Digging Into Growth & Product Marketing Wins
Anyplace
My Role:
As the first marketing hire, I developed and executed a comprehensive GTM and growth strategy from the ground up, driving significant results with limited resources. I led the creation of the flagship product, collaborating with cross-functional teams—including engineering and executives—to define the vision, design an intuitive UI/UX, and continuously improve the product. I worked alongside these teams to add new features, enhance functionality, and refine the product experience. Over three years, I scaled annual revenue to $4.7M through a holistic marketing approach, targeted campaigns, product additions, and a focus on driving customer trust and engagement.
Positioning Through Differentiation in a Crowded Space to Reach Product-Market Fit
I played a pivotal role in positioning Anyplace to stand out in a crowded market. We weren’t just another housing platform—we were a game-changer for business travelers, remote workers, and creators who needed more than just a place to stay.
Our fundamental differentiator? The workstation. We boldly positioned ourselves with compelling messaging like "Never work from a kitchen table again," emphasizing that every apartment on Anyplace came with a fully equipped workspace—superior to anything found on Airbnb or other platforms our customers might be considering. And even more so, a workspace more advanced than what you'd find in a traditional office or coworking space.
We also appealed to guests' sense of pride and self-worth with “Apartments designed for productive people,” positioning those who booked with us as high achievers. To further enhance the experience, each guest had access to private, guaranteed ultra-high-speed WiFi—exclusive to them and not shared with other residents—ensuring seamless, uninterrupted productivity.
This wasn’t just a gimmick—it was a magnet for our target customers—and the product delivered on that promise. 85% of our guests cited the workspace as the reason they chose Anyplace, with many using it every single day. We didn’t just offer a place to live; we created an environment that empowered people to do their best work.
Additionally, we provided housekeeping services and eliminated the need for guests to do "chores"—a common pain point on platforms like Airbnb. With Anyplace, guests could enjoy a hassle-free experience without worrying about cleaning duties, further enhancing convenience and overall satisfaction.
By honing in on this unique value proposition, we quickly achieved product-market fit, attracting a loyal and ever-growing customer base in a highly competitive market.
Driving 40% of Monthly Revenue and Increasing Organic Traffic by 1,800% with a High-Intent SEO Strategy
Developed and executed a data-driven SEO and content marketing strategy as one of my first key initiatives. Conducted in-depth market research to target a strategic mix of high-volume, competitive keywords and long-tail, high-intent search terms. Within 12 months, organic traffic surged by 1,800%, turning owned media into a high-converting acquisition channel. This strategy became a core revenue driver, consistently generating 40% of monthly revenue and playing a pivotal role in scaling annual revenue to $4.7M.
Achieving a 7x ROAS and Capturing Market Share with Optimized SEM Campaigns
Built and managed data-driven SEM and multi-channel marketing campaigns that continually delivered strong results. Optimized ad spend for maximum efficiency, achieving a 7x return on ad spend (ROAS) while contributing 30% of the company’s monthly revenue. SEM was a key driver of brand awareness, positioning us directly against major competitors and ensuring our service was a viable alternative to household names. By capturing and converting high-intent audiences at scale, it became an essential growth engine for Anyplace.
Beyond immediate revenue impact, SEM also drove long-term value, with 15% of customers becoming repeat bookers within a year. This retention significantly increased customer lifetime value (LTV), making the true return on investment even greater.
Boosting Trust and Conversions by Leveraging Competitor Credibility to Create An Advantage
Finding a place to live is deeply personal—safety and security are top priorities (see Maslow’s hierarchy of needs). As a new brand, earning customer trust required a creative approach, so we turned to an unconventional tactic: leveraging a competitor’s credibility to strengthen our own.
Although most of our bookings were made directly on our website, we strategically listed our properties on other housing platforms to increase brand visibility. The goal was to meet potential customers where they were already searching, then guide them toward booking directly with us. Over six months of securing bookings on Airbnb and delivering great experiences, we earned Superhost status with an average rating of 4.9 out of 5 stars—a rare achievement for a commercial lister compared to individual property owners.
