Erin W.

Experience

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  LegalZoom

  Senior Product Marketing Manager

  May 2025 - Present

  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.
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  Thick Golf

  Co-Founder and CEO

  Mar 2024 - Present

  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.
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  MyFitnessPal

  Director of Customer Engagement

  Feb 2021 - Feb 2024

  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.
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  Golden Hippo®

  Director, Customer Retention

  Jan 2020 - Jan 2021

  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.
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  Dun & Bradstreet

  Head of Integrated Marketing, SMB Division

  Sep 2019 - Jan 2020

  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.
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  Dun & Bradstreet

  Senior Director, Customer and Product Marketing

  Sep 2018 - Sep 2019

  • 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.
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  Dun & Bradstreet

  Director of Product Marketing

  Jan 2016 - Sep 2018

  • 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.
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  Dun & Bradstreet

  Senior Product Marketing Manager

  Mar 2014 - Dec 2015

  • 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.
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  Dun & Bradstreet Credibility Corp.

  Product Manager

  Sep 2012 - Mar 2014

  • 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.
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  Dun & Bradstreet Credibility Corp.

  Manager, Online Marketing

  May 2011 - Sep 2012

  • 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.
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  Abbott

  MBA Intern, Brand Strategy & Analytics

  Jun 2010 - Sep 2010

  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.