Emily partners with TSG portfolio companies on their growth marketing strategy and campaign execution, mostly working within online paid platforms like Google and Facebook/Instagram. Additionally, Emily works with partner companies on crafting testing plans for paid channels, building out reporting, and measuring an incremental lift from performance marketing.
Before joining TSG, Emily led marketing acquisition programs at direct-to-consumer brands like ThirdLove, True Botanicals, and cocokind. Her expertise is in paid social, where she has worked with budgets ranging from six to eight figures. Emily also has experience in offline channels, such as OTT and podcast, and affiliate and influencer program management.
Q&A
What was the first job you had?
I worked as a tennis camp counselor throughout high school— to this day, that job required the greatest amount of patience!
What attracted you to the business of brand building?
I have always been intrigued by how to best position a product or service to audiences who are unfamiliar with a brand. As a performance marketer, it is an exercise that often requires breaking down the different elements of a brand and testing which will resonate most with prospective customers and ultimately lead to the strongest performance.
What have you learned from working with entrepreneurs?
One of the biggest learnings that continues to stick with me is that failing is part of learning. In prior roles, entrepreneurs I have worked with emphasized the importance of failing fast, since failing means that a team is trying new tactics and not staying complacent with their day-to-day responsibilities.
What brings you the most joy in your job?
I love being able to see the impact my efforts have on a business — whether it is making a campaign more efficient in spend, determining if a marketing channel is incremental, or saving someone time by taking something off their plate, it is all incredibly rewarding.
This individual is an Operating Partner of TSG. Operating Partners listed herein, while not employees, members, personnel, or affiliates of TSG, are independent contractors who provide valuable advice, services and insights to TSG and its portfolio companies. The Operating Partners may receive payments from, or allocations with respect to, TSG’s portfolio companies, funds advised by TSG, or TSG.