Experience

Feed Media Group (FMG)

• United States
• Software Development
• 1 - 100 Employee

• Senior Product Marketing Manager

  • Feb 2022 - Sep 2022

  San Francisco, California, United States Led company GTM strategy and execution to determine product marketing fit for nascent Adaptr.com, a music-as-a-service (MaaS) solution for growth-stage businesses looking to add major- and indie-label music into their mobile apps and other digital experiences. • Conducted market research for potential opportunity-rich verticals and use cases, including overall market size, contours, addressability (TAM), competitive landscape, industry gaps, and Adaptr differentiators • Led qual user… Show more Led company GTM strategy and execution to determine product marketing fit for nascent Adaptr.com, a music-as-a-service (MaaS) solution for growth-stage businesses looking to add major- and indie-label music into their mobile apps and other digital experiences. • Conducted market research for potential opportunity-rich verticals and use cases, including overall market size, contours, addressability (TAM), competitive landscape, industry gaps, and Adaptr differentiators • Led qual user research including individual interviews, focus group, and surveys to identify and prioritize prospects and their pain points for product optimization • Created comprehensive and persona-specific positioning and messaging documents, including updated value prop, messaging pillars, and proof points • Updated marketing asset library, including pitch decks, sell sheets, battlecards, testimonials • Developed and tested prospect personas for both acquisition/adoption and actionable learnings • Analyzed performance and learnings data to measure progress, identify choke points, and optimize • Recommended changes to product features, functionality, and pricing approach to address prospect needs/wants • Audited and updated site organization, messaging, and flow for tighter, more action-driving experience • Developed case study of key client, including demos, videos, call-outs • Partnered with internal cross-functional stakeholders in Product, Engineering, Music Affairs, Sales, Marketing, Curation, and Customer Success for product visibility, prioritization, and roadmapping • Worked with key external partners like Warner Music to identify and strategize opportunities for innovation and thought leadership, including academia, accelerators, and development studios Show less



Self-Employed

• Advertising Services
• 700 & Above Employee

• Arts Marketing Consultant

  • Feb 2020 - Feb 2022

  San Francisco Bay Area Provided marketing expertise to individual art galleries, institutions, and publishers to drive visibility, repeat online visits (due to pandemic), art purchasing/collection, media interest, artist reputation and legacy. • Conduct market research trends analysis • Web site and outreach analysis and recommendations • Strategize bespoke gallery experiences manageable with minimal staff • Write announcements and press releases • Develop content • Art book and photobook… Show more Provided marketing expertise to individual art galleries, institutions, and publishers to drive visibility, repeat online visits (due to pandemic), art purchasing/collection, media interest, artist reputation and legacy. • Conduct market research trends analysis • Web site and outreach analysis and recommendations • Strategize bespoke gallery experiences manageable with minimal staff • Write announcements and press releases • Develop content • Art book and photobook development, design, and editorial input Show less



PayPal

• United States
• Software Development
• 700 & Above Employee

• SENIOR PRODUCT MARKETING MANAGER, ENTERPRISE PARTNERS & SMBs

  • Nov 2012 - Nov 2019

  San Francisco Bay Area Key Accomplishments • Led nascent global marketing strategy for cross-sell of PayPal Business Debit Mastercard®, PayPal Business Loans, PayPal Here, and PayPal Invoicing • Developed comprehensive messaging guidelines for new creative platform targeting merchant cross-sell/ upsell, and connecting brand and products into thematic value props for Global markets • Developed marketing program for Walmart marketplaces partnership and drove from pilot to scale, exceeding KPIs and gaining… Show more Key Accomplishments • Led nascent global marketing strategy for cross-sell of PayPal Business Debit Mastercard®, PayPal Business Loans, PayPal Here, and PayPal Invoicing • Developed comprehensive messaging guidelines for new creative platform targeting merchant cross-sell/ upsell, and connecting brand and products into thematic value props for Global markets • Developed marketing program for Walmart marketplaces partnership and drove from pilot to scale, exceeding KPIs and gaining actionable learnings extensible to other marketplaces • Developed innovative, ecosystem-focused distribution partner strategy to promote PayPal online payment solutions for retailers and other SMBs • Co-led overhaul of internal marketing ops process, resulting in much-needed improvements in end-to-end communication/coordination between marketing and marketing operations Key Responsibilities • Develop GTM plans for new products and product enhancements for integration into partner ERP, ecommerce, and back-end management SaaS platforms for B2B and B2C customers • Develop global strategies to x-sell/up-sell merchants into holistic suite of PayPal solutions • Develop brand, value prop, and messaging/narrative framework • Develop/optimize analytics plan and target/test plans to deliver strong life-time value

• HEAD OF PARTNER & RETAIL CHANNEL MARKETING, IN-PERSON PAYMENTS

  • Nov 2014 - Nov 2016

  San Jose, California, United States Key Accomplishments • Developed marketing and GTM strategy + sales enablement assets and training for PayPal’s SDK solution to mid-market and enterprise-level in-person POS • Developed branded & co-branded value props, and messaging/narrative frameworks • Executed marketing programs and promotions extensible across partner channels • Led marketing across all aspects of in-person payments business in major retail channels • Developed/executed customized annual and quarterly… Show more Key Accomplishments • Developed marketing and GTM strategy + sales enablement assets and training for PayPal’s SDK solution to mid-market and enterprise-level in-person POS • Developed branded & co-branded value props, and messaging/narrative frameworks • Executed marketing programs and promotions extensible across partner channels • Led marketing across all aspects of in-person payments business in major retail channels • Developed/executed customized annual and quarterly marketing plans with key retail distribution partners, including Microsoft, Apple, AT&T, Staples, Office Depot, and others • Generated over $500M in TPV for app-based offline payment product within retail channels • Evaluated and consolidated retail distribution network and acquisition strategies to yield a more focused footprint with greater post-acquisition activation, long-term use, and ROI Key Responsibilities • Develop marketing strategies for PayPal’s holistic approach to mid-market offline POS • Develop brand, value prop, and messaging/narrative framework • Execute marketing programs with analytical foundations to measure success and drive scale • Lead marketing across all aspects of in-person payments business in major retail channels • Develop/execute customized annual and quarterly marketing plans with key retail distribution partners



