Director of Marketing at Primal Trust

Owned retention and lifecycle strategy, including entry tagging, onboarding flows, and re-engagement logic to address early churn. Used exit feedback and behavioral data to redesign product pages, homepage resources, and onboarding experiences, improving retention by 30%. Partnered with content leadership to translate customer insights into education across site, email, and onboarding, and led onboarding experiences to improve activation and engagement.

Senior Ecommerce Marketing Manager at Empire

Owned the ecommerce experience across 32 Shopify storefronts and ~350 SKUs, shaping homepage, collection, product, cart, and checkout flows. Set and maintained the ecommerce roadmap using analytics and customer behavior to prioritize what shipped and what waited. Led launch-driven roadmaps across dozens of concurrent storefronts, coordinating engineering, design, merchandising, and marketing around weekly shipment cycles. Led ongoing site redesigns and optimizations based on click behavior, scroll depth, and A/B tests. Supported high-volume launches and peak periods, including $250K revenue days and a $1.3M launch month.