Jessy Hanley

MARKETING EXECUTIVE
About Me
Dynamic, revenue-driving marketing leader, known for innovation and unique mix of strategic, creative, operational and technical abilities.

qualifications

Dynamic, revenue-driving marketing leader, known for innovation and unique mix of strategic, creative, operational and technical abilities. Leverages experience gained holding senior marketing and product roles at B2B, B2C and B2B2C organizations. Develops strategy-driven, high-performing teams. Cultivates work environments that value a deep understanding of the customer, data-driven decision-making and creativity. Oversees delivery of tools and processes to support internal operations that ensure an outstanding customer experience.

core strengths

  • B2B, B2C & B2B2C Marketing
  • User Acquisition & Growthg
  • Performance Marketing
  • A/B & Multivariate Testing
  • Marketing Automation
  • Team Development
  • Integrated Lifecycle Marketing
  • User Engagement & Retention
  • Social Media Programs
  • VIP & Loyalty Management
  • User & Market Research
  • Data-Driven Decision-Making
  • Brand Development & Storytelling
  • Content Strategy
  • Product Management
  • Demand & Lead Generation
  • Product Planning & Positioning
  • Monetization Programs

Professional Experience

Ginger.io Emotional Well-being and Mental health app

Jan 2017 - Present

Ginger.io is a licensed, nationwide medical provider that offers emotional and mental health support to comsumers and employees. Thier mission is to increase access to high quality behavioral health care by powering their team of expert coaches, therapists and psychiatrists with machine learning and AI technology.
 

Head of Marketing

 
Lead all aspects of B2B, B2C and B2B2C marketing, including strategy, branding, product marketing, content strategy, public relations, user acquisition and growth, sales enablement and user engagement.

Key Accomplishments:

  • Drove consumer growth and reduced cost per acquisition (CPA) by 45% by leveraging channels not used by competitors, adopting hyper-targeted, location-specific messaging and creating a customized conversion funnel.
  • Accelerated employer sales and increased lead volume by 30%. Revamped employer website, created demand gen. content and sales enablement collateral with value propositions that aligned with the buyer’s needs.
  • Launched earned acquisition via content strategy that created clinically and medically valid content in a consumer-friendly voice. Launched Headway publication and social channels for free content distribution.
  • Transformed marketing function by developing a new strategy while hiring & mentoring a 6-person team, fostering organizational change and establishing marketing as a valued partner for the Product, Sales & Clinical teams.
  • Rebranded Ginger.io, including determining market positioning, brand voice, imagery and personality that resonated with customers. Hired and managed PR agency to help tell the story of the Ginger.io evolution.
  • Boosted engagement by 11% via modernized approach, shifting to lifecycle marketing strategy with usage data and personalization while remaining HIPAA compliant. A/B tested our way to ongoing improvements.
GSN GAMES Mobile game developer & creator of 2 top-10 grossing apps

July 2013 - Dec. 2016

GSN Games delivers social casino games and cash tournaments designed to fuel every player’s inner winner. GSN Casino and Bingo Bash, both top 10 grossing iPad apps, make GSN Games the #3 mobile social casino publisher.
 

VP, MARKETING & CUSTOMER EXPERIENCE

2014 – 2016


VP, PRODUCT MARKETING

2013 – 2014

 
Responsible for all marketing, player experience and research, overseeing $250M in annual revenue across all GSN Games titles. Managed monetization and retention marketing, cross-studio product management, brand, insights and user research, customer support, community management, social media, copywriting and public relations. Grew the team from five to 45 people in three countries and 11 offices.

Key Accomplishments:

  • Delivered 25% boost to revenue—three separate times within two years—by leading Product Marketing Team through transformation of promotion and pricing strategies across the app portfolio.
  • Increased engagement and retention KPIs by 21% while improving customer experience. Directed transition to lifecycle CRM strategy that included implementation of best-in-breed 3rd-party tools and customized features.
  • Oversaw go-to-market strategy for all app launches, including brand building, partner marketing, PR, events, UA, CRM, social media, customer support and analytics, ensuring successful top-charting, media-covered launches.
  • Pioneered the first cross-studio product management function that designed successful cross-portfolio features, including loyalty program, VIP customer management and in-app promotion system for segmentation and retention strategy.
  • Transformed product planning and success evaluation by establishing the first insights and research function, which redefined corporate-wide product planning, determined market sizing and target audience, and solidified quantitative/qualitative research methodologies that included usability testing, segmentation, focus groups, surveys and ethnography.
  • Developed and led team to deliver top performance, which resulted in a company-wide reorganization that positioned Marketing as a shared service and enabled all studios to leverage the group’s practices.
Paltalk Social Video Chat Services

Feb. 2013 - July 2013

Paltalk is a leading social video group chat consumer tech company. With millions of unique users around the world, the Paltalk platform powers the largest collection of live group chats via mobile, tablet, client and web based applications.
 