PayPal

• United States
• Software Development
• 700 & Above Employee

• HEAD OF MARKETING, MICROPLACE (investing in global entrepreneurship in underdeveloped countries)

  • Dec 2010 - Oct 2012

  San Jose, California Key Accomplishments • Elevated company to leadership position in social capital industry, increasing profile, fostering innovative thinking and thought leadership, driving collaboration with other cause-related brands, and driving investor growth • Overhauled brand, messaging, and visual identity to shift targets from donators to investors • Guided product modifications to increase retention and drive portfolio expansion

• SENIOR MARKETING MANAGER—SEASONAL CONSUMER PROMOTIONS

  • Jan 2006 - Dec 2010

  San Jose, California Key Accomplishments • 2009 Holiday Shopping campaign exceeded incremental total payment volume (TPV)/Rev goals by 50%, increased incremental TPV by 71% YoY, and drove +100% YoY efficiency in impression-to-txn volume; budget was 55% less than Holiday ’08, yielding 1st-ever positive ROI • 2007 Back-to-School campaign leveraged “kids-as-hero” concept to exceed all TPV and Rev goals; cause marketing component, highlighted by support for in-need DC-area public school, resulted in multi-day… Show more Key Accomplishments • 2009 Holiday Shopping campaign exceeded incremental total payment volume (TPV)/Rev goals by 50%, increased incremental TPV by 71% YoY, and drove +100% YoY efficiency in impression-to-txn volume; budget was 55% less than Holiday ’08, yielding 1st-ever positive ROI • 2007 Back-to-School campaign leveraged “kids-as-hero” concept to exceed all TPV and Rev goals; cause marketing component, highlighted by support for in-need DC-area public school, resulted in multi-day promos & emotional program segment on Ellen Degeneres • Grew key social media network from 20K to 220K followers in 4-month period, creating current organic growth of ~7K new followers per week • Developed innovative consumer co-marketing programs that drove or accelerated checkout integration and upgrades with Walmart, Nike, Best Buy and other key retailers Key Responsibilities • Consumer-focused, partner-rich marketing programs that drove incremental acquisition, activation and engagement with PayPal checkout and other products/features • Developed retailer and partner co-marketing programs and plans • Developed annual marketing plans, with business cases, forecasts and budgets • Developed/executed specific marketing programs and nested campaigns—from front-end strategy/concepting to post-campaign and programmatic impact analysis • Managed direct reports, matrixed cross-functional teams, and external agencies



eBay

• United States
• Technology, Information and Internet
• 700 & Above Employee

• SENIOR MARKETPLACE MANAGER—BOOKS, MUSICAL INSTRUMENTS

  • 2001 - 2005

  San Jose, CA Key Accomplishments •Met category growth targets while accelerating growth of key, high-AOV books categories Improved relationship with key bookseller partners through strong community relations •Met or exceeded category and revenue growth expectations throughout tenure •Changed eBay image as interloper to “friend of industry” and signed major music retailers •Leveraged no-cost partnerships to increase awareness and sales Key Responsibilities • Partner management and… Show more Key Accomplishments •Met category growth targets while accelerating growth of key, high-AOV books categories Improved relationship with key bookseller partners through strong community relations •Met or exceeded category and revenue growth expectations throughout tenure •Changed eBay image as interloper to “friend of industry” and signed major music retailers •Leveraged no-cost partnerships to increase awareness and sales Key Responsibilities • Partner management and integration • End-to-end development and execution of marketing and business plans for category • Balanced inventory and demand growth Show less



Homes.com

• United States
• Real Estate
• 100 - 200 Employee

• SENIOR DIRECTOR, MARKETING, SITE AND PRODUCT DEVELOPMENT, COMMUNICATIONS

  • 1997 - 2001

  Menlo Park, CA Key Accomplishments • Wrote business plan used to secure $38.5 million in venture funding • Led development of flagship Web storefront product, resulting in sales of $30M • Developed v3 of consumer Web site, yielding 200% increase in repeat visitors • Exceeded year 2000 objectives at 50% under budget • 150% increase in online advertising revenue, with 75% decrease in cost of revenue Key Responsibilities • Ownership of brand, national consumer marketplace and corporate… Show more Key Accomplishments • Wrote business plan used to secure $38.5 million in venture funding • Led development of flagship Web storefront product, resulting in sales of $30M • Developed v3 of consumer Web site, yielding 200% increase in repeat visitors • Exceeded year 2000 objectives at 50% under budget • 150% increase in online advertising revenue, with 75% decrease in cost of revenue Key Responsibilities • Ownership of brand, national consumer marketplace and corporate site • Business, product development, and marketing oversight for all major product initiatives • Managed 18-member team of product development, marketing, PR, and creative Show less



Ecology and Environment, Inc.

• United States
• Environmental Services
• 100 - 200 Employee

• Regional Director, Marketing and Publications

  • 1989 - 1997

  Tallahassee, FL Key Accomplishments Led business development & marketing efforts resulting in contracts valued at > $100M Introduced technology-driven, multimedia approach to company’s marketing efforts Key Responsibilities Business & partner development Strategy and execution of marketing efforts and contract proposals