Experience
I find the most compelling things people create with a product, tell those stories, and build the programs that make it scalable and repeatable. A decade inside design and developer communities at Webflow, Dribbble, and Abstract, built on top of a decade actually working in design, has taught me that the best proof of what a product can do always comes from a real person doing something real with it. My north star is always the same… customers who champion the product, communities that drive the pipeline, and moments that compound into momentum.
Building the full marketing and sales function from zero for an early-stage event management platform.
- Architected complete brand and GTM strategy from scratch: positioning, messaging house, competitive differentiation, and go-to-market playbook, establishing Eventrise's identity as the platform built by organizers, for organizers.
- Designed a community-first customer acquisition strategy leveraging organizer peer networks, trusted referrals, and authentic storytelling, building pipeline through relationships, not strictly ad spend.
- Leveraging AI tools, especially Claude, as a force multiplier across content development, competitive analysis, research, and campaign execution, operating as a full-stack marketing team of one.
- Led growth strategy for a global marketplace of plugins and templates, achieving high user engagement by enforcing quality standards and optimizing usability.
- Supervised the overarching review process for thousands of templates and plugins monthly, managing a global team of 10+ reviewers.
- Overhauled marketplace guidelines, technical submission requirements, and internal review documentation to ensure a fair and consistent experience for a global audience.
- Co-led user research with product and engineering teams to conduct research and collect user feedback to refine the marketplace roadmap, including the rollout of new features and enhancements.
Led community marketing, customer advocacy, and content strategy for the agency segment.
- Launched the Webflow Awards program from zero: a high-craft recognition and showcase experience that systematically converted builders into public champions, creating a repeatable advocacy loop that drove brand affinity.
- Scaled the agency newsletter from 250K to 1M+ subscribers in 18 months with sustained 40%+ open rates, by prioritizing editorial content strategy that solved real reader problems over serving internal marketing goals.
- Produced Webflow Conf end-to-end (multi-city, 1K+ in-person / 20K+ virtual) as a cornerstone community moment, owning the agency and freelancer segment from speaker curation and programming through vendor management and on-site execution, using the conference as a live stage for the builder stories generated throughout the year.
- Built and curated Made in Webflow, a public-facing directory showcasing the most inspiring sites built with the product, and extended it into a platform for feature-driven cloneable challenges: seeding starter projects, inviting community submissions, and curating the best remixes to drive awareness and hands-on exploration of new Webflow features.
- Designed and launched segment-specific web experiences: dedicated landing pages for agencies and freelancers, and Webflow TV, an aggregated hub for influencer and community-created video content, ensuring every segment of the community had a home that felt built for them, not repurposed from the main brand.
- Built a design industry partnership network through authentic relationship development (not media buys), increasing qualified pipeline 50%+ by positioning Webflow as a peer and collaborator within the creative community.
- Built The Vault, a meticulously organized internal repository in Airtable cataloguing Webflow community projects, builders, and stories, creating a shared resource that gave every Marketing team the ability to find and activate community proof points on demand, ensuring no story surfaced through the ecosystem was ever lost or wasted.
Managed strategic partnerships and sales enablement for a digital advertising platform. Rebuilt the sales content library and integrated CRM workflows, contributing to a 20% lift in closed deals. Built publisher and brand partnerships across global networks.
Directed agency operations and client delivery, emphasizing speed to market.
Built field marketing and customer advocacy programs from scratch for a design-oriented SaaS platform.
- Managed $1M annual budget across 50+ events, from large trade shows (SXSW, Adobe MAX) that built broad brand presence to intimate VIP dinners and practitioner gatherings that consistently drove higher-quality pipeline, using data to right-size the investment across both.
- Secured speaking opportunities at Adobe MAX that positioned Abstract team members as design community thought leaders rather than vendors, building long-term credibility and earned trust within the practitioner community.
- Built customer advocacy infrastructure alongside field marketing: identifying power users and early champions, creating pathways for them to share their work publicly, and turning individual use cases into repeatable, scalable proof points.
Drove partnerships, community growth, and monetization for the largest design community platform.
- Generated $500K+ ARR through contextual advertising and strategic partnership programs, establishing Dribbble as a premium brand platform for the global design community.
- Produced Hang Time (Dribbble's annual conference) end-to-end: strategy, sponsorship sales, vendor management, programming, and delivery, deepening community belonging and brand affinity across the design ecosystem.
- Built high-value brand partnerships (Adobe, InVision, Mailchimp) delivering mutual value through integrated campaigns that increased member activation and retention, not just awareness.
Led product vision, community growth, and monetization for a design-focused news and discussion platform. Scaled to 100K+ active users while maintaining $30K/month in sponsorships and keeping community quality high.