This was the interview project for my successful Reforge Content Optimization Lead candidacy. The prompt was to propose a plan to create a resource database offer for growth marketers.

This is an audit I wrote up on our current paid program and agency’s management of it when I stepped into the role at Appcues.

This was a strategic document created to help differentiate our professional coaching solution from existing players in the market, particularly in Europe and France.

An example of a meeting format we used to align sales and marketing teams during our search for a new VP of Sales. It helped us focus our efforts as it related to approaching new leads and projects.

I created this deck to show incremental testing I did on our homepage when I started at Appcues. This deck was used for a meeting with our designer and Director of Product Marketing to determine how to redesign the main marketing pages as a result of testing.

This growth model shows end-to-end revenue creation, allowing the user to forecast for future earnings, and plan vs. fact, and more.

This GTM training, developed for startup founders, covers positioning, personas, metrics, and more.

Used to align the UX and Product teams, this was a useful tool in carving out responsibilities and tasks. While it wasn’t a mandatory step in the process, it helped us get a handle on medium- to large-sized projects in particular.

I introduced this product brief template based on Itamar Gilad’s product confidence meter. It was the first step in PropertyGuru's transformation from output-oriented and sales-led to outcome-oriented and product-led.

I created this work breakdown while we were standing up a new audiences-informed content function at The Conversation. Having clear phases to this process allowed us to accurately plan our approach in terms of both resources and learnings.

This is a simple, yet exhaustive, checklist that I built for email marketers after 2 years of rewarding campaigns and costly mistakes.

This experiment to improve the sign-in experience for existing users significantly increased our key metrics with minimal time and investment.

With no goal-setting framework, the Digital team wasn’t always clear or aligned on what we needed to achieve. I introduced OKRs and a few Agile rituals to improve our impact.

PropertyGuru's transformation from output-oriented and sales-led to outcome-oriented and product-led was a challenging journey. I introduced the NCT framework to drive this shift effectively and address obstacles that a traditional roadmap couldn't tackle.

I created this value stream map to identify real bottlenecks in our content creation process, and show leadership the practical limits of our team capabilities.

This file shows financial projections for a project related to an EMV credit card issuance program launched by an eCommerce platform.

After aligning on our quarterly NCTs, we tracked each product squad's weekly progress in this spreadsheet. Establishing rituals to review outcomes inspired accountability and ownership, transforming PropertyGuru’s focus from outputs to outcomes.

I led this cross-functional workshop for our marketing and retail teams after a big merger. Not only did it generate ideas to increase sales and CLV, but it also built trust and laid the foundation for a successful partnership.

We use this framework to help clients scope and define marketing leadership roles.

This is an introduction to Agile Marketing I developed to improve the capabilities of my performance marketing team.

I completed this assignment as part of an interview for an ICT Consultant role, looking at various key revenue and growth factors.

Social selling can help companies without a large marketing budget achieve their sales targets, but it’s often underutilized in B2B settings. I presented this case to make social selling an integral part of our long-term growth strategy.

An example of a very early press release I produced at Duolingo - it’s an interesting artifact because of the early stages and scrappy nature of the company at the time.

I used this document as my second brain for running a leadership offsite. It came in handy for aligning with the executive team on agenda topics, as well as handling everything from logistics to communications.

I built this visual growth model to give us a better view of how all its different components fit together, which let us drive alignment and decision-making across a wide range of functions.

This document outlines the GTM planning exercise between a hi-tech vendor and its partner ecosystem.

An example of a high-level prospective employee or executive offer at Latitud. We provide options for cash versus equity. In this model, it shows the candidate their options and how they break down down over time.

Created to help guide CS and sales as they interact with customers around a new dashboard, this template can be applied to any new feature or version with minor adjustments.

This was a hackathon experiment aimed at improving onboarding and activation using the psych framework from Darius Contractor and Reforge.

A before-and-after version of a document I developed at Duolingo and incorporated at Latitud with the help of Gabriela Levy. It’s a great model for prioritizing a small growth team around different cross-functional goals.