Case Study: Scaling Spacer’s Consumer Marketplace for Sustainable Growth

Summary

As Chief Growth Officer, I lead product, marketing, customer experience, and commercial strategy for Spacer’s consumer division, the company’s largest business unit operating across North America and Australia. Over the past two years, I’ve transformed the business into a more scalable, efficient, and customer-focused marketplace, driving double-digit revenue and EBITDA growth while strengthening cross-functional alignment.

Challenge

Spacer was struggling to regain growth after COVID. While bookings had started to recover, the business was still operating with a startup mindset and lacked the structure needed to scale efficiently. Acquisition was strong but expensive, margins were narrowing, and cross-functional teams were working in silos. The company needed a shift toward sustainable growth, disciplined operations, and stronger alignment between product, marketing, and commercial strategy.

Approach

I led a cross-functional transformation focused on five key levers:1. Growth Strategy and Revenue Operations
I took full P&L ownership of the consumer business, restructured reporting lines for clearer accountability, and introduced pricing and margin strategies that unlocked new revenue streams. My team launched initiatives like Spacer Shield, a protection add-on that generated recurring revenue, and introduced balanced host and parker fees that improved unit economics and recurring profitability.2. Go-to-Market and Product Marketing
We launched a flexible hybrid parking product to meet post-COVID hybrid work demand, expanding our addressable market by 50%. I partnered with Product and Design to refine the booking experience, which increased conversion rates across high-intent users and improved customer satisfaction.3. Demand Generation and Acquisition
I rebuilt the growth engine by bringing SEO and paid performance in house. This reduced agency costs, improved ROAS, and created a unified view of acquisition across channels. We added lifecycle marketing, local targeting, and ICP-based segmentation, which increased bookings 43% year over year and lowered CAC by 21%.4. Brand, Content, and Communications
I directed new creative and PR campaigns that elevated brand perception, improved ratings and reviews, and generated 4.2 billion media impressions. These efforts strengthened Spacer’s reputation as a trusted marketplace for both parkers and hosts.5. Organizational Leadership and Team Alignment
I serve on Spacer’s global executive team, aligning Product, Growth, and Operations around shared goals. I have scaled a 20-person team across three continents, introduced structured reporting rhythms, and improved visibility and collaboration across markets.

Impact

A CHERRY CAPITAL PORTFOLIO COMPANY

Case Study: Repositioning and Scaling Superior Tech for Acquisition

Summary

As Senior Director of Marketing at Superior Tech, an industrial DTC and B2B brand within Cherry Capital’s portfolio, I led the repositioning and growth strategy that transformed the company’s commercial performance and prepared it for a successful acquisition. Through brand modernization, channel expansion, and pricing optimization, we achieved record revenue and improved profitability across all sales segments.

Challenge

Superior Tech had strong products but lacked a clear identity in the market. Sales channels were fragmented, pricing was inconsistent, and marketing relied on trade shows with limited digital presence. The business needed a unified strategy that modernized its brand, improved profitability, and created predictable growth ahead of an anticipated sale.

Approach

I led a full commercial transformation centered on four key levers:1. Channel Expansion and Go-to-Market Strategy
Expanded and optimized e-commerce and marketplace channels by growing Amazon revenue 6.8× and Shopify sales 3.2× year over year. Built new GTM frameworks for each channel to ensure brand consistency and profitability.2. Brand and Product Repositioning
Relaunched the DTC product line with updated messaging, pricing, and creative direction that better reflected customer needs. This improved customer trust, doubled direct-to-consumer revenue, and reduced CAC payback period.3. Demand Generation and B2B Alignment
Revamped email marketing, trade show follow-up, and targeted digital campaigns to support both B2C and B2B pipelines. Partnered with sales to co-create campaigns that drove $2.8 million in B2B revenue and reduced Amazon ad ACOS by 67%.4. Operational Alignment and Growth Readiness
Introduced structured campaign planning and forecasting, aligning marketing and sales operations. This improved predictability, accountability, and performance visibility across teams leading up to acquisition.

Impact

A CHERRY CAPITAL PORTFOLIO COMPANY

Case Study: Shipping a Repeatable GTM Framework at VS Networks

Summary

VS Networks, an in-store display and kiosk company, wanted to accelerate growth ahead of acquisition. I built and launched a scalable go-to-market framework that unified marketing and sales, enabled rapid vertical expansion, and transformed marketing into a core revenue driver. The system generated 42% of total ARR in its first year, contributing to a 2.5x increase in company revenue and successful exit.

Challenge

VS Networks had grown steadily through outbound sales but lacked a consistent marketing foundation. Campaigns were one-off and difficult to scale, and the company had no unified process for messaging, targeting, or measurement. My challenge was to design a system that could drive $1M in new ARR and open new verticals without increasing headcount or spend, positioning the company for acquisition.

Approach

As the company’s first marketing hire, I built a repeatable go-to-market framework that transformed marketing from a support function into a measurable growth engine.1. Mapped our market and messaging systematically.
I developed a product marketing map organized at three levels: broad, vertical, and logo specific. This structure allowed campaigns to scale quickly without starting from scratch.2. Connected marketing and sales through shared infrastructure.
I implemented HubSpot and Salesloft to align workflows, automate outreach, and attribute revenue accurately.3. Created modular campaign kits.
I launched reusable landing page templates, email sequences, sales playbooks, and collateral libraries that could be customized and deployed without design or development support.4. Accelerated selling through self-service tools.
I introduced interactive demos and self-service purchasing for smaller transactions, allowing the sales team to focus on enterprise opportunities.**

Impact

A CHERRY CAPITAL PORTFOLIO COMPANY

Case Study: Building the Marketing Engine at VS Networks

Summary

As Director of Marketing at VS Networks, I was hired as the company’s first marketing leader to establish the function, accelerate growth, and prepare the business for acquisition. I built the marketing engine from the ground up, developing positioning, demand generation, and go-to-market processes that drove measurable revenue growth and long-term scalability.

