Portfolio
See how I’ve driven launches, lifecycle programs, and revenue growth for various corporations.
Scaling Bevel's eCommerce Engine: Subscription, Loyalty & CRO
Men's grooming DTC brand struggled with low site conversion, manual lifecycle marketing preventing scale, and declining paid media efficiency across 8 product categories . I synthesized VOC data and competitive analysis into 8-category positioning framework, led CRO roadmap delivering 200% PDP conversion lift, and orchestrated Klaviyo migration implementing 11 automated lifecycle flows (welcome, cart abandonment, post-purchase, winback, VIP).
My growth strategy drove a 22% CVR improvement to site, delivered 4-10x email engagement improvement, achieved 47% order growth and 32% AOV increase, while establishing repeatable GTM launch framework that reduced time-to-market 35% across product launches.
Full-Funnel Demand Generation: Acquiring & Retaining Families
Carter's needed to sustain growth across 3 children's apparel brands despite slashing marketing budget 45%, with fragmented demand generation channels lacking unified customer strategy and full-funnel framework to efficiently convert families. I used a 2-persona segmentation framework from a CRM analysis, developed competitive conquesting strategy targeting The Children's Place/Justice/Old Navy's displaced customers, and orchestrated multi-brand campaign strategy including OshKosh brand relaunch and quarterly integrated media plans.
My channel strategies delivered 182% revenue growth, 87% CTR improvement, 35% engagement lift, and 52% ROAS increase while managing affiliate partnerships, influencer programs (70%+ new customers) and direct mail, which represented 30% of total revenue.
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Market Intelligence Driving 3x Revenue Growth
Stanley Black & Decker lacked systematic market intelligence to validate $300M product opportunity for A706 weldable rebar innovation, with no VOC program, competitive framework, or customer segmentation to inform go-to-market strategy. I established the first North America and UK Voice of Customer program, conducted comprehensive competitive analysis across 4 major players, developed 5 detailed user journey maps, and built TAM analysis identifying 700 basis point market share expansion.
Building Customer Marketing Engine: 15% Retention Increase Through Lifecycle Strategy
Enterprise marketing automation SaaS platform had significant opportunity to accelerate sales and reduce early-stage churn with structured onboarding to improve time-to-value. I built centralized customer reference program (50+ case studies), developed 11-use-case adoption framework with targeted enablement materials, executed 50+ customer events and webinars engaging 3,000+ users, and implemented NPS closed-loop feedback process identifying critical product experience gaps.
My contributions delivered 15% retention improvement, 70% product utilization increase, customer proof points enabling $100K+ enterprise deal progression, and actionable insights influencing UI/training enhancements that reduced onboarding friction.
Win/Loss Intelligence Framework: Competitive Insights Driving Product & GTM Strategy
IBM Watson Customer Engagement's Customer Success team wanted to gain insight into customer purchase decisions for its 20 portfolio offerings. I translated findings from win/loss interviews for $30K-$155K+ deals, conducted 6-month post-purchase lifecycle analysis tracking NPS progression from initial satisfaction to adoption experience, developed competitive positioning frameworks comparing solution capabilities/pricing/sales experience, and created cross-functional recommendation process delivering insights to Sales (demo and pitch deck improvements), Support (onboarding enhancements), Marketing (positioning), and Product (UI priorities).
The competitive intelligence framework helped to understand enterprise deal losses against Salesforce, Adobe, Oracle, and Marketo, informing product and go-to-market decisions across 20+ offerings. enabled competitive takeout strategies through battlecard development, influenced $100K+ enterprise deal progression through customer proof points, and established repeatable insights-to-action framework connecting market intelligence to strategic business decisions.