Description: In late 2022, Cornell-affiliated pet tech startup, Embark Veterinary had recently completed Series B funding and was looking to demonstrate greater profitability potential from its existing product suite. I led a newly combined PR, brand, product and event marketing team to develop strategic roadmaps, playbooks and a holistic GTM calendar while spearheading 10+ seasonal marketing campaigns to drive core product (DNA testing kit) sales.

My role:  VP, Brand Strategy & Insights overseeing 7-person product marketing, PR and creative team and leading cross-functional collaboration with Product and Growth teams.

Results: “Swab Stories” creative campaign exceeded contribution profit (CP; +21%) and net sales (NS; +5%) goals, with video performance improving 958% in terms of Total Net Sales from holiday FY'22 to FY'23. Seasonal campaigns also advanced pet professional sales by exceeding vet revenue goals and growing vet kit utilization by 50%. Finally, by working with the Product and Operations teams, we decreased COGS across all kits by 3% YoY.