thatnicole

[thatnicole]

Triplebyte

Backed by Y Combinator and successfully acquired by HR Tech Unicorn, Karat, in 2022, Triplebyte is a technical assessments-based hiring platform for software engineers.

Starting as a Senior PMM (and promoted to Director of Marketing), I led the launch of Triplebyte’s AI Sourcing Product, which we branded Triplebyte Magnet.

Challenge:

Facilitate a pivot to a monthly subscription product with a self-service sign-up and product-led growth strategy to drive revenue and retention.

Key activities:

Partnering with the sales, business development, product, and engineering teams

Defining the brand, positioning, and messaging strategy

Developing a new case study library and sales enablement materials including sales scripts, outbound email sequences, product overviews, etc.

Developing a new website built on Webflow, including writing 15+ pages of new copy, guiding the UX strategy, and overseeing design and development to improve the performance of Triplebyte.com

Results:

Achieved #1 Product of the Day on Product Hunt

Doubled sales win rate

Accelerated in-product time to value by 10x

Doubled website conversion rate

[thatnicole]

Refrosh

To make a dent in the loneliness epidemic, I started Refrosh as a solo founder to help people make new friends IRL.

Challenge:

Stand out in the competitive consumer space and generate revenue from day one with a negligible budget.

Key activities:

Creating a brand from scratch

Developing an MVP with Wix, Hubspot, and a couple of other SaaS tools

Developing partnerships with local event venues and consumer brands

Creating a native mobile app prototype

Results:

Going from 0-1 within a couple of weeks

Growing to a few hundred paying customers

Generating a couple thousand in revenue

Winning a $10k pitch competition

[thatnicole]

amazee.io

amazee.io is an open-source enterprise-grade web hosting provider. I joined as their first dedicated marketer, soon also taking over business development and sales.

Challenge:

Position amazee.io as a trusted leader in the competitive cloud hosting space, as a bootstrapped startup with limited budgets and resources. Develop a go-to-market strategy, brand, positioning, and marketing & sales assets to convert leads and trials into paying customers.

Key activities:

Conducting customer interviews

Developing case studies, positioning, a messaging strategy, and brand platform

Creating a robust website from scratch

Setting up Hubspot for marketing automation and sales activity tracking

Introducing new product features

Leading partnership collaborations

Spinning up an integrated demand generation program

Results:

6x increase in non-blog web content

10x increase in sessions and page views

3x increase in sales-qualified leads

3x growth in marketing database 

3x increase in average deal size 

3x increase in revenue

[thatnicole]

Joey Ro

I founded Joey Ro as a premium line of mix-and-match accessories for dogs and their owners (while working a full-time job).

Challenge:

Develop a brand and a line of physical products from scratch, as a solo founder.

Key activities:

Worked with dozens of vendors domestically and in China to develop and iterate on product samples

Developed a complete line of high-end collars, leashes, bow ties, bandanas, and coordinating accessories for people including headbands, scarves, bow ties, keychains, and Apple watchbands 

Launched a crowdfunding campaign on Indiegogo

Organized a fully sponsored launch party

Results:

Finalist in Austin Fast Start pitch competition at Google

Featured in Austin Woman Magazine

Generated $3k in presales on IndieGogo

[thatnicole]

Flex

Formerly known as Flextronics, I joined the company to lead the digital rebrand to Flex. Flex is a Fortune 500 product design and contract manufacturing conglomerate with over 200k employees worldwide who support nearly every major brand (Apple, Nike, Google, to name a few) across 12 different verticles from consumer electronics to automotive.

Challenge:

Create a splash announcing the new brand, drive sales leads and conversions, improve the content management system to support faster content creation, and support a user-centric digital experience on a very tight timeline.

Key activities:

Sourced and managed a development agency and content agency, in addition to coordinating activities with a brand design and video agency

Liaised with sales, marketing, and legal stakeholders across each business unit to identify their requirements

Directed, oversaw, and edited each page of content across the website

Results:

7x faster sales lead intake

4x increase in sales lead quality

40% reduction in website bounce rates

2x increase in website page views and sessions

5x increase in content production speed

90% hosting cost reduction

[thatnicole]

The Advertising Club of New York

As a web producer at Digital Pulp, I led the website redesign of The Advertising Club of New York, one of the most influential organizations in the advertising industry.

Challenge:

Modernize the look and feel of theadvertisingclub.org, and refresh the content and user journeys to add value to current and prospective members.

Key activities:

Requirements definition

Strategic planning

Information architecture

Design oversight

Results:

50% increase in time spent on the website

60% increase in new member signups

50% increase in event registrations