✔Gap analysis of marketing programs with recommendations on where to focus in the funnel, including tactics and team resource allocation for a B2B2C fintech startup ✔Conducted strategic review for a B2B company with granular recommendations on SEO and launching new paid search program

Drove 25% lift in conversion across a complex sign-up and onboarding funnel for new gig workers to become DoorDash drivers. This success generated tens of millions of dollars in savings in the cost to acquire 4M+ new drivers in US, Canada, and Australia in 2022.✔ Led a 10-person team of growth marketers to provide strategy and product ops, including equipping new drivers with gear.✔ Set vision, organized groups around complex workstreams, deepened cross-functional relationships (compliance, trust & safety, product, and engineering), and owned results reporting & re-prioritizing.✔ Deployed nearly 100 experiments across landing pages and throughout the onboarding journey flow to address Driver problems, all based on hypotheses backed by data.✔ Expanded target audiences to include new immigrants, student populations, and others with English as a second language.✔ Applied Machine Learning algorithms to forecast new driver supply needs for Australia and Canada and to make recommendations on marketing media mix.

I was hired to scale the new ad-supported business for the streaming service Vudu and grew it from fewer than 1M monthly active users to 4M MAUs while maintaining the margin $ from the legacy e-commerce business.✔ Led a team that I built from five to 10 performance marketers to drive strategy and operations for customer acquisition and retention. Determined the media mix & set the learning agenda across such channels as SEM, Google UAC, Performance Max, Youtube, Facebook, Instagram, Snap, Criteo, and affiliates.✔Scaled budget from $15M to $55M and deployed it across upper and lower funnel awareness and direct response channels on web, mobile apps, and living room ad platforms.✔ Improved ROI of advertising for the legacy e-commerce category by 2x without reducing scale of spend; optimized for conversions deeper in the funnel beyond signup, optimized channel mix & audience targeting, and ramped testing of different campaign & creative concepts.✔ Built a program to leverage ML to do CRM personalization at scale; onboarded AI vendor to enable intelligent segmentation for CRM programs.

Hired me to drive growth through performance marketing in the face of declining SEO traffic that had been the engine of growth. ✔ Led team of 10 performance marketers to drive strategy and operations for customer acquisition, across such channels as SEM, Facebook, Instagram, & Taboola.✔ Scaled spend 100% while continuing to deliver positive ROI within 12-month payback.✔ Led the company's initiative to expand to brand advertising on TV while generating a healthy ROI. Partnered with the head of analytics to build a model to measure the direct and indirect impact on traffic and revenue to arrive at holistic ROI. TV and brand advertising is a regular part of their mix today.

Joined the company as CRM Marketing Director to grow and retain the base of active users. Progressed to positions of increasing scope and accountability.✔ Led a team of 15 people across acquisition, lifecycle CRM, category, and merchandising. Determined channel mix and budget allocation across affiliates, paid search, paid social, partner offers, and SEO/SEM.✔ Drove revenue and margin growth in an effort to attract potential buyers, leading to a successful sale from Hewlett-Packard to a privately held company.✔ Led the development and launch of new SKUs to drive ecommerce growth and oversaw promotions and pricing strategies.

✔ Promoted and increased profits across the portfolio of country businesses. Ran $200M+ ecommerce business and managed remote teams of 50+ in 12 countries across SEO, SEM, paid social, programmatic, partnerships, and CRM. Fueled revenue and margin growth by shifting worldwide marketing investments to favor the higher margin markets of the US, UK, and Australia, while exiting markets without short-term profit potential

✔ Led newly created role with the goal of driving commercial value from iOS and Android mobile apps worldwide. Grew mobile app share of revenue from prints to 15% of company total in one year. Launched an aggressive and profitable monthly promotion offering free prints as well as offering it in new app download campaigns.

GENERAL MANAGER - SNAPFISH ASIA-PACIFIC, Sydney, Australia, 2010 – 2013COUNTRY MANAGER - SNAPFISH CHINA, Beijing, China, 2007 – 2010Orchestrated and grew Asia-Pacific region, which included not only China, but Japan, New Zealand, Australia, Singapore, and India. Managed team of 15, which encompassed SEO, SEM, paid social, and CRM. Owned P&L, marketing, and operations.✔ Secured market lead in Australia and New Zealand and generated 40%+ average annual growth in Australia. In China, established the business presence and operations from the ground up, including staff recruitment, creation of digital marketing teams, call centers, and fulfillment partners. Championed local products needs to R&D and headquarters.

✔ Grew activated customer base 6X, from eight million to more than 50 million over three years by maximizing registration conversion, activation, and monetization. Directed team of three marketers.

✔Grew online share of sales from 11% to 24% in a single year.

✔Defined, launched, and built a new business of children’s radio shows. Partnered with broadcasters in China, Vietnam, Indonesia, and the Philippines.✔Expanded consumer product licensing business for the China market, increasing royalty revenues by recruiting 35 licensed manufacturers and launching hundreds of product SKUs into retail channels.