"People don't buy what you do; they buy why you do it." - Simon Sinek
Anna Beck sells handcrafted contemporary jewelry from artisans in Bali. The company achieved significant growth, but the marketing strategies stagnated, hindering efforts to scale e-commerce sales.
During my tenure as fractional CMO, I revitalized their website, introduced a successful loyalty program, achieved a 153% increase in Holiday revenue, and provided strategic counsel on launching a new product line that significantly bolstered quarterly profits.
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Conducted consumer behavior analysis, resulting in the recommendation to launch a highly successful personalized product line.
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Collaborated with the in-house Creative Director to redesign and optimize the eCommerce site, for enhanced conversions.
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Developed and executed an omnichannel marketing strategy encompassing integrated campaigns across multiple channels, including digital advertising, social media, email marketing, influencer programs, and event initiatives. The strategy aimed to maximize brand visibility, engage diverse audience segments, and drive cohesive customer experiences across all touchpoints.
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Created and launched AB Insider, an enduring loyalty program for all Anna Beck customers, which remains active and has significantly boosted average order values.
Sesh was an early-stage AI-powered parenting app startup. As the Head of Marketing & Community, I drove top-of-funnel user acquisition, primarily focusing on increasing app users.
Additionally, I spearheaded efforts to build a strong community and elevate brand awareness through virtual and in-person events.
They have since been acquired and are undergoing re-branding.
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Worked closely with the Head of UX to design our main website and each landing page. I crafted copy for every page and managed ongoing maintenance and updates.
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Created, executed, and maintained all social media channels, PPC campaigns, digital marketing campaigns, community development, email marketing, and strategic partnership efforts.
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Enhanced brand exposure and engagement through influencers, thought leaders, affiliate & paid campaigns, search engine optimization, email marketing, and workshops while working with products to increase retention efforts through data-informed user hooks. Responsible for the development and distribution of all external communications, including all web copy, landing page copy, press releases, decks, sales outreach, and any additional marketing collateral required.
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Created influencer and community-based ambassador programs, including ideating and implementing virtual and in-person events.
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Worked with CEO to identify product-market fit through extensive competitive and consumer analysis, and A/B testing Google Ads leading to various landing pages
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Developed comprehensive go-to-market strategy resulting in a monthly user growth rate of 3600% - acquiring over 3000 new users at a conversion rate of ~30% and $23 CAC. Collaborated with the Head of Product and Chief Technology Officer to build, A/B test, and iterate acquisition and activation funnels, while also spearheading the Product Hunt launch, securing the #1 product of the day and #3 artificial intelligence product of the month, and ensuring alignment between the roadmap and marketing initiatives.
Marrow Fine a bespoke fine jewelry house, with retail locations in San Diego, CA, Newport Beach, CA, and Chicago, IL, wanted to enhance eCommerce sales to expand their consumer base beyond physical stores.
To achieve this goal, I utilized multi-channel paid advertising, optimized the eCommerce site, and developed a comprehensive strategy. I then trained the team to sustain and expand these efforts independently.
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Performed an extensive consumer behavior analysis to gain insights into digital visitors, purchasers, and engagement patterns.
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Crafted and executed an omnichannel marketing strategy encompassing digital tactics to drive targeted website traffic and increase product sales.
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Managed optimizing the eCommerce site to enhance SEO performance and conversion rates.
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Provided comprehensive training to the in-house marketing team on the digital strategies initiated, ensuring continuity and scalability beyond my tenure. Additionally, furnished pre-formulated reporting documents to facilitate analytics tracking and process management.
Jennifer is a skilled massage therapist and holistic health nutritionist. She needed a website to facilitate client bookings and help build her digital brand presence.
Over three months, I collaborated with Jennifer to bring her vision to life. From web development to social media and marketing strategy, Jennifer received comprehensive support to launch her business successfully.
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Designed, copywrote, and built a conversion and SEO-optimized website where clients could book and pay for services.
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Developed a comprehensive multi-channel communications strategy for Jen, enabling her to effectively reach her target audience and establish herself as a thought leader in the holistic health space.
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Delivered a detailed editorial calendar, outlining weekly content schedules and providing a wealth of concepts for consistent and strategic posting.
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Delivered comprehensive, high-level marketing strategies for Jen, ensuring focused and effective growth and brand development.
Greensulate was in the process of launching a new website and expanding into key national markets. They aimed to forge strategic partnerships and establish themselves as pioneers in the green roofing industry.
