Via / Remix
Director of Marketing at Remix (acquired by Via) and Director of Strategic Accounts & Customer Marketing at Via, both B2B & B2G transportation technology companies. At Remix: grew marketing-attributed pipeline 3× year-over-year, launched an online community for transportation professionals that grew to 700+ ICP members, drove 40% adoption of Remix Explore at launch, and led acquisition communications and post-acquisition brand integration. At Via: launched the company's first NPS program across 500+ customer accounts and led bi-annual marketing planning across six teams and 60+ people.
What needed to change
Remix served transit agencies and municipal governments — a relationship-driven market where traditional demand generation doesn't work and in-person presence matters enormously. Then COVID hit in March 2020 and eliminated conferences overnight, which was most of our pipeline engine. The immediate challenge was keeping deals moving without the channels we'd relied on; the longer-term goal was building something more durable in their place. A year later, Remix was acquired by Via for $100M. The challenge shifted: integrating two distinct brands and communities while keeping the Remix customer base engaged and the pipeline intact through a complex corporate transition.
Strategy & Execution
When COVID hit, we paused on selling and focused on what our customers actually needed in that moment — which was help navigating a flood of new federal policies, funding changes, and operational questions nobody had answers to yet. We launched a Pandemic Policy webinar series to cover those topics and saw the biggest attendance we'd ever had. What I noticed during those early virtual events was that the chat was where the real conversations were happening. Customers asking each other how to sanitize bus fleets, whether to go fare-free to reduce transmission risk, how to keep essential service running with reduced staff. A lot of our customers were at small agencies where they were the only transit planner — no internal peers to think through novel problems with. There was a real appetite for connection that a webinar couldn't fully satisfy. I pitched an online community to leadership. Ten days later, Transpo Talk was live. It grew from zero to 700+ members of core ICP in under three months, with 15–20% of new member growth coming from word-of-mouth referrals — the metric we tracked as a proxy for whether people found it genuinely useful. Though explicitly non-commercial, it became a valuable source of content ideas, product insights, and relationships for Remix. Pipeline grew 3× year-over-year through that period, across webinars, email, content, social, and in-app channels. When the acquisition by Via closed, I led communications to press, customers, and prospects, then managed the integration of the Remix brand and team into Via. At Via, I built out a tiered customer engagement program across 500+ accounts — annual conference, regional workshops, executive engagement series — and launched the company's first NPS program. I also partnered with the CMO on bi-annual planning across six marketing teams and 60+ people.