What I've built from zero

AI & leverage: Architected marketing's agentic DNA; AI teammates, governance, and adoption programs. AI-curious to AI-native in 12 months; playbook adopted as the blueprint for the broader org.

Positioning & discovery: Pioneered AEO before the category existed; reframed discovery around AI recommendations. #1 AI share of voice vs. key competitors; trial signup traffic protected through industry-wide organic decline.

Demand & lifecycle: Replaced time-bound drips with behavior-triggered journeys and a next-best-action engine. 307% of nurture pipeline target; 207% of OPWAU target.

Web & conversion: Built an experimentation culture, QA gates, and an enriched personalization stack. 53% CVR lift YoY; $2.5M+ ARR from CRO; 47% visitor enrichment (from 0%).

Sales alignment: Guided team to implement pipeline monitoring and SLAs from scratch. $800M+ influenced pipeline at Salesforce; funnel rebuild at Asana.

Team & operating model: Unified six siloed functions into a global org with agentic DNA. 4.5x productivity ratio; 2x roadmap capacity.

Experience

ASANA, 2023 - Present
VP, Digital

Unified six fragmented digital teams into a single high-performing organization with centralized strategy, standardized processes, and shared accountability for business outcomes. Report to CMO with dotted-line partnership to CRO and CPO on revenue and product-led growth initiatives.

AI transformation leadership: Established Marketing's AI Center of Excellence as executive sponsor, building governance frameworks for policy, adoption, and change management. Deployed 15+ AI agents, 80% adoption, and 50% reduction in admin work. Program became the blueprint for company-wide AI strategy.

Organizational transformation: Restructured the team around shared accountability to business KPIs. Delivered a 25% increase in roadmap capacity with zero headcount additions, through process redesign and operating model change.

Search and content strategy: Led the strategic pivot to AI-first discovery ahead of the broader search disruption. Achieved #1 AI visibility score among competitors, 4.5x increase in AI-attributed traffic, and 7.5x increase in trial signups from AI-sourced visitors.

Intelligent personalization: Built personalization strategy and infrastructure connecting Marketing, Sales, and Customer Success. Designed distinct buyer journeys for enterprise and SMB segments with real-time visitor identification, driving 44% YoY lift in web conversion and a material lift in support meetings booked.

Other roles held during tenure include Head of Web Marketing.

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Salesforce, 2017 - 2023
Sr. Director, Digital Strategy

Joined as Sr. Program Manager and advanced through four progressive leadership roles to Sr. Director, building and scaling the digital strategy function. Led team influencing $800M+ in annual marketing pipeline. Represented digital strategy in cross-functional executive planning forums.

Enterprise platform transformation: Led company-wide migration from Adobe Experience Manager to WordPress VIP, transforming digital infrastructure across global product portfolio while maintaining business continuity and improving personalization capabilities.

New market entry: Hand-selected by SVP to build digital strategy for SMB market entry with Salesforce Essentials. Assembled team, established mobile-first acquisition strategy, and built one of Salesforce's top-performing web properties, delivering 310K organic visits and 6.5K trial signups.

Organizational scale: Built executive operating partnerships across Product Marketing, Creative, and Engineering, and created unified process infrastructure adopted by regional teams globally.

Other roles held during tenure include Director, Digital Strategy, Sr. Manager, Digital Strategy, and Sr. Program Manager.

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DigitasLBi, 2015 - 2017
Associate Director, Project Management

Built and led 30-person cross-functional team across two markets. Established PMO for enterprise automotive client, leading platform migration spanning 1,000+ pages, three languages, and eight integrations. Implemented agile methodologies and executive risk reporting frameworks.

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Pandora, 2014 - 2015
Sr. Digital Producer

Directed design, engineering, audio, and video teams creating custom-sponsored stations for Pandora listeners. Partnered with product organization to define requirements enhancing listener experiences.

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Comrade, 2013 - 2014
Sr. Project Manager

Managed delivery of large-scale, feature-rich projects centered on user experience overhauls for financial services and healthcare clients.

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Thismoment, 2011 - 2013
Strategic Project Manager

Supervised project management, creative, and engineering teams delivering programs across diverse industries.

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Eveo, 2008 - 2011
Director, Strategic Planning

Partnered with CEO and Senior Leadership Team to identify, prioritize, and manage new business opportunities.

Other roles held during tenure: Sr. Project Planning Specialist and Sr. Project Manager.

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iVillage, 2007 - 2008
Sales Marketing Producer

Developed sales materials and new product offerings for YourTotalHealth.com launch. Managed client-sponsored interactive experiences including mini-sites, games, and sweepstakes.

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GlaxoSmithKline, 2005 - 2007
Web Project Manager

Oversaw web and print work for 1on1health. Partnered with cross-functional teams to develop and maintain content across 27 health conditions.