strategy
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Strategic Marketing Leadership for Scalable, AI-Enabled Growth
I design and lead modern marketing ecosystems that drive growth, strengthen brand equity, and operationalize innovation. With over a decade of experience across B2B, B2C, and hybrid business models, I specialize in translating complex brand and business goals into integrated strategies that perform—spanning full-funnel acquisition, lifecycle engagement, and cross-channel storytelling.
My approach combines creativity with operational rigor. I’ve built high-performing teams, transformed legacy marketing operations, and embedded AI into day-to-day workflows—elevating both efficiency and strategic depth. From architecting brand frameworks to launching global GTM initiatives, I bring a systems-oriented mindset grounded in data, experimentation, and velocity.
Perspective That Scales
Led cross-functional initiatives that modernized marketing infrastructure, aligned executive stakeholders, and accelerated organizational priorities
Built and operationalized growth engines across early-stage startups and global SaaS businesses
Embedded AI and prompt engineering into marketing workflows to scale institutional knowledge and decision-making
Developed narrative clarity and positioning frameworks for complex, multi-product portfolios
Partnered closely with product, data, and executive teams to ensure marketing not only reflects strategy—but drives it
I believe the strongest marketing leaders sit at the intersection of brand, performance, and operations. I lead with strategy, build for scale, and measure what matters—helping organizations move fast without sacrificing alignment or clarity.
Foster School of Business rebrand
overview
The Foster School of Business faced a fragmented user experience and a brand identity that undersold its value in a competitive graduate education market. Partner-led content decisions led to inconsistencies across web, email, and social channels, diluting our message to prospective students, current students, and alumni.
my role
As Director of Marketing, I led the strategy, alignment, and execution of a comprehensive rebrand alongside a cross-functional team of designers, content creators, and project managers. I partnered with leadership to define key narratives and worked closely with our Director of Design to reimagine the visual identity. In parallel, I introduced a funnel-first content framework to unify messaging across the applicant journey—from awareness to application.
Internal Advocate for Advancing Operational Efficiency and Innovation
the work
Market and Messaging Strategy: Validated product-market fit and refined key personas to ensure the rebrand addressed high-intent decision drivers.
Positioning and Brand System: Led development of new brand architecture and guidelines to align messaging across internal teams and partner touchpoints.
Agency Partnership Oversight: Selected and managed external agencies, aligning creative execution with business strategy.
Content and Funnel Strategy: Designed and implemented an end-to-end content ecosystem with narrative alignment, CTAs, and nurture flows built into the website structure.
Brand Activation: Launched new branded merchandise as a tangible expression of the brand refresh, boosting internal adoption and community affinity.
outcome
The rebrand positioned Foster with a more differentiated, premium identity in the graduate business education space. Early indicators show improved engagement and lead quality, with web performance and program-specific inquiries trending upward. The new messaging system created internal alignment and provides a foundation for continued lifecycle optimization.
Resonai augmented reality digital twin
overview
Resonai’s cutting-edge AR digital twin technology was ready for market expansion but lacked focused product merchandising and a scalable inbound engine. With a complex enterprise solution and multiple viable verticals, the business needed clear positioning, vertical prioritization, and a performance-driven demand generation strategy to meet its growth targets.
my role
As Senior Manager of Demand Generation, I reported directly to senior leadership and partnered cross-functionally with product, sales, and creative. I owned the full demand engine—including SEO, content, performance marketing, and nurture—while managing external agencies and internal resources. My mandate was clear: increase inbound MQL volume and quality while building foundational programs that could scale with the business.
the work
Product and Market Strategy: Conducted in-depth market fit analysis and persona development to identify high-potential verticals and refine messaging.
Positioning and Asset System: Developed scalable product positioning frameworks and launched vertical-specific landing pages and sales collateral.
Campaign Planning and Execution: Forecasted, budgeted, and launched full-funnel campaigns across paid media, SEO, and email to drive qualified pipeline.
Thought Leadership: Built an executive visibility program to position Resonai at the forefront of the AR/digital twin category.
