Established the product marketing function overseeing 5 Enterprise SaaS products.Gartner names Redwood leader in MQ for Service Orchestration and Automation.Portfolio growing +30% yr/yr.

Roll up sleeves to unlock growth with prospects and core customers. Trusted resource and strategic thought partner to C-level executives. PRODUCT MARKETINGeBay Strategically identified customer persona and platform which enabled Fashion vertical ($4B) to achieve record traffic and new user registration, reversing revenue declines (+13 pts). FacebookCrafted research, facilitated study and analyzed data to define user personas, motivations, barriers and product opportunities that led to global platform enhancements (see press release below).Ancestry.comDeveloped a unified global messaging strategy to drive customer engagement and company efficiencies. Strategy remains live since 2018. Identified trade-up strategy impacting GTM and driving LTV. BRANDAlbertsonsLed research and analyzed qualitative data to define product platform and features resulting in new premium private label platform (see press release).Sally Beauty IonAchieved multi-year explosive growth for a new omni-channel hair care product. Developed persona, positioning, and brand platform to deliver 45k unique monthly website visits, 12,000% increase in social media engagement, and double digit growth for 5 years. Biena SnacksCreated a new brand platform, messaging strategy and innovation roadmap that expanded the TAM and enabled $8MM Series B raise.CUSTOMER EXPERIENCETailored BrandsRedefined the tuxedo rental customer journey to align with the wedding planning cycle, impacting email conversion rates +10% and lowering unsubscribe rates by 20%.Developed patented e-comm packaging solution to deliver a wrinkle-free tuxedo. STRATEGY GENERALNexPhase CapitalGuided investment team on industry, category, product and consumer trends and nuances that helped to inform thesis and led to purchase. Successful exit in 2 years time. Tailored Brands Pivoted the formalwear rental business proposition to “dressing for the wedding”, expanding the revenue potential by $60MM.

Established the product marketing function for Series B, high growth company to support sales and go to market for a variety of existing and new to market credit products targeting both B:B and B:C.

New Tier & Features LaunchRolled out the new “Diamond” tier, GTM and Sales enablement. Delivered $2M in first 2 years, exceeding plan. Evolved Value PropositionDefined Enterprise positioning and messaging hierarchy with four key pillars that appealed to two audiences across four sectors. Oversaw messaging implementation across all channels.Content strategy and executionCreated strategy and delivered all funnel content including SEO blogs, product videos, sales conversion tools. 90% SEO blogs ranked page one, product videos considered best in class. Result: Enterprise business experiencing double digit growth YOY

Identified unique value proposition, redesigned the visual identify and created a 5 year innovation strategy to deliver incremental $60M profit in 5 years. Achieved 30% growth in the first year.

Created new value proposition, innovation and communications strategy for two segments, to establish the brand against category leaders. Oversaw GTM and and grew sales in a challenging economic environment. Brand achieved $1B in 2015 after implementing value proposition globally.

Leveraging feet on the street grit, determination and little data, identified value proposition and GTM fit for early stage ultra-premium vodka, by defining and implementing an unconventional sales and marketing strategy. Brand was one of 50 new entrants against an entrenched set of competitors. From decline, delivered 25% growth and over time, brand grew from 85M cases to 1.8MM cases reaching top in category leveraging same strategic principles and foundation.

Part of team to devise a global turn-around strategy for priority brand, Smirnoff Ice, based on new consumer insights. Developed successful new messaging strategy, product innovation roadmap and packaging. Due to Wall Street focus and company priority, reported monthly performance directly to the CEO.