👋🏻 Hi there! I'm

Colleen Wormsley

I'm a marketing leader with 10+ years of experience in creating impactful, full funnel marketing strategies, with a focus on mobile apps and consumer subscription businesses.I currently lead product marketing for New York Times Games—the team behind Wordle, Connections and The Crossword.Prior to The New York Times, I spent 6 years leading marketing for the self-care startup Shine. As the first full-time hire, I oversaw all marketing initiatives, growing revenue from $0 to $2.6M ARR, ultimately leading to Shine’s acquisition by Headspace Health.I'm currently open to freelance, short-term projects for a select number of clients.

• Let's work together

App Positioning

I led the updated positioning of The New York Times Games app, as the product evolved from a hub for crossword puzzles to a destination for users to play their favorite word, logic, and visual games.As a part of the updated app positioning, I led the GTM strategy to drive adoption and engagement of new games added to the NYT Games app including Sudoku, Tiles, and Letter Boxed.As a result, each of these games saw +60% increase in DAU after each launch.

Connections GTM

Additionally, I led the GTM for the New York Times' newest hit game, Connections. After the game was in beta for two months, I worked cross-functionally with the product, editorial, creative, media, and comms teams on an integrated full funnel launch plan to announce that the game was now included in the New York Times Games app.As a result, the Connections launch was covered by CNN and the Today Show, featured in both the App Store and Google Play, and broke #20 in the App Store rankings—its highest ranking ever.Weeks after launch, Connections reached 10M players enjoying the game each week.

Shine

As the Director of Marketing at Shine, I led all earned, owned, and paid marketing efforts across the funnel for the Shine's suite of products including user acquisition, product marketing, lifecycle marketing, PR, partnerships, price testing, and retention initiatives.A few things I'm proud of during my time at Shine:I grew Shine’s free daily chatbot, “Shine Text” across SMS, Facebook Messenger, and Kik from 100,000 users to over 2 million users, in 2 years, using predominantly organic strategies.Launched and scaled the Shine’s B2C freemium subscription app to 2.3 million downloads. The Shine app was named the App Store's Best of 2018 and 2020 and won a Google Play Award in 2019.Secured six-figure brand partnership deals and managed partnerships end to end with brands like McDonald’s, Grubhub, and the Plenty of Fish dating app.Created the initial MVP experiment for Shine’s B2B corporate wellness offering. As a result of the pilot, Shine's founders hired a team to scale out the program which attracted over 70 clients.