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Work Background
AffirmWeb Marketing Manager
Jul. 2022 - Nov. 2023+5% CVR across B2B form fills, +2% Visitor to Activation rate, and executed A/B experiments resulting in Visitor to Lead conversion rate from 10% to 12% YoY. Created inbound and outbound B2B marketing strategies to achieve FY24 product goals. Led cross functional teams to deliver on growth initiatives targeting Visitor to Activation rates. Designed and launched A/B tests for B2B segments, improving CVR by 3% YoY. Used website data analytics to benchmark B2B web engagement and designed growth KPIs for increasing Lead -> Activation rates. Developed FY24 B2B web roadmap which included P & L strategies to maximize ROI through growth marketing initiatives.
Plume Design, IncWeb Marketing Manager
Apr. 2021 - Mar. 2022Palo Alto, California, United StatesIncreased form CVR by 2.5% by improving B2B information architecture throughout the website. Launched emerging market web campaign, increasing CVR from .001% to 15.3%. Defined KPIs to measure and track success. Responsible cross functional team project management and web product strategies. across multiple web properties. Conducted user research, consumer segmentation, competitive assessments and alignment with business goals. Managed data driven A/B experiments for B2B content marketing focused on CRO and user acquisition. Defined KPIs to measure CVR on whitepapers. Increased CVR from 2% to 15%.
NateraWeb Marketing Manager
Jun. 2019 - Jan. 2021San Carlos, CADesigned and executed on SEO & Paid search campaign, increased new users by 55% YoY from 250k to 350k, and increased engagement by increasing pages/session from 1 to 5, increased the average SERP to the top 5 for Google. Launched top of funnel website redesign for Natera’s corporate website driving growth for Natera’s signature Women’s health and Oncology products: Evercord and Signatera. Guided design of UX/UI and developed a go-to-market strategy for email marketing campaigns driving conversion rates through landing page optimization..
Aryaka NetworksProduct Marketing Manager
Jul. 2018 - Sep. 2018San MateoProduced content for product-centric demand generation emails. Leveraged data science and consumer insights to develop compelling campaign. Crafted and delivered enterprise focused sales enablement solution briefs. Key Accomplishment: Increased demand generation for email touches and response rates of C-level leads; increased responses per touch by 300%.
Clear-ComDigital Marketing Manager
May. 2016 - Jul. 20181301 Marina Village Parkway, Suite 105 Alameda, California 94501Identified market trends resulting in a go to market strategy for failing products with the business goal of increasing product adoption, engagement, and visibility in the market. Executed complex email marketing drip campaigns, resulting in significant improvement in lead generation for key tradeshows and landing page conversion rate optimization. Email campaigns were paired with A/B testing across multiple landing pages.
FreelanceDigital Marketing Consultant
Dec. 2015 - May. 2016Piedmont, CAI began my job search in mid-January after returning permanently to California from overseas.While I interviewed for the right company to join, I offered consulting services to small businesses and nonprofit groups.
Jands Pty LtdDigital Marketing Manager
Aug. 2014 - Oct. 2015Sydney, AustraliaLaunched social media marketing campaigns targeting consumer electronics, resulting in 2x domestic growth in one quarter, 40% growth in EMEA markets, and increased brand awareness YoY. Conducted impact mapping and defining key performance indicators for new delivery opportunities for digital marketing campaigns and pivot strategies for underperforming products.
Martec Pty LtdBrand Manager
Jan. 2013 - Aug. 2014Sydney, AustraliaFocused on developing brand management strategies in collaboration with the managing director to develop, implement, and determine key performance indicators for a web branding strategy to optimize reach and engagement of target consumer audiences. Created three separate e-commerce websites to boost ROI and increase ecommerce sales.
Posiflex USABrand Manager
Jul. 2010 - Aug. 2012Owned high conversion customer-centric web marketing campaigns targeting domestic B2B partnerships. Attended trade shows to generate and nurture leads. Assisted in increasing vendor ROI YoY.
PHM Survey EquipmentDigital Marketing Specialist
Apr. 2009 - Apr. 2010Sydney, AustraliaPHM Survey is a regional distributor of Nikon survey equipment for local surveyors, construction, and landscaping professionals in Sydney. Core responsibilities: Lead Generation—Increased product queries from 1 per month to 30 per month, over six months. Partnership Development—Developed a successful partnership with the Master Builder’s Association of Australia for a professional series exclusively aimed at the construction industry.
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