Jun 2021 – Dec 2023 · 2 yrs 6 mos · Boise, Idaho; Amsterdam, NL · Hybrid

• Drove global and regional product messaging, content creation, and high-impact campaigns to boost brand awareness and accelerate net new logo sales for a banking software platform expanding its international footprint.
• Led the go-to-market strategy and execution for the mid-market USA focused solution.
• Wrote messaging and positioning for the mid-market US solution, as well as for additional partnerships and products, including our partnerships with Microsoft, Envestnet | Yodlee, Savvymoney and Atomic.
• Used messaging to create buyer collateral including website content, white papers, handouts, video, email copy, ads and more.
• Created sales enablement materials including sales decks and battle cards, and conducted sales trainings.
• Created speaker content for employees and customers our annual event, as well as the content for our Customer Advisory Board.
• Launched a win-loss initiative in the US that led to multiple positive changes.
• Conducted market and competitive research and shared out the insights.
• Backbase is the creator of the Engagement Banking Platform – a composable platform that empowers banks to accelerate their digital transformation through progressively modernizing their main customer journeys. From onboarding, to servicing, lending and investing, our platform streamlines every aspect of the customer and employee journey. Pre-integrated with leading core systems and cutting-edge fintechs, it enables institutions to unlock innovation at scale, driving instant value creation. Industry analysts Forrester, Gartner, Celent, Omdia and IDC continuously recognize Backbase’s category leadership. Over 150 financials around the world have embraced the Platform. Backbase is a private fintech company, founded in 2003 in Amsterdam (Global HQ), with regional offices in Atlanta (Americas HQ), Cardiff, Dubai, Hyderabad, Kraków, London, Mexico City, Singapore (Asia HQ), Sydney, and Toronto.

Jan 2021 – Present · 5 yrs 2 mos

Apr 2019 – May 2021 · 2 yrs 1 mo · Boise, Idaho · On-site

• Planned and executed go-to-market launches and partnerships for the eCommerce fraud prevention software platform to retain our leadership position and position the company for acquisition. Produced content and led frequent enablement and training sessions. Kount was purchased by Equifax in February 2021.
• Created product launch messaging and then worked with the growth marketing team to execute on the content creation including web pages, data sheets, sales deck updates, sales training, blogs, social content, white papers and more.
• Owned and drove external and internal launch strategy, management and execution for major external (PR) launch 2x/year, and smaller launches 4x/year. Worked with the cross-functional team on updates and launch planning logistics, product management to understand the product, PR on external messaging, then the sales training team and sales leadership on product training.
• Created specialized messaging for partner collateral and app store. Partners included Visa-Verifi, Monaris and more.
• Created sales support materials and trained the sales team on product and messaging for a new launch, research report or other major sales collateral.
• Work with industry analysts and partners including Aite, Javelin and Bluesnap, to create surveys, analyze responses, and uncover insights to create new reports. Created reports for branding, awareness, and demand generation.
• Kount is the leading digital fraud prevention solution used by 6,500 brands globally as well as by some of the world’s largest payment service providers, gateways, wallets, processors, and acquirers. Kount’s patented technology combines device fingerprinting, supervised and unsupervised machine learning, a robust policy and rules engine, business intelligence tools, and a web-based case-management and investigation system. Equifax is a global data, analytics, and technology company using differentiated data, analytics, and cloud technology to drive insights.

Feb 2018 – Apr 2019 · 1 yr 2 mos · Boise, Idaho Area · On-site

• Drove go-to-market strategy and product launch for TSheets in QuickBooks Online, achieving 350% YoY growth. TSheets was acquired by Intuit in Jan 2018.
• Drove go-to-market launch plans and led a cross functional team to execute on the tactics.
• Planned and executed marketing to drive TSheets attachment trials for current and new QuickBooks Online customers.
• Led marketing to drive partner awareness and signups, both with smaller partners as well as large partners including ADP.
• Messaging, web updates, email, analytics, research.
• TSheets by Quickbooks for small businesses is an online time tracking and scheduling platform that makes it easy to track time on any device to streamline payroll, send accurate invoices, and save thousands per year.

Jan 2016 – Jan 2018 · 2 yrs

• Built product marketing insights and collateral for the government cloud software platform, driving successful product launches.
• Go-to-market activities to launch products and apps to meet market need
• Market, competitive and buyer research to inform market opportunity. Used data for market opportunity algorithm.
• Messaging and positioning for products, acquisitions and apps
• Website content and launch
• Create sales support materials and train the sales team on messaging
• Create ongoing product content including blogs, video, web content, social content and email
• Work cross-functionally with the product and demand generation teams
• Accela provides cloud-based productivity and civic engagement solutions to more than 2,200 government agencies worldwide through The Civic Platform.
• http://www.accela.com/

