Started a consulting practice to help companies scale their growth initiatives. Clients range from large companies like Lyft and Yahoo, to startups like Formation and Daffy.

Reduction in workforce in Jan 2023.

-Spearheaded new channel initiatives, launching Facebook DPA, and affiliate partnerships.-Designed first affiliate program, delivering ROAS 4x higher than existing channels. Owned procurement process for affiliate platform, negotiating a 40% reduction in contract costs.-Developed a new attribution model to avoid over-crediting various channels and aligned internal teams to secure buy in on implementation.-Led a customer segmentation and persona development initiative to better understand customers, and improve messaging.-Increased landing page conversion rates up to 20 points, focusing on unifying messaging throughout user journey.

-Owned all Paid Social channels, managing 7-figure monthly budgets across Meta, Snapchat, TikTok, Reddit, etc. with an emphasis on incremental customer growth.-Partnered with Growth Engineering and Data Science teams to develop pLTV postbacks, social graph audiences, and incrementality predictors to decrease CPAs. -Worked with Research team to develop and implement consumer personas to inform marketing messaging and identify future target audiences. -Streamlined creative production by working with Design to develop templatized ads, increasing creative velocity and experimentation. -Laid out framework for Robinhood's early ventures into a college ambassador program.

-Scaled monthly spend from $200k up to $6m across Paid Social, Display, and Apple Search Ads during Postmates' blitzscaling era, while hitting CAC targets. -Developed a creative review pipeline to streamline insights sharing and maintain creative velocity as we scaled up spend MoM. -Created Tableau dashboards with SQL to better visualize performance at the market, restaurant, and order level. -Led a FMP search and migration to streamline our Paid Social and ASA efforts.-Managed our CDP integrations to ensure audiences and events were flowing properly to our partners.

-Update and maintain Annenberg School websites, including faculty pages and student media sites using WordPress.-Work with a Wordpress CMS to ensure websites are functional for students and faculty.

-Worked with internal departments to develop media strategy for promoting Annenberg.-Created brand strategy and ensured creative content was on brand.-Produced photos and videos detailing Annenberg offerings and student experiences.

-Cover local breaking news events, such as major fires or protests, for USC’s student run daily newspaper.

-Write and edit stories along with photos for USC Annenberg’s award winning news publication.-Photos featured in NBC, SB Nation, the Daily Beast and the European Pressphoto Association.