Campaigns & Launches

Launched Genuin – new app that brings together social media & community

Led product & marketing strategy, brand strategy & identity definition, user & market research, GTM strategy (including 2x beta testing programs to evaluate product-market fit), developed messaging, and built out the Community function for Genuin. Built and managed a team of 5+ high-performing marketers & designers. [Full Beta App to launch in January]. Core zero-to-one workstreams included:

Product vision and roadmap definition (via JTBD framework).
Launched Beta testing program with 50+ core users to gather user feedback, assess PMF & inform our product roadmap.
Target audience and segmentation definition, qualitative research & persona development.
Brand Strategy & identify definition for Genuin across consumer and B2B; bringing it to life through messaging touch points across web, social, app/play stores & BD/sales.
Consumer acquisition strategy & execution via organic/grassroots, community building, and performance marketing.

Howl Growth Marketing Launch

Built and hired for Lifecycle Marketing function at Howl, leading our touchpoint strategy, experimentation framework, and new email, in-product, and analytics Martech implementation. Launched our first set of onboarding touchpoints across email product, and content, resulting in +xx% creator adoption. Modernized and re-launched our brand to creator comms, driving +xx% in incremental revenue.

Plaid Income Launch

Launched Plaid Income, the first new product at Plaid in the last 3+ years, driving $xxM in Y1. Launch included audience definition and insights, positioning, customer-facing messaging and narrative, design elements, and driving a strategic end-to-end GTM plan to drive awareness of Plaid in the income verification space (new for the company), MQLs, SQLs, and revenue via thought leadership, press, web, social, content strategy, paid media, events and sales & partnerships support.

TechCrunch | Income & IDV Launch

The Paypers | Truework + Plaid Partnership

Plaid Forum | Credit Verification Live Presentation

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YouTube Shorts Launch

Launched YouTube Shorts globally. Led launch strategy and partnered with global GTM teams (80+ people) to drive first Shorts GTM efforts in under 3 months, launching consumer brand campaigns in 10+ markets, artist activations (a first-ever campaign with BTS & Ed Sheeran) and top & mid-size creator activations. These efforts drove +xxpp in Shorts awareness and consideration with 14-24 year olds, and helped exponentially ramp product usage across key markets to achieve 1.5B+ users in the first year after launch.

Highlighted here are the BTS Challenge (supporting the Permission to Dance launch) and the Ed Sheeran Shorts activation (first-level album launch on YouTube Shorts).

YouTube Blog | BTS Challenge

Tubefilter | YouTube Shorts + BTS challenge
Billboard | Ed Sheeran + YouTube Shorts Launch

Variety | YouTube Shorts Global Launch

The New Google Meet

Led XFN working group with PM leadership to design and roadmap a new Google video calling product – the merge of Google Meet & Google Duo. Drove product, brand, and audience research, naming exercises, product design and UXR research, narrative building, GTM & Comms launch strategy, and designed user migration plan for consumer and business users.

Google Consumer Blog | Announcement

Google Workspace Blog | Announcement

Ars Technica | Google Meet & Google Duo Merge

Google Duo + Samsung Partnership

Launched Samsung & Google’s best-in-class partnership, driving +58% growth in Duo’s 28DAU (2X vs. Duo’s overall Growth) and landing Duo as an integral part of Samsung Unpacked and global campaigns (+$XXM investments) since 2020. Launches included Google Duo on the S-series, Z Flip and Samsung TV, and Samsung Tab & Note tablets, and key Gen Z-tailored features such as co-watching and collaboration while video calling. Drove co-marketing plan with Samsung to drive brand awareness of Duo+Samsung & app usage, across press (leveraging key Android industry moments), paid media, TV, social + influencer, and owned & operated growth marketing channels.

Android YouTube Channel | Samsung & Duo Partnership

9to5 Google | Samsung + Google Duo Partnership

The Verge | S22 + Duo co-watching & collabs

Digital Trends | Google Duo in Samsung S22 and Tab S8