Managed a team of over 100 digital marketers, engineers and designers on 26 Democratic campaigns for the Texas State House of Representatives during the 2020 General Election.

Using employee-centric data to transform the American Workplace.

Headspace Research and Customer Segmentation: Responsible for all research efforts for Headspace, and for socializing insights throughout the marketing, product, and operations team. This includes product behavioral analysis and finding trends in product usage to inform CRM communications and new product features; Market research studies to understand conversion drivers and barriers for broader acquisition campaigns; Customer segmentation to identify highest impact audiences to inform strategic campaign planning. Lead all qualitative and quantitative research studies with our external research agency, while managing the research budget and planning.Headspace Onboarding, Trialist-to-subscriber Conversion: Using product behavioral analysis to develop perfectly-timed lifecycle communications - email, mobile, social - to drive users toward engagement thresholds that increase LTV and likelihood to subscribe.Headspace Gifting and New Years Campaigns: Managed communication and offer strategies for all Headspace tentpole membership acquisition events. Responsible for using research insights to inform creative message development, offer testing and campaign delivery across email, mobile and social platforms.Churn Management: On site and in-app flow optimization for credit card capture. Reduced Headspace Annual and monthly member churn three percentage points in three months.

Subscription Onboarding: Developed strategy for communication touch points including in-box materials for member education, identifying risks for churn early-on in membership lifecycle and creating communications to mitigate risks. Worked closely with Member Services team to provide personalized messages to new members as well as reduce amount of inbound tickets and help desk requests through proactive communications.Subscription Management - Created and managed the template and content for monthly “Box Manager,” email in an effort to decrease churn and increase revenue per shipment. Worked with Brand Marketing team to identify opportunities for product sampling and upsell, as well as follow-up communications to capture potential purchasers and encourage re-purchase. Managed all email designs and communications and advised Brand Marketing team on design best practices and potential for A/B testing and optimization.Churn Prevention Emails and On-site Features and Communications - Created and managed template, scheduling, rules and conditions for emails that notify members of account features to reduce churn. Campaigns determined by analyzing churn data and working with product and member services teams to create account management features to address reasons for churn. Work with engineers and data scientists using MySQL to produce churn predictive models.Win Back and Abandoned Cart Campaigns - Worked with Retention Science to create relevant and targeted communications that win back previously canceled and potential members through creative and subject line testing and optimization.Internal Email Service Provider: Created and managed product roadmap for custom-built ESP for Dollar Shave Club marketing, trigger and account notification emails. Created rules for data warehouse queries, custom targeting fields, and creative testing specs.

Managed UCLA's main social channels including Facebook, Twitter, YouTube, Foursquare, Pinterest and flickr. Within my first month at UCLA I increased engagement on Facebook posts 162%. Post impressions increased 176%.Created and executed Social Media strategy for UCLA Commencement events, including live-tweeting the College of Letters and Sciences ceremony. Tweets during commencement activities received 1.7MM impressions, up from standard 200K monthly impressions. Created and implemented "BruinForLife" campaign--the highest performing Social marketing campaign on UCLA's Facebook page. Worked with campus partners--UCLA Athletics, Events and Transportation and Volunteer Center to strategize social marketing for major campus events.

Site maintenance for comScore top 20 property that delivers helpful how-to advice to over 57MM unique visitors per month. Worked with a talented team of developers, designers and engineers to implement new programs and monetization models on the eHow article page. Participated in performance, A/B testing and was the lead product manager for eNewsletter and B2C blog strategy.

Lead product manager for typeF.com responsible for product design and strategy. Developed site concept and pitched to Tyra Banks and Bankable Inc. Lead team of talented and passionate engineers, designers and SEO specialists to launch and maintain the site. Created Beauty School, Daily Look, Content personalization web apps. Worked with Treemo labs to launch typeF Beauty School iPad and iPhone application.

Managed strategy for homepage and newsletter programming, programming for social media outlets such as facebook and twitter, and content syndication through Yahoo! Shine, Huffington Post and Active. Managed all content production for LIVESTRONG.COM. Worked with Demand Studios to guide content creation through their freelance network. Scripting and production for "Health Matters" show with Chief Medical Advisor Dr. Leslie Saxon. Drove content priorities through collaboration with the Product Development team to create engaging tools and content services on the site. Worked with PR to manage expert talent and content production for ongoing media outreach. Created Demand Media Internship program that fosters an educational environment focused on giving students a well-rounded understanding of new media and online publishing.

Manage publication schedule for LIVESTRONG.COM. Grew weekly newsletter subscription from an initial 200K to 1MIL from June 2008 to Nov 2009. Worked with marketing and PR departments to create content-oriented promotions including the Diet Face Off, which engaged the LIVESTRONG.COM community and drove organic search traffic to the site. My main goals were to drive traffic to the site, and increase user engagement by producing relevant and topical content.

Content Manager for Employee Intranet Portal. Assist and plan look and feel as well as usability of the intranet with web developers. Manage staff of editors and writers to create weekly articles. Designed, developed and distribute weekly newsletter to 1700+ employees. Event planning and promotion.Writing subject lines and promotional copy for commercial newsletter.

Managed content for Social Media and Creative Sections. Worked with a group of industry professionals for reviews of creative media. Recruited contributors and shepherded articles from pitch to completion. Assisted in creating weekly web analytics reports. Uploading data into content management system.

Editing and Writing Fact sheets for book jackets and catalogs. Assisting Managing Editor with collating materials for seasonal book launches.

General office assistance, filing, internet research. Pre-screening submitted materials i.e. reading scripts, pitches, reviewing pilots etc. Writing coverage for submitted materials for V.P. of Production

As Managing Editor I was responsible for helping the editor-in-chief and publisher with the monthly layout of the magazine, shaping the tone of each issue as well as hiring/managing interns and writers. I created and distributed our weekly newsletter and coordinated with the sales team for ticket and event promotions. Worked with advertisers to plan events for brand promotion and magazine publicity, and was personally responsible for writing and recruiting articles for the Politics and Culture section.