As a Product Marketing Manager at Wix, I worked on various projects and features along the main funnel. One of the issues we saw was that users who signed up to Wix.com through their mobile devices, were not taking the next step to create their website. Since websites couldn’t be created on mobile, my goal was to guide users to make their first website on desktop, and then upgrade to become paying Premium users.
I developed an ongoing campaign that targeted these users with relevant emails based on their activity.
As a result, we saw an increased amount of users continuing through the funnel to create their websites and convert to Premium.
Experience gained: Product marketing, strategy, messaging, creative direction, writing, marketing
As a Product Marketing Manager at Wix, I managed the Student vertical. We identified this vertical by recognizing a trend among users creating portfolio and resume websites for first time employment.
I developed the marketing and acquisition strategy and established a partnership with the leading student discount platform, Student Beans, to offer a cross-promotional discount on Premium plans for university students.
I then led a team of designers, writers, developers, and other marketing professionals to develop messaging, build creative assets, launch targeted campaigns across various channels, monitor results, and iterate based on our set KPIs - awareness, usage, and upgrades.
Experience gained: Product marketing, strategy, product positioning, messaging, creative direction, writing, marketing, design
As Senior Product Marketing Manager at Unit, a B2B embedded finance startup, I led the GTM strategy and execution for the White-Label App launch, driving new prospects and generating significant revenue.
For the launch, I created key content assets, including:
- Launch blog post
- Product announcement and email
- Social media posts
Additionally, I led the creative direction for all launch videos and imagery, leveraging the work I led for our brand refresh.
At Mailjet, I led the brand’s rebrand which included messaging, value propositions, and visual identity. I wrote all the new messaging and copy for the website and marketing materials.
I also led and executed the GTM strategy. I launched various campaigns, including for the holiday template campaign which successfully drove engagement, signups, usage, upgrades, and revenue.
Experience gained: Product marketing, messaging, branding, creative direction, GTM strategy and execution, cross-functional team leadership
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:
Experience gained: Branding, writing, creative direction, production, PR, marketing
As Senior Product Marketing Manager at Unit, a B2B embedded finance startup, I led and executed GTM strategy for financial products including accounts, cards, payments, lending. I led the strategy and execution for the company’s most high-profile product line, White-Label UIs, which included low-code and no-code solutions for building.
My work successfully drove new prospects and generated significant new revenue.
I developed the strategy, messaging, content, and creative direction for numerous product launches, including:
White-Label Components for iOS & Android
Experience gained: Product marketing, messaging, creative direction, GTM strategy and execution, cross-functional team leadership
At Smore, a SaaS newsletter tool in the edtech market, I led the brand's communication, product marketing, and creative strategy with 2M+ users. I also built and managed several teams from the ground up.
I created the brand voice, tone, and visual style as well as creative directed and wrote content for email marketing, sales campaigns, and landing pages.
Sales and Brand Marketing Campaigns
Product Marketing
Experience gained: Brand strategy, product marketing, creative direction, writing, digital marketing, leadership
At Unit, I led and creative directed the company’s brand refresh. The visual brand had become dated and the messaging no longer resonated with our target customers.
Aiming to elevate the brand, I led a strategic refresh of the brand guidelines, brand identity, messaging and positioning, website, product UIs, presentations and materials for sales prospects, developer documentation, marketing and event assets, and social media assets.
Experience gained: Brand building, brand strategy, creative direction, digital marketing, writing, event branding and production
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.
Experience gained: Branding, strategy, product marketing, naming, creative direction, brand building
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.
Experience gained: Brand building, brand strategy, naming, creative direction, logo design, mobile app design
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:
Product Launch - Diamond Woods Collection
Experience gained: Branding, writing, web design, strategy, luxury
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.
Experience gained: Strategy, brand building, creative direction, writing
An issue i tackled while working at Wix as a Product Marketing Manager was churn from some of Wix’s early cohort of users. The websites and pages these users had created when Wix first started were becoming obsolete, and as a result, a slew of dated 404 pages were appearing in their place without clear direction for users to remedy the issue.
I worked with the Product and Engineering teams to map out the various scenarios in which these pages would appear, led the creative direction of new 404 pages in line with our new visual language, and developed clear messaging for users to take action to restore their websites and payments.
Experience gained: product marketing, cross-functional team leadership, messaging, creative direction
When I led branding and product marketing at Smore, we had wonderful customers that went out of their way to promote our product on social media. In a show of appreciation, I developed the a mailed card/stickers campaign as an impactful and cost-effective way to engage with our users.
Beyond showing our gratitude, this gave our customers the feeling of reward and recognition, creating short-term virality on social media and long-term brand loyalty.
Experience gained: Branding, brand strategy, creative direction, writing, customer happiness, customer retention
