Brought in to lead Sniffies’ international growth and marketing transformation during a pivotal expansion phase. Built and scaled the marketing team from 3 to 16, with dedicated creative, paid media, and channel marketing functions. Developed and executed data-driven, omni-channel campaigns, including launching a new ambassador and influencer program to drive user signups and upgrades. Led the transition to in-house media buying, doubling ad spend efficiency and significantly increasing revenue and engagement across key global markets. Managed cross-functional partnerships and on-the-ground activations, establishing Sniffies as a market leader in LGBTQ+ community platforms.
Strategy, Planning & Leadership
Led Sniffies’ international go-to-market strategy, rolling out launches in over a dozen markets with a focus on hyperlocal activations in key cities. Directed the shift to in-house media buying, doubling agility and reducing campaign costs while doubling paid media investment and driving revenue growth of over 20% year-over-year. Scaled the team from 3 to 16, building strong creative, paid media, and channel marketing functions to boost campaign execution, brand innovation, and operational capacity. Maintained robust KPI frameworks and reporting to align efforts with business goal
Data, Audience & Artificial Intelligence
Implemented full-funnel KPI tracking and leveraged advanced data analytics to refine audience targeting and conversion strategies. Enhanced segmentation and value communication using AI-driven tools, contributing to double-digit increases in user engagement and signups. Employed competitive benchmarking and granular analytics to continually optimize creative, media, and content approaches across markets.
Campaigns & Content
Directed omni-channel marketing strategies across key platforms, ensuring messaging resonated authentically with LGBTQ+ audiences and matched overarching business objectives. Launched a multi-partner ambassador and influencer program to accelerate user acquisition, upgrades, and brand awareness through digital and in-person activations. Led creative innovations such as a podcast series, map-based animations, and niche campaigns, while expanding channel marketing teams to grow community engagement and presence.
Growth & Commercialization
Managed resource scaling and infrastructure to support rapid expansion in paid media, partnerships, and event activations. Activated venue and event partnerships reaching large audiences through localized, community-driven experiences. Developed ambassador and partner networks to maximize growth by fostering genuine engagement, driving signups and upgrades via digital outreach and cruising location events. Focused on continuous partner and affiliate optimization through structured testing, budget adjustments, and agile strategy refinement based on market feedback.
