Top Talent like Caroline are on Pangea

Pangea, a YC company, connects companies with fractional talent. Fractional hiring allows companies to move faster and work with more specialized talent, while giving talent more flexibility and independence. If you are talent open to fractional work, apply here. If you’re a company looking for high-quality fractional talent, learn more here.

Caroline Alessi

Growth Marketing Manager
Foster City, CA, US
Creative Strategy
Data Analysis
Business Strategy
Brand Strategy
Digital Strategy
Digital Marketing
Available for hire fromNegotiable
Contracts
Experienced Marketing Professional with Strong Business Acumen
With a BA from Boston College, this professional has a strong background in English and Business. They have held various marketing roles, including Director of Marketing at Mercari US and VP/Head of Marketing, Brand & Growth at Cocofloss. Their experience also includes roles at KiwiCo, Inc., Stella & Dot Family of Brands, and Hearts On Fire, where they honed their skills in digital strategy, brand management, and acquisition. They have also worked as a Client Associate at Merrill Lynch, gaining experience in analyzing market trends and advising clients on wealth management strategies. Currently, they serve as the Principal at High Plains Consulting LLC., where they bring their expertise to the forefront. Their career trajectory showcases a strong foundation in marketing and business strategy, making them a valuable asset in any professional setting.

Projects

Building an integrated, personalized promotion engine to consistently drive growth!

Challenge: Activate 2 sides of a marketplace to drive supply & demand & incentivize repeat purchases. Pain points: -Low customer engagement -Limited supply in categories where buyer demand was high -Lack of personalization -Need to drive a promotion with positive ROI and drive repeat purchases Build a promotional engine that hit both sides of the marketplace at once. Segmented the users to approach the incentive in a personalized manner. We used advanced tech to create a series of campaigns (omnichannel) that incentivized listings by offering discounted fees and credit towards future purchases. At the same time, we encouraged buyers to make purchases with ML recommendations engines, effectively achieving engagement and conversion throughout all segments. Achieved positive ROI of 184% and overall sales increase of 8.5%. Tripled AOV. Improved first sale of new listers. Enticed repeat purchases for new users, getting from 0 to 3 in one month.See More

Luxury Diffusion Brand GTM and Launch

What: Jewelry company looking to penetrate a new luxury market. Launch new sub-brand for the company - -Develop product positioning -Market research -Customer personas and profiles -Opportunities for cross-sell and up-sell -Pricing and promo -Creative direction, value props and asset creation Comprehensive GTM and marketing strategy to successfully launch a brand. Solution: Competitive research - Who are the competitors and how do they operate? Performed a SWOT analysis to identify opportunities. Developed proper assortment and creative direction for all assets through all channels Created "brand anthem" - aspirational, soulful, elegant treatment of assets Targeting - higher income, simpler aesthetic Where to find these users? Influencers, word of mouth, paid acquisition, PR and in-person launch events -Put it all together to build a launch moment and a cadence of assets and campaigns to further hone in on targets, adjust product assortment, obtain press, build a high-performing channel mix and work with tech teams to develop website and segmentation strategies. Results: 10% contribution to business 2X AOV of specific categoriesSee More

Work History

H

Principal, GTM and Marketing Strategy

High Plains Consulting LLC.1. Develop marketing strategies and actionable go-to-market (GTM) deliverables. 2. Grew CVR (Conversion Rate) by 143%, Retention by 76%, and Market Penetration by 11% for diverse clients. 3. Facilitate workshops to coach businesses on digital marketing, GTM, and omnichannel expansion. 4. Building an accelerator for early stage scale-ups in the SaaS, Brand, Retail, and Enterprise AI spaces.
M

Director of Marketing

Mercari USMay 2019 - May 2023 • 4 yrs 1 mo1. Hit 180% YoY (year-over-year) marketing sales growth by aligning data, segmentation and creative storytelling. 2. Co-owned 7-figure monthly P&L with positive ROI for five straight quarters. 3. Drove 225% lead conversion increase; 48% retention growth; 20% buyer frequency improvement; and LTV (lifetime value) growth by rebuilding CRM, content and audience mapping strategies. 4. Beat category expansion forecasts by 50% for specific verticals and products with omnichannel programs. 5. Achieved 50% increase in email open rate by implementing A/B testing with Machine Learning (ML). 6. Surpassed 15% quarterly user activation through AI (LLMs) application to targeted and triggered campaigns. 7. Proprietary MerChat AI product launch led to a 20% increase in lead nurturing efficiency. 8. Increased click-through-rate (CTR) by 60% by reshaping brand positioning with engaging, multi-channel tactics. 9. Achieved 8.5% sales increase and 184% return on ad spend (ROAS) with a personalized promotion engine. 10. Executed high-profile partnerships, including Super Bowl Ad, Shaq, Disney/Pixar and Jojo Fletcher.
C

