Digital Marketing E-Commerce

San Francisco, California 415-***-**** *********@*****.***

CHRONOLOGICAL PROFESSIONAL EXPERIENCE

Nuts.com - SVP, Marketing & Growth 2022 - 2024

Grove Collaborative - VP, Growth & Retention 2020 - 2022 Pendulum Therapeutics - VP, Marketing 2019 - 2020

Helix - Director, CRM Marketing 2017 - 2019

StitchFix - Director, CRM Marketing 2016 - 2017

Cbr/AMAG - VP, Marketing & Digital Enablement 2014 - 2016 eBay - Sr. Manager, Marketing & Analytics 2012 - 2014 Growth Consultant 2010 - 2012

Sephora - Director, eCommerce & Digital Marketing Technology 2004 - 2009 PROFESSIONAL EXPERIENCE BY INDUSTRY

CONSUMER HEALTHCARE

PENDULUM – San Francisco, California

VP, Marketing and e-Commerce 2019 - 2021

Hired to launch commercial strategy & marketing, and build the marketing team for an innovative micro- biome therapeutics start-up. Operated as e-commerce GM. Team of 8 and agencies. Delivered 1st-year commercial results that ensured round C fundraise 12 months ahead of schedule. Left the role as the company was pivoting commercial strategy post-fundraise.

• Launched, led, and scaled marketing, customer service, website development, and analytics; going zero-to-one in less than 6 months.

• Led the growth strategy from including awareness, demand generation and retention; launched all marketing channels including SEM, CRM, social, offline channels, SEO & content marketing, gaining a 4x improvement in growth KPIs QoQ & 90% repurchase rate. Managed DTC P&L.

• Partnered with legal, science, and regulatory teams in developing customer facing claims, research publication and enrollment of new studies.

• Developed pricing and launch membership and ad-hoc shopping options with high membership adoption and retention rates. Increase AOV by 30% through A/B testing. Albina Kehoe

DATA-DRIVEN AND CREATIVE HEALTHCARE COMMERCIAL LEADER PROFESSIONAL PROFILE

Seasoned marketing executive with 20-years of experience full-funnel growth marketing, brand development, marketing analytics, and technology. Proven ability to grow revenue through marketing programs in highly regulated environments such as healthcare, biotech, beauty and CPG.

Marketing in Regulatory Environment: Proven record developing performant and engaging marketing programs that are compliant with FDA, HIPPA, CLIA and GINA. Analytical and Data Driven Commercial Leader: Extensive experience of using data, testing, and research to identify growth opportunities and design marketing programs to drive improvements in engagement & growth.

Team and Cross-Functional Leadership: Expert in building high-performance teams, spotting and attracting top talent. Proven ability to excel in highly visible, senior roles that require cross-functional collaboration.

Brand & Creative Marketing: Track record building and optimizing creative/content and brand teams and programs.

EDUCATION

DARTMOUTH COLLEGE

Master of Health Care Delivery Science

Expected Completion: August 2025

STANFORD UNIVERSITY

Genetics and Genomics Certificate

SAN DIEGO STATE UNIVERSITY

M.S.B.A, MIS Emphasis

B.S., Information Systems

PROFESSIONAL AND VOLUNTEER ACTIVITIES

Advisor:

LifeDNA - helping a subscription-based

consumer DNA startup to launch consumer

marketing

Mentor:

Built by Girls - providing coaching advice to

high school and college age women

• Led the executive team in the development of a 3-year growth and commercial strategy by facilitating business reviews, board and product advisory updates, and fundraise support.

• In partnership with BD and HCP developed marketing partnerships, HCP, and Influencers strategy. HELIX – San Francisco, California

Director, Growth & CRM 2017 - 2019

Launched a customer marketing program for the 1st DNA products marketplace. Developed conversion, retention, and content strategy with the goal to improve LTV. Left the role due to organizational pivot toward population genomics and subsequent layoff.

• Led the development of an end-to-end CRM strategy, including channel mix, targeting, creative & campaign optimization, analytics and modeling; improving the subsequent purchase rate by 40%.

• Led B2C and B2B2C retention marketing and supported health partnership team.

• Led marketing to support population health studies with State of Nevada and Mayo Clinic.

• Launched and scaled the creative and integrated marketing processes.

• Developed strategy and piloted for first of a kind DNA insights subscription.

• Developed a strategy that improved acquisition and retention through educational & science content.

• Spearheaded a successful packaging redesign, resulting in a 25% reduction in cost.

• Led the data & modeling strategy, including customer segmentation, LTV, and data enrichment. Cbr / AMAG Pharma – San Bruno, California

VP, Digital Enablement 2015 - 2016

Director, Digital Marketing 2014 - 2015

Led digital marketing for 1st newborn stem cell bank and maternal health products; including acquisition, conversion and CRM programs. Manage the team through the acquisition by AMAG Pharma and as a result was promoted to VP of Growth & Digital Marketing assuming responsibilities for digital marketing for all maternal health products. Reported directly to CCO as part of the commercial leadership team. Team of 12. Left the role after a successful post- acquisition transition period.

• Oversaw B2B (Healthcare Providers), KOL, and B2C (expecting parents) marketing strategy

• Led full rebrand of digital properties to appeal to younger (millennial) demographics.

