Fashivly is a fashion startup that exists to help you feel more like yourself in your clothes. Our core product is a personal style guide -- tell us about you, your lifestyle, your budget, and your vibe and our team of stylists will put together a totally-bespoke set of looks that are 100% you.I'm building out the operations arm of the company to help us reach (and fulfill!) $1M ARR.

Product-led growth strategy 🤝 customer-centric design systems.In our project work with clients, I mixed iterative growth practices with design thinking methodologies to define, prototype, and test product concepts before taking them to market. I helped teams think in bets, validating risk and reward for multiple experiments before investing in a direction.In our training programs, I developed curricula with cutting edge methodologies that equips product teams to operate more effectively, solve the right customer problems, and ship products that win in the market. Our tools systematize discovery processes to keep you out of the build trap.Clients included Amazon Web Services, Oracle, VNS Health, Imagine Learning, and OnX.

Data-informed growth marketing for purpose-driven businesses.Support SaaS, ecommerce, and EdTech startups with demand generation, CRO, go-to-market strategy, messaging, and customer acquisition. Experiment, extend, and systematize content marketing, product marketing, email marketing, and PPC initiatives. Build and train internal teams to continue experimentation, build on momentum, and learn as as intitution.

Built, experimented, and iterated on the services Animalz leverages to help tech companies win with content. Iterated on our reporting systems to become more data-informed as an organization. Built, tested, and developed a customer hub to improve the customer experience and increase LTV.

- Led a team of 20 Content Marketing Managers to build and execute world-class marketing strategy for some of the most exciting companies in tech- Incepted and launched a project to product-ize our strategy offering, including facilitating Animalz's first-ever design sprint. Lead the initiative from conception to research to go-to-market.

Led a team of marketing managers, defining strategy / OKRs (objectives / key results) and executing marketing experiments to support growth goals. Worked closely with the product design and web design teams to align design direction and marketing strategy. - Managed and executed all marketing initiatives with a focus on owned channels: content, community, SEO, CRO, affiliates, and email; led team of marketing managers- Built systems for smooth, calm product launches, project managed every launch in collaboration with the web, marketing, operations, and CX teams- Created data-driven feedback loops to leverage the voice of the customer across the business: ran customer research, analyzed findings, and integrated insights into product, web, CX, and marketing roadmaps- Priced and positioned new products to consider the market, the product’s goal, our target margins, cost of goods sold, and existing SKU landscape- Collaborated in the product design process from ideation to production, led all go-to-market initiatives- Set vision, strategy, and OKRs for marketing and web to align with company goals, built systematic decision-making frameworks for team budgets and project priorities- Built systems for full-funnel marketing experimentation to improve clarity, document tests, tighten attribution, and train internal team- Developed ICPs and iterated on customer segments through in-depth market research, customer surveys, and 1:1 customer interviews; used insights to create brand voice standards and rewrite customer-facing copy on the website and elsewhere- Worked cross-functionally to create customer-centric web experiences via user research, design sprints, and A/B testing to continually improve UX and CRO- Collaborated on a 2017 brand redesign including a new product line, brand identity, website, and blog- Scaled PPC, maintaining positive ROI on first purchase while optimizing for the best LTV

Focus on product marketing, copywriting, acquisition, customer retention, inbound, brand building, marketing strategy, and analytics. De facto, but informal, marketing team lead.

