Mynd is a $100M+ ARR proptech company that helps aspiring real estate investors buy and manages single-family rentals across the U.S. I was hired to overhaul the brand, unify value propositions and messaging across the sales, product, and growth functions, and improve the customer experience--for both investors and residents. Mynd merged with Roofstock in 2024.
Mynd
Role
VP Marketing
Year
2022-2024
Location
Oakland, CA
Team
16-person marketing org; 40-person investor and resident experience orgs
Phase 1:
Design, Art Direction: Mika Osbourn
Content & Blog: Bonnie Bossin
Social & Community: Sass Gillies
Product Marketing & CX: Ana Mackay-Sim
Demand Gen & Lifecycle: Steven Slasten
Growth Marketing: Megan Post
Ad, Social, & Email Design: Chelsea Majuri
Phase 2 (Rebrand):
Agency Partner: Butchershop
Creative Director: Brandon Ancone
UI/UX Design: Joshua Schott
I repositioned Mynd from a SaaS platform for real estate investors into a human-centered but tech-enabled services company serving both investors and renters.
Scope
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Led brand refresh and narrative development to reposition Mynd as a tech-forward and human-first brand.
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Redesigned web, blog, and mobile experiences to improve user experience, trust, and conversion.
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Designed quantitative & qualitative prospect and market research studies to develop segmentation strategy, target personas, positioning, and messaging.
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Built content programs for each audience segment and lifecycle stage—from owner onboarding to resident move-in.
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Developed journey maps, email nurture strategy, support scripts, surprise & delight campaigns, and CX audits across renter and owner touchpoints.
Rebrand Assets
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Launch Campaign Mockup
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UI/UX Mockup
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Out of Home Mockup
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Facebook Page
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Tagline
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Resident Gift
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Results
Cut CAC by 50% while 5x-ing growth rate
Doubled LTV and improved NPS during high-growth phase
Recruited 15-person market team with the company’s highest employee engagement scores and lowest churn
Named Forbes’ 100 Best Startup Employers 2022 & 2023