Responsible for developing strategy for the evolving banking ecosystem, scoping new products to bring to market, and driving product-market fit and GTM for new products end-to-end.

Managed three concurrent product launches, effectively building out the product marketing and early engagement strategies for new products. Developed a deep understanding of customers, needs, and competitors through external research and internal data to bridge the gap between customers and product teams.Key accomplishment: Collaborating cross-functionally to develop integrated plans for product launches, identifying optimal marketing channels, determining requirements and messaging, and ensuring alignment across Design, Product, and Legal teams, resulting in a successful pipeline for an anticipated launch with a robust waitlist.

Led the development and implementation of marketing strategies for Coinbase's B2B offerings (Commerce, Payroll, and Pay SDK) as well as consumer products (USDC, Personal Financial Account). Conducted thorough analysis of client needs through research and customer feedback to drive product roadmap decisions and optimize product positioning through message testing. Key accomplishment: Partnering closely with Sales and Business Development to drive the development of GTM strategies and compelling collateral (including presentations, one-pagers, case studies, webinars, and blog posts) to support product growth and increase engagement.

Designed and implemented B2B payment product and partner strategy for the bank’s Merchant Services business, specifically working with Global Banking clients (mainly $20MM+ in annual revenue) in the Real Estate & Gaming industry (hospitality, travel, sports, property technology).Key accomplishment: Organizing and running an intensive interactive roundtable with a group of Fortune 100 businesses in the travel, hospitality, and sports industries to understand payment processing needs. I leveraged the outputs of this initiative to identify requirements to be used in product roadmap development and to develop a partnerships strategy that would provide the right solutions to clients.

Developed and executed overall strategy to increase adoption of Bank of America’s digital offerings serving 40MM+ active customers. Partnered with cross-functional teams including Analytics, Marketing, Product, Financial/Contact Center, Tech, Legal/Risk/Compliance, Digital Design, and UX research to compile insights, develop customer segments, and implement strategies that led to awareness, acquisition, and user engagement of self-serve capabilities at scale. Managed research vendors and leveraged market trends, syndicated studies, industry benchmarks, consumer research, and competitive intelligence to compile information that was used for roadmap planning for mobile, online, Financial Center, and Contact Center enhancements. Key accomplishment: Creating tactical plans for driving digital adoption, transaction migration, and feature engagement, that resulted in cost savings, operational efficiencies, increased client satisfaction , and over 70% of client households being digitally active. The Bank of America mobile app earned an award for best-in-class experience and satisfaction and the first-ever J.D. Power Mobile App certification for providing "An Outstanding Mobile Banking Experience."

Promoted to sell data products and cross-device capabilities directly to technology companies after company merger, leading to addition of five to ten new partners on a quarterly basis. Identified qualified leads then prospected and negotiated contracts with potential buyers, including data exchanges, advertising technology and marketing technology companies for suite of data products. Created pipeline and developed prospecting and marketing strategy/materials to build contact list in CRM and funnel buyers through entire sales cycle.Key accomplishment: Building out targeting strategies to continuously meet or exceed monthly quotas, bringing in partners of all sizes.

Identified, evaluated, and prioritized data supply categories to fuel targeted advertising campaigns (partners included consumer-facing mobile apps and SDKs). Collaborated with Sales/Planning teams to ensure accurate presentation of Qualia’s offerings and tailored business development strategy to align with client demand. Managed onboarding process and ongoing relationships post-execution, including coordination with data science team for integration updates.Key accomplishment: Building the partnership strategy from the ground up. I developed a pipeline of consumer-facing mobile apps and funneled prospects through the entire deal cycle, leading to a database of 10 billion+ monthly active consumer intent signals and 5-10 new partners quarterly.

Led contract negotiation and execution, organization of installation/maintenance for outdoor media, and coordination of at-store marketing campaigns. Secured new locations to maximize advertising campaign budgets - added over 600 new sites and led growth into six new markets; expanded location portfolio by over 50%. Overhauled of lease payment structure resulting in ongoing cost reductions of 10-15% per agreement. Advanced the company brand communication strategy by developing new and unique communication approach for marketing materials which helped to bring in 50+ new REIT and retailer partners, including large regional/national chains.