Career profile
Career profile
New roleKey win
Highlights
Senior Director, Marketing
2025 – now
- Run marketing and growth end to end, from strategy and the P&L to the landing pages and onboarding flows I build and ship
- Ran 25+ landing page, checkout and onboarding tests in four months (July – October 2026), tripling trials per visitor
- Built an acquisition system around life’s hard transitions, like grief, menopause and caregiving, and repositioned the brand for a 55+ audience
General Manager, Coaching
2022 – 2023
- Took over running Live Coaching as its own small business and grew subscribers 150% in six months
- Recommended winding it down when breakeven moved out of reach, and led the wind-down
Director, Marketing
2019 – 2024
- Led a team across creative, partnerships, lifecycle and growth, plus growth, SEO and PR agencies, and the 2024 brand relaunch
- Led the lifecycle team whose program grew subscription revenue 66% year over year
- Built the company’s first scaled paid acquisition program, and brand partnerships with Apple TV+ and HBO
Selected work
4.5×OnboardingGrief program onboardingA quiz-style onboarding for people who’ve lost someone. Landing-to-checkout rose 4.5× in one week of iteration.
2024BrandBrand relaunchLed the relaunch campaign that took Ten Percent Happier to Happier Meditation.
47%CommunityCommunity challengesChallenges engaged 47% of the user base, with App Store and Google Play features.
PartnershipApple TV+ partnershipBrand partnership with Apple TV+ around Ted Lasso.
+150%CoachingLive CoachingGrew coaching subscribers 150% in six months, with 70%+ trial-to-paid.