VICE PRESIDENT, PRODUCT MANAGEMENT

Feb. 2013 - July 2013

 
Accountable for the Paltalk and Camfrog products across platforms. Owned the strategic roadmap, brand positioning, user engagement and product marketing. Managed the following departments: Product Management, User Experience, Visual Design, Community Management and Customer Support.

Key Accomplishments:

  • Identified first-time user churn as a significant opportunity for Paltalk. Created a plan to systematically optimize the conversion funnel, from download to first entrance into a chat room.
  • Immediately created a strategic roadmap prioritized by potential impact on KPIs, ensuring the organization was maximizing development resources.
  • Expanded virtual currency, VIP and crown programs to include personalization, additional virtual gifts and status features in alignment with paying user behavior.
  • Enhanced content discovery to shift Paltalk value proposition from software offering to a content and community platform for meeting new friends.
  • Created programs to drive engagement of first-time users as well as reengage dormant members via gamification, social media, message casts and email campaigns.
Borderfree global eCommerce solutions

June 2010 - Feb 2013

Borderfree, formally FiftyOne Inc. empowers international ecommerce for top U.S. retailers including Barneys New York, Bloomingdale's Crate and Barrel, Gilt, Macy's, Overstock.com, Sears, and True Religion

VP, PRODUCT MANAGEMENT

2012 – 2013


DIRECTOR, PRODUCT MANAGEMENT

2010 – 2013


 
Created and executed product roadmap for entire Borderfree product, which generated $36M in annual revenue, with oversight of both strategy and tactical operations; led 25 employees in product management, product marketing, project management, and technical communication.

Key Accomplishments:

  • Created international marketing toolkit that enabled merchants to promote product to consumers around the world by providing country-specific solutions and allowing non-U.S. customers to “shop like a local.”
  • Vastly improved ability to communicate new/upcoming features to merchants through creation of an innovative 12-month rolling roadmap that provided structure within the fast-paced Agile environment. Enhanced merchant engagement through a “what’s in the works” section of the documentation site where feature requests could be made.
  • Ensured ability to meet 3-fold increase in development capacity by recruiting top product managers, project managers, and technical communicators to support scale-up from 12 to 55 stories every two weeks.
  • Won quarterly CEO Excellence Award, being the only member of executive management team to do so.
  • Reversed negative conversion impact caused by inaccurate shipping quotes by making improvements to landed cost calculator that ensured the most viable and attractive quotes were offered to international customers.
  • Guaranteed capture of holiday earnings through design, build, and launch of Part51, an international shopping affiliate portal website.
MyPhotoAlbum Inc - Consumer & Professional Photo Services

Sept. 2000 - June 2010

MyPhotoAlbum is a collection of consumer and professional photo and video sharing services, MyPhotoAlbum, PolaroidStudio, and dotPhoto. Formally FortuneCity.com Inc., services included paid and free web hosting and domain services.
 

Vice President, Product

promoted 2008

 
Accountable for all aspects of the three online photo-sharing services; Polaroid Studio, MyPhotoAlbum and dotPhoto, including managing technical development, ownership of the product road map, envisioning all enhancements, managing usability and the supporting marketing initiatives.

Key Accomplishments:

  • Successfully executed rapid two-month deployment of Polaroid Studio, Polaroid's online photo and video sharing service for the announcement of Lady Gaga as Creative Director.
  • Planned and executed social media strategy that included Facebook Fan Pages, Facebook Applications, Twitter and other social media platforms making the photo services appealing to a younger demographic.
  • Conceived the professional services product where photographers earn revenue by selling photos on a brand-able platform. More than 50% of all print purchases are from this user group
 

Director of Photo Services

promoted 2005

 
  • Served as art director and marketing manager for all product collateral. Steered creative direction of MyPhotoAlbum, including, creating the look and feel of the member albums as well as the acquisition website and marketing materials.
  • Responsible for rapid 3-year growth of MyPhotoAlbum global customer base, 150% revenue growth year-over-year, 250,000 active members hosting over 60 million photos, and top 15 Alexa rated photo-sharing service.
 

Manager design services

promoted 2004

 
  • Directed all aspects of web design service offerings including creating proposals and process documents, web site designs and code for customers.
  • Managed the department's team of designers, developers and account managers.
  • Represented FortuneCity.com in all sales and information gathering meetings.
 

