my experience
Jenius Bank
Consumer digital banking arm of SMBC Global, a leading financial services provider
Director, Head of Product Marketing
Jun 2025 – Present
Established Product Marketing as a core growth function; built and led a team of four spanning Website, SEO, and Customer Communications.
Owned positioning, GTM, and growth strategy for Personal Loans and Deposit products, aligning acquisition channels, messaging, and lifecycle programs to business goals.
Partnered closely with Product, Analytics, Lending, and Marketing to translate market insights into roadmap prioritization, volume growth, and channel optimization.
Led narrative and messaging frameworks across web, SEO, lifecycle, direct mail, and affiliate experiences.
Delivered executive-level performance reporting, insights, and prioritization recommendations.
Key Impact
Drove 240% YoY increase in personal loan volume by diversifying and optimizing affiliate acquisition strategy.
Launched a new direct mail acquisition channel with a structured test-and-learn roadmap tied to ROI and volume targets
Citizens
Citizens Financial Group, Inc. is one of the nation's oldest and largest financial institutions, with $226.4 billion in assets as of December 31, 2025.
Vice President, Product Marketing Growth Strategist – Student Banking
Mar 2021 – Jun 2025
Led end-to-end growth and product marketing strategy for Student Banking across lending, refinance, and scholarship products.
Drove digital acquisition and content strategy expansion, including launch of TikTok and a scaled content marketing engine.
Defined positioning, GTM strategy, and lifecycle approach in partnership with Product, Brand, Media, Lifecycle, and Analytics.
Served as senior marketing advisor to Consumer Lending and Student Product executives.
Owned planning and optimization of a $20M annual marketing budget aligned to growth and ROI targets.
Built feedback loops across customer research, performance data, and market insights to guide investment decisions.
Key Impact
Delivered 20% YoY growth in student lending volume (2022–2023)
Identified and scaled high-value customer segments through differentiated value propositions.
Led marketing integration following the College Raptor acquisition.
Launched the bank’s first customer newsletter focused on Student and Parent planning.
Jetpack Workflow
B2B SaaS company developing workflow management tools for CPAs and accountants.
Director of Marketing
Mar 2019 – Mar 2021
Developed marketing budget, benchmarks, and forecasts
Executed all lead acquisition and nurturing campaigns across content marketing efforts, SEM and Social campaigns, and email.
Maintained customer communication for new product releases.
Directly managed the website and social media presence.
Implemented a reporting process and cadence to deliver high-value reports to other members of the management team and CEO.
Migrated all marketing into Hubspot for reporting, management, and communication.
Worked closely with Sales, Product, Engineering, Success, Operations, and Support to get cross-departmental projects completed.
Advocated for, hired, and managed one direct report who oversaw all content creation for the company.
Redesigned and updated the website
Barkley (formerly BarkleyREI)
Digital marketing agency focusing on enterprise website builds and marketing strategy for the higher education and tourism industry.
Director of Digital Strategy, Performance Marketing
Mar 2014 – Jun 2019
Led strategic media initiatives across education and travel clients.
Directed performance marketing and analytics strategy across $10M+ in annual media spend.
Influenced client leadership through data-driven insights and strategic recommendations.
Led new business pitches and growth strategy development
Managed a team of 8 across media planners and campaign strategists
LunaMetrics (Bounteous)
Leading global digital analytics agency, with clients in Fortune 100 list.
Paid Search Project Manager and SEM Training Lead
June 2012 - March 2014
Researched, created and managed paid search campaigns in Google Ads and Bing Ads
Created and delivered client reports
Managed Facebook campaigns
Created an internship management plan and helped onboard new interns
Developed and led SEM training and workshops across the United States
The best work I've done lives in case studies I share directly. Tell me a little about what you're working on and I'll send what's most relevant.