Feb 2024 – Sep 2024 · 7 mos · Remote

• Promoted to own the end-to-end growth strategy, including Demand Generation, Activation, and GTM optimization across self-serve and enterprise.
• Highlights:
• Advanced activation strategy—improving aha-moment reach and trial depth across developer personas.
• Transitioned the company from lead-based to account-based GTM, helping shape the new tech stack and process.
• Led a strategic relaunch of the Demand Forecasting use case—redefining pricing, messaging, and enablement.
• Positioned Growth as a cross-functional capability, not a silo, bridging Marketing, Product, and Revenue Ops.

Jun 2023 – Feb 2024 · 8 mos · Remote

• Brought in to design and execute a scalable self-serve GTM motion. Within the first month, I aligned executive leadership on product-market fit on a sales-assisted experimental motion, and set strategic goals across Product, Marketing, and Sales.
• Highlights:
• Led a cross-functional growth squad spanning Product, Design, Engineering, Sales, and CS.
• Managed the PLG roadmap and experimentation across onboarding and funnel optimization.
• Rebuilt the signup experience—driving increased signups, stronger activation, and higher MQL conversion.
• Boosted in-app engagement with tours, prompts, and onboarding nudges.
• Doubled conversion rates from organic SEO pages, putting the DG engine on track for forecast targets.
• Hired and enabled a Demand Gen Manager and a digital agency to scale paid and organic programs.
• Laid the foundation for product-led demand gen reporting and instrumentation.

Jan 2022 – Jun 2023 · 1 yr 5 mos · Remote

• PLG Customer GTM strategy and execution - audience and JTBD research, positioning, messaging, pricing, packaging, in-app flows
• Optimizing signup and conversion through activation, adoption, and habitual use - by crafting unstoppable self-serve, value-based messaging and digital experiences
• Thought leadership
• Cross-functional collaboration with EPD and GTM teams

Aug 2021 – Dec 2021 · 4 mos · Remote

• Research and analysis: rapid customer and prospects feedback loop, personas, market dynamics, and opportunities, competitive analysis, win/loss analysis
• Solutions messaging: internal decks and external sales and marketing collateral
• ROI messaging

Jan 2020 – Aug 2021 · 1 yr 7 mos

• SolarWinds’ mission is to make IT look easy, but actually provide IT Pros with powerful, easy-to-use (and try) solutions they need to solve today’s IT challenges. SolarWinds Service Desk is an ITIL certified cloud-based platform that automates and streamlines service management and delivery to ensure business continuity while maximizing customer experience. Try it for free: https://www.solarwinds.com/service-desk/registration
• 📅 A day in my life:
• Planning and executing go-to-market motions for new features/offerings - while collaborating with R&D, product, marketing and sales teams.
• Developing positioning, messaging, talk-tracks and salescards that resonate with target buyer personas.
• Internal and external enablement - community management, live training sessions, demos.
• Performing market/competitive research and analysis, win/loss analysis, churn analysis, post-launch analysis.
• Leading and supporting cross-portfolio pricing and packaging initiatives
• Generating thought leadership content including webcasts, blogging and additional customer-facing collateral.

Jan 2018 – Jan 2020 · 2 yrs · Raleigh-Durham, North Carolina Area

• In the past 5 years, backed by the Bill & Melinda Gates Foundation, the Supercritical Water Oxidation (SCWO) lab at Duke University developed a groundbreaking and innovative solution to treat organic waste.
• The SCWO system literally converts ALL of the organic waste processed by it - into clean water, CO2, heat, minerals and electricity – in seconds.
• It provides a clean, innovative and cost-effective solution with better CapEx, OpEx, a smaller footprint than a traditional WWTP and much higher performance. We believe it is the future of waste treatment, setting a new industry standard in both developing and developed countries alike.
• To hear more about the technology, partner with us, schedule a demo and more, contact us at: SCWO@duke.edu
• Shelly is bringing with her 13+ years of experience serving as a Go-To-Market and Business Development leader in various tech startups, leading companies, products and technologies throughout the fundraising, commercialization, market penetration and growth stages.

Jan 2015 – Jan 2017 · 2 yrs

• aida* is a disruptive content-driven gamified app with a game-changing approach to dating. Literally :)
• Check it out: https://bit.ly/3bY1jf3
• Commercial video: https://youtu.be/r-aGklMeQ0w
• 間 - aida. Japanese: adjective, noun.
• Meanings: space (between), time (between), relationship (between). "aida" is the unique space and time between two people – where the magic happens.
• Product Lead: Market research, competitive analysis, product requirement documentation (PRD), monetizatio. Managed the app’s development and coordinated the work of the design, engineering and QA teams.
• Growth: acquired beta testers for low cost or for free through content marketing, strategic partnerships, collaborating with existing communities, raising online and offline brand awareness and press coverage
• Customer Support & Community: served as the point of contact for users and partners, created content for Facebook communities and pages

Jan 2013 – Jan 2014 · 1 yr

• Product Manager: curated content, features and UX for “Wonderball Heroes” and managed its development
• Growth: optimized KPIs of “Super Sam Adventures” by analyzing data and interviewing users
• Customer Support & Community Manager: provided support for users, managed Facebook communities and pages

Jan 2013 – Jan 2014 · 1 yr

• Taught a class of +20 students for two semesters
• Composed the class curriculum, assignments and exams

Jun 2012 – Nov 2013 · 1 yr 5 mos · Tel Aviv

• Product Lead: Led the team through market research, creating PRDs for Facebook and mobile platforms, specialized in in-app content and UX
• Growth: analyzed data and improved KPIs until we reached product-market fit and scale
• Team Leader: supervised a team of several employees who designed and developed games, created content, operated gamerooms and managed online communities

Jan 2009 – Jan 2012 · 3 yrs

• Team Leader: supervised over 20 employees in the marketing, product, content, localization, SEO and support teams
• Product Lead: monitored reports and optimized various funnels, features, promotions and user segmentation to maximize revenue
• Growth: optimized user conversion, retention and monthly revenue
• Customer Success: managed white label deals and partners’ accounts

Jan 2008 – Jan 2009 · 1 yr

Jan 2006 – Jan 2008 · 2 yrs

• Built and managed the support department
• Created the technical support, onboarding , cross-sell/upsell protocols and manuals
• Created, edited and supervised the site and the software’s content