Selected work
Different businesses. Decisions that shape what comes next.
My work spans bringing businesses to market, commercializing emerging technology, and helping established organizations rethink their products and commercial approach.
These examples bring together work from executive leadership, business strategy, and hands-on support for founders. They show the situations I’ve worked through, the responsibilities I’ve held, and the progress I helped create.
Established technology company | Product and commercial strategy | Ongoing
Simplifying a complex product portfolio and shaping its next market offering
Situation
An established technology company had accumulated a large number of SKUs over roughly a decade. The offering had become difficult for sellers to explain and buyers to understand, while the platform experience felt disconnected.
The opportunity is to simplify the commercial offer while helping shape a more coherent product direction for a broader, more competitive market.
My contribution
I lead the coordination of product leads and help drive the product direction behind this initiative. Pricing and packaging are part of a larger effort to connect the platform, strengthen its positioning, and make its value easier to understand and bring to market.
I work with executive leadership and stakeholders across the business to evaluate the implications of proposed changes and ensure the teams responsible for delivering them are aligned.
Current work
- Simplifying the SKU structure and developing clearer packaging.
- Advancing a shared product vision across product leads.
- Reworking positioning and pricing alongside the evolving product.
- Evaluating AI consumption and token-based measures in relation to customer-understandable usage, reporting, and outcomes.
- Working through operational requirements and dependencies with internal stakeholders.
- Developing internal and external go-to-market strategy.
- Preparing the rationale, messaging, and enablement that help commercial teams understand what is changing, why it matters, and how to sell it.
- Building the supporting marketing strategy and ecosystem alongside leadership.
Status
This work is ongoing. The current focus is developing the product and commercial approach, aligning stakeholders, and preparing the organization to bring the updated offering to market as the product evolves.
Dirty Wheel Tahoe | North Lake Tahoe | Business launch and growth strategy
Bringing an electric dirt bike adventure business to market
Situation
Dirty Wheel Tahoe is a dirt bike and adventure tour business in North Lake Tahoe. Its founder needed help defining the offer, explaining its value, developing a marketing strategy, creating content, and building relationships with local businesses.
In a market with other dirt bike businesses, the opportunity was to establish a distinctive position around electric dirt bike adventures.
My contribution
I helped develop the business’s market differentiator and turn it into a practical go-to-market strategy. The work extended into implementation, including marketing and content planning, social presence, and local partnership development.
I also supported the search for potential investors.
What I helped build
- Positioning centered on electric dirt bike adventures.
- Messaging explaining the experience and its differentiation.
- Go-to-market strategy and implementation.
- Marketing and content strategy.
- YouTube and Instagram presence.
- Local business partnership outreach.
- Support identifying potential investors.
Client-reported progress
The owner reported four times as many bookings in 2026 as in 2025, with only part of the plan implemented.
“Elizabeth reshaped how I thought about my business and the opportunities to expand it. She created a thorough marketing and content strategy and helped me start building our YouTube and Instagram presence, opening up opportunities to build awareness that I hadn’t recognized before. We’ve had four times as many bookings this year as last year and we’ve only implemented half the plan so far. I’m excited to see what next year brings.”
Rally | Early-stage ecommerce platform | Director of Marketing, August 2022–October 2023
Building the positioning and go-to-market foundation for an early-stage platform
Situation
Rally needed a clear market position, defined customer segments, and a coordinated approach to bringing its platform to market.
My contribution
As Director of Marketing, I led go-to-market strategy, positioning, and audience definition. I translated product capabilities into customer-facing narratives and worked with leadership to align the brand, product direction, and market strategy.
What I led
- Definition of ideal customer profiles and priority use cases.
- Positioning and market-facing messaging.
- Demand-generation campaigns and early pipeline development.
- Coordination across marketing, product, and external partners.
- Direction of agencies and contractors.
- PR and thought leadership supporting awareness and credibility.
Result
Inbound leads increased by 150% in the first six months.
This example reflects the work and results during my tenure.
Additional example · Acquire App | Head of Business Strategy, January–July 2022
Establishing an early go-to-market strategy
As Acquire App’s first marketing and strategy hire, I led go-to-market strategy, product positioning, and early growth initiatives.
I partnered directly with the CEO and CTO to align the company narrative, product direction, and customer targeting. The work included launch positioning, customer insight, acquisition channels, and performance tracking.
The early go-to-market strategy and customer targeting generated more than $500K in pipeline during my tenure.
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