team led go-to-market (GTM) and partnership strategy with focus on creating positive economic value and increased preference amongst drivers. responsible for owned and partner campaigns, creating strategy, brand evaluation, and defining the operating model.
impact: delivered $15-20M annually in value and partnerships have increased driver preference between 3-10% per program.
led driver-facing marketing strategy related to taxes — one of the largest ways Lyft helps drivers keep more of their earnings via TurboTax software and educational content from multiple partners.
also led development, design, and launch of Lyft’s driver taxes page — creating a easy to locate section with all tax resources.
marketing campaigns across Lyft’s products and owned marketing channels has led to increases in driver preference (+7%) and over $7.5M in savings each year.
pivoted 2020 strategy to focus on the changing, and pressing, needs of the Lyft driver community. this required quickly pausing on various benefit perks based on driver loyalty to helping drivers navigate the new challenges of COVID.
efforts included a no-strings-attached free trial membership to One Medical to help drivers get access to virtual care and COVID testing. a program that I incepted, sourced, negotiated, and launched based on quick survey results and detailed work with the Lyft policy and legal teams.
additional programs included GTM strategy, planning, and campaign launches with medical, scientific, financial, and CPG partners.
auto insurance can be a confusing part of rideshare driving. to help reduce that confusion, I led the creation and promotion of an educational overview on auto insurance for Lyft drivers. additionally, I managed the marketing side of insurance partnerships with Buckle, Mobilitas, Allstate and more.
led the marketing strategy & planning for all partners in the Lyft Driver Rewards platform — a platform focused on retention of Lyft’s highest value drivers. included cross-functional alignment across Lyft product, product marketing, growth, legal teams and the partners’ teams. led end-to-end campaign planning and GTM strategy for each partner across owned, partner, and external channels.
a high percentage of rideshare drivers are English Language Learners, and research showed an interest in these drivers improving their English to help them while driving and in the other aspects of their life. by leading the launch and ongoing marketing for Lyft’s partnership with Mango Languages, I delivered increases in preference for Lyft amongst this driver set.
led the annual marketing strategy to increase brand awareness amongst key Lyft rider use cases and customer segments. then led development & execution of the marketing plan, as well as creation of brand partner evaluation framework (rooted in internal & external data sources).
approach included mapping of preferred partners to each key rider use case & customer set. example: Disney, Delta on travel; Diageo and Anheuser-Busch on social/late night rides.
led the campaign development, execution, reporting, and the marketing relationships with each partner.
impact: tens of thousands of incremental rides, thousands of new riders, 100M media impressions, and 2B+ press/on-product impressions.
sourced, negotiated, and managed the end-to-end creative development (Lyft side) and execution on this partnership designed to help consumers avoid the hassles of holiday traffic and parking.
with the holidays coming up, Old Navy and Lyft made last-minute shopping easier than ever with Buy Online, Pickup with Lyft — giving customers precious time back during the peak holiday hustle.
people spend a massive amount of time indoors, and Lyft and REI partnered to help them #GetOutside in Spring 2018. this multi-channel campaign included discounts for up to five rides to parks in major cities over the course of two weeks. each ride taken entered riders for a chance to win access to an exclusive outdoor event, curated by REI.
planned and launched a new credit card perk delivering Lyft credit and bonus points for every dollar spent on Lyft with existing partner Delta and their co-branded card partner American Express.
campaign included GTM strategy, channel planning, creative development, and execution across owned and partner channels.
led all GTM strategy and marketing efforts related to national Ride Smart partnerships — campaigns anchored around our efforts to help reduce drunk driving and help people make a safe choice to use Lyft to get home.
executed both ongoing and key moment campaigns with multiple brands, including Diageo brands (Ketel One, Captain Morgan, Johnnie Walker, Guinness), Anhueser-Busch (Budweiser, craft portfolio), and Mike’s Hard Lemonade. work with Anheuser-Busch included developing and scaling a self-serve process for their vast network of local distributors and regional teams.