VP/Head of Marketing, Brand & Growth

CocoflossApr 2018 - May 2019 • 1 yr 2 mos1. Scaled B2C business 220% and B2B business 80% YoY (year over year) as first marketing executive. 2. Captured 24% increased market share in 6 months by building brand awareness and omnichannel campaigns. 3. Achieved 143% CVR growth; 125% increased AOV; 42% lower CAC; 22% new visitor on-site acquisition; and 50% churn reduction. Attained through personalized, multi-channel campaigns aligned with buyer personas. 5. Expanded product portfolio through R&D, entering the global market with proprietary toothbrush and toothpaste. 6. Strategized new channels with creative agencies, launching Cocofloss’s first Amazon Store. 7. Improved awareness 35% through partnerships with Frankie’s Bikinis, Backpack Kid and iHeartRadio. 8. Drove 15% increase in content and asset quality through the development of campaign briefs.
K

Marketing Manager

KiwiCo, Inc.Oct 2017 - Mar 2018 • 6 mos1. Achieved 30% increase in brand recognition across existing and new channels. 2. Tested new channels, including Affiliate, Snapchat, Nextdoor, Outbrain, Reddit, Direct Mail and TV. Drove double-digit lift in targeted networks and dayparts through DRTV test. Oversaw the creative process. 3. Drove 210% SEM conversion increase with positive ROI. Rebuilt the funnel using keywords in customer journey. 4. Created unbranded keyword sets with product adoption intent; optimized 3 upper funnel campaigns. 5. Led product line adoption strategy through enhanced user touchpoints and cross-sell opportunities. 6. Increased landing page conversion by 10% through diversification of acquisition sources, using search engine ads (AdWords and Bing), Display, and PPC to leverage high-converting keywords. 7. Grew ad-to-site acquisition 15% by implementing first-of-its-kind multivariate testing engine. 8. Aligned creative for all channels, including ad copy, visual ads, and mobile-friendly video assets. 9. Accomplished a 25% CVR increase across the buyer’s journey through campaign theming and architecture.
S

Associate Marketing Manager

Stella & Dot Family of BrandsOct 2015 - Oct 2017 • 2 yrs 1 moPromoted twice in two years. 1. Achieved 427% increase in Paid Meta ROI, 73% new users YoY (year over year), and 113% revenue growth through audience segmentation and creative testing strategy. 2. Successfully managed $1.5M annual budget across channels: Paid Social, SEM, SEO, Affiliate, Retargeting. 3. Contributed 10% to the core business by leading GTM marketing strategy for Stella & Dot's luxury brand launch (Covet), increasing new user acquisition, cross-brand purchases, and brand positioning. 4. Drove 41% YoY growth by restructuring promotions strategy with North America and EU partners. 5. Increased organic traffic by 50% within 3 months through targeted keyword optimization and content restructuring. 6. Saw a 30% increase in CTR by A/B testing on-site and ad-to-site creative content. 7. Grew engagement by 25% through campaign management and content planning with global partners. 8. Reduced campaign time-to-market by 20% through streamlined collaboration processes.
H

Merchandise Planning & Marketing Coordinator

Hearts On FireDec 2014 - Sep 2015 • 10 mos1. Achieved a 10% improvement in campaign ROI through ongoing optimization efforts. 2. Drove a 15% increase in campaign engagement rate by refining targeting criteria based on data analysis. 3. Established key metrics to track long-term profit through analyses of sales, margin and inventory. 4. Ensured 100% alignment of cross-functional teams on campaign objectives and strategies. 5. Pioneered a new concept of in-person diamond kiosks to optimize revenue.
M

Client Associate

Merrill LynchNov 2013 - Nov 2014 • 1 yr 1 mo1. Generated new business through analysis of market trends and deal activity. 2. Advised clients on portfolio growth and wealth management solutions, preparing financial statements. 3. Used Bloomberg Terminal to pull relative strength index and fund performance.

Education

B

Boston College

BA, Honors Program, English & Business

How Pangea Works

Effortlessly discover top talent

We've distilled the candidate search from endless hours down to just a few minutes. Using Pangea's AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company's niche and your needs to find the perfect match faster than any traditional hiring platform.

Start working with talent today

The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea's fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team's capabliities flexible.

