As the Head of Growth at Snug, I lead the charge in driving customer acquisition, engagement, and retention through innovative strategies and data-driven decision-making. My role encompasses building and executing scalable growth initiatives across marketing and product to accelerate Snug’s mission of simplifying estate planning.• Develop and execute growth strategies aligned with Snug’s business objectives, focusing on customer acquisition, retention, and revenue growth through paid social, paid search, email marketing, and website optimization.• Design and optimize onboarding, lifecycle marketing, and retention programs to enhance customer satisfaction, maximize lifetime value, and drive sustainable growth.• Leverage analytics to measure campaign effectiveness, uncover growth opportunities, and refine strategies through data-driven insights and testing.• Optimize website content and user experience to improve conversion rates, reduce friction, and align with customer acquisition and retention goals.• Lead growth experiments and A/B tests across paid social ads, email campaigns, and the website to identify scalable opportunities and improve channel performance.• Identify and implement scalable processes to streamline paid search campaigns and optimize resource allocation for sustainable growth.• Oversee reporting and tools such as Google Analytics and ad platform dashboards to track key metrics and provide actionable insights that guide strategy across paid and owned channels.

• Directed a team of 22 digital marketing professionals in developing and deploying growth marketing strategies across digital advertising, email marketing, organic social, and content marketing to drive customer acquisition, improve retention, and reduce churn.• Launched a digital advertising and email creative testing program, running A/B and multivariate tests that resulted in a 51% increase in conversion rates and an 88% reduction in CAC.• Collaborated with Paid Media and Database teams to develop lead generation strategies focused on optimizing customer lifetime value (LTV), increasing lead quality and growing the customer database by 500,000 new leads within 7 months.• Developed and implemented programs for team development, training, and accountability, establishing clear career paths, role expectations, and team values, resulting in 4 promotions and 3 strategic hires.• Identified opportunities to enhance eCommerce conversion rates by incorporating UGC and reviews, collaborating with the eCommerce team to validate the approach and leading the RFP process to source a technology solution.• Partnered with the Analytics team to build an email reporting dashboard that surfaces KPI trends and identifies optimization opportunities to enhance acquisition and retention.• Transformed email marketing strategy to a personalized and trigger-based approach, tailoring messages and customer journeys to specific audience segments.• Crafted an objective-driven editorial strategy for Facebook, Instagram, YouTube, LinkedIn, X, and Threads, aligning content with business goals and tailoring it to specific audience segments to boost engagement and conversions.• Worked with the Consumer Insights team to inform audience segment development and customer journeys, providing insights that shaped personalized marketing strategies and enabled marketing automation.

• Collaborated with Brand Strategy, Analytics, Product, and Research teams to develop data-driven, customer-focused marketing strategies that aligned with business objectives.• Executed continuous experimentation and rapid testing to identify top-performing messages and creative assets, optimizing campaigns for scalability and maximum impact.• Planned and implemented multi-channel marketing strategies (paid social, paid search, display, print, OOH, and audio), ensuring cohesive messaging and optimal performance.• Developed content marketing strategies, creating platform-specific content to increase product adoption, retention, and improve sentiment toward the company’s products and services.• Analyzed campaign performance and presented actionable insights and recommendations to senior leadership, optimizing future campaigns based on lessons learned.• Drove product growth and adoption through multi-channel marketing campaigns informed by consumer research, increasing awareness and engagement.• Led cross-functional teams and agency partners to launch high-impact marketing campaigns, ensuring collaboration and alignment across departments.• Successfully managed the execution of concurrent multi-channel marketing initiatives, ensuring deadlines, business goals, and performance benchmarks were consistently met.

• Developed marketing strategies aligned with growth objectives to maximize campaign effectiveness and drive customer acquisition for clients such as Airbnb, Disney, and Viking Cruises.• Analyzed campaign performance metrics and provided actionable insights, enabling clients to refine their strategies and achieve sustainable growth in their advertising initiatives.• Developed and presented strategic business reviews to clients, highlighting performance trends, identifying growth opportunities, and recommending strategies to scale successful campaigns for future growth.• Monitored industry trends and competitor activities to guide clients’ strategic positioning, ensuring competitive and effective campaigns that achieved growth targets.• Cultivated strong and trusting relationships across client organizations including C-Suite, Brand Managers, and Analytics to collaboratively optimize performance and drive results.• Identified innovative advertising solutions by strategically connecting clients with Meta’s key products, driving enhanced campaign performance and unlocking new growth opportunities for advertisers.

• Developed and executed data-driven growth marketing strategies across paid search, display, programmatic, and paid social channels, driving revenue growth and maximizing ROI.• Led optimization initiatives encompassing creative testing, launching new channels, and experimenting with marketing tactics, increasing ROAS from 5:1 to 15:1.• Strategically allocated and managed a multi-million dollar budget across digital channels leveraging multi-channel attribution to optimize spend and maximize growth opportunities.• Established a lifecycle marketing approach enhancing customer engagement and retention through targeted messaging and personalized experiences.• Collaborated with the eCommerce team and SEO manager to implement landing page optimizations, reducing friction in the purchase process and improving conversion rates through data-driven insights, creating a seamless consumer experience.• Analyzed site behavioral data, including seasonal trends, feeder markets, and loyalty program metrics, to inform campaign optimizations and drive growth strategies.• Managed a digital agency responsible for executing and optimizing display, paid search, and paid social strategies, ensuring alignment with growth marketing objectives.• Onboarded and integrated marketing technology solutions, including a tag management system, to enhance capabilities for trigger-based campaigns.• Implemented a multi-touch attribution model to provide deeper insights into customer journeys, enabling more effective resource allocation and growth-focused decision-making.

• Led paid search and social marketing strategies for global technology client.• Supervised and fostered the career development for team of coordinators, strategists, and analysts.

• Managed the SEM program of two business groups for one of the world’s largest multinational information technology companies. • Communicated with clients on a daily basis regarding the progress of campaign creation and optimizations.• Partnered with media planning teams to successfully plan and execute integrate media/search/social campaigns.• Developed a global SEM strategy to exceed client expectations based on measurable ROI and CPA goals through the use of all available paid digital opportunities including SEM and Paid Social campaigns.• Directed the execution of the SEM program across two internal teams as well as four worldwide partner agencies.

• Optimized campaigns through analysis of campaign structure, keyword bids, negative keywords, and other actionable data sets.• Allocated quarterly budgets across more than 15 worldwide markets based on client priority, opportunity, and historical campaign performance.• Directed regular client calls covering campaign performance and the status of agency and client deliverables.• Analyzed campaigns for additional opportunity to meet client goals across search, content, and social advertising platforms.• Presented quarterly business reviews consisting of insight into campaign performance as well as future campaign management and optimizations.• Generated fiscal and quarterly plans outlining long-term client and agency growth through short-term action items.• Supervised the team’s Paid Search Coordinator in his day-to-day tasks as well as his long-term career development.

• Identified keywords and drafted ad copy for awareness and demand generation campaigns in order to achieve client goals.• Created and managed worldwide campaign reporting documents across more than 15 markets for regular client meetings.• Paced campaigns to ensure consistent coverage based on quarterly budgets.• Monitored campaign performance trends• Conducted monthly Paid Search Coordinator meetings in order to share position knowledge.• Researched and shared industry trends and studies with clients in order to further the client-partner relationship.• Coordinated campaign builds and campaign launches with 4 global agencies across 3 worldwide regions.