For over a decade, I have worked with brands to build out best-in-class growth & retention programs, design digital strategies, manage projects, and drive growth.

My career has largely focused on the lifecycle space, helping brands build smart and effective automations, build email programs from the ground up, increase revenue and decrease churn, and drive consumer engagement.

Through this work, I have become adept at project management, bringing a process-oriented mindset to marketing teams big and small. I have led multiple automation software migrations, managed day-to-day campaign production, and built go-to-market strategies for a number of products and international campaigns.

More recently, I’ve expanded on my skills as a marketer to the hospitality industry. Through this work, I have developed original content for web and social, designed print ads, and led event marketing to increase sales and reservations.

As the founder of on hand, I have also honed my skills as a brand director, head of content, and growth manager, increasing my subscriber base year-over-year.

I am comfortable taking the lead on big-picture thinking as well as going under the hood to get in the weeds. I build processes to optimize marketing programs, am solutions-oriented, and have a proven track record of successfully delivering on results.

  • September 2019 - Present

    • Oversee lifecycle and retention marketing strategies from first touch through consideration and decision.

    • Lead on automation software migrations — with a strong focus on Braze — to modernize CRM systems.

    • Develop strategies to acquire, nurture, and retain subscriptions across all platforms.

    • Design, test, and launch automated journeys to increase engagement and decrease churn.

    • Define, build, and scale project and content management systems, tools, and best practices.

    Clients: GoodInside, Pasta Louise, Misfits Market, Bond Vet, Well Traveled, Piccolina Kids

  • writer, editor, brand director, head of content, etc

    January 2021 - Present

    • Conduct and edit interviews, and write, develop, and photograph original recipes.

    • Create content for social and weekly issues, develop new editorial initiatives, and manage partnerships.

    • Grow subscribers by championing visual identity, tone/feel, and brand guidelines across all platforms.

  • Director, Marketing & Brand

    March 2023 - Present

    • Design and implement growth strategies for email, social, SEO, and ads to increase reservations.

    • Create original content and editorial calendars for social, web, and in-house marketing.

    • Maintain websites and design signage with relevant information, content, and photography.

  • Lifecycle Marketing Strategist & Operations Manager

    August 2021 - October 2023

    • Onboarded and scaled Braze platform, and ensured project timelines and priorities were met.

    • Lead day-to-day marketing operations and managed yearly roadmap for subscription lifecycle business.

    • Developed and executed onboarding, nurture, cross-sell, and winback automations and campaigns.

    • Implemented best practices for campaign management, workflows, UTM tracking, and templates.

  • head of email, crm, & lifecycle marketing

    June 2018 - April 2021

    • Oversaw strategy and direction of Global Citizen's lifecycle and email program:

    • Directed an omni-channel strategy by building out the day-to-day send calendar, executing a robust testing roadmap, designed automations for different points in a users’ journey (e.g. onboarding, retention, winback), and managing go-to-market strategies for international events and campaigns.

    • Lead the email marketing campaign for Global Citizen’s yearly event in Central Park with a detailed festival-specific calendar, festival email templates, copywriting, and reporting to bring 60k+ attendees each year to the park to the park.

    • Built reporting tools, and created metrics and goals around event launches, measuring success and iterating post-launch.

    • Crafted a retention strategy using rewards to increase engagement with new and existing Global Citizens.

    • Oversaw a small team of global email marketers and directed strategy for GC’s 7 million-person list.

    • Collaborated with policy and content teams to craft a consistent and compelling narrative for email and push.

    In this role I:

    • Managed the positioning and launch strategy for GC’s largest-ever festival in Johannesburg, including email strategy, email KPIs, user acquisition, and copywriting, resulting in 70k+ event attendees and tens of thousands of actions taken.

    • Built the playbook for a “less is more” approach to emailing our users during festival season. Using targeted segmentation, we sent less emails overall to our users and exceeded our festival season KPIs.

    • Redesigned and built out new templates for the entire email program.

    • Completely overhauled the systems and processes the email team uses to be more effective and efficient at our jobs.

  • Email Team Lead

    November 2018 - November 2020

    Lead email teams for campaigns in 2018 (TX-102) and 2020 (Missouri State Senate).

    Flipped TX-102 seat for a progressive, first-time, Latina candidate and raised nearly $50k for Missouri candidate.

  • email implementation & crm manager

    June 2014 - June 2018

    • Managed GA’s 5.5 million-person email list by keeping a detailed and organized workflow, directed lifecycle marketing strategies, and QAed (links, content, UTM tracking) all 100+ weekly email campaigns.

    • Drove A/B and multivariate email tests to rapidly iterate on email optimization including segmentation, frequency, content, and template testing.

    • Managed workflow of 1 developer, 2 copywriters, 2 freelance copywriters, and 1 CRM manager.

    • Drove $300k in incremental revenue from GA’s 50k alumni through alumni-specific emails and newsletters.

    instructional assistant - digital marketing

    December 2014 - September 2018

    • Assisted with General Assembly’s on-campus and online part-time Digital Marketing Courses by conducting office hours, grading homework, and presenting on certain subjects.

    • Worked with at least 350 students in 15 instances.

  • Marketing & Communications Manager

    February 2012 - June 2014

    • Developed small-scale digital fundraising, marketing campaigns, and events to raise over $200k for the organization.

    • Facilitated a 100% YOY growth of social media platforms, managed Google AdWords account, wrote blog posts, and analyzed campaign data.