Your AI Marketing TeamFocusing on AI, product, tech, & ops

Lead Product, Instructional Design, and GTM functions for Chegg Skills. 15k LearnersOversaw a product team of 5 pods, focused on growth, student outcomes and engagement. - Major initiatives included improved student onboarding (+5pts to enrollment rates), improved student outcomes (+3pts to grad rate).- Developed engaging AI first product features and curriculum development.- Created a culture of testing, user research, and dogfooding.Oversaw a team of Instructional Design and Development team of 15 FTEs and 45 contractors across instructional design, content operations and production.- Catalogue of over 20 up-skilling and re-skilling programs across various formats and subject areas.- integration of AI in learning design, resulting in a 200% increase in program scalability while maintaining high-quality learner outcomeGTMOversaw a team of 6 Marketers across PMM and Channel marketing- Build a pipeline of thousands of MQLs, hundreds of MQLs, and millions of weighted pipeline which represented 85% of pipeline. - Rebrand and website redesign of Chegg Skills brand from Thinkful https://www.chegg.com/skills/

I currently lead Chegg’s performance marketing organization across Paid, SEO, Content marketing. Additionally I oversee Busuu’s full stack marketing Dept (performance, lifecycle, PMM, and creative).* Manage a global team of 50+ (across US 16, UK 18 and India 19).* Team is responsible for 33% of Chegg’ revenue growth in 2022 and channels that drive 65% of CCS.* Own the Performance Marketing model. Partner with Business GMs, Finance, and Analytics to drive marketing forecasting, planning, and measurement. Plug into the business operating model.* Oversee a global budgets across 6 business units and 15 markets. Business models include eComm, subscription, app user acquisition, and bootcamp.* Create scalable systems and processes - Partner with MarTech, IMM/PMM, Creative Marketing, and Product to create scalable programs, systems, and processes.* Created new growth levers for the business. SEO Content ROI, Content Marketing (TikTok), Expanded paid channels: Programmatic, Youtube, FB/IG, Snap, TikTok, Influencers, App, & CTV. * Drive Cheggs' Brand - Drove +14pts aided awareness lift for our “ Learn with Chegg” rebrand. Partnered with stakeholders to ensure continuity of the brand voice while maintaining performance best practices.* Busuu 3.0 GTM - GTM planning for Busuu’s transition from premium to freemium business model including research, audience, value proposition, user journey, channel strategy, onboarding and PLG strategy.

Decreased incremental CPAs by 50% while scaling up spend 2.5x * Scaled international - proportion of budget increased from <5% of media to >50% of media * Brought core business KPIs into media platforms - eComm transaction margin, Subscriber Predicted LTV, and lead scores into Google and Facebook, improving profitability by 15%-50% * Brought mass personalization and creative testing to Social, Display, and Video, decreasing CPAs by >50%. Partnered with Creative to go from bespoke individual ads to scaled, modular templates.* Added segmentation to Google shopping - increased orders by 235%, +50% in spend and -50% CPO * Incrementality as the North Star- partner with Marketing analytics to redefine how we measure w/ incrementality across campaigns* Build out Paid Marketing Team - Scaled team from 4 to 8 in the US and from 1 to 10 in Delhi. Enabled by creating scalable systems and processes.

• Lead Fetch's media platform practice across Search, Social, Programmatic, and Ad Operations.- Work with team leads to ensure that all 30 team members have appropriate goals and understand their career path.- Work with the account and data teams to provide media solutions for our clients.• Develop Fetch's Media Platform Strategy - Create department wide initiatives to create better processes, improve quality of work, and create strategic insights for our clients.- Manage an automation roadmap to improve operational efficiency and develop custom solutions for clients.

• Bootstrap, grow and lead Fetch's Programmatic and Search practice.- Grew the team from 1 to 15.- Develop agency wide skills in programmatic, search, and ad operations- Evangelize programmatic and search solutions to the account team, clients and potential clients. - Shift mindset away from ad networks to self-serve platform solutions• Develop existing client business and contribute to successful new business pitches- Deliver Programmatic and Search solutions for Mozilla, Lululemon, AEG Presents, Hulu, Microsoft, and other accounts.• Deep knowledge of mobile app user acquisition strategies, in app tracking, and supply landscape.- App store search, App tracking and analytics, mobile first DSPs, mobile invalid traffic, mobile first data, ad mediation- New user acquisition, remarketing, and reengagement strategies

• Launch and Manage the the AKQA Trading Desk - AKQA’s in house, programmatic media solution.- Oversee a team of 15 - growing to a team of 20. 5 direct reports- Develop capabilities across display, video, mobile, social, native, advanced TV, private marketplaces and deals, tech and data partnerships• Supervise paid search and programmatic media operations- Programmatic: Clorox (16+ brands), Time Inc. (12+ brands), Wynn Las Vegas, Autodesk (6+ brands), Balsam Hill, NVIDIA- Search: TurboTax and Yahoo! Shopping CSE• Partner with Account and Media Planning teams to develop client relationships and campaign strategy.• Partner with Data Science and Engineering teams to develop AKQA wide and custom client solutions- Requirements gathering, spec-ing business logic, developing roadmaps, UI/UX wire framing, and QA- Developing dashboards, forecasting performance, scenario modeling, test methodology and analysis- Acts as domain expert, providing feedback on model selection, feature engineering, and outputs

• Supervise search campaign management, strategy, and tech integration on major accounts.- Primary focus on TurboTax and Yahoo! Shopping CSE accounts.• Participate in client calls, client strategy meetings, QBRs, RFPs, and pitches.• Leverage marketing analytics to find actionable insights, develop testing plans, and solve business questions.- Forecast campaign performance and analyzed strategy change impacts.- Spec’d schema for campaign DB and client ETL process; developed marketing dashboards in Tableau- Tracking setup, QA, and reconciliation with multiple data sources• Develop cross channel audience strategies, leverage cross channel attribution, and integrate across multiple technology partners• Lead search team trainings and inform team to changes in AdWords, Bing Ads and industry trends. Test and develop best practices for AdWords and Bing Ads betas and new features.

• Works with account team on developing PPC strategy and translating them into tactics.• Experience with all aspects of enterprise PPC management: keyword research, bid optimization, account builds and expansion, ad copy writing, testing and analysis, GDN, and 2nd tier engines.• Uses SearchRev (AKQA internal campaign management suite) and works with the engineering team to develop and beta test new features, QA bugs, and communicate changes to team.• Experience with tracking setup, QA, and reconciliation with multiple data sources.• Campaign manager lead on TurboTax account.• Voted AKQA Employee of the Quarter by peers and management.

Managed Paid Search for 360 Partners Internal Lead Gen Sites, LeadRival, and EyeBuyDirect.com

I assisted in data analysis for economic geography research using SAS. This included summarizing data, data cleaning, transformation and creation of variables for analysis, and HLM and OLS Modeling.