My Resumé

Marketing Leadership • Brand Strategy • eCommerce • Product Management • Digital Marketing

AUDIENCES: B2B, B2C, B2B2C
INDUSTRIES: CPG • SAAS • Agency • Healthcare • Nonprofit • Entertainment • Events
CATEGORIES: Apparel • Automotive • Beauty • Home • Jewelry • Tools

Download Resume

Chandy Group

Director of Marketing

Feb 2024 - Nov 2024

A boutique marketing and events agency amplifying the voices of women authors and speakers.

Through long term product offerings and short term campaigns, we help our clients generate sustainable income, enabling them to focus on creating powerful, impactful content.

HIGHLIGHTS

Brand & Performance Marketing

  • Directed marketing strategies for author/speakers with 1.5M–3M followers, driving growth across affiliate partnerships, courses, podcasts, subscriptions, events, merchandise, and book sales
  • Led strategy for 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)
  • Managed Amazon Prime Day campaigns averaging $250K in tracked revenue
  • 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

  • Conducted P&L audit to optimize cost of goods, labor allocation, MarTech, and advertising
  • 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

Consulting (Confidential Client)

Director of Marketing

Nov 2023 - Feb 2024

Advised one of the fastest-growing law firms in SC on strategy to grow from $11M to $23M.

HIGHLIGHTS

  • Implement strategy framework across Marketing, HR, Intake, Data, Legal and Ops to create a collaborative, transparent, and prioritized roadmap
  • Drove campaign strategy for $3.8M budget across Google Search and Local Service Ads, OTT/CTV, Display, Social PPC, and OOH
  • 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
  • Refreshed brand identity to celebrate the firm's 20th anniversary, positioning for future growth and competitive differentiation
  • Secured new SEO/web agency, and equipped all agencies to deliver against the marketing strategy

A Season of Rest & Resetting

I will always be grateful for the weeks of PTO from Thistle Farms and the security of contract opportunities that enabled me to take a restorative 8-week sabbatical before beginning the next chapter of my career.

Thistle Farms

Sr. Director of Marketing

Aug 2019 - Sept 2023

A Nashville-based, globally minded nonprofit serving women survivors of trafficking and exploitation. The social enterprises create meaningful employment for survivors and fund the 2-year residential program.

Thistle Farms Projects

HIGHLIGHTS

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 $1.2 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 

BRAND MARKETING

  • 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

ECOMMERCE & LEAD GENERATION
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

PRODUCT LEADERSHIP
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

CUSTOMER EXPERIENCE

  • 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

DELK

Director of Marketing + eCommerce

Sep 2016 - Aug 2019 

DELK distributes 6 brands in 11 countries and on 4 continents.

I launched the organization's eCommerce sales channels, while supporting the $20M organization with branding, marketing, digital strategy, PR and packaging.

I held two roles during my 3 years with the organization.

MYCHANIC Launch

HIGHLIGHTS

BRAND MARKETING
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%
  • 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

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

RETAIL / WHOLESALE SUPPORT
Supported sell-through at QVC, Target, 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

PRODUCT LEADERSHIP

  • 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

CUSTOMER EXPERIENCE

  • 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

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

HealthStream

Marketing Manager, Digital

Jul 2015 - Sep 2016

Advancing healthcare through innovative education and services.

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

H. D. Smith

Marketing Manager

Aug 2009 - Jul 2015

Serving independent pharmacies with pharmaceutical distribution and business programs.

  • Pharmaceuticals
  • Over the Counter
  • Home Healthcare

I held 4 roles over the 6 years.

HIGHLIGHTS

BRAND & LEAD GENERATION 

  • Primary steward of the digital presence for H. D. Smith, 4 subsidiaries and 2 programs
  • 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
  • Drove B2B leads through the company's digital assets including websites, social media, email marketing, retargeting, marketing automation, and tradeshows
  • Implemented SalesForce CRM and Pardot marketing automation

PRODUCT MANAGEMENT & MARKETING 

  • 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

Education & Certifications

  • Illinois State University
    Normal, IL

    BS: Public Relations

    Minor: Business

  • Certified Scrum Product Owner

  • NOVANCIA University
    Paris, France

    Global Branding, International Marketing, International Business

  • Lincoln Christian College
    Lincoln, IL