Resume
I’m a growth and performance marketing leader with a track record of scaling user acquisition, optimizing retention, and driving revenue growth for marketplaces, fintech, and e-commerce brands. With 8+ years of experience, I’ve helped companies reduce acquisition costs, improve ROAS, and maximize LTV through data-driven strategies, paid media, ASO, and product-led growth.
From doubling paid GMV to $200M at Tradesy, to cutting CPI by 75% at Blue Fever, to unlocking TikTok as a high-ROI channel at IMVU, I thrive in fast-paced, high-growth environments where testing, iteration, and optimization drive success.
Below, you’ll find highlights from my experience—showcasing the strategies, campaigns, and impact I’ve delivered across performance marketing, lifecycle retention, and ASO optimization. Let’s connect and explore how I can help your company scale efficiently and profitably.
Sidebar
Growth Marketing Lead
Optimizing Performance Marketing & Conversion Strategies
At Sidebar, I developed data-driven go-to-market strategies, reducing cost per scheduled sales call by 44% through optimized multi-channel campaigns across Search, PMAX, DSPs, LinkedIn, and Meta. I built a conversion playbook that improved lead quality and customer acquisition, while enhancing onboarding flows to shorten the time-to-conversion. Additionally, I launched experiential marketing initiatives, including podcasts and webinars, to drive brand engagement and increase pipeline efficiency.
Blue Fever
Head of Growth & Product Marketing
Scaling User Acquisition & Retention Through Data-Driven ASO
At Blue Fever, I led growth efforts that cut CPI by 75% and increased app engagement by 76%, transforming our acquisition strategy by focusing on multi-channel paid media, ASO, organic growth, and optimized retention flows. I identified and shifted our target audience, leading to a 2X increase in week-4 retention and improved monetization. Additionally, I launched a social wellness blog and omni-channel CRM strategy (SMS, push, email, and in-app messaging) to amplify engagement.
Tradesy
Director of Growth Marketing
Driving $200M in Paid GMV & Expanding Marketplace Reach
At Tradesy, I doubled paid GMV to $200MM YoY by scaling acquisition across Snapchat, TikTok, YouTube, and Google Shopping, improving conversion rates and ROAS through PMAX and A/B-tested creative strategies. I also led ASO initiatives, driving a 20% lift in Day-1 installs, and restructured our lifecycle marketing strategy, increasing retention through improved email, push, and SMS messaging.
IMVU
Director of Growth Marketing
Optimizing Paid Acquisition & Global Expansion
At IMVU, I led user acquisition and performance marketing efforts, decreasing cost per payer by 300% while increasing day-7 ROI by over 300%. I secured early access to TikTok Ads 8 months before launch, scaling a $5K test into a $100K/month program with 1.5X Day-30 ROAS. Additionally, I drove global expansion efforts, successfully localizing onboarding for South Korea, Brazil, and Germany, reducing CPI by 66% and driving 34K installs in the first week. I also led ASO optimization across app stores, implementing A/B-tested creatives, keyword strategies, and localized app listings, which improved organic discoverability by 50% and contributed to higher conversion rates.
Xoom, A PayPal Service
Sr. Marketing Manager
Customer Acquisition & Lifecycle Marketing
At Xoom, I led social media and lifecycle marketing strategies, building Xoom’s brand on Facebook and Instagram while launching expat-focused acquisition campaigns that reduced paid social CPA by 4X. I implemented a comprehensive email lifecycle program, increasing retention by 23%, and drove conversion optimization efforts that lifted landing page conversions by 24% through A/B testing and CRO tactics.
Raquel Allegra
Growth Marketing Lead
Driving E-Commerce Growth & Retention
At Raquel Allegra, I doubled e-commerce sales YoY by optimizing Google Shopping, PMAX, and social acquisition campaigns, leading to a 20% increase in incremental revenue. I also led subscription-based email and SMS retention strategies, growing email-driven sales by 250%. To enhance engagement, I migrated from MailChimp to Klaviyo, which improved customer retention by 35%. Additionally, I launched first-ever promotional campaigns that boosted conversion rates and revenue growth.