Andrea led growth marketing at startup Bitsbox, a DTC subscription box service helping kids learn how to code. She managed a 7-figure budget and had an immediate impact in reducing CAC by 23% (a decrease of roughly $30) in her first 90 days. To achieve these results she dug deep into FB, rapidly testing new creative while simultaneously optimizing conversion rate on the website through A/B testing. By combining a two-step process into a single page, Andrea was able to increase the conversion rate of the new customer funnel by 48%. In addition to paid social, she oversaw SEM, influencer, affiliate and led an expansion into new channels including podcast and direct mail.

At Cricut, makers of cutting machines for crafters, I led a research initiative to determine what holidays or special occasions could be leveraged to drive users to make more projects on our platform. This consumer research produced new insights around the frequency and types of projects users were making to mark the birthdays of friends and family members. Using this data I led a cross-functional initiative to build out the birthday experience within Cricut Design Space drawing in the content, product, creative and marketing teams. As a result we were able to increase the number of people who reported that our software was their first destination when in search of birthday project inspiration, moving the needle by 8% in our first 6 months, pacing ahead of the annual goal. By combining deep customer insights with targeted content strategy and cross-functional alignment, we were able to drive meaningful progress toward a key brand engagement metric — and strengthen Cricut’s position as a go-to creative platform for life’s big (and small) moments.