A sustained month-long global campaign to rally female allies, honoring the trailblazers in women’s sports and setting the stage for Zwift’s 4-year partnership with Tour de France Femmes - All with an upbeat, invigorating, sassy, and trailblazing demeanor.

As the company’s first-ever product marketer, I created clarity and direction for cross-functional teams through extensive research, new positioning and messaging, relaunched a previously unsuccessful product, and built strong cross-functional relationships.

Navigating through a sea of ambiguity, I used a year’s worth of research to develop messaging, branding, and clear direction for a global membership pilot with a $1M budget, delivering over 100 assets in a 6-month time frame on time and on budget.

As Funtvity moved into a new revenue stream, I was tasked to redesign Funtivity Learning’s landing page in a manner that resonated with its target audience. This became possible through competitive research, repositioning, messaging, and collaboration with their CRO and design team.

Capitalizing on a $400k budget to create a series of hardware how-to videos, I partnered with the hardware team to spearhead 13 software-specific how-to videos that are used daily by the support and social teams. These have resulted in an enhanced onboarding experience for Zwifters with increased new-user retention and adoption of key features while simultaneously alleviating strain on our support teams.

With an eye for the opportunity to increase customer lifetime value with automated comms, we refocused the attention of the membership team to lifecycle communications at Specialized. We restructured onboarding, engagement, and win-back comms, leveraging triggered automation flows in both email and in-app communications.