Experience

Upwardli

• United States
• Financial Services
• 1 - 100 Employee

• Co-Founder & CMO

  • Oct 2023 - Present

  Seattle, Washington, United States In 2023, we shouldn’t still be *systematically* holding people out of the US financial system, should we? We don't think so. So we are unlocking access to the financial system that most of us (on LinkedIn) are already in, but many are not. Upwardli is a credit onramp for the 50 million people in the U.S. who are 'new' to credit. Founded in 2021, Upwardli is backed by industry-leading investors, including Dundee Venture Capital, Techstars, J4 Ventures, Cascade Seed Fund… Show more In 2023, we shouldn’t still be *systematically* holding people out of the US financial system, should we? We don't think so. So we are unlocking access to the financial system that most of us (on LinkedIn) are already in, but many are not. Upwardli is a credit onramp for the 50 million people in the U.S. who are 'new' to credit. Founded in 2021, Upwardli is backed by industry-leading investors, including Dundee Venture Capital, Techstars, J4 Ventures, Cascade Seed Fund, Temerity Capital Partners and Avesta Fund, in addition to operators from the world's best fintech and tech brands. Our team is based in Milwaukee and Seattle. Check us out at: www.upwardli.com

• Fractional CMO

  • Feb 2023 - Sep 2023

  Seattle, Washington, United States



Self-employed

• Growth Consultant

  • May 2020 - Present



Persona, a Nestlé Health Science company

• United States
• Wellness and Fitness Services
• 1 - 100 Employee

• Chief Growth Officer

  • Dec 2020 - Nov 2022

  Seattle, Washington, United States Led growth.



Flyhomes

• United States
• Real Estate
• 200 - 300 Employee

• Chief Marketing Officer

  • Apr 2018 - May 2020

  Greater Seattle Area Venture-backed (Series B) Real Estate Startup • Built hypothesis-driven, data-informed Marketing function from 2 to 18 people, driving overall new client growth by 474%, reducing paid acquisition costs by 60%, and increasing channel diversity. • Scaled digital channels from <10% of total new clients created to >50% of total, including SEM, Paid Social Media, and Display. • Originated and scaled inside sales team based on key performance metrics to drive conversion and… Show more Venture-backed (Series B) Real Estate Startup • Built hypothesis-driven, data-informed Marketing function from 2 to 18 people, driving overall new client growth by 474%, reducing paid acquisition costs by 60%, and increasing channel diversity. • Scaled digital channels from <10% of total new clients created to >50% of total, including SEM, Paid Social Media, and Display. • Originated and scaled inside sales team based on key performance metrics to drive conversion and high-quality clients for Brokerage and Mortgage teams. • Established investment framework, marketing attribution model, and campaign-level feedback loops that have maximized efficient growth (<4-month payback) across all channels. • Created brand strategy and oversaw rebuild of website design and content, outbound marketing channels, and social media channels within 4 weeks prior to Series A announcement (May 2018). • Sourced and selected PR agency and developed awareness strategy that has successfully driven coverage at the national level (Wall Street Journal, Bloomberg, Forbes, Fortune, Business Insider, Marketwatch, and Fast Company) and in regional markets (Seattle Times, GeekWire, SFGate). • Oversaw build out of data tracking, reporting and key business metrics, taking Analytics function from Excel spreadsheets to a robust, SQL-driven framework that enables near-real-time decision-making. • Led re-branding exercise with external agency focused on brand strategy, verbal identity, and visual identity. Show less



Remitly

• United States
• Financial Services
• 700 & Above Employee

• Director, North America + Australia Origination

  • Jan 2018 - Mar 2018

  Greater Seattle Area • Led business management of all remittance corridors originating in North America and Australia, with responsibility for driving growth (>100% YoY) and overseeing P&L for ~95% of company revenue

• Director, Marketing

  • Apr 2017 - Jan 2018

  • Increased monthly new customer acquisition by 184% across channels including Paid Search, Facebook, SEO, Referral, Affiliate, TV and Radio, while reducing per-customer acquisition costs by 55%. • Launched and led cross-functional Lifecycle Marketing team to drive customer retention. • Partnered with Product leadership to identify high-risk/high-reward product innovation opportunities for investment.

• General Manager, India

  • Apr 2015 - Apr 2017

  Greater Seattle Area • Recruited to build and lead newly-formed India team (4 direct reports) with P&L responsibility for the largest remittance receive corridor in the world (~$70Bn) and focus on US, Canada, and UK markets. • Improved customer lifetime value (LTV) by 26.4% and lowered payback from >19 months to <6 months via aggressive hypothesis-driven, test-and-learn agenda. • Increased revenue ARR by 1,100% and estimated market share for US-India corridor from ~1% to ~22% (based on World Bank… Show more • Recruited to build and lead newly-formed India team (4 direct reports) with P&L responsibility for the largest remittance receive corridor in the world (~$70Bn) and focus on US, Canada, and UK markets. • Improved customer lifetime value (LTV) by 26.4% and lowered payback from >19 months to <6 months via aggressive hypothesis-driven, test-and-learn agenda. • Increased revenue ARR by 1,100% and estimated market share for US-India corridor from ~1% to ~22% (based on World Bank data) within 2.5 years.



