Professional Projects & Work Samples
Jump to work samples from each company: Upstream Tech | Carbon Direct | OpenTable | Goodreads
GTM Strategy and Leadership across multiple roles
Across Carbon Direct and Upstream Tech, I built GTM foundations and messaging frameworks that helped teams turn complex products, customer needs, and market opportunities into clear positioning and actionable GTM plans. The examples below show how I’ve applied that approach in different environments — from building a product marketing function from scratch to taking a new market from initial opportunity through early GTM.
Marketing Lead at Upstream Tech
As Marketing Lead, I owned narrative, positioning, and GTM strategy for HydroForecast, an AI-powered SaaS platform serving hydropower operators and utilities globally. My work focused on translating a complex product into clear, buyer-relevant messaging and turning market opportunities into actionable GTM plans.
Drove New Market GTM Strategy
We identified energy traders as a potential new market for HydroForecast and I developed a targeted GTM approach, translating the product’s technical capabilities into relevant use cases and audience-specific messaging. I spearheaded a niche energy-trader conference sponsorship to open new conversations and gather direct feedback from prospects. I built the market-specific landing page and early-access experience, along with sales enablement slides, one-pagers, and talking points to support the launch and capture interest.
Work sample: Energy traders landing page with early access section and interest form
Result: Generated early prospect conversations, market feedback, and new pipeline opportunities that helped inform the next phase of the offering..
Shifted GTM Strategy from Lead Volume to Pipeline Quality
I analyzed cross-channel performance across two product lines and identified a critical gap: strong lead generation wasn't translating into pipeline conversion. I made the case to leadership for shifting resources from broad lead generation toward targeted nurture, retargeting, and account-based marketing.
Result: Contributed to reopening a stalled, multi-year enterprise deal through a single targeted retargeting campaign, and laid the groundwork for a more efficient, intent-driven marketing motion company-wide.
Applied Learnings to Build the Highest-Attended Webinar in Company History
I applied learnings from previous campaigns to sharpen the audience, use case, and format for Upstream Tech’s latest customer webinar. I focused on a specific audience and emergency-response use case, with a customer speaker to make the topic more relevant and credible. The result was the company’s highest-attended webinar, with strong live engagement and qualified leads and opportunities for Sales to follow up.
Approach: Targeted promotion across paid social and email, live event hosting, and post-event distribution through blog and YouTube. I also used performance data to improve lead quality across paid channels by roughly 9x.
Result: The campaign contributed to a broader content and lead-gen strategy that touched nearly half (48%) of all active pipeline deals company-wide.
Product Marketing at Carbon Direct
As the first Product Marketer at Carbon Direct, I spearheaded multiple complex product launches and created foundational sales enablement materials and messaging playbooks.
Led GTM Launch for Carbon Direct's Flagship Software Platform
Owned GTM strategy and execution for the Carbon Direct Platform — a new software product built to complement the company's advisory services and reposition Carbon Direct as a technology company. Drove alignment and approval across leadership and cross-functional teams, and wrote and edited all launch copy.
Materials: Blog post, press release, dedicated landing page, one-pager, email and social promotion, sales pitch slides, and internal/external FAQs.
Result: Successfully repositioned Carbon Direct's public identity to support a software business alongside advisory services, with sustained post-launch marketing (quarterly release highlights, feature announcements, evergreen content).
Built a Data-Driven Seasonal Campaign That Lifted MQL-to-SQL Conversion
Used historical buying-cycle data to design a three-part seasonal email series for Carbon Direct's carbon credit portfolios, timed to seasonal demand shifts and paired with coordinated Sales outreach to warm leads.
Approach: Three sequenced emails matched to buyer priorities across the year — inventory urgency ahead of Q4 demand, year-end advisory services, new-year emissions reporting — layered with direct Sales follow-up.
Result: High open and click-through rates and strong MQL-to-SQL conversion, driven by pairing data-informed timing with coordinated sales outreach — a seasonal playbook Carbon Direct continued using in following cycles.
Product Marketing for Experiences on OpenTable
Launched a New Product Line and Owned Its Go-to-Market Strategy
As a Product Marketer at OpenTable, I drove GTM roadmap and positioning strategy for Experiences, a new product line letting restaurants create, market, and manage curated dining events. I used market research to inform pricing, messaging, and multi-channel campaign strategy, and directed execution across Product, Marketing, and User Research teams for one of OpenTable's top revenue-generating initiatives.
Check out the new marketplace of unique dining Experiences in your area.
Materials: Consumer-facing landing page, the "Now Serving" webinar series (industry data and restaurant interviews on new revenue opportunities), partner-facing articles, and a sales enablement walkthrough guide for restaurants.
Showcase unique experiences
The landing page is an introduction to the product for customers and prospects focused on key benefits and competitive differentiators.
Webinar: Now Serving
The first episode of this webinar focused on how Experiences can unlock more revenue for restaurants. Using data, trends, examples followed by an interview with a restauranteur.
Sales Enablement: Product Walkthrough Guide for Restaurants
Marketing & Sales Program Management for Goodreads & Amazon Kindle Collaborations
Drove 31% YoY Growth in Acquisition and Engagement
As product marketer for Goodreads and Amazon Kindle collaborations, I led cross-functional roadmap prioritization and delivery with Product, Marketing, Design, Engineering, and Data Science — driving 31% YoY growth in acquisition and engagement across campaigns, channels, and product improvements.
Multi-Channel Marketing Campaign: Prime Reading + Goodreads
Built multi-channel campaigns — including a targeted Kindle Unlimited offer for Reading Challenge participants and a Prime Reading promotion spanning native ads, editorial integrations, email, social, and in-product placements — as part of managing a $5M–$7M+ annual ad business. Used audience insights and performance data to optimize each channel.
Result: Grew ad revenue up to 86% YoY while consistently exceeding targets, and increased email conversion 5X through data-driven optimization.
Channels included: native ads, editorial integrations, email, social, product badging
Kindle Unlimited offer page for Goodreads users
Want to Read email campaign program
Marketing Strategy: Audible Partnership
Managed Audible's first-ever offline event sponsorship for Goodreads, pairing an in-person 10th Anniversary Celebration with an online marketing and social campaign.
Result: Part of the broader advertiser partnership strategy behind Goodreads' ad revenue growth above.
Marketing Case Study: Movie Studios Finding Love & Results on Goodreads
Wrote and published a case study showing how movie studios used Goodreads advertising to drive awareness and engagement, using performance data and social proof to strengthen the sales narrative.
Result: Contributed to a 15% increase in sales pitch close rates for the ad sales team.
