HIGHLIGHTS
STRATEGIC PLANNING
PRODUCT
MARKETING OPERATIONS
HIGHLIGHTS
- Launched 6 websites on Shopify, optimizing for SEO, conversion, upselling, and lead generation
- Relaunched 11 digital products - driving 3x revenue with same ad spend via improved landing pages, positioning, and ad strategy
- Directed marketing strategies for author/speakers with 1.5M–3M followers, driving growth across affiliate partnerships, courses, podcasts, subscriptions, events, merchandise, and book sales
- Drove campaign strategy for $3.8M budget across Google Search and Local Service Ads, OTT/CTV, Display, Social PPC, and OOH
- Oversaw PPC campaigns with up to $250K monthly spend - averaging 3:1 ROAS for new audiences and 6:1 ROAS for bottom of funnel campaigns
- Promoted a 6-city book tour resulting in 20K tickets sold, 5K+ virtual event attendees, and achieving NYT Best Seller status for the author - improved conversion by 55% by optimizing assets, messaging, and landing pages
- Supported a podcast relaunch - resulting in 20% increase in downloads (220K/mo average downloads)
HIGHLIGHTS
- Launched 6 websites on Shopify, optimizing for SEO, conversion, upselling, and lead generation
- Relaunched 11 digital products - driving 3x revenue with same ad spend via improved landing pages, positioning, and ad strategy
- Directed marketing strategies for author/speakers with 1.5M–3M followers, driving growth across affiliate partnerships, courses, podcasts, subscriptions, events, merchandise, and book sales
- Drove campaign strategy for $3.8M budget across Google Search and Local Service Ads, OTT/CTV, Display, Social PPC, and OOH
- Oversaw PPC campaigns with up to $250K monthly spend - averaging 3:1 ROAS for new audiences and 6:1 ROAS for bottom of funnel campaigns
- Promoted a 6-city book tour resulting in 20K tickets sold, 5K+ virtual event attendees, and achieving NYT Best Seller status for the author - improved conversion by 55% by optimizing assets, messaging, and landing pages
- Supported a podcast relaunch - resulting in 20% increase in downloads (220K/mo average downloads)
STRATEGIC PLANNING
- Implement strategy framework across Marketing, HR, Intake, Data, Legal and Ops to create a collaborative, transparent, and prioritized roadmap
STRATEGIC PLANNING
- Implement strategy framework across Marketing, HR, Intake, Data, Legal and Ops to create a collaborative, transparent, and prioritized roadmap
PRODUCT
- Relaunched a portfolio of 11 digital courses with new software, improved messaging, and optimized landing pages - successfully marketed to new audiences with an average 3:1 ROAS
PRODUCT
- Relaunched a portfolio of 11 digital courses with new software, improved messaging, and optimized landing pages - successfully marketed to new audiences with an average 3:1 ROAS
MARKETING OPERATIONS
- Implemented MarTech strategy with $45K annual savings - streamlined payment gateways, consolidated member content access, and improved data insights
- Drove Marketing efficiency through staffing strategy, KPIs, SOPs, and project management system to support agency and client growth
- Benchmarked CPL, CPQL, and CAC across 4 markets and 10 practice areas to plot market expansion with maximum marketing spend efficiency
- Established robust attribution tracking for paid and organic channels, delivering clean, real-time data insights to optimize ad performance
MARKETING OPERATIONS
- Implemented MarTech strategy with $45K annual savings - streamlined payment gateways, consolidated member content access, and improved data insights
- Drove Marketing efficiency through staffing strategy, KPIs, SOPs, and project management system to support agency and client growth
- Benchmarked CPL, CPQL, and CAC across 4 markets and 10 practice areas to plot market expansion with maximum marketing spend efficiency
- Established robust attribution tracking for paid and organic channels, delivering clean, real-time data insights to optimize ad performance
HIGHLIGHTS
ECOM
LEADERSHIP
PRODUCT
BRAND
CX
HIGHLIGHTS
- Grew by 197% over 4 years • scaled marketing team from 4 to 11 to support the growth
- Secured 100+ PR activations annually, including Today Show, ABC, Kelly Clarkson Show, PBS, Forbes, CNN, and The New York Times
- Steward of 4 websites, including 2 Shopify Plus sites and Amazon
- +63% DTC revenue growth in first 12 months
- +44% site traffic via SEO, campaigns, and social strategy
- +37% conversion through landing pages, assets, storytelling, and A/B tests
- Managed a complex database of Customers, Donors, and Volunteers
- Achieved 33% return customer rate (32% growth) through segmentation, personalization, and nurture campaigns across email, PPC, social, and direct mail
- Managed a portfolio of 100 evergreen and ~400 seasonal products
- Repositioned products through a rebrand that increased revenue 25-66% per SKU
HIGHLIGHTS
- Grew by 197% over 4 years • scaled marketing team from 4 to 11 to support the growth
- Secured 100+ PR activations annually, including Today Show, ABC, Kelly Clarkson Show, PBS, Forbes, CNN, and The New York Times
- Steward of 4 websites, including 2 Shopify Plus sites and Amazon
- +63% DTC revenue growth in first 12 months
- +44% site traffic via SEO, campaigns, and social strategy
- +37% conversion through landing pages, assets, storytelling, and A/B tests
- Managed a complex database of Customers, Donors, and Volunteers
- Achieved 33% return customer rate (32% growth) through segmentation, personalization, and nurture campaigns across email, PPC, social, and direct mail
- Managed a portfolio of 100 evergreen and ~400 seasonal products
- Repositioned products through a rebrand that increased revenue 25-66% per SKU
ECOM
Steward of 4 websites, including 2 Shopify Plus sites.
