Enablement & Scale
A useful offering needs a clear path into people’s work. I build the tools, education, delivery systems, and operating rhythms that help teams use insights confidently and serve customers at scale.
Scaling advertiser insights through self-service
At Reddit, I lead the shift from bespoke research toward scalable offerings and AI-enabled delivery. I established global distribution and enablement through Highspot, Slack, Salesforce, and office hours, embedding advertiser insights into sales workflows and expanding reuse.
I also direct AI-enabled sales tools that equip commercial teams with advertiser intelligence, community trends, and research for account strategy and client recommendations.
Delivery at scale
9x growth in report delivery
8x growth in self-service creation year over year
Commercial reach
More than 17% of expected revenue covered
One in four Mid-Market and Large Customer Sales accounts reached, up 18% year over year
Supported wins grew nearly 2x faster than overall sales
Helping sellers communicate the value of measurement
At Pinterest, I expanded Sales measurement fluency through scaled playbooks, equipping sellers to communicate product value and guide client decisions. The work connected measurement capabilities with the questions retail advertisers needed to answer, helping commercial teams bring that understanding into customer conversations.
Helping sellers turn questions into useful insights
I created Pre-Sales Insights for Account Managers, a global learning program that helped sellers choose and use the right research tools for a customer’s question. The program made scaled research more accessible and strengthened sellers’ ability to guide client conversations.
More about the workshop
The Advertising Research team at Twitter did more than measure; we equipped global sellers with access to top-tier third-party research tools, ensuring swift and thorough responses to client questions. To help ease inbound questions about when and how to use the various SaaS tools at their disposal, I led the creation of "Pre-Sales Insights for Account Managers,” a global sales training initiative aimed at boosting seller efficiency. This program enhanced understanding and utilization of first- and third-party scaled research tools, including Brandwatch, Comscore MyMetrix, GWI, and YouGov. It focused on how to choose the best on-demand methodology for the advertiser question at hand.
Making a global sales tool work better for its users
I led Twitter’s global Brandwatch relationship, connecting seller needs with vendor priorities, product improvements, and enablement. I built a follow-the-sun support model and drove improvements in regional support and access to real-time social listening data.
More about the Brandwatch Growth Plan
One of the most strategic and complex SaaS partnerships I led was with Brandwatch, which captured and indexed Twitter’s “Firehose.” This tool allowed 1000+ sellers to count and analyze conversations about their clients quickly; the data was used in RFP, QBR, Upfront presentations, and campaign recap reports worldwide. As part of my vendor management responsibilities, I created and managed a “follow-the-sun” internal support model, where a global team of internal analysts monitored the tool’s uptime and performance, addressed urgent issues, and collected product feedback. I also directed and supervised the global “Brandwatch Action Plan,” a program to hold the vendor accountable for delivering agreed-upon enablement services and product improvements. As part of this plan, I delivered key tool enhancements for Twitter, including improved in-region and in-language support and expanded access to real-time social listening data.
Overseeing this partnership was particularly complex: while Brandwatch served as a vendor to Twitter’s advertising sales and B2B marketing teams, the vendor’s consumption and storage of Twitter’s “Firehose” made them one of Twitter Data’s most important clients. Managing this relationship on my team’s behalf required building relationships with multiple internal organizations and then framing the vendor’s understanding of the company’s priorities in a way that best-supported revenue growth.
Building the conditions for better work
Storytelling for Researchers
Workshops that help researchers craft clear narratives and communicate with senior audiences.
Check out the WorksheetWorkshop details
Best-selling author James Clear once Tweeted: “The two skills of modern business are storytelling and spreadsheets. Know the numbers. Craft the narrative.” To help my organization grow as storytellers, I developed two workshops: one that focused on telling a great story based on data and another on delivering a compelling story to senior audiences. I was asked to teach these data-driven storytelling workshops as part of new hire orientation for new researchers; marketers and sellers would frequently ask to join. I’ve also taught a version of this workshop to the Advertising Research Foundation members.
Portfolio Prioritization
Shared planning that helps teams choose projects and communicate priorities across stakeholders.
Thought Leadership Portfolio Management
In addition to campaign measurement, my team was tasked to design, commission, and deliver compelling thought leadership that distinguished Twitter in the marketplace. These complex cross-functional projects required sourcing topics, setting priorities, procuring vendors, managing research fielding and analysis, building a narrative, and sharing the results. As our team’s Operational chair, I implemented a Thought Leadership Portfolio program built on Twitter’s JIRA instance. The processes and tools I implemented enabled our team to organize, triage, and prioritize our non-measurement projects and then easily socialize our evolving roadmap with stakeholders.
Sales Guidance at Critical Moments
Rapid research and brand-safety tools that help sellers address changing advertiser concerns.
COVID-19 Emergency Insights Program
I deployed this program with my direct reports immediately following the global shutdowns in March 2020. During the chaotic early months of the COVID-19 pandemic, this program delivered weekly custom survey data that enabled sellers to educate advertisers on how to craft paid creative, organic messaging and targeting strategies on Twitter in a way that made audiences feel safe and engaged during lockdowns. We estimated that this program generated at least $11 million in revenue during its active quarters.
Brand Safety Dashboards
As the 2020 lockdown continued, social media conversations pivoted to social justice conversations and election discourse. Marketers were understandably cautious about how to advertise. To help assuage their fears, I oversaw the methodological design and subsequent delivery of hundreds of on-demand, custom Brand Safety Dashboards. Built with Brandwatch, these tools empowered sellers to answer key brand safety questions about brand conversations on Twitter for top clients in real time.
Clear Standards for External Narratives
Guidance that makes research easier to communicate consistently across Sales and Marketing.
Citations Guide for Sellers & Marketers
As organizations—and their repository of insights—scale, research and findings can lose their context and be shared in unintentionally confusing, conflicting, or even misleading ways. To ensure that the global sales and marketing organization understood the right way to share Twitter’s knowledge with clients and partners, I created a Citations guide alongside my partner in Marketing Legal. This guide walked employees through the different types of research methodologies and how to cite them (some examples: eMarketer statistics are often aggregated from other sources which need to be noted; insights from SaaS tools need to be cited in a way that shows how to replicate the statistic, and the organization must disclose when research was specifically commissioned by the company.) This guide made it notably easier for employees to share the company’s valuable knowledge, and significantly streamlined the legal review process for externally-facing materials.
Operational foundations
SaaS Vendor Management
The advertising research team at Twitter was responsible for funding and managing the global sales and marketing team’s access to SaaS insights tools like Comscore, GWI, and YouGov. As my team’s operational lead, I managed our external relationship with these vendors, represented the function in contract discussions, designed vendor management agendas, and led implementation and education efforts as new capabilities became available.
Measurement Tracking
Publisher-side advertising measurement is ultimately a captive, consultative service—which means that while Analysts focus on managing and delivering excellent work, the business needs to predict and recognize its costs. When I first joined Twitter, measurement accounting was extremely tedious and took Analysts’ time away from their projects; as my team’s Operations lead, I restructured how we used our tracking tools globally. With my improvements, our project management software was transformed from a tedious administrative task into a helpful project management system that enabled direct vendor communication and easy aggregation of study information—all while providing a simplified, on-demand view for our internal accounting partners.
