Selected Work

Product launches, systems, and growth initiatives across SaaS and consumer brands.

Focused on go-to-market execution, product adoption, and system-driven growth.

Public Booking Launch → 200+ Clubs Activated in 2 Weeks

Launched a new acquisition and monetization channel for a B2B SaaS platform (CourtReserve) used by 2,200+ clubs.

Problem

Clubs had no way to monetize non-members, limiting new customer acquisition and overall revenue growth.

Insight

Positioning the feature as a revenue-generating growth channel, rather than a scheduling tool, would drive faster adoption and operator buy-in.

Role

Led end-to-end go-to-market strategy, including positioning, messaging, and launch execution in close partnership with product and engineering.

Impact

  • 200+ clubs activated Public Booking within the first two weeks

    • Some clubs generated up to 30% of total revenue through the feature

    • Established a new monetization channel for both operators and the platform

    • Increased overall product adoption and engagement

Result

The launch expanded how clubs acquire and monetize players, turning a product feature into a meaningful revenue driver for the platform.

Execution

  • Repositioned the feature from a scheduling tool to a revenue-generating growth channel

  • Translated product functionality into clear, outcome-driven value propositions for operators

  • Built and managed the launch plan and rollout strategy across product, marketing, and operations

  • Coordinated cross-functional execution to ensure alignment, clarity, and speed to market

  • Supported enablement and onboarding to drive feature adoption and activation

Key Takeaways

  • Adoption is driven by clear positioning and ease of activation

  • Features convert when tied to tangible business outcomes

  • Strong alignment between product and marketing accelerates successful launches

Impact

Reduced time required to create campaign briefs and supporting content

  • Improved alignment between product and marketing teams

  • Increased speed and consistency of campaign execution

  • Established a repeatable system for scaling marketing operations

Result

RallyPoint transformed marketing from a series of manual campaigns into a scalable, system-driven operation, improving execution speed, consistency, and cross-functional alignment.

Key Takeaways

  • AI is most effective when embedded into structured workflows, not used as a standalone tool

  • Systems thinking enables teams to scale beyond individual contributors

  • Connecting tools and processes creates compounding efficiency across teams

RallyPoint → AI-Powered Marketing System for Scalable Campaign Execution

Problem

Marketing execution was fragmented across tools, with campaign planning, content creation, and collaboration happening in disconnected workflows.

This created inefficiencies, inconsistent outputs, and limited the team’s ability to scale execution.

Insight

Embedding AI into structured workflows, rather than using it as a standalone tool, would enable faster execution, stronger alignment, and more consistent outputs across teams.

Role

Owned end-to-end design and development of RallyPoint, defining system architecture, workflows, and AI-driven outputs in collaboration with marketing and product teams.

Execution

  • Built an AI-driven campaign brief generator that converts product inputs into structured go-to-market plans

  • Designed workflows to automate campaign strategy, messaging, and content outputs

  • Integrated tools including Canva, Gamma, ElevenLabs, and Monday.com into a connected system

  • Developed a centralized dashboard for planning, collaboration, and execution tracking

  • Iterated on system outputs and usability based on feedback from marketing and product stakeholders

Impact

Contributed to scaling Selkirk into a nine-figure brand

  • Increased product adoption across DTC and retail channels

  • Expanded distribution through major retail partnerships

  • Improved consistency and scalability of product launch execution

Result

Helped transform product marketing from campaign-based execution into a more scalable, system-driven function, supporting sustained growth across channels.

Key Takeaways

  • Scaling requires repeatable systems, not one-off campaigns

  • Product marketing must connect brand, distribution, and customer experience

  • Alignment across teams and channels is critical to sustained growth

Scaled Product Marketing → Contributed to Growth of a Nine-Figure Brand

Built and executed product marketing and go-to-market systems at Selkirk Sport, supporting growth across DTC, retail, and partnership channels.

Problem

Selkirk was scaling rapidly, expanding product lines, distribution, and athlete partnerships while building a category-defining brand in pickleball. As the business grew, marketing execution became increasingly complex across channels, with a need for more structured product launches, clearer positioning, and stronger alignment between product, brand, and distribution.

Insight

Scaling required moving from one-off campaigns to repeatable product marketing systems that could support launches across DTC, retail, and partnerships.

Role

Led product marketing and go-to-market efforts across key launches, working cross-functionally with product, marketing, and external partners.

Execution

  • Supported product launches with positioning, messaging, and campaign strategy across DTC and retail

  • Built and scaled marketing systems across DTC, retail, and partnership channels

  • Partnered with product and R&D to translate new products into clear go-to-market strategies

  • Contributed to retail expansion through partnerships with Costco and Dick’s Sporting Goods

  • Managed campaigns that drove product visibility, demand, and sell-through

Impact

  • Secured national media coverage across major networks including ESPN, CBS, and NBC

  • Contributed to campaigns reaching millions of viewers across broadcast and digital channels

  • Strengthened brand and athlete positioning through strategic storytelling and media execution

Storytelling & Cultural Marketing → Driving Visibility at Scale

Executed media, PR, and content-driven storytelling across major cultural moments, helping brands and talent break through in high-attention environments.

Problem

Brands and talent were competing for attention in crowded media environments, where traditional messaging often failed to break through or resonate with audiences.

Insight

Visibility alone isn’t enough.
Effective storytelling requires aligning messaging with cultural moments, distribution channels, and audience behavior to create real impact.

Role

Supported media strategy, content execution, and press coordination across high-visibility campaigns and productions, working with brands, athletes, and media partners.

Execution

  • Supported national PR campaigns tied to major events including the Super Bowl, NFL Draft, and PGA TOUR

  • Coordinated media strategy and press execution across broadcast, digital, and on-site environments

  • Worked in television production at CONAN, contributing to content requiring tight timing, audience awareness, and creative execution

  • Collaborated with athletes, media, and brand partners to shape compelling narratives and press moments

Key Takeaways

  • Storytelling is most effective when tied to timing, context, and audience behavior

  • Distribution is as important as messaging in driving results

  • Strong narratives create leverage across media, partnerships, and product moments

Result

Developed a foundation in storytelling and cultural marketing that continues to inform how I approach product positioning, go-to-market strategy, and audience engagement today.