Functional Skills
Campaign Optimization
Marketing Automation
Project Management
Accounting Software Implementation
Data Analysis
Customer Relationship Management
Experimental Design
Customer Segmentation
Revenue Growth
Revenue Cycle Optimization
Marketing Strategy
Growth Marketing
Outbound Marketing
Marketing Operations
Digital Marketing / Advertising
Software Skills
Braze
Salesforce Marketing Cloud
Looker
Amplitude
Tableau
Google Analytics
HTML
CSS
SQL
Sector Experience
Business Services
Consumer Goods
Financial Services
Healthcare
Technology
Experience
Self-employed
Marketing
CRM & MARKETING STRATEGY CONSULTANT
1/2018 - Present
MarTech implementation, CRM, customer lifecycle strategy; specialty in SMBs & startups
• Designed and launched de-novo customer lifecycle programs for three clients
• Reduced client's manual customer comms handling by 40% through automation
• Dozens of short-term engagements (e.g. email template optimization, a/b testing design)
• Braze certified, completed five successful new Braze platform implementations
• Designed and launched de-novo customer lifecycle programs for three clients
• Reduced client's manual customer comms handling by 40% through automation
• Dozens of short-term engagements (e.g. email template optimization, a/b testing design)
• Braze certified, completed five successful new Braze platform implementations
AlphaSense
Marketing
DIRECTOR, LIFECYCLE MARKETING & OUTREACH
10/2023 - 3/2024
marketing lead; MarTech & customer data; campaign strategy & messaging optimization
• Email channel optimization project drove 15+% mid-funnel conversion lift, 70% SPAM reduction
• Designed & optimized first SME recruitment landing page, associated onboarding flow
• Piloted new automated lead sourcing solution, and (post-purchase) integrated it into tech stack
• Email channel optimization project drove 15+% mid-funnel conversion lift, 70% SPAM reduction
• Designed & optimized first SME recruitment landing page, associated onboarding flow
• Piloted new automated lead sourcing solution, and (post-purchase) integrated it into tech stack
Wealth.com
Marketing
HEAD OF LIFECYCLE MARKETING
8/2022 - 5/2023
retention marketing, MarTech, customer comms; mid/lower funnel conversion, engagement
• Selected & implemented full MarTech stack; defined GTM personas & built D2C comms program
• Redesigned (with Product) user onboarding flow, drove 30+% reduction in new user abandons
• Developed (with Finance & Engineering) and launched novel D2C pricing/subscription model
• Selected & implemented full MarTech stack; defined GTM personas & built D2C comms program
• Redesigned (with Product) user onboarding flow, drove 30+% reduction in new user abandons
• Developed (with Finance & Engineering) and launched novel D2C pricing/subscription model
Wealthsimple
Marketing
HEAD OF LIFECYCLE MARKETING
9/2021 - 6/2022
department head; MarTech, mid/lower funnel conversion, cross/upsell; 4 direct reports, 12 FTE
• Directed performance marketing work for enterprise-wide mobile app consolidation project
• Standardized (with Data Engineering) unified customer data taxonomy & syntax across systems
• Led lifecycle marketing GTM for one new product launch, one product re-launch
• Redesigned mobile-first engagement strategy, drove 20+% YoY cross-sell lift across products
• Grew team from 5 FTE to 12 FTE in just nine months, directly hired 4 FTE
• Directed performance marketing work for enterprise-wide mobile app consolidation project
• Standardized (with Data Engineering) unified customer data taxonomy & syntax across systems
• Led lifecycle marketing GTM for one new product launch, one product re-launch
• Redesigned mobile-first engagement strategy, drove 20+% YoY cross-sell lift across products
• Grew team from 5 FTE to 12 FTE in just nine months, directly hired 4 FTE
SoFi
Marketing
SR GROUP MANAGER, LIFECYCLE MARKETING
8/2017 - 9/2021
team lead; mid/lower funnel conversion, cross/upsell, member retention; 6 direct reports, 18 FTE
• Consistently drove 5-10+% QoQ improvement in LCM KPIs (e.g. total new users added, lead-to first purchase conversion rate, multi-product adoption rate, referrals, etc.)
• Led lifecycle marketing GTM for four new product launches, supported two others
• Piloted, launched, and optimized quarterly OKR goal setting & accountability program
• Grew team from 4 FTE to 17 FTE + 3 contractors over four-year tenure, directly hired 5 FTE
• Consistently drove 5-10+% QoQ improvement in LCM KPIs (e.g. total new users added, lead-to first purchase conversion rate, multi-product adoption rate, referrals, etc.)
• Led lifecycle marketing GTM for four new product launches, supported two others
• Piloted, launched, and optimized quarterly OKR goal setting & accountability program
• Grew team from 4 FTE to 17 FTE + 3 contractors over four-year tenure, directly hired 5 FTE
Ancestry
Marketing
ASSOCIATE MANAGER, MARKETING PRODUCTION
4/2014 - 8/2017
global email channel expert; US & CA promotional campaign lead
• Founding member of unified marketing production team (previously multiple adjacent teams)
• Designed and launched (then) record-setting US promotional campaign, beating previous single campaign revenue record by +65%
• Founding member of unified marketing production team (previously multiple adjacent teams)
• Designed and launched (then) record-setting US promotional campaign, beating previous single campaign revenue record by +65%