PropTech / Vertical SaaS · HappyCo
Building the brand, marketing engine, and operating system for a vertical SaaS scale-up.
At HappyCo, I helped reposition the company across multiple stages of growth — from a niche inspections app to a broader enterprise platform for multifamily maintenance, asset management, and operations.
Over 8.5 years, I built the marketing function from the ground up, led brand and product marketing, launched customer advocacy, created the first inaugural and annual customer summits, built field and event programs, and later served as COO, helping scale the company 20× ARR and from 15 to 200+ employees over my tenure.
The work
- Brand strategy
- Product positioning & messaging
- GTM strategy
- Website strategy, architecture, and content
- Customer advisory board (CAB)
- Customer story library
- Customer summits
- Field marketing & events
- ABM & sales enablement
- Content marketing, SEO, SEM
- Companywide OKRs and operating cadence
- Executive planning, team management, and board narratives
Selected outcomes
- Scaled 20× ARR over tenure
- Marketing function built from scratch
- 10 top Multifamily executives on the Customer Advisory Board
- Multiple product and website launches
- Flagship customer summits attracting 200+ attendees
- Tens of millions in annual event pipeline
- Content marketing driving top 1–3 rankings in SERPs
- Companywide OKRs driving 124% revenue growth over 3 years
In their words
I worked closely with Jennifer for almost a decade at HappyCo, including on the launch of the Asset Management product suite. It was a large and complex platform that covered the entire lifecycle of an asset from acquisition through disposition, with many personas and workflows involved. Jen was the one who shaped the product story and made it clear, compelling and actionable.
Dheer Gupta Co-founder, SkipUp (former VP Product, HappyCo) My cofounder and I hired Jennifer as HappyCo's first marketing leader and VP Marketing. She built all the marketing foundations and team from scratch — brand, positioning, demand engine, customer marketing. We went from fumbling about to knowing what we were doing in a matter of weeks.
She raised the bar for all of our executives. While working with Jennifer for almost a decade she proved herself over and over to be a very capable executive with the highest standards and the keenest eye for detail.
Andrew Mackross Founder, HappyCo (former CTO & COO) As CMO, she launched our highly successful field marketing strategy, ABM initiatives, and built our annual 200-person customer summit — efforts that helped fuel the sales team to five record-breaking quarters, the strongest in the company's twelve-year history.
Michael Raab VP Sales, Boulevard (former VP Revenue, HappyCo)