• About Me

    Product, Strategy, Design

    15 years of experience developing products and business strategies for companies of all sizes (from startups to Fortune 500s) in numerous cities (DC, Sydney, SF, LA, and Nashville)

    Ellen’s core strength and passion is analyzing business intelligence and turning data into clear recommendations for a path forward. She also has experience executing those recommendations, leading teams of engineers, analysts, designers, and thought leaders through projects and events with complicated logistics and tight timelines. Ellen has worked with major brands including Apple, Google, Cisco Systems, Disney, and TED.

    Platforms Used: Confluence, JIRA, Salesforce, Intercom, Google Docs, Google Hangouts, Zoom, Slack, Trello, Keynote, Excel, InVision, Adobe Creative Suite

  • Experience

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    Product Management Lead October 2018 - present

    Formstack is a workplace productivity solution built to transform the way people collect information and put it to work.

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    Product Manager Aug 2017 - September 2018

    Formstack is a workplace productivity solution built to transform the way people collect information and put it to work.

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    Emma, Inc.

    Senior Product Manager, Integrations July 2016 - Aug 2017

    A provider of best-in-class email marketing software and services that help organizations of all sizes get more from their marketing.


    • Represented the voice of our customers, internal stakeholders, and company partners in finding the right problems and solving them effectively and efficiently
    • Interviewed multiple customers every week to learn more about how my team can improve their Emma experience, often reviewing prototypes or demoing a beta
    • Performed data analysis, competitive analysis, and additional customer research to back up the stakeholder interviews 
    • Worked with a team of engineers to successfully deliver new features and integrations to our customers
    • Responsible for the product roadmap for the integrations track of work
    • Presented plans and findings to senior leadership

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    Emma, Inc.

    Product Manager, Growth Oct 2015 - June 2016

    A provider of best-in-class email marketing software and services that help organizations of all sizes get more from their marketing.

    • Developed the strategy for Emma’s first pricing and packaging initiative
    • Led the successful company-wide roll out of Emma’s new pricing and packaging
    • Collaborated with senior leadership to develop our product roadmap, quarterly initiatives, and board presentations
    • Met with current customers/internal stakeholders and analyzed data to develop my team’s track of work, which was focused in earning upgrades via a great early product experience and a compelling in-app upgrade path
    • Led a team of engineers and designers in building the new Emma packages as well as the Emma for Teams feature

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    Director, Insights and Strategy Dec 2011 - Oct 2015

    An agency combining market intelligence and creative vision to build products, brands, and businesses

    • Analyzed raw data and developed meaningful insights and recommendations for clients to help them solve mission critical challenges and grow their businesses (both revenue and customer base)
    • Wrote, designed, and delivered presentations of key data, findings, and recommendations to artists, artist management, top executives from national companies, and startup leadership
    • Wrote and designed investor pitch decks for FLO companies and clients leading to multiple successful capital raises
    • Launched multiple companies built from scratch and initially run by our team at FLO for an incubation period (Blue Chair Bay Rum, Made In Network, and Mothership); primary roles included product development, creative direction, brand management, project management, and vendor point of contact
    • Key team member in the planning, execution, and hosting of the first Google for Entrepreneurs event; 400 tickets sold out in under a minute and the event was such a success, Google turned it a worldwide event in 45 cities; led to Google selecting Nashville as a Fiber City and making the the Entrepreneur Center one of nine Google for Entrepreneurs Tech Hubs
    • Proactively led the development of FLO’s strategy process, project management guidelines, project workflow, proposal content, and results-oriented progressive company culture; resulted in cheaper and better healthcare, unlimited vacation time, no-meetings-Wednesdays, and the use of Harvest + Forecast for tracking time, budgets, milestones, and team capacity

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    Fishbowl Spirits, LLC

    Brand Manager Jan 2013 - June 2015

    Holding company for Blue Chair Bay Rum, launched by Kenny Chesney and FLO | THINKERY in 2013


    • Led an extensive research project on multiplatinum singer-songwriter Kenny Chesney’s career, leading to the launch of Blue Chair Bay Rum
    Launched Blue Chair Bay Rum, from concept to product on the shelf, in nine months, to coincide with the No Shoes Nation tour
    • Assisted with product development efforts for initial product and product line extensions
    • Helped with the selection of and served as point of contact for multiple partners in experiential events, marketing, and design
    • Led a team of creators in developing and designing digital and print marketing campaigns, various swag items (shirts, hats, etc.), point of sell items (coasters, posters, table tents), videos, and event signage
    • Responsible for reviewing all creative produced for the brand to ensure it adhered to brand standards
    • Blue Chair Bay Rum is regarded as one of the fastest growing new spirits business in the history of the liquor industry

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    UCLA Ziman Center for Real Estate

