Wisetack builds lending technology for the software economy. We help service-based businesses thrive by facilitating real-time consumer lending at the point of sale.My domain areas included the Go-To-Market teams (Partnerships, Marketing, Customer Success, Customer Support), as well as People and Administration, leading teams of up to 60 people.Servant leader and builder of a people-first and performance-based culture.- Scaled the company from 0 to 150 (founding to beyond Series B), including tripling headcount between 2021 and 2022, during the decade’s toughest hiring market, all while enforcing the discipline of our org structure and compensation framework - Achieved 10x revenue growth 2021 vs. 2020, and almost 5x 2022 vs. 2021- Built award-winning customer support team, whose work is repeatedly referenced in customer NPS- Established company policies, organizational structure, employee surveys, compensation philosophy, job leveling, and hiring strategy resulting in sky-high employee NPS and retention, as well as organizational efficiency and scalabilityMy background in marketing informed my approach to growth: the best marketing is a happy customer. In the early days, I ensured we went above and beyond to keep partners and customers happy. Once we built that foundation, we brought in people and process to ensure scale. That customer-centric culture persists today.

LP & Angel Investments:LP:► 500 Global (Twilio, SendGrid, Gitlab)► 500 DuriansIndividual Angel Investments:► Auradine - bitcoin mining hardware► Cambium - biomaterial innovation ► Mon Ami - software for aging and disability service providers► Shield.ai - building the world’s best AI pilot► Arkifi - AI for the fleece vest crowd► Graphiant - next gen Edge services► Snyk (through investment in TopCoat Data, acquired 2022) - developer security platform► Sandstone Diagnostics (acquired by Labcorp 2021)► Hue.ai - optical performance technologyI like boring companies solving non-obvious problems in large markets. My investing today is primarily through funds I'm invested in or technology companies within my areas of expertise, with a particular interest in fintech and B2B SaaS. I've also made investments outside of these criteria in B2B companies with stellar teams that build complex technologies in massive markets.In 5 years' time, I think we'll look back at '23/'24 and recognize what an amazing time it was to be investing in early/mid-stage companies.

Advised FRC portfolio founders as part of the Fast Track program. First Round Capital matches seasoned startup leaders with early-stage operators in a unique mentorship community.

Audit committeeCompanies like ClickUp, Zendesk, and Cloudera rely on HireRoad to empower their People team. The company's flagship product, PeopleInsight, brings together data from disparate HR systems and surfaces actionable insights in order to help People teams drive business results.

Cryptocurrency investing, simplified.I led the marketing team at Abra. My right brain built our brand; my left brain built our mobile data stack and growth and acquisition funnels. * Brand: Put a stake in the ground about who we are and what we stand for. Ensured consistently across all touchpoints, internal and external. Positioning and repositioning. * Product Marketing: Conducted in-depth research to identify consumer wants and needs. Defined the audience & value proposition; communicated this clearly & consistently across all channels. Led go-to-market initiatives. Laser-focused on product-market fit.* Partnerships: Helped close and manage Abra's initial launch partner in the Philippines. Supported BD team in structuring co-marketing agreements.* Growth: Ran ASO, SEO, Mobile App Installs, Retention (email, push, in-app) and other growth initiatives all along the Acquisition-Activation-Activity-Referral continuum. Focus on data integrity. Selected and implement third-party tools to build our mobile growth stack. My strong bias is to focus on retention before acquisition. Most people agree with this in theory; implementing this in practice takes discipline and a backbone.* Communications: Led PR, website, & social mediaIn the early days, I also set up our company's customer support function, hiring system, and helped to establish our presence in Manila.Known for: Always coming back to the simplest of questions, "What problem are we solving, for whom?"Abra is funded by HCM (Foxconn's venture subsidiary), Arbor Ventures, First Round Capital, American Express, Ratan Tata and a global list of other leading financial services investors.

