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Cushion, San Francisco

Lead growth marketer

Nov 2017 – SEPT 2019

Cushion is a personal finance manager for the everyday consumer. It uses AI to analyze banking history and account usage, and not only offers suggestions for improvement going forward... but also fixes the mistakes people have already made. The first product is an automated bank fee negotiator that gets bank and credit card fees refunded using smart technology.

As the only in-house growth marketer, I managed 4 contractors and was responsible for meeting aggressive month-over-month acquisition goals as well as improving upon activation, retention, and referral.
In my time there we raised a seed round of $2.8M, went from zero to over 50k new users, grew the waitlist from 200 to over 100k, and were featured in American Banker, Bloomberg, and Techcrunch.

Check out Cushion

KEY RESPONSIBILITIES:

Lifecycle Communications – Mapped out the lifecycle experience for new and active users to gauge funnel dropoff. Responsible for all email marketing from HTML/CSS template building, to journey development, deep segmentation, messaging, metrics and reporting.  Created email and Facebook Messenger marketing campaigns to encourage activation, improve retention, and increase referrals.

New User growth – Responsible for all user acquisition via paid acq and partnerships where I managed a budget up to $30k/month. Maintained a CPA well below that of our LTV. Track and report on campaign results, perform thorough data analysis, ensure accurate tracking and performance attribution is in place.

Metrics and Reporting - Accountable for all growth marketing metrics, reporting and dashboards. Conducted weekly updates with the team as well as provided a monthly overview of growth.

User Research – Conducted rigorous persona building exercise and reported results back to the team that helped shape our messaging and understanding of what fundamentally differentiated our users. Continued to conduct monthly user research outreach to understand how we could better support our users and build an experience that would be truly valuable.

Social Media – Built out our social media presence on Facebook and Instagram. Responsible for content creation, post scheduling, messaging and building out our social media playbook.

Tools:

SQL, Excel, Google Analytics, Google Webmaster Tools, Facebook Messenger, Facebook Ads Manager, Adwords Ads, Snapchat Ads, Autopilot, Kickoff Labs, Excel, Zapier, Typeform, Unbounce

Scoop, San Francisco

Lifecycle Marketer

Sept 2016 – March 2017

Scoop is a carpooling app that pairs co-workers and neighbors so they can share their commute. I worked closely with Product, Data, Eng, and Customer Care to create a seamless user experience, nurture an inspired community, and support a sticky product.

Check out Scoop

KEY RESPONSIBILITIES:

Lifecycle Communications – Develop lifecycle flow charts and implement activation, retention, and churn campaigns. This could be as straight forward as prompting someone to add a photo to their profile when they favorite a route or as robust as building out a 28-touch (via in-app, email, push/SMS) drip campaign designed to encourage users to get from 1 to 5 trips.

Email Marketing – Responsible for all email marketing from HTML/CSS template building, to journey development, deep segmentation, messaging, metrics and reporting. Also worked closely with the B2B team to craft the Scoop message for employers to share Scoop within their employee network.

New Market Launch – Built and executed on a multi-channel go-to-market comms strategy for when we opened new markets/routes.

C2C Referral Campaigns – Ran experiments in-app and via email and SMS to increase the number of times a referrer added more users to the platform, to get new users to refer their first time, and to get retained users to refer their first time.

Quantified Path, San Francisco

Sr. growth marketing Specialist

Sept 2015 – Ongoing

Quantified Path is a group of growth geeks that have pooled their collective experiences to offer customized growth marketing solutions for founders. I work with startups to identify and solve their growth challenges by measuring and experimenting at all parts of the funnel from user acquisition through retention and reactivation.

Check out Quantified Path

Some Clients:

500 Startups, Marketing Hell WeekI managed engagement, content and analytics during the 500 Startups Batch week that founders are building their marketing toolkit. 500 Startups is an early-stage venture fund and seed accelerator.

* blogging
* social media management
* email marketing
* strategizing
* livestream moderator
* online content distribution
* analytics and reporting

ReforgeWorked on a team of content writers to turn videos conducted by Brian Balfour, Co-Founder of Reforge, into digestible material for their growth marketing curriculum. Reforge is a career accelerator for working professionals in marketing, data, product, and engineering.

NebiaWorked closely with the Co-Founder and Marketing Director to manage and report on Facebook Ads. I was responsible for finding new audiences, launching new campaigns, and adjusting bidding - just generally reducing the CPL and CPA. Nebia is a luxury spa shower featured in the New York Times and Wired Magazine.

PryntWorked closely with the Co-Founder and Marketing Director to manage and report on Facebook Ads, create emails, and run seasonal marketing campaigns. Prynt is technology that turns your smartphone into a printable camera.

Noble Brewer Beer, San Francisco

Head of Growth

Jan 2015 – NOV 2015

Noble Brewer Beer was a monthly beer subscription service that shipped one-of-a-kind award-winning homebrews to beer aficionados across the US.

KEY RESPONSIBILITIES:

Oversee all aspects of growth across all departments.

First hire at Noble Brewer, responsible for launch, automation and maintaining a strategic roadmap for growing subscribers and customers. Worked directly with the CEO to develop culture and process for the Marketing team.

* Led teams for growth, product, and user research
* Increased organic traffic by 70% through blog optimization
* Increased memberships by 20% month over month
* Maintained less than a 1% membership churn through customer nurturing
* Owned email marketing end to end from segmentation to content and strategy
* Built email list from 200 to 20,000 in less than 6 months
* Road-mapped and executed company launch strategy
* Managed marketing spend, uncovered a consistently performing unique paid acquisition channel
* Increased organic traffic by 70% through blog optimization
* Increased memberships by 20% month over month
* Maintained less than a 1% membership churn through customer nurturing
* Owned email marketing end to end from segmentation to content and strategy