Shelf.io, Seniorr Director of Growth Marketing 

I’m currently leading the growing marketing team at Shelf.io. I am a conversation focused marketing leader that looks at the whole funnel, everything from media buying to creative execution, audience expansion and engagement to customer retention. I focus on strategy and roll my sleeves up to help with execution. A big part of what I do is tracking. Looking at overall analytics tied to marketing generated revenue and retention. ‍

About Shelf.io ‍

Our mission at Shelf is to enable all employees to instantly know more. Shelf is a highly awarded, innovative knowledge automation platform that revolutionizes how organizations curate and distribute company knowledge. Shelf helps organizations move from their difficult to use, legacy knowledge base to knowledge automation. With Shelf MerlinAI, your back office employees, front-line customer service staff, and website visitors can instantly access answers to questions.

How big is it?

Shelf.io is a start-up, we’ve recently received its series B funding. Our Marketing team is made up of 7 uber talented full stack marketers. Each had a focus and specialized in a key area.

Where are your teammates located?‍

Our marketing team is located all over the world. We have teammates in the US; Philadelphia PA, Raleigh & Charlotte NC, and Washington DC as well as Ukrainian in Lviv. ‍

What does your team do? What are you responsible for?‍

Everything from brand to demand! Growth marketing is all about the whole funnel – end to end. 

• Identifying demand – We’re defining segmentation, creating messaging, content and experiences that engage and convert. 
• Driving inbound revenue for Shelf.io – Identify high converting marketing channels, solutions, and ideas that will efficiently drive new prospects in our ICP to become customers.‍

Customer centric – Implementing customer advocacy programs

• Celebrating success and growth. Taking the time in meetings to recap what's working and what's not. 
• Openly acknowledge and verbalize the awesome work that went into successes along the way.
• Start or end 1:1’s saying thank you. Keep notes when someone’s work had a big impact or when you know they've put a lot of time into a project.
• Build a culture of cheerleaders. Encourage the entire team to point out success and say thank you to their teammates.
• Encourage the team to think big, start with the why and test/experiment. Give people the time they need to plan, then when it comes to execution there are less surprises and stress. 

Don’t be afraid to ask them that question. I also like to have personal and professional 1:1 check-ins with my team. We both share what's going on in our lives and talk about the bigger picture of their careers.

There have been times, especially in the past two years, when I just had enough of the negative news cycles and needed to disconnect from it. But when you're managing a global remote team, I feel like you need to stay connected with what's going on in the communities your team lives and works in. For me it's a big part of practicing empathy.

Good spacing between Zoom "happy hours" is key. I also like building team profiles with personality trait tests. This can give some great insights into how to work best together.

Mafia is one of my favorite Zoom games.

I like the question, What's your current go-to Netflix and Cill TV show or movie?

Asana helps with reducing emails, Miro for virtual collaboration meetings. Slack GIFs.

Most things Simon Sinek, The PMA, growth mindset resources, I am a huge fan of deloitte research.