As a Product Marketing Manager at Wix, I worked across the core user funnel. One key insight we uncovered was that users who signed up on mobile rarely continued building their website—because site creation wasn’t available on mobile. This created a major drop-off before monetization.
To solve this, I developed a targeted lifecycle campaign that identified mobile signups and guided them to continue their website creation on desktop using behavior-based messaging and timely personalized nudges.
The campaign successfully reactivated these users, increased the number of sites created after mobile signup, and improved conversion to Premium plans which drove meaningful uplift in paid subscriptions and revenue.
As Senior Product Marketing Manager at Unit, a B2B embedded finance startup, I led the GTM strategy and execution for the White-Label product line. This included leading the launch of the White-Label App — a no-code,
out-of-the-box embedded banking and lending solution for tech companies building financial experiences for businesses, consumers, and independent workers.
I developed the messaging and positioning for the White-Label App, framing it as a secure, compliant, and brandable solution that fit seamlessly within Unit’s broader
no-code, low-code, and API product suite.
Because the White-Label App is designed to live inside our customers’ products, I shaped the product visuals and launch narrative around the end-user experience by showing what businesses, consumers, and independent workers would actually see when interacting with the embedded financial features.
I wrote all key launch assets and led creative direction for visuals and video, building on the brand refresh I had previously driven.
The launch drove new enterprise prospects and generated significant revenue.
Key assets included:
- Launch blog post
- Product announcement and email campaign
- Explainer video and still imagery
- Social media campaigns
As a Product Marketing Manager at Wix, I managed the Student vertical. We identified this segment after noticing a growing trend of users creating portfolio and resume websites as they prepared for internships and first-time employment.
I developed the marketing and acquisition strategy for this audience and established a partnership with Student Beans, the leading student discount platform, to offer an exclusive cross-promotional Premium plan discount for university students.
I then led a cross-functional team of designers, writers, developers, and marketers to develop messaging, build creative assets, launch targeted campaigns across multiple channels, monitor results, and iterate based on our defined KPIs: awareness, usage, and upgrades.
As Senior Product Marketing Manager at Mailjet, a no-code/low-code email marketing platform for SMBs and Enterprises, I led GTM strategy and the full product repositioning—overhauling our market narrative, messaging framework, and value propositions to better compete in the email + API ecosystem.
I wrote core copy across the website, sales collateral, campaigns, ads, and in-app messaging, partnering closely with Design to align visuals and video with the updated product story.
Mailjet served three distinct audiences—developers integrating the email API, marketers using the visual editor, and product teams embedding Mailjet via white-label partnerships. I built differentiated messaging and GTM plays for each persona.
I also led multiple campaigns, including the Holiday Templates campaign, which drove strong engagement, signups, upgrades, and revenue.
As Senior Product Marketing Manager at Unit, a B2B embedded finance startup, I led the GTM strategy and execution for our White-Label product line — a no-code/low-code alternative to building with Unit’s core API. This included launching White-Label UI Components, a suite of low-code building blocks that enabled companies to embed banking and lending features directly into their product with significantly less engineering effort.
These Components included backend and frontend code, customizable and brandable UX/UI, and compliance logic out of the box—giving developers a powerful head start and helping companies accelerate time-to-market without sacrificing design, compliance, or control.
Because these Components live directly inside our customers’ products, I shaped the product visuals and narrative around the end-user experience, showing how businesses, consumers, and independent workers would interact with each financial feature.
I developed the messaging and positioning framework for the entire White-Label line and wrote all core content, including the initial launch blog, release announcements, and customer-facing narratives for the Sales team.
Over the year, we launched 24 Components across Web, iOS, Android, and React, and I led the GTM for each release. I also oversaw creative direction across videos, website updates, and campaign visuals.
Key assets included:
- Initial launch announcement and blog post
- Product announcement for Add Card to Mobile Wallet Component
- Product announcement for iOS Components bundle
As Senior Product Marketing Manager at Unit, a B2B embedded finance startup, I drove the GTM launch of Selfie Verification, a feature designed to strengthen onboarding security by adding a biometric layer of identity verification.
Instead of relying solely on documents, the process cross-checks a real-time photo of the applicant with their government ID, helping banks catch fraudulent attempts earlier and onboard legitimate customers faster.
