Growing businesses at scale.

Growth & Brand Marketing Expert

I pride myself on being a strong leader, effective communicator, and adaptive problem-solver, with a player/coach mentality that empowers my teams to excel. My expertise spans traditional D2C e-commerce, subscription-based, and retail businesses, with a strong focus on data-driven decision-making and customer-centric approaches.

It’s my passion to elevate brands and build communities. Let’s chat if you’re looking to do the same.

Head of Growth (2022 – 2024)

At Netflix, I was responsible for crafting the acquisition and retention strategy that drove the growth of the e-commerce business through paid, organic, and earned channels. This comprehensive strategy led to a significant increase in overall revenue through managing a multi-million dollar P&L, ensuring efficient resource allocation and optimal financial performance.

I also led cross-functional partnerships with broader Marketing, Tudum (Editorial), and Product teams, effectively integrating Netflix.Shop into the larger Netflix ecosystem as its e-commerce arm.

My efforts were recognized across the organization, and various teams actively sought me out for strategic consultation and support for their digital projects including developing Netflix’s first global acquisition strategy in three years. Additionally, I consulted on the growth strategy and website development for Retail, Live Experiences, Payments, and Product Marketing teams, driving millions in traffic and sales monthly for various campaigns and product launches.

VP of Marketing (2021 – 2022)

At Veestro, I played a crucial role in managing all agency relationships, which included overseeing media, PR, creative, and web development efforts. By providing strategic recommendations to the co-founders and department leads, I aimed to enhance customer experience and significantly increase conversion rates. This strategic overhaul, particularly in response to iOS 14.5 and CCPA privacy updates, led to a remarkable reduction in customer acquisition costs (CPA).

Additionally, I took on the task of rebuilding all customer engagement flows on platforms like Klaviyo and Attentive. This involved segmenting audience cohorts to ensure that our messaging was tailored to speak directly to each group’s unique preferences and needs, thereby improving overall engagement. A significant milestone in my tenure was completing a thorough rebrand. This process involved an in-depth analysis of our current customer demographics, identifying the target customers we aimed to attract, and subsequently transforming our brand’s aesthetic and voice. The goal was to resonate with a broader market of individuals interested in plant-based meals, thus expanding our reach and appeal.

Director of Marketing (2016 – 2021)

At Five Four Group, I was instrumental in driving year-over-year revenue growth through comprehensive oversight of all growth marketing campaigns, which included paid social, paid search, influencer marketing, email marketing, Amazon, affiliate marketing, and native advertising. I successfully scaled marketing budgets from low six figures to mid-seven figures monthly, ensuring that each dollar spent contributed to our overall growth objectives.

In addition to managing growth marketing, I developed and executed effective communications strategies for our brands across Instagram, Twitter, and YouTube. I also oversaw the planning and optimization of all newsletter, sale, and lifecycle emails through the Sailthru ESP platform, reaching over 2 million email subscribers. This effort led to a significant increase in open rates and click rates.

One of my key initiatives was launching the Menlo INSIDERS ambassador program, an engaging community where customers could interact, receive rewards, perks, and discounts, and build strong relationships and brand affinity. The INSIDERS program resulted in higher lifetime values (LTVs) and increased ad hoc spending.

I also successfully launched our Seasonal apparel service in 2018 and upgraded it in 2020, enhancing both the quality of apparel offered and the overall benefits available to customers. These improvements increased the average order value (AOV) and reduced overall churn.

Furthermore, I project-managed the launch of multiple Shopify stores, collaborating closely with content and engineering teams to ensure each site launched in under 45 days.

Growth Consultant (2015 – 2016)

As a Growth Marketing Consultant, I managed high 6-figure media monthly budgets for Facebook, Instagram, and Pinterest. My clients included brands such as Birdwell Beach Britches, Colorescience, DailyLook, Five Four Club, and Young & Reckless.

Additionally, I provided assistance to Director and Account Management team members with campaign strategy, creative suggestions, and performance optimizations on their accounts. With my own accounts, I conducted quarterly review sessions to discuss completed campaign results, upcoming corporate direction, and to formulate strategies for future campaigns.

Additionally, in an unofficial role of Product Manager, I assisted the CEO and Engineering department with the building of product and feature development for a new self-serve platform. This platform, called FlightPlan, won the 2015 Innovation of the Year competition from Facebook in July of the same year.

Senior Account Manager (2011 – 2014)

At AdParlor, I began my career as an Account Manager/Ad Operations Manager, where I managed and optimized ad campaigns for top brands such as Subway Canada, Target Canada, and Grey Goose. My responsibilities included executing ad trafficking, optimizing campaigns in real time, and analyzing data to improve performance. I worked closely with clients to provide creative consultation on ad copy and images that complied with Facebook policies, while also staying updated on industry standards and best practices. Additionally, I collaborated with Account Executives to develop sales pitches and complete RFPs that attracted new business and increased revenue.

Following my success in this role, I was promoted to Senior Account Manager for Canadian and US agencies. In this capacity, I managed millions of Facebook and Twitter revenue each quarter for major brands and agencies such as Molson Coors, Canada Dry Motts, MEC, Mediacom, and PHD. I was recognized as a top Account Manager by consistently surpassing personal and financial goals. I grew my book of business by managing relationships on a daily basis, presenting account reviews quarterly, and providing extensive client services, including weekly reports, ad hoc campaign requests, and accelerated response times to communications and problem resolutions.