• Created multi-channel contact strategy (video, email, direct mail, social media, targeted media, phone) designed to educate potential customers on stem cell science and developments in research. Drove 10x improvement in engagement and 2x improvement in conversion.

• Determined promotion/pricing, segmentation and experimentation strategies that delivered the biggest day and month sales volume increases, 3x improvement in coupon effectiveness.

• Led development of predictive models; improved accuracy of the existing model by 30%.

• Achieved a 20% reduction in acquisition cost by tying customer LTV to acquisition strategy

• Led development of marketing claims in partnership with Legal, Medical and Regulatory teams.

• Supported medical team with patient recruitment and communication for clinical studies. CONSUMER PACKAGED GOODS (CPG)

NUTS.COM – Jersey City, New Jersey

SVP, Marketing 2022 - 2024

Led marketing across DTC, Gifting & B2B business units, including acquisition, retention, lead generation, and brand marketing for a profitable 100-year-old food retailer. A member of the senior leadership team reporting to the CEO. Managing a team of 15 marketers, creatives, and marketing agencies. Left the role due to role elimination and layoff.

• Managed a substantial paid media budget across brand, performance, and retention marketing programs. Managed DTC P&L in partnership with the merchandising team.

• Delivered double-digit improvement in profitability by moving to LTV/CAC acquisition optimization, shortening cohort paybacks and marketing promotions optimization.

• Led a significant expansion and optimization in offline media channels along with a launch of the Mix Media Model and delivering a full-funnel acquisition program.

• Rebuild retention marketing to focus on customer lifecycle, channel expansion, and personalization. Improving customer profitability and LTV through offer testing and user experience.

• Worked on a complete brand repositioning and redesign, including consumer research, creative execution, and media plan.

• Launched and oversaw a commercial planning process for marketing, operations, and creative teams.

• Led creative team, including photography, design, and content development. GROVE – San Francisco, California

VP, CRM Marketing 2021 - 2022

Led the evolution of retention marketing for a unicorn startup focused on developing and selling plastic-free

& plastic-neutral household products sold directly to consumers and B&M retail. Increase the number of active customers in preparation for IPO. Managed a team of 12. Left the role post successful IPO.

• Led Grove’s marketing initiatives focused on improving the number of active customers, subscription retention, and customer LTV.

• Led the cross-functional team to develop customer loyalty program, channel diversification, margin improvement, product trial, subscription adoption and Grove mobile app.

• Implemented Grove’s first customer segmentation based on comprehensive Natural Shopper TAM research, customer behavior, and predictive modeling.

• Launched an integrated marketing process improving brand awareness and consideration.

• Investing in customer experience improvement on Grove’s e-commerce website and app informed through rigorous testing, data science, segmentation, and consumer insights. Leading complete revamp of marketing and analytical technology.

• Supported Grove’s CPG product innovation and retail strategy, including the 3rd party B&M retail launch. FASHION AND BEAUTY

STITCHFIX – San Francisco, California

Director, CRM Marketing 2016 - 2018

Developed Stitch Fix CRM capabilities; including segmentation in channel marketing programs, multi-channel strategy and measurement. Led content marketing and blog channel. Team of 12. Left the role to return to pursue a role in health-related organization.

• Led retention marketing for the first subscription-based styling service.

• Led segmentation and personalization task-force; initial results delivered a 20%-30% lift in conversion.

• Revamped of all lifecycle programs for the core business line, developed multi-channel approach.

• Spearheaded the expansion of retention programs into new business lines - mens, plus, luxe & kids.

• Re-engineered marketing/creative process and reduced go-to-market time from 4 months to 6 weeks.

• Led strategy and rollout of 3rd party gift card program design to drive acquisition and awareness.

• Developed loyalty strategy, test plan and initial POC improving fix cancellation rate during slowest quarter. EBAY – San Jose, California

Senior Manager, CRM Marketing 2012 - 2014

Developed eBay’s global CRM capabilities; including analytics, marketing program, strategy & measurement. Worked with CRM & BU teams to identify opportunities for improving the customer engagement.

• Established and led monthly cross-department readouts on CRM email results / priority.

• Led efforts to move eBay CRM measurement from attribution to incremental value; doubling overall channel value within 2 years.

• Designed data-based contact strategies that delivered 30% improvement in new customer conversion, 20% frequency gain for frequent buyers and a positive ROI for eBay promotions SEPHORA – San Francisco, California

Director, eCommerce and Digital Marketing 2004 - 2009 Led Sephora’s 18 member digital IT & BI teams. Brought sephora.com and digital marketing in-house; reduced costs and gained control of strategic channels. Consulted for LVMH on Sephora Europe.

• Piloted and rolled out Sephora’s loyalty program (Beauty Insider); developed reward analytics and reporting to guarantee brand participation.

• Developed a product roadmap for sephora.com fulfillment, shipping optimization, inventory management, international shipping, fraud system, call center and direct operations. Reduced shipping costs by ~$2 million annually while improving inventory accuracy by 20% Certified Pilates instructor Aspiring Chef Avid Reader Skier Kayaker Paddler Scuba Diver

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