- +63% DTC eCom growth in first 12 months
- +44% site traffic via SEO, campaigns, and content strategy
- +37% conversion through merchandising, assets, storytelling, and A/B tests
- +32% return customer rate through storytelling, personalization, and loyalty campaigns
- +71% wholesale eCom growth through site strategy, packages/PDQs, collateral, and campaigns
ECOM
Steward of 4 websites, including 2 Shopify Plus sites.
- +63% DTC eCom growth in first 12 months
- +44% site traffic via SEO, campaigns, and content strategy
- +37% conversion through merchandising, assets, storytelling, and A/B tests
- +32% return customer rate through storytelling, personalization, and loyalty campaigns
- +71% wholesale eCom growth through site strategy, packages/PDQs, collateral, and campaigns
LEADERSHIP
- Supported the growth of the organization from $6.8M to $13.4M in 4 years
- Collaboratively built annual strategic plans, budgets, and capacity calendars to ensure Marketing was equipped to support the growth/revenue goals across the organization's 11 business units
- Scaled team from 4 to 9 positions by positioning the department as an internal agency
- Allocated $1.2M marketing budget across business units with transparency and accountability
- Conveyed brand and department marketing analytics to executive and business unit leadership, translating data into actionable insights
LEADERSHIP
- Supported the growth of the organization from $6.8M to $13.4M in 4 years
- Collaboratively built annual strategic plans, budgets, and capacity calendars to ensure Marketing was equipped to support the growth/revenue goals across the organization's 11 business units
- Scaled team from 4 to 9 positions by positioning the department as an internal agency
- Allocated $1.2M marketing budget across business units with transparency and accountability
- Conveyed brand and department marketing analytics to executive and business unit leadership, translating data into actionable insights
PRODUCT
Managed a portfolio of 100 evergreen and 400 seasonal products.
- +25-66% revenue increase per sku through packaging rebrand that elevated, right sized, and right priced each sku
- Used market insights to guide product development within the capabilities of our missional workforce
- Relaunched essential oil line leading to a 79% increase in category revenue
- Launched a line of CBD products with 85% margin
PRODUCT
Managed a portfolio of 100 evergreen and 400 seasonal products.
- +25-66% revenue increase per sku through packaging rebrand that elevated, right sized, and right priced each sku
- Used market insights to guide product development within the capabilities of our missional workforce
- Relaunched essential oil line leading to a 79% increase in category revenue
- Launched a line of CBD products with 85% margin
BRAND
- Deployed omnichannel campaigns to drive awareness of our mission and social enterprises
- Maximized $70-125K ad budget through donated advertising, brand partnerships, and influencer collaborations including Brandi Carlile, Katie Couric, John Prine, Brahmin, and Jon Acuff
- Secured 100+ PR activations each year, including The Today Show, Kelly Clarkson Show, PBS News Hour, Forbes, CNN, and The New York Times
- Managed a complex database of Customers, Donors, Volunteers, and Advocates to nurture cross-channel engagement and revenue growth
- Launched a customer focus group for product, messaging, and rebrand feedback
- Supported marketing for Thistle Farms founder, Becca Stevens, including a book launch, speaker booking, and events
BRAND
- Deployed omnichannel campaigns to drive awareness of our mission and social enterprises
- Maximized $70-125K ad budget through donated advertising, brand partnerships, and influencer collaborations including Brandi Carlile, Katie Couric, John Prine, Brahmin, and Jon Acuff
- Secured 100+ PR activations each year, including The Today Show, Kelly Clarkson Show, PBS News Hour, Forbes, CNN, and The New York Times
- Managed a complex database of Customers, Donors, Volunteers, and Advocates to nurture cross-channel engagement and revenue growth
- Launched a customer focus group for product, messaging, and rebrand feedback
- Supported marketing for Thistle Farms founder, Becca Stevens, including a book launch, speaker booking, and events
CX
- Scaled support team to better serve customers and program applicants
- Implemented call routing, chat, and a knowledgebase to improve support access
- Applied insights from support tickets to proactively anticipate questions and provide an optimal brand experience
CX
- Scaled support team to better serve customers and program applicants
- Implemented call routing, chat, and a knowledgebase to improve support access
- Applied insights from support tickets to proactively anticipate questions and provide an optimal brand experience
