Product Marketing & Strategy Leader | Social Growth Architect & Accelerator

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I translate complex products into compelling stories that connect to customers and ignite user interest. With 20+ years of marketing experience, I thrive on crafting compelling narratives and designing strategies that deliver results. Highlights include:

• Scaled Facebook's B2B social paid media 18x: Identified untapped audience opportunities in the B2B tech space, built campaigns that exceeded $14M in spend.
• Led new product launches at Facebook, Recurrency, Mariana, and Filecoin: Defined messaging, built marketing materials, and executed successful go-to-market plans for new software categories.
• Masterful storyteller and collaborator: Transformed complex technical concepts into simple, impactful narratives, ensuring clear communication and understanding for diverse audiences.
• Developed solutions engineering initiatives: Conceptualized and drove the creation of an API to align product requirements with advertiser needs, driving 20x increase in self-service conversions.
• Passionate about technology and user-centric innovation, I'm always eager to tackle new challenges and build products people love.

Work Experience

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Polyhedra Network

Head of Social & Community Marketing
July 2024 - October 2024 | Remote

Polyhedra builds the fastest ZK proofs to power Web3 growth.

Responsibilities

• Lead a team of 20 community global moderators and ambassadors to engage and excite the Developer, TradFi, and Token Holder audiences.
• Incentivize community action with thoughtful token distribution through gamified AMAs, quiz events, live streams, and creative challenges.
• Run cost effective paid media campaigns to amplify content.
• Produce weekly co-marketing campaigns with partners, collaborators, and vendors.
• Deliver keynote presentations for conference audiences.

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Protocol Labs

Head of Social Marketing and Strategy
2022 - 2024 | Remote

Protocol Labs is an open-source R&D lab building web3 protocols, tools, and services. Protocol Labs launched the Filecoin mainnet in 2020 and continues to support and invest in the Filecoin ecosystem.

Responsibilities

• Team Leadership: Lead and inspire a high-performing team of content, strategy, and communications marketers to foster the growth and engagement of the Filecoin and IPFS community across diverse marketing channels.
• Community Building: Operationalize and enhance over 50 social communities, focusing on improving collaboration, security, and messaging to create a vibrant and cohesive ecosystem.
• Audience Engagement: Develop and implement marketing strategies tailored for key audiences: developers, Storage Providers (miners), and token holders (investors).
• Social Media Growth: Successfully delivered marketing strategies that propelled the primary Twitter account, @Filecoin, from 150k Followers to an impressive 650k in just 12 months.
• Event Promotion: Drive awareness and attendance for live events, including pre and post-event messaging for significant gatherings such as FilSingapore, FIL.VC, IPFS Camp, Labweek2022, Funding the Commons, Sustainable Blockchain Summit, FilLisbon, and various others.

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Recurrency (Startup)

Head of Marketing
2021 - 2022 | Nashville, TN

Awards & Achievements Responsibilities

• Product Marketing Leadership: Assembled and led a dynamic team comprising 5 full-time marketers, solutions engineers, and designers (in addition to managing contractors). Spearheaded initiatives to elevate brand awareness and drive lead acquisition.
• Go to Market Strategy: Formulated and executed a comprehensive go-to-market strategy for a groundbreaking enterprise software category. Oversaw the orchestration of cross-channel message delivery to maximize impact.
• Campaign Excellence: Built and led a results-oriented team dedicated to delivering industry-leading campaigns and marketing materials. Ensured the alignment of strategies with overarching business objectives.

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Facebook (Meta)

Product Marketing Manager (2016), Head of B2B Social Marketing (2019)
2016 - 2021 | Menlo Park, California

Awards & Achievements Achievements

• 200X Budget Increase: Identified and capitalized on unexplored opportunities for paid media, growing the trial paid budget from $80k to $14M+ in 2 years. Expanded the team to manage global paid marketing.
• External Industry Leader: Authored 'Optimizing Direct Response Campaigns [white paper],' exploring ad placement expansion across internally managed case studies.
• Ad Specs API Development: Developed the ad specs API powering the Ads Guide and ensuring alignment of all surfaces with true product requirements.

