Jan 2022 – Sep 2022 · 8 mos

• COO of Guest House, a venture backed (Range Ventures, Ludlow, Rucker Park, 87 Capital and others) platform transforming home staging into a scalable, tech-enabled commerce channel. Guest House combines staging, inventory management, and retail enablement to make every staged home instantly shoppable.
• Highlights:
• Built the company’s financial model from the ground up to support multi-market expansion, including inventory planning and management, and owned the operational processes to deliver on those plans.
• Managed and scaled cross-functional teams across finance, sales, marketing, design, operations, logistics, and engineering, ensuring alignment and execution across all business units.
• Partnered with the executive team on fundraising efforts and strategic growth planning, helping shape investor materials and the go-to-market expansion playbook.
• Oversaw in-home marketing efforts, testing and optimizing customer experience, and launch of new interior design and retail sales offering to increase retail conversion
• Established the framework for measuring key business metrics, including rebooking rates, LTV to CAC, contribution margin, cashflow management, and CapEx payback to guide decision-making and long-term strategy.

May 2021 – Dec 2021 · 7 mos

• Member of the leadership team responsible for driving our long term strategic vision by leading our retention and reactivation efforts, building external partnerships, and exploring and evaluating new strategic levers for the company to pursue.
• Continued retention and reactivation management while building strategy and partnership function
• Develop a deep understanding of the competitive landscape for the offering and inform future business opportunities and priorities
• Formalize the strategic planning process
• Manage the strategy, identification and execution of new strategic partnerships focused on increasing TAM, deepening our customer relationship, and other strategic drivers of the business
• Own, measure and grow partnership initiatives against identified KPIs, including testing and optimization efforts to maximize partnership and business performance and achieve established goals
• Lead and influence cross-functional teams internally (e.g. sales, product, engineering, analytics) to spearhead partnership integration and management

Aug 2020 – May 2021 · 9 mos

• Promoted to company leadership committee, responsible for our growth initiatives around user retention, reactivation, acquisition, and engagement.
• Continued to own performance marketing team management and strategy, while increasing scope to own retention and reactivation strategy and execution
• Performed RFP process for new email and notification system, evaluating 4+ vendors, building internal consensus on adopting an external partner vs building a new system internally, forecasted impact on growth and resource requirements
• Managed implementation of new email and notification system with team of 3 engineers, 1 product manager and 1 growth marketing manager
• Drove increased monthly active users through improvements to our email strategy and content
• Built long term playbook and vision for consumer lifecycle marketing communications and driving execution across R&D, growth, and marketing

Sep 2019 – Aug 2020 · 11 mos

• Managed performance marketing team responsible for millions of dollars in annual spend across SEM, Facebook, and Native channels
• Drove evolved targeting strategy for existing channels resulting in increased efficiency and higher ROAS at larger spend levels
• Collaborated cross functionally with business analytics team to evaluate daily operations against LTV returns in order to adjust our campaign strategies and measurement tactics
• Built analytics and reporting dashboards using SQL in Chartio to drive daily campaign and efficiency insights and adjustments
• Led new channel testing, specifically with YouTube, to drive upper funnel acquisition in collaboration with brand marketing

Feb 2018 – Sep 2019 · 1 yr 7 mos

• Responsible for strategy and development of consumer content and editorial plan focused on customer needs in order to drive company growth initiatives, specifically top of funnel growth and user acquisition
• Build SEO playbook for content creation driving 10X growth in organic traffic to the blog; partnered with technical SEO product managers and engineering teams to create user path from blog to product registration to drive increase in registered down funnel users
• Built outreach process to promote content from the blog and research team to drive PR, news coverage, and link building to drive SEO
• Hired and managed team of 6 content managers and link builders, along with team of contractors for content creation

