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Case Studies

1236

(Growth Acceleration) $7M Pipeline Growth in Two Years

Built brand and GTM engine from zero at Eskalera, aligning four co-founders and launching within four months.

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Overview

As employee #5 at Eskalera, an early-stage HR SaaS startup, I was brought in to architect and operationalize the company’s entire brand and go-to-market (GTM) strategy from the ground up. With no existing marketing infrastructure and a fragmented product vision from four co-founders, I led the charge to define market fit, align internal stakeholders, and launch within just four months.

Strategic Impact & Achievements:

$7M+ Sales Pipeline: Built a scalable GTM engine that generated over $7M in qualified pipeline in under two years without any paid advertising.
Brand Creation & Market Entry: Crafted Eskalera’s full brand identity, visual design, website, messaging architecture, and content strategy, executing a full-market launch in under four months.
First Client Win (Cornell University): Launched lead gen campaigns that brought in the company’s first inbound lead, converting it into a signed enterprise contract during the launch phase.
Lean & Agile Marketing Execution: Led multichannel initiatives across email, social, webinars, and PR, achieving a 29% email CTR, 10% social traffic increase, and 3,000+ opportunities from organic and event-driven outreach.
Category Creation & Thought Leadership: Positioned Eskalera as a next-gen DEI and employee engagement platform, leading PR efforts that secured placements in WSJ, Yahoo Finance, and Business Insider.

Innovative Campaigns:

Rapid COVID-19 Response Campaign: Launched a 10-day campaign offering free access to the platform, driving 60+ inbound leads and 15 new clients in 72 hours.
Mentorship & Product Expansion: Partnered with the product team to define and launch features like “Mentoring Circles,” aligning GTM messaging with user needs and organizational vision.

Leadership & Collaboration:

Sole marketing lead reporting to the CEO.
Led cross-functional alignment across engineering, product, sales, client success, and PR.
Implemented agile GTM sprints and marketing ops via HubSpot and Salesforce.

Bringing clarity in chaos

I specialize in transforming abstract vision into executable strategy, aligning stakeholders, launching brands, and driving tangible growth in early-stage environments.

Case Studies

1247

(Engagement & Activation) 9% Increase in 90 Days

Launched GTM strategy and field marketing at Babylon Health, driving Medicaid engagement across U.S. regions.

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Overview

At Babylon Health, I spearheaded the development and execution of a nationwide go-to-market (GTM) strategy focused on Medicaid populations, resulting in a 9% increase in member activation within just 90 days. Tasked with scaling engagement in historically underserved regions, I stepped into a newly created role to bridge communication gaps across marketing, product, and clinical teams.

Strategic Leadership & Execution:

GTM & Field Marketing Launch

Built and launched a grassroots field marketing program in under three months across Missouri, Georgia, and Mississippi. This included hiring and managing a five-person team, designing localized outreach strategies, and executing on-the-ground activation initiatives.

Cross-Functional Collaboration

Served as a liaison between 30+ stakeholders, aligning health plan KPIs with co-branded messaging and activation touchpoints, spanning digital, community, and offline channels.

Campaign Design

Owned multi-channel strategy across direct mail, SMS, email, events, and community partnerships. Tailored messaging to drive awareness, registration, and first-time appointment booking, particularly among high-risk members with chronic health needs and social barriers.

Operational Frameworks

Developed scalable processes, including member segmentation, a real-time feedback loop to product and leadership, and localized compliance-aware outreach playbooks.

Quantifiable Impact:

Increased activation metrics by 9% within 90 days through door-to-door outreach, community events, and personalized follow-ups, establishing a model later scaled across multiple states.

This initiative positioned Babylon as a trusted digital health partner in Medicaid markets while proving the ROI of community-led marketing. My approach combined strategic planning, executional excellence, and data-informed decision-making to drive healthcare engagement in high-risk populations.

Case Studies

1232

(Campaign Mastery) $35M Omnichannel Campaigns

Led inclusive, high-impact ad strategy for Wells Fargo, generating 125M+ impressions and $1.01B in mortgage volume.

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Overview

As a strategic partner to Wells Fargo’s integrated marketing and executive teams, I led the omnichannel go-to-market strategy, directing $25M–$35M in annual ad spend across Mortgage, Consumer Lending, and Small Business Deposits. Brought on exclusively by BBDO, I served as a strategic partner to Wells Fargo’s integrated marketing and executive teams, spearheading inclusive, data-driven campaigns that delivered measurable results.

Campaign Highlights

$1.01B in funded mortgage volume (vs. $838M break-even)
125M+ impressions across checking and mortgage campaigns
345M+ social impressions across deposit campaigns
67% of surveyed users said the creative “simplified my life”

Multicultural & Inclusive Marketing

Guided strategy and creative development for multicultural segments, with an emphasis on building trust among underbanked and first-time homebuyer audiences
My role was pivotal in bridging brand messaging and cultural authenticity. I didn’t just understand the cultural nuances, I integrated them into the brand’s messaging, enhancing engagement and brand sentiment among diverse audiences.

Strategy & Execution

Designed and executed full-funnel omnichannel campaigns across video, native, display, Gmail, radio, social, mobile, and paid search
Delivered high-performing creative with emotionally resonant messaging, using A/B testing and user insights to optimize results
Used a culturally relevant, in-language approach to deepen engagement with Hispanic, Chinese, and Indian communities

Cross-Functional Leadership

• Coordinated 50+ stakeholders across Wells Fargo, BBDO, and media/creative partners
• Navigated complex regulatory environments while maintaining creative momentum and compliance integrity

I bring clarity and cohesion to large-scale marketing programs by making complex industries feel approachable and human. At Wells Fargo, I translated intricate financial offerings into performance-driven storytelling, grounded in empathy, cultural nuance, and strategic discipline.