Dec 2023 – Jan 2026 · 2 yrs 1 mo · Remote

• As the head of brand, I built a team of staff/principal designers. I led an in-house rebrand, ensuring the new brand was imbued into the product experience, website, positioning, tone of voice, content design, messaging, and copywriting.
• Redefined the brand vision and authored the brand strategy + tone of voice by working closely with the CEO, Research team, Executives, and department leaders.
• Brand and product coherence: Imbued the new brand into the product and beyond. Partnered across Product/PMM/Eng/Marketing/Sales to align brand across 80+ features, contributing to post-Q1 launch NPS gains. Increased product NPS from negatives to double-digit positives.
• Elevated narrative, positioning, and messaging: Partnered with PMM on product and platform positioning and provided narratives to executives for launches to ensure consistency across channels.
• Go-to-market acceleration and differentiation: Directed and built a self-serve asset system (templates, ads, decks, product UI libraries) that improved speed and consistency for marketing and sales.
• Organizational scaling and enablement: Rebuilt the brand team to five (3x) Staff to (2x) Principal designers in three months; promoted junior ICs; introduced Cursor and coached 60+ designers to prototype and ship faster; codified tone of voice and web copy used across seven markets. Oversaw both the Brand Team and the Studio team (5 designers).
• Creative directed brand experience in product, marketing campaigns, animation videos, scripts, activations, copywriting, and events.

Oct 2021 – Oct 2023 · 2 yrs

• In under 2 years, I led the brand evolution of Mixpanel (done in-house), pushed the company vision, and imbued brand into the product roadmap.
• Owned brand strategy and buy-in across the company, built the tone of voice, wrote and informed all copywriting, and managed the launch, PR, and creative direction.
• Worked with directors and exec team to combine brand + product into everything we do: onboarding, lifecycle emails, product roadmap, templates, landing pages, homepage, website copywriting, social tone of voice, marketing systems, content strategy, illustrations systems, and more.

Jun 2019 – Jun 2021 · 2 yrs · New York City Metropolitan Area

• Created a new role. From end to end, I led a new project to give the agency a voice.
• + Brand strategy and campaigns
• + Developed strategic narratives (Twitch, Crane, Match, Robinhood, SF Symphony, Equinox Hotels)
• + Improved newsletter subscription rates by 75%
• + Organized events (Richard Danne; David Whyte)
• + Doubled Instagram followers in 2 years
• + Supported CEO on keynotes/conferences
• + Built new systems and workflows for social media channels, newsletter, and projects
• + Managed project launches

Jun 2018 – Jan 2023 · 4 yrs 7 mos · Brooklyn

• The Observers is an online publication featuring visionaries in photography and the photo books that inspire their work.
• We've interviewed over 60 visionaries and curated 200+ photo books. Guests include: Pete Souza, Joel Meyerowitz, Makeda Best, Kevin Kelly, George Lois, Greg Lutze, Martin Parr, Shaniqwa Jarvis, Kathy Ryan, Elliott Erwitt, Jonas Akerlund, Miranda Barnes, Jamel Shabazz, and many more.
• Built with my co-founder, Wesley Verhoeve.

Jan 2017 – Jan 2018 · 1 yr · Remote

• I helped the +Acumen leadership team launch their new website, develop content strategy, copywriting, blog post edits, newsletter marketing strategy, and community building projects.

Jun 2016 – Mar 2019 · 2 yrs 9 mos · Brooklyn, New York

• CreativeMornings is the world's largest face-to-face creative community, inspiring creativity in over 220 cities and powered by over 1500 volunteers.
• I shaped, managed, and improved all aspects of marketing, brand, social, content, and newsletter.
• A few highlights to showcase:
• + Grew the newsletter by 200% in a year with a total of 250,000 subscribers.
• + Managed content calendar and built the system to quality control 120+ video uploads monthly.
• + Maintained an average 25% list open rate with over 20,000+ clicks per weekly newsletter.
• + Shaped, managed, and executed global campaigns with Mailchimp, Wordpress, Adobe, Shutterstock, and Wix.
• + Managed content partnerships
• + Managed all social media channels, generating over 1.5M impressions a month.
• + Grew the Instagram from 30k followers to 85k in 2 years.
• + Managed the blog; copywriting on website, projects, and campaigns.
• + Produced over 30 New York events that hosted on average 300-600 creatives every month.
• + Photographed the New York event

Mar 2016 – Mar 2016 · 0 mo · New York

• Freelanced for Adobe's 99u project:
• Helped relaunch the new 99u website
• Curated and organized 1100 articles and over 100 videos to improve the reader experience
• The goal of the redesign was to improve readership, subscriptions, and the flow of learning

Jun 2015 – Jan 2017 · 1 yr 7 mos · NYC/Remote

• The altMBA is an intensive four-week program whose goal is to accelerate leaders who are change agents for the future, designed by best-selling author and world-renowned marketer Seth Godin.
• I was one of the inaugural coaches to jumpstart the program, fell in love with the culture, and coached over 150 students. I helped craft the documentation and culture for coaches, as well as implementing new ways to improve the program for coaches and students.
• After seven sessions, I built the alumni community from the ground up, creating an online space for alumni to further interact, connect, and build. From in-person quarterly meet ups that scaled from 7 cities to over 20 in a year.

Aug 2014 – Feb 2016 · 1 yr 6 mos · Remote

• Published 5-6 thoughtful essays per month on topics like business growth, workplace culture, decision-making, creativity, remote work, team communication, and more
• Syndicated on major publications like Entrepreneur, Inc. Magazine, The Next Web, and Business Insider
• Initiated a project called Customer Spotlights where we told our customers’ stories about how they use our product to build a business that people love.

Jan 2011 – May 2021 · 10 yrs 4 mos

• Motivated Mastery is a manifestation of my self-education—a blog where I connect the dots between my curiosities. Topics include creativity, history, science, psychology, and philosophy. I’m a voracious reader, and I write to understand, to grow empathy and compassion, and to ultimately explore questions like, “How do I master my craft?” and “How do I live a meaningful life?”