Jan 2014 – Jan 2016 · 2 yrs

Jan 2013 – Jan 2014 · 1 yr · Dublin, CA · On-site

• Late-stage startup beauty electronics company sold online and in retail.
• Led cross-functional teams to develop and execute onsite campaigns, promotions and partnerships. Analyzed the effectiveness of on-site promotions, TV integrations, and social campaigns and content to inform strategy. Led social media expansion in current channels and growth into new channels. Responsible for channel budget. Additional experience in print, TV advertising, PR, talent, and online marketing, email marketing campaigns and best practices.
• Led social campaigns and content, including the largest product launch for the company's revolutionary Age-Defying Laser, that included a blogger program, partnerships with major magazines, and the creation of video testimonials and blogs. Planned and executed a successful multi-channel marketing partnership with Rent the Runway that utilized digital advertising, blogs, email, social, and web promotion tactics; created a social holiday campaign to leverage the partnership which led to record social engagement and growth. Led a new cross-channel campaign with our Blue Light product to test new promotional tactics and messaging, working closely with our digital, web and creative teams to execute, measure, and analyze results.
• Featured on the company's website, representing the Tria Blue Light product.
• Tria delivered top line sales growth of 28% CAGR that outpaced the industry, with 70% of sales generated from global eCommerce and 35% from mobile. Products were created, developed with help from IDEO, FDA cleared, and launched globally, gaining multiple awards in the skincare device category. We helped built broad department store and specialty retailer support for a new category of FDA-cleared skincare devices, becoming the #4 best selling skincare brand on Sephora.com in year 2.

Jun 2011 – Sep 2012 · 1 yr 3 mos · Carlsbad, CA · On-site

• Marketing Manager, Menu Strategy
• Fast casual restaurant chain in 5 states
• Strategies & Tactics | Led the short and long term menu strategies, tactics, testing and analysis to overhaul the brand from a Mexican fast food restaurant to a more upscale seafood-focused Mexican inspired fast casual restaurant.
• Product Testing, Analysis & Launch | Performed in-market product testing to prove future product success, and partnered with cross functional teams for new product development and launch. Implemented several successful food and beverage options including one of the most successful tacos: the Salsa Verde Shrimp Taco, as well as new iced tea, craft beer, and other limited-time food and beverage options. Led the marketing efforts for Rubio's Test Kitchen, a single restaurant location used to test food and beverages in an operational setting.
• Design, Pricing and Calorie Testing & Analysis | Created and tested menu design and layout options and their effect on product sales and brand image. Led pricing efforts and calorie compliance efforts, analyzing the effect of both aspects on product sales.
• Messaging & Branding | Re-hauled the website food messaging based on persona research, including product descriptions and all food and sustainability messaging. Led food photography efforts. Led packaging efforts, including sourcing, testing and implementing new washable dishes and utensils, from a branding and operational perspective. Overhauled the customer survey. Worked with a creative agency to design and produce creative.
• Competitive Analysis & Market Data | Analyzed marketing and branding data. Led competitive intel and analysis to inform strategies and pricing decisions. Additionally, analyzed industry and company analytics to inform strategic decisions.
• www.rubios.com

Jun 2010 – May 2011 · 11 mos · Greater San Diego Area · On-site

• Startup botanical skin care company in the spa and salon industry. Brands include Doctor D. Schwab, Ambrosia Aromatherapy and Sea Enzyme
• Brand and Market Analysis, Product Launch | Introduced the upscale Doctor D. Schwab brand to retail consumers after an analysis of the brand, market, and competitive landscape. Led the brand refresh to update the brand identity, including the redesign of the product packaging. Partnered with R&D for new product development. Spearheaded several major product launches.
• Messaging, Collateral & Promotion | Led the creation of all creative materials, including consumer testing of advertising materials. Wrote press releases. Promoted products through TV, magazines, blogs, email marketing campaigns, and social media. Defined and carried out the social media strategy. Worked with the lead product educator to create YouTube videos for the products. Utilized analytics tools to measure online success and provide recommendations for direction. Started a corporate blog and defined the strategy and tactics for the year.
• Sales Support | Liaison to the national sales team, providing product education; analyzed sales.
• Corporate Site | www.ca-botana.com
• Branded Sites | www.doctorschwabca.com | www.ambrosiaca.com | www.seaenzymeca.com

Jul 2009 – Jun 2010 · 11 mos · Greater San Diego Area · On-site

• Brand and Market Analysis | Conducted an analysis of the Doctor D. Schwab brand, consumer market, and competitive landscape, including consumer insights testing.
• Social Media | Launched and managed social media channels for all brands, including Facebook, Twitter, and YouTube.
• Advertising | Led consumer insights testing of advertising materials.

Jun 2009 – Dec 2009 · 6 mos · Los Angeles, CA; Torino, Italy

• Italian natural personal care products company
• Developed a US Market Entry Strategy and comprehensive business plan with short and long term strategies for a subset of Natura’s natural product line, for my thesis project at UCLA Anderson.
• Business strategy. Identified $5MM market opportunity and developed short term and long term business strategy and US entry strategy for 48% Internal Rate of Return over 5 years.
• Extensive market research, including market assessment to segment the market and determine willingness to pay, competitive analysis, and a product review with potential consumers.
• Honors: Global Access Program fellow – top 5% award for achievement, GAP mentor
• http://www.naturahouse.us/
• http://www.natura.it/

Jan 2004 – Jan 2008 · 4 yrs · Greater San Diego Area · On-site

• Engineering, Product Management, Product Development, Marketing
• New product leadership and development for three full cycle consumer electronics product rollouts, from design phase to launch, on the desktop printer team.
• Led international cross-functional teams in San Diego, New York and China. Managed test teams to test and optimize new products. Defined, ran, analyzed and presented results from product development tests. Led consumer focus groups, beta tests. Developed a product verification process.
• The product, ESP3, received very positive feedback from famous reviewers including The Wall Street Journal, PC Magazine, and PC World. The ESP3 was one of the major contributors of revenue for Kodak.