Marketing

I build brands, convert users, and drive demand generation, with expertise in product marketing, content marketing, email marketing, and solutions marketing. From GTM and brand strategy to messaging and design, I create marketing collateral that empowers sales teams and launch campaigns that create buzz.

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Tech Stack

I build marketing teams from the ground up, implementing and running the entire martech stack, including CRMs, digital and content management systems, website builders, email marketing, analytics, and design tools.

Figma, Squarespace, Canva, Hubspot, InDesign, PhotoShop, Marketo

Case Studies

I create case studies that tell a product’s story and illustrate its value. My case studies are customized based on individual buyer personas and context (i.e., pitch decks, websites, one-pagers).

Sample Work | Case Studies

  • Copy, Design

  • Copy, Design

  • Copy, Design Strategy

  • Copy, Design Strategy

  • Copy, Design Strategy

  • Copy, Design Strategy

  • Copy, Design Strategy

  • Copy, Design Strategy

  • Copy, Design Strategy

Sales Enablement

I empower sales teams with marketing collateral that educates and influences decision-makers. I own messaging and design of pitch decks, one-pagers, flyers, and brochures - used for print and digital distribution.

Sample Work | Pitch Deck Slides & One-Pagers

  • Pitch Deck Slide

    Storytelling, Copy, Design

  • Pitch Deck Slide

    Copy, Design

  • Pitch Deck Slide

    PS Design (Icons), Copy

  • Pitch Deck Slide

    Copy, Design

  • Pitch Deck Slide

    Copy, Design

  • Pitch Deck Slide

    Copy, Design

  • Pitch Deck Slide

    Copy, Design, Brand Strategy

  • One-Pager (BD)

    Storytelling, Design, Copy

  • One-Pager (Recruiting)

    Storytelling, Design, Copy

  • One-Pager (Recruiting)

    Storytelling, Design, Copy

  • One-Pager

    Storytelling, Copy, Design

“A Crypto Thesis”​ is an 11,000 word whitepaper on the blockchain and crypto industry. I partnered with the author, Joey Krug, Pantera’s Co-CIO and Augur founder, to write, edit, and publish the paper.

  • Co-Authored (including editing, copyediting, content fact-checking)

  • Authored Executive Summary for varying market segments

  • Content Marketing Strategy 

Sample Work | Content Marketing

Thought Leadership

“A fascinating perspective, as well as a model of lucid prose on this complex subject”
— Wall Street investor

Results

  • 70% higher circulation than any publication in firm’s history (7 years)

  • 42,000 people read the article on Medium - 300% increased readership 

  • 3rd most circulated firm tweet

  • Pivotal asset in successfully raising $175m for firm’s third venture fund

Sample Work | Branding

Challenge
An investment firm had five distinct investment vehicles – often creating confusion for prospective investors.

Solution
I determined that each fund’s liquidity was distinct and could be the foundation of our narrative. I created the “Liquidity Spectrum” - a visual overview of all five funds along a spectrum of liquidity. I crafted messaging and redesigned fundraising collateral with our new fund-centric branding.

Branding

I help founders and product owners develop brand strategy (i.e., tone, voice, values, messaging, and positioning, attributes, personas) and build awareness.

Sample Work | B2C Product Marketing

Added Security on Mobile

  • Primary and Secondary User Research

  • Go-to-Market Strategy

  • Positioning and Messaging

  • Design & Copy for all marketing assets (see landing page and one-pager examples)

  • Sales Enablement and Service Team training and playbooks

Challenge
We wanted to encourage clients to download the app for added security, using features exclusively available on the mobile app

Solution
Design a web page and one-pager with clear and concise messaging, emphasizing mobile-exclusive security benefits including user control

Results
Increased mobile adoption among previously hard to convert clients (one of many campaigns that helped convert approximately 130,000 consumer clients to the mobile app)

Sample Work | B2B Product Marketing

Mobile Alerts Adoption

  • Primary and Secondary User Research

  • Go-to-Market Planning

  • Positioning and Messaging

  • Sales enablement and service team training and playbooks

  • Text, Email & Mobile Interstitial copy

  • Change Management 

Challenge
Following several fraud incidents, we discovered that some of the victims had not set security alerts, which could have prevented the losses. We needed clients to opt in and set up alerts and initiated an email campaign to encourage them

Solution
Two-month campaign via email, mobile app, and high touch service team support to increase user adoption

Results

  • Grew voluntary alerts adoption from 7% to 24%. 

  • Key Insight: email is much more effective than mobile banners at driving conversions