EXPERIENCE
Marketplace Success
Ecommerce & Direct-to-Consumer
Creator Marketing
PROFESSIONAL EXPERIENCE
Director of Consumer Digital Products
Barstool Sports Inc
Vancouver, BC / New York, USA
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Hired to launch TwoYay, a free NIL marketplace by Barststool Sports
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Partnered with Athliance to automatically disclose deals to schools & compliance officers
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Youtube & Facebook API approval to open up auth for Athletes
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Built relationships with agencies & collectives, onboarded teams to TwoYay
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Managed enterprise-level campaigns with over 300 Athletes
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Launched Bulk proposals to make it easy for Advertisers to contract multiple Athletes at once
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Scoped 2023 roadmap around improving activation rate (details avail upon request)
JUNE 2022 - PRESENT
Product Manager
#paid, Creator Marketing
Vancouver, BC
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To help increase the opt-in rate for campaigns, we auto-expired campaign opportunities after the campaign had ended.
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To meet the needs of Enterprise customers and improve the content creation experience for creators, we built concepts into the content approval process so that teams could align on a concept before the creator started working.
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Experimented with "job listings" via email, which led to an increase in opt-in rates and a dedicated job board built in Webflow
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Experimented with video introductions via Loom to increase the total creators contracted during the handraise experience
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Hosted bi-weekly "User Story" sessions; reviewed every call & touchpoint and told a story about the customers' experience with our platform.
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Responsible for reporting on the frequency of transactions and often ran experiments with other teams to increase campaigns
OCT, 2020 - JUNE, 2022
Associate Product Manager
#paid, Creator Marketing
Toronto, ON
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Worked with virtual assistants on Upwork to grow the creator network and optimize outreach strategies
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Worked with content creators to post about #paid on social to increase awareness and drive sign-ups
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Facebook / Instagram API approval opened up performance insights to our Advertisers. Performance insights allowed our Advertisers to analyze their campaign results and double down on creators who worked best.
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Moved the team from Chargebee to Stripe, built all subscriptions and upgrade experiences with Stripe payments. Responsible for Stripe subscription management
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Optimized the step-by-step campaign launch experience to improve conversion rate and introduce Just Content offerings
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To help increase the opt-in rate to campaigns and improve account organization, we built a dashboard for creators to view their campaign activity and status.
JAN, 2020 - OCT, 2020
Product Manager
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
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Launched two net new products to increase revenue (Automations & Integrations with Klaviyo, Smile, Shopify Marketing extensions etc)
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Coordinated between 6 cross-functional teams from product conception through launch and multiple iterations
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Conducted & analyzed user interviews with merchants of all sizes to understand their marketing needs better
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Consistently stayed up-to-date with industry marketing trends
JAN, 2020 - DEC, 2020
Associate Product Manager
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
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Launched the all-new Shoelace
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Built a system that generates ads based on traffic size at various stages of the funnel to improve conversion rates
APRIL, 2019 - JAN, 2020
Product Analyst
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
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Assisted the Product Manager in leading an app redesign to improve churn and retention
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Lead the collection of feedback from users and the entire team to translate the findings into product development
Customer Success Manager
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
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Developed a rich understanding of the Shopify ecosystem, Facebook Ads Manager, performance marketing, and conversion optimization.
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Owned the strategic planning, end-to-end execution, and reporting for over 80 clients running Facebook and Instagram customer journeys
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Went above and beyond to A/B test various copy and creatives, which consistently resulted in improved ROAS and CPAs for my clients
JAN, 2019 - APRIL, 2019
MAY, 2018 - JAN, 2019
EDUCATION
2022 - 2022
She Codes HTML & CSS
She Codes
Online
2022 - 2022
Li Jin on The Creator Economy
Course by Li Jin
Online (Acceptance Only)
2021 - 2021
User Experience Design
Brainstation
Toronto
2017 - 2017
User Experience Design
George Brown College, Continuing Studies
Toronto
2017 - 2017
SEO, Paid Search & Web Analytics
George Brown College, Continuing Studies
Toronto
2017 - 2017
Bachelor of Computer Science
Dalhousie University
Halifax
2015 - 2016
Web Page, Digital/Multimedia and Information Resources Design
Ladies Learning Code
Toronto
2014 -2015