I have over a decade of experience leading product marketing, lifecycle marketing, and user retention initiatives for successful tech companies such as Trulia/Zillow and Square. I specialize in building and executing go-to-market (GTM) strategies for product launches, scaling lifecycle marketing programs, and building robust user retention programs - both on mobile and web.
Additionally, I have strong experience in establishing best practices for marketing analytics and marketing automation infrastructure, essential for creating a scalable marketing program.
During my tenure at Trulia (subsequently acquired by Zillow) and later at Square, I had the remarkable opportunity to be a part of these companies during their pivotal stage of explosive growth and contribute to it.
At Trulia, I revamped the entire consumer lifecycle marketing program based on user segmentation and user journeys. This led to an overall increase in web visits by 40%, a critical metric for Trulia and an important factor in it’s acquisition by Zillow. Post-acquisition, I built the roadmap for Trulia’s push notification programs as an engagement tool.
I joined Square pre-IPO and was part of the Caviar (food delivery app) marketing team. At Caviar, I established a lifecycle marketing program which increased new orders by 50% and repeat orders by 30% as a result. I also led go-to-market strategies and integrated product marketing efforts for new product launches. One major example includes leading the GTM strategy for Caviar’s Pickup (food pickup service) launch across 17 markets.
Most recently, as a startup founder, I led the successful launch of our MVP and scaled it to 10K users (10% paying users) on a shoestring budget. My startup, Billsy, was one of 200 companies (1 of 20 fintech companies) selected for TechCrunch Disrupt’s Startup Battlefield 2023 from a pool of global applicants. Billsy was also selected for UC Berkeley’s incubator program - Berkeley SkyDeck Pad-13 (one of the 70 companies selected from a pool of 1500+ global companies).
Through the course of my career, I have worked for companies at various stages of their growth trajectories. I have a unique understanding of how to tailor GTM strategies and user retention programs based on a company’s growth stage. I also bring a distinctive combination of business and technical skills to the table. I am unafraid to get my hands dirty and do the work that’s needed to get results.