Apr 2015 – Feb 2018 · 2 yrs 10 mos

• Built and lead sales operations department with 30+ employees, overseeing:
• Account management of 600+ accounts, focused on onboarding new accounts, client success, and retention
• Sales forecasting, planning, and analytics, including identifying and launching over 40 new markets in 2017, building the 2018 bottoms up sales forecast, and owning sales and account management performance analytics
• Salesforce administration, including building pipeline management processes and implementing other sales enablement tools
• Supply side data quality around client integrations and listings quality on site
• Report directly to Chief Sales Officer with daily engagement with CEO and COO, and own and drive company supply KPIs around property growth and client retention
• Developed and implemented a client success strategy focused on performance monitoring and client outreach, increasing our client satisfaction scores over 88% in 6 months
• Built and managed accounts receivable team of 5, transitioned invoicing process to Salesforce, implemented collection processes that led to over a 50% decrease in DSO, and transitioned team in March 2017 to newly created finance department

May 2014 – Mar 2015 · 10 mos

• Built and managed data operations team responsible for listing quality on site and implemented processes that resulted in 63% improvement in listing completeness
• Managed a hybrid customer service/inside sales division with 18 team members
• Chosen as part of new management team charged with turning around the division’s performance
• Implemented operational procedure changes such as restructuring the lead queue and implementing call IVR logic to increase efficiency
• Efforts resulted in 92% increase in lead conversion and 121% improvement in personnel efficiency and output

Jul 2012 – May 2014 · 1 yr 10 mos

• Built rental listing data curation team and process from inception to launch
• Built and implemented reporting system that tracked 10+ metrics ranging from worker performance to listing quality
• Hired and managed 33 data research contractors and developed training materials to facilitate new hire onboarding
• Efforts resulted in 30% increase in site supply, taking Apartment List to #1 in listing count in 72 of the top 100 largest US cities in three months, a cornerstone performance indicator for fall 2013 $15M raise from Matrix Partners
• Led project to create interactive, 360-degree photo content across five markets resulting in tripled user engagement on target listings

Jan 2017 – Present · 9 yrs 2 mos

• Consulting on GTM, growth, marketing, and operations primarily for early stage startups. Selected experience includes:
• Content, marketing and SEO strategy for seed through Series C companies
• Sales compensation plans, forecasting, territory alignment, and general GTM planning
• Growth marketing and SEM strategy and execution
• Business plan and general strategic growth advising
• Talent development and performance management implementation

Sep 2011 – May 2012 · 8 mos · San Francisco Bay Area

• Editorial and reporting intern for SFGate.com and the Los Altos Town Crier

Nov 2009 – Jan 2011 · 1 yr 2 mos

• K.I.Asia is a non-profit organization dedicated to social and economic development in the Greater Mekong Subregion (Thailand, Lao PDR, Yunnan Province in China, Cambodia, Myanmar, and Vietnam). Areas of expertise include public health, corporate social responsibility, government capacity building, sustainable tourism, and business, economics and entrepreneurship.
• As an assistant consultant in both project management and marketing, I worked in all project areas. My work focused around writing, editing and researching, including writing project proposals, editing reports, conducting proposal and project research, and creating marketing brochures.
• Specific responsibilities included:
• Led research for and writing of grant proposals that secured projects and additional funding with corporations (including Microsoft, Boeing, Citi) and government and international organizations (including USAID, UN, UNWTO, ASEAN Secretariat, Vietnam Chamber of Commerce and Industry)
• Drafted recommendations for social and economic development initiatives including:
• The creation, structure and content of a regional intellectual property and innovation report for the ASEAN Secretariat
• Implementation of multi-stakeholder approach for creating sustainable corporate social responsibility strategies
• Policies to mitigate the potential negative impact of a free trade agreement on small and medium enterprises in Thailand
• Implemented and taught the in-house “Better Writing for English” course that was required for over 50% of employees

Sep 2008 – May 2009 · 8 mos

• Set budgets for summer and year abroad programs, which determined financial aid awards for participating students
• Created the first study abroad newsletter, which was distributed across Yale University Campus
• Represented study abroad programs at all speaking events on campus and hosted informational sessions for students

May 2007 – Aug 2008 · 1 yr 3 mos

• I worked as a legal intern for McAllister Olivarius during my junior year abroad studying at the London School of Economics. My responsibilities included paralegal duties, serving as an administrative assistant to the cheif of staff, and acting as a project manager on a side project to develop and market a product for which the firm had received a patent.