Greater Toronto Area, Canada
With over a decade of experience in the B2C space within the tech and gaming industry, I am a passionate and driven product and marketing geek that is seeking to pursue my passion of bringing product stories to life through teams passionate about end-to-end user journeys. My core competencies include leading cross-functional go-to-market strategies, launching new product features and channels, user research and data analysis. I have a proven track record of achieving and surpassing user retention and growth targets, as well as increasing conversion and revenue rates, by leveraging my expertise in gamification and user-centric marketing.
GTM & Product Launches - Launched Prodigy Math Facts in March 2026, delivering 54+ assets across email, in-app, blog, paid, and social while owning naming, positioning, and messaging documentation. - Launched Prodigy Arcadia in May 2026, the company's largest-ever game update featuring 20+ mini-games, owning full GTM strategy, product messaging, and UX/UI research input. - Scaled the State Challenge to 68,000+ schools, 278,000+ teachers, 400,000+ classrooms, 4M+ students, and 550M+ questions answered, establishing it as the world's largest math competition. - Drove record State Challenge engagement in March 2025 at 2,000 student answers per second, the highest rate in 16+ months. Campaigns & Engagement - Executed the Clear the List back-to-school teacher acquisition campaign across Social, Paid, Email, Influencer, Website, and Spotify, driving 20,000 new teacher registrations. - Fueled 57% of Prodigy's YoY teacher registration growth (from ~65K to ~94K) through Clear the List. - Launched Starlight Festival, our 3rd biggest student live ops event generating over 500,000 views. - Supported the SuperAwesome BTS 2025 student campaign, generating 73M+ impressions, 16M+ creator views at 106% of goal, and a $0.82 CPC. Experiments & Optimization - Reversed a -59% YoY conversion rate deficit into +31% YoY growth within 8 weeks by leading in-game conversion rate optimization experiments. - Lifted platform-wide conversion rate by 18% via a 15-second unskippable member ad unit, recognized internally as the single biggest CvR win in company history. - Ran the Clever Parent District Sync experiment, driving +22.6% home sessions, +56.9% home play time, and +15.6% total platform play at 99.3% confidence with all 7 pre-period balance metrics passing.
- Launched the parent mobile app, achieving 40% onboarding completion rate and 30% activation rate through strategic planning and user-centric design - Led cross-functional initiatives related to conversion paths and optimizing the user experience including cross-selling strategies, targeted discounts, and cart abandonment recovery - Developed the lifecycle communication strategy including Prodigy’s first cross channel communications across email and push notifications - Pioneered the inaugural seasonal discount campaign, resulting in an increase in yearly package sales from 45% to 60% and a 10% boost in conversion rates - Collaborated on sprint planning for experiments related to paid acquisition campaigns and mobile app product features - Oversaw the go-to-market strategies for both the game and parent apps, including value proposition development and positioning documentation to drive adoption and user engagement - Successfully revamped team processes within the integrated marketing team, implementing efficient stand-up and creative briefing to streamline workflow
- Achieved 93% monthly active user targets, surpassing quarterly goals, by conducting a thorough audit of workflows tied to product core loops, highlighting a data-driven approach to user retention and growth. - Improved the product onboarding completion rate by 12% in one quarter through A/B testing - Increased the number of members purchasing the highest tier subscription package from 15% to 20% by releasing 3 new product features - Achieved 2.5M downloads and $1.3M organic sales on the App Store in the first year by orchestrating the launch of in-app subscriptions on mobile - Established comprehensive product-market fit metrics centered on activation, engagement, retention, and loyalty for the parent app, enabling data-driven decision-making and ongoing product refinement - Boosted email onboarding sends by over 100K in Q3 2022 through a deep dive audit of the user journey flow - Spearheaded the competitive intelligence function throughout the 2022 fiscal year that included tracked details on 8 competitors across website, SEO, product, App Store, social media, and paid media
