Apr 2023 – May 2025 · 2 yrs 1 mo · Remote

• As Vice President of Growth Marketing at theSkimm, I led end-to-end growth strategies driving user acquisition, engagement, and retention at scale. I oversaw growth initiatives across performance marketing, lifecycle and CRM, SEO, product-led growth, and content distribution.
• Growth Strategy and Expansion:
• Developed and executed a company-wide growth strategy that reversed audience declines and scaled new verticals across finance, wellness, sports, parenting, and commerce. Delivered measurable audience gains across newsletters, podcasts, social platforms, and digital products.
• Data-Driven Optimization and Experimentation:
• Redesigned the growth engine by introducing cohort analysis, behavioral segmentation, and predictive engagement models. Led a rigorous A/B/n testing roadmap to optimize marketing performance across user acquisition, activation, and retention.
• Acquisition, Retention, and Product-Led Growth:
• Expanded acquisition efforts by diversifying the channel mix and personalizing customer journeys from onboarding onward. Leveraged first-party and behavioral data to deepen engagement and drive stronger user lifetime value across platforms.
• Channel Innovation and Brand Agility:
• Managed a multi-million dollar marketing budget across paid media, SEO, SEM, affiliate marketing, email, SMS, and app marketing. Executed content-driven campaigns that increased brand trust and relevance during key cultural and political moments.
• Team Leadership and Organizational Impact:
• Built and scaled a team of growth marketers across acquisition, lifecycle, content, and product marketing. Instituted agile marketing practices to improve speed, experimentation, and cross-functional collaboration.
• With a focus on strategic vision, operational excellence, and customer-centric growth, I helped drive sustainable success and brand equity for theSkimm.

Jun 2022 – Apr 2023 · 10 mos

Aug 2017 – Apr 2023 · 5 yrs 8 mos

Dec 2016 – Apr 2023 · 6 yrs 4 mos

Jun 2022 – Dec 2022 · 6 mos

• As VP of Growth Marketing, I led a cross-functional marketing organization spanning social media, lifecycle and CRM marketing, paid acquisition, and product marketing. I oversaw a multi-million dollar annual marketing budget, strategically allocating resources to maximize brand visibility, user acquisition, and revenue growth.
• Key achievements and responsibilities:
• Directed the marketing department, managing diverse teams responsible for brand storytelling, customer engagement, and performance marketing.
• Designed and scaled a full-funnel growth marketing strategy, growing top-of-funnel awareness across consumer and seller audiences through paid media, organic channels (SEO, app store optimization), affiliate marketing, content distribution, influencer partnerships, and strategic collaborations.
• Drove significant increases in daily active users (DAU) and daily engagement rates by optimizing in-app marketing experiences (banners, pop-ups, UX flows) and launching targeted promotions, incentives, and loyalty programs.
• Partnered with the business development team to accelerate vendor and seller success, creating tailored marketing programs to fuel ecosystem growth and retention.
• Developed data-driven frameworks for campaign optimization, attribution modeling, and performance reporting to continuously improve marketing ROI.
• Through a balance of creativity, analytics, and operational leadership, I built marketing engines that delivered sustainable, high-impact growth across both B2C and B2B ecosystems.

Sep 2021 – Dec 2021 · 3 mos

Sep 2020 – Sep 2021 · 1 yr

• As Head of Global Shopping App Growth, I led efforts to inspire and convert consumers to shop through the Klarna mobile app, driving customer acquisition, retention, and transactions across key international markets.
• Key achievements and responsibilities:
• International Team Leadership: Built and managed a team of 15 growth marketers across the UK, US, SE, DE, AU, and NZ, specializing in automation, copywriting, CRM, content, product marketing, affiliate acquisition, and partnerships.
• Global Growth Strategy: Developed and executed Klarna’s shopping growth strategy, defining objectives, KPIs, positioning, and multi-channel go-to-market (GTM) plans for mobile, in-store, and web products.
• CRM and Customer Engagement: Led daily CRM campaigns — email, push notifications, in-app messages, and blog content — leveraging influencers, editorial partnerships, and brand campaigns to drive MAU and purchase frequency.
• Performance Marketing and Partnerships: Oversaw partnerships and influencer activations, managed global agency production, and controlled a multi-million dollar marketing budget to ensure efficient customer acquisition and retention.
• Cross-Functional Collaboration: Partnered with regional brand teams to support major launches by integrating brand campaigns with high-performance digital marketing initiatives.
• Innovation and Optimization: Drove continuous CRM innovation through testing new automation strategies, segmentation models, and content formats to maximize customer engagement and ROI.
• Through a data-driven, customer-centric approach, I scaled Klarna’s global app growth engine and built a foundation for future omnichannel expansion.

