As an advisor to the CEO and fractional Head of Product for On The Goga, I developed high-level product strategy for a workplace wellbeing company transitioning its primary business model from consulting services to SaaS. I refined the company's future vision, defined value for multiple user groups, shaped the platform's position in market, and designed the product offerings needed to get there. I provided regular consultation for cross-functional teams, streamlining internal operations, reducing overhead, automating processes, and introducing self-service customer workflows. Building a culture of experimentation was a key focus while roadmapping initiatives to inform next steps and create products people love -- because, as On The Goga says, "Happy People Do Great Things."

People already loved Spread bagels, but a number of internal changes widened a gap in the brand history and messaging. To guide Broad Creative in developing a new identity and voice for the brand, I led an audience research program to clarify and prioritize user needs. I designed and executed intercept surveys in 7 locations, speaking with over 50 customers and compiling over 2 hours of interview audio. To confidently select a creative direction, I built and delivered a digital concept testing survey that garnered a 92.4% completion rate, earned stakeholder confidence, and kept our audience top of mind.

QuotaPath needed a way to move upmarket, monetize SaaS offerings, and expand its customer base. Through an extensive user research program, I identified the positioning necessary to drive willingness to pay and directed designers and engineers in developing solutions that appealed directly to buyers’ needs. I ushered QuotaPath through their GA release and subsequently designed their Paid roadmap and launch strategy, reducing costs by learning which features were crucial to adoption and retention. This initiative drove immediate revenue growth and effectively showcased profitability for a $21.3M Series A raise.

After securing external funding to enlist community members in educating medical residents in the care of trans, nonbinary and intersex patients, Temple University Hospital needed a plan. I worked with the steering committee to define tangible project outcomes, measure project success, and make the most of the time commitment from the project’s non-staff participants. Together, we developed a schedule to optimize each stakeholder’s best use, and selected tools that would enable a unique team with diverse needs to work together effectively.

Master storyteller and author Matthew Dicks was relying on public speaking and word of mouth to encourage audiences to complete a challenge he calls "Homework for Life:" every single day, log one meaningful moment—large or small. Over time, Dicks has proved these memories become a rich, personal library of insights and story "seeds," helping people better understand themselves and connect more deeply with others. To bring more believers to this brilliantly simple practice, I worked with The Resonance to strategize a native app. I completed competitive analysis, audience research, and benchmarking to build a set of requirements, create a monetization strategy, and establish a series of experiments we'd test through a phased approach to bring this concept to reality, with intention.

Longwood Gardens (recently named "Most Beautiful Garden in the World" by Travel + Leisure) needed to improve wayfinding and expand opportunities for visitor education without adding more visual clutter to its environment design. I led feasibility planning for a web-based solution, hosting a series of intercept surveys with garden visitors and performing on-site internet connectivity testing. Using these findings, I managed a team of UX designers and developers in the creation of an interactive, web-based, responsive map designed for on-campus use. Following the map's initial launch, I trained the team on developing a content strategy, editorial calendar, roadmap, and user testing plan. Together, we drove millions of impressions and created a powerful new mode of storytelling for this beloved public institution.

Gravity Haus's rapid expansion came with significant challenges. They struggled to convey value in their membership offerings and needed updated positioning to help their team move away from discount sales. In collaboration with Broad Creative, I helped refine their content strategy, improve self-service paths to purchase, and promote the life-changing benefits of belonging in a community of diverse individuals with shared interests. Together, we transformed a chain of boutique hotels for curious travelers into a chic, members-only social club for adventurous locals.

NYC-based corporate catering platform CaterPlace needed to align their operations with their growth strategy. I coached a team of sales and marketing professionals on customer journey, conversion funnel, and key actions to complete at various stages in the flywheel. With these success metrics clearly defined, I helped the team set sales targets and worked with engineers to build out a HubSpot integration that created visibility, drove alignment, and surfaced opportunities for strategic pivots in targeted growth tactics.

Early-career placement firm and apprenticeship incubator Catalyte had recently completed a re-brand that spotlighted their talent development success stories. While this helped build interest in their recruitment programs, they struggled to communicate value to potential buyers and end-users. The company's long sales cycles and heavy reliance on in-network, outbound prospecting couldn't scale. In collaboration with Broad Creative and Payne Point Consulting, I performed a competitive analysis and executed an experimental lead generation marketing campaign that allowed us to test and optimize messaging in-market.

News Revenue Hub needed to streamline operations and improve adoption for its consulting services. I led development and go-to-market strategy for a new freemium SaaS platform, enabling small, independent newsrooms to manage their own donation pages and connect useful tools from a new app marketplace. I held a series of focus groups, identified key customer segments, and developed a roadmap to align strategic partnerships with key feature releases. Together, we unlocked revenue growth, optimized operations, increased awareness, drove engagement, and added customers.

After acquiring PhillyU, Thomas Jefferson University needed a fresh look and a suite of digital experiences that highlighted its new liberal arts programming alongside the Sidney Kimmel Medical college it was known for. Leading a team of creative directors, UX/UI designers, copywriters, and front-end engineers, I helped Jefferson deliver its new brand through a sleek new institutional website, an interactive course catalog launched via out-of-home QR codes, and an inspiring donation experience for an ambitious capital campaign.

New York City is home to a diverse population of remarkable thinkers with personal experiences in a range of critical issues. Yet the same voices are too often heard. To tackle this problem and elevate the foundation’s grantees, I helped the New York Foundation launch The Speakers Bureau. Together, we promoted new thought leaders and helped the public find the right speakers for their cause. This project required vision refinement and constituency outreach to identify key issues and create a committed list of experts. To execute, I partnered with a web development team to design and build a clean web interface, clear speaker taxonomy, and intuitive user experience.