- Drove a 22% increase in product engagement in 2020 through the delivery of five impactful product features across iOS, Android, macOS, and Web platforms - Defined and communicated the long-term vision and strategy for the product across multiple platforms, including iOS, Android, macOS, and Web - Documented all product requirements on Jira for engineering teams. - Attained an outstanding 97% satisfactory rating on customer support channels by creating and maintaining over 70 content pieces, including product documentation and support articles. Ensured that customers had access to comprehensive resources for successful product use - Effectively communicated product strategy, priorities, and roadmap to relevant stakeholders, fostering alignment and transparency across the organization - Managed a team of six engineers, guiding their efforts towards successful product development and delivery
• Increased paid subscriber base by 400% in six months (Q3 2019 to Q1 2020) • Acquired 17K active users within the first year on the app store (Feb 2019 – Feb 2020) • Executed the marketing launch resulting in being the 7th most upvoted product on Product Hunt • Ranked first on US and Canadian App Store and Google Play Store for “Personal CRM” (captured on August 2020) • Led the App Store Optimization (ASO) for both Apple App Store and Google Play Store including A/B testing, metadata, keyword, and creatives • Defined three core personas that directly influenced brand building initiatives including full funnel communications and promotions
• Oversaw the creation of localised and targeted marketing plans within the MENA region for AAA franchises like Assassin’s Creed to leading casual franchises like Just Dance. • Owned relationship and alignment with EMEA Brand and Assistant Brand Managers. • Controlled the paid media budgets, coordination, and briefing with Media Agency and MENA PR Manager to ensure paid media integration into overall plans. • Possessed detailed knowledge of the MENA media landscape and broad understanding of the paid, earned, and owned channels utilised to communicate with target profile of different franchises. • Sought out and negotiated external business partnerships, both promotional and media based, for integration into the marketing plan. • Set up the activity timeline and implementation schedule in collaboration with MENA PR & EMEA. • Developed the paid media plans bookings for major titles in collaboration with media agency. • Carried out post-mortems on product launches, derives key learning’s & conclusions. • Tracked the marketing contribution of products. • Coordinated the trade marketing plan in collaboration with the distribution partner. • Co-managed digital MENA accounts on Facebook, Twitter, Instagram, and YouTube. • Supported in localization of digital and in-game assets. • Initiated the first official MENA Rainbow Six Siege tournament in collaboration with Nvidia Middle East. • Produced a video campaign with the popular regional cab service Careem to promote Mario + Rabbids Kingdom Battle. • Engineered the "Escape the Room" launch activation for Watch Dogs 2.
• Executed marketing campaigns for the world's leading publishers of interactive entertainment software including PlayStation, Xbox, Capcom, 2K Games, Konami, Disney, Bethesda, CD Projekt Red, Square Enix. • Implemented Halo 5 Guardians media and launch event in Dubai Mall's Reel Cinemas. • Organized the media event for Just Cause 3 at Al Forsan International Sports Resort. • Supervised stand builds and activities for Xbox, Metal Gear Solid V: The Phantom Pain, Disney Infinity 3.0, and WWE 2K16 during the Games15 event in Dubai International Marine Club. • Planned the Assassin's Creed Syndicate preview event in the Middle East in Golden Hall. • Implemented the Forza Horizon 2 Xbox One launch and the Tbreak award winning Drive Event in the Middle East region. • Credited for co-managing the localization project of The Witcher 3. • Spearheaded the organization of resources and scheduling for the Gaming Zone at Comic Con Middle East 2015. • Handled Sony PlayStation activations at Modhesh World 2014 and World Cup 2014 at Dubai Media One Hotel. • Responsible for the full execution of the Bosch employer branding campaign "Bosch Super Heroes". • Managed the Bosch press event and created their interactive corporate history documentation.
• Hosted the Gaming section of speeches at the BMW stage. • Provided introductions to all the panelists and speakers. • Moderated the panel entitled "Startup Ecosystems & Opportunities for Game Developers"