selection of projects while leading product marketing for the world's largest fan site: FANDOM
served as FANDOM's mobile apps marketing lead - responsible for positioning, notifications/prompts copy, App Store visual identity & descriptions (including experimentation), and mobile brand strategy
launched company's first Google Play Developer Page and drove 3-5% performance lift (DLs) with app listing copy and featured image updates
Facebook ads created for test campaign to drive downloads and awareness of the Fandom: Game of Thrones mobile app (Android)
responsible for campaign planning and oversight
leveraged strategy of using FANDOM's event coverage at San Diego Comic-Con to drive awareness of and engagement with the redesigned desktop and mobile web experiences
launched hyper-targeted campaign to recruit current writers on the site to complete their personalized author profile
tactics included the above digital banner, and messages via email and Slack over 2-week campaign
responsible for strategy, campaign planning & execution, copy
the backbone of the Fandom communities is the collection of fans that actual contribute and edit content on the site
launched a modal feature designed to intercept users after N page views within a single community to encourage them to become an active contributor vs passive consumer
responsible for strategy, copy, optimization, data feature concept (pull in # to "built by N fans like you")
improved the program's welcome email from a text-only, manually sent version with no tracking, to a branded, tracking-enabled, systematic version that provides a clear desired action and inspiration for applying writers
improved applicant content submissions by over 30%
writer recruitment tactic as part of Fandom's sponsorship of Silicon Valley Comic-Con / displayed on monitors in-between event sessions / q2 2016
responsible for concept, copy, CTA
created an audience development chart as a basis for go-to-market (GTM) strategy for the Fandom Contributor Program
based on user research, the framework leveraged audience groupings to define how Fandom: recruits fan writers at varying levels of engagement/interest, retains/grows fan writers within the program, and sets benchmarks for how many fan writers the program supports
ran cross-functional campaign to drive engagement for second Rich Feature Article (new content type for FANDOM) in q4 2016: Rogue One: A Star Wars Story
campaign goal: drive engagement with new content type
responsible for concepts, campaign look/feel, marketing plan, copy, CTA, budgeting
led a cross-functional campaign to drive engagement with a new content type on FANDOM
ad created to drive traffic to the Rich Feature Article
ad created to drive traffic to the Rich Feature Article
social post created to drive engagement with content piece
ran organically on FANDOM Facebook account and promoted the post ($)
social post featuring custom "cards" for popular movie characters created to drive engagement with the Rich Feature Article
ran organically on FANDOM Facebook account
social post created to drive engagement with the Rich Feature Article
ran organically on FANDOM Twitter account
featured promotional callouts for the Rich Feature Article within The Week in Fandom original video series
leveraged the assets from the Rich Feature Article and related campaign to extend content to FANDOM Star Wars communities in five other supported languages: Spanish, Chinese, German, Japanese, Portuguese
responsible for the messaging strategy, campaign building & execution, and partnership management with vendors / q4 2016 - q2 2017
goal: reduce number of users using their ad blockers while visiting FANDOM domains
campaigns reduced overall ad blocking rate by 4%
FANDOM approaches the ad blocking challenge in multiple ways including user-facing messaging tactics
below are various visual styles and copy approaches used during live campaigns that I ran
led a two phase, cross-functional effort to update the global brand for the world's largest entertainment fan site from Wikia to Fandom powered by Wikia to FANDOM
responsibilities include GTM planning & execution (new site redesign, new app launch, brand rollout), fan community communications strategy & messaging, brand positioning refresh (b2b & b2c), site copy creation/review, updates of on-site messaging & company emails, focus group creation/execution (US & Europe), and conducting & project management of updates to all pages & products.