Zulily

• United States
• Retail
• 700 & Above Employee

• Director, Retention Marketing

  • May 2014 - Apr 2015

  Greater Seattle Area • Oversaw all revenue-producing retention marketing, driving ~45% of annual revenue (~$630M) • Led zulily team responsible for beta integration with Facebook Messenger launched at F8 in March 2015. • Partnered with Data Science team to develop customer propensity algorithms to predict purchase and churn models to maximize member LTV. • Led daily email personalization efforts to scale 1-to-1 marketing to 10+ million unique recipients, resulting in $45 million annualized incremental… Show more • Oversaw all revenue-producing retention marketing, driving ~45% of annual revenue (~$630M) • Led zulily team responsible for beta integration with Facebook Messenger launched at F8 in March 2015. • Partnered with Data Science team to develop customer propensity algorithms to predict purchase and churn models to maximize member LTV. • Led daily email personalization efforts to scale 1-to-1 marketing to 10+ million unique recipients, resulting in $45 million annualized incremental demand gain.

• Retention Marketing Manager

  • Nov 2010 - Apr 2014

  • Built and led data-driven retention marketing team (6 direct reports, 15 total), with heavy emphasis on test-and-learn performance marketing to drive member engagement and repeat purchase across major owned and organic revenue channels, including email, push/local notifications, SMS, and social media. • Initiated, and subsequently oversaw, scaling of trigger email program from 4 to 65 unique trigger emails, representing 5.6% of total inbound traffic (70% CAGR). • Oversaw referral… Show more • Built and led data-driven retention marketing team (6 direct reports, 15 total), with heavy emphasis on test-and-learn performance marketing to drive member engagement and repeat purchase across major owned and organic revenue channels, including email, push/local notifications, SMS, and social media. • Initiated, and subsequently oversaw, scaling of trigger email program from 4 to 65 unique trigger emails, representing 5.6% of total inbound traffic (70% CAGR). • Oversaw referral acquisition program focused on high-value members, with iterative testing that increased referral invites by 67% and optimization campaigns that significantly reduced CPA and generated 17% lift in joins, 12% activation lift, and 31% lift in overall demand. • Initiated team and provided roadmap for proprietary multi-channel campaign management product to create and optimize lifecycle and promotional campaigns, scale personalization, and ensure consistent member experience across platforms. • Oversaw RFP, selection, and transition to new email service provider (ESP), leading to higher deliverability (>95% inbox) and 20x faster email delivery at a 79% cost savings over previous provide.



Bernstein Private Wealth Management

• Investment Management
• 500 - 600 Employee

• Senior Private Client Associate, Assistant Vice President

  • Nov 2009 - Oct 2010

• Senior Private Client Associate

  • Nov 2006 - Nov 2009

• Private Client Associate

  • Jan 2005 - Nov 2006



Family Office Exchange

• United States
• Individual and Family Services
• 1 - 100 Employee

• Relationship Manager and Consultant

  • Jan 2003 - Jan 2005

  • Actively managed 300+ family office members with average asset size of $330 million. • Directed new trial membership initiative, achieving a 90% conversion rate. • Developed membership utilization report to more effectively service and cross-sell to members, increasing existing membership retention rate from 82% to record high of 85%. • Launched consulting engagement focused on market positioning and consumer perceptions for financial institutions entering ultra-high net worth… Show more • Actively managed 300+ family office members with average asset size of $330 million. • Directed new trial membership initiative, achieving a 90% conversion rate. • Developed membership utilization report to more effectively service and cross-sell to members, increasing existing membership retention rate from 82% to record high of 85%. • Launched consulting engagement focused on market positioning and consumer perceptions for financial institutions entering ultra-high net worth market. Show less



CEB, now Gartner

• United States
• IT Services and IT Consulting
• 700 & Above Employee

• Account Manager

  • Oct 2002 - Jan 2003

  • Coordinated program resources to ensure $3.5 million of renewal revenue on membership of 130+ members. • Delivered presentations of research findings to senior executives at Fortune 500 companies.

• Senior Research Associate

  • Oct 2001 - Oct 2002

  • Completed primary and secondary best-practices research in human resources and treasury functions, presenting findings directly to senior executives of Fortune 500 companies. • Received companywide "Best-of-Custom" award for excellence in research.

• Research Associate

  • Sep 2000 - Oct 2001