Head of Talent Partnerships, Waze | May ‘22 - April ‘23

Led partnership strategy for Waze's highest-impact marketing program: custom voice navigation campaigns featuring celebrity and entertainment talent aimed at driving positive brand sentiment.

• Increased Waze usage by 15% by stewarding end-to-end strategy and execution of strategic partnerships that enabled users to drive with celebrity talent.

• Accelerated the rate of talent acquisition by 2X by transforming cross-functional processes, program pitch materials, and key cross-functional relationships.

• Closed partnerships with top-tier talent (Roger Federer, Christina Aguilera, Hasan Minhaj & more) by leading 9+ cross-functional teams, managing talent agency, and building partner pipeline.

• Negotiated and secured talent contracts and co-marketing deliverables with an estimated earned media value of $502K per campaign.

• Drove significant revenue by pitching program to clients in Sales calls, serving as Marketing Advisor to Ads team, and developing a suite of bespoke, audience-centric materials.

Global Head of Editorial, Waze | January ‘20 - May ‘22

Drove brand engagement and thought leadership by building and leading Waze’s first content department and multi-channel publication strategy.

• Streamlined the development of all content programming by building and managing a dedicated agency team of 20+ that supported all content programs globally.

• Grew pageviews by 4X/month (1M) while reducing budget spend by 78%. Led company strategy for communicating go-to-market launches, cultural moments, and PR initiatives.

• Exceeded campaign goals for usage, app onboards, press coverage, and brand awareness by leading a team of 100+ to launch Waze’s largest-scale integrated marketing initiative: “End of Year.”

• Managed team to close 30 Waze Carpool partnerships in the US, Mexico, France, and Brazil by defining and implementing a new brand positioning, narrative, and toolkit of marketing assets.

• Resurrected product usage by partnering directly with the CEO to lead company-wide Covid effort. Led meetings with cross-functional leadership and ran development and distribution of a multi-phase messaging framework to help users and businesses in a time of crisis.

• Drove feature implementation by 10% and lifted Waze navigation by 5% by developing and launching a series of dynamic monthly summary emails and a quarterly newsletter to a group of 4M+ users.

Global Head of Social Media & Influencer Marketing, Waze | August ‘16 - January ‘20

Founded and led the Social Media, Influencer, and Experiential Marketing departments at Waze. Represented the “human” voice of the brand and ensured flawless brand execution across activations.

• Grew Waze social channels by 300% YoY to 4M+ followers by leading global strategy and cross-channel execution, applying subject matter expertise, and “newsjacking” brand into relevant cultural conversations.

• Increased social engagement by 375% and cadence by 3X by managing direct reports and agencies to create content in support of business objectives and go-to-market campaigns. Launched Waze’s first brand love Community Management team.

• Generated a 32% spike in Waze Carpool app onboards and 500K+ YouTube views within 1 month by orchestrating a documentary-style video shoot capturing the human stories of 7 users.

• Increased Waze Carpool awareness and usage by creating and launching the company’s first Influencer Marketing strategy. Partnered with trusted voices to encourage behavior change.

• Reshaped Carpool partnership strategy by executing a best-in-class, immersive mobile pop-up experience for commuter college students. Named best experiential activation in company history.

Product Marketing Manager, Google | January ‘13 - August ‘16

Led efforts to grow user base, brand awareness, and advocacy for Google Local Guides, Google Pixel, and Zagat brands. Managed worldwide expansion of “Chefs @ Google” program.

• Drove brand attention and renewed relevance by launching an award-winning brand activation, the “Zagat Tiny Cafe,” which exceeded goals for earned media, PR coverage, and attendance.

• Generated $1.5+million in revenue by building and launching first experiential marketing strategy and playbook for Zagat and Google Large Customer Sales. Pitched, curated, and flawlessly executed 45+ bespoke dining events for MasterCard, Nextel, and Google C-Suite Executives.

• Increased Zagat app installs by 42% YoY by overhauling ad creative to reposition product differentiators.

• Exceeded goals for brand awareness, buzz, and internal affinity by leading Internal Marketing and Influencer efforts for Google Pixel LiveCase launch, leveraging strong internal influence and extensive network of cross-Google relationships.

Experiential Marketing Associate, Google | September ‘11 - January ‘13

Led marketing event strategy, strategic partnerships, and execution for Zagat and Google Local Guides experiential programming.

Program Manager, Culinary Experiences, Zagat | 2010 - 2011

Led strategy, curation, and experiential marketing execution for "Zagat Presents" program. Generated Zagat revenue by pitch Sales-sponsored event programming and served as experiential point-of-contact for corporate clients (e.g. MasterCard Priceless).

Global Communications Associate, Aveda (Estée Lauder Companies) | 2009 - 2010

Led copywriting efforts for New York Fashion Week and key product launches.

EDUCATION

• Bachelor of Arts, Bates College. English major with concentration in fiction writing. Wrote a year-long “Honors Thesis” collection of short stories.

• English Literature Concentration, Columbia University (Visiting Student Program)