Chief Marketing Officer
Ledgerline Financial · Chicago, IL
Mar, 2020
Grew funded accounts from 400K to 3.1M in four years while reducing blended CAC 38% through a rebuilt paid, referral, and partnerships mix.
Led a full rebrand and national TV and CTV campaign that raised aided awareness from 11% to 34% and NPS from 41 to 58.
Built a 14-person marketing science team, moving $62M annual spend onto incrementality testing and media-mix modeling.
Launched lifecycle program across email, push, and in-app that lifted 90-day retention 17 points.
Partnered with product and finance on tiered pricing that grew ARPU 22% with no rise in churn.
Manage a 120-person org and $85M budget; report to the CEO and present quarterly to the board.
VP, Growth Marketing
Brightvault (consumer savings app) · Austin, TX
Jun, 2015 · Feb, 2020
Scaled monthly new users from 25K to 310K across paid social, search, affiliates, and app stores.
Built in-house creative studio that cut cost per asset 55% and tripled testing velocity.
Introduced referral program that drove 28% of new accounts at one-third paid CAC.
Led growth through Series C to D; team grew from 6 to 48.
Director, Brand and Acquisition
Northfield Insurance Group · Chicago, IL
Aug, 2010 · May, 2015
Owned $40M direct-response budget across TV, direct mail, and digital; improved cost per policy 24%.
Launched first mobile quote flow, raising online share of new policies from 18% to 46%.
Ran agency review that consolidated five agencies into two, saving $3.2M a year.
Brand Manager
Kellerman Foods · Minneapolis, MN
Jul, 2007 · Jul, 2010
Managed a $120M snack portfolio P&L; relaunched core line, growing share 2.1 points.
Led packaging redesign and retail activation across 9,000 doors.