EXPERIENCE

Below is a sampling of my work experience, additional information and case studies are available upon request.

At Hungryroot, I spearheaded brand marketing initiatives for the leading personalized grocery service dedicated to simplifying healthy eating. As the Senior Manager of Brand Marketing, my contributions helped drive a revenue growth of 40% year-over-year and increase in customer retention rates.

In my role, I led customer communications initiatives and played a key role in the development of the product marketing function. I worked cross-functionally with key stakeholders across creative, product, social, culinary, growth & CX to launch innovative recipe formats, brand partnerships and DRTV creative.

Responsibilities

  • Established a robust Product Marketing practice, instituting collaboration frameworks and measurement methodology.

    Authored brand marketing briefs and oversaw development of assets & communications for launches across website, in-app, email, social & blog.

  • Audited & optimized the onboarding flow, executed order reminder email & SMS tests.

    Communication strategy for product recalls and sustainability pilots, benchmarks for customer conversions.

  • Managed creative operations for 3 different television spots, including external production partners and internal stakeholder reviews.

As a member of the pioneering team at Too Good To Go, an award-winning B Corp certified app recognized by Fast Company’s World Changing Idea Award and listed among TIME’s 100 Most Influential Companies, I played a crucial role in the company's US market launch.

During my tenure, the app successfully expanded into 14 new cities, acquiring over 3 million users, and saving over 3 million meals. As the US Content Lead, I was entrusted with overseeing the entirety of the company's digital footprint, including social media, influencer engagement, CRM, website, blog, advocate program, and local messaging strategy.

One of my proudest accomplishments was cultivating a vibrant social community of Waste Warriors from the ground up, driving our organic following from zero to an impressive 150K+ within a span of just two years. As I discussed with trade press, the word of mouth driven through our social community had a tangible impact on the company’s mission to fight food waste.

Responsibilities

  • US lead for content strategy and development across organic and paid social channels, CRM, website, blog, influencer & advocate.

    Researched anti-food waste tips and impact statistics for content development. Launched and contributed to blog where I interviewed sustainability experts.

    Planned and shot videos for paid social ads, including the top performing asset for driving conversions.

  • Cultivated a social community of “Waste Warriors” from scratch, growing organic social footprint to 150K+, launching new channels such as TikTok and managing influencer and ambassador programs.

    Check out my interview with Modern Retail here.

    Single-handedly executed 100+ social influencer partnerships and developed an influencer playbook to educate 16 countries globally on best practices.

    Worked closely with paid acquisition team to amplify content, driving significant app downloads.

  • Oversaw all US email and push notification activity with both local and national messaging to highlight indie and key account partners, re-engagement and referral campaigns, product marketing and impact messaging.

  • Guided the development of the US brand tone of voice and localization of brand campaigns and educational initiatives, working collaboratively with global teams across 16 countries.

    Established cross-departmental collaboration models to ensure consistency and efficiently with Creative, Success, Sales, Expansion, Brand Partnerships and Paid UA teams.

    Developed briefs and coordinated local campaigns with integrated media partners including radio and online publishers such as Food52.

While on the agency side as an Associate Director of Social & Influencer Marketing, I worked with HBO for 6+ years, contributing to the successful launch of their shows and original films across the social landscape through innovative advocacy programs, strategic creator partnerships, exclusive social set visits, and memorable screening events.

Some of the standout campaigns I led include:

  • The Looking Artist Sessions: Partnered with LGBTQ+ artists and tastemakers on an immersive set visit to profile the colorful characters of the acclaimed series, Looking.

  • #MyBigLittleLie: Launched a multi-layered influencer program to drive tune-in among a new audience for Big Little Lies. The program included thumb-stopping content playing with carefully curated social feeds, eventized viewing and advocacy outreach.

  • Personal Daemons: Immersing fans into the enchanting world of His Dark Materials, my team conceptualized a captivating campaign wherein fans received personalized "daemons", reflecting their social media personas. We achieved a 90% organic share rate and earned press.

Responsibilities

  • Led team brainstorms, conducted social listening to obtain key insights and fan sentiment, pitched and sold through campaign concepts to brand.

  • Created vetting criteria, carefully selected key influencer & artist partners as well as advocates to engage for each project.

    Led outreach, contracting and negotiations (when applicable), content reviews, revisions and results.

  • Primary client liason, managing budgets, timelines and internal team.

    Gathered and consolidated results and learnings into campaign recaps for merchandising among leadership teams.

  • Kept clients up to date on the latest social trends, industry news and areas of opportunity.

Additional clients

Work samples & case studies available upon request.