Projects

This collection highlights work across customer marketing, lifecycle communications, advocacy, and instructional design.

Each project reflects a data-informed approach, close cross-functional collaboration, and a focus on real outcomes including adoption, retention, and meaningful customer value.

Voice of the customer

I build and operate a fast, scalable customer advocacy engine designed for speed, efficiency, and reuse. The engine blends structured customer interviews with crowd-sourced inputs and AI-enabled workflows to continuously capture authentic customer voice and turn it into advocacy-ready assets.

Rather than relying on one-off stories or manual processes, this system shortens the path from customer input to activation. Advocacy becomes a living input to marketing, enablement, and lifecycle programs, while also strengthening customer trust by reflecting feedback back in meaningful, visible ways.

Here's how it works:

Capture
Customer stories are collected through a combination of structured interviews and scalable, crowd-sourced inputs, allowing advocacy to grow continuously without slowing teams down.

Synthesize
AI-enabled synthesis extracts high-impact testimonial quotes and key proof points from customer interviews and drafts advocacy-ready stories, with models trained on brand voice to maintain consistency, clarity, and quality.

Organize
Insights and assets are structured into a centralized, searchable repository tagged by product, use case, value proposition, and lifecycle moment, making customer proof easy to find and activate in real time.

Activate
Advocacy assets are rapidly deployed across lifecycle campaigns, sales enablement, in-app messaging, newsletters, and learning resources, reducing time-to-value for both teams and customers.

Scale & Compound
Because advocacy is continuously collected, intelligently synthesized, and centrally organized, customer proof compounds over time, increasing speed, consistency, and impact while deepening customer relationships and loyalty.

Explore some of my work

Leadership

I lead through trust, clarity, and influence. I’ve been placed in charge of cross-functional initiatives tied to executive priorities and our most strategic customers, trusted for my communication skills, business instinct, and ability to connect people around a shared goal.

My leadership spans strategy and execution. I’ve owned cross-functional work across marketing, product, customer success, sales, and external partners, often in high-stakes or ambiguous situations where alignment and momentum are critical. I’ve also led tiger team initiatives, bringing together small, focused groups to solve complex problems quickly and move priority work forward.

In addition, I’ve been selected to serve on multiple hiring teams to help define and build customer-facing and strategic roles across the organization. In these efforts, I contribute perspective on role scope, skill alignment, and collaboration needs, helping ensure new hires are positioned for impact from day one.

At the core of my leadership is relationship-building. I listen closely, communicate clearly, and create structure that enables teams to move faster with confidence, delivering work that reflects both customer needs and business priorities.

Campaign Work

I lead and execute customer campaigns designed to drive adoption, engagement, and long-term value across the lifecycle. My work spans onboarding, implementation, engagement, renewal, and value-reinforcement campaigns, with a strong emphasis on relevance, timing, and proof.

My campaigns are informed by customer insight and advocacy rather than generic positioning. Customer stories, testimonials, and real-world outcomes are embedded into lifecycle emails, newsletters, in-app messaging, and targeted outreach to reinforce value at key moments. This approach consistently delivers strong engagement performance and creates campaigns that feel credible, useful, and grounded in real experience.

Across initiatives, I focus on building campaigns that scale. Messaging frameworks, content modules, and advocacy inputs are designed for reuse, allowing campaigns to evolve without starting from scratch. The result is faster execution, clearer storytelling, and lifecycle programs that support healthier adoption patterns, stronger customer relationships, and measurable business outcomes.

Onboarding & Implementation Campaigns

Designed to reduce early friction and accelerate time to value. Messaging is shaped by customer interviews, usage patterns, and advocacy insights to clarify expectations and guide early wins. These campaigns consistently achieved 60–67% open rates and 30–35% click-through rates, reflecting strong message relevance and effective early-stage guidance tied to healthier adoption patterns.

Low-Usage & Re-Engagement Campaigns

Targeted outreach focused on restoring relevance for at-risk accounts through practical, value-led messaging rather than reminders. By pairing clear next steps with customer proof, these campaigns drove meaningful engagement, with roughly 10% of targeted customers improving their health status following outreach.

Ongoing Engagement & Value Reinforcement

Lifecycle campaigns designed to sustain momentum after initial adoption by reinforcing value through customer stories, real-world applications, and proof points. Customer-informed newsletters and engagement campaigns consistently delivered 30–35% click-to-open rates, signaling repeat engagement and extended content shelf life over time.

Renewal & Retention Campaigns

Outcome-driven renewal messaging informed by customer success patterns and advocacy insights, shifting the conversation from features to realized value. These campaigns maintained strong late-stage engagement relative to typical renewal benchmarks, supporting retention efforts at critical decision points.

Statewide & Large-Scale Initiatives

High-volume, multi-stakeholder campaigns executed across large audiences in partnership with internal teams and external organizations. Built for clarity and consistency at scale, these initiatives sustained above-benchmark engagement across thousands of users, demonstrating effective segmentation, timing, and message discipline.

Product Adoption & Feature-Focused Campaigns

Campaigns designed to drive adoption through customer-informed use cases rather than standalone feature announcements. When paired with in-app guidance and lifecycle messaging, this coordinated approach contributed to a 102% increase across key product engagement KPIs, reinforcing the impact of value-led adoption strategies.

Lifecycle Strategy

I design and own lifecycle strategies that map the customer journey end to end and translate it into coordinated, multi-channel programs. My work focuses on aligning messaging, timing, and support to where customers actually are, accounting for different roles, usage levels, and stages of adoption within the same account.

Lifecycle programs are built to handle complexity. I support multi-tier audiences across onboarding, implementation, engagement, expansion, and renewal, coordinating email, in-app messaging, training, advocacy, and support touchpoints into a cohesive experience.

Segmentation is informed by usage signals, customer health, role-based needs, and lifecycle stage, allowing programs to scale without becoming generic or noisy.

At the core of my approach is journey mapping that connects intent to behavior. I continuously evaluate where customers stall, accelerate, or disengage and adjust lifecycle paths accordingly. This results in programs that feel relevant, reduce friction, and reinforce value over time, supporting healthier adoption, stronger retention, and long-term customer growth.

Product Enablement

I’ve led multiple product support and training initiatives designed to reduce friction, increase self-serve success, and support confident product adoption.

One key project was the expansion of the in-product Help Widget, where I introduced structured modules including Announcements, Events, and Best Practices. This reorganization improved discoverability and created clearer pathways to support, resulting in a 120% increase in unique visitors within 30 days and higher repeat engagement with self-serve resources.

I also designed and facilitated live and on-demand training programs aligned to recurring customer questions and usage gaps. These included short, issue-based sessions that prioritized practical application over feature walkthroughs. Trainings drove increased attendance over time and strengthened adoption by reinforcing best practices in context, while reducing reliance on ad hoc support.

Across projects, I focused on building support and training systems that scale. Content was modular, reusable, and informed by real customer friction points, allowing support experiences to compound over time while improving customer confidence, efficiency, and long-term product value.

Key Performance Metrics

860%

increase in testimonial output with my AI-enabled advocacy engine

high quality success stories written and disseminated per quarter

$1.37M+

renewals influenced by partnering with and amplifying key customer stories

30%

decrease in time-to-value realized via reimagined targeted onboarding