Led Brand, Product Marketing, Acquisition, Lifecycle Marketing, Community, Clinical Outreach, Analytics, and Social teams. • Recruited and led virtual team of eight professionals. Collaborated using Slack, Zoom and Google Docs• Established Clinical Outreach function with +50% increase in monthly referrals from health system providers• Implemented CRO program on the website and sign up flow generating +45% conversion rate• Led RFP process to select and implement the first CRM system for Two Chairs• Developed Care Advisor role and function to engage with and when appropriate, convert inbound leads • Supported 2x+ growth in overall company ARR

Led Product Development, Segment Strategy, Go-to-Market, Strategic Partnerships, Market Research and Analytics teams.• Recruited 30 professionals to join the team• Led development of Commercial Product roadmap and prioritization processes• Developed Brushsmart pilot program in partnership with Philips Oral Healthcare. This program linked a connected toothbrush with individual dental claims data to enable personalized benefits and communication programs• Led RFP process to select a Vision benefits partner• Developed 3 year growth strategy for SMB segment

Consultant and interim marketing leader. Work with teams to develop strategic foundations for growth based on deep, actionable customer insights. Apply frameworks to help design differentiated products, engaging customer experiences and clear, compelling brand stories. Once strategic foundation is in place, develop efficient go-to-market programs and recruit and build high performing teams. Clients included:Delta Dental• Developed organization strategy for Marketing and Communication teams to support growth through new products and channels.• Drove alignment across Senior Leadership team including budget approval for hiring plan• Upon completion of engagement was offered opportunity to join company to lead Commercial Marketing teamOptimal Workshop • New Zealand based startup providing Saas tools for User Research teams• Worked with Marketing team to refine and focus product and go-to-market strategies• Facilitated development of funnel and performance metrics to align Sales and Marketing teams• Provided ongoing coaching for Marketing team

Weebly is a platform that allows anyone to start and grow an online business. Service includes website creation, e-commerce and integrated marketing tools. Led Brand, Performance Marketing, Offline Marketing, Product Marketing, Database Marketing, Content and Communications teams.• Developed segmentation and customer insights supporting creation of personas, positioning, brand framework and messaging guidelines.• Evolved Brand positioning from easy way to create a website to a platform for entrepreneurs to start and grow a business.• Led development of new TV creative which in testing increased Brand awareness by +52% and drove +365% increase in Brand search.• Recruited and developed team of 10 professionals.• Increased registered users from 30 million to 40 million.• Lowered cost per new registered user by -30% from Performance Marketing.

Brightpearl provides a back-office operating system for small and mid-size omnichannel retailers for managing orders, inventory, reporting, customer data, and accounting. Led Demand Generation, Performance Marketing, Content, Brand, Website Development, Communications, and Database Marketing teams. • Developed segmentation and customer insights supporting the creation of buyer personas, positioning, brand framework, and messaging guidelines. • Created Sales and Marketing lead funnel with shared goals and reporting. Increased lead flow by +70% with -33% reduction in cost per lead.• Improved website conversion rate by +40% through implementation of a Conversion Rate Optimization program and continuous testing.• Increased Average Order Value +30% through development and testing of pricing/packaging.

Led 80-person team with $200+ million budget responsible for TurboTax brand development and revenue growth. Areas of leadership included Marketing Strategy, Online and Offline media, Analytics, Market Research and TurboTax.com development. Team accomplishments over three year period:• Revenue increase from $1.0 billion to $1.4 billion (+45%)• TurboTax annual units increased from 19.2 million to 25.4 million (+33%)• Market Share increased +2pts.• Operating income increase of +42% to $0.9 billion.

Led 50-person Corporate Marketing team responsible for Adobe.com Strategy, Ecommerce, Search Marketing, Affiliate Marketing, Direct Marketing, Analytics, and Creative Services• Supported all Business Units with all online Marketing (SEM, SEO, Direct Marketing, Affiliates)• Successful launch support included releases of Creative Suite 4 and Acrobat 9• Product Management and UX for Adobe.com

Joined company at startup phase as first CMO. Led 40-person team responsible for Product Management, Customer Acquisition, Customer Retention, User Experience, Merchandising, Customer Care, Analytics, Creative Services, Public Relations and Customer Research. Team accomplishments included:• Revenue increase from $5 million to $130 million• Four consecutive years of increasing profitability leading to successful IPO• Accelerated customer acquisition while keeping cost per new customer below target of $12• Improved customer retention and LTV through customer segmentation and targeted onsite, direct mail and email messaging and offers. 74% of 2006 revenue came from existing customers.• Developed and introduced of a range of new products including Photobooks, Calendars and Cards

Joined series A stage startup. Led repositioning of business model from a consumer service for managing digital receipts to a provider of analytics and insights to retailers based on their proprietary POS data. Beta customer was secured for pilot test. We shut down the business after failing to raise a B round after the market crash.

Led 75 person team with revenue accountability for the $150 million Learning Division. Brand portfolio included in-house developed (including Reader Rabbit, Carmen Sandiego, Oregon Trail) and licensed brands (including Sesame Street, Arthur and Madeline). Areas of leadership included Product Management, Product Marketing, Channel Marketing, Marketing Services, Market Research and Public Relations. Business was acquired by Mattel for $3.6 billion.

P&L responsibility for a $220 million portfolio with ten business segments.