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Career


 

Career Experience

Where I've worked & what I've accomplished

 

Read my resume

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Career


 

Career Experience

Where I've worked & what I've accomplished

 

Read my resume

Looking for someone who understands Marketing strategy & Execution?

I am an intuitive & ambitious marketer with +13 Years of experience in consumer internet, e-Commerce, edtech, musictech, and on-demand services.

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Rinse


Rinse

Dry Cleaning & Laundry Delivery Service

Clothing care for your entire closet

Rinse


Rinse

Dry Cleaning & Laundry Delivery Service

Clothing care for your entire closet

Vice President of Marketing

As Rinse's first marketing hire, I led the marketing department for 17 months as the company grew from a fledgling startup to a VC-backed and A-round funded company.

June 2014 - Nov 2015

Responsibilities

Branding

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CUSTOMER RESEARCH | Identified 30 year old females as most profitable target customer


IDENTITY | Leveraged fashion-forward life-style imagery to highlight the benefit of Rinse's service offering


STORYTELLING | Positioned the service to solve for all clothing care needs vs a commodity laundry product

USER ACQUISITION

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ADVERTISING | Implemented SEM, social & out-of-home ad strategy to increase reach in small service area.


VIRAL CONTENT |  Created garment care content for distribution amongst fashion brands and influencers


BUSINESS DEVELOPMENT | Negotiated partnerships with fashion brands & likeminded  on-demand services
 

RETENTION

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EMAIL MARKETING | Segmented list to provide appropriate outreach for prospects, customers and lapsed users 


FUNNEL OPTIMIZATION | Identified opportunity to engage prospects with incentives to increased conversions


REMARKETING  | Used social media, email, direct mail & SMS to re-engage non-converting customers


Achievements

 

-40% COST PER ACQUISITION

+15 INCREASE IN ORDER VALUE

+5X ACTIVE CUSTOMER BASE

Double digit M/M REVENUE GROWTH

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Handle


Handle

Workflow mangement productivity system

Think outside the inbox

Handle


Handle

Workflow mangement productivity system

Think outside the inbox

Head of Marketing (Consultant)

As a consultant, I led Handle's marketing efforts and pushed the company towards a rebranding project in line with a product pivot that focused on addressing the challenges facing the modern knowledge worker.

September 2013 - September 2014

Responsibilities

Branding

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RE-POSITIONING | Worked with product teams to conduct customer research that led to the company  refocusing towards the modern knowledge worker.

USER ACQUISITION

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MOBILE APP INSTALLS | Acquired first +1K app installs at <$2/install using automated bidding & like-audience targeting strategies.

RETENTION

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ONBOARDING FUNNEL  | Collaborated with engineering team to integrate custom onboarding funnel tracking to evaluate product/market fit. 


ACHIEVEMENTS

 

Defined Knowledge worker as target customer

ISOLATED EMAIL OVERLOAD AS MOST CRITICAL PAIN POINTS

ACQUIRED COMPANY'S FIRST 1K APP INSTALLS

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StrumSchool


StrumSchool

Beginner Guitar Lesson Service

Go from Zero to Guitar Hero!

StrumSchool


StrumSchool

Beginner Guitar Lesson Service

Go from Zero to Guitar Hero!

Founder & CEO

I founded an on-demand marketplace to connect beginner guitar students and professional teacher through pre-recorded and live video lessons. To date the site has been visited by +400K teachers and aspiring guitarists. 

December 2010 - Current

 

Responsibilities

PRODUCT DEVELOPMENT

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PRODUCT STRATEGY: Conducted industry and competition analysis to determine risk & opportunity size


WEBSITE DESIGN | Created spec and led contract agency to design intuitive mobile-responsive web product


WEB DEVELOPMENT | Recruited and managed freelance developers to produce fully functional MVP using Wordpress

CONTENT CREATION

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TALENT MANAGEMENT | Recruited teachers & negotiated rights to film video lessons for commercial use


VIDEO PRODUCTION | Designed cirriculum, directed, filmed and edited series of instructional videos


BLOG CONTENT | Hired a team of freelance writers to produce high-quality viral content for ~$15/article

USER ACQUSITION

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SEO OPTIMIZATION  | Created site structure and linking strategies to maximize organic value of content


VIRAL SYNDICATION: Reached subject matter enthusiast groups on Facebook & blogs to syndicate content


SOCIAL NETWORK ARBITRAGE: Used freelancers to reach potential customers expressing interest in guitar on Twitter. 


ACHIEVEMENTS

 

REACHED +400K USERS ON <$10K MARKETING BUDGET

PRODUCED WORLD-CLASS GUITAR VIDEO AND BLOG INSTRUCTION CONTENT

RECRUITED, HIRED AND TRAINED STAFF OF 25 PROFESSIONAL GUITAR TEACHERS

BOOTSTRAPPED DESIGN AND PRODUCT DEVELOPMENT FOR <$25K

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eBay


ebay

eCommerce Platform

The world's largest online marketplace

eBay


ebay

eCommerce Platform

The world's largest online marketplace


Manager of Business development & SEO

I got my start in the tech industry as a member of the Internet Marketing team at eBay. I was promoted twice for managing relationships that generated $90M in yearly revenue. I later transitioned onto the SEO team, where I led the company's effort to outsource its content creation efforts. 

June 2005 - June 2013

Responsibilities

Business Development

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PARTNER PROSPECTING | Sourced and evaluated potential partnerships with software and hardware manufactures


NEGOTIATIONS: Worked with legal team and partners to agree to terms for software distribution agreements  


ACCOUNT MANAGEMENT | Managed ongoing relationships of fixed placements including toolbars & browser extensions

Product development

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PRODUCT STRATEGY |  Developed a browser extension that injected contextual-product content


PRODUCT DISTRIBUTION| Leveraged Skype client as a distribution tool to distribute browser extension to 20M users


RELATIONSHIP MANAGEMENT | Facilitated agreement between Skype & eBay senior leadership teams.

Content & SEO

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SEO STRATEGY  | Created product content creation strategy focused on using freelancer community. 


CONTENT PRODUCTION: Managed process to produce 250K pieces of product description copy. 


PRODUCT PAGE OPTIMIZATION: Drove +$25M incremental revenue by prioritizing product pages over search results pages


RESULTS

NEGOTIATED SOFTWARE DISTRIBUTION AGREEMENTS THAT GENERATED $90M REVenue  per YeaR.

Managed development & distribution for a browser extension that was downloaded by 20M users

 

Created strategy That garnered approval to spend $2M to produce 250K pieces product description content.

Managed relationship between EBAY & SKYPE to get parties to agree to use skype client as a software distribution channel

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Let's chat


Let's chat

Looking for Marketing Support? i'M HERE to help!

Let's chat


Let's chat

Looking for Marketing Support? i'M HERE to help!

 

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