2025–Present
Head of Marketing
Seed Stage · B2B2C Career Marketplace for Remote Workers
23%
outbound response rate
36%
open rate
10%
click-through rate
20%
reactivation CVR
allUP is a seed-stage career marketplace for remote workers. As the first marketing hire, I partnered directly with the CEO to shape ICP strategy, refine product positioning, and build every go-to-market motion from scratch — no existing playbook, no existing channels.
Partnered with the CEO to shape ICP strategy, refine product positioning, and align go-to-market execution across product, sales, and marketing. Served as the strategic operator translating business priorities into executable GTM motions.
allUP needed a way to reach hiring decision-makers at portfolio-adjacent startups, the kind that shared investors or were two degrees away in the network. Cold outreach wasn't going to cut it. I built a warm outbound system in Clay that tracked portfolio company job postings across our investor network. When a trigger fired, it generated a custom prospect list and personalized outreach that was warm by context, not by guessing. Rolled it out across all portfolio companies.
→ 23% response rate on warm outbound
→ 36% open rate / 10% CTR on cold
Designed and executed a reactivation campaign targeting churned users to convert them to a new product offering. The campaign proved the existing user base had untapped revenue potential.
→ 20% CVR on reactivation campaign