Track work and invoices in one place

Assign tasks, track progress, and complete invoices all on Pangea. We've combined every part of the hiring process into one platform to eliminate the miscommunication that's unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call
Experienced Marketing Professional with Strong Business Acumen
With a BA from Boston College, this professional has a strong background in English and Business. They have held various marketing roles, including Director of Marketing at Mercari US and VP/Head of Marketing, Brand & Growth at Cocofloss. Their experience also includes roles at KiwiCo, Inc., Stella & Dot Family of Brands, and Hearts On Fire, where they honed their skills in digital strategy, brand management, and acquisition. They have also worked as a Client Associate at Merrill Lynch, gaining experience in analyzing market trends and advising clients on wealth management strategies. Currently, they serve as the Principal at High Plains Consulting LLC., where they bring their expertise to the forefront. Their career trajectory showcases a strong foundation in marketing and business strategy, making them a valuable asset in any professional setting.

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call

Top Talent like Caroline are on Pangea

Pangea, a YC company, connects companies with fractional talent. Fractional hiring allows companies to move faster and work with more specialized talent, while giving talent more flexibility and independence. If you are talent open to fractional work, apply here. If you’re a company looking for high-quality fractional talent, learn more here.

Caroline Alessi

Growth Marketing Manager
Foster City, CA, US
Creative Strategy
Data Analysis
Business Strategy
Brand Strategy
Digital Strategy
Digital Marketing
Available for hire fromNegotiable
Contracts

Projects

Building an integrated, personalized promotion engine to consistently drive growth!

Challenge: Activate 2 sides of a marketplace to drive supply & demand & incentivize repeat purchases. Pain points: -Low customer engagement -Limited supply in categories where buyer demand was high -Lack of personalization -Need to drive a promotion with positive ROI and drive repeat purchases Build a promotional engine that hit both sides of the marketplace at once. Segmented the users to approach the incentive in a personalized manner. We used advanced tech to create a series of campaigns (omnichannel) that incentivized listings by offering discounted fees and credit towards future purchases. At the same time, we encouraged buyers to make purchases with ML recommendations engines, effectively achieving engagement and conversion throughout all segments. Achieved positive ROI of 184% and overall sales increase of 8.5%. Tripled AOV. Improved first sale of new listers. Enticed repeat purchases for new users, getting from 0 to 3 in one month.

Luxury Diffusion Brand GTM and Launch

What: Jewelry company looking to penetrate a new luxury market. Launch new sub-brand for the company - -Develop product positioning -Market research -Customer personas and profiles -Opportunities for cross-sell and up-sell -Pricing and promo -Creative direction, value props and asset creation Comprehensive GTM and marketing strategy to successfully launch a brand. Solution: Competitive research - Who are the competitors and how do they operate? Performed a SWOT analysis to identify opportunities. Developed proper assortment and creative direction for all assets through all channels Created "brand anthem" - aspirational, soulful, elegant treatment of assets Targeting - higher income, simpler aesthetic Where to find these users? Influencers, word of mouth, paid acquisition, PR and in-person launch events -Put it all together to build a launch moment and a cadence of assets and campaigns to further hone in on targets, adjust product assortment, obtain press, build a high-performing channel mix and work with tech teams to develop website and segmentation strategies. Results: 10% contribution to business 2X AOV of specific categories

Work History

H

Principal, GTM and Marketing Strategy

High Plains Consulting LLC.1. Develop marketing strategies and actionable go-to-market (GTM) deliverables. 2. Grew CVR (Conversion Rate) by 143%, Retention by 76%, and Market Penetration by 11% for diverse clients. 3. Facilitate workshops to coach businesses on digital marketing, GTM, and omnichannel expansion. 4. Building an accelerator for early stage scale-ups in the SaaS, Brand, Retail, and Enterprise AI spaces.
M

Director of Marketing

Mercari USMay 2019 - May 2023 • 4 yrs 1 mo1. Hit 180% YoY (year-over-year) marketing sales growth by aligning data, segmentation and creative storytelling. 2. Co-owned 7-figure monthly P&L with positive ROI for five straight quarters. 3. Drove 225% lead conversion increase; 48% retention growth; 20% buyer frequency improvement; and LTV (lifetime value) growth by rebuilding CRM, content and audience mapping strategies. 4. Beat category expansion forecasts by 50% for specific verticals and products with omnichannel programs. 5. Achieved 50% increase in email open rate by implementing A/B testing with Machine Learning (ML). 6. Surpassed 15% quarterly user activation through AI (LLMs) application to targeted and triggered campaigns. 7. Proprietary MerChat AI product launch led to a 20% increase in lead nurturing efficiency. 8. Increased click-through-rate (CTR) by 60% by reshaping brand positioning with engaging, multi-channel tactics. 9. Achieved 8.5% sales increase and 184% return on ad spend (ROAS) with a personalized promotion engine. 10. Executed high-profile partnerships, including Super Bowl Ad, Shaq, Disney/Pixar and Jojo Fletcher.
C