Clover is a suite of simple but powerful POS systems designed to make life easier for small businesses and bring them closer to their customers. My primary responsibility was for clover.com and the marketing, product, and sales aspects of that channel. I also worked with our developer platform team to support the growth of applications on the Clover open platform, and with the First Data marketing & sales team on broader initiatives involving Clover.Clover is a wholly-owned subsidiary of First Data.

Slice is the best way to keep track of everything you buy online. Available as an app for iPhone, Android, and the web.I ran the marketing function, including product marketing, branding & messaging, partner joint marketing, email, social media, user acquisition (both web and mobile), community development, promotions, event marketing, and PR. I also established and operationalized customer support. During my tenure, the value of items parsed grew from near $0 to $3Bn.There's a lot of fun data in that $3Bn, but my biggest disappointment is that I couldn't get approval to push out a story along the lines of, "People who bought 50 Shades of Grey also bought..."Funded by Rakuten, Lightspeed, DCM, and a group of angels.

Kiwi Crate sparks creativity in kids and saves time for busy parents by providing all of the inspiration and materials necessary for hours of imaginative play. With monthly deliveries of activities designed to help kids discover, explore, and create things in the world around them, Kiwi Crate brings hands-on fun right to your door.Over a five month period, I was responsible for the end-to-end marketing launch of this company, from strategy to execution, with a heavy focus on customer acquisition. This included PR, promotions, identifying and structuring co-marketing activities with other companies, online advertising, offline events, social media, and ordering custom Silli Bandz in the shape of a kiwi. We exceeded initial launch targets by over 3x and made a bunch of little kids really happy along the way.Funded by First Round Capital, Comcast Ventures, Mayfield Fund, 500 Startups, and a host of stellar angels.

User acquisition, partner management, B2B marketing, social media, integrated campaigns, events & anything else needed to profitably grow users, merchants, and revenue at this fast-growing group buying startup. Brought in just after the A round to scale growth, expanding from 3 to 9 cities, and growing user base by more than 10x.Funded by Matrix Partners and Bain Capital Ventures.

Managed go-to-market activities to grow LinkedIn outside the US. Highlights include:- Developed international growth plans and market entry strategy- Developed & managed LinkedIn's first API-based partnership- Created the company's first multi-channel integrated marketing campaign- Launched LinkedIn's first localized site in Spanish across 3 different continents- Helped set up the European organization then moved on to focus on Latin America and Asia - Spokesperson for LinkedIn internationally, as well as conference speaker & panelist Some classic marketing & biz dev techniques, some web 2.0 tricks, some old-fashioned pounding the pavement. Fun fact: I was LinkedIn's first hire with an MBA and had to spend my first round of interviews convincing people that I did, actually "do work" rather than focusing on "strategery."

A mix of structural (setting up infrastructure & reporting, best-practice sharing) and hands-on marketing work (paid search, SEO, partner marketing, channel marketing, lead generation, sales support, product marketing, developer marketing) to acquire merchant services customers for PayPal and help scale the international organization

Launched and ran marketing for PayPal Australia, based in Sydney. Responsible for the whole range of marketing activities: product marketing, onsite marketing, paid search, email marketing, promotions, channel marketing, brand, PR, research, community management.Developed a life-long love for Australia and educated my palate about good coffee. When the third wave coffee revolution came to San Francisco a couple of years later, I was ready.

Responsible for the marketing launches of the first nine of PayPal's international sites. Trained & supported global marketing team members in European & Asian offices. Ran marketing for PayPal UK and subsequently PayPal Canada. Worked way too much.

Spent my entire time on one client, a Fortune 500 energy company. Ask me about the economics of gas transmission pipelines.

'97-'98: Fixed income analyst, covering the retail and consumer products sectors.'98-'99: Promoted to associate (post-MBA position) in the Global Relationship Bank, in the consumer products group

Based in Tokyo. My coworkers said I dressed like a European, but laughed like an American. Went by my full name, Elisabeth, because "Li-su" means "squirrel" in Japanese.