Spearheaded initiatives activating global base of 1.7M sellers to drive growth, brand awareness, and retention on both supply and demand sides of marketplace. Lead special projects for marketing and international teams.
Built international network of 200 brand advocates that increased buyer reach and retention of 100K+ sellers in target markets.
As part of working group, established global strategy and product implementation revamping how Etsy reaches, engages, and retains users after its IPO.
Optimized and localized onboarding for sellers in EU, CA, US, and APAC via multi-channel acquisition program using paid, email, and peer-to-peer strategies.
Tripled number and reach of US pop-ups YOY, as part of brand awareness campaign reaching 300K+ global shoppers in 2015.
Collaborated on launch of first global marketing campaign Difference Makes Us in 2016.
Built operational processes to expand work internationally, including legal and financial systems for sponsorships and promotions.
The New School's Eugene Lang College
Achieving Record Growth
Increased fundraising revenue by 600% by creating programs to grow young college’s donor base. Improved response rate through personalized content, email, and direct mail campaigns, and led in-person engagement opportunities.
Project Management + Strategic Planning
Managed 4 large-scale program launches from conceptualization through funding. Established strategic plan with executive leaders to advance college’s value proposition and brand.
Implemented system to streamline workflow between fundraising team and Dean, resulting in faster execution, more effective communication, and more transparent goal tracking.
Memorial Sloan Kettering Cancer Center
Wrote proposals on cancer treatment and research, used as pitches for prospective donors. Synthesized complex scientific information to highlight MSK’s work for lay audiences.
Collaborated with Founder and Board of Directors to create roadmap for diabetes education program in Rwanda. Launched fundraising campaigns that doubled annual budget.
Facilitated post-mortems for Etsy's engineering, product, HR, and communications teams on incidents ranging from product launches to payment outages. Etsy's practice enables learning from incidents like site outages and aligns with continuous deployment engineering approach.
Speaking + Awards
Etsy Captains' Summits
Represented Etsy and delivered talks at regional conferences for brand advocates (Captains), who organize community activations.
“Future of Community at Etsy” | Etsy APAC Captains’ Summit | Noosa, Australia, 2017
“Growing the Etsy Ecosystem” | Etsy European Captains’ Summit | Paris, France, 2016
“Building Community from Scratch” | Etsy Canadian Captains’ Summit | Toronto, Canada, 2016
Nominated by Etsy sellers for industry award, recognizing community management via brand advocate program.