Aug 2024 – Sep 2025 · 1 yr 1 mo · Remote

• Led an 11-person growth marketing team (5 direct reports) across paid media, lifecycle, web, campaigns, and partner marketing, managing a $XXM budget. Reported to CRO.
• Reallocated paid budget based on LTV:CAC to cut inefficient spend to unlock an additional $100K/month in investment toward higher-performing segments.
• Improved sales alignment by streamlining lead handoff and qualification; Increased sales-led pipeline by 85% over two quarters (Q3 → Q1) by simplifying contact form and enabling instant booking.
• Reset growth trajectory after a decline in 2024 by introducing new 2025 growth plays — including always-on awareness and content-led paid campaigns. Within six months, ARR growth accelerated to ~30% higher YoY than the prior year.

Jul 2022 – Jul 2024 · 2 yrs · Remote

• Series B B2B SaaS startup that empowers non-technical users to design and serve personalized, on-brand product experiences to their end users. As leader in the product-led growth category, Appcues helps web and mobile apps improve free-to-paid conversion, activation, retention and more.
• Own strategy and manage execution of quality inbound lead volume. Increased SQLs by 331% with only a 29% increase in spend from Q2 to Q3. Dropped spend by 46% from Q4 to Q1 with a 5% increase in SQLs.
• Lead experimentation strategy and execution within the marketing department including 99% lift in conversion rate to trial or demo from homepage traffic
• Plan and manage event sponsorships including SaaStr 2022 resulting 154% increase in lead volume and 100% increase in demos booked year over year (plus a product launch party planned in 3 weeks resulting in max capacity at the venue)
• Manage business development function supporting both new business and expansion pipeline
• Lead cross-functional teams to improve acquisition funnel from trial optimization to sales outreach

Feb 2022 – Jun 2022 · 4 mos

• Took an extended maternity leave after our second kid. It was a great opportunity to reconnect with my family while doing some marketing consulting for an early stage startup.

Apr 2021 – Jan 2022 · 9 mos · Remote

• Real estate start-up buying and selling vacant land online with discounted cash prices and in-house financing. Discount Lots was founded in 2019 with $3.5MM in sales in the first year. Took company from $9MM in sales in 2020 to $22MM in sales in 2021 through digital marketing campaigns, lead nurturing and conversion optimization on the forward-facing brand website as well as landing page properties.
• Developed overall marketing and go-to-market strategy for the brand including defining customer segments and managing internal operations team and external virtual assistant group.
• Worked closely with sales to redefine the customer lifecycle by modernizing the typical industry methods and evolve to high-touch lead generation system.
• Led team of 4 responsible for brand awareness, lead generation and low touch e-commerce purchases.

Feb 2018 – Apr 2021 · 3 yrs 2 mos · Remote

• Boutique marketing agency with specialties in higher education, real estate, B2C, financial services and consulting. Offers full-service marketing including traditional and digital as well as consulting on marketing, sales and business growth.
• Led team responsible for social media and paid advertising campaigns for home improvement brand resulting in a 800% ROAS and over $60MM in revenue to the client in first year.
• Design and build websites for clients with focus on increased organic lead generation, shopping cart optimization, and project management of internal and external vendors.
• Develop lead generation-focused landing pages for clients with on page conversion rates 40% or more over industry average (9% for higher education and 7% for home improvement clients compared to industry average of 5.8% and 3.8% respectively).

Jun 2014 – Feb 2018 · 3 yrs 8 mos · Remote

• Digital marketing agency with focus on higher education and non-profit. Specific areas of expertise in for-profit, non-profit colleges and graduate programs. Provided comprehensive digital marketing services including social media advertising, SEM, display marketing, SEO, website development and marketing consulting.
• Headed social media management and strategy development for clients including managing internal staff as well as external designers and content creators.
• Developed Facebook and Adwords lead generation and multi-touch marketing strategies for for-profit schools including cosmetology, health sciences, and trades.
• Provided marketing budgets and forecasting for traditional four year colleges to support the entire enrollment and recruiting process including visit, application and deposit stages.

Mar 2014 – Jul 2015 · 1 yr 4 mos

• Luxury branding, gifts and welcome bags for high-end weddings and events. Started the business while in college and working for a wedding planning company to fill a gap in the D.C. market.
• Develop branding and packaging designs to personalize the guest experience for wedding and event clients or as a marketing opportunity for event vendors including favors and welcome gifts.

Sep 2013 – Jun 2015 · 1 yr 9 mos

• Premier D.C. area wedding planning company for luxury weddings. Small team of planners and assistants who planned and ran a variety of wedding types.
• Plan and organize day-of events for clients as needed by coordinating vendors, managing event timeline and assisting in décor and design plans as needed.

Jan 2011 – May 2014 · 3 yrs 4 mos