Micaela Shaw Email & Phone Number

Los Angeles, Ca, Us

Dallas, Texas, Us

Pasadena, California, Us

Brought on by the Founder/CEO to oversee direct-to-consumer revenue growth for Moxie, a learning robot for kids powered by AI. I led the company to define a new go-to-market strategy. As the Head of Marketing, I built and led 7-person full-funnel marketing team and 2 agencies across brand marketing, media, performance marketing, creative and lifecycle. I also shepherded the team through brand evolution, price testing, a major website migration and channel expansion onto Amazon.

Austin, Texas, Us

Established integrated marketing function to scale & drive the Literati brand across 3 business lines; kids book box subscriptions, celebrity-backed adult book box subscriptions and school book fairs, (a business acquired from Follett in January 2021.) Built and oversaw team of 10 across content, brand, product marketing, performance marketing and lifecycle. Directly reported to the Founder & CEO. ∎ Optimized subscription funnel and accelerated ad testing to decrease CAC 38% ∎ Refined target personas and brand positioning to align with expanded go-to-market strategy.. ∎ Activated partnerships with celebrities including Malala, Steph Curry, Richard Branson and more. ∎ Absorbed Follett book fair business, rebranded experience in 60 days for first school season, launched Salesforce, and delivered meaningful incremental revenue growth within 8 months of acquisition.

New York, Ny, Us

Re-energized subscription fitness app through expanded activations with creators scaling to 20-25 digital events/week. ∎ Led 15-person team across brand marketing, performance marketing, and lifecycle to grow subscribers by 50% while testing into higher price point. Reported to CRO. ∎ Launched brand podcast leveraging insights from creator community

Fairfax, Va, Us

Joined a 20-year-old e-commerce business for custom apparel, in the midst of a transition to omni-channel with the opening of stores and sales teams. Reported to the SVP, Marketing. ∎Led marketing strategy to open over 30 stores and launch regional sales teams across the country. ∎Guided spend decisions between channels and helped evaluate channel incrementality as a member of the Marketing Leadership Team.∎Increased repeat customer sales through integrated and expanded direct response program across email, SMS and direct mail. ∎Partnered cross-functionally to reimagine our customer journey between site, stores and sales outreach.

Santa Monica, California, Us

Started with a blank canvas as employee #8 at Inspire Clean Energy, a subscription that provides homeowners and small businesses with clean energy and smart home products for a flat, monthly price. Built a go-to-market organization of 30, with 10 direct reports across growth, brand, digital, social and lifecycle. Partnered with senior leadership to codify and reinforce Inspire's truly unique mission and culture. Reported to the CRO. Inspire was successfully acquired by Shell in 2021.∎Defined target personas, brand and positioning that took Inspire from tiny start-up to $XXXM in ARR. ∎Launched and scaled marketing channels across paid search, paid social, display, direct mail and partnerships. ∎Developed “Do the Bright Thing” non-profit to empower rising leaders in clean tech ∎Garnered brand recognition by obtaining B Corp certification and industry buzz with features in TechCrunch, Greentech Media, Huffpost, NY Times, NY Post & Mashable.

Santa Monica, California, Us

Us

Hired as first full-time General Manager for UrbanSitter, a babysitting marketplace, and developed a playbook to launch new markets across the U.S. ∎Led launch and growth in Southern California market and moved it from the #10 market to the #2 market for the business, with a 113% increase in subscribers. ∎Tripled YoY growth in first time parent booking for the Southern California market by implementing an integrated multi-touch lead nurture process. ∎Created a partnership program and tracking model that became a benchmark for the company; developing over 20 affiliate partnerships with parenting and kids-focused brands∎Designed, planned, and launched Southern CA event marketing strategy with 4-10 events/week with parenting and kids-focused brands.

Irvine, Ca, Us

Promoted to Brand Manager after less than one year, leading all Bosch marketing for North America and reporting to the Marketing Managing Director across BSH's brand porfolio. Designed and led all strategic marketing initiatives across brand, growth, influencer, partnerships, social media, events & PR.∎ Made Bosch the #1 dishwasher brand in the U.S. and a leader in the mass premium kitchen space. ∎ Ensured the successful launch of the brand’s first premium line, exclusive to independent accounts, the Bosch Benchmark Series. ∎ Increased aided brand awareness by 9% over 3 years through omnichannel marketing campaigns across paid search, paid social, display, print and OOH. ∎ Drove customer acquisition & retention, brand fandom, and industry buzz by designing and launching high-end experiential events at CES, IBS, Napa Valley Food & Wine Festival, Disney Epcot, Sunset Magazine Idea House, House Beautiful Kitchen of the Year, and more. ∎ Led significant digital transformation towards digital lead generation and online sales, migrating to Adobe Experience Manager CMS, rearchitecting the brand website and piloting the first D2C brand sales through Shopify.

Irvine, Ca, Us

Joined Bosch Home Appliances just as it was exiting the laundry business, struggling with the rise of Samsung and LG, and seeing stalled growth in brand awareness. ∎ Redefined the brand as the Premium European Kitchen brand for the North American market ∎ Led successful visual and strategic brand transformation (value propositions, brand architecture, messaging, visual identity, etc.) in partnership with brand agency.∎ Launched partner campaigns with Disney, GreenTech Media, Serenbe, Reckitt Benkiser, Dwell Magazine that reached or exceeded success metrics and brand fandom

When Lehman Brothers fell, a nice calm job doing corporate communications for the financial services industry became a lesson in navigating chaos. As a member of a 3 person firm, I learned all things crisis communications, media outreach, and storytelling under pressure.

Ventura, California, Us

Mba, Marketing Management

Advanced Growth Strategy, Retention & Engagement, Marketing Strategy

Bachelor Of Arts, Literature/Writing

Executive Mentee To Susan Vobejda, Cmo @ The Trade Desk