HIGHLIGHTS
ECOM
LEADERSHIP
PRODUCT
BRAND
CX
HIGHLIGHTS
- Supported 1 marquee seasonal brand, 1 new brand, and 4 white label brands
- Strategized multi-channel campaigns across OTT/CTV, PR, PPC, influencers, events, print, and TV show integrations
- Launched a new automotive tool brand, developing a comprehensive go-to-market strategy, including positioning, creative development, and campaign execution - $1M campaign resulted in 130MM+ impressions, 3:1 marketing efficiency ratio, and 8:1 ROAS on PPC
- Orchestrated viral influencer campaign – 7.4M views in 5 days – exceeding annual revenue goal by +38%
HIGHLIGHTS
- Supported 1 marquee seasonal brand, 1 new brand, and 4 white label brands
- Strategized multi-channel campaigns across OTT/CTV, PR, PPC, influencers, events, print, and TV show integrations
- Launched a new automotive tool brand, developing a comprehensive go-to-market strategy, including positioning, creative development, and campaign execution - $1M campaign resulted in 130MM+ impressions, 3:1 marketing efficiency ratio, and 8:1 ROAS on PPC
- Orchestrated viral influencer campaign – 7.4M views in 5 days – exceeding annual revenue goal by +38%
ECOM
eCOMMERCE
- Launched DTC eCommerce through 3 sites and Amazon – $2.8M annual revenue within 3 years while navigating wholesale relationship guardrails
- Marquis brand was a winter windshield cover with a 6-week peak season - 85% of DTC revenue came in from Nov 1 - Dec 20, requiring intensive planning and stewardship of a $500K campaign
- Implemented 3PL partner when eCom volume exceeded in-house capacity
ECOM
eCOMMERCE
- Launched DTC eCommerce through 3 sites and Amazon – $2.8M annual revenue within 3 years while navigating wholesale relationship guardrails
- Marquis brand was a winter windshield cover with a 6-week peak season - 85% of DTC revenue came in from Nov 1 - Dec 20, requiring intensive planning and stewardship of a $500K campaign
- Implemented 3PL partner when eCom volume exceeded in-house capacity
LEADERSHIP
- Grew from a department of 1 (myself) to 6 roles
- Rolled out of the organization's mission statement and values via an internal campaign, annual review template, bonus structure, and physical space installations
- Implemented a talent management tool for hiring, coaching, and conflict resolution
LEADERSHIP
- Grew from a department of 1 (myself) to 6 roles
- Rolled out of the organization's mission statement and values via an internal campaign, annual review template, bonus structure, and physical space installations
- Implemented a talent management tool for hiring, coaching, and conflict resolution
PRODUCT
- Created mobile app to drive customer engagement through weather notifications, eCom, support, and user-generated content submissions
- Collaborated with engineers on an eCom-first product that shot to Amazon category Top 10 within 4 weeks of launch
- Advised product team with competitive data, product comparisons, and market research
- Relayed the voice of the customer through beta tests, surveys, and customer service
PRODUCT
- Created mobile app to drive customer engagement through weather notifications, eCom, support, and user-generated content submissions
- Collaborated with engineers on an eCom-first product that shot to Amazon category Top 10 within 4 weeks of launch
- Advised product team with competitive data, product comparisons, and market research
- Relayed the voice of the customer through beta tests, surveys, and customer service
BRAND
- Ensured a consistent brand and product narrative through collateral, product training, scripts, decks, and FAQs
- Leveraged CRM / email marketing to nurture loyalty and lifetime value (18% open rate + 25% click through rate)
- Steward of Digital Asset Management for 100 SKUs with an average of 15 launches per year
- Produced photo and video shoots with budgets from $5,000-$40,000
Supported $20M in revenue through Walmart, Costco, The Shopping Channel, Tractor Supply, Ace Hardware, Auto Zone, and other retailers through:
- eCommerce marketplace optimization
- Programmatic digital marketing campaigns
- In-store activations, PDQs, packaging
- Tradeshow presence, collateral, and booth traffic
BRAND
- Ensured a consistent brand and product narrative through collateral, product training, scripts, decks, and FAQs
- Leveraged CRM / email marketing to nurture loyalty and lifetime value (18% open rate + 25% click through rate)
- Steward of Digital Asset Management for 100 SKUs with an average of 15 launches per year
- Produced photo and video shoots with budgets from $5,000-$40,000
Supported $20M in revenue through Walmart, Costco, The Shopping Channel, Tractor Supply, Ace Hardware, Auto Zone, and other retailers through:
- eCommerce marketplace optimization