Responsibilities

• Global Social Marketing Operations: Led global social marketing operations for Meta's business platform, overseeing both organic and paid strategy, measurement, and execution.
• Visionary Leadership: Defined a clear global social marketing vision, influencing cross-functional stakeholders to enhance collaboration and align messaging with this vision.
• Cross-Functional Collaboration: Partnered with sales, marketing, product, public relations, creative, and media leads to execute successful campaigns. Acted as the primary liaison, educating partners on the power and potential of social marketing.
• Outbound Strategy and Launch Planning: Owned outbound strategy and launch planning for Meta's business integrity products, including elections integrity, GDPR, Page transparency, Page admin authorization, business platform, and ads integrity.
• Product Communication: Effectively communicated the value proposition of new products and features to go-to-market teams and delivered impactful sales collateral.

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Coca-Cola

Global Operations Director, Coca-Cola Social Connections
2010 - 2016 | Atlanta, Georgia

As a Global Operations Director at Coca-Cola, led a dynamic operations team overseeing the company’s social marketing network. Responsible for developing and executing comprehensive product marketing strategies across various social media platforms, ensuring impactful publishing, listening, analysis, topic tracking, measurement, and collaboration.

• Strategic Social Platform Management: Oversaw product marketing initiatives on major platforms, including Facebook, Instagram, Snapchat, Twitter, YouTube, Google+, and Flickr, managing communities for numerous global brands across 192 markets.
• Product Marketing Vision and Strategy: Presented Coca-Cola's social marketing strategy and vision at internal and external marketing events, aligning initiatives with overarching business goals.
• Global Moderation Leadership: Led the global moderation scope and processes, ensuring timely and accurate support for fans. Conducted audits of agencies to maintain quality standards.
• Media Spend Analysis: Tested and analyzed media spend globally, crafting company policies and governance to achieve success in all paid key performance indicators (KPIs).
• Budget Management and Vendor Negotiation: Managed budgets, prioritized spending, and negotiated contracts with vendors and agencies. Ensured efficient publishing, listening, and measurement solutions for diverse markets.
• Platform Management: Directed core platform management, overseeing access, logins, security, and education to optimize the use of social media platforms.
• Contribution to Investor Reports: Contributed to quarterly investor reports, providing insights into product marketing strategies, achievements, and future plans,

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360i

Global Social Media Supervisor
2010 - 2013 | Atlanta, Georgia

• Leadership and Strategy: Led and managed a high-performing team comprising production managers, developers, designers, and account specialists. Directed the team to create and maintain robust social presences aimed at maximizing market value.
• Enterprise Publishing Strategies: Developed and supported enterprise-level publishing strategies, collaborating with agencies and local market teams to ensure a unified and impactful online presence.
• Strategic Advisory Role: Provided strategic guidance on social best practices, brand voice, search engine marketing (SEM), web application development, and content creation to enhance overall product marketing effectiveness.
• Performance Tracking and Reporting: Tracked and analyzed site metrics, generating comprehensive performance reports. Identified trends, insights, and presented compelling case studies to inform data-driven decision-making.
• Campaign Activation and Media Spend Assistance: Assisted local market teams with campaign activation, leveraging expertise in media spend optimization to enhance the reach and impact of marketing initiatives.

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CNN

Webmaster, CNN/Tech Writer
2003 - 2011 | Atlanta, Georgia

Awards

• Web Development Expertise: Developed and maintained CNN.com and partner sites using a robust skill set including PHP, CSS, JavaScript, HTML, and XML.
• Content Supervision: Supervised day-to-day content for multiple live video feeds, ensuring seamless coordination and cross-promotion across CNN's diverse networks.
• Collaborative News Coverage: Collaborated with multiple production teams to deliver engaging and informative news coverage, reaching millions of viewers.
• Subscription Model Transformation: Successfully reorganized the fee-based subscription model, transitioning it into an ad-based CNN.com Live video service for enhanced accessibility.
• Software Development Management: Managed the software development of an internal control application specifically designed for web-based aspects of live online video production.
• Innovative Broadcasting Techniques: Pioneered CNN's first use of VC (Virtual Correspondent) interviews for live broadcast, showcasing innovation and adaptability in broadcasting techniques.

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City of Belmont

City Planning Commissioner
2019 - 2021 | Belmont, California