Chicago, Illinois, United States
With 15+ years of experience in product, brand, and loyalty marketing communications, I have a proven track record of engaging customers and growing adoption, retention, and revenue for SaaS products and global brands. I lead marketing initiatives throughout the product lifecycle by developing product narratives, value propositions, product positioning, training and support materials, and key consumer messaging, working closely with cross-functional teams to drive brand awareness, customer engagement, product adoption, and incremental sales. I have a master's degree in Integrated Marketing Communications from Northwestern University, and I am passionate about creating compelling and consistent product and brand stories that resonate with the target audience while delivering continuous value to customers, key stakeholders, and the organization as a whole.
• Founding PMM at Series B tech startup; built foundational product marketing processes, created staple documentation, defined RACI, and optimized workflows for GTM. • Responsible for turning marketing messaging into lead and revenue-generating results through strategic formulation and communication of key product messaging. • Lead marketing initiatives throughout the product lifecycle by developing product narratives, value propositions, product positioning, training and support materials, key consumer messaging, and upsell and cross-sell opportunities, working closely with cross-functional teams to drive brand awareness, customer engagement, product adoption, and incremental sales. • Crafted messaging frameworks for all ICPs, personas, and product solutions, for company-wide use. • Drove global GTM launch of new version of product platform, working closely with all cross-functional stakeholders to ensure cohesive messaging, positioning, campaign execution, customer migration, and product adoption. • Lead, hosted, produced and moderated monthly product, customer, and partner webinars in support of feature launches for lead- and upsell-driving campaigns.
Lead diversity, equity, and inclusion initiatives for Truckstop's second partner resource group, Women@Truckstop. Facilitated workshops, speaker series, and educational content via Partner Hub.
• Lead an array of freight matching products and features throughout the entirety of the product lifecycle. Develop product narratives, value propositions and product positioning, training and support materials, and key messaging, working closely with cross-functional teams to drive awareness, engagement, adoption, and sales. • Owned the product marketing go-to-market and customer communications strategy for freight matching products, including the recent launch of the largest product platform migration in company history, migrating over 70K current customers and ensuring successful onboarding, product adoption, and customer satisfaction. • Managed the product marketing process, roadmap for content development, and curation across various marketing channels, while considering the audience/customer segment and messages for each and how it connects to the overall customer needs and Truckstop’s product alignment. • Launched a brand new GTM for New Authority, a product that helps owner-operators start their own trucking business. Managed back-end lead routing, PCI-compliant payment processing, and repackaging. • Owned the end of life/product retirement marketing strategy, working with cross-functional teams to sunset legacy products and services, in efforts to streamline product offerings and free up resources to focus on core, revenue-driving products. • Owned the product positioning for freight matching, understanding business types, segments, personas, and ideal customer profiles (ICPs) and how to market to these audiences. • Managed competitive intelligence for product competition, from product features, pricing, SWOT, etc. to craft points of differentiation and enable a winning product marketing strategy for internal teams to leverage. • Managed the product TAM, SAM, SOM, working cross-functionally to communicate the opportunity and achieve revenue goals through targeted marketing efforts.
• Oversaw day-to-day marketing and brand management of Hyatt Place and Hyatt House brands, working closely with all cross-functional teams • Developed and managed engaging and relevant brand assets (photography, video, website) that corresponded with brand positioning and messaging • Managed and researched brand partnership opportunities with media content companies and product and service providers, building custom brand content and co-branded marketing assets as needed for campaigns that drive brand awareness, engagement, and conversion • Managed day-to-day invoicing and monthly budget reconciliation process for multi-million dollar global brand marketing budget • Led brand offer strategy with internal teams to create engaging member and non-member offers to drive trial and revenue; analyze offer results/learnings and take actionable steps to optimize for future promotions • Assisted in leading annual direct response strategy and campaign to develop winning strategy, creative, and messaging for campaigns that produced high ROAS • Owned and managed relationship with print partner, responsible for producing and distributing in-hotel marketing collateral to all U.S. and Canadian hotels • Assisted in consumer research efforts, both with in-house teams and with external agencies, using a consumer-centric approach to help build more unique and innovative offerings throughout consumer journey and in-hotel touchpoints • Participated and contributed to long-term brand planning discussions, including consumer/product research and brand positioning/foundation evolution
Led Hyatt’s global diversity and inclusion efforts for the Asian Pacific Islanders diversity business resource group.
