Building the front door for anyone looking to change their relationship with alcohol.

Owned total company churn OKR, leading cross-functional growth strategy across product, engineering, marketing, analytics, merchandising and operations.Doubled the annual plan subscriber base as a percentage of overall member mix through new feature development and experimentation.Led development and go-to market of IPSY Choice, representing major improvement to the core member experience.

Led migration from Selligent to Iterable, including full rebuild of backend data pipeline and schema.Launched first marketing experiment using machine learning model for personalization, resulting in statistically significant increase in retained subscribers.Developed loyalty strategy to lock in subscribers using mix of earned rewards, recognition and investment in user-generated content.

Laid foundation for passenger growth strategy on the enterprise side, focused on activating and driving increased ride frequency within business traveler segment. Owned full funnel, including acquisition channels and lifecycle strategy.

Major contributor to Lyft’s 70x growth in top-line rides in just over 4 years. Built a team of technical growth marketers, delivering ~40% of QoQ incremental rides. HighlightsPromoted to lead the team in 2015, built staff from 4 to 15, owning passenger and driver lifecycle from onboarding through to retention, loyalty and winback.Managed $50M+ annual incentive budget, driving millions of rides per quarter through targeted programs delivered via email, push, and in-app channels.Developed, launched and scaled inactive passenger program that was among Lyft’s top activation channels, as measured by volume and CPA efficiency.Implemented full engagement marketing toolkit, opening new channels including automated emails, push notifications, in-app messages, and SMS.

Developed lifecycle and engagement strategy from the ground up as the company’s first retention growth hire. Focused on driving activation, retention and referrals through multi-channel marketing automation programs (email, push notifications, in-app messaging, SMS).HighlightsServed as product lead for new data pipelines and engagement channels, including SMS and push.Designed and built automated lifecycle programs targeted at passengers and drivers.Ran multivariate tests in rapid iteration to uncover significant additional value from new and existing users.Led migration from Mailchimp to ExactTarget + Braze, from RFP to data architecture, responsive template development, launch and optimization.

Founded nonprofit focused on increasing environmental literacy among 1st and 2nd grade children. Scaled program from one classroom to over 200 per year, spanning 5 chapters in California and 2 in New York City. Managed all program growth, marketing, and fundraising, including a viral social media marketing campaign resulting in a $100K grant.

Defined email communication strategy; designed and built automated flows focused on activation, conversion and retention.Managed marketing automation deployments in both Marketo and Strongmail.

Defined email marketing strategy across multiple product lines, including GoToMeeting, GoToWebinar and Podio focusing on conversion from free trial to paid subscription. Led onboarding efforts focused on driving meaningful product usage for new signups.Collected and summarized user feedback to help guide product development road map.

Developed messaging content and approach for acquisition, retention & win-back campaigns.Pursued strategic efforts across web and email to optimize online marketing efforts.

Monitored customer feedback and usage behavior to guide product marketing and communication strategy.Researched and reported on competitive activity and feature development in collaboration and cloud markets.

Generated, compiled, and analyzed web marketing performance metrics to gauge campaign effectiveness.Identified and pursued process improvements across CRM communication channels.

Houzilla was an expense management and eCommerce platform for roommates. We set out to make it easier than ever to split bills and track IOUs, purchase shared house supplies online, and settle up each month. By automating tedious tasks like sending monthly reminders and collecting payments, we took the pain out of house management – creating better shared living experiences.I did a lot, and I loved it. Product management, growth marketing, UX/UI design, product marketing, customer development, CRM strategy, a little front-end development and everything in between.

Developed marketing materials and messaging architecture for US sales team.Assisted in writing and copyediting of press releases, feature articles, project proposals and web content.