PROFESSIONAL AND ACADEMIC BACKGROUND

EXPERIENCE

2024 - 2025

Director CRM & MarTech EQUINOX GROUP

The primary owner of all direct communications with members and prospects, overseeing the entire MarTech stack for Equinox, and leading deployment of CRM initiatives to drive member engagement, retention, and revenue growth.

Developed lifecycle marketing strategies, enhancing lead conversion and member engagement across email, push, SMS, web, and in-app channels, aligning campaigns with broader business goals of driving new member registrations and revenue.
Built the vision and roadmap for the CRM team and established an operational framework that included A/B testing, advanced segmentation, and personalization to maximize member engagement and enable the team to achieve key objectives.
Led cross-functional initiatives with Product, Data, and Engineering teams to optimize our MarTech stack and enhance data accuracy across platforms. This included identifying data gaps, implementing robust data validation processes, and ensuring seamless cross-platform data flows.
Spearheaded efforts that resulted in a 30% increase in the emailable base, and introduced improved attribution capabilities. Enhanced Equinox’s referral program by introducing action-driven, personalized messaging, driving a 100% growth in referrals.
Led deliverability and compliance efforts, to maintain a high sender reputation and adhere to CAN SPAM and other anti-spam regulations, and enable scalable and compliant marketing campaigns.

2022 - 2024

CRM & Lifecycle Marketing Consultant

Marketing strategy consultant to enterprise-level clients, medium-size companies, startups, and nonprofit organizations in the B2B and B2C space, providing guidance and driving the vision and strategy for the consumer experience across all touchpoints, including lifecycle marketing, product marketing, engagement, and loyalty.

Industries: Retail, Logistics, Fitness, Fintech, E-commerce, DTC.

Led the strategy and drove performance for top-tier client accounts through innovative lifecycle marketing campaigns via email, SMS, push, on-site, and in-app, analyzing performance data and making strategic adjustments to optimize results.
Built robust and innovative strategies for lifecycle, transactional, triggered, and promotional campaigns that focus on personalized messaging and churn prevention to drive customer engagement, repeat bookings, and increase LTV.

2021 - 2022

Senior Director of CRM TEXTNOW

Led the CRM team, responsible for developing a data-driven customer-centric lifecycle strategy via Email, SMS, in-app and web channels, annual budget planning, Mar-Tech stack, user segmentation, experimentation plan, and funnel optimization.

● Built and scaled a high-performing team focused on providing a stellar user experience, and laid the foundation for a customer-centric retention strategy to drive brand loyalty

● Delivered successful onboarding & activation strategies that increased Week 2 retention for new users, designing A/B testing strategy to constantly improve LTV and retention rates

● Addressed channel health issues and improved Textnow’s email sender reputation and email deliverability from Low to High, and achieved a sender score of 97

● Translated company vision into measurable OKRs, and built a comprehensive experimentation agenda, working cross-functionally with Product, Engineering, Design, Brand, and Data Science, achieving a record-breaking increase in orders

● Partnered with the Business Analytics team to identify leading drivers of long-term retention and leveraged ML propensity modeling to optimize programs driving LTV

2018 - 2021

Global Senior Marketing Director ZINIO LLC

Led ZINIO’s Marketing function, setting the vision and strategy and working in partnership with Product, Business Analytics and Customer Care teams to drive subscription growth globally; responsible for the annual budget and forecast, strategy, and MarTech stack.

● Built and mentored a global cross-functional integrated marketing team spanning Email, Mobile marketing, paid and social media, driving high team engagement and retention

● Delivered end-to-end customer lifecycle experiences across all platforms (apps and website) that delighted millions of users, driving an increase in brand awareness & adoption

● Developed the GTM plan and launched a new subscription service in Australia, and built the plan for the global launch, including pricing, GTM strategy and portfolio of products

● Drove subscriber growth through ROI & LTV focused strategies across Email, push, in-app, and on-site, teaming with key cross-functional partners to define Roadmap priorities

Director Lifecycle & Mobile Marketing ZINIO LLC

2016 - 2018

Led ZINIO’s mobile marketing team, leading global lifecycle marketing strategy across Email and mobile channels, leveraging marketing automation & app analytics to increase in-app retention and drive subscriber growth and loyalty, responsible for annual budget and forecast, Marketing stack, and integration.

● Built a high-performance growth hacking team, coaching and mentoring team members to help them develop new skills in mobile marketing

● Consistently surpassed revenue goals YOY, driving subscriber growth through strategies that increased our average App Store rating by 200%, and ranking from Top 500 to Top 20

2011 - 2016

Senior Lifecycle Marketing Manager ZINIO INTERNATIONAL

Headed lifecycle marketing for ZINIO's International division, responsible for driving consumer marketing strategy & subscription growth across International markets.

● Built multi-channel lifecycle strategies that drove a 10x increase in revenue, and developed multilingual dynamic campaigns that got shortlisted for the 2016 British Media Awards

EDUCATION

COLUMBIA BUSINESS SCHOOL — Chief Marketing Officer Program

STANFORD UNIVERSITY — Product Marketing Certificate

WESTERN UNIVERSITY — BA in Economics