We turned this hard-earned credibility into a competitive advantage. By prominently displaying the Airbnb Superhost badge and Airbnb review score on our listings, we reassured potential customers with familiar, trusted signals. While Airbnb could be seen as a competitor, its brand equity worked in our favor. We reinforced this with our Best Price Direct badge (see below), making it clear that while our properties were available on Airbnb, the lowest price was always on Anyplace.
The results were clear: this approach led to a 2.5% increase in conversions on apartment pages, turning more visitors into direct bookings and strengthening customer trust in our brand.
Reducing Comparison Shopping with a Feature That Lifted Direct Sales
Price-checking is an ingrained consumer behavior, and rather than fighting it, we embraced it. The Best Price Direct badge—featured prominently on listings and reinforced on the booking page—reassured potential customers that, while our listings were available on other platforms, the lowest price was always on Anyplace. This simple yet powerful feature instilled confidence, reduced drop-off, and significantly boosted direct bookings.
In just six months, our direct booking rate surged from 40% to 70%, a substantial increase that not only drove higher revenue but improved profitability. Even with lower prices offered on our site, the margins were much stronger than those on third-party platforms like Airbnb—making this a game-changing strategy for long-term growth.
This shift toward higher-margin, direct bookings was pivotal in securing our Series B funding, proving to investors that we had built a scalable, defensible business model with strong unit economics.
Capitalizing on Social Proof to Drive Urgency, Clicks, and Raise Occupancy Rates
To increase clicks on high-priority properties—whether newly vacant or expected to become available—we introduced the Usually Booked badge on the main search results page. This visual cue leveraged social proof and urgency, signaling to potential renters that these listings were in high demand.
As a result, properties with the badge saw an 8% higher click-through rate than those without it, driving increased interest and conversions. This feature contributed to achieving an overall occupancy rate of 90%—significantly outperforming the industry benchmark of 80% and reinforcing the effectiveness of strategic UX enhancements in driving bookings.
Amplify (Long-Term Consulting Client)
My Role:
As a digital marketing strategist for Amplify Marketing, I developed and executed high-impact strategies for household brands in the music industry. I partnered with clients to craft tailored campaigns that enhanced brand presence, engagement, and revenue. I led content creation, social media, and influencer marketing efforts to expand brand footprints, always aligning with client objectives. Additionally, I conducted market research, identified new growth opportunities, and executed performance-driven campaigns across social, digital, and traditional channels to deliver ROI-positive and measurable results.
Transforming Brand Messaging to Accelerate Growth for Logitech's Blue Microphones
We helped Logitech’s Blue carve out a distinct identity in the competitive creator and streaming market by refining product messaging, optimizing content strategy, and launching high-impact campaigns. These efforts strengthened brand presence, secured key accolades like the 2020 CES Innovation Award for the Yeti X USB microphone, and contributed to a 20x increase in direct sales year-over-year, significantly boosting SEO value, web traffic, and revenue.
Product Messaging: Developed concise positioning statements, packaging copy, and web copy that clearly communicated Blue's premium value.
Campaign Content: Created social media campaigns and dedicated landing pages to tell Blue’s brand story and guide customers to the perfect equipment for their needs.
Content Marketing: Produced interviews with industry professionals and original video content to engage new customers and strengthen social media presence.
Award Submissions: Crafted compelling award submissions that helped Blue earn accolades like the 2020 CES Innovation Award for the Yeti X USB microphone.
Press Releases: Wrote engaging press releases for product launches and events, securing valuable media attention and elevating brand visibility.
Ad Copy: Developed targeted ad copy that drove higher conversion rates, boosting both direct and dealer sales revenue.
Enabling Direct Sales to Triple Webstore Revenue for an Iconic Guitar Brand
We helped Seymour Duncan, a classic brand, evolve with a fully integrated marketing strategy that positioned them for the future. By executing a new social media strategy, we transformed social into a key driver for webstore sales, with concurrent campaigns raising awareness for both new and existing products. Their social following grew month-over-month, fueling continued growth.
Over the course of our partnership, we drove the GTM strategy for more than 15 new product launches, including pickups and guitar effect pedals, ensuring each release was met with strong market adoption.
Prior to working with Amplify, Seymour Duncan hadn’t fully embraced direct sales via their website. Through ongoing digital marketing campaigns on Facebook and Instagram, we helped them triple webstore sales, significantly increasing their digital presence and sales performance.
