my work
2024 - Present
Founder, Nocturnal People
I began my business by working fractionally (and with a team) on retainer to support several startups with growth and product marketing. Over time, I zeroed in on narrative, positioning and comms as my focus.
Much of what I do is subject to NDA, but here are some highlights:
Case studies
- Helped this seed stage energy AI team launch and scale their first product, a private community platform.
- Advised on product marketing, narrative, and positioning
- Wrote copy for multiple versions of the website
- Advised team on exec/team comms strategy (check out how much they’re crushing Linkedin)
- Wrote and built out lifecycle notifications (onboarding, activation, engagement, churn mitigation, referrals, and retention)
- During this time they raised a seed round, grew the community extensively, built out the tech team, and launched their enterprise AI offering
- 3Box Labs merged with Textile to form Recall, a decentralized skill market for AI agents
- Supported the team through the transition with website copy, email marketing, blog content, points program, and X strategy
- The team crushed the launch, attracting a ton of engagement in-product, in Discord, and on X from developers and non-technical people alike
- Worked with this team of ecommerce founders to launch, plan and write a deep dive premium monthly report, backed by tons of proprietary data
- Owned website, subscriber infra, and planning/writing/editing for every report
- Helped launch from zero to an engaged, super-premium subscriber base
- Supported leadership around a major capital event — synthesizing technology, financials, ops, and vision into a sharp strategic narrative for sophisticated external stakeholders
- Worked with the CEO and VP Marketing on narrative strategy, voice, and positioning for both the leadership team and the wider brand
2020 - 2024
Head of Growth, Input Logic
As Head of Growth, I started off with a focus on helping to plan, estimate and close incoming projects. I was able to help drive significant impact here (data below). Hired a direct report to help take on a large portion of this work, so I could focus more directly on product. Implemented analytics and helped with strategy for a range of client apps. Took on product management and growth for two in-house apps, Cheddar (pre-launch) and Stilo in 2023.
Achievements:
- Pipeline impact: Tripled avg deal size in first year, grew win rate from 18% - 40%, shortened deal duration from 118 days to 40 days
- Major projects: Helped land major clients, many via RFP, incl. Consumer Reports, US State Department, NYU
- In-house apps: Product management & growth for Stilo, AI journaling app with ~1.3K+ users and hundreds of devoted DAUs in first month; and Cheddar, pre-launch budget app
Experience gained:
- Agency-side work
- Product management, coordinating development and design, with focus on impact
- Deeper experience with product analytics (Google Analytics, Google Tag Manager, Amplitude, Woopra, and others)
- Podcasting
- Experience going technically deep on products in the AI and crypto spaces
2019 - 2020
Head of Growth, Blume
As Head of Growth, I reported to the founders of this VC-backed (seed-stage), high velocity DTC startup. I was especially focused on product ownership (the Shopify site), email marketing, SMS marketing, retention and loyalty initiatives, and data analysis. Using a rigorous approach to segmentation and A/B testing, I produced significant revenue gains while helping to build and maintain a strong brand with long-term customer loyalty.
Achievements:
- ARR growth: Helped grow ARR from 6 to 8 figures, with significant gains in LTV, AOV, retention and subscription.
- Channel growth: Drove significant performance gains in email marketing revenue (Klaviyo), built out and added a lucrative new SMS channel (Postscript), built out and launched a loyalty program (Blumetopia).
- Brand impact: Helped drive brand interest and loyalty via content initiatives (i.e. free sexual health content for educators across America), campaigns (partnerships, giveaways, NYC subway ads), and retail promotion (partners like Sephora).
Experience gained:
- Deep data analysis
- Customer segmentation and rigorous A/B testing
- Shopify ecosystem
- Klaviyo
- Postscript
- Referral management
- Performance marketing
- Ecommerce analytics and attribution
- Fundraising
- Retail partnerships
- Gen Z marketing
- Instagram and TikTok paid/organic strategy and attribution
2014 - 2019
VP Marketing, PressReader
Grew from Manager to Director to VP of Marketing. Reporting to the CEO, I built and led a high performance marketing team of ~20. Owned consumer product. Played a large role in helping to expand B2B revenue and partnership size. Led a rebrand. Negotiated major deals and campaigns with partners around the world.
Achievements:
- Consumer growth: Helped grow MAUs from ~100K to >10M. Built business case and took on responsibility for direct consumer revenue, adding millions in ARR.
- B2B growth: Helped scale B2B partnership size from individual partners to major enterprise orgs. Actively participated in demand generation, RFPs, negotiation, strategy and campaign launches with partners like Cathay Pacific, Air Canada, Qantas, Conde Nast, AccorHotels, and more.
- Financial results: Active member of the senior management team, including regular board interaction. Helped scale the business and drive performance against profitability/EBITDA targets.
Experience gained:
- Leadership, scaling teams, and people management
- App Store marketing
- Financial analysis and forecasting
- Brand development
- Partnership development
- Building winning RFPs
- Event management at scale
- Government relations
- UX and UI strategy
- Hubspot, Branch, CRM, and other complex software implementation/rollout
- B2B2C growth
- Sales optimization