Author
September 15, 2021
A little about me.
Master of managing timezone differences. From New Zealand, I travelled the world for two years alone, and now call Lisbon home. Outside work, you’ll find me dabbling in bachata, salsa, yoga or (kite)surfing, reading Murakami, learning Portuguese and scheming how to run a vineyard.
Constantly curious about the other 8 billion humans on this planet.
Awarded in 2024
Young Mining Professional of the Year
Awarded in 2023
Inspiring Women in Mining
Aspioneer
Aspioneer
Awarded in 2022
100 Global Inspirational Women in Mining (WIM100)
What I do at Minespider.
Business & Investor Strategy
- Manages a distributed team of 16 full-time employees, with 5 direct reports.
- Foster business development/sales and revenue in the upper 6 digits.
- Oversee three projects (BATRAW, Recirculate & RMR) totalling €16M in EU-allocated funds.
- Raised over €4.5M.
Marketing & Client Acquisition
- Attract & onboard over 40 clients to our software, including Ford, Renault, Toyota, Google, Minsur, & Cisco.
- Over 130 press articles - including Bloomberg, Forbes, WIRED (x2), TNW, Mining Mag, Google.
- ABM content strategy - with 60+ blogs & eBooks, 8 targeted landing pages, and 28 videos.
Branding & Design
- Lead the design team, have built up over 10 brands over the past 8 years.
- Experienced with Sketch, Figma and Webflow.
- Have designed & built sites like tokenwoman.io, threadcounts.io, & Minespider's first two websites. Designed codecontrol.io.
Product Development
- Co-lead the product team along with our CTO.
- Designed the most advanced open-access battery passport available today: www.openbatterypassport.com, used by battery manufacturers such as InoBat, Gouach, ElevenEs & Leclanché.
HR & Culture
- Responsible for all non-tech hiring including designing job listings, employee branding, overseeing the candidate pipeline, interviewing and onboarding, for the past 5 years.
- Navigated the team's shift from full office to 100% remote, surveying regularly to ensure optimal employee well-being & organizing perks.
- Trialed and implemented a four-day workweek.
My experience
Minespider – 2018 - Present
Co-founder & CMO
● Leads marketing, design and product development teams with 5 direct reports to drive sales and revenue into the upper 6 digits while growing a global audience of potential customers.
● Oversees 3 key projects (BATRAW, Recirculate and RMR) that total €16M in EU-allocated funds and has raised over €4.5M for Minespider, including via non-dilutive H2020 funding.
● ABM strategist encompassing 60+ blogs and eBooks, 8 targeting landing pages and 28 videos.
● Launched EV battery division, focused on improved battery production/recycling, decarbonization efforts,
compliance and human rights regulations with open access Battery Passports.
TokenWoman – 2019 - Present
Founder
● Launched the initiative to promote female leaders, speakers and educators in the blockchain space to increase representation and develop positive business role models.
● Built an evolving and growing network of over 200 women that recruits and empowers others to register and break through the glass ceiling to embody modern-day gender equality and the premise of decentralization.
CodeControl – 2017 - 2018
Head of Marketing
● Led B2B marketing efforts and team, responsible for lead generation and customer acquisition of clients such as Lufthansa, COYA, and Siemens.
● For the B2C side, attracted 500 freelance developers to the platform. Lead the product development for a coworking app for the community.
● Launched and optimized paid ad campaigns on Linkedin & AdWords, with over 20 highly-converting landing pages.
● Authored top-performing SEO articles to recruit developers, one with a sustained #1 spot on Google
● Designed and launched the Future of Work event series, grew it to over 1000 participants in 1 year.
The Remote Trip – 2016 - 2017
Brand & Marketing Manager
● Managed B2C branding, marketing and website strategy, tracked channel accountability for campaign effectiveness for online hub assisting professionals to work remotely and travel the world.
● Established and grew social media presence for recruitment and networking through Instagram, Facebook and LinkedIn, published in Business Insider, represented in various podcasts and Remote Work Summit.
IconPeak – 2015 - 2017
Marketing Manager
● Directed marketing and promotions for one of the fastest-growing performance-based advertising startups in Europe until its acquisition for $10M US.
● Defined brand strategy, developed promotional materials for conferences like DMEXCO, created social media content and maintained a progressive web presence.
RecMix – 2015 - 2016
Growth Marketing Specialist
● Developed and implemented market strategies that grew DJ recording/streaming app to rank in Apple’s Best New Apps in 21 countries globally.
● Cultivated branding, launched the app in Product Hunt, hosted marketing events and served as PR manager.
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