Aug 2019 – Sep 2020 · 1 yr 1 mo

• Market growth: Ideate and execute growth marketing and growth hacking strategies to increase market share of US shopping and flexible payment users – focused on growth and engagement of the Klarna mobile app. Primary acquisition tactics include multi-million dollar paid media across a variety of mobile ad channels, branded partnerships, and affiliate marketing. App user base has growth 10x from 500k to 5M+ and from 100k to 1.2M Monthly Active Users. Achieved #1 trending Google Play shopping app during 2019 holiday shopping season, and PYMNTS #1 flexible payments app of 2020.
• Retention and conversion: Daily calendared and triggered communication via emails, in app messages, push notifications, and SMS to increase user engagement with product features and transaction conversion. Rigorous analysis of behavioral data, optimization of MarTech data flow, and building of automated canvases for all possible user engagement scenarios resulted in scaled transaction volume from $20M p/month to $55M p/month.
• Brand activations: Help build the Klarna US consumer brand by aligning brand team activations with performance marketing to win temporary monopolies of micro audiences. All campaigns showcased in publications like AdAge and AdWeek.
• People: Started as team of one, then recruited eight full time employees to execute growth marketing strategies. Team includes email, automation, content, analytics, performance, product marketing, and partnerships. Accountable for both whole team KPI performance and individual professional development growth.

Jan 2019 – Present · 7 yrs 2 mos

Nov 2011 – Jan 2019 · 7 yrs 2 mos

Jul 2018 – Jul 2019 · 1 yr · Greater New York City Area

• Led key initiatives in the transformation of IBM Watson Marketing into Acoustic following its acquisition by private equity firm Centerbridge Partners. In just nine months, helped launch Acoustic as a standalone brand, building foundational marketing infrastructure from the ground up.
• Key achievements and responsibilities:
• Transformation Leadership: Part of a 10-person marketing team managing the transition to Acoustic, leading demand generation, website development, sales enablement, and brand formation to ensure a successful standalone launch.
• Messaging and Positioning: Built and deployed core messaging frameworks for AI-powered MarTech and AdTech solutions, informed by quantitative surveys, qualitative interviews, and user testing. Messaging influenced client pitches, marketing campaigns, and mentions in Forrester and Gartner analyst reports.
• Go-to-Market (GTM) Strategy: Wrote and executed global GTM strategies for marketing automation and content management products, integrating digital/offline channels, budget modeling, and agile optimization cycles. Contributed to over $55M+ in Annual Contract Value (ACV).
• Sales Enablement: Developed key sales enablement materials — presentations, solution briefs, battle cards, and landing pages — boosting bookings conversion rates by approximately 5% across multi-million-dollar accounts.
• Content Marketing and Thought Leadership: Produced and delivered thought leadership content for conferences, podcasts, webinars, and digital campaigns, reaching thousands of global industry leaders.
• Through this transformation, I combined brand positioning, strategic marketing leadership, and a growth mindset to build a high-performing B2B marketing engine for a newly independent SaaS brand.

Jun 2017 – Jun 2018 · 1 yr · Greater New York City Area

• As Director of Digital Marketing at Kickstarter, I led global growth, lifecycle marketing, and retention strategies to scale the platform’s project creator and backer communities. I directed digital marketing initiatives for Kickstarter’s 2017 rebrand and the launch of Drip, its first major product extension, driving cross-functional collaboration across marketing, product, design, and engineering.
• Lifecycle and Retention Marketing:
• Owned full lifecycle marketing efforts focused on acquiring, nurturing, and retaining project creators. Built and launched multi-channel educational nurture programs, optimized onboarding, and strengthened referrals. During my tenure, audience size grew by 133% and project conversion rates improved by 29%.
• Content and Brand Marketing:
• Recruited and led a team of content strategists, copywriters, and email marketers to drive acquisition and engagement. Deployed 11M+ weekly emails, built campaign microsites, and organized local events. Ran extensive A/B/n testing on messaging, creative, and segmentation, doubling customer retention from 1.7 to 3.4 transactions per user. Led marketplace messaging strategy to align brand voice with targeted personas.
• Research, Analytics, and Insights:
• Developed user research programs combining surveys, interviews, and behavior analysis to create customer personas and journey maps. Partnered with product teams to drive multivariate testing and product discovery, ensuring marketing strategies were grounded in user insights.
• Throughout my role, I drove a collaborative, data-driven marketing culture focused on sustainable user growth, customer lifetime value, and brand equity. My leadership helped Kickstarter expand its global reach while strengthening creator loyalty and engagement.

Jun 2014 – Dec 2015 · 1 yr 6 mos · Greater New York City Area

May 2014 – Jul 2019 · 5 yrs 2 mos · Greater New York City Area

• Have taught over 100 classes and 2,000 students, including the 10-week digital marketing course, online marketing mentoring, corporate trainings, and a variety of bootcamps. Class topics include: business plans, brand strategy, web analytics, SEO, SEM, paid social, organic social, content marketing, data analytics, business intelligence, user experience design, product management, and presentation skills.

Mar 2014 – Apr 2023 · 9 yrs 1 mo · New York, United States

Oct 2012 – Mar 2014 · 1 yr 5 mos · Greater New York City Area

Jun 2011 – Jun 2012 · 1 yr · Northfield, Minnesota, United States