Farah Al-Hassan

• Repositioned B2C marketplace brand across 4 customer segments, lifting aided awareness 28% and organic traffic 64% in 18 months. • Built integrated demand engine across paid social, search, affiliates, CRM, and partnerships, growing qualified demand 3.1x and revenue 42% YoY. • Led 32-person brand, growth, creative, lifecycle, product marketing, and marketing operations organization with 96% retention. • Owned $18M annual budget; reallocated 22% toward incrementality-tested channels, improving blended ROAS 37%. • Launched experimentation and analytics operating model with 150+ quarterly tests, lifting conversion 19% and repeat purchase 14%. • Partnered with product and merchandising to launch 11 retail-tech capabilities, contributing $26M in annualized GMV.

• Scaled marketing from 6 to 24 employees across demand gen, product marketing, content, and customer advocacy while tripling sourced pipeline. • Rebuilt positioning and ICP segmentation for a vertical SaaS portfolio, increasing win rate 21% and average contract value 34%. • Introduced lifecycle programs across onboarding, expansion, and churn prevention, lifting net revenue retention from 104% to 118%. • Directed $7.5M budget and global integrated campaigns that generated $48M in influenced pipeline across North America and Europe. • Partnered with sales leadership on account-based marketing for 200 strategic accounts, shortening sales cycle 18%. • Established weekly funnel analytics and attribution governance, reducing cost per opportunity 29%.

• Led brand and integrated marketing for a $220M consumer portfolio spanning retail, ecommerce, and wholesale channels. • Delivered 26% three-year revenue growth through shopper insights, category strategy, seasonal campaigns, and retailer media. • Built first owned CRM and loyalty program to 480,000 members, increasing repeat purchase 17% and email revenue 2.4x. • Managed $4.2M budget and agency roster of five partners, improving campaign on-time delivery from 71% to 96%. • Launched packaging and ecommerce refresh across 14 product lines, lifting shelf conversion 12% and online conversion 18%. • Developed two associate marketers into managers and instituted quarterly brand health and customer research reviews.

Dean's List; Zell Fellows venture accelerator; marketing analytics concentration.

James Scholar Honors Program; student brand strategist for Illinois Business Consulting.