updated design, copy, and CTAs for user welcome email as part of FANDOM rebrand (phase I)
updated the design, copy, and CTAs for the top 25 most sent transactional emails as part of FANDOM rebrand (phase I)
led updates to design and copy for various corporate pages as part of FANDOM rebrand (phase I & II)
created the brand positioning, tagline, and copy for FANDOM COMMUNITY CONNECT - a variety of in-person and online events that connect the passionate community of fans to the company and to each other
created 2016 global Olympics market positioning, monetization strategy, advertising solutions, and pricing model; informed product/content forecasting, product roadmap and b2c marketing plan
served as monetization and b2b strategy lead for global events, including 2012-2014 Olympics, and 2014 World Cup, generating over eight-figures in revenue across 16 countries per event. led global planning, program execution, and development of ad product strategy, b2b story, sales collateral, and multi-device brand integrations
managed ad platforms & display revenue for Yahoo Sports' industry-leading coverage of the 2008-2010 Olympics (+10% event-over-event revenue for '10) and 2010 World Cup
worked with range of brands across these events, including: VISA, P&G (corp + individual brands), Subway, Carnival Cruises, more
a slide from the value prop & positioning collateral for Yahoo+Tumblr's 2016 Olympics GTM
2014 Sochi Olympics: an original video series sponsored by Vick's (P&G) focused on behind-the-scenes looks at the training of Olympic athletes
2014 Sochi Olympics: a multi-media content franchise sponsored by Carnival Cruises (photo galleries, videos, articles)
2012 London Olympics: a multi-media content franchise sponsored by Subway (photo galleries, videos, articles)
led team responsible for exceeding advertising goals for multiple Yahoo sites (Sports, Ent & Lifestyles) by developing market positioning, GTM strategy, partnerships strategy, and digital advertising solutions
cross-functional team responsibilities included monetization planning, internal sales trainings, client pitches & RFP support, revenue reporting/modeling, and the development, measurement, and management of multi-media advertising programs
drove and executed between $35M - $50M/yr in advertising revenue
defined global monetization strategy and client offerings for first digital-only live stream of the NFL in Oct 2015
led the style/story for this digital-first "one-sheet" used for sales team and b2b events
in addition to owning the full GTM & monetization strategy, built the collateral to educate advertisers and partners on the latest with the industry's #1 fantasy football game from 2009-2015
led the creation of a short video used for sales, pr, and b2b events that highlighted Yahoo's fantasy football personality, market position, and why partners and advertisers should have interest in the platform
led the creation of script, story, case studies, and data featured in this 2-minute overview video for Yahoo Sports Smart Ads product for Fantasy Football 2013.
led the GTM positioning and collateral creation for partners & advertisers for the launch of a new basketball-focused content destination within Yahoo Sports: The Vertical
created the launch sponsorship opportunities and helped close a resulting partnership with State Farm
led the planning and creation of the 2015 monetization strategy for the Yahoo Sports advertising business
included defining value prop, wins/challenges, growth plan, key needs/dependencies, top partners/advertisers
served as GTM strategy and sales lead for strategic partners
Yahoo & MLBAM: led the monetization strategy, GTM positioning, sales collateral development, and internal training surrounding the new partnership
Bold Predictions by Qdoba
concept married the new bold flavors of Qdoba to bold fantasy predictions - featured as both a video segment and feature within weekly editorial content
Pickups of the Week by Toyota
9-year content franchise partnership with Toyota that married their Tundra Pick-Up to the most asked question in fantasy football: who should players pick up this week
served as a video segment within Fantasy Football LIVE, a stand alone original video clip, a weekly editorial feature, and a custom integration within the fantasy football game
Launched the Pinterest Developer Platform based on the revised strategy of being developer first, but not developer only. Leveraged the fun and inspiring Pinterest brand + customer feedback & competitive insights to connect Pinterest’s developer product suite to business use cases in a way that speaks to more than just developers. As a result of these efforts, direct revenue from Pinterest API increased by 14% in 2023 YTD.
Launch announcement from multiple company social accounts, including Twitter, Instagram, and Linkedin.
The project included launching in 30+ countries and 6 languages
Launched new pages on the Pinterest Developer Platform site to connect Pinterest’s developer products and API to five core use cases: product catalogs, conversion tracking, content management, ads management and analytics.
Team drives the GTM and roadmap strategy of Pinterest’s eCommerce partnerships, including Shopify, WooCommerce, Salesforce Commerce Cloud, and Adobe Commerce. These integrations with leading eComm platforms drive hundreds of millions in ad revenue and add hundreds of thousands of shoppable product Pins to Pinterest.
Led the GTM strategy and marketing relationship with Adobe for the Pinterest for Adobe Commerce app. This highly complex initiative required deep cross functional partnership with engineering, product, legal, technical support, content, PR, and sales teams at Pinterest.
Team oversees the marketing relationship for the highly successful Pinterest for Shopify application. Includes regular business reviews, new growth strategies, and content marketing (such as the 2022 Black Friday Cyber Monday webinar for Shopify merchants).
Similar to the Pinterest for Adobe Commerce app, my team led the GTM strategy and marketing relationship with Salesforce for the Pinterest for Salesforce Commerce Cloud app. This highly complex initiative required deep cross functional partnership with engineering, product, legal, technical support, content, PR, and sales teams at Pinterest. Additionally, we led the integration of the new application into a session at Dreamforce in Sep 23: Seven apps to unlock eCommerce growth.