To accomplish this, I collaborated with the in-house team to identify strategic partners in key markets, establish a representative program, logistics processes and develop effective marketing strategies to position Greensulate as the industry leader.
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As the team was already heavily engaged in design with an agency, I ensured that the layout, copy, and imagery were optimized for conversions and SEO. Providing advisement along the way.
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Advised Greensulate on best practices, content strategies, and overall channel strategy to effectively engage their target audience.
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Provided strategic consultation on high-level marketing and public relations strategies to achieve brand awareness and strategic partnership objectives.
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Evaluated the brand voice and positioning and crafted a cohesive tone.
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Developed a nation-wide affiliate representative program inclusive of written materials and processes to both scale and maintain the program.
Michael M is a leading name in the engagement jewelry industry, featured prominently at major national retailers. They sought to enhance their fine jewelry sales through their e-commerce store.
I collaborated closely with the creative director to orchestrate a photoshoot for the new fine jewelry line. Additionally, I migrated their entire site to Shopify, leveraging its advanced analytics and optimization capabilities. Finally, I developed a comprehensive marketing strategy to support their growth objectives.
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Migrated the Michael M site from a restrictive custom build to a user-friendly Shopify platform, empowering the team with greater control, robust analytics, and enhanced capabilities to optimize the overall customer experience.
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Crafted a comprehensive omnichannel marketing strategy encompassing digital tactics and in-store tactics to drive targeted website traffic to the new website and increase product sales.
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Partnered with the in-house creative director to bring our vision for the new fine jewelry line to life. Secured talent, photographer, hair and makeup artists, and additional staff while managing the entire project, ensuring we captured all necessary shots within the designated time frame.
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Collaborated with the CEO and creative director to identify and interview several PR agency candidates.
Kristin Kilmer sought my expertise to merge her interior design and health coaching businesses.After discussing her vision, I began designing her website with a team of developers, developing her brand tone and positioning, and advising on social media growth, content strategy, business development, and public relations.
By the end of our engagement, Kristin had re-launched her business with a highly optimized site and a high-level social media marketing strategy.
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Collaborated with a team of developers to custom design Kristin's WordPress site, providing initial copy and wireframes, and overseeing development to ensure alignment with her vision.
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Advised Kristin on best practices, content strategies, and overall channel strategy to effectively engage her target audience.
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Provided strategic consultation to Kristin on high-level marketing and public relations strategies aimed at achieving her revenue and brand awareness objectives.
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Evaluated the brand voice and positioning of both of Kristin's brands and crafted a cohesive tone for the revamped approach.
bEGNOSIS
Begnosis approached me at their business inception to design their eCommerce website and provide guidance on marketing and business development. During my time with Begnosis, I designed and launched their eCommerce site, advised on brand positioning and tone, and curated content in collaboration with designers for both the website and social media channels.
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Partnered with the CEO and designated WordPress developers to design the Begnosis website, integrating a blog, eCommerce shop, and interactive quiz with personalized results. I crafted all website copy and collaborated with a designer to create bespoke animated imagery.
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Advised Jason on best practices, content strategies, and overall channel strategy to effectively engage his target audience.
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Provided strategic consultation to Jason on high-level marketing and public relations strategies to achieve his revenue and brand awareness objectives.
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Crafted a cohesive tone for the new site and all external communications.
Los Mayores was a small, Latin-owned clothing line based in LA. They sought to boost brand awareness and sales, prompting their decision to enlist my expertise. Through event marketing, digital strategies, influencer partnerships, and community-building initiatives, working collaboratively with the team, I enhanced LM’s presence and drove sales.
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Migrated the Los Mayores site from a restrictive custom build to a user-friendly Shopify platform, empowering the team with greater control, robust analytics, and enhanced capabilities to optimize the overall customer experience.
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Advised social media team on best practices, content strategies, and overall channel strategy.
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Crafted and executed a comprehensive omnichannel marketing strategy encompassing digital tactics and in-store tactics to drive targeted website traffic and increase product sales.
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Planned a premiere launch party with food and alcohol for over 100+ attendees. Facilitated several on-site activations, including a barber, car show, and dance performance. Worked with the local Latin community to incorporate Los Mayores in community events and conferences.
The important stuff.
2010
BA Journalism, minor sociology California sTATE uNIVERSITY nORTHRIDGE
certificate of disruptive strategy harvard bUSINESS SCHOOL ONLINE
2021