professional experience


Open Development, Inc | San Francisco, CA                          2016 - Present
Growth Marketer & Ecommerce Strategist

Lead the marketing efforts for SaaS company Open Development, Inc with an emphasis on traffic and subscription growth.

Our two products are CanIRank, a growth marketing tool suite that helps businesses improve their web presence; and GrowthAI, a SaaS tool for growth marketers that analyzes a business' data and presents the marketer with a prioritized feed of specific, actionable opportunities to drive business growth.

Beverly Fabrics, Inc | Aptos, CA
Director, Save-On-Crafts.com

2013-2015

Reporting to the CEO, directed all website production, marketing, advertising, and buying for Save-On-Crafts.com, an eCommerce division of Beverly Fabrics, Inc – the second largest, privately owned craft retailer in the United States. In this highly visible role, led a cross functional team of creatives, developers, purchasing agents, and contractors in all digital and purchasing efforts, which generated approximately 35% of Beverly Fabrics’ annual revenue.

  • Overseeing an $18m P&L, increased gross margin from 33% to 45%

  • Cultivated vendor relations with a network of over 100 manufacturers, designers, and wholesalers

  • Established Save-On-Crafts’ first ever wholesale relationship with a prominent flash sale website, generating a new revenue stream of $500,000 in the first year

  • Developed and managed search engine marketing strategy, generating approximately $1m in yearly revenue while maintaining a minimum 9:1 ROAS to ensure profitability

  • Established and nurtured social media communities – focusing on Facebook (44,000 fans), Instagram (9,000 followers), and Pinterest (19,000 followers) – as vehicles for brand outreach and customer engagement

  • Forged relationships with media influencers to get the Save-On-Crafts brand and specific product lines featured gratis in blogs, print magazines, and television

  • Trained and managed a team of four in-house and freelance copywriters to write product descriptions for over 8,000 SKUs following a customer-first SEO framework

  • Built email marketing strategy from the ground up, generating a robust customer outreach channel which generated $100,000 from July, 2014 through September, 2015

Ricochet.com | San Francisco, CA
Director, product (2012)

Supporting a dual monetization model based on ad revenue and membership subscriptions:

  • Designed and collaborated with web development team to implement Ricochet’s social networking functionality, which drove double digit increases in both pageviews and overall site visits

  • Developed and launched Gift Membership program, which drove 5% of all new subscriptions

  • Identified key opportunities within the Membership subscription cycle to communicate incentives and special offers to decrease overall attrition rates

Managing Editor (2011 - 2012)

  • Managed full architecture of editorial and product messaging content

  • Maintained Contributor relations, which entailed soliciting articles from a roster of 45 distinguished Contributors (including governors, celebrities, and academics), communicating with Contributors about the progress and vision of the venture, and actively promoting Contributor work through dozens of web-based distribution channels

  • Led an editorial staff of four editors and two revolving interns

  • Generated ad copy strategy and copy for social media advertising campaigns and direct email campaigns

Web evangelist (2010)

  • Generated ad copy strategy, produced copy, and oversaw concept testing for Facebook advertising campaigns during Ricochet’s pre-launch period

  • Established and maintained Ricochet’s social media presence and spearheaded community engagement on Facebook and Twitter

hoover institution | Stanford, ca                                                2010 - 2012
Research assistant

  • Utilized archives, online search engines, and scholarly journals to amass, evaluate, and summarize data and resources for Research Fellow Peter Robinson’s project on the Cold War

Associate Producer, Uncommon knowledge with peter robinson

  • Evaluated, recommended, and researched guests for the Hoover Institution’s interview program, Uncommon Knowledge with Peter Robinson.

  • Drafted interview scripts for guests including Justice Antonin Scalia, Australian Prime Minister John Howard, Czech President Vaclav Klaus, Governor Haley Barbour; and assisted in the post-production marketing of each program

Education


A.B. with High Honors, Russian Language & Literature, Dartmouth College, Hanover, NH (2008)
Additional coursework in statistical methods, microeconomics, macroeconomics, public economics, and urban & land use economics