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 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 launching the White-Label App, a no-code embedded banking and lending solution—driving new enterprise prospects and generating significant revenue.
I developed the core messaging and positioning for the White-Label App, framing it as a fully functional, branded, and compliant solution. I positioned it within Unit’s broader platform as part of a flexible suite of no-code, low-code, and API offerings, helping prospects choose the right entry point based on their technical resources and business goals.
For the launch, I wrote key content assets and led creative direction for visuals and video, building on the brand refresh I had previously driven.
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 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 Mailjet—a no-code/low-code email marketing platform for SMBs and Enterprises—I led the company’s full repositioning and rebrand, including overhauling messaging, value propositions, and visual identity. I developed a new messaging framework and wrote all new copy across the website, sales collateral, and marketing campaigns, and partnered with the design team to creative direct new visuals and videos.
Mailjet served both technical and non-technical audiences: developers integrating the email API, marketers using the visual builder, and product teams embedding Mailjet via white-label partnerships. I built differentiated messaging for each persona and led GTM strategy for multiple campaigns, including the Holiday Templates campaign, which successfully drove engagement, signups, upgrades, and revenue.
As Senior Product Marketing Manager at Unit, I led the GTM strategy and execution for our White-Label product line, including the launch of White-Label UI Components—a suite of low-code building blocks that enabled companies to offer their customers banking and lending products with significantly less engineering effort.
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 course of 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, I drove the go-to-market 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 projects positioned Unit to offer fintechs and financial institutions a modern, more secure infrastructure to fight fraud at scale.
At Unit, I led and creative directed a light brand refresh to support our move upmarket into the Enterprise. As the company grew, the existing visual identity, messaging, and product visuals no longer reflected the sophistication or credibility expected by larger prospects and decision makers.
To elevate the brand, I led a strategic refresh across all major touchpoints — including brand guidelines, visual identity, messaging and positioning, website, product UI, sales presentations, developer documentation, marketing/event assets, and social media — ensuring consistency and resonance with both technical and business audiences.
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
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
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, 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
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
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: Product Marketing, Strategy, brand building, creative direction, writing