Elevating AKG’s Social Strategy to Drive Awareness and Power 20+ Product Launches
We partnered with AKG, a leading audio brand, to revamp their social media strategy and cultivate a highly engaged online community. By developing a robust content strategy and producing compelling posts, we expanded AKG’s reach, increased brand awareness, and drove higher engagement across key platforms.
Our efforts directly contributed to the successful launch of 20+ new products, leveraging social media as a powerful driver of awareness and demand. As a result, AKG experienced 10x growth on Instagram and exponential gains across all social channels. We also increased their follower base in key target countries by 20-50%, strengthening their global presence.
In total, we produced over 500 high-quality lifestyle images, graphics, and videos, creating a dynamic and visually cohesive brand identity that resonated with consumers and reinforced AKG’s leadership in the competitive audio market.
Developing Amplify’s Strategic Roadmap Offering to Attract and Retain Clients
I helped Amplify develop their Strategic Roadmap offering, a major upgrade that enhanced their value proposition. This new service was not only an important differentiator but also a gateway for entering conversations with potential clients. The Strategic Roadmap provided businesses with a tailored, actionable plan for growth, allowing Amplify to present itself as a trusted partner capable of driving long-term success.
The offering was leveraged online and at trade shows, attracting new clients and showcasing Amplify's expertise in delivering strategic solutions. As a result, it became a valuable marketing tool for converting leads into monthly or even annual paying clients, significantly expanding Amplify’s client base and establishing long-term partnerships.
GrubMarket
My Role:
As the first marketing hire at GrubMarket, I spearheaded and scaled a full-funnel GTM strategy that was critical to the company’s rapid growth. My efforts drove user acquisition and retention, enabling the company to break even within two years of securing $30M in funding. I played a pivotal role in expanding the organization from 7 employees to over 70 within the first year. In collaboration with the product and engineering teams, I helped design the website and app, integrating market feedback to enhance user satisfaction and retention. Additionally, I served as the lead designer, creating visuals for company vehicles, billboards, product packaging, advertising campaigns, and other marketing collateral.
Positioning Against a Household Name to Fuel Rapid Product-Market Fit
The go-to-market (GTM) strategy had a bold angle: go head-to-head with a household name—Whole Foods—right out of the gate. Instead of building slowly, we aimed to position GrubMarket as an instant competitor to an industry giant. The goal wasn’t just to compete with other online grocers or delivery services like Instacart, but to directly challenge the major, established players in the space.
We launched the “Whole Foods, Not Whole Paycheck” campaign, tapping into a consumer perception that high-quality, healthy food shouldn’t cost an arm and a leg. There was a bit of humor behind the campaign—people joked that Whole Foods should be called “Whole Paycheck” because one round of grocery shopping could cost most of your paycheck. While an exaggeration, it was a relatable and comedic touch that resonated with shoppers who often found themselves frustrated by premium prices at big-name retailers. By positioning GrubMarket as a direct alternative to Whole Foods, we appealed to consumers who valued quality but wanted more reasonable prices.
We leveraged a combination of digital and offline marketing channels to elevate GrubMarket into the same conversation as major grocery brands, giving us the competitive edge against chains with millions of loyal customers.
We targeted ads specifically at consumers who preferred Whole Foods, organic products, and premium grocery shopping. By creating custom audiences on platforms like Facebook and Instagram, we reached users who engaged with Whole Foods content and showcased how GrubMarket offered similar high-quality products at better prices. To amplify our reach, I designed and secured billboard placements in strategic, high-traffic areas of San Francisco, like directly before the Bay Bridge, where over a million commuters passed daily.
This aggressive positioning played a critical role in GrubMarket's rapid growth. We saw revenue skyrocket, and expansion was so fast it was almost hard to keep up. Our team grew from just 7 employees to over 70 in less than a year—underscoring the effectiveness of the strategy in driving product-market fit.
Supercharging GrubMarket’s Growth with Unbeatable Deals
Developed and launched "Unbeatable Deals" (see: Case Study), a daily promotion featuring one food item priced far below any competitor. By sourcing directly from local Bay Area farmers, we cut out the middleman and offered unbeatable prices—such as a pint of strawberries for just $0.99 (typically $4.99–$5.99 at grocery stores). This was not just a discount; it was a game-changing offer that positioned GrubMarket as the go-to option for cost-conscious shoppers.
