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Work Background
Independent / FractionalFractional Product, Brand & GTM Strategist
Sep. 2024
JustworksPrincipal Product Strategist, Growth & Innovation
Sep. 2021 - Jun. 2023New York City Metropolitan AreaTransformed Justworks' product landscape by spearheading the long-term vision and strategy across diverse product lines, including health insurance, benefits, payroll, HR, and compliance services. Conducted comprehensive market analysis and identified key growth opportunities. Led cross-functional teams to develop and execute innovative strategies, accelerating product adoption and sales. Crafted compelling business cases that secured executive approval and resource allocation. Utilized deep expertise in Justworks' operations (11k customers, 236K+ users, 6 products) to optimize new strategies, establishing Justworks as the fastest-growing HR tech company.
JustworksProduct Marketing Lead, Benefits Portfolio
May. 2020 - Sep. 2021New York, New York, United StatesDrove the differentiation strategy for Justworks' benefits portfolio by aligning marketing initiatives with business goals and optimizing the marketing budget. Defined and led the implementation of a 2-3 year GTM vision and strategy for the entire benefits suite of 9 products. Combined product thinking, data analysis, and segmentation to drive product-market fit. Successfully launched 3 new product experiences and 2 strategic partnerships, enhancing product positioning and adoption.
JustworksSenior Product Marketing Manager, Health & Benefits Engagement
Feb. 2019 - May. 2020New York City Metropolitan AreaDrove adoption, differentiation, and engagement across Justworks' health and wellness benefits portfolio, including health insurance, wellness programs, Talkspace, Kindbody, dental, vision, and life insurance. Conducted comprehensive market research and developed go-to-market strategies that catalyzed product utilization and customer retention. Spearheaded 5 product launches, 3 partnerships, and 1 MVP release, including the creation of an open enrollment help center that reduced drop-off rates and support inquiries, significantly enhancing customer experience. Managed beta programs to generate actionable insights and repositioned health insurance offerings, improving renewals and open enrollment performance while driving long-term member engagement. Delivered full implementation of 2 strategic partnerships, expanding revenue and market presence.
GreatistProduct Strategist, Mobile Apps
Nov. 2017 - Feb. 2019Greater New York City AreaLed the product pivot strategy and managed mobile product development for health-focused application, outlining market needs, articulating product specifications, and defining the product roadmap to leadership.
BASE BUTTERCo-Founder, VP of Product & Brand
Mar. 2017 - Sep. 2023Greater New York City AreaCo-founded BASE BUTTER, driving growth through innovative DTC product and brand strategies. Spearheaded product development and oversaw the brand experience for 4 SKUs, generating over $1M in lifetime sales. Directed 7 product development projects, 2 major re-brands, and 4 successful product marketing initiatives, securing significant press coverage in Essence, Vogue, Allure, New York Times, and GMA, and establishing a strong market presence.
ALOHAProduct Category Manager, NPD
Feb. 2016 - Feb. 2017Greater New York City AreaEstablished 2 new product lines from development with third-party vendors to commercialization in both domestic and global facilities, growing to 12 new SKUS and saving 30% in product category costs.
ZomatoStrategy & Development Associate
May. 2015 - Feb. 2016New York City, New YorkPlanned, organized, and launched offline growth and expansion strategy for 30K+ B2B partnerships in the NYC area for restaurant discovery app.
McGill UniversityNutrition Scientist
Sep. 2014 - Dec. 2015Montreal, Canada AreaEvaluated genetic modification as a nutrition intervention and its economic implications for smallholder business model optimization for food security research lab.
Howard UniversityNutrition Research Associate
Sep. 2013 - Aug. 2014Washington D.C. Metro Area
MicroGreensNutrition Education Fellow
Aug. 2013 - Aug. 2014Washington, DC
Planned Parenthood of Metropolitan Washington, DC, Inc.Policy and Community Outreach Intern
Jan. 2013 - May. 2013Washington, DC
Global Freedom CenterAdvocacy Development Intern
Sep. 2012 - Dec. 2012Washington D.C. Metro Area
American Diabetes AssociationDevelopment and High Risk Research Intern
May. 2012 - Dec. 2012Alexandria, VA
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