Challenge: Transform the brand and lead growth efforts at an EdTech SaaS company through brand and content strategy, evolved visual identity, paid media, and customer storytelling. - Crafted and implemented a holistic brand, content, and growth strategy in alignment with business objectives. Spearheaded successful campaigns, driving 35% of the total sales pipeline.- Led a brand redesign, modernizing the brand while balancing a visual identity true to the company’s roots as both an education and a tech company. Collaborated and built strong internal relationships with senior executives, co-founders, the company president, and CEO to roll out branding effectively.- Oversaw demand gen and growth marketing efforts across paid, earned, and owned channels, increasing traffic by 20% and leads by 23%. - Guided the development of case studies, delivering impactful narratives showcasing successful outcomes by partners.- Implemented marketing operations improvements for data and reporting in a broad Salesforce clean-up and utilized project management software (Asana) to boost marketing team productivity, resulting in increased efficiency and timely deliverables.- Directed a remote team of brand strategists and agency partners, ensuring alignment with the company vision, successful project delivery, and fostering talent growth and development to consistently surpass brand goals.

Challenge: Developed the positioning, strategy, and creative execution of Auth0’s first ever brand marketing campaigns, transitioning the brand from hyper-growth SaaS start-up to a product unit within Okta due to an acquisition.- Led integrated brand campaigns end-to-end that contributed to an 81% lift in brand awareness among tech leader and developer personas. - Owned creative, script development, and video production for campaigns including brand and product explainers, case studies, event coverage, thought-leadership pieces, and social media.- Oversaw $4MM budget across tools, agencies, and paid media including video, display, podcast, OOH, and partnerships with Harvard Business Review, Techcrunch, the New York Times, and more.- Managed and developed a team of creatives including writers, social specialists, and video editors.

Developed a global video strategy to generate demand for Amazon Advertising across 12 marketplaces and 8 languages.• Wrote, developed, and produced video content to support a variety of business priorities, including GTM product launches, case studies, and seller education.• Increased WW video views 7% QoQ and increased clicks by 10% QoQ through a combination of video production, UX optimizations, and stronger CTAs.• Implemented better production processes that resulted in reducing video production fees by ~40%, and subtitling fees down by ~60% with agency.

Led author acquisition and growth efforts across owned, earned, and paid channels for Kindle Direct Publishing.• Grew global paid acquisition via paid search and social 15% YoY across 11 marketplaces while reducing cost-per-acquisition (CPA) by 30%.• Created brand positioning, key benefit messages, and conducted A/B tests to understand messaging resonance among new and existing authors. Led author success storytelling efforts through video and branded content.• Developed reports that quantified the ROI of author acquisitions, which led to better program prioritization and more accurate financial projections.

Drove demand, mobile app installs, subscriptions and customer acquisition through Kindle social media. Led content strategy, editorial, and social channels end-to-end. • Increased total community engagements from 2MM to 12MM (+500% YoY) via a dynamic, customer-first content strategy, a holistic content calendar, and fast-paced production schedule.• Wrote and developed explainer videos, product launch videos, and brand videos. Managed designers and content agencies for production.

Drove the strategy and execution of Campbell’s Soup and Swanson Broth digital experiences across channels including web, social, email, and PR. • Tracked and analyzed online recipe trends to drive content development with the test kitchen; directed content and production from concept to publication. • Performed a competitive website audit and spearheaded the redesign and launch of a new Campbells.com; managed agencies, design, and production.

Led newsroom strategy and content creation for Campbell Soup Company; established company-wide social best practices and specialized in crisis preparedness and management. • Wrote and produced compelling culinary, CSR, leadership, brand, and diversity stories to highlight in corporate newsroom and social media; increased web traffic by 40% YoY via newsroom content. • Led the creation and implementation of enterprise-wide social guidelines following a December 2013 brand social crisis which resulted in 80MM+ negative impressions in social media.

Developed social content to integrate with brand initiatives and priorities across six Campbell brands including Campbell’s soup, Chunky soup, SpaghettiOs, Prego, Campbell’s Kitchen, and Swanson broth.• Managed paid media and creative agencies for paid campaigns as well as led in-house creative production.