VP/Head of Marketing, Brand & Growth

CocoflossApr 2018 - May 2019 • 1 yr 2 mos1. Scaled B2C business 220% and B2B business 80% YoY (year over year) as first marketing executive. 2. Captured 24% increased market share in 6 months by building brand awareness and omnichannel campaigns. 3. Achieved 143% CVR growth; 125% increased AOV; 42% lower CAC; 22% new visitor on-site acquisition; and 50% churn reduction. Attained through personalized, multi-channel campaigns aligned with buyer personas. 5. Expanded product portfolio through R&D, entering the global market with proprietary toothbrush and toothpaste. 6. Strategized new channels with creative agencies, launching Cocofloss’s first Amazon Store. 7. Improved awareness 35% through partnerships with Frankie’s Bikinis, Backpack Kid and iHeartRadio. 8. Drove 15% increase in content and asset quality through the development of campaign briefs.
K

Marketing Manager

KiwiCo, Inc.Oct 2017 - Mar 2018 • 6 mos1. Achieved 30% increase in brand recognition across existing and new channels. 2. Tested new channels, including Affiliate, Snapchat, Nextdoor, Outbrain, Reddit, Direct Mail and TV. Drove double-digit lift in targeted networks and dayparts through DRTV test. Oversaw the creative process. 3. Drove 210% SEM conversion increase with positive ROI. Rebuilt the funnel using keywords in customer journey. 4. Created unbranded keyword sets with product adoption intent; optimized 3 upper funnel campaigns. 5. Led product line adoption strategy through enhanced user touchpoints and cross-sell opportunities. 6. Increased landing page conversion by 10% through diversification of acquisition sources, using search engine ads (AdWords and Bing), Display, and PPC to leverage high-converting keywords. 7. Grew ad-to-site acquisition 15% by implementing first-of-its-kind multivariate testing engine. 8. Aligned creative for all channels, including ad copy, visual ads, and mobile-friendly video assets. 9. Accomplished a 25% CVR increase across the buyer’s journey through campaign theming and architecture.
S

Associate Marketing Manager

Stella & Dot Family of BrandsOct 2015 - Oct 2017 • 2 yrs 1 moPromoted twice in two years. 1. Achieved 427% increase in Paid Meta ROI, 73% new users YoY (year over year), and 113% revenue growth through audience segmentation and creative testing strategy. 2. Successfully managed $1.5M annual budget across channels: Paid Social, SEM, SEO, Affiliate, Retargeting. 3. Contributed 10% to the core business by leading GTM marketing strategy for Stella & Dot's luxury brand launch (Covet), increasing new user acquisition, cross-brand purchases, and brand positioning. 4. Drove 41% YoY growth by restructuring promotions strategy with North America and EU partners. 5. Increased organic traffic by 50% within 3 months through targeted keyword optimization and content restructuring. 6. Saw a 30% increase in CTR by A/B testing on-site and ad-to-site creative content. 7. Grew engagement by 25% through campaign management and content planning with global partners. 8. Reduced campaign time-to-market by 20% through streamlined collaboration processes.
H

Merchandise Planning & Marketing Coordinator

Hearts On FireDec 2014 - Sep 2015 • 10 mos1. Achieved a 10% improvement in campaign ROI through ongoing optimization efforts. 2. Drove a 15% increase in campaign engagement rate by refining targeting criteria based on data analysis. 3. Established key metrics to track long-term profit through analyses of sales, margin and inventory. 4. Ensured 100% alignment of cross-functional teams on campaign objectives and strategies. 5. Pioneered a new concept of in-person diamond kiosks to optimize revenue.
M

Client Associate

Merrill LynchNov 2013 - Nov 2014 • 1 yr 1 mo1. Generated new business through analysis of market trends and deal activity. 2. Advised clients on portfolio growth and wealth management solutions, preparing financial statements. 3. Used Bloomberg Terminal to pull relative strength index and fund performance.

Education

B

Boston College

BA, Honors Program, English & Business

How Pangea Works

Effortlessly discover top talent

We've distilled the candidate search from endless hours down to just a few minutes. Using Pangea's AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company's niche and your needs to find the perfect match faster than any traditional hiring platform.

Start working with talent today

The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea's fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team's capabliities flexible.

Track work and invoices in one place

Assign tasks, track progress, and complete invoices all on Pangea. We've combined every part of the hiring process into one platform to eliminate the miscommunication that's unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call
Pangea empowers fractional work across the world for marketing and design roles.