Sales Enablement: Partnered with product and sales to develop vertical-focused pitch decks, demos, and post-event nurture workflows.
PR and Events: Oversaw Resonai’s presence at key industry events (virtual and in-person), and coordinated PR pushes tied to product launches and customer wins.
outcome
Resonai’s digital presence transformed from a generalist tech offering to a verticalized solution suite with clear customer use cases. Inbound lead quality improved significantly, supported by SEO-optimized content, a robust nurture sequence, and conversion-optimized landing pages. Sales was equipped with assets and messaging tailored to priority verticals, accelerating sales cycles and deal velocity.
Leafly Pickup Go-To-Market
overview
In preparation for future in-app transactions, Leafly needed to reposition itself from a content and discovery platform to a full-service ordering marketplace. Leafly Pickup was launched to enable frictionless online ordering through dispensary partners—laying the foundation for transactional monetization, customer loyalty, and actionable first-party data across Leafly’s national partner network.
my role
As Go-To-Market Product Marketing Manager, I led cross-functional coordination across product, creative, data, and partner enablement. I shaped GTM strategy for both B2B and B2C audiences—developing core messaging, incentives, and adoption programs while ensuring alignment across the sales funnel and partner lifecycle.
the work
Market and User Research: Led user and partner research to validate product-market fit, define personas, and uncover friction in the ordering journey.
Positioning and Messaging Architecture: Developed differentiated messaging for dispensary partners (B2B) and end users (B2C) to support education, adoption, and loyalty.
Integrated Campaign Development: Directed creative strategy for digital assets, in-product messaging, POS displays, print, and OOH campaigns.
Incentive Program Design: Launched engagement incentives and partner activation programs to drive initial adoption and long-term retention.
Field Enablement: Supported boots-on-the-ground activation in key markets (Seattle, Arizona), working closely with partner teams to refine onboarding and troubleshoot at scale.
Forecasting and Performance Modeling: Built adoption and profitability models to support monetization planning and investor communications.
outcome
Leafly Pickup successfully launched in pilot markets, with adoption-driving insights informing broader rollout strategy. The initiative established Leafly’s infrastructure for future in-app transactions and positioned the brand as a transactional marketplace. As legalization continues to expand, Pickup serves as a monetizable engine for Leafly’s partner ecosystem, enabling deeper customer data collection and platform stickiness.
Leafly PickUp brand OOH shoot
Favly app
overview
Favly, a community-powered mobile platform for discovering and supporting local businesses, was preparing for beta launch in the Southern California market. With features including referral incentives, gift card integration, and a social recommendations engine, Favly needed tight alignment between product experience, messaging, and early monetization to gain traction in a competitive app landscape.
my role
Brought in as Senior Product Marketing Manager ahead of launch, I partnered with the CMO, product, and creative teams to define go-to-market strategy, shape product positioning, and guide the user experience. My focus was on crafting a compelling brand narrative, building retention infrastructure, and developing partner incentive models to fuel two-sided adoption.
the work
Product-Market Fit Validation: Conducted persona refinement and early-market research to align product features with high-value user segments.
Voice and Messaging Architecture: Built a distinctive brand voice and messaging system tailored to both SMB partners and community users.
Content and UX Writing: Wrote in-app copy, landing pages, and lifecycle emails to drive conversion and in-app engagement.
Lifecycle Marketing Design: Developed retention and re-engagement sequences using Customer.io to drive continued usage and deepen habit loops.
Pilot and Gifting Program Design: Led onboarding and incentivization for initial business partners, including a gifting feature to support local commerce.
Community Activation Strategy: Concepted and launched the in-app promotions feed, designed to amplify local offers and build user habit around daily check-ins.
Revenue Modeling: Created early monetization forecasts tied to adoption, usage, and local business partner expansion.
outcome
Favly launched successfully on iOS and Android in its Southern California beta market with a full-stack GTM foundation in place. My work established the brand voice, lifecycle architecture, and early partner incentives that laid the groundwork for scalable, localized growth.
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