Exec portfolio
Organizational Transformation & Operational Excellence
Asana | VP of Digital
Inherited a fragmented digital organization with six siloed teams, competing priorities, duplicative processes, and no unified performance view. Led a two-year operational transformation that consolidated these functions into a single high-performing organization of 37 people across five global offices.
Restructured the organization around customer journey stages rather than channel ownership, creating shared accountability for business outcomes. Implemented unified planning frameworks, established performance management systems, and built integrated data infrastructure across all digital properties.
Impact: 25% increase in roadmap capacity with zero headcount additions.
AI Transformation & Change Leadership
Asana | Executive Sponsor, AI Center of Excellence
Recognized that scattered AI experimentation was creating confusion and minimal productivity gains. Only 19% of marketing achieved consistent AI usage while 40% lost 6+ hours weekly to administrative work. As executive sponsor, built the governance infrastructure and adoption systems that transformed Marketing into Asana's first AI-native organization.
Established cross-functional governance for policy, prioritization, and change management. Deployed AI agents with defined roles (ATLAS, SCOUT, MUSE), built enablement programs, and created accountability frameworks. This initiative became the company's blueprint for enterprise-wide AI deployment.
Impact: 257% increase in daily AI usage. 4-5 hours saved per project. 50% cost reduction in global operations.
Market & Growth Strategy
Asana | VP of Digital
When AI search disrupted traditional software discovery, with 60% of searches ending without clicks, developed the strategic response that repositioned Asana's entire organic acquisition strategy around AI-first discovery.
Led cross-functional initiative spanning marketing, product, and engineering to establish authority in AI recommendation engines including ChatGPT, Perplexity, and Google AI Overviews. Partnered across functions to implement structured data, accelerate content velocity, and launch native AI applications enabling zero-friction acquisition.
Impact: #1 AI visibility score and share of voice among competitors. 4.5x increase in AI-attributed traffic. 7x trial signups from AI-sourced visitors.
Product-Led Growth & Cross-Functional Partnership
Asana | VP of Digital
Identified that traditional trial flows created friction preventing prospects from experiencing product value. Partnered with Product and Engineering leadership to reimagine the trial experience through AI, taking users from a single prompt to a fully working project in seconds.
This initiative demonstrated a new operating model for Marketing-Product collaboration: co-defined experience requirements, aligned on success metrics, shared technical implementation, and integrated go-to-market strategy.
Impact: 120% increase in web conversion rate.
Intelligent Personalization at Scale
Asana | VP of Digital
Majority of website traffic was anonymous, with generic experiences served to everyone from solo users to Fortune 500 procurement teams. Recognized that modern buyers expect tailored experiences, yet the organization lacked the infrastructure to deliver personalization at scale.
Led the initiative to transform Asana's digital presence into a dynamic personalization engine. Built the business case for investment in visitor identification and enrichment technology, then partnered across Sales, Marketing, Data Science, and Enterprise Technology to design the architecture. Established real-time identification capabilities that surface account intelligence the moment a visitor arrives, enabling personalized content, offers, and calls-to-action based on company size, industry, and buying signals.
Designed distinct journey frameworks for enterprise buyers versus SMB users, ensuring each segment encounters relevant messaging, social proof, and conversion paths. Extended personalization beyond marketing into sales and customer success, triggering contextual outreach based on visitor behavior and account fit.
Impact: Enrichment match rates 5-10% above industry benchmark. 44% YoY lift in web conversion and measurable increase in support meetings booked.
New Market Entry & Growth Strategy
Salesforce | Sr. Director, Digital Strategy
Hand-selected by SVP, SMB Marketing to build the digital strategy for Salesforce's entry into the small business market. With the launch of Essentials, created a mobile-first digital experience designed to simplify complex enterprise software for a new buyer segment.
Partnered with leadership to secure budget and headcount, then assembled a team to execute a content-driven acquisition strategy. Built a digital platform optimized for rapid experimentation, establishing Essentials as one of Salesforce's top-performing web properties. Created a seamless buying journey connecting website to sales to product adoption.
Impact: Over two years, delivered 310K organic visits, 7% organic form view rate, 32% organic form completion rate, and 6.5K organic trial signups.
