Menlo Park, California, United States
Strategic, data-driven, and collaborative marketing leader adept at transforming brands and building high performing teams from the ground up. Proven track record of leveraging customer and partner insights and data to build differentiated brand narratives and launch global integrated marketing campaigns that drive brand awareness, trust, consideration, and conversions through the funnel for B2B and B2C companies. Career spans high-growth SaaS companies, Fortune 500 tech companies, start ups and leading advertising and brand agencies. My unique blend of strategic thinking, creative problem-solving, and a collaborative leadership style positions me as a driving force to achieving organizational success.
Fortunate to lead high-performing and collaborative global teams: Brand Strategy and Marketing, Integrated Marketing, Creative, Content, PR, Internal Communications, Social, Analyst Relations and Events.
Hired to grow brand awareness for BILL, a financial technology, SaaS company, in the face of intense competition. Established the brand strategy and brand marketing function from inception. Recruited and guided a high performing team of brand and social marketing professionals, handpicked top-tier creative and media agencies, and successfully launched BILL's inaugural brand marketing campaign, new brand identity, name and brand strategy. Overhauled the social team and strategy to align with brand and business objectives. Optimized budget and resources for maximum impact and ROI. Over-delivered to brand awareness and lead generation goals via integrated brand marketing campaigns that went through the funnel from prospecting to retargeting. Launched with a test, and with successful results, obtained budget to continue the campaign. Tripled brand awareness, increased brand rank vs. competitors, increased likelihood to consider and improved metrics for all key brand attributes including a “brand I trust”. Consistently outperformed control markets and sitewide metrics QoQ for web traffic, new users to the site, leads and sales. BILL revenues went from $642M in 2022 to $1.1 BN in 2023. Collaborated to build the foundations to scale the brand: Created a brand strategy, working closely with the c-suite and cross-functional leaders. Launched a new visual identity and company name that differentiated BILL and strengthened creative, as well as employer branding to fuel recruiting efforts. Built consistency and differentiation in messaging. Gained c-suite alignment on the brand architecture strategy to guide acquisition branding and product naming.
Collaborated with companies ranging from seed stage to long established to either build marketing teams and functions from the ground up or optimize and restructure existing teams and programs for stronger outcomes. FidoCure (healthcare start-up funded by a16z): Hired by the CEO to build and lead the marketing function for this seed stage start-up including all aspects of GTM strategy, activation and resource planning- brand strategy, digital demand generation, customer marketing, field marketing, PR, content, social. Accion (investor in fintech for underserved global communities): Engaged by the CEO to develop a brand strategy, and collaborated with the internal marketing team to launch to employees, B2B stakeholders and consumers. R2A Labs (tech venture studio); Hired by the CEO to lead marketing efforts to get to MVP for an art leasing venture startup. HotBread Kitchen: Hired by the CEO to build the GTM plan and restructure the marketing organization. Revolution Foods: Partnered with the COO to create a GTM strategy and plan, operations plans, measurement tools and sales enablement materials to strengthen existing programs and drive sales. Developed social media strategy. Additional clients: Shazam,Numina, Happioh.
Hired to build the Little Lotus Baby retail brand from inception. (Little Lotus - a for profit retail start up subsidiary of Embrace, backed by Capricorn Investment Group, Khosla Impact and Marc Benioff. www.littlelotusbaby.com; awarded the 2017 Edison Gold Product Innovation Award for Infant Sleep). Hired as the Chief Marketing Officer, reporting to the CEO. Delivered revenue growth, and increased repeat purchase rates, while decreasing CAC, with a small team and budget by using a multi-channel marketing approach that leaned in heavily to partnerships, content to drive SEO, influencers, events, social and PR. Expanded sales distribution channels from DTC to Amazon, Zulily, Gilt, sleep experts and via corporate partnerships with Method and EY. Partnered with synergistic brands to expand reach and scale through co-branded marketing campaigns - Hatch, Happiest Baby, Bloom Baby, Nanit, Dock-a-Tot, Cheerily.co. Leveraged influencers to amplify impact and drive trust and credibility: Built partnerships, including shared content, with key sleep consultant influencers, built a customer ambassador program with loyal customers who expanded our reach in social and leveraged celebrity influencers Beyonce and Corey B. Strengthened SEO by overhauling website and building a stronger content platform for our blog leaning into sleep tips and stories of impact. Secured press articles in top tier media outlets including Inc, Newsweek, Forbes, The New York Times, etc with earned media of 6M. Built and implemented a social strategy that drove strong conversion rates and grew FB followers to 24k. Developed the brand strategy platform, messaging, visual identity, and audience personas. Successfully navigated crisis communications.
Hired to build the global brand strategy and marketing function and team from the ground up. Took on 3 additional teams: Corporate Social Responsibility, Company Store (physical and online) and Marketing Ops (interim) for this Fortune 500 company. Led integrated brand marketing campaigns, brand strategy (including mission, vision, positioning, value proposition development), brand visual and verbal identity, product naming, brand marketing partnerships, brand education, brand health research, brand portfolio and brand architecture strategies. Transformed the brand strategy and visual identity - launched a new logo, visual identity and messaging frameworks. Launched the “30 logos in 30 days” campaign, which engaged users to design and vote on 30 logos, lifting the global brand reputation score by 137 points. Collaborated closely with product teams to co-create, and gain C-Suite approval for, a streamlined brand portfolio strategy: re-branded 11 sub-brands, and sunset 19 US products. Partnered with the mobile product team to improve mobile app branding, app experience and discoverability. Average app rating improved from 3 to 4.5 over the course of a year. Launched CSR campaigns with partners that drove business results, improved brand perceptions and delivered on our mission: Engaged 131,000 Yahoo users to donate almost $11M to philanthropic partners, improved brand “trust” and “A brand that cares about me” metrics, achieved #3 status in Edelman Trust Barometer, and took what is typically a cost center function to the next level by delivering over $5.5M in additional revenues through product integration. Managed, motivated and mentored my teams through leadership changes - 4 CEOs and 5 CMOs within a year, as well as numerous other executive changes during that time.