Senior Product Marketing Manager @ Roofstock

Started out as a growth and marketing consultant working on a variety of projects that eventually led to a full-time role as Senior Manager of Product Marketing. In this role, led product marketing efforts and go-to-market strategies for this global B2C fintech real estate investment and financial investing platform (ranked the #1 investment marketplace) with over $5 Billion in transactions.

1st Ever Roofstock Conference

Project Background
Co-led the strategy and execution for the 1st ever investor conference, including GTM, branding, event planning for attendees and employees, all presentation content and a unique ~50-page printed 2020 Market Insights book with in-depth market analysis on 20 metro areas.

Objective
Create an all-day onsite experience at Roofstock Headquarters to humanize the brand, educate investors on best investing practices and how to use the Roofstock platform.

Success Criteria
•Sell-out conference
•10% of attendees submit offers
•C-SAT > 4.5 (Out of 5)

Outcome
•Sold out in one week
•15% of attendees placed an offer
•C-SAT was 4.7 (Out of 5)

COVID-19’s Impact on Real Estate Investing

Background
When COVID-19 caused a shutdown worldwide, most protections were for tenants instead of landlords/owners. We initially, ahead of shutdown, were creating content about impact on real estate investment. We pivoted later as noticed landlords weren’t getting relief as well.

Objectives
•Provide thought leadership (PR) by using internal data
•Debunking owners have deep pockets as most only own 1-2 rental properties and count on that income
•Raising awareness for the landlord to potentially influence policy at state and federal level

Success Criteria
•Create awareness about the issues owners face
•Influence change for owner protection

Outcome
•Mentions in CNBC, Curbed, Fool, etc.
•Governor Newsome Signed CA Tenant & Landlord Protection in August 2020

First Ever Advertising Platform

Background
Many programs were being launched throughout the Roofstock platform. The issue was they needed to get more traffic to see whether we should be investing more heavily in them.

Objective
Our primary objective was to devise a strategy to drive substantial traffic to these programs from high-traffic pages, the homepage, OR the marketplace pages, which were the second-highest trafficked pages. I chose the latter for UX reasons and because it provides more program exposure.

Success Criteria
• Ensure no negative impact via CTR to property listings 
• Increase visitor traffic to these various programs

Outcome
• Saw no negative impact to properties after launching these “ads”
• Realized 100% increase in traffic to many investment programs
• Programs that did not, were easily able to swap out to another program

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Head of Marketing @ BankVault
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