KRISTEN SAGER
Summary
Innovative, adaptable, and versatile award-winning technology growth Chief Marketing Officer (CMO). Consistent, proven track record rapidly securing new users and sales leads to acquire customers for fast-growth B2B and B2C/D2C startups in the web/app/ecommerce space. Proven problem solver, with a unique ability to quickly assess needs and then develop and execute a strategy to scale and grow expeditiously. Talent for identifying, hiring, building & empowering diverse teams to drive and thrive. Expert with influencer, paid, owned, and earned online/interactive growth channels, including paid social, referral, content, partnerships, and email marketing as well as SEM/SEO, plus GTM, brand and PR/media.
Overview
26
26
years of professional experience
Work History
Chief Marketing Officer
INDIEGOGO
10.2021 - 12.2023
- Company Overview: A global crowdfunding platform for innovators in tech and design.
- B2C: Led brand, paid ads, user acquisition, PLG, PR, social, email/content marketing & partnerships.
- Rolled out new pricing & improved CAPI attribution
- Achieved 15.2X ROAS, beating target after hiring a Director Paid Marketing.
- Increased total funds raised by 45% via significant uptick in traffic & funding through in-house ad agency
- B2B: Built B2B strategy, incl. demandgen, leadgen & sales enablement tools to close new sales prospects.
- Netted 10-fold increase in new leads with scraping after restarting B2B Marketing leaden
- Improved lead-to-opportunity rate 50%+ and lead-to-qualified rate nearly 25% with new China Manager hire
- Enhanced overall lead-to-qualified rate 20% after hiring a SDR and a Sales Ops contractor
- Secured press with TechCrunch, Business Insider & Forbes. Landed CEO speaking on panels at CES, SxSW
- Revamped website, brand, positioning, and messaging to highlight brand personality & tech-forward ethos
Head of Marketing
WONDERSCHOOL
02.2018 - 04.2020
- Company Overview: A marketplace for parents to find nearby, quality in-home childcare & software for child care providers to manage their businesses better.
- Led first, in-depth qualitative and quantitative persona research for childcare providers and parents
- Built an internal and virtual team of growth marketers, engineers, content builders & acquisition specialists
- Adapted quickly to changing the competitive landscape by creating an entirely new sales growth engine
- Increased inbound monthly lead volume from 30 to 300 within 90 days after leveraging paid social ads
- Achieved 10-fold decrease in Cost per Lead (CPL) after building a new lead gen engine that generated up 40K leads across 500+ targeted zip codes in nine new markets, plus 4,000 in monthly leads
- Initiated and led parent lead growth. Enhanced MQLs 30% within 60 days after launching a new CRM and improving message strategy.
- Boosted monthly parent account creation 180% in 90 days and traffic from SEO by 50% in 18 months
- Honored as 'Most Innovative Company' by Fast Company; listed in A16z's list of 'Top 100 Marketplace Companies;' and noted by IAB as a 'Top 100 Direct Brand Service to Watch.'
INTERIM EXECUTIVE & ADVISORY SERVICES TO STARTUPS
06.2016 - 01.2018
- Worked with Silicon Valley-based companies; clients included startups & businesses in healthcare (Genentech) agile software, etch, real estate tech, and CPG
- Focus: management consulting
COO and Head of Marketing
SCOOT & DOODLE
06.2012 - 05.2016
- Company Overview: A startup developer of education apps used at home & in K-12 schools backed by Pearson Education
- Acquired 1M educational users across 20K US schools and homes; Raised $3.5M and created two innovative, award-winning collaborative whiteboard apps
- A startup developer of education apps used at home and in K-12 schools backed by Pearson Education
- Built an app Apple dubbed 'Best New Education App' and ranked as No. 1 3rd-party app on Google Hangouts
- Secured partnerships with Google, Apple, and Pearson at low cost while integrating products that led to co-marketing opportunities with edtech ambassadors and the Apple sales team demoing apps in K12 schools
Co-Founder, Marketing and Operations
PLUMGEAR
06.2011 - 03.2012
- Company Overview: Co-founded an e-commerce subscription service for new and used baby clothes
- Led firm from prototype-to-market in 10 weeks; raised $350K seed from Michael Dearing, Andy Dunn, and more
- Acquired customers with monthly subscription model via SEM, paid, organic social, ambassadors & partnerships
- Secured PR coverage in WSJ, Forbes, TrendHunter, InStyle, Hacker News and online news outlets
- Co-founded an e-commerce subscription service for new and used baby clothes
Partner & Management Consultant
SIDES & ASSOCIATES
04.2004 - 05.2011
- Company Overview: Management consultancy serving startups & Fortune 500 companies in biotech, tech & CPG
- Led a team at Genentech that designed and implemented a new team system to increase speed and scalability
- Achieved new clinical trial target start within six months, working with Genentech Sr VP to collect patient DNA.