• Developed strategic global and targeted promotion campaigns to drive incremental stay activity and member acquisition, including offer development and communication execution, collaborating with multiple internal and external resources, managing timelines, content creation and translations for multichannel communications, evaluating data plans for targeted messaging, and coordination of campaign launches • Managed numerous touchpoints in the notification and launch strategies for the new World of Hyatt loyalty program which debuted March 2017, including website reskin, landing page builds, rebranding of printed membership materials, 300+ emails, in-hotel collateral, and operations and colleague training materials. Managed translations, multiple creative agencies and vendors, and cross-functional internal stakeholders • Planned, led and managed development and execution of monthly electronic account summary newsletter, including hotel offer solicitation, message development, and offer matrix build. Determined targeted audiences and segmentation, campaign testing and reporting • Managed the development and execution of multi-channel communications to support new hotel openings, partner offers, beta innovation offerings, sub-brand campaigns, and coordinated and regional offers, driving bookings, revenue, and building brand awareness for our hotels and sub-brands • Planned, led and managed annual Freddie Awards campaign, recognizing the most preferred travel loyalty programs worldwide. Included campaign concept and content production, translations, promotional tactics, social strategy and post-win communications. Captured four Freddie Awards during tenure • Managed annual membership downgrade communications across all tiers and oversaw new member fulfillment efforts, working cross-functionally to identify audiences, build communications, and notify members. Heavily involved in member messaging and production of membership kits and emails in multiple languages
• Implemented inaugural conference mobile application using Crowd Compass, including mobile content creation, sponsorship/exhibitor promotion opportunities, and attendee adoption efforts • Managed relationships with numerous vendors, ranging from destination management companies, hotel and convention sales, catering and banquets, audio-visual, tradeshow management firms, private venues spaces, advertising agencies, promotional product firms, etc. • Handled administration of sponsorship and exhibitor opportunities for the conference, executing contracts, invoices, and day-to-day communications with conference sponsors and exhibitors • Streamlined conference attendee registration process through use of Cvent and WordPress, resulting in an annual savings of $20,000 per conference, compared to the outdated, previous in-house system • Championed partnerships and co-marketing agreements with numerous national media and trade publications, from agreement terms negotiation to content execution of deliverables • Key driver and developer of first-ever company-wide internal and external communications inventory, working closely with executive team members in order to map out all existing company communications to determine strengths and weaknesses via a gap analysis • Facilitated and presented at 4-6 annual international equity options visitation training workshops, liaising with internal OCC team members, U.S. Options Exchanges, and delegates from international trading firms and stock exchanges • Managed department summer intern, distributing tasks and overseeing results from completed projects
OCC is a globally recognized market utility that clears a multitude of diverse and sophisticated financial products and provides clearing and settlement services to 18 exchanges and trading platforms for options, commodity futures, security futures and securities lending transactions. My role supported marketing efforts for the Options Industry Conference and included site selection and planning, creation of branding and sponsorship opportunities, on-site event management, and online, direct, social, mobile, and email marketing strategy. • Oversaw and executed multi-channel marketing and communications for the annual Options Industry Conference, the premier event for top-level management and trading professionals, with an audience of more than 500 attendees • Developed and maintained a comprehensive communication strategy that supports the goals and priorities of the conference and of the U.S. Options Exchanges • Marketing efforts range from site planning, creation of branding and sponsorship opportunities, content strategy, and management of website, direct, social, mobile, email, and print marketing opportunities • Managed the use of the Options Industry Conference identity guidelines and foster increased brand exposure to the options community • Delivered email marketing strategy using MailChimp, tracking email open rates, subject line success, and targeting of specific audiences • Drove conference social media presence via Twitter, Facebook and LinkedIn, building a strong following and garnering influence as the premier event for options professionals • Maintained and reconciled annual $1 million conference budget • Undertook a variety of marketing and communications initiatives for the OCC as well as the Options Industry Council (OIC), including writing and reporting industry newsletter articles, designing and creating promotional pieces including brochures, ads, direct mail, email blasts, industry presentations and other key materials