Laurie Sheflin
Seattle
Summary
- Strategic marketing and product leader with over 25 years of experience at Intuit and Indeed. Expertise in defining and executing go-to-market strategies, leading digital growth initiatives, and driving customer acquisition and retention. Proven ability to align product and marketing strategies to accelerate revenue growth. Known for building and scaling cross-functional teams that leverage customer insights and data-driven decision-making to achieve measurable results.
Overview
28
28
years of professional experience
Work History
Senior Director of Product Management
Indeed
Seattle
01.2018 - 09.2025
- Led an inclusive product and accessibility strategy, helping millions of job seekers facing barriers get jobs.
- Collaborated with AI/ML teams to mitigate bias and launched features for equitable hiring.
- Defined marketplace-wide strategy, ensuring alignment of customer value with monetization goals.
- Supported double-digit revenue growth in high-salary segments through strategic initiatives.
- Contributed to multi-year vision across Job Seeker, Employer, and Platform organizations.
- Revamped employer onboarding processes using AI-enabled workflows and personalized user experience.
- Established company metrics for job seeker-employer engagement to track performance improvements.
- Modernized SMB candidate management, boosting engagement by 29% through virtual interviews and responsive messaging.
Director of Marketing
Intuit
Mountain View
08.2002 - 12.2017
- Head of Marketing and Monetization, Mint (2016-2017): Directed brand, lifecycle, acquisition, and monetization strategy for over 20 million users. Delivered 25% MAU growth and 20% ARPU uplift through targeted lifecycle campaigns, pricing optimizations, and funnel conversion improvements. Partnered with product and data science to refine segmentation, improving personalization, and user retention.
- Director of Marketing, QuickBooks LTV (2013-2016): Managed onboarding, retention, and cross-sell programs across the QuickBooks ecosystem, generating $1B in revenue. Improved customer lifetime value by 20% through redesigned onboarding and campaigns. Led experiments to optimize upsell/cross-sell motions across payroll, payments, and accounting solutions.
- Earlier Leadership Roles (2000-2013): Contributed to the SaaS transition for QuickBooks Online, helping to scale marketing programs to support subscription growth. Collaborated on the launch of Intuit's first Workers' Comp product and initiatives that added over $50 million in payroll revenue. Directed integrated campaigns for SMB products, aligning marketing with product adoption. Built and managed cross-functional teams across product, marketing, and analytics.
Manager
Copernicus Marketing Consulting
Newton
08.1997 - 05.2000
- Directed research projects for Fortune 500 clients in consumer products and B2B. Delivered insights that informed segmentation, pricing, and go-to-market strategy.
Education
MBA - General Management
Stanford Graduate School of Business
Stanford06-2002
Bachelor of Arts - Sociology
Harvard University
Cambridge06-1997
Skills
- Product marketing and management
- Customer research and insights
- Lifecycle marketing strategies
- Product messaging and positioning
- Integrated marketing campaigns
- Marketplace monetization techniques
- Strategic planning and execution
- User experience design principles
- Product strategy development
- Cross-functional collaboration
- Team leadership and development
- Product launch and go-to-market strategy
- Growth strategy formulation
- Social impact initiatives
- Customer journey mapping techniques
- Market segmentation analysis
- Brand positioning strategies
- Stakeholder collaboration
Timeline
Senior Director of Product Management
Indeed
01.2018 - 09.2025
Director of Marketing
Intuit
08.2002 - 12.2017
Manager
Copernicus Marketing Consulting
08.1997 - 05.2000
MBA - General Management
Stanford Graduate School of Business
Bachelor of Arts - Sociology
Harvard University
Marketing And Product Expertise
- Marketing Strategy & GTM - Brand positioning, market entry, growth strategy
- Lifecycle & Growth Marketing - Acquisition, retention, monetization, ARPU optimization
- Product-Marketing Alignment - Customer research, segmentation, UX, product adoption
- Business Models & Monetization - Pricing strategy, SaaS, marketplace models
- Leadership & Enablement - Scaling teams, executive communication, cross-functional alignment
References
References available upon request.
Leadership Strengths
- Marketing Strategist - Connects customer insight to growth strategy
- Growth Catalyst - Delivers measurable results in acquisition, retention, and monetization
- Product Partner - Aligns product and marketing for adoption and revenue impact
- Collaborative Leader - Builds trusted partnerships across teams and at the C-suite
Marketing And Product Expertise
- Marketing Strategy & GTM - Brand positioning, market entry, growth strategy
- Lifecycle & Growth Marketing - Acquisition, retention, monetization, ARPU optimization
- Product-Marketing Alignment - Customer research, segmentation, UX, product adoption
- Business Models & Monetization - Pricing strategy, SaaS, marketplace models
- Leadership & Enablement - Scaling teams, executive communication, cross-functional alignment
References
References available upon request.
Similar Profiles
Grace NelsonGrace Nelson
Go-To-Market Solutions Manager at IndeedGo-To-Market Solutions Manager at Indeed
Davia BilboDavia Bilbo
Server at IndeedServer at Indeed
Jordan AugheyJordan Aughey
Senior Client Success Specialist at IndeedSenior Client Success Specialist at Indeed
Nique IrvingNique Irving
Solutions Engineer at IndeedSolutions Engineer at Indeed
JIN XIONGJIN XIONG
User Experience Designer at TravlMate.aiUser Experience Designer at TravlMate.ai