Enterprise Platform Transformation
Salesforce | Sr. Director, Digital Strategy
Led the strategic vision and execution for reimagining salesforce.com's product pages during a major platform migration. Years of portfolio expansion had created inconsistent narratives, hierarchies, and structures across product and industry offerings, exposing complexity to buyers rather than simplifying their journey.
Partnered with UX, engineering, creative, and product marketing leadership to establish a unified approach: simple, consistent, outcomes-focused, and globally scalable. Led executive communications, planning, and agile process optimization while ensuring efficient content production across all teams.
Impact: Influenced $800M+ in annual marketing pipeline through digital strategy leadership over six years. A/B testing delivered 21% improvement in chat engagement, 27% increase in form views, and 21% lift in form conversion. Established the template for accelerated migration of remaining product portfolio.
Marketing Operations & Process Excellence
Salesforce | Sr. Director, Digital Strategy
Recognized that fragmented processes across Marketing were creating inefficiency and limiting cross-functional collaboration. Led the creation of a unified process infrastructure that aligned workflows between disciplines and established consistent operating standards.
Built systems that simplified onboarding for new teams and regions adopting program management tools. Developed standardized executive reporting for project status and resource capacity, enabling more informed decision-making at senior leadership levels.
Impact: Process infrastructure adopted by regional teams globally.
Earlier experiences
Enterprise Platform Migration
DigitasLBi | Associate Director, Program Management
Partnered with SVP to build a 30-person cross-functional team across Nashville and Atlanta to lead the migration of USA Nissan and Infiniti websites onto Adobe Experience Manager. The initiative spanned 1,000+ pages, three languages, three brands, eight integrations, and 138 customer features.
Established the PMO for the Nissan/Infiniti client, optimizing ways of working across regional teams and clients. Designed systems for project status and risk reporting, defined escalation paths, and implemented agile methodologies to manage complexity at scale..
Strategic Partnership Development
Pandora | Senior Digital Producer
Partnered with the Country Music Association to launch the CMA Country Experience station, featuring custom mixtapes and artist interviews aligned to major CMA events including the CMA Music Festival, CMA Awards, and CMA Country Christmas Special.
Provided user experience design leadership, managed stakeholder and artist relationships, and led the development team in optimizing the listener experience.
Impact: Program exceeded targets with 285K unique listeners, 136K+ hours of listening time, and 28 minutes average listening per user.
Core Platform Redesign
Comrade | Senior Project Manager
Led one of the firm's most significant projects: a complete redesign of Bank of the West's core online banking platform. Coordinated efforts across business stakeholders, off-site development teams, and user experience teams located across multiple geographies.
Implemented daily scrum meetings and organized teams into sprint groups to create focused effort across functional areas. Delivered a robust, compliant user experience while maintaining alignment across all workstreams.
Consumer Experience Launch
Thismoment | Strategic Project Manager
Managed development and launch of the Disney Let the Memories Begin website, overseeing the project from scoping through wireframing, design, and mobile site development.
Impact: Delivered an experience that impressed the client and led to a two-year contract renewal. Successfully launched 52+ projects for global brands in 2012 and 2013.
Business Development & Growth
Eveo | Director of Strategic Planning
Led the creation of pitch projects and capabilities presentations that positioned Eveo against competitors and drove new business acquisition. Implemented systems to analyze pitch profitability against project outcomes over time.
Impact: Efforts resulted in 11 new accounts and generated $3M in sales revenue.
Product Launch & Revenue Growth
iVillage | Sales Marketing Producer
Created the iGo Green sweepstakes on iVillage.com, leveraging promotional channels across NBC Universal web properties to drive brand awareness. Collaborated with development to create a short-form entry method that increased return entries by 10%.
Impact: Campaign delivered 58K unique visitors, 12% return rate, and 1.3MM page views. Grew client sales revenue from $200K to $1.2M through strategic relationship management.
Patient Education & Engagement
GlaxoSmithKline | Project Manager
Oversaw the 1on1health patient education campaign, managing content development and updates for 27 disease states across web and print materials in English, Spanish, and Mandarin.
Impact: SEO campaign increased yearly visitors from 250,000 to 480,000. Patient-friendly print content increased sales representatives' average time with physicians by 2.4 minutes.