Currently: Operations @ Lawfty
Formerly: Public.com, Parenthood Ventures, Confident VantagePublic Sector: U.S. House of Representatives, Ohio House of RepresentativesNonprofit: NESsT, DevelopHerAnalytics experience
• Business Intelligence: Reporting Automation, Data Visualization, KPI Creation and Monitoring
• Marketing Analytics: Social, Email, In-App, Customer Segmentation
• Product Analytics: Feature Tracking, Conversion Rate Optimization, User Behavior, A/B TestingSoftwares and technologies
SQL, Google Cloud Platform, Tableau, Looker, Braze, Mixpanel, Power BI
Bring data to life at your org.
Interested in learning how your marketing, product, or comms teams can utilize user insights to make more informed roadmap decisions or spin up customer-centric, evergreen content?
Hello! 👋 I'm Victoria,
I'm a data-driven, customer-centric insights strategist in NYC. My career journey centers around fostering curiosity in my work with an eye for the end user.I've established end-to-end customer insights projects, scaled user feedback programs, and implemented best practices for insights sharing for marketing teams through data storytelling.I've also helped amplify the value of customer insights across an organization, translated data into actionable insights for public companies and ETF issuers, and managed operations for both federal and state legislative offices across constituencies ranging in size from 400K to 1MM+.Currently, I'm digging deep into the customer journey at Lawfty. Discovering ways to both delight and drive better outcomes across marketing, sales, and customer experience teams.Outside of my professional roles, I'm passionate about financial inclusion, exploring my neighborhood with my bernadoodle Roo, reading the Convival Society, and, most recently, learning how to throw pottery.
Insights in action
Data storytelling has always been at the core of my work, from advising public companies and ETF issuers on marketing strategies for retail investors, developing the first industry report on ParentTech, to crafting a weekly trends newsletter for Public's marketing team to bubble up organic content.Now, I work with partners who need support to democratize their internal data.
Projects
Building solutions energizes me; I like thinking about how a problem or blocker can be reimagined and then finding ways to solve it. Lemonworks is one of those ideas I built 0-1, which was recently acquired.
I thrive in situations where I'm enabled to unlock organizational capacity through building scalable processes and workflows to enable teams to execute. From building out operations for a ParentTech startup ecosystem, operationalizing a customer facing team supporting 3MM+ users at Public.com to building a startup-job seeker matching program for laid-off tech workers, which was acquired in 2024.
I've enjoyed creating content from a pool of proprietary data, enabling marketing efforts to reach their audience from a place of adding value, trust, and education.
In the past year at Public.com, I led customer insights from ideation to delivery, managing overall survey design, data collection, and analysis of retail investor data to develop actionable insights for both Pulse partners and internal teams. I also led the creation of a weekly Public Trends newsletter, which you can learn more about here.
I'm energized when I can utilize quantitative & qualitative research to unlock deep user understanding and segmentation into actionable insights into product improvements and growth-focused content for marketing and comms teams.
Most recently, from 2021 to '22, I led user research and sentiment studies for retail investors at Public.com. I built a program that involved surveying, questionnaire design, and data analysis to quarterly monitor a 60k+ user cohort to identify user segments as well as growth areas for product, CX, and marketing teams.
Retail Investor Report | Public.com
Analyzing retail investor trends in 2023
The Retail Investor Report was created through both user surveys of 2,000+ retail investors and reviewed investing flows throughout 2023 to compile this report covering the first half of the year.The timeline for this project was established over a two month period of initial data gathering to establish retail trends, followed by user surveying and further analysis of behavioral data and investing flows of verified retail investors on Public.
Key findings from the report highlight investors are remaining active in the markets this year but are shifting their strategies. In 2023, more investors are focusing on due diligence and research, using artificial intelligence to inform investment decisions, and diversifying into fixed income products.
I was responsible for leading the initial data collection, surveying, and analysis of platform data. My primary objective was to identify year-over-year trends that could be used to build a narrative for the report. To achieve this, I used various methods, including user segmentation, social listening within the community, and targeted surveying.Once the initial framework for the report was established, I managed outreach and communication with partners from research institutions like UPenn and the University of Chicago. As experts in retail investor research, they reviewed and edited our general survey, which I then launched for users to weigh in on the Public platform.After the survey collection ended, I distilled the data into actionable insights for the report. I aligned these results with behavioral trends, as well as user insights and investing flows.Once the data collection and analysis were complete, I supported the broader marketing team in the final review and editing of the report.
Tools used: Mixpanel, Looker, Typeform, Figma, SQL
Public Trends | Public.com
Tracking retail investor trends WoW
The Public Trends newsletter was distributed by Public's marketing team as a source of organic content covering weekly retail investor trends.The timeline for this project required a weekly strategy to craft themes, pull data, survey users, and manage asset creation in time for distribution on Fridays.
I owned the creation of the newsletter, from start to finish. I was responsible for developing the framework, building cohesive weekly themes, writing content, pulling user trend data via dashboards I created, conducting user surveys, and managing project timelines with the design team.Once the newsletter was launched, I monitored data points like open and share rates. I also collected recipient feedback to identify areas for improvement. Based on the feedback received, I made adjustments to enhance the content and design of the newsletter.
Tools used: Mixpanel, Looker, Typeform, Figma, Mailchimp
Projects | Lemonworks.co
Two-sided fractional talent marketplace
In the wake of significant tech layoffs in 2023, I created a platform connecting laid-off workers with fractional work at early to mid-stage startups. These companies often need exceptional talent to help them scale but cannot afford a full-time, expert hire.
To solve this, I built a fractional talent marketplace that grew to a talent pool of 500+, enabling startups to search for talent that fit their needs.From short-term GTM projects to longer-tail product builds, I loved making this idea a reality because of the two user types I was solving for: laid-off tech workers looking for part-time, flexible work that engaged their expertise and scaling startups that needed solutions quickly.From designing, building, and launching the marketplace to building automated onboarding flows to scaling a marketing process to attract customers, I created Lemonworks 0-1 without any outside design, marketing, or engineering support. I leveraged low-code/no-code, automation, and CRM tools, enabling Lemonworks to be as automated as possible within a realistic monthly subscription spend for these tools.Eventually, I had less time to work on growing Lemonworks, so I offered it for sale via Acquire.com. In January 2024, Lemonworks was acquired at a 7X revenue multiple.
Tools used: Softr, Brevo, Airtable, ConvertKit, Make.com, Crisp, Stripe, Canva, Google Analytics