Director of Marketing · April 2021 – May 2023
Built the brand, content engine, and growth strategy that helped an early-stage EV marketplace get acquired by J.D. Power.
ZappyRide was an early-stage EV marketplace with no brand awareness, entering a market dominated by legacy auto publishers like Edmunds, KBB, and Cars.com. The company had strong product (tools that helped consumers compare EVs and calculate total cost of ownership) but zero content presence, no editorial strategy, and no way to build trust with the buyers who needed it most.
Purchase anxiety, not price, was the real barrier to EV adoption. Consumers weren't comparison shopping; they were stuck at 'should I even consider an EV?' The incumbents were publishing specs and reviews, but nobody was creating the educational, trust-building content that moved buyers from curiosity to confidence. That gap was our opening: own the narrative, and you own the category.
Built the brand from scratch: website, visual identity, and messaging architecture that positioned ZappyRide as the trusted EV authority, not just another listings site. Launched ZappyCast, an industry podcast that gave us a direct line to OEMs, dealers, and thought leaders. Created a content engine that published educational articles, buying guides, and cost-of-ownership tools at a pace the legacy publishers couldn't match. Drove 100% YoY revenue growth through organic and content-led channels while keeping acquisition costs near zero.
ZappyRide was acquired by J.D. Power in May 2023. The brand positioning, content authority, and audience trust we built were direct contributors to acquisition value. J.D. Power wasn't just buying the product, they were buying the audience and the authority we'd created in the EV space.