• Led Martech team that achieved 2.X ROAS at 8 figures annual spend by educating and unlocking new features for the paid media team to use to optimize their campaigns: Value Based Optimization (VBO) for Facebook and Google.• Designed and implemented a cutting-edge Martech stack featuring Segment CDP, an internally developed DMP, and a bespoke real-time event streaming solution, resulting in enhanced data availability and foundation for ML (Churn/Propensity) and GenAI (Messaging) models.• Eliminated ROAS impacting incidents, which previously occurred 2-3 times per month incurring costs up to 6 figures per incident. Accomplished this by refocusing engineering teams on improving the resiliency and monitoring of critical data pipelines essential for marketing optimization.• Pioneered the establishment of an in-house SEO team, doubling growth in organic search-attributed revenue in 3 months. Orchestrated a comprehensive three-pronged strategy encompassing on-page SEO, off-page SEO, and technical SEO.• Spearheaded a company-wide initiative to enhance data literacy by onboarding Amplitude analytics, optimized event tracking, and established robust data governance processes and education. Within the first six months of enabling Amplitude, over 50% of employees used Amplitude at least once a month.• Hired and led the Lifecycle team through an email platform migration from Customer.io to Iterable.

• Partnered with Global Paid team to launch app install campaigns (Facebook Mobile App Installs and Automated App Ads) for the first time. Implemented the SKAdNetwork attribution framework for iOS 14.5 app install campaigns and seamlessly integrated it with Branch MMP for accurate and reliable attribution.• Owned the data activation and orchestration pipelines used for optimizing 9 figures in annual marketing and co-marketing partner ad spend. • Owned the KPI for new user activation from acquisition to first purchase. Effectively increased activations by 15%. Achieved this by revamping the onboarding flow and reducing the number of screens from 15 to 7 and tailoring messaging to new user activation.• Built the technical foundation for launching Afterpay Ads product, an innovative affiliate and first-party ad platform within the company. • Championed data privacy initiatives for GDPR and CCPA compliance, demonstrating leadership in overseeing the setup and global deployment of the OneTrust privacy preference manager.

• Principal Product Manager responsible for the entire Marketing Technology platform used to support $300+ million in annual spend. Owned the data pipelines and systems used for marketing budgeting, reporting, attribution, audience segmentation, customer communications, customer touchpoint tracking, underwriting pricing, machine learning offer engine and product analytics. Also, managed the Growth Web team with ownership of SoFi CMS. • Scaled Marketing Platform to account for increase in monthly data point volume from 1 million monthly events to 300 million monthly events. Retired legacy systems that were failing.• Modernized Marketing Technology platform built around mParticle Customer Data Platform (CDP) for identity resolution and orchestration to 3rd party platforms, built in house 1st party Data Management Platform for audience segmentation and machine learning, integrated Liveramp/Merkle M1 for audience onboarding and activation.

• Product Lead responsible for leading a Product Growth team of 4 Product Managers with ownership of 5 tracks: Growth Web, Growth App, CRO/Personalization, VoC, and the MarTech Stack.• Created framework and roadmap for prioritizing CRO & A/B Testing for all digital teams globally. Tripled # of A/B tests run globally from 20 a year to over 60 in a quarter by training and enabling regional teams to run their own A/B Tests with Core Digital oversight. Q2 & Q3 2019 estimated annualized revenue impact of CRO tests committed to core product of $2 million.• Built framework for new MarTech stack built on mParticle CDP to enable marketing teams to identify key customers segments, stitch together data from various sources and create holistic marketing campaigns. Reduced CAC for Display and Search channels by 5%. • Product owner for a strategic SEO recovery project after the company suffered a 30% drop in natural Search traffic. Decreased page load times by 55%+ from ~12-20s to 5-8s globally through front end optimizations and tag cleanup.

Product lead responsible for launching and growing Nurse.org 0-1 to 1M, a career site for nurses. Led a team of dev, design and marketing focused on product development, user acquisition, user engagement, digital marketing, and monetization.

Product lead for iOS mobile app. Organic listing growth, partner listing growth.

Qwilo is an Officially Licensed Craigslist App for iOS devices. The app was selected by the Apple editorial team and featured as a "Best New App." Qwilo was built in just 3 months and continues to experience double digit growth in monthly active users despite no money spent on marketing or press. I recruited a dedicated group of 200 beta testers on Reddit who became our evangelists and helped us successfully launch the app.

Responsible for product roadmap, front end development, design, marketing, SEO, HR and engaging with investors. Drove customer acquisition and activation through creative, budget conscious digital marketing campaigns. Launched national rental listing website that pivoted to focus on tenant reviews.

Participated in the TechStars startup incubator program and launched a Groupon for apartment rentals. Responsible for product roadmap, front end development, design, marketing, HR and engaging with investors.

Launched a rental search engine targeting the college markets in Washington, Oregon and Idaho. Spottago was the first map based real estate listing site to utilize the Google Maps API to plot listings on a map.