Tanya Carlson
Investor at Hustle Fund
Tanya Carlson
Investor at Hustle Fund
Washington, District of Columbia
Overview
Work Experience
Deputy Chief of Strategy
2019 - Current
**Created and led APA’s Strategy Office – including business intelligence, project management, process optimization functions – to translate APA’s ambitious strategic vision into meaningful, measurable, coordinated strategies across a highly complex organization.** Successfully lobbied executive team and board of directors for approval to establish and design the strategy function at APA to lead the organization’s transformation toward greater impact. Boosted strategic maturity measures by 6%. Identified key drivers, built measurement instruments, established benchmarks, and designed and implemented improvement Improved key measures of program efficiency, collaboration, and impact by 5% to 10% by implementing transformational initiatives to break down legacy siloes, modernize the decision-making and prioritization processes, and manage portfolios of work more effectively. Led development of APA’s mental health technology strategy, including creation of a robust validation platform to connect and align critical stakeholders in leveraging technology to address key systemic barriers to mental health: access, safety, affordability, and equity in care. Originated and designed APA’s business intelligence function, leveraging advanced data science and tools to revolutionize APA’s ability to understand its customers and markets, identify and capture opportunities for growth, and make better decisions. Established first-ever Innovation Center, effectively infusing a forward-thinking, creative mindset into the organizational DNA, and incubating leading-edge opportunities that aligned with the mission of the organization.
Senior Director of Membership
2016 - 2019
**Originated formal product development and management function within APA’s Membership Office, taking an entrepreneurial approach to leveraging technology and data to serve the needs of APA’s 157,000+ paid members.** Played leading role in reversing a years-long decline in membership by building a product portfolio focused on optimizing value throughout the membership lifecycle. Devised and executed membership retention strategies that boosted engagement and expanded revenue opportunities, resulting in a 9-point lift in customer satisfaction and an 11% lift in retention rates.
Angel Squad Member
2021
Advising and investing in promising start-ups, in a diverse community of smart leaders with fascinating backgrounds and experience.
Founding Member
2021
Chief is a private network built to drive more women into positions of power and keep them there. Chief is the only organization specifically designed for senior women leaders to strengthen their leadership journey, cross-pollinate ideas across industries, and effect change from the top-down.
Founder & Principal Strategist
2015 - 2016
**Created boutique consulting practice focused on providing data-driven and strategic business planning, product and program development, and marketing services for start-up businesses and new products.** Projects included Kickstarter campaign for a new product and design and launch of two new, high-growth business lines for established companies.
Managing Director
2012 - 2015
**Played leading strategic and tactical roles in scaling The Motley Fool from a reeling start-up into a $300 million membership and venture-capital business, directing strategic product development, customer engagement, and acquisition and renewal marketing initiatives.** Established and managed product and market development priorities, effectively leading cross-functional product teams in an Agile environment and ensuring the delivery of products that met or exceeded launch targets for time and revenue. Led development of multiple 0-to-1 Motley Fool digital products and business lines from concept and strategy definition to launch, management, and scaling including an all-access membership suite that exceeded launch target goals by nearly 20%. Developed, led, and executed strategies to measure and enhance member engagement levels, resulting in a remarkable 13% increase in renewal rates and a 10% rise in engagement rates.
Director of Retention
2009 - 2012
**Devised and oversaw end-to-end management of member renewal strategies, utilizing transaction optimization, data-driven, multi-channel marketing, and predictive renewal models for eight high-end products.** Consistently exceeded aggressive revenue and retention goals through focused optimization of each major stage of the member lifecycle, from conversion through onboarding, engagement, and renewal. Designed and deployed “retention playbook” that took a systems-wide view of analyzing, executing, and optimizing all the factors that influence retention (customer service, billing policy and technical tools, CX, etc.)
Senior Product Manager
2004 - 2009
**Performed business line management and new product development, including establishment of the strategic direction for multiple business lines, with direct responsibility for customer service, engagement, and renewal metrics.** Managed cross-functional teams to build, launch, and sell three new products to both new prospects and existing customers. Reduced new-member churn by designing and implementing targeted onboarding programs for entire product suite. Increased member renewal by addressing and improving both technical/transactional tactics and marketing strategies.
Marketing Intern
2004 - 2004
Supported multi-channel marketing campaigns across a suite of Choice hotel chains. Developed and supported engagement initiatives aimed at season ticket holders and wait-list customers for the Baltimore Ravens.
Marketing Intern
2003 - 2003
Developed and supported engagement initiatives aimed at season ticket holders and wait-list customers for the Baltimore Ravens.
Education
Chief Strategy Officer (CSO) Program
2023 - 2024