At Tonal, a leading at-home fitness company, Emily was the first marketing hire and played a key role in establishing the brand. She developed the first brand book and created the tagline “Be Your Strongest,” leading the go-to-market strategy for the initial product launch. Emily drove brand awareness from zero to 42%, managed feature launches, and oversaw creative development for acquisition and retention efforts, achieving a 96% retention rate. She also oversaw front-end website management, CRM, strategic partnerships, and retail marketing to expand the company’s reach. Emily owned campaign development for top-tier athletes like LeBron James and Serena Williams, including a Super Bowl commercial and activation, while managing productions to fuel a $120M+ media spend.

At Fitbit, Emily led product marketing for the newly formed Software & Services portfolio, driving engagement with hardware and launching a software subscription model. She managed all aspects of inbound and outbound marketing, including product launches, positioning, go-to-market strategy, and consumer insights for software services and in-app features. Emily drove acquisition through App Store optimization, partnerships, and group health programs, while increasing engagement through targeted lifecycle journeys using email, push notifications, and in-app messaging.