Go-getter, self-starter, problem solver

"You miss 100% of the shots you don't take" - Wayne Gretzky

    • Spearheaded development of the Brand Advertising team to deliver cross-channel campaigns (Display, Video, Social, CTV, Sponsorships) for customer acquisition and increased site visits, resulting in +615% users reached, +577% impressions and +24% visits YoY.

      • Key projects:

        • Partnered with Extra TV on a 3 segment sponsorship that delivered 17MM impressions during the 2023 Holidays on air and on their website. It was a new opportunity to tap into a new audience to show them the products available at HSN. It was a cross-functional partnership with the mechandising and HSN hosts to pick the right products for the platform and educate the hosts on story telling and messaging.

        • Led the weeklong sponsorship on Wheel of Fortune that provided multi-platform awareness of HSN on air (8M viewers), on their website (4.7M impressions) , email newsletters (14.5M impressions), and their social media (168K views). It was a major cross-collaboration between creative, mechandising, on-air programming and e-commerce to provide Wheel of Fortune with the connect and internal teams to create a cohesive experience for watchers who tune into HSN or visit our site.

    • Led Paid Social strategy to drive sales by developing creative briefs with ad best practices and optimizing campaigns and target audiences, resulting in +33% revenue ($5M) and +87% new customers YoY.

      • Launched Shops on Tiktok, a first to market enterprise retailer on the platform.

    • Improved workflow efficiency by identifying skill gaps, increasing productivity by 25% and extending campaign planning lead time from 1 week to 8 weeks.

    • Led performance and strategy presentations to executive leadership to build trust and gain buy-in for increased marketing budget, resulting in 110% more from 2024 to 2025

    • Managed agency relationships and budget oversight, leading the RFP process, negotiating scopes of work, and ensuring execution aligned with business objectives and timelines.

    • Mentored and developed a team of four, fostering a culture of accountability, innovation, and professional growth.

    • Owned the client relationship for the agency’s largest account, overseeing a $30M advertising budget and delivering a 174% YoY increase in ROAS through strategic optimizations and audience segmentation.

    • Acted as a trusted advisor to clients, translating business objectives into data-driven marketing plans from insight on digital trends and consumer insights.

    • Drove financial health of the account, forecasting profitability, tracking budgets, and identifying business development opportunities.

    • Championed new business growth, crafting campaign proposals, RFP responses, and strategic recommendations that secured increased investment of an additional $900K annually.

    • Developed pitch materials and presented Code’s agency services and value proposition to potential new business.

    • Led a team of 11, ensuring smooth collaboration, maximizing staff utilization, and streamlining workflows to improve client satisfaction and retention.

    • Led integrated marketing strategy and execution for a portfolio of clients managing over $10M+ annually in advertising spend with a team of three.

      • Key accounts: Hardee’s/Carl’s Jr., Dr. Pepper, Hershey’s, H&M, Canon, The Real Cost.

    • Managed cross-functional teams across digital, social, TV, and radio, ensuring all campaigns were aligned with brand strategy and performance goals.

    • Developed data-driven insights to optimize campaign effectiveness, providing strategic recommendations that improved client ROI.

    • Created thought leadership content on social strategy and developed tailored media recommendations to enhance client marketing strategies.

  • Formerly Experian Marketing Services

    • Maintained client relationships and executed day-to-day email marketing campaigns for a portfolio of Fortune 500 clients.

      • Key accounts: Estee Lauder and Nestle

    • Oversaw implementation of campaigns on CheetahMail Marketing Suite that included CRM lifecycle journeys, acquisition, retention, reactivation and e-mail trigger campaigns.

    • Supported loyalty programs and audience segmentation testing to further optimize and drive customer engagement.

  • Formerly Bayshore Solutions

    • Designed and executed digital marketing strategies to drive lead generation and brand visibility for a client portfolio of small to mid-sized businesses.

    • Established social media content development and social advertising as new agency services to main offerings of SEO, Paid Search and website development.

      • Key project: Partnered with JC Newman cigars to create Facebook Events and social media posts to build awareness and attendance of their Cigar-B-Que event in multiple cities.

    • Managed content strategy and editorial calendars, ensuring brand messaging remained consistent and engaging across digital platforms.

      • Key clients:

        • JC Newman: Managed the social media account for 2 of their brands, Diamond Crown and Brickhouse

        • FIS: Managed the LinkedIn accounts for 3 senior executives and wrote payments thought leadership articles on their behalf.

Developed commercials to promote the HSN brand to new customers to generate awareness and relevancy.

To promote HSN’s holiday assortment, I launched a partnership with Extra TV. It was a 3 part segment that aired during Q4 2023.

At Reprise while managing the brand campaign for Hardee’s, I launched a partnership with WWE to promote the return of the Original Roast Beef Sandwich.