Apr 2022 – Mar 2024 · 1 yr 11 mos · New York, New York, United States

• Led growth for Spotify For Artists' ad products - establishing new marketing attribution models, improved communication workflows & built campaign-level reporting. 500-1000 person org.
• 📈 Grew revenue & adoption by 3x MOM, for Spotify For Artists' new ad products by improving lifecycle campaigns using in-app & email channels. Focused on increasing adoption of Self Serve ad platform.
• 🖥️ Learnt & wrote SQL data queries for email targeting/segmentation, marketing attribution analysis, revenue pacing & reporting, collaborating across 3 cross-functional teams of PMMs, PMs & salespeople
• ⭐️ Developed a data strategy to implement a multi-product attribution model leveraging first-party cookies/data that accelerated paid, email, push, and in-app teams, increasing overall CVR

Jul 2020 – Jan 2021 · 6 mos

• Grew the Prodigy Education business during Q4 of 2020, where we raised one of the largest Series B EdTech funding rounds in history ($125M USD). ~300 person org.
• Led our 8-person agile growth team focused on reducing student & parent churn.
• Reduced subscription churn by leveraging targeted paid ads & dunning emails
• Establish a revenue attribution model & new data processes for our 30+ product & marketing team, reporting directly to the CMO.
• Quit to pursue promising entrepreneurial projects (Noa Growth).

May 2020 – Jun 2022 · 2 yrs 1 mo

• I founded a growth agency with 2 employees, acted as fractional Head of Growth that built and ran growth engines (paid + email) for seed to Series A tech startups.
• 🌱 Founded a growth agency during COVID; employed 2 growth marketers staffed across 8 clients from health tech startups to consumer e-comm startups.
• 👏 Built & managed six-figure marketing budgets; hired growth marketers as fractional Director of Growth
• ✨ Built data foundations (pixel installation, tracking and reporting), improved operational systems by conducting audits, and trained & coached teams on full-funnel growth across CRO, paid and email

Mar 2019 – Jul 2020 · 1 yr 4 mos

• Grew Opencare's email, SMS, referrals, and CRO channels when I drove 4x growth for our Series A startup. ~50-100 person org.
• 4X Revenue: Grew email, referrals, and SMS revenue by 380% ($11M annualized) over 7 months, contributing 78% of total growth during this time
• First Principles Experimentation Framework: Grew experiment velocity from 2 to 6 per month
• SMS & Email Deliverability Expertise: Increased email & SMS deliverability from 85% to 95% using domain splitting & randomized copy
• Merging Product/Data/Marketing: Implemented 2 Email Service Providers (ESP/CRM) migrations, moving Opencare to an Enterprise CRM platform with SMS, Email, and automated trigger campaigns
• Quit to accept an offer at Prodigy Education.

Nov 2018 – Mar 2019 · 4 mos

• I managed Opencare's Paid Search Account of a $2.3M annual spend across North America.
• Performance First: Grew conversions by ~64% ($264K annual impact) over 4 months
• Cross-Functional Growth: Developed dynamic LPs with product that increased CVR by ~61%
• Most Impactful Win: Experimented with a hybrid "algorithm-toggle" strategy with tCPA & tIS which resulted in increased reach @ reduced CPAs
• Conquesting Campaign: Created a highly successful conquesting campaign that represented 50% of our conversions with a 22% lower CPA
• Restructure Experience: Led 3 account restructure experiments using multiple methodologies (SKAGs, geo-centric, algorithm-centric, BMM)
• Automate & Optimize: Learnt VBA to develop internal tools to mass operationalize ad & campaign creation (-40% time spent on execution)
• Google Partnership: Was invited and completed Google's Accelerated Growth program, leverage beta test products with a dedicated Google account manager
• At Opencare, we're untangling healthcare by making the practice & patient experience accessible & frictionless. We're a marketplace platform that is changing the way practices and patients interact across Canada & the US.

Aug 2017 – Jul 2018 · 11 mos · Montreal, Canada Area

• As a product manager, I was responsible for managing 4 product lines with annual sales of $42M, launching 9 new products and 3 national campaigns. Working across cross-functional teams from IT to legal, we identified and improved on key customer experience gaps from an omnichannel perspective resulting in strong YOY growth from our skincare portfolio in 2018.
• I led a cost-efficiency project with our external sourcing team on marketing materials. We utilized those savings to develop better customer education and experiential initiatives that led to recruitment of new clients with a 10x ROI.

Mar 2017 – Jul 2017 · 4 mos · Montreal, Canada Area

• As a Product Owner, I was responsible for the implementation of 2 e-commerce websites for Lancôme and IT Cosmetics and our new Personalized Engraving Service - focus on optimizing SEO, tagging, page load speed, content database, and ultimately, conversion rates.
• I was responsible for:
• Designing the end-to-end customer experience and long-term strategy for the Engraving Service
• Implementing the critical features to ship within the 2-month timelines and budget
• Coordinating international development teams, UX designers, data science, and supply chain teams to ensure the best customer experience for all 3 products
• Post-launch optimizations leading to an increase in mobile conversion rates

Aug 2016 – Feb 2017 · 6 mos · Montreal, Canada Area

• As part of the L'Oreal Rotational program, I managed a region of 46 Shoppers Drug Marts as Commercial Trainee - consulting and advising stores on their business strategy using analytics. Developed an automated dashboard tool to flag patterns and trends in the daily business reports.
• I also managed a Kiehl's store as an Assistant Store Manager, working with the team to plan local store activations and servicing clients face-to-face to identify critical customer journey gaps.

May 2015 – Aug 2015 · 3 mos

• As a Brand Marketing Intern, I implemented Lancôme Canada's first digital Asian strategy growing same-store sales by 14%. I was also responsible for reimagining our largest national activation, Crème de la Crème, resulting in a +11% sales growth vs last year with 2/3 of last year's budget.

Sep 2013 – Jan 2014 · 4 mos

• As a digital marketer, I A/B tested emails, content, webinars, and social posts offering white-label digital/marketing solutions for Fortune 500 CPG brands like P&G, RB, McCains, Pringles, and many more.
• Conducted market & user research to create new B2B sale talk tracks.
• Grew a list of leads to build a sales pipeline.
• Built new sales persona profiles that enabled sales team to re-target older companies.