The "Unbeatable Deals" campaign was part of a barbell strategy, pairing low-margin items with higher-margin products. This encouraged customers to add profitable items to their orders to meet the $50 minimum for delivery. We drove anticipation by revealing each day’s deal via email and SMS, with follow-up reminders to reinforce urgency and the limited-time nature of the offer.
The campaign led to a significant increase in customer loyalty, with weekly order frequency rising from 1.2 to 1.8 orders per week. This improved retention was key to building a strong, sustainable customer base. Additionally, the daily revenue boost of $10,000–$30,000 per market resulted in a potential $90,000 per day in extra revenue, equating to up to $2.7 million in monthly revenue. This growth was instrumental in GrubMarket reaching breakeven in just two years, setting the stage for long-term profitability and expansion.
Increasing Loyalty and Brand Affinity with a Points Program and Supporting Mobile Game
Created and implemented the GrubMarket Rewards Program, allowing customers to earn points for every dollar spent, which could be redeemed for free credits on future orders. This program, designed to increase repeat purchases, became a core driver of customer retention and loyalty.
To further support the program, I personally designed the UI/UX for Farmbox, an educational iOS mobile game that rewarded players with GrubMarket Points as they managed a virtual farm. Points earned in the game could be spent on virtual goods or redeemed for real products on GrubMarket’s platform, incentivizing both engagement and purchases.
The program and game combined to create a seamless experience, keeping GrubMarket top of mind and encouraging customers to make repeat purchases. Regular reminders about accrued points further motivated users to redeem them, driving additional revenue and fostering stronger brand affinity.
Boosting Monthly Revenue and Customer Retention with a Premium Membership Option
Conceptualized and rolled out GrubMarket Premium, a membership program designed to enhance customer loyalty and retention. For just $89 per year, members enjoyed key benefits such as:
Free delivery on all orders (not just those over a minimum of $35)
Double points on purchases, accelerating the accumulation of credits (connected to the points program)
Exclusive access to members-only deals
To drive sign-ups, we offered a two-week free trial, allowing customers to experience the benefits before committing. While the premium membership was not required to shop on GrubMarket, it provided significant added value, increasing customer retention and encouraging repeat purchases.
This program boosted monthly revenue and helped make GrubMarket a "stickier" brand, ensuring customers stayed engaged and loyal for the long term.
Lifetime Memori
My Role:
As the first marketing hire at Lifetime Memori, I was promoted to VP of Operations within a year, driven by my significant contributions to product development and marketing. I led the creation of Trunx, a cloud-based photo app, overseeing both product design and marketing initiatives. I drove the GTM strategy, executing targeted digital and social media campaigns that led to 100,000 downloads across iOS and Android within six months. Additionally, I developed social features that contributed to a 200% increase in paid subscriptions, building a robust growth flywheel. I also managed PR efforts that secured coverage in top publications like TechCrunch and CNET, significantly boosting brand awareness.
Important Context:
Narrated in the voice of David Attenborough: "Imagine, if you will, a time long ago... when iCloud was but a dream and devices were limited to a mere 64 GB of storage."
When Trunx was developed, it emerged in an era before iPhone and Android phones had organized photo albums. Additionally, iCloud wasn’t an option yet for backing up or storing media on iOS devices. In 2013, native photo gallery apps were simply grids of photos with no structure or organizational features. Without a built-in cloud solution, media quickly filled up device storage, creating a problem for many (if not most) smartphone users.
Trunx predated features like iOS’s Shared Albums, which made sharing photos with family and friends seamless. Its ability to provide a cloud-based, organized photo experience, along with social sharing features, set it apart as a truly innovative solution in an evolving space. We also introduced a tagging feature for people, places, and things, allowing users to quickly find individual or grouped photos—something that is standard now, but was transformative back then—and further enhanced the overall experience.
Positioning with Innovation to Disrupt the Photo App Space
Trunx set out to disrupt the status quo of photo apps in the early 2010s. At the time, native photo apps that came pre-installed on iPhones and Androids were basic, lacked organizational features, and did little more than display an endless grid of images. They weren’t built for the way people actually used their phones—to capture, relive, and share life’s moments effortlessly.
