Nov 2018 – Oct 2024 · 5 yrs 11 mos · Boston, Massachusetts, United States

• Recruited by CEO to join founding team of Merryfield, a technology-based startup and customer rewards app that enables consumers to shop for clean, better-for-you brands.
• Sold in October 2024
• Architected Merryfield’s brand vision and go-to-market strategy from inception, prompting the company’s evolution into a portfolio of 65+ premium clean label brands, including Applegate, Bob’s Red Mill, Califia Farms, DAIYA, Dave’s Killer Bread, ECOS, GoMacro, Good Culture, JUSTIN’S, Primal Kitchen, Stonyfield, and more
• · Direct CRM, user engagement, retention, and reactivation strategies across multiple channels (email, push notifications, SMS, in-app messaging, social media), driving months-long 30%+ retention increases
• Serve as an internal thought leader to CEO, cross-functional teams (Product, Engineering, Customer Service), and brands to ideate custom marketing solutions, refine CRM, and innovate B2B revenue-driving products, with marketing leadership culminating in a 125% Net Promoter Score (NPS) increase in two years
• Establish and mentor a highly talented, agile Customer Service department with consistent 5-star reviews, while overseeing team of multidisciplinary marketers passionate about the brand’s mission and ethos
• Introduce best practices, SOPs, brand guidelines, and reporting structures, and empower an engaging, collaborative culture through daily standups and weekly meetings
• Continually evaluate and streamline marketing plans to maximize ROI and revenue impact
• Play pivotal role in conceiving, pitching, and launching company’s Learn & Earn program, an in-store advertising initiative that converts shoppers into app users in real-time
• Lead SEO, ASO, social media, PR, and brand referral strategies
• Orchestrate celebrity influencer promotions, collaborating with Zooey Deschanel to secure high-profile appearances on The Kelly Clarkson Show and CBS News and in People and Entrepreneur magazines

Jan 2016 – Jan 2018 · 2 yrs · Boston, Massachusetts, United States

• Recruited by CEO to steer marketing efforts at Runkeeper; Earned promotion from VP to SVP after company’s $85M acquisition in 2016 by the Japanese multi-national ASICS Corp. as part of ASICS Digital mobile fitness solutions.
• Headed Runkeeper’s marketing division, creating first-ever comprehensive marketing plans that enabled the successful monetization of premium in-app services, increasing revenue by 400% in two years
• Led launch of Runkeeper’s first major integrated product with ASICS, ASICS Studio App, collaborating with top-tier Product, Engineering, and User Experience teams on content creation, UI, branding, go-to-market, and full paid acquisition strategy
• Helmed all aspects of the company’s brand integration process during the merger and acquisition, effectively expanding awareness of the ASICS brand without compromising the Runkeeper brand promise and user base
• Grew and managed a high-performing marketing team specializing in creative content, PR, branding, product marketing, paid acquisition, and email to support major lines of business for Runkeeper and ASICS Studio
• Guided team culture integrations during the acquisition, deepening overall synergy, communication, and trust
• Created and executed a unique Global 5K virtual race that gathered millions of runners over 182 countries to simulate the thrill of an in-person 5K race, which bolstered global engagement by over 150%

Jan 2014 – Jan 2016 · 2 yrs · Boston, Massachusetts, United States

• Promoted to SVP due to exceptional success in transitioning the brand after its acquisition by ASICS.

Jan 2014 – Jan 2015 · 1 yr · Somerville, Massachusetts, United States

• Recruited to scale The Grommet, an online marketplace for maker products, after its acquisition by Japanese e-commerce giant, Rakuten; Promoted from Senior Marketing Director to VP due to proven leadership.
• Piloted full-scale acquisition and marketing campaigns from concept to launch while building a purposeful brand consistent with business values, direction, and vision
• Built and grew a best-in-class marketing team from four to 15 people, and powerfully nurtured a creative, connected culture throughout all levels of the organization
• Expanded membership base by 900% in less than two years, with 25% daily open rates, 831% increased revenue growth, world-class NPS scores, and 33% decreased consumer acquisition costs

Jan 2012 – Jan 2014 · 2 yrs · Somerville, Massachusetts, United States

• Promoted due to high-impact brand growth.

Jan 2011 – Jan 2012 · 1 yr

• Recruited to scale Everest Poker in Europe, South America and Asia as part of CIDC’s expansion in becoming a top-tier global online gaming and entertainment company; Earned promotions from marketing into business management due to brand’s massive success.
• Owned full P&L responsibilities for the company’s online poker brand, steering all aspects of the business from marketing and brand product management to customer experiences, and growing revenue by 525% in just eight years
• Served as a key member of the Executive Committee, providing strategic thought leadership with senior stakeholders and reporting directly to the CEO
• Headed all poker departments, including Product, Engineering, Management, Customer Relations, and Branding, creating a strong, unified culture across teams
• Leveraged multi-faceted marketing expertise to conceive and execute player conversion and retention campaigns for online poker players across global regions

Jan 2010 – May 2011 · 1 yr 4 mos

• Launched Everest Poker in the French market, catapulting the brand’s success nationally and abroad through strategic positioning and fully integrated 360 campaigns
• Led end-to-end licensing process with France regulatory bodies, enabling the company to become one of the first to market in acquiring a gaming license in France
• Managed multi-million-dollar budget and formed a top-talent team from scratch comprised of Mass Media Account Managers, Brand Managers, and Business Analysts to supercharge aggressive brand-building programs, which involved negotiating, securing, and executing major advertising campaigns with well-known brands like M6 and Olympique Lyonnais
• Innovated online marketing strategies and display campaigns on major web portals/social media, and utilized competitive data to align plans with consumer needs and interests
• Served as the brand’s spokesperson in numerous interviews for radio, press, television, and print publications, enhancing overall brand value and positioning
• Collaborated with TV producers to create concepts for TV shows, including 100% Poker, and conceived and managed premier live tournaments like “The Big One” in Monte Carlo

Jan 2006 – Dec 2009 · 3 yrs 11 mos

• Developed integrated online and offline marketing plans that aligned with major sponsorships like ESPN’s World Series of Poker, propelling the brand to become the #3 global market leader
• Sourced and collaborated with creative agencies to devise cutting-edge brand strategies and TV/radio campaigns based on in-depth player insights and industry research
• Conceptualized and executed the famed “Live the Dream” promotion, seamlessly integrating online, social, affiliate, PR, and live event marketing to drive engagement
• Conducted comprehensive player insight studies, including focus groups and surveys, to optimize website design, product offerings, promotions, and features

Jan 2002 – Jan 2006 · 4 yrs

• Managed 13 international Partner Account Managers and Country Managers in delivering breakthrough marketing strategies across six markets and driving net revenue growth
• Remained ahead of competition by focusing on online/digital marketing efforts during a time when traditional media was the standard, resulting in new affiliations and partnerships
• Launched the record-breaking France Poker Tour in partnership with France Poker Tour Association, becoming the largest live poker tournament ever held in France