Hi! Nice to meet you.

I’m a marketing leader and creative brand strategist with over a decade of professional experience.

I’m at my best when working across teams to bring impactful ideas to life.

I’ve worked at hyper-growth start-ups, agencies, and in-house brands.

I have a wealth of operational knowledge and expertise that includes: consumer marketing strategy, integrated campaign planning, brand development, content marketing, content strategy, and copywriting.

My best ideas come into focus at the cross-roads of organization and creativity. A natural planner and strategic thinker, I love to create and assemble the pieces needed to successfully launch campaigns and brand stories. My ability to balance problem-solving and innovation allows me to approach brand goals with unique, effective solutions.

A few career highlights:

• Being part of the team that helped take Leafly public in January 2022

• Launching direct-to-consumer CBD marketplace Leafly Market in under 4 months with high-quality product and brand content and marketing materials

• Shaping, branding, and launching Spreetail.com in under 6 months with a custom editorial strategy and 250+ pieces of original content

• Winning Agency of Record for Four Seasons Hotels & Resorts

• Launching TOM FORD’s global social media channels and first e-commerce presence

• Crafting and executing an integrated strategy for Amazon Fashion’s sponsorship of the first Men’s New York Fashion Week

• Managing and crafting the Alba Botanica Do Good, Do Beautiful campaign

• Celebrating Bergdorf Goodman’s 111th anniversary with a full year of creative content & commerce strategy.

I’ve worked with a wide variety of teams on a wide variety of projects, including: creatives, UX/UI, sales, growth marketing, customer service, agency teams, and leadership.

My deep sense of empathy and highly observant, intuitive nature are advantageous to any company or project. I consider myself personable and approachable. I excel at building and forming relationships and rapport with clients and colleagues, and I’m a skilled leader and people manager. I believe that prioritizing people and fostering their potential through structured feedback and 1-on-1s builds confidence, creates outstanding work, and leads to greater overall success. 

I moved to New York City to attend New York University. Originally intent on studying nutrition, I switched majors after my first year to pursue a stronger calling for marketing and storytelling. However, my passion for health and wellness hasn’t diminished, and you can often find me running around Town Lake in Austin, TX, practicing pilates, or testing out new recipes with farmer’s market finds in my kitchen.

Looking for a summary?

Career

Leafly

2019-October 2022, Austin TX

Leafly is the world’s largest destination to discover cannabis products and order them from legal, licensed retailers. Our goal is to build trust and confidence in everyday cannabis consumers (new or old), within the constraints of a highly regulated and stigmatized industry. 100M+ annual site visitors, 4M+ annual orders.

During the past 3 years at Leafly I held 4 different roles. The numerous role changes were due to the ever-changing landscape and needs of a mature tech start-up, and due to my own professional growth within the company.

Senior Manager, Strategic MARKETING initiatives | October 2021 - Present

Highlights include:

Rebuilt and reorganized the entire tentpole campaign planning process to streamline multi-channel campaign planning, increase planning runway from ~6 weeks to 4-6 months, and expand revenue-generating opportunities

Implemented a tiered campaign playbook to create a reliable framework when planning campaigns, which has helped with allocating appropriate resourcing, determining budgets, increasing cross-functional efficiencies, and setting measurable KPIs

Restructured campaign sales package development to increase available sellable inventory and increase in-market selling period. Sell-through rate has increased as a result.

Piloted an email incentive program to drive customer acquisition: generated thousands in $ revenue from brand partners and helped drive 50k+ new email sign-ups in the first 6 months

Led an omnichannel marketing effort to launch a new delivery service offering in California, one of cannabis’s most competitive markets

Managed the relationship with our creative marketing agency and paid channel partners

Increased company-wide visibility into consumer marketing and campaign activity with a dedicated slack channel, monthly highlights document, and quarterly roadmap meetings

Collaborated daily across outbound marketing channel teams, B2B marketing, creative, sales teams, product marketing, and engineering departments

Connected many dots! I have a strong ability to anticipate knowledge gaps and proactively create source-of-truth resources that teams can use to self-serve information, thus enabling overall efficiencies

Senior Manager, Consumer Marketing | October 2020 - OcTober 2021

Managed a small team of channel marketers and managed the relationship with our creative marketing agency

Built an organizational foundation that our team could leverage for all outbound channel comms, including campaign and evergreen content calendars, reporting systems, and project management tools

Led a year-long local marketing campaign tailored to key markets, driving B2C brand awareness and building B2B relationships with retailers. Customer acquisition and site traffic in those markets increased as a result.

Collaborated with email vendor and internal tech teams to launch a customer segmentation strategy with our email database and launched our push notification channel to drive substantial traffic and orders to the site.

Led a 3-month long OKR task-force solely focused on growing marketing channels. Increased overall channel list sizes by 25% due to this strategy and given the success, secured a dedicated engineering resource for our department.

Senior Manager, brand & Creative Strategy | January 2020 - October 2020

Due to shifting priorities and Covid, the company heavily restructured from January - March 2020, reducing and/or consolidating teams to solely focus on revenue-driving activities

During this time I oversaw a small brand marketing and creative team in a very scrappy, “keep the lights on” resource-constrained environment

I took the reins on our largest campaign of the year - 420 - and continually refocused the strategy due to the ever-changing Covid landscape. Proudly launched a campaign focused on strong digital engagement and remote community building, which led to significant increases in site metrics: traffic, orders, and account creation

Implemented internal processes to help streamline the creative team’s workflow and reduce bottleneck/friction points with cross-functional stakeholders

Led a special task-force dedicated to overhauling our B2B website and marketing materials, with a goal of clarifying brand/product positioning and increasing lead gen opportunities.

Senior Content Strategist, UX | September 2019 - January 2020

I joined the company as the sole UX content strategist for a brand-new direct-to-consumer CBD marketplace.

Launched the e-commerce site in ~4months, which required daily collaboration with Product, Engineering, and Marketing teams.

Implemented content standards for our product catalog, and hired and managed a handful of freelance copywriters to execute against it.

Saw encouraging growth trends for several months post-launch, but unfortunately had to sunset the project due to Covid-19.

HL GROUP

Education

New York University

Steinhardt School of Culture, Education & Human Development

B.S. in Media, Culture, & Communication, Dean’s List

Minor in Spanish Language

Skills 

Interests

Running • Two-step dancing • Horseback riding •Cooking & testing new recipes • Creative writing 

Volunteer Work

Girls On The Run - Coach & Mentor  - Elizabeth coached 3rd-5th grade girls during a 10 week running-based program in New York City in the fall of 2016

The program is intended to teach life skills to elementary school-aged girls through dynamic, interactive lessons and running games. The curriculum builds the girls up to complete a celebratory 5k race at the end of the season. Girls On The Run helps unlock confidence in young girls via a sense of pride and accomplishment, while also helping to establish an appreciation for health & fitness. 

Any questions? Get in touch.