➜ Creative Cloud. Initiated and executed one of the most highly regarded business model transformations in recent history, which led to the stock price more than tripling in 4 years. This was a ‘bet-the-company’ move that required significant diligence and board approval. Once announced, it was essential that Adobe migrate customers quickly in order to minimize the revenue dip and meet Wall Street’s expectations.① Made the pitch to take Creative Suite from perpetual to subscription, demonstrating that lowering the entry price could increase the market size while simultaneously increasing customer Lifetime Value (LTV).② Conducted quantitative research to validate the hypothesis and gained approval to run a pilot. Identified a third-party company to ‘wrap’ Adobe’s existing perpetual software in order to sell it on a subscription basis, and ran a pilot in Australia, which further validated the concept. Led the analysis used to obtain Board approval.③ Developed and executed a migration strategy to move 12M+ customers from perpetual to subscription. Designed incentive programs for distributors, resellers, and Adobe direct sales; created a scalable process to increase deal velocity; and completed A/B testing of online promotions.➜ Document Cloud. Reconfigured products to enable product-led growth (PLG), resulting in double-digit growth in customers. Utilized conjoint analysis to define customer clusters based on feature needs and willingness-to-pay. Worked across product teams to consolidate and simplify the offering and establish a single line that better met customer needs.➜ Experience Cloud. Developed a new credit-based licensing program that enabled mix-and-match usage of all apps with a single multi-year commitment. Launched a successful pilot which increased total customer value (TCV) by 30%. Led a cross-functional effort to develop infrastructure and processes to scale.

➜ Created a turn-around plan for Universal Studios Hollywood theme park, which tripled cashflow in 4 years. Reduced reliance on heavy capital expenditures to drive attendance, and instead drove top line growth via establishment of a pricing function and development of the company’s first data warehouse, which enabled optimization of revenues as well as surgical management of variable costs.➜ Key contributor to the expansion of Universal Studios Florida from a single theme park to a full resort with 3 theme parks, multiple hotels, and additional shopping and entertainment. Managed analysts responsible for financial modeling, board presentations and negotiation support for the first phase. ➜ Core member of the development team for Universal CityWalk, which led to role as Assistant General Manager on the startup team established to launch and manage the business.

Covered the technology industry for this top institutional investment firm ($200 billion in assets managed).