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Work Highlights
HALO Bassinest Swivel Sleeper
Game-changing new product that saved babies' lives -
and drove 8x increase in enterprise value
HALO Innovations was in the business of saving babies' lives. Its founder had lost his firstborn child to SIDS, and created the company to develop products to promote safe sleep for infants in the hopes that no other parent would suffer a similar loss.
As VP of Marketing, in addition to driving a four-fold increase in revenue from the company's best-selling SleepSack wearable blanket product line, I also helped diversify the company's portfolio by conceiving and bringing to market a game-changing safe sleep product: the Halo Bassinest Swivel Sleeper. This product allowed mothers to safely co-sleep with their babies without ever having to get out of bed to care for them.
When the HALO Bassinest Swivel Sleeper was introduced to market, it was immediately heralded as a game-changer by mothers and retailers alike. Its introduction exceeded all revenue expectations. I led all customer reseach, brand identity and marketing strategy development, and oversaw all omnichannel marketing execution from ideation through to commercialization. (As a small company, I was very "hands on" with all design, writing and production of all marketing and sales support materials - I even wrote the owner's manual).
Results:
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Achieved 123% product introduction revenue goals.
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Earned #1 top-seller status on Amazon within first two weeks.
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Won the JPMA Innovation Award & overall Judges’ Pick Award.
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Generated approximately 8X increase in enterprise value, directly resulting in company’s strategic acquisition and investors’ successful exit.
Wyotech: "You Were Born for This" Re-launch Campaign
WyoTech, a nationally respected not-for-profit in automotive vocational education for over 50 years, provided a path to mortgage-paying careers to non-traditional learners. Once considered the "Ivy League" of automotive training, Wyotech had lost share, lead volume and student enrollment due to a declining category, competitive disintermediation, and a lack of corporate support prior to their acquisition by Zenith Education Group. Zenith sought to restore their not-for-profit status and return the brand to its former glory and financial health.
Customer segmentation research I led identified that Wyotech's best student prospects - dubbed "Mavericks" - were driven more by passion than by career interests. Previous positioning had these reversed, causing messaging misalignment with the market.
I spearheaded the "You Were Born for This" multi-million-dollar re-positioning campaign that included digital, streaming audio, social media, mobile, native content, DRTV, pay-per-click, SEO and PR outreach along with updated sales enablement support programs.
Results:
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250% increase in unique visits, exceed branded lead forecast by 17% and enrollments by 29%.
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YouTube campaign drove 800x growth in branded search.
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Enroll-to-Start activation program generated a 43% increase in starts at an ROI in excess of 2,500%.
Pacific Vision Foundation:
Sight-saving care for all, regardless of ability to pay.
Pacific Vision Foundation provides sight-saving cataract surguries to underserved communities in the Bay Area. I initially was retained to assist in brand strategy and portfolio management, but quickly pivoted to also provide ongoing internal and external stakeholder messaging, research and produce case studies, as well plan and produce all the year-end campaign marketing support on a turunkey basis (strategy, messaging, and write/design/produce all content for their year-end giving campaign, including email, direct mail, donor cultivation events, social media and video content).
My role expanded further to also provide marketing support (planning and execution) for The Barkan Society, the alumni association for the CPMC School of Ophthalmology, creating bimonthly newsletters, email campaigns, and planning and management of multiple international online and in-person symposia and community-building events.
Year-End Giving Campaign Results:
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8% increase in overall giving
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33% increase in major giving
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15% increase in average gift per donor
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15% increase in board giving
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Email open rates over 57%, an 11% increase vs. YAG
