Category Creation and Brand Differentiation: Pioneered a new product category for ADP, positioning WorkMarket as a distinctive yet complementary offering in ADP’s suite of products. Architected a distinct visual ID and messaging framework that defined the new category, created SEO strategy to drive market education and awareness, and secured buy-in to revamp workmarket.com, a dedicated platform to showcase the new category. Strategic Business Leadership: Key member of the Senior Leadership Team instrumental in shaping overall business strategy. Led critical research and analysis to develop data-driven business cases for C-Suite evaluation, presenting the growth opportunities and the investment needed. Talent Development: Built a high performing team from the ground-up within a complex, highly matrixed organization. Created a collaborative and transparent culture that incorporates coaching and skill development.Growth Acceleration: Strategically optimized key channels to maximize ROI. Enhanced paid search to improve lead quality while reducing spend, implemented chatbot and A/B testing to boost site performance, and prioritized high-impact events. Resulted in a 180% YoY increase in opportunities.Business Transformation: Spearheaded WorkMarket’s integration into ADP's corporate ecosystem, ensuring seamless alignment with brand standards and operational processes. Led comprehensive efforts to consolidate systems, streamline vendor relationships, and drive synergies. Cross Functional Leadership: Strategically forged partnerships with other business units to integrate WorkMarket into their sales and marketing initiatives, resulting in 200%+ YoY increase in sales from referrals.

Brand Positioning and Storytelling: Overhauled Navatar’s brand identity to become an industry leader in the field. Produced new content to support that transformation including virtual roundtables and product videos, generating 5,000+ leads.Go-To-Market Strategy: Developed and implemented the go-to-market strategy for product launches. This involved competitive and industry research to determine positioning, and close alignment with other teams to ensure consistent messaging.Product Marketing: Conduct user research to develop buyer personas. Leverage insights to provide feedback on product roadmap. Mapped product features to customer pain points, which then informed our messaging and positioning. Sales Enablement: Identified gaps in sales knowledge and convinced the CEO and Head of Sales to adopt a new training and onboarding program. Created high utility industry primers, customer insight reports and pitch decks as part of the new program.Building and Leading Teams: Developed a results driven marketing team, defining new roles like product marketing to bring about a customer-centric approach to marketing and product development.

Demand Generation: Accountable for increasing lead generation to drive global B2B revenue. Influenced CEO to invest in a new website, increasing inbound lead generation by 30% and organic traffic by 74% YOY. This involved negotiating with many agencies and project managing multiple moving parts for a new backend (Wordpress CMS/hosting) and front-end (design, content)Marketing Automation: Gained executive buy-in to invest in marketing automation, and led the implementation of Hubspot and oversaw integration with Salesforce.Account Based Marketing: Developed an account-based marketing strategy based on customer segmentation and personas to acquire larger accounts.

B2B Demand Generation: Optimized paid media with LinkedIn (100%+ ROI) and PPC (140% ROI) campaigns. Led website redesign, boosting inbound leads by 20% and organic traffic by 10% YOYeCommerce Growth: Implemented nurture series utilizing Marketo, automated upgrade campaigns, launched abandoned checkout retargeting campaigns (over 400% ROI). Product Launches: Developed and executed multi-channel go-to-market strategies for product launchesContent Lead: Wireframed, strategized, and led the launch of the content marketing site

•Wireframed, strategized, and led the launch of the content marketing site. •Managed PR, social media and partnership marketing

Starwood and Delta Cobrand Acquisition (OPEN)• Spearheaded launch of two new digital channels (purchase path, Refer-A-Friend) • Led a multi-channel Starwood promotion, achieving a 100% YOY increase with 6,000+ accounts

• Analyzed China’s chemical and renewable energy sectors to recommend attractive targets to American clients• Developed and delivered strategic advice to North American financial institutions seeking to establish RMB funds or undergo public listings in China

• Led junior analysts through the entire investment process, from the initial due diligence to the funding of the transaction• Designed dynamic financial models for sales and profitability projections