Washington DC-Baltimore Area
Here's what I believe: Lifecycle marketing should start with people. Whether it’s welcoming new users, rewarding loyal customers, or making data easier to use, every message should make someone’s experience better, not noisier. Great campaigns don’t just deliver on measurable business goals; they engage, inform, surprise, delight, and inspire action. Here's what I do: I strategize and implement lifecycle journeys — from onboarding and reactivation to retention and product education — by holding a deep understanding and empathy for the user, while also achieving ambitious goals. I currently lead lifecycle marketing at Kit (formerly ConvertKit), helping creators build valuable businesses with smarter email and audience tools. Both a professional and hobbyist email, on the side I run Today You Should Know, a weekly newsletter that answers fascinating questions about how the world works. Here's what I've done: Before Kit, I managed CRM marketing at NerdWallet, helping millions of readers make clearer financial decisions through thoughtful, data-driven communication. Earlier, I worked at MissionWired (formerly Anne Lewis Strategies), where I helped progressive political campaigns and nonprofits raise millions of dollars and grow stronger communities. My clients included Governor Gavin Newsom, Senator Catherine Cortez Masto, Sandy Hook Promise, UsAgainstAlzheimer’s, and the Project on Government Oversight.
Today You Should Know is a free newsletter and blog where I ask and answer one question a week about how the world works, spanning topics including science, history, math, culture, and technology. I run every aspect of the newsletter from research to writing, promotion and monetization. As of September 2024, Today You Should Know has an engaged audience of 1,400+ subscribers and receives ~4,500 site visits every month. Subscribe today: www.todayyoushouldknow.com
• Resold used clothing and shoes on eBay, Poshmark, and Mercari to generate over $25,000 in annual sales while ensuring top customer satisfaction. • Wrote several automation programs using Keyboard Maestro to improve efficiency in listing new items, analyzing past performance, and processing orders. • Studied methods of large-scale online resellers to improve search ranking, sales, and customer happiness.
• Drove strategy and execution of lifecycle marketing for all loans verticals by expanding and optimizing onboarding, conversion, and churn mitigation flows to deliver 42% of my team's revenue and long-term customer engagement. • Utilized analytics skills to identify and create new messaging strategies, devise impactful A/B experiments, and report out on campaign performance using Tableau and Looker. • Grew loans verticals’ monthly revenue by +267% over two years by implementing personalized, event-based email and push notifications that leverage relevant customer credit report data. • Created a specialized lifecycle onboarding flow for personal loan shoppers that increased revenue by +75% and improved retention by +28%. • Spearheaded discovery and execution of multiple cross-functional projects with Product, Engineering, Analytics, and Business Development teams, including SMS, email-only registration, and a partner marketing email program.
• Developed and launched CRM marketing programs across email and push via audience and event-based triggers and blasts to drive engagement, product activation, and revenue. • Standardized and documented foundational best practices for creative briefs, link tracking, QA, and reporting within Confluence, Google Suite, and Slack automations. • Drove campaign optimization via A/B testing in Iterable to increase open rates, click-through rates, and revenue.
• Collaborated with clients on establishing KPIs, ranging from fundraising to audience growth to community engagement, and tracked execution of those goals with various CRM/ESPs, Google Analytics, and Facebook Ads. • Developed specialized messaging strategies through close collaboration with writer and client teams to motivate audiences to take action and donate to progressive causes. • Led client meetings to discuss strategic goals and report on top-performing content, revenue, and program success. • Analyzed email results, list growth and fundraising to monitor campaign success and guide future action. • Oversaw data management and email strategy for the implementation of a client’s statewide gun violence prevention program coordinating registration for over 3,000 schools in under three months.
• Assessed digital marketing, advocacy, and technology needs to ensure a high degree of client success and satisfaction. • Managed messaging calendars within client ESP platforms to align with client fundraising and advocacy goals. • Ran A/B tests on copy and design tactics in each fundraising program to constantly iterate and improve results. • Coordinated fundraising and engagement campaigns over email and advertising for a successful gubernatorial race, which raised over $2MM online during the 2018 election cycle. • Supported the day-to-day operations for the digital fundraising of a successful Senate race, which raised over $7MM online during the 2016 election cycle.