QUEENIE ENTERPRISES LLCOPEN FOR HIRE, CONTRACT OR FRACTIONALHYBRID OR REMOTE · MINNEAPOLIS BASED
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Selected work

Strategy that
moves the work.

Selected examples of how I clarify complex challenges, align cross-functional teams and create actionable paths forward. Sensitive details have been intentionally removed.

01 / DIGITAL

From website audit to transformation roadmap

Challenge: An ecommerce experience had accumulated technical debt, fragmented tools, inconsistent templates and unclear governance that constrained speed and customer experience.

My role: Product owner and strategic lead across executive leadership, engineering, UX, content, analytics, SEO and operations.

  • Directed a comprehensive technical, CMS, SEO, accessibility and customer-experience audit
  • Translated technical findings into an executive narrative and business implications
  • Built phased options spanning stabilization, optimization and net-new transformation
  • Established requirements for governance, resourcing and roadmap prioritization

Result: Leadership gained a shared view of risk, opportunity and investment paths, enabling informed roadmap and resourcing decisions.

A marketing and product strategy presentation in progress
Strategy in the room
02 / LIFECYCLE

Turning customer insight into a lifecycle growth system

Challenge: Customer communication needed to move beyond isolated messages toward a connected journey supporting acquisition, activation, engagement, retention and expansion.

My role: Strategy lead connecting market research, voice of customer, product behavior, lifecycle communications, growth and creative.

  • Synthesized quantitative and qualitative insight into actionable audience segments
  • Mapped purchase triggers, barriers, moments of truth and the customer “aha” moment
  • Defined distinct messaging territories and channel implications
  • Connected lifecycle strategy to product, creative, growth and measurement priorities

Result: Cross-functional teams received one strategic framework for targeting, messaging, onboarding, re-engagement and measurement.

Mobile product experience featuring active location tracking
Connecting insight to product experience
03 / RETENTION

Making retention feel like a summer adventure

Challenge: Seasonal routine changes created a risk that families would disengage from a connected product during summer.

My role: Campaign strategist and executional planner across email, SMS, organic social, community engagement and lifecycle operations.

  • Created an accessible multi-week engagement concept built around existing family behaviors
  • Developed the campaign mechanic, voice, journey, channel calendar and complete message sequence
  • Designed a participation model that encouraged user-generated content and product habit-building
  • Connected summer engagement to back-to-school reactivation

Result: A ready-to-execute retention platform designed to rebuild daily usage habits, strengthen connection and support renewal.

Families and children enjoying an outdoor summer gathering
Designing for real family moments

WORK IN MOTION

Colorful retail brand activation
Retail activation
Integrated promotional campaign in market
Integrated campaign
Mobile customer onboarding experience
Customer onboarding
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