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Work Background
NivodaMarketing VP
Aug. 2023Amsterdam, North Holland, Netherlands
CarNext.comHead of Marketing
Apr. 2022 - Aug. 2023Amsterdam, North Holland, Netherlands- Key member of leadership team with regular collaboration with CFO, CEO and CPO to align on overarching vision and business objectives.
- Lead marketing strategy and team of 10, identifying opportunities for CarNext to reach new market segments and expand market share inc. media & creative strategy.
- Create short and long term goals by defining actionable annual/quarterly plans with finance and CEO, focusing on lead generation and CAC.
- Provide inputs to growth, product marketing and branding strategy with deep knowledge of market insights and industry trends
- Drove key improvements to measurement strategy and attribution models to deliver actionable data insights
- Define, measure and report KPIs and performance of all paid and organic marketing channels while executing robust optimization and A/B testing programs; reduced cost per lead by 4x over first 6 months.
RocketHead of Marketing - Europe
Mar. 2021 - Apr. 2022Amsterdam, Hollande Septentrionale, Pays-Bas- Lead end to end marketing strategy for new food tech start-up with rapid growth strategy
- Successfully launched across 7 countries within 1 year, including driving product to become #1 downloaded food and bev app in our first launch market (Cyprus).
- Define long and short term growth goals for each new market while building out measurement plans and implementing analytics
- Responsible for monthly order goals with consistent track record of beating forecasts by 10%+.
- Fully built marketing department, hiring team of 9 marketers and creating all internal and cross-functional processes including managing agency partners for media, creative & PR.
SquarePerformance Marketing Strategy Lead
Jul. 2018 - Mar. 2021San Francisco Bay Area• Lead end to end performance marketing strategy across Square’s product lines with goal of maximizing revenue for Square, building strong partnership with product teams.
• Lead, coach and nurture team of 3 strategists
• Lead monthly performance marketing review with c-staff and GMs to build transparency on focus areas and results within performance marketing.
• Built out Display program resulting in 420% growth in spend and 663% increase in revenue YoY for the channel
• Lead partnership with creative team to build best-in-class creative and drive faster speed to market by onboarding creative management platform, building new cross-functional processes, creating education sessions and influencing leaders on the value of creative investment.
AutodeskGlobal Digital Media Strategy
Apr. 2017 - Jul. 2018San Francisco Bay Area• Lead global digital advertising business, overseeing team of 4, covering most paid digital channels (Programmatic, Display, Video, Native, Social) and 14+ markets
• Lead digital media strategy development across Autodesk industries and product lines in collaboration with industry managers and web teams.
• Increased ROI by 390% YoY with in-house team
• Own and nurture partnerships with media vendors and publishers
• Active participant in data federation project with engineering to create attribution across data siloes
• Lead GDPR regulation initiatives on behalf of department in collaboration with legal team
• Lead research and implementation of reporting solution for digital advertising (Datorama)
AutodeskDisplay Strategy Lead
Sep. 2015 - Apr. 2017San Francisco• Led migration from agency model to in-house practice for Digital media. Fully planned and successfully launched new global practice for Autodesk.
• Developed center of excellence for Digital channels such as Display/Video/Native etc… and led global strategy
• Designed and implemented net new finance process in collaboration with finance and procurement to support digital media processes
• Developed MSA in collaboration with legal team and successfully onboarded 30+ vendors
• Hired team of 4 people to manage day-to-day planning, execution & trafficking of digital campaigns
• Developed tagging strategy for complex web environment with ad ops specialist in collaboration with Advanced Analytics & Web Publishing teams
Universal McCannSenior Associate, International Client Business
Jan. 2013 - Sep. 2015 Designed cross-channel media strategy and participated in client media plan presentations for high profile launch of Schwab Intelligent Portfolios and other initiatives
Oversaw all Digital, Search, OOH and Print planning and buying, including relationships and contracts with media vendors
Managed Assistant Media Planner from strategy brief through media plan implementation
Supported research initiatives for early media planning stages including Obs & Strats
Managed media budgets across all campaigns and/or global markets
Provided strategic recommendations for campaign optimizations in collaboration with analytics team
Managed daily communications with creative, strategic, and deployment agency partners
Managed multi-million dollar global media campaigns for major client Microsoft on cutting-edge products such as Xbox, Office, Windows Embedded, and Skype
Successfully launched Xbox One campaign in ten international markets
Managed Cathay Pacific SEM and drove 500% revenue increase since onboarding
Universal McCannInternational Client Business Associate
Feb. 2012 - Dec. 2012• Assisted with the management of global network operations for Microsoft account
• Coordinated all aspects of international business conference with Microsoft clients and UM network team in Madrid, Spain with 56 attendees
• Guided network management meetings with executive team and contributed defining actions
• Analyzed data and prepared presentations on network and competitor performance
• Developed a clear plan of action for improving data collection process across networks
Etincelle IncInternational Marketing Consultant
Mar. 2009 - Jan. 2010
Point SoleilIntern
Jun. 2008 - Aug. 2008Paris Area, France
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