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Work Background
Hustle FundAngel Squad Member
Sep. 2022Remote
Together LabsGrowth Marketing & Head of CRM
Jun. 2021Growth, CRM, Gaming, Crypto/Metaverse and Lifecycle/User Monetization Marketing
Boundless ImmigrationGrowth & Paid Acquisition
Jan. 2021 - Jun. 2021Greater Seattle AreaBringing Clarity, Transparency, and Confidence to the millions of people in need of immigration guidance to help them succeed in the complex processes of naturalization and adjustment of status.
AdSpiro Marketing ConsultingConsulting Director (Recurring roles on 2011, 2015, 2021)
Apr. 2020 - Jun. 2021San Francisco Bay AreaConsulting and Training for Growth, Acquisition, CRM Lifecycle and Retention, RFP for a CRM/AdTech Vendor. Reviewing your SaaS contracts, migrating marketing systems, deliverability challenges, Production Process Setup, Compliance and GDPR
LoanSnapHead of CRM and Acquisition Marketing
Apr. 2019 - Feb. 2020San Francisco Bay AreaLoanSnap Smart Loans are the best refi/mortgage loan for you! Led a new team in establishing a rapid marketing production process, new marketing materials, marketing optimization and growth initiatives that drove the companies’ growth to 3x times their previous sales levels and reaching next round of VC fundraise.
Xoom, A PayPal ServiceHead of CRM, Retention and Lifecycle
Nov. 2016 - Apr. 2019San Francisco Bay AreaHead Of CRM - Managing User Communications, Retention, Lifecycle and Segmentation
• Turned around a partially implemented, underutilized CRM system; directed digital communications, Salesforce Marketing Cloud, onboarding programs, testing, and metrics reporting.
• Led a new team in establishing a rapid production process, new marketing materials, and automated onboarding and retention journeys that drove the achievement of all conversion, retention, and onboarding KPIs.
Accelerated stalled app adoption, growing usage adoption in active user base by 18% and app activation by 12%.
Increased retention 13% over two years; delivered a 1% increase in 98% overall base retention of active users.
Achieved four and five-star user review scores for IOS and Android apps across multiple review sites.
• Facilitated GDPR compliance by implementing back end requirements and new data flows.
• Expanded consumer messaging from targeting US-only users to international coverage
• Increased user transactions per month and other engagement KPIs
Vuclip Inc.Head of Global Freemium Channel
Jul. 2013 - Sep. 2015Milpitas, CAGenerated over 2MM subscribers per year from online mobile ads, apps selling video content, OTT and video subscription services focused on India, APAC, Middle East and Africa. Manage team of 5 –> 2 engineers and 3 Ad operations managers. Company Acquired by PCCW in 2015
Designed, tested and deployed new Ad units for Mobile focused on content sales (video subscriptions) while considering bandwidth, technical and cultural issues. Integrated ad and test APIs and Carrier-enabled billing with 16 worldwide carriers for content sales
Started consistent A/B testing techniques for improving ad creative and test reach of new Ad units
Reporting to COO and managed all the reporting responsibilities including forecasting, analysis and revenue reports. Built year-long plans and strategy based on Freemium content sales & subscription services over mobile.
Direct Marketing Association- NorCal chapterMember
Jan. 2012 - Jan. 2018Active Member of the NorCal DMA chapter. Also, have been a featured speaker at the San Francisco Nationwide DMA Conference
ShopintoitCEO/Product Lead (a 500Startups company)
Jan. 2012 - Dec. 2013Mountain View, CALaunched and built Shopintoit from 2012-2013. Shopintoit allowed any retailers to sell more via targeted social media recommendations and rewards by connecting their products with our full service social ecommerce platform and mobile app. Responsible for Product and Product marketing, all external marketing, PR, user acquisition and retention + fundraising. Our e-commerce solution integrated well with many image platforms such as Pinterest., Flickr, Facebook, etc… We targeted independent retailers that wanted to increase their social media sales and reward their customers with a end-to-end ecommerce and rewards platform. Startup was part of the 500Startups incubator program. Acquired over 5,000 independent retailers in 2 years. Company ended operations on October 2014.
