Building a best-in-class digital marketing function and leading a major rebrand during company hyper growth. Enjoying the chaos.

The leading online fashion resale platform inspiring the world to think secondhand first. • Reporting to the President, led teams of up to 30 with 7 director and senior director reports across brand (social, influencers, ambassadors, community), integrated and product marketing, creative, communications/PR, CRM, and merchandising.• Managed brand strategy and growth through critical phases before, during and after ThredUp’s IPO in March 2021.• Led in-house agency to deliver breakout multi-channel campaigns and brand initiatives that generated earned media and increased brand equity, awareness and preference. • Generated 1B earned impressions via 20+ integrated marketing campaigns, increasing awareness to 52% among US women 18-65. • Sharpened ThredUp’s target demographic and strategy, resulting in strategic updates across the customer journey that resulted in 2x improvements to acquisition and retargeting spend efficiency. • Managed company rebrand and roll-out with agency partners; launched October 2020. Managed in-house brand refresh to reflect new target demo and insights; rolling out Q2 2024. • Designed curriculum to measurably increase employee understanding of brand strategy and ThredUp’s brand guidelines increasing employee understanding of and connection to ThredUp brand by 375%. • Tested multi-channel geo-targeted brand campaign that drove 144% incremental visitor traffic throughout duration of test, increased brand awareness in campaign market by 13%, improved retargeting CR 13x and improved CPO 11%. • Substantially improved site conversion and session duration in single-SKU environment with 4.5MM unique items via ongoing cross-functional collaboration, including 2023 homepage redesign CTR +20%; GTM and feature adoption campaigns that increased traffic, conversion and incremental revenue; and 40+ trend and seasonal shops drove +20% traffic and full-price conversions.

• Reporting to the President, led team of 9 with 4 direct reports responsible for social, influencers, community, copy, design, CRM and promotions.• Led initial effort to differentiate ThredUp as a sustainable and feel-good alternative to shopping new with a viral Open Letter #Burnberry• Established internal creative & strategy agency to tell ownable, brand-led stories with buzz. Launched ThredUP’s first celebrity campaign to raise awareness about the positive impact of shopping secondhand, Choose Used x Olivia Wilde, generating 200M earned media impressions and wide social sharing.• Implemented successful brand-first TikTok strategy that minimized acquisition spend on low LTV customer while delivering on growth and awareness goals.

A full-service influencer marketing agency and SaaS influencer management company.- Responsible for managing strategic partnerships; creative campaign ideation, development and execution; relationship management and influencer marketing; thought-leadership and strategy for national, global and Fortune 500 clients.- Speaker, Michelin Global Marketing Conference, "Micro-influencers & Building a Multi-Tier Influencer Strategy"- Clients included H&M, Michelin, Biossance, Aquis, Sephora inside JCPenney, JCPenney, Stage Stores

A national resale clothing chain and fashion-insider favorite, Crossroads was one of the earliest to understand and tap into the $119B secondhand clothing market.- Established teams responsible for brand management, PR, crisis communications, store design, digital content (website, app, blog, social channels), GTM strategy and execution for new retail locations, management training and 20 days of corporate and management team meetings.- Led Crossroads rebrand across retail and digital (web & app). Oversaw budget, design and implementation of new brand elements into 25 existing stores.- Launched the first Crossroads app, allowing sellers to add themselves to the waiting list, addressing the key seller pain point of long wait times. - Developed and wrote the Buyer-Training program used in all stores for all employees since 2010. Wrote and edited multiple handbooks (Buyer Handbook, Staff Handbook, Store Operations Manual).- Conceived, developed and launched a new luxury boutique concept, Fillmore & 5th, opened stores in NYC, Palo Alto & Los Angeles.