Arielle picked up product marketing on the job at Google, where she helped grow Gmail in its early days. At Square, she was one of the first marketers who led the launch of new hardware products and distributed them though >30k retail doors. She then joined a seed stage startup called Cover which hit >1M users in a matter of months before being snapped up by Twitter.

Since then, she's worked with hundreds of early stage companies — including Patreon, Loom, Front, Bowery, eero, and even Maven — on their foundational messaging. Now, she's turned the brand strategy work she does at First Round Capital and through her own consulting practice into a cohort-based course. Arielle has a masters in psychology and is more interested in what makes people tick than in attribution modeling.