Resume

At a glance

08.2024 - Present

Principle Product Marketer

eCommerce

Whole Foods Market / Amazon

Responsible for eCommerce product portfolio, partnering with product, research, and channel marketing teams to analyze and interpret results, optimize campaign performance, and identify growth opportunities to achieve growth targets in 2025.
Architected, presented and achieved consensus on a 2025 eCommerce Product Marketing Strategy for Whole Foods Market's (WFM) new online grocery subscription
service within the first month at WFM.
Exceeded WFM Subscription service goals, hitting EOY targets by October, ultimately exceeding FY24 goal by 38%.
Championing and directing the first-ever multichannel lifecycle program for WFM designed to reduce subscription churn by 20% and drive long-term retention via
omnichannel shopping behavior.

01.2023 - 06.2023

Senior Director

Brand & Product Marketing

data.ai

Oversaw a global team of 15 creative and content marketers to pioneer and implement an inaugural brand architecture and positioning which led to the streamlined execution of six product launch campaigns within a span of six months.
Secured a $10M sales pipeline in one quarter through the implementation of demand gen and integrated B2B marketing strategies.
Distilled complex technical concepts related to AI and ML into digestible, audience-appropriate marketing strategies, creative messaging and campaigns that drove awareness, adoption, and growth.

10.2021 - 11.2022

Director

Brand & Product Marketing

Twitter

Restructured the copywriting team to align with Twitter's B2C and B2B verticals, integrating both traditional and performance marketing tactics to safeguard advertising revenue, which accounted for 85%-90% of Twitter's total revenue.
Defined multiple product visions and positionings for myriad cross-functional teams, while ensuring consistent application of Twitter's overall voice and tone.
Applied research and testing frameworks to enhance creative strategies and allocation of resources, resulting in improved process efficiency and effectiveness.
Guided, protected and facilitated compassionate communication within the team during organizational challenges, securing zero percent organic attrition.

10.2014 - 06.2021

Multiple Roles

Electronic Arts (EA)

Senior Director, Strategy & Operations 04.2019 - 06.2021

Guided global operations and product roadmap optimization for EA's mobile gaming division, enhancing operational efficiency and facilitating seamless onboarding processes post-acquisition of a new studio.
Spearheaded a transformative change phase by defining a distributed work model, the by product of which was improved team morale and sustained productivity levels.
Ran virtual, global events for 2,000+ worldwide employees in multiple timezones.

Senior Director, Product Development 08.2018 - 04.2019

Embraced leadership, teamwork, problem-solving, and empathic communication skills to compassionately manage a multinational, cross-functional team of 130 employees through change management, resulting in a 30% improvement in team health metrics, increased morale, and reduced attrition rates.
Implemented feature prioritization and controlled scope creep to produce a strategic roadmap and successfully achieve milestones.
Restored strategic partnerships with key licensors by leveraging brand management expertise and active listening skills.

Senior Director, Product & Marketing 05.2017 - 08.2018

Spearheaded the management of a $70M live, online gaming service featuring over 100 casual games as General Manager.
Directed a multinational, cross-functional development team of 80 creative individuals, and harmonized robust priorities into a comprehensive roadmap that delivered above plan.
Successfully transitioned 80% of revenue-generating business away from an unsustainable platform, demonstrating stabilized business decline, and reduced operational costs by 50%.

Director of Marketing 10.2014 - 05.2017

Led a team of 18 performance marketers, product managers, community managers, and UX managers.
Leveraged Google Analytics in top-of-funnel, performance-based, social, and lifecycle marketing strategies, achieving positive return on advertising spend (ROAS).
Translated customer insights and needs into a product plan that delivered a 20% year-over-year increase in average revenue per spender (ARPS).

Director, Product Marketing 10.2014 - 05.2017

Originated the GTM plan for one of EA’s first mobile game titles.
Leveraged product dev team milestones and user journey to inform a synchronized marketing calendar and action-oriented app store messaging (iOS and Android).
Constructed customer funnel, as well as monetization, driving KPIs and positive LTV to maintain app store ranking in top 10.

01.2000 - 10.2012

Additional Experience

Marketing Manager

Southwest Airlines 12.2008 - 10.2012

Managed an array of national advertising, branded entertainment and direct marketing agencies, supervising multi-million dollar budgets for award-winning campaigns.
Spearheaded lifecycle marketing endeavors for the All-New Rapid Rewards Loyalty Program.
Articulated brand vision and translated brand vision, concept pitches and campaigns, building consensus up to CEO and executive team.

Gap Inc. 03.2006 - 10.2008

Built and reporting out customer lifecycle CRM campaigns, audience segmentation and targeting across Gap Inc.'s portfolio of brands.
Identified editorial stories, developed creative briefs and drove growth strategies through affiliate marketing and SEO/SEM optimization for Piperlime.com.

Electronic Arts (EA) 01.2000 - 03.2006

Oversaw cross-platform product marketing strategy and execution for Harry Potter and The Lord of the Rings franchises, including Go-To-Market plans, global events, and film premieres.
Assisted in product marketing execution for The Godfather franchise.
Managed partner relationships with Christopher Little Literary Agency (for J.K. Rowling), Warner Bros Studios (Harry Potter), Tolkien Estate (The Lord of the Rings), and (then) New Line Cinema (The Lord of the Rings).