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 – CourtReserve

Role: Product Marketing

Focus: GTM, Adoption, Monetization

Driving product adoption and new revenue through a public booking feature across a B2B SaaS platform used by 2,200+ clubs

OVERVIEW:
Public Booking enables non-members to reserve courts at clubs through CourtReserve, introducing a new acquisition and monetization channel for operators.

The feature expanded how clubs generate revenue while increasing overall platform value and engagement.

EXECUTION:

  • Defined positioning and core messaging based on operator use cases and revenue outcomes

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

  • Built and managed the launch plan and rollout timeline across teams

  • Coordinated execution across product, marketing, and operations

  • Supported enablement to drive feature adoption and activation

MY ROLE:

Owned go-to-market strategy for the Public Booking launch, partnering closely with product and engineering to bring the feature to market.

Led positioning, messaging, and launch execution, ensuring the feature was clearly understood and easily adoptable by operators.

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 clubs and CourtReserve

  • Increased product adoption and overall platform engagement

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 managing marketing operations

KEY TAKEAWAYS

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

  • Systems thinking enables marketing teams to scale beyond individual contributors

  • Connecting tools and processes creates compounding efficiency across teams

RallyPoint – AI-Powered Marketing System

Designing and building an internal system to automate campaign planning, content creation, and cross-functional workflows using AI.

OVERVIEW:

RallyPoint is an internal system I built to streamline how marketing and product teams plan, create, and execute campaigns.

The system centralizes campaign briefs, automates content generation, and connects workflows across tools, creating a more scalable and structured marketing operation.

MY ROLE:

Designed and built RallyPoint using Claude Code, defining system architecture, workflows, and AI-driven outputs in collaboration with marketing and product teams.

Owned end-to-end development of the system, from initial concept through iteration and deployment.

EXECUTION:

  • Built an AI-driven campaign brief generator that converts product inputs into structured GTM 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

  • Supported growth across both DTC and retail distribution channels

  • Increased product adoption and market presence across key launches

  • Helped establish more repeatable go-to-market processes

KEY TAKEAWAYS:

  • Scaling requires repeatable systems, not one-off campaigns

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

  • Consistent execution across channels drives sustained growth

Scaling Product Marketing – Selkrik Sport

Building product marketing systems and go-to-market execution to scale a consumer brand into a nine-figure business

OVERVIEW:

At Selkirk Sport, I helped scale the business from early-stage growth into a nine-figure brand by building and executing product marketing systems across multiple channels.

This included product launches, retail expansion, and integrated campaigns that drove both product adoption and revenue growth.

MY ROLE:

Led product marketing and go-to-market execution across key initiatives, working across brand, retail, and partnerships.

Expanded scope from PR into broader ownership of product marketing, campaign strategy, and growth execution.

EXECUTION:

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

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

  • Contributed to retail expansion with partners including Costco and Dick’s Sporting Goods

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

  • Worked cross-functionally to align product, marketing, and external partners