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Work Background
Bond VetVice President, Marketing
Oct. 2023New York City Metropolitan AreaGrew Bond Vet's retail footprint from 7 to 50 clinics, across multiple states and regions. - Developed clear client personas, and integrated strategies to hone brand architecture and
positioning, bringing to life Bond Vet’s company mission.
- Built data reporting and attribution at Bond Vet to improve our strategic decision-making;
led to a decrease in CAC by 30%.
- Led marketing team through changes in leadership and devised a new team structure to
provide better support, including the creation of an in-house brand team, performance marketing team and local marketing team.
- Designed and implemented the ideal client experience to deliver on Bond Vet’s promise of
an elevated brand, achieving an NPS consistently over 90.
- Defined and socialized Bond Vet’s measure of retention, identified areas of improvement
through data analysis and implemented strategies that resulted in lift from 48% to 64%.
- Served as an integral member of the Leadership Team, contributing to the strategic
direction of the company and acting as the voice of the brand.
Bond VetSenior Director of Marketing
Sep. 2022 - Oct. 2023Creating new marketing strategies and leveraging our tactics to grow our business.
Including:
• Partnering cross-functionally to plan initiatives and responses to ongoing business priorities
• Owning all online and offline advertising
• Building and managing a team of 10+ marketers • Working closely with operations, medical, engineering and finance teams
• Expanding our website and CRM effectiveness
• Owning SEO, SEM and paid social vendors
• Owning email and SMS marketing
• Handling digital marketing budget and allocation, continually evaluating and optimizing return on investment for budget of $10M+
• Migrated CRM system from disparate customer.io and mailchimp to singular platform on Braze
• Building and executing digital testing roadmap to continually improve campaign performance
Bond VetDirector of Marketing
Jan. 2022 - Sep. 2022First senior marketing hire. Built all attribution, established culture of data-led decision making, created marketing strategy and scaled marketing team.
PiccolinaSenior Director of Marketing
Apr. 2021 - Jan. 2022First marketing hire and founding team member. Built and scaled marketing program from scratch to get Piccolina grow 2x in monthly revenue. • Responsible for developing and optimizing marketing strategy implemented across all paid, owned and earned channels
• Oversaw the ESP migration onto Klaviyo and Attentive
• Develop and maintain analytics dashboards and reporting to keep executive team up to date on performance, risks and opportunities
• Led the creation and refinement of our customer personas, customer journey maps and associated KPIs to test and improve critical touchpoints
• Partner closely with Creative to refine and oversee our brand voice and ensure consistency in all marketing materials • Responsible for delivering a compelling, strategic, and effective content roadmap and matrix across the customer journey / funnel • Work on multiple marketing projects simultaneously in a fast-paced, ever-changing environment.
• Establish company-wide processes prioritizing focus and communication
General AssemblySenior Director - Consumer Marketing
Dec. 2019 - Apr. 2021Greater New York City AreaOverseeing General Assembly's consumer marketing funnel, creating new marketing strategies and leveraging our tactics to grow our business.
Including:
- Managed and strategized end to end marketing funnel, leveraging tactics to grow our business by 30% YoY.
- Owned all paid digital marketing and reduced CPA by 50%.
- Managed team of 12 dedicated marketers with dotted line to 30 local marketing teams.
- Collaborated closely with engineering, sales and product teams to keep teams aware of
our work and focused on aligned priorities.
- Developed weekly demand forecasting leveraged by senior leadership.
- Oversaw launch of 15 new markets driving 60% of annual revenue growth, and increased
marketing ROI from 5x to 6x.
- Led one of the most tenured and highest employee NPS teams in the company.
General AssemblyDirector - Marketing
Mar. 2019 - Dec. 2019Greater New York City Area- Optimized the highest traffic landing pages resulting in 45% improvement in conversion.
- Grew acquisition through local event marketing by 25%.
- Increased B2B leads by 24% through website testing.
- Instituted rigorous culture around testing and iteration that led to conversion rate
improvements of over 30%.
General AssemblyDirector - Local and Partnership Marketing
Mar. 2018 - Mar. 2019Greater New York City Area- Defined and rolled out of local event strategy, brought to life in person and online.
- Increased partner email acquisition by 2.3x.
- Established and scaled company’s first affiliate program, growing into $1M/year channel.
General AssemblySenior Manager, Global Marketing Partnerships
Mar. 2017 - Mar. 2018Greater New York City AreaGrowing General Assembly's revenue by increasing the size of our email audience and the number of new leads.
General AssemblyGlobal Marketing Partnerships Manager
Nov. 2015 - Feb. 2017Greater New York City AreaGrowing General Assembly's audience and brand awareness through strategic partnerships.
SumAllBusiness Development Manager
Feb. 2015 - Nov. 2015Greater New York City AreaCreating long-term value for SumAll via partnerships, new market entry, and program development to drive scale for our products and services.
Fahrenheit 212Business Development Manager
Jan. 2014 - Feb. 2015Greater New York City AreaKey member of the Growth team at Fahrenheit 212, managing initiatives for marketing, partnerships, sales, and scoping new service offerings.
Fahrenheit 212Business Development Associate
Mar. 2013 - Jan. 2014Greater New York City Area
Nomura SecuritiesOperations & Marketing Analyst - Fixed Income Research
Jun. 2010 - Mar. 2013Marketed existing research products internally and externally, managed the operations of the fixed income research department and acted as supervisory analyst when reviewing reports.
David BurkeMarketing & Finance Intern
Jun. 2009 - Aug. 2009
CITIGROUP GTS EMEAOperations Risk Analyst Intern
Feb. 2009 - May. 2009
BLOOMBERG L.PFinance Intern
Jun. 2008 - Aug. 2008
SMITH BARNEYWealth Management Intern
Jun. 2007 - Aug. 2007
Teens United for the CureFounder and President
Oct. 2004 - May. 2006
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