Sixth largest nonprofit senior living provider operating in 7 states and serving over 10,000 residents.• Hired to create an in-house marketing function from the ground up and improve lead generation and conversion results.• Overhauled and expanded digital marketing. Digital channels now account for 50% of leads.• Cut expenses by 20% in year one while generating 20% more leads.• Have guided the development of the HumanGood brand since its inception in 2017.• Introduced new storytelling efforts to better convey the benefits of communal living and improve the emotional appeal of Life Plan Communities. PVfilmfest.com HGstories.com• Built a team of six and hired key agency partners.• Forged an excellent working partnership with sales team and together have created a high-performing culture.About HumanGood:At HumanGood, our goal is to support older adults in their aspiration to live useful, engaged and purposeful lives and to redefine the meaning of aging well. As one of the nation’s largest nonprofit providers of senior housing (continuing care retirement communities as well as affordable senior housing), we’re at the forefront of developing new senior living products and services that align with the desires and expectations of a new generation of older adults. We currently serve over 10,000 residents in 80+ communities.

Helped companies find ways to grow. Projects included:• Brand strategy – For ZipRecruiter.com, advised on consumer-facing brand strategy following consumer segmentation research and in-depth qualitative.• Consumer Insights – MGA Entertainment (Little Tikes, LOL Surprise and other toy brands). Ran numerous market research projects.• Testing and scaling advertising – advised Nerdwallet.com on expanding their advertising.

#1 car research and shopping website with 18MM+ unique visitors per month.• Hired to expand the marketing function in a company relying solely on search marketing. • Set the brand positioning and strategic messaging platform based on insights and charted the course for finding an efficient advertising strategy for Edmunds. • Systematically tested TV, radio, digital video and paid social in several media mix combinations and then scaled Edmunds first-ever advertising campaign. • Testing generated a +20% increase in inbound lead volumes for car dealers and improved brand awareness by 50%.• Improved the website. Established a product marketing function to better reflect the brand online as well as to improve conversion rates through more compelling value-propositions.• Built and led a team of 4 direct reports. Hired key media and creative agency partners.

Pioneering company in establishing the online dating category.Joined eHarmony in its early stage and played a key marketing leadership role in growing the company from $15MM to over $250MM in revenue. • Responsible for brand strategy, meeting customer acquisition and revenue goals, media planning, developing advertising and all other communications, and leading the Consumer Insights function. • Developed deep expertise in creating compelling advertising that both built a warm, trusted brand and performed based on key direct response metrics.• Brand achieved 95% awareness among singles and the highest levels of trust and consideration for any brand in the category within 2 years.• eHarmony’s advertising investment was consistently ROI positive for nine years on $70MM spend per year.• Used an increasingly sophisticated set of attribution tools and e-commerce funnel analytics to continually optimize the media buy across channels.• Established and grew eHarmony’s Consumer Insights function.• Led a wide variety of research initiatives for 5 countries, brand health/A&U tracking, ad copy testing, satisfaction measurement, new product concept research, etc.

Responsible for $30MM TV advertising campaign plus all creative development for $40MM direct mail program. Two million customers acquired at target cost.

Joined eToys.com in its infancy and rapidly established it as a prominent online retailer, second only to Amazon.com in size of customer base and revenue during this time period. Responsibilities included running acquisition marketing, brand strategy, retention marketing, and consumer research. Created the acquisition programs that drove sales from $0.5MM to $200MM annually and the customer base to over 3,000,000.

In over 7 years with Avery, I rose through the marketing ranks from Associate to Group Product Manager. I gained a classic CPG marketing foundation coupled with entrepreneurial skills from being in a high-growth, innovative company that was taking advantage of the new laser and ink jet printing market throughout the 90s.