Vivian W.

A self-funded SaaS venture studio creating real businesses.

• Lead marketing strategy and opportunity sizing for new products

• Scaled Bark&Co's e-commerce platform, bark.co, from inception to a multimillion-dollar business, showcasing exceptional strategic growth capabilities.
• Owned and managed a seven-figure acquisition budget for paid media across Meta, Google, and Affiliates, demonstrating adept financial and campaign management.
• Developed and executed Lifecycle campaigns that significantly increased repeat purchasing through cross-sell and creative testing, evidencing a strong capability in customer retention and engagement strategies.
• Collaborated with product, operations, and creative teams to test and scale Meta and Email campaigns, resulting in a 50% reduction in Customer Acquisition Cost (CAC) and a 137% increase in new subscriptions during peak season, showcasing effective cross-functional leadership and strategic planning.
• Launched BarkBox on TikTok Shop, leading to unlocking a new growth channel with a 60% lower Cost Per Acquisition (CPA) than non-brand paid search, highlighting innovative channel expansion and cost-effective customer acquisition.

• Owned and executed the “Add-to-Box” strategy for the kibble business, enhancing customer engagement and order value.
• Developed and managed a multi-channel marketing calendar for the BARK Food rebrand and launch, ensuring cohesive brand messaging across platforms.
• Successfully launched Toppers on Google Shopping, unlocking a new ROI-positive channel for the Consumables category and expanding market reach.

Firewood, now known as Media.Monks, is a global company that evolves the world's most valued brands through strategic planning, creative, performance media, technology, and events.

• Advised on targeting priorities for Google Cloud products, enhancing product positioning and market penetration
• Led paid search experiments, significantly improving campaign performance and ROI
• Innovated ways of working post-SMB re-organization, optimizing team efficiency and productivity

PHD is a globally awarded media agency whose advanced thinking combines data, technology, and expertise to push brands and businesses forward.

• Designed and implemented a comprehensive measurement strategy, incorporating approaches to attribution, marketing mix modeling, brand lift studies, and A/B testing, which informed and optimized cross-channel media strategies for major client HP.
• Managed a team of 2 Senior Analysts, ensuring effective team operations, development, and contributions to key projects and initiatives.
• Forecasted annual budgets by channel, enhancing financial planning accuracy and media investment strategies for HP.
• Established and managed a cross-functional RACI and reporting schedule, streamlining communication and project execution across teams.

• Managed research and analytics across three accounts with a combined annual media spend of $100 million, showcasing expertise in high-stakes financial management and strategic analysis.
• Served as the first data analyst in PHD's San Francisco office, pioneering the role and establishing foundational analytics practices in a new market.

Nielsen shapes the world’s media and content as a global leader in audience insights, data and analytics, offering comprehensive understanding of people and their behaviors across all channels and platforms.

• Conducted marketing mix modeling analysis for Fortune 500 CPG clients.