize in building the systems and operating models that let strategy actually scale in execution. My approach pairs creative judgment with operational rigor: I've built teams, rebuilt legacy marketing operations, and translated ambiguous priorities into clear, executable plans.
- Led cross-functional initiatives that modernized marketing infrastructure, aligned executive stakeholders, and accelerated organizational priorities.
- Built and operationalized growth engines across early-stage startups and global SaaS businesses.
- Developed narrative clarity and positioning frameworks for complex, multi-product portfolios.
- Partnered closely with product, data, and executive teams to ensure marketing reflects and drives strategy.
01
Foster School of Business: marketing operating model and AI workflow transformation
Overview
In a high-volume, matrixed marketing environment, execution broke down more from how the organization operated than from what the brand said. Stakeholder requests arrived with uneven context and unclear priorities, creating avoidable rework and slowing execution.
My role
As Director of Marketing, I identified intake quality, prioritization, and workflow clarity as high-leverage opportunities. I led the work across marketing operations, AI-enabled workflow design, governance, stakeholder alignment, and team adoption.
The work
Mapped the existing intake and execution workflow to find where ambiguity and missing context slowed progress. Built an AI-assisted intake system using OpenAI, Zapier, and Asana that prompted stakeholders for clear objectives, audiences, deadlines, and success criteria before work entered the pipeline.
Created clearer prioritization and reporting structures connecting marketing activity to business goals, budget decisions, and leadership visibility.
A more disciplined operating model across a nine-person team and a $2M budget: clearer inputs, fewer avoidable handoffs, stronger alignment.
02
Resonai: augmented reality digital twin
Overview
Resonai's AR digital twin technology was ready for market expansion but lacked focused product merchandising and a scalable inbound engine. The business needed clear positioning, vertical prioritization, and performance-driven demand generation.
My role
As Senior Manager of Demand Generation, I owned the full demand engine: SEO, content, performance marketing, and nurture, while managing external agencies. Mandate: increase inbound MQL volume and quality while building programs that scale.
The work
- Product and market strategy: market-fit analysis and persona development to identify high-potential verticals.
- Positioning and asset system: scalable frameworks, vertical landing pages, sales collateral.
- Campaign planning: forecasted, budgeted, and launched full-funnel campaigns across paid, SEO, and email.
- Thought leadership: executive visibility program positioning Resonai in the AR/digital twin category.
- Sales enablement: vertical pitch decks, demos, post-event nurture workflows.
Resonai's digital presence shifted from generalist tech offering to verticalized solution suite. Inbound lead quality tangibly sharpened, and sales moved faster with tailored assets and messaging.
03
Identity Digital: partner marketing and category thought leadership
Overview
Identity Digital operated a portfolio of domain products competing against long-established naming conventions. Growth depended on converting registrar and platform partners from one-off pilots into durable, recurring co-marketing relationships.
My role
As Senior Marketing Manager, I worked on partner marketing and content strategy, partnering closely with business development and channel partners including Google, GoDaddy, Namecheap, and WordPress.
The work
- Partner co-marketing: helped convert 6+ pilot partnerships into recurring, revenue-generating relationships.
- Thought leadership: created and scaled the Domain Trend Report from concept through execution.
- Brand contribution: input on messaging and architecture during the Donuts-to-Identity Digital rebrand.
The Domain Trend Report became a recurring source of organic, top-tier media coverage. Partner work shifted several of the company's largest distribution relationships from transactional to sustained.
04
Leafly Pickup: go-to-market
Overview
Leafly needed to reposition from a content and discovery platform to a full-service ordering marketplace, laying the foundation for transactional monetization and first-party data across its national partner network.
My role
As Go-To-Market Product Marketing Manager, I led cross-functional coordination across product, creative, data, and partner enablement, shaping GTM strategy for both B2B and B2C audiences.
The work
- User and partner research to validate product-market fit and uncover friction in the ordering journey.
- Differentiated messaging for dispensary partners (B2B) and end users (B2C).
- Integrated campaigns across digital, in-product, POS, print, and OOH.
- Field enablement in pilot markets: Seattle and Arizona.
The pilot launch bolstered retailer and consumer adoption ahead of broader rollout, and established Leafly's infrastructure for in-app transactions, positioning the brand as a monetizable marketplace as legalization continues to expand.
05
Favly: beta launch, Southern California
Overview
Favly, a community-powered platform for discovering local businesses, was preparing for beta launch with referral incentives, gift cards, and a social recommendation engine.
My role
As Senior Product Marketing Manager, I partnered with the CMO, product, and creative teams to define go-to-market strategy and guide the user experience.
The work
- Persona refinement and early-market research.
- Brand voice and messaging system for both SMB partners and community users.
- Retention sequences built in Customer.io to deepen habit loops.
- Revenue modeling tied to adoption and partner expansion.
Launched on iOS and Android to strong early engagement in its Southern California beta market, with a full-stack GTM foundation in place.