BlockFi

1mo

Chief Marketing Officer

San Francisco, California, United States

Built a world class marketing team across Consumer Growth, Enterprise Institutional (B2B), Brand and Comms in the most dynamic industry in the world. Scaled team to 50+ worldwide, managed $XXM budget, and developed premium brand across global client base.

Senior Vice President Marketing

San Francisco, California, United States

Credit Karma

1mo

Senior Director, Head of Marketing - Personal Loans

San Francisco Bay Area

As Head of Marketing for Personal Loans, I am responsible for the strategy, execution, and attainment of >$1XX M in revenue leveraging paid and owned marketing channels, product marketing, creative, and brand strategy. Successfully green-fielded $0 to $XX M paid acquisition between 2018 to 2019. Most importantly, I have the privilege of recruiting and developing an incredible team of independent thinkers who love to learn and grow every day. Cross functionally, I partner closely with Product, Engineering, Design, Finance, Analytics and Data Science, as well as interface consistently with our Executive Committee. Key channel & Mar-Tech experience: - Digital channels: SEM, paid social, programmatic display, 1:1 offsite remarketing - Owned channels: email, push, site optimization, site placements - Offline channels: TV, connected TV / OTT, radio - Mar-Tech: Liveramp, Tealium, Adobe Target, Wordpress, Branch, Datorama

Senior Director, Product Marketing - Credit Cards & Marketplace

San Francisco Bay Area

Product Marketing leader for the largest revenue vertical (Credit Cards) and for Marketplace. Responsible for attainment of $XXX M in annual revenue across paid and owned marketing channels. Product Marketing experience includes: - Positioning statement development - Creative briefing and testing for TV, radio, email, and digital ads - Quantitative value prop testing - User interviews both online and in the field - User journey mapping

Senior Director, Performance Marketing - User Acquisition

San Francisco Bay Area

Owned User Acquisition across all digital marketing channels and strategies. Scaled budget by 6x to $XX M of annual spend within strict CPA to LTV targets. Strategies and channels included: 1) SEM 2) Programmatic display 3) Paid social - FB/IG, TWTR, PINS, SNAP 4) Native app install networks 5) SEO 6) New User Onboarding / Conversion Rate Optimization

Apartment List

1mo

Vice President of Growth & Data Science

San Francisco Bay Area

Apartment List is one of the largest rental marketplaces, with 3M monthly visitors, of which 70% are mobile. Named the #3 fastest growing company in the Bay Area, Apartment List is backed by Matrix Partners, who led our Series A round in Q4 2013. As VP of Growth & Data Science, I lead a team team focused on increasing the Company's demand side value proposition across the following initiatives: Data Science: * Data blog: publish pricing trends based on listing data from our platform on a national, state, and city basis: www.apartmentlist.com/rentonomics * Renter survey: surveyed >18,000 respondents providing insight into key topics such as renters'​ plans for homeownership, city satisfaction, and confidence in the economy: www.apartmentlist.com/survey Product: * User interviews: conducted in person user interviews to understand how renters search for apartments across channels and identify preferences around key registration decision points * User registration: validated complete revamp of user registration process utilizing 3rd party testing platform. Findings were incorporated into product roadmap and deployed sitewide in April 2015 Content: * Unique content generation: designed and product managed 150 pieces of unique content including design mocks, data structure, ticketing and QA * Media strategy: created media distribution strategy and acquired >20,000 contacts leveraging outsourced team of 20+ data gatherers SEM: * Campaign structure: created targeted detailed campaigns for 7 primary and 23 secondary MSAs including structuring, targeting, pricing strategy, ad copy, and keywords * Analytics: merge SQL and SEM data to monitor cohort campaign data and deliver ROI positive paid visits Press mentions: AP: http://bit.ly/1KRKSg6 Washington Post - http://aptli.st/1AHDiSR USA Today - http://aptli.st/1K3ykSp

Vice President of Operations

San Francisco Bay Area

Vice President of Operations (October 2013 - September 2014) Joined prior to Series A financing from Matrix Partners. Helped transition the business from a national, meta search business into a locally dominant pay per lease platform. To support this, I led paid user acquisition strategy, monetization, company analytics, and finance. SEM: * Created strategy and executed transition from a primarily national paid acquisition effort to hundreds of highly localized campaigns on desktop and mobile web. * Optimized conversion rate, bids, and CPA across campaigns, device type, keywords, ad design, and landing pages. * Utilized search, display, and re-marketing campaigns and tested various social channels. Native App Installs: * Designed and scoped native app install campaigns for both iOS and Android across paid install channels. * Monitored impact of paid installs on app store rankings and organic install volume. * A/B tested creative, targeting methods, and channels. * Created cohort tracking models for engagement and LTV analyses from scratch. Monetization: * Led daily revenue and GP management for meta search business. * Owned relationships for high value clients including in-person presentations, contract and pricing negotiations. * Instituted and optimized display advertising revenue. Analytics: * Led daily reporting of key audience, monetization, and conversion rate metrics. * Moved analytics and reporting off of daily manual Excel and email processes onto data visualization platform (Chartio). * Created dashboards for company-wide operating KPIs. Finance: * Owned company financial model, Board and bank reporting, and weekly leadership meeting KPIs. * Primary contact for banking relationship (Square 1). * Led two 409A valuation processes.