San Francisco Bay Area
I lead LinkedIn’s global consumer paid media strategy, driving growth across three pillars: building brand equity, accelerating member engagement, and scaling LinkedIn Premium. I oversee a team owning large-scale, cross-channel programs that shape LinkedIn’s consumer presence worldwide, driving impact at both brand and business levels. I am a voice for diversity, lifelong learning, and women empowerment.
Leading LinkedIn’s global consumer media strategy and team, driving growth across three pillars: building brand equity, accelerating member engagement, and scaling LinkedIn Premium.
I have the privilege of leading the best team at LinkedIn, the Consumer Performance Marketing Team. Our core focus is to own growth marketing strategy & operations across all of LinkedIn's consumer businesses to acquire and retain new members. What my team specializes in: Consumer Growth through global user acquisition and retention. What we own: Paid media strategy, $XXXM annual budgets, delivering ROAS and growing LTVs in market, in-market incrementality tests, digital GTM launches, testing roadmaps, marketing operations, channel partnerships, cross-functional relationships, etc. Consumer Pillars we oversee: Mobile App Activations, Job Seeker Growth, International Sign Ups, Premium Subscriptions, Strategic Segments, Social Impact, Creator Growth.
Consumer team lead owning the B2C performance marketing vision and strategy. Built & hired team members to build out Consumer Growth pillars focusing on acquisition, reengagement, and testing/innovation roadmap.
Marketing lead and first NAMER hire for ISDI, an international business school specializing in the world's first Masters in Digital Transformation. • Developed and executed marketing strategy for ISDI's launch in 2017. • Managed online and offline budgets, three agencies, and internal/external marketing assets. • Built relationships with 100+ Silicon Valley executives to coordinate programs.
Growth Manager specializing in building integrated user acquisition campaigns through traditional (TV, print, radio) and digital (display, search, social, influencer) paid media channels; on team managing $MM dollar budget. Led social strategy for Wargaming's Super Bowl LI campaign and won first place in Gaming for YouTube AdBlitz Awards. Drove partnership for World of Warships' largest influencer campaign with Dude Perfect. Titles: World of Tanks PC, World of Tanks Console (Xbox 360/Xbox One/PS4), World of Tanks Mobile (Blitz), World of Warships PC, Master of Orion
Product Specialist leading communications strategy for flagship Mobile titles, + support for PC & Console, across NAMER and LATAM. Managed U.S. Media Team at the World of Tanks eSports Grand Finals 2015 in Warsaw, Poland coordinating over 20 American journalists, 100 professional gamers, Wargaming executives, with 6,000+ in attendance Landed the first-ever Wargaming story in The Washington Post (attached) successfully opening Wargaming into the consumer tech space.
Accounts: Amazon, Expedia Media Solutions, Techweek, Wargaming, Union Bank, Apollo Education Group, various new business efforts.
Accounts: Coca-Cola, Pinkberry, Nature's Path, El Pollo Loco, various new business efforts.
Specialized in youth-culture brand marketing. Developed guerrilla marketing tactics to introduce & integrate brands for the millennial audience. Clients included: Red Bull, Adidas, Clabbor, Neebo, HarperCollins Two cool things: (1) Increased brand affinity for a college textbook company, Neebo, by 300%+ on social, (2) Great @RedBullWings audience from 0 to 6.5k in 2 months targeting millennials.