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
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
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
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