Lifecycle & growth marketer applying for the Growth Marketing Lead role. I help B2B field-service teams turn trial sign-ups into activated, paying accounts.
Cover letter
Northwind's work on field-service software stands out because it solves a genuinely operational problem — coordinating work that happens outside the office, where most tools fall apart. I'm drawn to the Growth Marketing Lead role specifically because activation and onboarding are the parts of B2B products I've spent the last six years inside, and field-service is a category where getting a crew live in week one is the whole ballgame.
At Cohort Labs I owned trial-to-paid for a scheduling platform and moved activation from 31% to 44% in three quarters. The work was equal parts funnel analysis, lifecycle email, customer interviews, and close collaboration with product and sales — the same blend Northwind's job description asks for.
In the first 30 days I'd map your current onboarding funnel end-to-end, find the two or three steps where new crews stall, and ship a measurable activation experiment against the biggest one — rather than redesigning everything at once.
Tailored for this role
Specific to the Growth Marketing Lead posting and what I could read from your product, pricing, and customer stories.
Instrument the path from sign-up to first scheduled job, then rank the stalls — usually crew invites, calendar import, or the first dispatch.
Behaviour-triggered sequences that get an admin to invite their crew and book the first job in week one, not week four.
Lightweight case studies and ROI one-pagers from your existing happy accounts, so the sales team stops rebuilding decks from scratch.
Rewrite the activation moments and pricing page around the job-to-be-done, then A/B test against the current flow.
Relevant experience
The two roles closest to what Northwind is hiring for. Full history is in the resume.
Selected proof
Metrics from shipped work, chosen because they map to what this role is measured on.
31% → 44% on a B2B scheduling product through onboarding email and in-app guidance.
From a single lifecycle program in its first year — welcome, setup nudges, and win-back.
Rebuilt the first-run experience around the first booked job for field crews.
Resume details
Lifecycle & growth
Tools
University of Washington · 2015
Retention + Engagement and Activation programs · 2021
Marketing Associate, Brightpath (2016–2019). Full history available on request or in the downloadable resume.
Seattle, WA · open to remote and hybrid · authorized to work in the US.
I made this page just for the Northwind application. Email is the fastest way to reach me — or grab the resume as a PDF.