From high-growth start-ups to global platforms, I help companies prove the value of marketing, optimize for ROI, and align marketing with the C-suite.
Building the marketing performance system for the C-suite
Challenge
Glassdoor needed to unify its marketing activity, connect channel performance to business outcomes, and elevate marketing's role with leadership. Reporting silos limited visibility and impact.
Approach
- • Built a comprehensive marketing performance system across all channels
- • Created executive-ready reporting templates and trained the team to own them
- • Developed an OKR + KPI framework connecting channel metrics to business goals
- • Advised the CMO and guided channel leaders on strategy and investment
- • Introduced AI-driven marketing practices with C-suite impact tracking
Results
- • Widened marketing's impact on the business beyond acquisition to include consideration increase and engagement
- • A sustainable executive-level reporting + advisory system now in place with increased visibility and perceived value within the organization
Turning a hospitality start-up into a digital revenue engine
Challenge
Casai, Mexico's largest Series A hospitality start-up backed by Andreessen Horowitz, merged the best of Airbnb and hotels. Strong offline traction wasn't enough — digital needed to scale as a primary revenue driver.
Approach
- • Unified product, brand, and marketing metrics into a single framework
- • Built performance forecasts and a custom Python dashboard
- • Formed a cross-functional "growth squad" with biweekly CRO reporting
- • Implemented website optimization and diversified acquisition channels
Results
- • +20% increase in online revenue from organic + social traffic
- • Shifted demand from offline-heavy to digital-first
- • Positioned the business for fundraising and expansion
Scaling reach with an organic growth engine
Challenge
Fishbowl, the social platform where professionals trade career tips and insider insights, was acquired by Glassdoor. The mandate: expand reach, prove brand value, and reduce reliance on expensive paid acquisition.
Approach
- • Designed a cross-channel metric map and custom Looker Studio dashboard
- • Launched TikTok channel and optimized social strategy
- • Led monthly executive reporting and channel strategy reviews
- • Shifted content production to an organic-first model with executive buy-in
Results
- • 2x increase in organic + social-driven registrations
- • 50% reduction in paid social spend while sustaining growth
- • Established a scalable, repeatable organic acquisition engine
Why Companies Work With Me
I connect marketing strategy directly to business outcomes
I design systems that make ROI clear and repeatable
I partner with leadership teams to align marketing with the C-suite agenda
Ready to build your performance system?
Let's discuss how I can help you prove marketing ROI and align with your C-suite.