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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.
Spreetail
content marketing & copywriting lead | 2018-2019, Austin TX
Senior leader on the Creative Marketing team, charged with building a best-in-class e-commerce site from scratch. Developed and implemented a new brand voice and tone across all touch-points.
Site launch took place in April 2019. Leading up to that point I collaborated with Design, UX & Product, Customer Experience, Brand Marketing, and Growth Marketing to create cross-functional strategies, launch campaigns, and build roadmaps aimed at driving brand awareness and conversion.
Led 20 copywriters and content strategists responsible for creating original content for 5000+ product SKUs, our Spreetail.com blog, marketing deliverables, ongoing SEO optimization, and internal collateral.
Launched Spreetail.com with a custom editorial strategy and had 250+ pieces of original content within four months.
Created efficient creative processes for the team to support future scale.
GALE Partners
Copywriter & content strategist | 2017-2018, NYC
Clients: Hain Celestial, Alba Botanica, Avalon Organics, JÄSŌN, BluePrint Juice, Foxwoods Resort Casino, NVISION, Allstate Insurance
Digital content strategy & copywriting across organic personal care and consumer brands' social, email, ad, and web presence
Integrated content & commerce tactics to achieve a successful balance of brand building and sales growth
Deliverables inclusive of:
Social media copy for multiple channels, implementing specific tone of voice tactics to cultivate brand personas
Email marketing strategy and copy for monthly and campaign-based communications
Digital performance assets: AdWords copy, banner advertisements, social media ad copy
Project managing media & content partnerships with publishers
Independent Consultant
Digital & Social Media Consultant | 2015-2018, NYC
Clients: Rebecca Minkoff, Estee Lauder - RODIN Olio Lusso, Mitchell Gold + Bob Williams, M A I Y E T, Anne Klein, AIGA Design
I hit the ground running, integrating with internal teams for seamless project development and execution on a part-time project basis.
Rebecca Minkoff - created and executed an integrated digital strategy for the Fall'16 runway show, the first ever fashion show held on the streets of SoHo
Innovative & real-time content creation, specifically leveraging Facebook Live & Instagram Stories to support a see-now-buy-now retail model
Top-tier influencer partnerships driving custom content creation, brand awareness, follower growth, & conversions
Budgeted a paid media plan to surpass targeted KPIs (web-traffic, e-commerce & in-store sales, content engagement rate)
RODIN olio lusso - Acquired by Estee Lauder in 2014
Social Media & Email Marketing consultant
Responsible for all brand email communications
Editorial / social content planning + reporting and analytics on channel performance
M A I Y E T - Interim Digital Marketing & E-Commerce Director
Developed editorial marketing roadmap to create unique storytelling opportunities across web & social channels
Project managed e-commerce updates with creative agency and dev teams
Created a strategic email marketing testing program; created and deployed all email marketing communications
Analyzed website performance; created integrated reports with sales and social media teams to generate key insights and outline brand optimizations
Anne Klein / AIGA Design / Mitchell Gold + Bob Williams
Monthly reporting on social media channel performance, including strategic recommendations to achieve brand business goals
Director, Digital | 2015-2016, NYC
Clients: Four Seasons Hotels & Resorts, Amazon Fashion, Cabi Clothing, Frances Valentine, Nancy Gonzalez
Integral to pitching and winning AoR for Four Seasons Hotels & Resorts for Social Media Strategy and Public Relations
Digital lead across client accounts, crafting digital strategies to achieve global marketing and business goals by working closely with clients and cross-functional teams (internally and externally)
Developed & executed owned/earned/paid digital strategy for Amazon Fashion's sponsorship of the first ever New York Fashion Week: Men's
Led successful creative brainstorming sessions for new business pitches across retail, fashion, and luxury brands
Partnered with internal senior executives to roadmap department growth, agency capabilities, and industry positioning
Co-managed a team of 8 across multiple levels and clients, fostering professional career development
TOM FORD
Digital Marketing & Social Media Manager 2014-2015, NYC
Launched and managed 8 global social media platforms to support the brand's e-commerce launch
Organically grew the Instagram channel to 1M+ followers in 6 months
Spearheaded a new email marketing program, grew the email database significantly, and generated sizable revenue with each email send
Managed the digital marketing agency on performance marketing (PPC, SEO, site analytics)
Learned how to use the e-commerce platform Demandware and collaborated with the e-commerce manager on website updates, including: uploading product data files and merchandising product pages, refreshing homepage content & messaging, maintaining the TOM FORD blog, and optimizing product pages for search results
Liaised with PR, Brand Image, and Beauty and Eyewear licensing partners (Estee Lauder, Marcolin) on integrated marketing initiatives, product launches, and social content creation
Morpheus Media
Senior Social Media Strategist | 2012-2014, NYC
Clients: CHANEL, Tiffany & Co., Bergdorf Goodman, Salvatore Ferragamo, Knoll Inc.
Developed and executed integrated digital strategies on the paid and organic level, with extensive data analysis and insights to support recommendations
Owned and managed day-to-day client relationships, both at the peer and leadership level
Acted as an agency-wide resource for social media inquiries and education, including POV docs on new technologies, platforms, and competitive campaigns
Delivered detailed monthly reporting on paid and organic social performance, offering strategic and tactical recommendations based on top performing content, brand business goals, and sales impact
Managed small team of strategists and junior strategists
Nickelodeon - Viacom
Digital Analyst | 2010-2012, NYC
Internal resource for the digital ad sales team, providing key statistics and proof-points for why & how advertisers should spend ad dollars on Nickelodeon digital properties.
Collaborated with sales teams to craft a roadmap of deliverables for pitching & winning new business
Analyzed and reported on performance metrics across 14 websites
Created quarterly audience insights presentations for sales teams
Presented website performance highlights to sales teams, executives, and senior leadership on a weekly basis
Education
Steinhardt School of Culture, Education & Human Development
B.S. in Media, Culture, & Communication, Dean’s List
Minor in Spanish Language
Skills
Comprehensive Marketing Strategy
Integrated Campaign Management
Organizational Tools & Processes
Content Marketing & Copywriting
Marketing Channel Management
Data Analysis
Cross-functional Collaboration
Strong Interpersonal Client Relationship Building
Respected Team Manager
Tools: Google Analytics, JIRA, Demandware, Shopify, Asana, Monday, Spredfast, Trello, Hootsuite, Wordpress, Squarespace, MailChimp, Klaviyo,
Languages: English - fluent, Spanish - conversational & literate
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.