Product Manager

promoted 2003

 
  • Created project plans and GUI site flows for all website enhancements and redesign projects.
  • Developed testing procedures for all new projects involving ecommerce.
  • Planed and implemented a demo application for white box web hosting services and simplified purchase process, which increased free to paid service conversions by 400%.
 

Senior Web Builder

Sept. 2000 - Jan. 2003

 
  • Served as senior web developer for corporate properties utilizing skills in HTML, DHTML, JavaScript, Java, ASP, and JSP.
  • Designed all corporate websites including: Fortunecity.com, Ampira.com, V3.com, AmpiraMedia.com and Hotgames.com.
Jessy's World - web design and development

owner

Sept. 2001 - Jan. 2006

  • Built a large freelance client base including clients such as Time Warner Inc., Cosmopolitan, Food and Wine, Good Housekeeping and many others.
  • Established and maintained client relationships, created project plans, proposals and estimates for all projects.
  • Designed, developed and maintained all web sites, newsletters and ads for all clients.
NBNTech Inc - eCommerce Solutions Provider

project manager

Sept. 1999 - Sept. 2000

  • Project Manager, Webmaster, and content writer for web sites, insured Flash and PhotoShop expectations were met. Supervised development in ColdFusion, DHTML, and JavaScript.
  • Researched and created web-hosting procedures, FAQ's, pricing, and online transactions for corporate web hosting site.
Bivings Woodell - Online Public Relations Firm

Research & Strategy Team

April 1999 - Sept. 1999

  • Project Manager, Webmaster, and content writer for web sites, insured Flash and PhotoShop expectations were met. Supervised development in ColdFusion, DHTML, and JavaScript.
  • Researched and created web-hosting procedures, FAQ's, pricing, and online transactions for corporate web hosting site.
Senator Tom Daschle - Minorty leader of the US Senate

Special Assistant to the Press Secretary

April 1998 - Sept 1998

  • Created press releases and media reports which represented Senator Daschle and analyzed senatorial press.
  • Analyzed senatorial press, researched, planned and organized press conferences for Senator.

Marketing Technologies

AUTOMATION & MONETIZATION:

  • Appboy (Braze), Braintree, IAP, PayPal, Optimove, Scientific Revenue, Swrve, Square, Stripe, Urban Airshipp

EMAIL MARKETING:

  • Constant Contact, EmailLabs, Litmus, MailChimp, Marketo, Pardot, Oracle (Responsys), Salesforce (ExactTarget), SendGrid, Silverpop, Mailgun

PUSH NOTIFICATIONS:

  • Appboy, Kahuna, Oracle (Push IO), PubNub, Salesforce (Mobile Studio), Swrve, Tapjoy, UrbanAirship

SOCIAL MEDIA:

  • Buffer, Facebook, Instagram, Google Plus, Hootsuite, LinkedIn, Offerpop, Pinterest, Snap, Sprout Social, Tumblr, Twitter, Vimeo, Vine, YouTube

USER ACQUISITION & ADVERTISING:

  • Amplitude, direct mail, direct response TV, Facebook, Google AdSense, Google AdWords, Kochava, Supersonic, Taboola, Tapjoy, radio, Rakuten

CRM, RESEARCH, USABILITY & LOYALTY:

  • Qualtrics, Salesforce, SessionM, SurveyMonkey, Usertesting.com, Vision Critical

ANALYTICS & TESTING:

  • Alexa, Branch.io, Crittercism, Flurry, Google Analytics, Hotjar, Kissmetrics, Monetate, Optimizely, Oracle (Responsys), Qualtrics, Unbounce, Vertica

DEVELOPMENT TECHNOLOGIES:

  • ActiveX, AJAX, ASP, CSS, CGI scripting, DHTML, FBML, Flash ActionScript, HTML, Java Applets, Java, JavaScript, JSP, JQuery, LAMP Stack, MooTools, MySQL, PHP, Perl, Python, Ruby on Rails, RSS, XML

education, speaking engagments, awards & memberships

Education

University of Maryland at College Park

Bachelors of Arts in Communication


SPEAKING ENGAGEMENTS

  • Dish Women’s Network Leadership Series – “Women Who Rock Their Industry” – video
  • GDC Social Casino Postmortems – “It’s All About the Experience” – video
  • VentureBeat’s VB Live – “5 ways to get more money from your mobile app” – podcast

Awards and Honors
  • First member of the management team to win of the quarterly Borderfree CEO Excellence award
  • Winner of 17 Web Design Awards
Memberships
  • Board of Directors Member - The Encore & Live Out Loud - non-profit organization
  • Women in Gaming (WIG) | Girls in Tech | New York Product Management Association

Portfolio

Below are a few of the web design and development projects I have done "for fun" in the last few years.

  • Jessy + Melissa - my photo and travel blog site