Experience

Building the full marketing and sales function from zero for an early-stage event management platform.

• Architected a 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 recognition and showcase experience that converted builders into public champions, creating a repeatable advocacy loop that drove brand affinity.
• Built a lifecycle email program that scaled to 1M+ subscribers in 18 months with sustained 40%+ open rates, driven by an editorial-first strategy that served the audience before it served the brand.
• 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, freelancers, and ecommerce practitioners, featuring partner agency work and client builds.
• Built a design industry partnership network through authentic relationships (not media buys), increasing qualified pipeline 50%+ by positioning Webflow as a peer / collaborator within the creative community.
• Built The Vault, a meticulously organized internal repository (Airtable) cataloging Webflow community projects, builders, and stories, creating a shared resource that gave every Webflow team the ability to find and activate community proof points on demand.
• Led a cross-functional tiger team focused on the agency and freelancer segment, coordinating across Sales, Customer Success, and Product while also directing contractors brought in for campaigns and one-off projects, keeping all workstreams aligned to segment goals and business priorities.

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.

• Maintained 50%+ profit margins while launching 1–2 new client websites weekly with a focus on speed and quality.
• Led a nimble, remote creative team and a global network of agencies and freelancers.

Built field marketing and customer advocacy programs from scratch for a design-oriented SaaS platform.

• Managed $1M annual budget across 50+ events, leading a team of direct reports and a contractor and vendor network end-to-end, 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 events that positioned Abstract team members as 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 to share their work, and turning use cases into repeatable proof points.
• Managed a team of direct reports alongside a broader contractor and vendor network spanning event production, content, and design, overseeing hiring, performance, and day-to-day direction while maintaining accountability for a 50+ event calendar and all external partner relationships.

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 Dribbble's annual conference end-to-end: strategy, sponsorship sales, vendor management, programming, and production, deepening community belonging and brand affinity.
• 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, monetization strategy, and overarching community growth and moderation.

• Scaled beyond 100K+ active users, maintaining $30k/mo sponsorships and engaged users.

Implemented SEO, SEM, and paid media strategies to increase brand awareness and drive leads for SMBs.