May 2023 – Dec 2025 · 2 yrs 7 mos · Los Angeles Metropolitan Area · Hybrid

• Responsible for new customer acquisition in paid and organic channels in the omnichannel business.
• Implemented a reasons to try strategy to drive new customer acquisition efficiency in paid media channels and deliver y/y growth.
• Built a post purchase referral program to drive organic customer acquisition.
• Launched new customer acquisition funnels and increased new customer subscribers with a comparable LTV profile from previous cohorts.
• Collaborated with our senior leadership to build a bottoms-up annual plan focused and introduce a KPI-led strategy for the first time.

Sep 2021 – Nov 2022 · 1 yr 2 mos · Los Angeles Metropolitan Area

• Drove digital transformations for Fortune 100 clients reimagining physical and digital experiences by designing innovative data strategies and designing target-state architectures for game development studios and travel clients.
• Authored a data tracking plan for a large game platform company to decrease subscription churn and drive new sign ups on their new subscription platform.
• Delivered a RED architecture design for an airline reservation client that enabled the client to transform to an end-to-end airline reservation platform and win a bid with their 3rd largest airline carrier.
• Worked with a major airline software client to develop a new, target-state architecture to enable personalized experience across flight booking which included personalized flight offers, post-flight offers, and social features.
• Led a 7-member team to launch an internal tool that builds custom surveys and displays results via a Tableau dashboard which improved workflow by 85% and increased survey response rate by users by 45%.
• Responsible for 2 software programs with an average of $400k program budget, interviewing and replacing team resources, managing deadlines, and created bi-weekly status reports for 5+ stakeholders.
• Led a market research project to design a data visualization tool to de-risk metaverse investment a Fortune 100 entertainment client.

Jan 2019 – Sep 2021 · 2 yrs 8 mos · Santa Barbara, California Area

• Apeel is a B2B2C supply chain innovation company. I was the 10th employee. I went from an R+D role to lead GTM teams aimed at reducing waste across the perishable supply chain.
• Led a cross-functional, B2B product business unit, responsible for the portfolio P+L, product roadmap, product strategy, and competitive intelligence of $14M annual recurring revenue (ARR) and 16 products.
• Led weekly, monthly, and quarterly business review meetings with cross-functional teams in Sales, Engineering, Marketing, Operations, and Finance which saw an increase in revenue over the 2-year period.
• Built financial models in Excel for budget proposals to the senior investment committee.
• Grew and led an international product management team of 5 product managers accountable for 16+ products across the product lifecycle in the US and EU.
• Collaborated with a cross-functional team of engineering, sales, design, product marketing, and operations to launch 3 products (Apeel for Citrus, Apeel for Avocados, and Apeel for Apples) from conception to launch generating over $14M in ARR.
• Collaborated with the largest German retailer to develop a joint roadmap to drive early growth for the product portfolio.
• Collaborated with marketing to gain consumer insights on brand positioning and product value propositions.
• Led the launch of the first portfolio product in the EU in less than 6 months and generated over $10M in ARR after 1 year.

May 2016 – Jun 2019 · 3 yrs 1 mo · Santa Barbara, California Area

• Apeel utilizes plant-derived materials to create a second peel to extend the shelf life of fresh produce.
• Collaborated with a cross-functional team of engineering, sales, design, product marketing, and operations to launch 3 products from conception to launch.
• Developed sales tools that demonstrated customer ROI and product benefit in order to increase sales. Annual revenue increased 140% after implementation.
• Managed the launch of the first citrus product in the product portfolio at Apeel and first product launch in Europe.