Challenge

VS Networks had a strong product and loyal customer base but no formal marketing infrastructure. Growth relied almost entirely on outbound sales, trade shows, and word of mouth. The company lacked segmentation, messaging, and analytics to guide investment or prove ROI. My mandate was to create a data-driven marketing function that could generate pipeline predictably, improve sales efficiency, and increase company valuation ahead of acquisition.

Approach

I built and scaled the marketing organization from zero around four key pillars:1. Foundation and Measurement
Established VS Networks’ first marketing systems, KPIs, and reporting framework to track lead generation, campaign ROI, and channel performance. This provided visibility into what was driving revenue and informed budget allocation.2. Go-to-Market and Positioning
Developed customer segmentation and value propositions for key accounts, including Ace Hardware. Refined messaging and vertical positioning to differentiate VS Networks in a crowded SMB retail market, increasing average order value by 18%.3. Demand Generation and Campaigns
Launched targeted digital and email campaigns that generated $30 K in new monthly recurring revenue. Created a rapid-deploy GTM process enabling entry into new verticals within two weeks and a trade-show playbook that improved conversion rates to 97%.4. Organizational Leadership and Alignment
Built a small, high-performing marketing team and integrated sales and marketing workflows to improve lead follow-up and accountability. Partnered with executives on acquisition preparation, ensuring consistent growth metrics and retention through transition.

Impact

Case Study: Turning @properties into a Digital Marketing Powerhouse

Summary

As Digital Marketing Manager at @properties, I spearheaded the company’s transition from traditional marketing to a fully integrated digital engine. Facing growing competition from real estate aggregators like Zillow and Realtor.com, I helped transform the brokerage into one of the most technologically advanced and digitally visible firms in the U.S.

Challenge

@properties was losing high-intent leads to national real estate aggregators that dominated online search and advertising. The company needed to modernize its web presence, strengthen its SEO and social channels, and create tools that empowered agents to market themselves effectively within the @properties ecosystem.

Approach

I led the development and execution of a multi-channel digital strategy focused on four key priorities:1. Website Redesign and Performance Optimization
Partnered with engineering to overhaul the website UX, improving conversion rates by 40% and winning Best Overall Website and Best Interactivity awards from LeadingRE.2. SEO and Content Infrastructure
Built an SEO-forward content system with dynamic landing pages that increased organic conversions by 47% and captured traffic previously going to national aggregators.3. Social Media and Video Expansion
Developed a scalable social strategy and in-house video production team, producing 240+ agent videos during launch year and increasing social media leads by 2.5x.4. Agent Enablement and Marketing Technology
Launched a self-serve ad platform that allowed agents to create digital campaigns using corporate creative assets, reducing company spend while expanding reach.

Impact

Case Study: Driving Early-Stage Growth at Carvana

Summary

As one of Carvana’s first marketing hires during its launch year, I helped establish the company’s digital foundation and played a key role in scaling revenue 8× in year two. I focused on building acquisition infrastructure, optimizing paid and organic performance, and shaping the brand’s early digital identity as it expanded nationally.

Challenge

Carvana entered the automotive retail market with a disruptive idea: enabling customers to buy cars entirely online. During launch year, the company needed to validate this model, generate demand without a physical presence, and prove it could scale efficiently against established national brands with much larger budgets.

Approach

I helped design and execute Carvana’s early digital marketing strategy focused on three key areas:1. Performance Marketing and Budget Optimization
Managed a multimillion-dollar ad budget and reduced customer acquisition cost (CAC) by 14% through data-driven targeting, A/B testing, and creative optimization across channels.2. Organic Growth and SEO Infrastructure
Partnered with product and engineering to restructure site content and listings, which doubled organic traffic and improved visibility for high-intent car searches.3. Brand and Audience Growth
Built Carvana’s early digital and social presence, supporting the company’s first national campaigns and driving rapid brand awareness ahead of market expansion.

Impact

Automated Customer Meeting Prep Briefs

Turned fragmented data into actionable context before every callReplaced inconsistent, manual pre-call research with a system that aggregates product usage, CRM, billing, and engagement data into a single, actionable brief.Reps enter every conversation with a clear understanding of customer behavior, priorities, and risk.

How it Works

Key Design Decisions

Unifying fragmented data into one view
Eliminates manual prep across multiple systems by consolidating information into a single brief.Prioritizing signal over raw data
Focuses on meaningful engagement patterns rather than overwhelming users with metrics.Designing for immediacy and adoption
Delivered proactively in workflow (Slack), ensuring consistent use across the team.Combining product and business context
Aligns usage data with contract and billing information to guide conversation priorities.

Result

Reduced prep time to under 5 minutes while significantly improving the quality and relevance of customer conversations.Enabled more targeted activation and engagement strategies, contributing to a ~20% reduction in monthly churn.

Structured Email Generation

Turned marketing from writing into a systemReplaced inconsistent, manually written marketing emails with a structured system that generates on-brand, high-performing drafts from a small set of strategic inputs.Instead of starting from scratch, the team defines strategy and the system handles execution within clear constraints.

How it Works

Key Design Decisions

Separating strategy from generation
Inputs determine purpose and direction, while the system handles execution.Constraining output to avoid generic AI content
Predefined structure and rules ensure consistency and quality across all emails.Encoding brand voice into the system
Removes reliance on individual interpretation and maintains consistency across the team.Keeping a human-in-the-loop
Balances speed with judgment and quality control.

Result

Standardized how emails are created across the team, improving consistency and reducing drafting time.Increased performance, with CTR doubling as emails became more targeted and aligned to audience intent.