Sharp and focused marketing professional with 15+ years-experience managing associates, scaling teams, and developing businesses. Expert creative and critical thinker with analytical instincts and expertise in team collaboration, process improvements, go-to-market plans connecting consumers to products, identifying growth strategies, building relationships, and strategic planning.
professional experience
Sr. Product Marketing Manager | Strava | San Francisco, CA | Present
Shape the GTM strategy for one of the core product areas, Maps and Routes.
Partner with Product Management, Product Design, Engineering, UXR, Market Research and other cross functional teams to understand the needs of athletes and uncover latent demand.
Craft product narrative and develop and execute breakthrough go-to-market strategies around trail features.
Drive and scale adoption of Strava features for new and existing athletes with go-to-market strategy, which led to a 25% product adoption of new trail features.
Develop a deep understanding of athletes in collaboration with the UX research and customers insights teams to understand their hierarchy of needs, alternatives in the market, and how we can better serve and message them.
Work with the Creative, MarTech, Web, and Brand teams to launch customized campaigns and creative assets for core Maps and Routes features.
Develop a marketing strategy to drive engagement and retention with existing athletes.
Sr. Product Marketing Manager | UBER | San Francisco, CA | 2020 - 2021
Focused on creating marketing strategies and go-to-market plans to help deliver on the key value proposition for Uber Transit. Drive top of funnel awareness and rider product adoption to reach revenue goals for key clients. Elevated the brand with public transit agencies and industry stakeholders across the globe by highlighting how the Uber Transit mission empowers transit agency goals for efficient operations, better rider experience, and a more connected mobility network.
Identify value propositions and develop a marketing strategy for Transit products in conjunction with the Product and Engineering teams
Bring go-to-market plans to life to support growth and rider adoption of Transit products including transit ticketing, journey planning, microtransit, and on-demand paratransit programs.
Engage cross-functionally with Product, Design, Legal, Data Science, Brand, Support, etc. to fuel ongoing product adoption and go-to-market launches.
Write creative briefs and partner with creative teams to design campaign assets that drive engagement and align with Uber brand guidelines.
Operationalize the DEI Marketing strategy and initiatives including leading marketing content audit, reviewing vendor diversity guidelines, and supporting marketing team support of ERG calendars, and making sure DEI themes are woven in the brand North Star.
Product Marketing Director | A3Ventures | Berkeley, CA | 2018-2020
Apply innovative approaches to increase brand awareness, lifecycle marketing, content marketing, and communications. Establish and evolve key objectives, strategies, and a product marketing execution framework that is consistent, repeatable and well understood across products, aligning with product and business objectives. Recruit, hire, coach, mentor, train, evaluate, and supervise marketing professionals. Partner across the organization to impact product design and influence product roadmap. Present findings, successes and challenges to executive team.
Boosted AAA House Manager membership 380%
Raised organic brand awareness by 80% according to traffic analytics measuring origins of site traffic entering the sales funnel.
Lowered CAC by 65% by establishing targeted content marketing strategy, enhancing SEO strategy for the website, and optimizing growth marketing strategy on a budget of $1.3MM.
Scaled marketing stack resulting in an aggregate growth of 40% over goal.
Marketing & Outreach Manager | TriMet | Portland, OR | 2015 - 2018
Directed customer engagement through earned media, campaigns, education, and outreach. Developed and implemented marketing strategies to respond to current and changing markets while managing costs. Oversaw deadlines and timelines for marketing campaigns and outreach initiatives. Guided key partnership deliverables and assisted with daily marketing operations.
Promoted and launched the transit Smart Card (Hop Fastpass) in the Portland Metro area. Effectuated buy-in for go-to-market plan with key stakeholders for three diverse agencies.
Controlled $30M commuter benefits program team that bolstered programs for 150+ employers in the Portland Metro area.
Fusion Program Director | Fulcrum Fitness | Portland, OR | 2017 - 2018
Pioneered the Fulcrum Fusion brand by forging a robust social media presence, creating newsletters, and implementing an email marketing program. Ignited sales by developing attractive membership packages, optimizing the number of member touch points, and instituting a follow-up program with instructors.
Spearheaded a social media strategy that gave rise to a 20% engagement increase on Instagram.
Built the studio-in-a-studio fitness boutique model.
Earned “Top Studio in Portland” award with a 4.9/5 rating in ClassPass reviews.
Marketing Manager | GoTriangle | Durham, NC | 2009 - 2015
Originated an annual digital marketing plan inclusive of website, social media, and email platforms. Set annual and monthly KPI targets and managed performance accordingly. Expressed brand positioning and key programs through multiple platforms.
Directed marketing, rebranding, and relaunch of a refreshing and original brand across five transit agencies in the Raleigh – Durham – Chapel Hill metro area.
Grew social media presence by 30% across regional transit and commuter program brands.
Increased ridership 18% in 2012 – 2014 by attracting employers to participate in a commuter rider challenge, commuter benefits programs, and executing an accompanying advertising strategy.
Recognition + Awards
40 Under 40, Mass Transit, 2018
APTA AdWheels (for TriMet), 2017, 2018
40 Under 40, Association for Commuter Transportation, 2016
Association for Commuter Transportation (for GoTriangle), 2015
PRSA Leadership Rally, NCPRSA delegate, 2014
AVA Digital Awards (for Triangle Transit), 2013-2014
Hermes Creative Award (for Triangle Transit), 2013-2014
Telly Awards (for Triangle Transit), 2013
Communicator Awards (for Triangle Transit), 2013
APTA AdWheels (for Triangle Transit/GoTriangle), 2012, 2013, 2014, 2015
Areas of Expertise
Marketing + Branding
Strategic Planning
Go-to-Market Strategy
Marketing Strategy
Campaign Implementation
Brand Management
Media Relations
Budget Management
Sponsorships + Partnerships
Event Planning
fitness + wellness
Barre Above Certified | TRX RIP Trainer | Schwinn WATTS Certified | Personal Training | Group Fitness
The Dailey Method Barre Certified | BodyRok Pilates Certified