Jan 2025 – Present · 1 yr 4 mos

• I lead a team of Product Managers, innovating at the intersection of content, member experience, and monetization. Our mission is to shape how Netflix members discover and engage with new content offerings

Oct 2021 – Jan 2025 · 3 yrs 3 mos

• I led a global team of Directors and Product Managers focused on monetization and growth. We are responsible for pricing, plan tiering strategy, plan feature development, and new business models.
• Experienced in full consumer lifecycle development, from top of funnel (digital marketing and acquisition optimization) to new product development (business case, research, design, product development, launch, and optimization). Led 0-1 large cross-functional initiatives from initial MVP to scale.
• [Pricing Strategy] Develop localized pricing across 190+ markets, including a learning agenda with a focus towards better understanding price elasticity and consumer perception of value.
• [Revenue Optimization] Identify and scale opportunities that improves revenue per member and lifetime value, e.g. led end to end discovery, design, development, implementation and iteration of Netflix's paid sharing initiative
• [Plan Feature Development] Ideate and create tier differentiators, growing revenue and subscribers around the world, e.g. expanding the Mobile plan across Southeast Asia and Sub-Saharan Africa
• [New Business Models] Design, test, and launch novel plan types/revenue streams, e.g. ads supported plan.

Sep 2018 – Oct 2021 · 3 yrs 1 mo

• Oversaw 9-figure digital marketing budget; responsible for the holistic strategy, algo and creative innovation, and management/execution of programmatic marketing program across 80+ countries and 25+ languages, working with a stunning team of product managers, ad tech, creative strategists, data scientists, and ops.
• Optimized & scaled non-member acquisition experience, making signup seamless for our prospective members across web, mobile, TV, serving over 100M visitors monthly

Jul 2015 – Sep 2018 · 3 yrs 2 mos

• Led a a team focused on strategic planning for digital marketing, with a global scope across markets in North America, LATAM, EMEA, and APAC
• Marketing Experimentation - initiating, prioritizing, and executing a comprehensive learning agenda with an emphasis on driving A/B testing at scale, from hypotheses generation, test implementation, to productization of key features, including algorithmic / ML enhancements via programmatic marketing, focusing on the causal impact of advertising.
• Go-To-Market Planning - setting digital marketing (programmatic, social) strategy in Netflix global expansion, such as new region launches, title prioritization, marketing optimization, etc.

Oct 2013 – Jul 2015 · 1 yr 9 mos

• Key planning and analysis partner to paid media marketing team during the evolution from e-commerce direct response to brand/content marketing with the launch of Netflix Original titles
• Media Mix Planning - managing multi-million paid media budget, across TV, digital reserve, Programmatic/RTB, paid social, OOH, etc.
• Audience Identification - sizing, scoping, and evaluating audience opportunities for Netflix Originals paid media launch campaigns
• Cross-Channel Performance Assessment
• Previously Associate, promoted within 10 months.