    Assistant Director of Marketing Oct 2010 - Jun 2012

    Multidisciplinary research center of the business and law schools

    • Led the Center’s branding efforts; recreated all collateral and established (and maintained) a social media presence, resulting in new board members, increased student membership, and over seven times as many online followers
    • Maintained database of over 5000 supporters; strategically created and planned mass mailings (print and HTML)
    • Planned and executed logistics for multiple large events (200+ attendees) with notable speakers such as CA State Controller John Chiang, Former CA Governor Gray Davis, and Former LA Mayor Richard Riordan
    • Served as liaison with print and design vendors for large projects; reduced edit rounds, found more cost-effective vendors, and closely monitored production resulting in the ability to cut the 2011 marketing budget in half

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    Strategy Intern Jan 2012 - Apr 2012

    Interactive strategy, web design, and development agency

    • Updated content and design of client-facing strategy documents and presentations
    • Created wireframes and performed quality reviews of client sites
    • Completed training in agile vs. waterfall web design methodologies, internal strategy processes, Google Analytics, Redmine, Balsamiq, and Workamajig

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    Parmigiani Fleurier SA

    MBA Marketing Intern May 2010 - Aug 2010

    Luxury Swiss watch company based in Geneva, Switzerland

    • Collaborated with senior executives to develop US marketing strategies for leveraging social media platforms
    • Built and maintained relationships with key clients and media contacts at west coast marketing events, including movie premieres, car shows, and film festivals
    • Evaluated proposals for event sponsorships and celebrity endorsements, as well as product placement opportunities in top-rated network television shows

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    Duarte Design

    Project Manager Jun 2008 - Jul 2009

    Design firm building brand equity for clients through high-concept multimedia projects

    • Managed new business development and cross-sales strategy for largest company account, achieving $450,000 in annual revenue
    • Served as primary point-of-contact for 60+ client accounts, generating over $75,000 in new sales in first three months at firm
    • Led meetings for Silicon Valley marketing executives to define their strategic objectives and assemble a cross-functional team (finance, content, legal, creative) to create a digital marketing strategy
    • Formulated high-profile proposals and managed a creative team to ensure projects were not only innovative, but also completed on time and within budget

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    Bluefire Lab

    Principal & Creative Director Jan 2005 - Jul 2009

    Boutique design shop promoting brand awareness to small businesses

    • Developed corporate communication and branding strategy to facilitate ROI optimization through increased sales and brand awareness; projects included advertising, packaging, websites, brochures, and business documents
    • Executed projects from concept to completion for clients such as IKEA, Law & Associates, Harvard Club of Silicon Valley, and Silver Edge Films

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    Corporate Executive Board

    Senior Designer Mar 2006 - Mar 2008

    Business consulting company for Fortune 500 executives

    • Identified the need for rebranding company materials to generate a consistent style across deliverables; collaborated with design team to create new collateral and launched across the company; earned buy-in across departments
    • Directed design production of research materials for Fortune 500 CFOs
    • Managed two graphic designers, providing ongoing, apprentice-style coaching and management of their career development plans; both associates received promotions

  • Skills

    Product Management

    Business Strategy

    Data Analysis

    Team Leadership

    Product Development

    Brand Management

  • Education

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    University of California, Los Angeles - The Anderson School of Management

    Core Curriculum 2009 - 2010

    • Membership: Marketing Association, Retail Management Association, Entertainment Management Association, Women’s Business Connection, Challenge-4-Charity, Anderson Running & Tri Club

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    American University

    Broadcast Journalism and Graphic Design, Bachelor's 2001 - 2005

    • Graduated Magna Cum Laude in Honors program (May 2005)
    • Kappa Tau Alpha National Honors Society for Journalism (Spring 2005–Present)
    • World Capitols Program Internship at Radio 2UE in Sydney, Australia (Spring 2004)

  • Community Involvement

    • SOLID Member (2015-present)—Selected to be a part of an organization of young community leaders in the music industry; currently serving on the Community Outreach and Yard Sale Marketing committees
    • Anderson County High Drama Club Pro Bono Designer (2010-present)—Originally from East TN, I am passionate about helping that community as well, and currently provide branding services for the drama club’s production every year (shirts, flyers, tickets, etc.)
    • Salute to Excellence Judge (2015)—Revenue Development Committee member; reviewed applications and completed site visits for local non-profit finalists; selected three winners, based on revenue development innovation, to receive funding
    • 12th and Broad Voting Campaign Influencer (2015)—Selected as local influencer to participate in 12th and Broad’s “Vote Y’all” video campaign on social media; campaign was designed to encourage millennials to vote in the 2015 mayoral race
    • Operation Warm Fundraiser Event Planner (2015)—Planned and executed a dodgeball event with 100 attendees to raise money for Operation Warm, which provides new winter coats to children in need; led a team to plan the event and after party, designed shirts, secured sponsors (for food, prizes, etc.), etc.
    • Habitat for Humanity Volunteer (2014)—Volunteered in Fall build
    • Hands on Nashville Team Lead (2014)—Assembled and led a team of volunteers to clean up local schools (gardening, painting, etc.)
    • Public Speaker (ongoing)—Girl Geek Dinner: Women in Tech (2016), Punctuate Conference (2015), UT Law School (2014)
    • Other interests—Bikram yoga, cooking, DIY projects, online shopping, soy lattes, and my dog Stella
  • Get in touch!

  • Find Me

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