Erin W.

LegalZoom is the first place small businesses and families turn to for their legal needs.

• Directed end-to-end commercialization, positioning, and lifecycle execution for a high-impact B2B compliance product suite.
• Spearheaded repositioning and GTM strategy including product naming, pricing, messaging, and funnel optimization to exceed AOP by 22%.
• Deployed custom LLM agents to synthesize market insights and automate messaging, cutting insight-to-launch to under 30 days.
• Captured $800K in new revenue within the first 90 days of market entry using AI-accelerated GTM execution.
• Drove $1.3M incremental revenue and a 33% MoM lift during a month-long promotion via precision audience segmentation across paid, on-site, and in-product channels.

Thick Golf makes golf balls that help with shot alignment through our Stroke Stripe design on the golf ball - play better golf and have some fun doing it!

• Built company from the ground up.
• Vetted and managed vendors.
• Developed the website and all marketing material.
• Managed online advertising.
• Designed customer lifecycle strategies and loyalty and retention programs.
• Managed shipping and logistics activities.

MyFitnessPal is the #1 global nutrition and food tracking app with a mission to help people around the world reach their health goals through better food choices.

• Owned all customer lifecycle efforts post-registration, including email, in-app messaging, and push notifications, focused on engagement, upsell, and retention.
• Built lifecycle strategy from the ground up and enabled dynamic, personalized content across multiple touchpoints.
• Managed the Segment CDP to Braze CEP integration to transform static campaigns into a 1:1 behavioral personalization engine.
• Advanced segmentation and automated workflows drove a 210% increase in premium upsell and a 52% lift in core engagement.
• Directed multi-channel CRM re-engagement that reactivated 2M users annually and produced ~22% lift in feature usage.

Golden Hippo is a dynamic, employee-owned company that builds health, beauty, and pet care brands through product development, in-house marketing, and D2C distribution.

• Owned all aspects of post-purchase customer behavior with a focus on increasing LTV and preventing churn.
• Set strategy and implemented campaigns to drive loyalty, retention, and win-back.
• Engineered post-purchase lifecycle models and cancel-flow designs to scale subscription revenue, achieving a 17.6% YoY increase.
• Launched activation, engagement, and win-back campaigns that increased projected LTV by 5% for net-new cohorts.

Dun & Bradstreet helps companies leverage data and analytical insights to take more intelligent actions that deliver a competitive edge.

• Set strategy and oversaw acquisition and customer marketing via direct mail, email, and online advertising.
• Served as the main SMB marketing stakeholder within broader marketing leadership.
• Managed a team of five and a $12M marketing budget.
• Owned acquisition and customer marketing efforts to drive SMB division growth.

• Managed all customer lifecycle strategy including loyalty, retention, win-back, upsell, and cross-sell.
• Increased retention and LTV through highly personalized messaging and meaningful product engagements.
• Developed targeted upsell and win-back direct mail and email campaigns that delivered a 21% conversion rate and 11x ROI.
• Expanded product lifecycle strategy from simple campaigns to automated, behavior- and data-driven content to stimulate product engagement.

• Drove go-to-market and integrated marketing plans for product launches and upgrades.
• Oversaw lifecycle marketing to ensure customer satisfaction and reduce churn.
• Facilitated cross-functional launch activities across demand gen, technology, finance, legal, sales ops, and sales enablement.
• Executed a go-to-market plan in 4 months that had been scoped for 6 months.
• Led a migration plan that preserved over $25M in revenue while delivering an average 12% uplift.

• Managed go-to-market activities for new product launches including value props, positioning, and sales collateral.
• Created customer messaging and sales strategy to increase product price at renewal, driving a 6% YoY revenue increase.

• Set strategy for and oversaw all company websites and landing pages.
• Drove product improvements and system enhancements to meet top-line and bottom-line revenue goals.
• Directed creation of an online ecommerce site that increased overall revenue by 400%.
• Launched a B2B SaaS freemium product that generated over $1M in upsell revenue within six months.

• Oversaw a $7M online marketing budget with aggressive e-commerce ROI goals.
• Set SEM and SEO strategy for a high-growth online marketing department.
• Achieved a 110% increase in site visitors and a 20% increase in revenue through website optimization and performance analysis.

Abbott's life-changing technology helps people live fully and offers information, medicines and breakthroughs to help you manage your health.

• Developed a market re-launch plan for a continuous glucose monitor, including market research, competitive analysis, segmentation, and positioning.
• Oversaw market research to understand the insulin-using patient, defining recruiting, probing questions, quantification, and incorporation into product positioning.
• Analyzed financial reports and diabetes market data to inform strategic recommendations and create a competitive sales training tool.