Our goal was to replace the default photo apps entirely by creating an irreplaceable, invaluable alternative—one that offered far more than simple storage. We aimed to redefine the photo experience with a smarter, more intuitive app that removed the most frustrating limitations and transformed the way people managed their memories.
The Problems We Set Out to Disrupt:
Storage Limitations That Killed Spontaneity – Users constantly hit their device’s storage limits, forcing them to stop, delete photos, or remove apps just to take new pictures. The "Storage Full" message became a universal frustration, disrupting moments that should have been effortlessly captured.
Clunky, Outdated Photo Sharing – Native apps offered no real way to share or collaborate on photo albums, and existing workarounds like Dropbox or Google Drive were unintuitive, visually unappealing, and difficult to navigate.
Lack of Organization and Smart Features – Default photo apps lacked any meaningful structure. Finding a specific photo meant endless scrolling, with no way to quickly search by person, place, or event.
How Trunx Redefined the Photo Experience:
Trunx wasn’t just another photo app—it was a fundamental shift in how people stored, organized, and shared their memories.
Unlimited Cloud Storage – Freeing users from the constraints of their device, Trunx allowed them to take unlimited photos and videos without worrying about space. A portion of storage was free, with an option to upgrade to unlimited capacity.
Intelligent Organization – Long before smart tagging became the norm, Trunx introduced a powerful tagging system that allowed users to instantly search and find photos by people, places, and things—a game-changer for managing vast photo libraries.
Effortless Sharing & Collaboration – We reimagined how people shared memories by introducing collaborative albums, allowing friends and family to seamlessly contribute photos to a shared space. This made group events and trips truly collective experiences—years before features like iOS Shared Albums existed.
By addressing these critical gaps, Trunx disrupted the outdated photo app model, delivering a far superior experience to what came pre-installed on phones. We set out to replace native apps—and for many users, we did just that.
Generating a Growth Flywheel that Instantly Lifted Paid Subs by 200% with SharedPix
SharedPix allowed friends and family to collaboratively build private, living photo albums, seamlessly adding their own photos and videos. With unlimited cloud storage, users could securely preserve and share memories without limits.
This social feature became a powerful acquisition and retention tool, fueling a 200% surge in paid subscriptions within the first month. As users invited others to view and contribute to albums—requiring a free or paid account to participate—SharedPix created a self-sustaining growth flywheel that continuously increased Monthly Active Users (MAUs).
Increasing Usage and Stickiness by Integrating with Popular Apps—Even Competitors
To drive user engagement and retention, I led the integration of Trunx with major apps and platforms, including Facebook, Instagram, Dropbox, digital cameras, and users' computer hard drives. By exploring API connections outside of the Trunx ecosystem, we allowed customers to back up their entire photo catalog—not just the ones on their phones—making Trunx the go-to app for managing and securing their memories.
Seamlessly connecting with competitors and widely used services boosted usage and created a more valuable, all-in-one photo management solution. This integration also contributed to revenue growth as customers upgraded their storage plans, enjoying the convenience of having all their photos organized and accessible in one cloud account.
Strengthening User Trust and Storage Efficiency with One-Tap Backup and Photo Deletion
A core tenet of Trunx was not just organizing and backing up photos, but empowering users to maximize their device storage for other purposes. When Trunx launched over 10 years ago, phone storage was often limited and quickly filled up. Users frequently encountered the dreaded "phone storage full" message, which prevented them from capturing more photos, videos, or downloading apps. This frustration led users to scramble to free up space, often by deleting old photos or apps.
To address this challenge—and simplify the user experience—I helped develop and introduce the “Backup and Erase” feature. This feature allowed users to back up their entire camera roll and easily delete the originals from their device with a single tap. Additionally, I played a key role in crafting the messaging around the feature, including the tagline "never run out of storage ever again," which resonated strongly with users and proved to be a game-changer for user acquisition.
The “Backup and Erase” feature was a major driver in helping us achieve 100,000 downloads in the first six months. It could free up anywhere from 10 GB to 100 GB of space, dramatically enhancing the user experience within the Trunx app, building trust, and fostering customer loyalty. This newfound reliability encouraged users to upgrade their storage tiers, resulting in significant revenue growth.