- Programmatic digital marketing campaigns
- In-store activations, PDQs, packaging
- Tradeshow presence, collateral, and booth traffic
CX
- Oversaw external call center, before bringing in-house to improve customer experience and reporting
- Decreased tickets by 65% through policies, training, automations, and site content
CX
- Oversaw external call center, before bringing in-house to improve customer experience and reporting
- Decreased tickets by 65% through policies, training, automations, and site content
HIGHLIGHTS
HIGHLIGHTS
- Drove web strategy for A/B test that resulted in a 65% decrease in site search and 220% increase in B2B leads
- Oversaw a complete relaunch of the website to apply A/B test results
- Rewrote 50 product pages to replace internal vernacular with customer centric, SEO-optimized keywords
- Implemented a social strategy that resulted in +300% engagement and +134% followers in the first 90 days
- Managed $250,000 budget for SEO, SEM, PPC and asset management
- Documented the customer journey across 7 product verticals -- mapped assets and built roadmap to address gaps across our lead funnels
HIGHLIGHTS
- Drove web strategy for A/B test that resulted in a 65% decrease in site search and 220% increase in B2B leads
- Oversaw a complete relaunch of the website to apply A/B test results
- Rewrote 50 product pages to replace internal vernacular with customer centric, SEO-optimized keywords
- Implemented a social strategy that resulted in +300% engagement and +134% followers in the first 90 days
- Managed $250,000 budget for SEO, SEM, PPC and asset management
- Documented the customer journey across 7 product verticals -- mapped assets and built roadmap to address gaps across our lead funnels
HIGHLIGHTS
LEADERSHIP
PRODUCT
EVENT MANAGEMENT
HIGHLIGHTS
- Primary steward of the digital presence for H. D. Smith and 2 subsidiaries
- Drove B2B leads through web, social, email, retargeting, marketing automation, and tradeshows
- Implemented SalesForce CRM and Pardot marketing automation
- Managed 5 programs to improve the operations and marketing of independent pharmacies
- Created “ePresence,” a turnkey website, eCommerce, prescription refill, social media, and email marketing program - a $220,000 investment
HIGHLIGHTS
- Primary steward of the digital presence for H. D. Smith and 2 subsidiaries
- Drove B2B leads through web, social, email, retargeting, marketing automation, and tradeshows
- Implemented SalesForce CRM and Pardot marketing automation
- Managed 5 programs to improve the operations and marketing of independent pharmacies
- Created “ePresence,” a turnkey website, eCommerce, prescription refill, social media, and email marketing program - a $220,000 investment
LEADERSHIP
- Held a leadership position in customer advisory boards, IT steering committee, and sales focus group to curate insights for messaging, product development, and service improvement
LEADERSHIP
- Held a leadership position in customer advisory boards, IT steering committee, and sales focus group to curate insights for messaging, product development, and service improvement
PRODUCT
- Managed 5 programs designed to improve the operations and marketing of independent pharmacies
- Managed the P&L, sales training, and marketing campaigns for each product
- Created “ePresence,” a turnkey website, eCommerce, prescription refill, social media, and email marketing program - a $220,000 investment
- Revamped retail promotion program - resulting in increased retention
PRODUCT
- Managed 5 programs designed to improve the operations and marketing of independent pharmacies
- Managed the P&L, sales training, and marketing campaigns for each product
- Created “ePresence,” a turnkey website, eCommerce, prescription refill, social media, and email marketing program - a $220,000 investment
- Revamped retail promotion program - resulting in increased retention
EVENT MANAGEMENT
- Coordinated a 4-track, 300-attendee conference, including a tradeshow, 1:1 appointments, awards banquet, and 20 breakouts
- Managed tradeshow calendar and support for 20 national tradeshows, while supporting the tradeshow booths, collateral, and booth traffic for 30 regional events
EVENT MANAGEMENT
- Coordinated a 4-track, 300-attendee conference, including a tradeshow, 1:1 appointments, awards banquet, and 20 breakouts
- Managed tradeshow calendar and support for 20 national tradeshows, while supporting the tradeshow booths, collateral, and booth traffic for 30 regional events
A Few of My Favorite Tools
Education & Certifications
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Normal, IL
BS: Public Relations
Minor: Business -
Certified Scrum Product Owner
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Paris, FR
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Lincoln, IL