COO and VP of Marketing
MURAD
01.2001 - 12.2002
- Company Overview: Murad makes skincare products sold through retail, e-commerce, catalog and DRTV.
- Recruited by a board member for an interim executive role to grow a $35M business, leading 120+staff, $10M budget and Direct/DRTV, E-Commerce, Brand, Sales, Product, and Operations
- Built awareness & elevated brand via 2 best-selling products, PR, new distribution & award winning repackage
- Achieved 15% growth in profit in 12 months; tripled the e-commerce, catalog, and direct businesses in 24 months; and reduced fulfillment costs and quality issues by 20% and 50%, respectively
- Murad makes skincare products sold through retail, e-commerce, and direct channels like catalog and DRTV
VP of Marketing (acq. Demand Media/Leaf Group)
EHOW.COM
07.1999 - 01.2001
- Company Overview: eHow was an expert advice content website with how-to articles and videos
- Named a 'Top 100 Marketer' by Advertising Age
- Grew monthly audience from 0-10 M via SEM, affiliate & email
- Developed strategy, and pitched and managed marketing collaborations with REI, GAP, Frito-Lay and Nestle
- Created a content business, including book deals and syndication with Simon & Schuster, MSN & Tribune Media
- EHow was an expert advice content website with how-to articles and videos
Associate Marketing Manager
NESTLE
09.1997 - 06.1999
- Grew $100M Nesquik chocolate milk brand 10% and drove 12 months of share growth after a 23-mo decline.
- Launched new packaging innovation that grew RTD sales 70%.
- Named Best Nesquik Marketing Worldwide, 1998.
Education
BA & MBA -
UCLA Undergrad, B.A
Reforge
01-2025
Skills
- Digital Marketing Strategy
- Brand Positioning and GTM Strategy
- Team Building/Leadership
- Operations Management
- Demand & Customer Acquisition
- Strategic Partnerships & Influencer Marketing
Accomplishments
- LeadGen Excellence . Drove 3,000+ new leads every 90 days for WONDERSCHOOL, achieving 10-fold decrease in Cost Per Lead in 90 days.
- Innovative Partnerships: Secured high-impact collaborations with Google & Apple, leading to increased market reach and product integration.
- Recognition & Awards: Led marketing initiatives that earned industry recognition, include "Most Innovative Company" by Fast Company and a No. 1 app ranging on Google Hangouts.
Timeline
Chief Marketing Officer
INDIEGOGO
10.2021 - 12.2023
Head of Marketing
WONDERSCHOOL
02.2018 - 04.2020
INTERIM EXECUTIVE & ADVISORY SERVICES TO STARTUPS
06.2016 - 01.2018
COO and Head of Marketing
SCOOT & DOODLE
06.2012 - 05.2016
Co-Founder, Marketing and Operations
PLUMGEAR
06.2011 - 03.2012
Partner & Management Consultant
SIDES & ASSOCIATES
04.2004 - 05.2011
COO and VP of Marketing
MURAD
01.2001 - 12.2002
VP of Marketing (acq. Demand Media/Leaf Group)
EHOW.COM
07.1999 - 01.2001
Associate Marketing Manager
NESTLE
09.1997 - 06.1999
BA & MBA -
UCLA Undergrad, B.A
Reforge
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