This launch was part of a broader portfolio of fraud and identity initiatives I led at Unit, including ACH risk-scoring automation, integrations with providers like Stytch and Auth0, and compliance-driven onboarding enhancements across KYC, AML, and BSA. These features positioned Unit to offer their customers and partner financial institutions more secure infrastructure to fight fraud at scale.
At Unit, a B2B embedded finance startup, I led and creative-directed a strategic brand refresh to support our move upmarket into the Enterprise. As the company grew, our existing visual identity, messaging, and product visuals no longer reflected the sophistication, trust, and credibility expected by larger prospects and enterprise decision makers.
To elevate the brand, I led a cross-functional refresh across all major touchpoints—updating the messaging and positioning, visual identity, website, product UI visuals, sales materials, developer documentation, marketing/event assets, and social channels.
My focus was ensuring that every part of the brand communicated clarity, maturity, and technical depth, while resonating with both business and developer audiences.
At Smore, a SaaS newsletter platform in the edtech market with 2M+ users, I led product marketing across positioning, messaging, segmentation, and GTM strategy while also overseeing the brand’s communication and creative direction. I built and managed multiple teams from scratch and shaped how the product was understood, adopted, and expanded across schools, districts, and individual educators.
I developed the product narrative and value propositions for both new and existing offerings, created multi-step lifecycle campaigns, and drove acquisition, activation, and upgrade motions. I partnered closely with Product, Sales, and Customer Success to translate user insights into messaging, funnel improvements, and launch strategies.
I also owned the brand voice, tone, and content strategy across email, landing pages, sales enablement, and in-app messaging, ensuring every touchpoint reinforced the product story and supported the broader growth strategy.
Sales and Brand Marketing Campaigns
Product Marketing
While working in the hotel's marketing and branding department, I creative directed and produced large-scale photo shoots for the hotel, spa, and event spaces, in collaboration with a wonderful team of photographers and stylists.
In combination with content that I wrote, these photographs were and are still used for the website, print and digital advertising, sales collateral, and marketing campaigns.
Selected writing:
As a Product Marketing Manager at Wix, I tackled a significant churn issue among some of Wix’s earliest user cohorts. Many of the websites created in the platform’s early days had become outdated or unsupported, resulting in broken or deprecated pages that surfaced as old 404 screens with no clear guidance for users on how to fix the problem. This not only created a poor user experience but also risked losing users who could have been reactivated.
I partnered with Product and Engineering to map the full set of scenarios that triggered these outdated pages, identified the user paths most at risk, and aligned on the appropriate remediation workflows.
I then led the creative direction and messaging for a refreshed set of 404 pages aligned to Wix’s updated visual language, designing clear, actionable prompts to guide users toward restoring their websites and payments.
When I led branding and product marketing at Smore, a SasS newsletter tool, I identified a new vertical - users from the world of fashion, style, and design who were using our product to communicate with their customers. I created the StyleSetters sub-brand to target and engage already-existing users and acquire new ones.
I devised the name and strategy, directed the creative, determined the messaging and wrote content for email campaigns, product, advertising channels, and promotional partnerships.
I led and directed the branding for Grove, a mobile communication app for small businesses.
In line with the brand strategy, I gave the app its name, directed the design of the logo, and created the visual concept for the app screens.
When I led branding and product marketing at Smore, we had incredibly enthusiastic customers who regularly promoted the product on social media. To nurture this organic advocacy and strengthen our relationship with power users, I developed a mailed card + stickers campaign as a highly impactful and cost-effective way to engage with our educator community.
The campaign not only expressed genuine appreciation — it also reinforced a sense of recognition and belonging, sparking short-term social buzz and contributing to long-term loyalty among some of our most dedicated users.
I collaborated with the team at Talents Design House, a luxury furniture store to refine their overall brand messaging. I wrote copy for web and print and led the creative direction and strategy for their website.
I also developed the launch strategy and plan for the Diamond Woods Collection, a new product line they added to their shop.
Selected writing:
Dreame is a platform for commissioning beautiful products inspired by personal stories.
I developed the creative and marketing strategy for their holiday season offerings, as well as created their website and wrote the content.
