I connect acquisition, customer experience, and measurement, then bring the people and execution together to make growth happen.
As VP of Growth at Xivic, I lead across paid media, SEO, conversion optimization, analytics, UX, and development. Here’s what I’d bring to Thrive’s next chapter.
Why I’m a fitYour brief calls for a strategist and an operator. My role brings those two responsibilities together every day.
I lead paid search and social alongside conversion optimization and UX. That means looking beyond channel performance to the landing page, the friction, and the quality of the outcome.
For Thrive: a connected view of the journey from first click to membership.
My work connects media spend and conversion data with downstream business outcomes. I use reporting to identify where to investigate, where to test, and where to change investment.
For Thrive: acquisition decisions grounded in member quality and economics.
I work across account and project management, specialist vendors, UX, development, and analytics. Translating a growth problem into a clear brief and reviewing the execution are part of my job.
For Thrive: shared priorities across Acquisition, Creative, Product, and Tech.
My e-commerce conversion optimization work for goop at Xivic connected customer behavior, measurement, and experimentation to uncover what was holding back purchases.
goop was attracting traffic from paid search, social, and organic channels, but a low product-page add-to-cart rate pointed to conversion friction. Incomplete tracking and limited internal resources made it harder to know where to act.
We assessed existing tracking, identified missing behavioral data, and combined Google Analytics and Amplitude insights to address gaps in the customer journey.
We segmented purchase journeys by device and compared successful mobile conversions with drop-offs. Funnel analysis identified product pages as the largest drop-off point, followed by opportunities on category and cart pages.
Qualitative and quantitative analysis surfaced 13 priority opportunities. We translated them into actionable improvements and A/B tests, prioritizing quick wins that required limited development resources.
Relevant wellness e-commerce experience and a practical method for connecting acquisition traffic to the experience that converts it. I’d bring that same analytical discipline to Thrive’s member acquisition journey.
Google Analytics · Amplitude · VWO · Optimizely · Hotjar · Clarity
I’ve almost signed up for Thrive multiple times. The step that made me hesitate: having to move through onboarding before I could really shop. That experience gives me a specific question to investigate: how much value do prospective members need to see before they’re ready to commit?
These are initial test hypotheses based on my experience as a prospective member. I’d validate them against Thrive’s current journey, existing experiments, and member economics.
Test a browsable selection of products, brands, and member prices before the membership gate. Give shoppers a way to see whether Thrive fits their actual grocery list.
Measure: Visitor-to-paid-member conversion and first-order completion; monitor acquisition cost and order margin.
Test a shorter path with optional or deferred preference questions. Compare it with the existing flow to understand where personalization helps and where it creates friction, especially on mobile.
Measure: Step-level abandonment, paid membership conversion, and time to first order.
Test the limited-time offer’s framing and placement against a clear explanation of ongoing membership value. Then compare incentive types, such as a first-order discount or gift, with transparent terms and genuine deadlines.
Measure: Cost per activated member, incentive-adjusted margin, and early cancellation.
Test landing pages aligned with the reason someone clicked: saving on everyday staples, finding products for dietary needs, or making family shopping easier. Carry the same promise through to onboarding.
Measure: Paid member conversion and acquisition cost by audience, creative, and landing page.
Test remarketing for people who started but did not finish joining. Compare messages about product selection, membership value, and how it works, with a direct path back to the next step.
Measure: Incremental paid memberships against a holdout, acquisition cost, and first orders.
Test a guided first basket or relevant product recommendations after signup. Evaluate acquisition cohorts through the first and repeat order so a stronger signup rate translates into lasting member value.
Measure: First-order rate, time to purchase, repeat ordering, and contribution by cohort.
Map abandonment by step, device, and acquisition source. Prioritize the shopping preview and shorter onboarding tests based on reach, effort, and expected impact, then test the offer separately to isolate what changes behavior.
The goal: More members who place an order and keep shopping, with acquisition cost and contribution margin evaluated together.
Thrive makes healthier, more sustainable choices easier to access. I’m drawn to the opportunity to apply my breadth to one member journey, one team, and a business with a clear purpose.
HOW I’D APPROACH THE FIRST 90 DAYS
Partner with the team to map the acquisition funnel, channel economics, member cohorts, measurement gaps, and existing experiments.
Prioritize the membership gate, onboarding, and offer hypotheses alongside creative and landing-page tests. Agree on success measures, owners, and decisions each test should inform.
Use early results to refine investment and forecasting. Establish a review rhythm that helps the team act quickly and share what it learns.
An initial approach, shaped by what I learn from Thrive’s team and data.
I’d welcome a conversation about building Thrive’s next stage of member growth.