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 program design to SaaS. I crystallized the company's future vision, defined value for multiple user groups, and designed the product offerings needed to get there. I provided regular consultation to 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."

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

NYC-based corporate catering platform CaterPlace needed to leverage their product operations to meet ambitious sales goals. I worked with engineers to build out a HubSpot integration that created visibility, drove alignment, and surfaced opportunities for targeted growth tactics. I coached a team of sales and marketing professionals on customer journey, conversion funnel, and value propositions for each stage in the decision-making process. With improved instrumentation and understanding of key product-qualified lead signals, I equipped their team to run like a successful PLG SaaS company.

News Revenue Hub wanted to streamline internal operations and increase adoption of its consulting services. To accomplish this goal, I led development and go-to-market strategy for a new freemium SaaS platform that empowered small, independent newsrooms to manage their own donation pages and connect to key tools through an integrated app marketplace. I conducted focus groups to uncover newsroom needs and pain points, identified and prioritized key customer segments, and built a strategic roadmap aligning feature releases with partnership opportunities. The result unlocked new revenue streams, optimized operations, and grew both engagement and awareness, helping News Revenue Hub raise over $128M for independent newsrooms.

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 story "seeds," helping people better understand themselves and connect more deeply with others. To bring more believers to this practice, I strategized a native app The Resonance would build and release. I conducted competitive analysis and audience research, benchmarked similar products to shape requirements, designed a monetization strategy, and created a phased testing plan to validate our hypotheses. This structured approach set the foundation to reimagine Homework for Life as a digital product, growing its reach while staying true to the simplicity and intention behind Matthew’s original challenge.

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.

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.

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.

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.

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.

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.

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.