I built, grew, and optimized performance marketing tools for independent authors. Written Word Media started as an internal project at Agile Marketing Group -- we built and grew it into a company of its own, eventually sunsetting our client projects to focus on Written Word Media full-time.My focus was customer acquisition, both on the B2B (publisher / author) side and B2C (readers / users) sides of the business. I joined as employee #1, helping to build and scale the business from the earliest stages.We mixed agile, iterative acquisition models with experimental growth tactics to optimize to the highest ROI and lowest CPAs. Built, launched, and scaled four book recommendation platforms: Freebooksy, BargainBooksy, Red Feather Romance, and New In Books.Owned B2B customer (authors / publishers) and B2C email subscriber acquisition (readers).Tested and built marketing strategy for all portfolio sites to optimize to the highest ROI and lowest CPAs. Achieved email list growth of 142% on NewInBooks.com in a single month (not an oulier, just an example) while maintaining open and click rates.Monitored key metrics (traffic, conversion rates, attrition rate by source, churn, repurchase, cost per new subscriber) and iterated on strategy to optimize and grow.Built and nurtured relationships with major publishers and authors to promote books and interview authors. Pitched publishers and publicists on promotional packages.Produced and promoted reader and author-facing editorial content, fine-tuning editorial approach based on what resonates with our audience, where there is SEO opportunity in content marketing, and what generates traffic and new email signups.Ran Instagram and Twitter accounts with a primary focus on community engagement. Grew followers with the constant goal of maintaining engagement rate.

Performance and growth marketing agency for ecommerce and saas companies. I focused on PPC campaign management, finding opportunities to balance CAC and CLV to facilitate healthy growth.- Determine cost per customer acquisition and customer lifetime value by acquisition source and recommend strategies to scale each channel.- Consult with clients on high-level strategy and granular tactics within specific channels and draft strategies based on data from channel tests.- Execute tactics to scale PPC channels and optimize campaigns based on top-of-funnel and end-of-funnel metrics like cost per qualified lead (B2B), cost per new transaction (B2C), ROI, or other KPIs.- Manage PPC (including search, display, and retargeting) campaigns for clients and determine CPA and ROI therein on Google Adwords, Bing, Twitter, LinkedIn, Perfect Audience, Adroll, Launchbit, Yahoo, and Facebook.- Build and A/B test landing pages via Optimizely, Unbounce, and similar conversion optimization tools.- Implement BI tools and UTM tracking conventions for clients when sophisticated analytics processes are not already in place.- Manage, post to, analyze and grow Facebook, Twitter, Google +, and Pinterest accounts for clients. (2011 - 2012)- Promoted products on relevant blogs and forums via engagement and blogger outreach. (2011)

-Identified the need for promotion and website redesign with the fraternity president; defined the PR Chair and Webmaster positions-Revamped the uncakpsi.com website to its current blog format with profiles for each brother-Researched keywords via Google Insights and wrote meta data for SEO purposes-Created and manage a Google Analytics account for tracking purposes-Operate the @uncakpsi Twitter feed, Facebook page, YouTube account and LinkedIn group-Collaborate with the executive board to promote and publicize all professional, social and service events the fraternity organizes

- Collaborated with a team to brainstorm, outline, and implement a concrete marketing strategy- Operated as part of the official social media press coverage for CEDIA 2010. Filmed videos including interviews with companies, product descriptions, and just-for-fun comedy bits. Contributed to over 600 videos shot, uploaded, and tweeted by rAVe at CEDIA. - Brainstorm potential tweets for the @ravepubs account and posts for the ravepubs Facebook page- Managed the ravepubs StumbleUpon account

- Developed relationships with bloggers to achieve publicity and backlinks- Generated upwards of 3 backlinks per site with a total of 25 unique sites (average page rank of 3)- Achieved a significant increase in Google rankings: brought Lulu from the third page up to the 8th position for keywords "photo book" and "photo books"- Operated the @Luludotcom Twitter page, scheduling posts, interacting with customers and forwarding customer service claims to the applicable department.- Conducted research and wrote copy (on-page text and meta data) for search engine optimization purposes- Contributed to bi-weekly posts on the Lulu blog pertaining to photo books, blog marketing, and office atmosphere- Collaborated with the Business Intelligence department to identify social media sites driving traffic to the Lulu home page- Brainstormed and implemented effective Twitter practices, specifically in engagement and targeting

Admissions Department · Called prospective students to schedule interviews and introduce the Aveda curriculum · Mentored accepted students in the transition from the workforce to attending school · Coordinated with a team to achieve a daily sales goal · Completed a two-day sales training program