YouSendItSr. Manager - eCommerce - CRM/House Ads/In-Product
Sep. 2011 - Oct. 2012Campbell, CASenior Manager of eCommerce - Monetization Channel for YouSendIt - Managing Email, CRM, In-house ads and In-Product paywalls and softwalls. Responsible for 60% of new revenues via upgrades from Freemium services. Managed critical pages such as home page, compare plans and upgrades, along with product paywalls to prompt new paid users. Optimized flows and pages via Omniture testing and responsible for the segmentation strategy for the customer base.
motherknows.comVice President of Marketing - Customer Acquisition (AdSpiro Marketing Project)
Jan. 2011 - Oct. 2011Mountain View, CAAs VP of Marketing, on a startup focused on marketing Personal Health Records on a subscription basis for parents, responsible for setting up the marketing department structure and tools needed for launch on a tight budget. Collaborated on TechCrunch disrupt presentation at 2011 as finalist. Responsible for consumer research, customer development, product positioning, marketing plan and executed all acquisition efforts via SEM, SEO, landing pages, A/B testing, Social Media. Hired contractors to prepare for a launch with a nationwide audience.
Snapfish / HPSr. Manager of CRM
Jan. 2010 - Apr. 2011San Francisco, CAManage the promotional channels for offerings to existing Snapfish customers (email, website, microsites)
And responsible for the customer segmentation strategy, forecasting and analysis. Department Head for 10 months. Managed team, P&L and vendors
Defined goals metrics and benchmarks for team. Coordinated the promotional calendar for all channels. Achieved $90MM in sales from CRM channel in 2010
McAfeeManager - Worldwide Marketing - Retention & Renewals
Jul. 2007 - Apr. 2009Manage a customer retention and subscription renewal program that generates over $150MM in revenue annually. Created WW programs targeting customer retention and submitted PRD/MRDs for new web functionality, pages, video, email campaigns and multimedia to support customer subscription renewals.
Coordinated marketing activities with call centers (customer and tech support) to increase retention.
Cord Blood RegistrySr, Marketing Manager
Apr. 2006 - Jun. 2007CBR is The Largest Private Cord Blood Bank in the World.
Department head. Manage a team of 3 people, responsible for the email, direct mail circulation and lead management for Sales Center. Focused on customer acquisition targeting moms-to-be. Responsible for market segmentation and strategy. Drove overall system upgrade and established new processes for direct marketing. Produced automated email campaigns that brought over $2MM of revenue in one year
Gap Inc./Old NavyMarketing Manager - Circulation & Analysis
Jan. 2005 - Apr. 2006Manager, Circulation at Old Navy (Email/Direct Mail) Team leader, responsible for email and direct mail circulation of Old Navy and launched new nationwide brand of Forth & Towne. Completed system upgrade and implementation of new processes for new CRM/Campaign system. Researched and proposed a 10% response improvement (over $2MM) on revenues by targeting teens within customer base. Supported marketing surveys and focus groups for Consumer Insight Group for all 3 brands.
IntuitSr. Marketing Strategist - Direct Marketing
Apr. 2002 - Jan. 2005Direct Marketing Strategy for segmentation and customer acquisition. Worked for Quicken, Quicken Brokerage, TurboTax, Quickbooks and Quickbooks-Payroll products. Also, Lead of the Reporting and Analysis team for over a year. Executed consistent reporting methods and benchmarks to evaluate multi-channel campaign effectiveness.
SwapCash Financial Networks (swapcash.com)Founder/ Chief Product Officer
Sep. 1999 - Dec. 2002Founding member of an online-based business providing currency exchange to consumers, travel websites and foreign currency vendors. Raised $300,000 in Angel capital. Created business and marketing plan and provided public relations for the company. Obtained 1 radio interview, 2 magazine articles and a presentation at the Washington Press Club for nationwide coverage of the startup company. Company ended its operations by the end of 2002.
MCIManager- Partner Marketing
Jun. 1998 - Apr. 2002Marketing Manager for Partner Marketing at MCI-Worldcom. Responsible for the marketing of customer information between MCIWorldcom and its partners (Delta,
United, Blockbuster, Time Warner, MBNA, Capital One) for telemarketing and direct mail use. Managed 3 specialists and $4MM budget. Directly managed 2 separate consumer and SB programs end-to-end. (Latino/In language marketing)
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