Experience

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  Forever 21

  Jul 2012 - Sept 2013

  Visual merchandising manager

  Orchestrated captivating in-store experiences at Forever XXI, driving sales and brand awareness. Conceptualized seasonal displays and product presentations, aligning with brand narratives and digital marketing campaigns. Crafted compelling digital merchandising strategies by collaborating with the global marketing team to foster a cohesive omni-channel experience, boosting customer engagement.

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  Shoreline church

  Sept 2013 - Jul 2017

  Creative arts & marketing director

  At Shoreline Church, a global megachurch, I led marketing initiatives that reached thousands of members and drove real, measurable growth. The experience was like running a business at scale, where I learned how to engage diverse audiences, lead large campaigns and build partnerships - skills that translate directly to the product marketing world.Driving Engagement & Growth: I launched a flagship annual event that grew attendance by 200%. This wasn’t just about attracting people; it was about creating a compelling, strategic experience that resonated with our community. I got hands-on with digital marketing, utilizing data to optimize campaigns across multiple online channels and build engagement at scale.Cross-Functional Collaboration: Working with teams from content to leadership, I coordinated efforts across departments to align messaging and ensure every initiative moved the needle. I’ve gained a deep understanding of how to get everyone rowing in the same direction, which is crucial when you’re rolling out complex marketing strategies across teams.Creating Impactful Partnerships: I led marketing for a multi-state and international church partnership program, creating unique VIP experiences that drove a 30% increase in participation. It was all about building strong relationships, understanding partner needs and delivering tailored marketing that made everyone feel valued.At Shoreline, I learned how to execute marketing with a purpose, build brand loyalty and engage customers in meaningful ways - all while managing a fast-paced, multi-channel environment. These skills are exactly what I bring to the table in product marketing, where creating meaningful customer experiences is everything. Show less

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  Walsh gallegos treviño kyle & robinson p.c.

  Jul 2017 - May 2022

  Client services, marketing & events manager

  Spearheaded client services, marketing, and events management initiatives for the largest education law firm in the U.S. I oversaw execution comprehensive marketing strategies, showcasing the firm's legal expertise and commitment to the education sector. Developed and executed product marketing strategies for the suite of digital products. Created comprehensive product launch plans, including marketing collateral, sales enablement tools, and customer outreach initiatives. Conducted market research to identify customer needs and pain points, resulting in product enhancements and increased customer satisfaction.Developed and implemented targeted campaigns to enhance brand visibility and engagement. Monitored and analyzed metrics to measure the success of campaigns and events, providing insights for continuous improvement.Cultivated and strengthened client relationships, acting as a liaison between legal professionals and educational institutions to ensure seamless communication and satisfaction. Led cross-functional teams to deliver high-quality services and events, collaborating with legal professionals, support staff, and external vendors. Orchestrated impactful events, from seminars to conferences, fostering connections within the education community. Ensured flawless execution from planning to post-event evaluation.Leveraged a full tech stack to enhance client communication and streamline marketing efforts, aligning with the latest industry trends. Show less

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  Product marketing alliance

  Feb 2020 - now

  Pro+ member

  The Product Marketing Alliance’s mission is simple: to elevate the role of product marketing, and we did this by giving the function a voice, establishing its value in an organizational map, and ensuring PMMs worldwide have had a central hub of resources to upskill.

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  Kuno creative

  May 2022 - May 2024

  Product marketing strategist

  As a consultant at Kuno Creative, I had the opportunity to work with a diverse range of companies, from innovative startups to large enterprise Fortune 100 companies, where I helped build and evolve product marketing strategies from the ground up. I collaborated closely with executive teams and product departments to create tailored strategies that enabled companies to refine their marketing approaches and establish strong, results-driven product marketing departments.I provided the tools and frameworks these organizations needed to scale, empowering product marketing teams to evolve and make a measurable impact. My role included leading dynamic teams, often 5-20 members, in executing high-impact marketing initiatives, product enhancement strategies and sales enablement programs. I steered the development of marketing, brand positioning, product strategies and business development efforts.In each project, I worked cross-functionally with various teams to bridge the gap between creative marketing strategies and concrete business outcomes. My expertise in problem-solving and strategic thinking allowed me to define key challenges, pinpoint actionable solutions and drive initiatives that moved the needle for clients.I developed and nurtured strong relationships with internal stakeholders and external clients, providing insights that aligned with business goals and ensuring the successful implementation of product marketing deliverables. By blending strategic vision with hands-on execution, I enabled organizations to solidify their product marketing functions and position themselves for long-term success in the tech industry. Show less

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  Affinipay

  May 2024 - now

  Product marketing manager

  I lead the PMM strategy for our legal tech portfolio (MyCase, CASEpeer & Docketwise), helping to position us as leaders in the space. My role is all about connecting product development to customer needs, making sure we’re not only building the right features but also delivering them in a way that resonates with our users. I collaborate closely with product, sales, marketing and customer teams to align efforts and drive impactful, cohesive strategies across the business. Here's what I focus on:Product: My job is to ensure we’re building the right things. I work closely with product teams to align roadmaps with what the market demands and what our customers need. I bring insights from extensive research to help shape the product strategy and drive innovation.GTM: Launching products isn’t just about getting the word out; it’s about creating a full experience. I develop GTM strategies that ensure the right message reaches the right people at the right time.Customer-Obsessed: I’m passionate about ensuring that customer feedback is at the heart of our development process. Whether it’s through customer advisory boards or direct user interviews, I make sure our roadmap reflects our users' real-world needs so we iterate quickly and deliver products that truly solve our customers' problems.Sales Enablement & Storytelling: I’m all about telling a compelling story that empowers our sales teams to sell with confidence. I create the narratives and resources they need to communicate our product’s value in a way that resonates with prospects and drives conversions. Goal = make sure every conversation is a step toward closing the deal.Thought Leadership & Authority: I work on positioning our products as leaders by creating valuable content, participating in industry events and building relationships that elevate our brand and provide insights to both customers and the legal community. It’s about making sure our voice is heard and that we’re seen as true thought leaders. Show less