Marketing and brand lead for US Prime, focused on emerging segments such as students and young adults. Responsible for cross-channel go-to-market strategy, including channel mix planning, budget allocation, customer insights, and campaign creative concept, with the goal of driving acquisition, retention, and member engagement. Led onsite engagement experimentation for Prime Day, Thursday Night Football, and holiday seasons. Partnered with creative teams and external agency to launch first Prime member stories program, highlighting real Prime members and the everyday impact of their membership. Interim lead for Prime Access growth, driving awareness for Prime's discounted program for qualifying government assistance recipients.

Strategic Planning
• Designed and implemented growth marketing strategy to take our angel-backed direct-to-consumer beauty startup from zero to fast growth in one year.
• Analyzed ecommerce traffic, conversion, and inventory data to develop a new system to better manage inventory and allocate marketing spend, which resulted in increased monthly traffic growth and conversion, and seamless inventory.
• Collaborated with multiple stakeholders with competing priorities, including Creative, PR, Finance, and Customer Service, to execute on our marketing strategy and product launches, leading to a strong average return on ad spend.Team Leadership
• Led team of six remote marketing and customer service consultants to identify innovative solutions to better serve customers. Oversaw strategy and project management of key campaigns and on-time deliverables, resulting in quarterly customer growth.
Customer Evangelist
• Improved customer success protocols to problem-solve customer service inquiries, product quality issues, and shipping issues, helping to decrease our return and exchanges over time.

Program Management
• Led overhaul of website and brand redesign. Met with cross-functional partners from merchandising, marketing, and creative to define objectives, features and functionality, leading to increasedmobile conversion rate and more efficient checkout experience. 
• Managed timeline, deliverables, and launch of major brand campaigns, leveraged data to prioritize projects and identify pain points and possible derailers before they occurred. 
• Led cross-functional implementation of triggered email program to automate personalized email campaigns. Led to reduced team workload, increase in monthly email revenue, and increase in open rate.Team Management
• Restructured roles and responsibilities of short-staffed team of three, identified competing demands, prioritized work, set clear accountable goals and developed impactful solutions leading to a successful launch of site redesign.
• Acted as interim head of marketing in high-pressure, growth-driven environment. Managed social media and email marketing managers, as well as an outside digital agency, resulting in year/year customer acquisition growth.

Program Management 
• Negotiated partnership with apparel brand Athleta. Spearheaded Athleta x SF Ballet campaign to drive awareness for the ballet, leading to over 15 million impressions nationally through in-home catalog, Athleta site traffic and storefronts, and social media.
• Led site redesign to improve digital ticket sales. Partnered with cross-functional teams to prioritize features, managed in-house content management, and oversaw third-party development, including budget.

Strategy, Planning & Execution
• Developed and executed cross-channel digital marketing strategy. Achieved over 20% month/month increase in ecommerce revenue, outperforming investors’ expectations for first year.
• Designed and implemented content and triggered email strategy and growth initiatives; tripled subscribers in 6 months.

Program Management
• Organized and led the launch of high-profile technical initiatives and campaigns, including A/B testing, personalization, mobile usability, and Black Friday campaigns. 
• Managed implementation of dynamic user generated content. Collaborated with tech teams and third-party vendor to ensure data accuracy and site stability. Developed and analyzed A/B test to launch functionality; led to increase in product page conversion. Team Leadership
• Cross-functional team leader for all Banana Republic North America digital marketing and creative initiatives. Planned seasonal calendar and deadlines, coordinated deliverables across teams. Negotiated priorities based on business needs and team workload.
• Managed team of 8 producers (individual contributors and people managers) who oversaw the day-to-day technical and creative execution of all marketing campaigns and front-end creative deployments.Process Improvement
• Influenced cross-functional leaders, including GapTech leadership, to implement a ‘fast track’ option for site roadmap and A/B testing ideas outside of the standard roadmap process. Led to several new, quick A/B tests and site features that streamlined the shopping experience for customers and increased yearly revenue by millions of dollars.
• Advocated for, and implemented, new project management software, Asana, to improve cross-functional communication, briefs, creative reviews, and milestones. Led to fewer in-person meetings and more efficiency in project development process.