Portfolio
Curious what my services look like in action? Check out just a few of my favorite projects.
MARKETING STRATEGY
E2E Marketing Management for Arteza
I helped Arteza get & stay ✨organized✨
Coming into the team in the height of Q4 madness, I created a kicka** campaign management process to enable the team to:
1. Brief in our gauntlet of seasonal campaigns
2. Standardize what products we were featuring (out of thousands of SKUs)
3. Ensure the core campaign message was consistent across all channels
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I also developed the go-to-market strategy for a new category launch, Soft Crafts 🧶, identifying unique market positioning for our products and owning the creative strategy from insight to story development.
PRODUCT MARKETING
Flagship Launch for InsureWomen
I led the holistic go-to-market strategy and execution for InsureWomen's national launch.
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I up-leveled product messaging prior to launch, tested new value propositions with paid ads to understand consumer need states and redesigned the website to optimize for sign-ups as a part of the founding member campaign.
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Additionally, I worked 1:1 with the founder to understand the core pillars of the brand and put together a brand architecture strategy to ensure the brand storytelling was consistent across all channels.
PRODUCT MARKETING
Birth Control Launch for Modern Fertility
I led the E2E launch of Modern Fertility’s first contraceptive offering, expanding our product portfolio and brand relevancy beyond women who are trying to conceive to women who are actively avoiding pregnancy.
I owned competitive landscaping, messaging and positioning, target persona development, pricing & promotions and holistic go-to-market strategy. I partnered with product and clinical research teams to bring key consumers benefits to the forefront of the launch and created evergreen consumer messaging focused on RTBs and claims.
PRODUCT MARKETING
SmileAdvisor for Procter & Gamble
SmileAdvisor is the first ever venture in the oral care category to combine P&G's superior products with a diagnostic solution that empowers consumers to detect oral health issues from the comfort of their home.
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I led the new venture development process from consumer insight to product development to in market pilot execution in just three months. On a nominal four digit budget, we achieved a 18% interaction rate with a dental professional in our first pilot and a record high CTR on ads across all acquisition channels with consumer-first marketing.
PRODUCT MARKETING
Oral-B Sense & Guide for Procter & Gamble​
P&G created the first ever Wifi-enabled power toothbrush, designed to enable better daily oral health habits over time.
I led the end to end GTM strategy from product research to value proposition development to consumer-facing messaging / positioning.
I launched the product at CES 2020 with a DTC-first approach, achieving a $12 CPA. Additionally, I created an integrated product strategy for how to scale this technology to all Oral-B power toothbrushes by 2025.
BRAND MARKETING
Rebranding for Pilot44
Partnering with an agency based in France, Wokine, to lead a fullstack rebrand of Pilot44, elevating the look, tone and feel to match the power of Pilot44's work.
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Previously, Pilot44 had only a template, brochure site that did not reflect the identity of innovation services the company offered BigCos. I created the brand pillars, requirements and overarching strategy and partnered with Wokine to create a new logo, brandbook, website and other marketing assets that reflects Pilot44's heart: existing outside the box.
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