Christine Cuoco
Marketing leader/operator: Twitter, LinkedIn
About
I’m a left- and right-brained marketer and brand builder who lives for creativity & storytelling and speaks numbers & finance fluently. I learned subscription (i.e. acquisition, growth, performance) marketing at Time Inc. and brand building, product marketing, customer advocacy, community and loyalty marketing at American Express. Since then, I’ve applied and continue to expand my skill set as a global business leader at tech companies like Twitter (pre IPO), LinkedIn, and Rho (series B). At Twitter, my first role focused on helping to build our agency development team from scratch. I structured our first two global agency partnerships ($100s of millions); and led a small + scrappy cross-functional team to build, launch and market Twitter's award-winning educational product for customers, Flight School. Later, I built Twitter's US Vertical Marketing team and then led Global Business Marketing for 3 years. While I have practical guidance to share from every role, my time at Twitter feels especially relevant for startup leaders given the periods of high revenue + team growth, constant change, and many ups & downs.
Experience
Team Building and Org Design
TWITTER: built several teams from scratch or near-scratch. Led re-org during one of Twitter's most challenging years. Rebuilt Global Business Marketing leadership team with a focus on developing a diverse, high-skilled, and supportive unit. LINKEDIN: designed strategy to strengthen LI's Talent community via a focus on brand, content and community.
Customer Value Proposition, B2B Brand Identity, and Sales Enablement
Partnered with global Sales org to define Twitter's first truly global value proposition for customers and rolled it out across ~2 dozen countries. Included a research-backed sales narrative; sales enablement materials; creative positioning (#StartWithThem); live, local activations; activations in critical moments (Cannes, CES, NewFronts); and ad + content campaigns.
Brand Identity + Strategy
Led and rolled out cross-functional initiative to define Amex OPEN's mission, vision, purpose, brand identity (visual, voice, personality), and content marketing approach in 2007/2008, preceding the 2010 launch of Small Business Saturday. I can help you define brand projects, structure strong creative/project briefs, and evaluate creative work objectively.
Product Marketing
AMEX: SMB charge card portfolio, loyalty program + Membership Rewards for SMBs. TWITTER: Application of Jobs to be Done (JTBD) framework to a set of advertising products that had grown in an unwieldy way.
Community Building + Social
TWITTER: Built from scratch and launched online educational platform Flight School that reached more than 10K agency partners worldwide in its first year. LINKEDIN: Developed strategy and led pilot to transform LI’s largest proprietary event, Talent Connect, from an annual event to a fully-fledged, year-round community. Pilot included: a fully virtual experience (Forward) and partnership programs built from scratch with Wharton and Medley. AMEX: Led and executed community-driven programs to help women-led small businesses grow and to help all SMBs access the US government as a customer.
Business Development
Collaborated with executive team leaders to design and launch Twitter’s first two $200MM+ agency partnerships with Starcom MediaVest Group and WPP Group, leading up to Twitter’s 2013 IPO. These partnerships were critical in helping Twitter establish revenue predictability and credibility with investors and customers (brands, agencies, advertisers).