Director of Marketing & Innovation

Yoga Alliance

October 2021 – Present

• Built the organization's first member retention function from scratch, achieving an 8-point renewal rate increase (73.6% to 81.4%) and 22% new member growth through behavioral data, lifecycle campaigns, and voice-of-customer research.

• Conducted the yoga industry's largest-ever member research study, surveying 13,000+ participants; findings directly drove the addition of a non-credential membership tier, a significant product expansion for the organization.

• Created the organization's first product roadmap, using member analytics and feedback loops to prioritize features that drove engagement and long-term retention.

• Led a comprehensive rebrand spanning 100+ countries, including mission and vision refresh, website relaunch, and messaging repositioned to speak directly to target audiences across all channels.

• Developed sales enablement and member success materials (case studies, testimonials, presentations) used to drive renewals and referrals at scale.

Director of Marketing

The Public Good Projects

August 2017 – September 2021

• Built a digital marketing department from inception; developed processes and campaign frameworks that scaled across 20+ client accounts simultaneously.

• Produced an animated public health campaign targeting binge drinking that generated 750,000+ views with a 73% viewer retention rate, resulting in a 14% drop in binge drinking behavior among the target audience.

• Drove year-over-year campaign performance improvements in 2020, increasing social media engagement by 14% and website traffic by 26% on average across client accounts.

• Built end-to-end lead generation and conversion flows in HubSpot, from paid ad intake through behavioral automation and direct sales outreach, owning the full funnel from acquisition to close.

Digital Marketing Strategist

Rescue – The Behavior Change Agency

November 2015 – August 2017

• Directed strategy for 29 social impact brands simultaneously; 17 reached record performance in 2016 with no budget increase.

• Translated complex research (focus groups, brand testing, market studies) into clear creative briefs and channel strategies that consistently outperformed benchmarks.

Marketing Manager

EvoNexus

October 2013 – November 2015

• Generated four highest applicant rounds in organization's history, positioning EvoNexus as the premier startup incubator in Southern California.

• Achieved 60% web traffic growth, 5x media coverage, and 75-125% social growth on a $1,000 budget.

• Partnered with software startups in the incubator portfolio to help them define their positioning, build early marketing infrastructure, and launch and scale their go-to-market efforts.

Co-Founder

Stealth Startup

July 2011 – September 2013

• Co-founded a mobile app and SaaS startup solving the fan experience problem of not knowing which bars are showing which games. Built the platform connecting fans to bar schedules and to each other based on their location, favorite sports, and favorite teams.

• Led product positioning, brand development, and the early go-to-market strategy.

Educator & Community Development Coordinator

United States Peace Corps

March 2009 – June 2011

• Founded a community credit union through a 22-workshop training series in business and financial management, delivered entirely in Spanish.

• Directed an 18-week youth entrepreneurship program; 16 students launched operational businesses by program end.

• Led $12,750 in community infrastructure fundraising; taught math, English, and business across multiple schools.