Humancore Professional AI Advisor
Situation
Humancore is a seed-stage generative AI startup that needed to define its brand and positioning and launch a marketing website while its product was still in development.
Action
As fractional Chief Marketing Officer, I partnered with the executive leadership team to define Humancore’s mission, vision, and market positioning. I established the marketing function from scratch, led the development of the Humancore website and product video, and launched early top-of-funnel campaigns to test messaging, validate demand, and support pipeline growth.
Results
Humancore launched with a strong brand foundation and a conversion-focused website. Early campaigns exceeded industry benchmarks by 180–200% and helped drive $30M+ in early pipeline.
Credit Karma Personal Finance App
Situation: Credit Karma built a successful business by offering “free credit scores,” but it needed to expand its product offering and brand association in order to grow.
Action: I updated the company’s brand positioning to focus on helping people make “financial progress” by spearheading the evolution of its mission, vision, positioning, and design system across product and marketing. As Head of Product Marketing, I also helped launch several successful products including, Credit Karma’s Savings, Checking, and HELOC marketplace products.
Results: +8 point increase in positive brand perception and helped pave the path to Intuit’s acquisition of Credit Karma for $7.2 billion. (Additional results for product launches available upon request.)
LinkedIn Job Search App
Situation: LinkedIn wanted to increase engagement among job seekers.
Action: As a Product Marketing Manager, I conducted user research to make recommendations on key features for a new Job Search app. I also led the global go-to-market plan and marketing launch.
Results: Increased engagement among LinkedIn Job Seekers by 110%.
