Strategy · Acquisition · Leadership

Experience

The direction to move forward.
The experience to make it happen.

I’ve spent 13 years building acquisition programs, improving the journey from signup to paid, and leading teams across SaaS, subscription businesses, and two-sided marketplaces.

A hand placing a green architectural block onto a cream and green structure

How I Build Growth

Growth Strategy

Finding the Opportunities Worth Pursuing

I connect business performance, customer insight, and acquisition data to identify where growth is getting stuck and where to invest next.

Map the journey from acquisition through activation and paid conversion
Use channel performance, customer surveys, and behavioral data to set priorities
Align team responsibilities and investment with the growth strategy

Customer Acquisition

Building and Strengthening Acquisition Channels

I’ve led paid and organic acquisition, expanded into new channels, and brought campaign execution in-house. My focus is on acquiring customers who contribute to revenue.

Build and run paid campaigns across new and established channels
Refocus organic content around relevant topics and customer needs
Direct agencies and internal teams, connecting their work to business priorities

Conversion and Monetization

Turning Product Usage Into Revenue

I work across the journey from first visit to paying customer, including website messaging, onboarding, pricing, and upgrade experiences.

Simplify signup, pricing, and upgrade flows
Test contextual upgrade prompts and new-user offers
Work with Product and Engineering on onboarding and paid conversion

Teams and Leadership

Building the Team’s Ability to Deliver

I’ve built and led teams, reorganized marketing functions, and coached people through changes in strategy and responsibility.

Built and led a 10-person team across marketing and membership
Reorganized and developed a five-person growth team across subscription software brands
Coordinated priorities and execution with founders, agencies, Product, and Engineering

Business Growth

Connecting the Work to the Bigger Business

I connect acquisition and conversion decisions to paid-customer and revenue growth, while building the team and capabilities to support the next stage.

Led growth strategy across four subscription software brands
Helped scale annual revenue from $2M to $20M at a two-sided career marketplace
Contributed to a successful acquisition

Career History

Mar 2026 – Sep 2026

Head of Growth

CloudSpot
SaaS Platform for Creative Professionals

Led growth strategy and execution across acquisition, activation, and paid conversion for a freemium business.

Sep 2024 – Mar 2026

Head of Growth

Strategy11 / Formidable Forms
Subscription Software Portfolio

Set growth priorities across four brands and developed a five-person team across acquisition and paid conversion.

Dec 2017 – Feb 2023

Vice President of Marketing

Ivy Exec
Two-Sided Career Marketplace

Led subscription growth, built a 10-person team, and helped the business scale on its path to acquisition.

Sep 2016 – Dec 2017

Digital Marketing Manager

Applause
Global Software-Testing Community

Owned global user acquisition, activation, and retention, with campaigns supporting regional signup targets.

Aug 2015 – Aug 2016

Marketing Manager

WriterAccess
Content Marketplace

Managed acquisition, activation, and retention for a marketplace connecting freelance writers with businesses.

Aug 2013 – Jul 2015

Marketing Manager

Goldman Marketing Group
Professional-Services Marketing Agency

Managed content, on-page SEO, and website performance across more than 40 client websites.

Let’s Talk Growth

Looking for someone who can connect strategy, team leadership, and execution?

Let’s Talk Ways to Work Together