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Director of Web Strategy

October 2020 - Present

InVision

At InVision, we set out to become a market category defining company by “championing design.” I was part of the leadership team that grew the marketing team from ~25 to ~100 over the course of 18 months. We built a marketing machine that was successfully shipping quality content and brand programs every single week. I was responsible for building and operating a playbook that guaranteed predictable quality, at scale. Our work helped the business blow past $100M ARR at a $1.9B valuation.

Senior Director, Brand and Marketing Platform

Sept 2018 - June 2019

  • Managed a high-performing team of 22 designers, developers and project managers. Supported a team of 100+ remote marketing team members

  • Responsible for managing a budget of $4M

  • Responsible for marketing functions that included: brand, communication design, digital strategy, project management, engineering, and integrated marketing campaigns

  • Owned the continuous improvement and KPIs for all of InVision's web properties & digital touch points

  • Created and implemented a playbook that enabled predictable quality at scale by focusing on three key pillars: people, practices, and platform

  • Directed a revolutionary new InVision brand that up-leveled InVision’s perception from a SaaS company to “a design culture brand.” Led the creation of a brand book to be released internally

  • Partnered with engineering and design leadership to craft a year-long product roadmap that allowed for nimble production speed without sacrificing quality

  • Successfully designed and implemented a new project management approach, a data-driven design process, and a modified agile methodology to increase throughput by 150%

  • Transitioned the marketing server infrastructure from Heroku to AWS, resulting in savings of >$250k annually

Director, Website Marketing

March 2017 - SEPT 2018

  • Managed a high-performing team of 30 (up from 8) project managers, product managers, developers and designers. Supported a team of 70+ remote marketing team members

  • Responsible for marketing functions that included: brand creation, communication design, optimization, content syndication, digital strategy, project management, engineering, and integrated marketing campaigns

  • Developed and delivered on a roadmap to maximize user experience, lead capture, traffic, and product awareness across all of InVision’s web properties. Included an IA overhaul and experimentation strategy

  • Built and successfully deployed project templates for all marketing programs, resulting in increased collaboration and quality

  • Coordinated quarterly planning across all functional marketing teams to ensure budget, scope, and time feasibility

  • Led all cross-disciplinary, high-priority initiatives to build new experiences and to iterate on existing brands and UX. Examples include: designbetter.co, insidedesign.com, invisionapp.com, webinars, and Studio/DSM products.  Managed both internal and external teams in the process

Projects my teams created

 
Featured
Inside Design Editorial Post
Inside Design Editorial Post

We re-designed the typical blog post to be more visually compelling for long-form, editorial content.

Design Better Content website
Design Better Content website

Designbetter.co was created to help teams broaden their design skills by sharing game-changing design practices across a variety of mediums.

Design Exchange
Design Exchange

A program that enables senior designers to travel the world and experience a new city through the lens of design.

Blog redesign
Blog redesign

Inside Design gets hundreds of thousands of pageviews each month. We re-designed the site to drive traffic and better support business objectives.

Design Maturity Model
Design Maturity Model

This report was created as a pre-cursor to a much deeper and more interactive analysis, and it was a top driver of MQLs.

Standout Social Images
Standout Social Images

We partnered closely with our social team to create continually fresh and exciting designs that stand out in a crowded space.

 

Optimizely

At Optimizely, we helped businesses optimize the digital experiences they provide to their customers so they can out-experiment and outperform their competitors. I am proud to have been a part of the team that grew the company to $90M in ARR. As the owner of Optimizely’s web properties, I strongly believed (and still do) that the best marketing shows, not tells. My team built a best-in-class optimization approach using Optimizely’s own product that increased pipeline, quarter over quarter. The personalization examples on our website became the sales team’s favorite tool during customer demos. At Optimizely, I learned how to unlock the best customer experiences with data-driven design. I learned how to fail fast and learn faster.

Senior Website Product Manager

Jan 2016 - March 2017

  • Responsible for the marketing website roadmap, technology stack, optimization strategy, and localization process.

  • Managed an internal team of developers and designers in addition to several external agencies

  • Led a team of designers, content writers, and developers to create and execute a re-designed homepage that showcased personalization and aligned with the company’s account based marketing strategy. 1.5% increase in engagement, 113% in views to solutions page, 117% increase in create account starts, and a happier sales opener team. Read more here: https://blog.optimizely.com/2016/03/23/homepage-personalization/

  • Implemented progressive profiling on our landing pages, resulted in a 2x increase in conversion rate for known visitors

  • Owner of technologies such as Demandbase, Heap Analytics, Optimizely X

Projects my teams created

 
Featured
Personalizing the homepage
Personalizing the homepage

To support Optimizely’s shift toward Account Based Marketing, we created a new design that could support personalized messaging and CTAs for target audiences.

Community Manager

May 2014 - Jan 2016

  • Strategized, tested, and executed a complete re-design of Optimizely’s learning hub: Optiverse (http://www.optiverse.com). Resulted in the following increases: 133% in member entrances, 103% increase in member time on site, and 120% increase in pageviews. Read more here: https://blog.optimizely.com/2016/01/19/online-community-website-redesign/

  • Product and project managed the launch of Gamification in the Optiverse. Resulted in 150% increase of accepted solutions and 300% increase of replies in the first 3 months.

  • Managed and prioritized a roadmap for a team of external designers and developers

  • Worked cross-functionally to launch Optimizely’s first online community and built the program from the ground up. Also created and owned a global User Group program.

  • Led the creation of a process to gather, interpret, and present data of customer feedback to Product team – leading to the launch of >20 features.

Areas of expertise:

Strategic leadership, branding, communication design, development, integrated marketing campaigns, user testing, web marketing, account based marketing, SEO, team leadership, budget management, product management, project management, content generation, analytics, AB testing, personalization, information architecture, roadmaps

Older positions:

  • Technical Support Manager at Optimizely

  • Senior Campaigns Manager at Causes

  • Senior Project Manager at Extole

  • English Teacher in Costa Rica, WorldTeach

For more detail, please view my LinkedIn profile

Education:

Bachelor of Science, Business Administration. California Polytechnic University, San Luis Obispo

Graduated Cum Laude – Academic Honor, BETA GAMMA SIGMA member: top 10% academically, Member of National Society of Collegiate Scholars, Deans List - Cal Poly San Luis Obispo