With a focus on acquisition, margin, and subscriber retention, I oversaw all Marketing initiatives across 30+ apps including User Acquisition, Product Growth, CRM, ASO, SEO, and Branding.I directed an org of 40+, owning vision, strategy, and execution of Marketing roadmaps and OKRs to beat ROAS targets. This included overseeing ASO pipelines to improve CTR and install CVRs QoQ, owning the Marketing budget and forecast for the year, and unlocking SEO to grow organic conversions coming through our websites. We also unlocked branding and offline marketing channels, launching the first Linear TV test, tracking impact to organic conversions via uplift analyses.

In addition to leading all Performance Marketing initiatives, I worked closely with the Creative, Product, and Analytics teams on Growth campaign development and testing. This involved leading the strategy for ASO, subscription screen, price, and landing page a/b testing. Overall, these initiatives helped improve our downstream conversion rates, increasing the number of free trials and overall active subscribers.

I was the main lead for all performance marketing initiatives including Google, Meta, Apple Search Ads, Tiktok/Douyin, Pinterest, Snapchat, Toutiao, NativeX, and Liftoff. After defining channel-level marketing goals that aligned with business objectives of attracting high-quality subscribers, I was able to increase marketing spend without a material increase to costs. This allowed the Marketing team to beat business performance margin to boost new subscribers 50%+ YoY.

I was the lead for all digital media activations on the West Coast, using knowledge across various media spaces to identify business opportunities and solutions to continue to meet client needs. This led to creating full-funnel marketing approaches for multiple different apps & clients, including making strategic recommendations to effectively market to different target audiences.In addition to scaling performance marketing channels (via ad networks, search, social), I also worked with various 3rd party vendors and partners to make branding associated media channels trackable to the end conversion through multi-touch attribution.

As a Supervisor, I managed a team of 6 (both remotely and in-office) to successfully hit client KPIs through mobile-app-install campaigns. I worked to increase yearly media budgets for a Fortune 50 company by over 270%, proving mobile is a successful channel to improve client ROI.

I led the day-to-day management and acted as final voice and decision-maker in running $2MM+ monthly marketing campaigns on both mobile and desktop. Marketing campaigns included paid social, display, and affiliate campaigns for Fortune 500 companies. I also managed client relationships throughout campaign lifecycle and acted as a senior voice for influencing client media strategy.

As the sole Media Operations Manager at the company, I built a “Capacity” Model forecasting overall resourcing to new clients and current teams, working directly with the VP of Media to give business decisions on client capacity. I would lead communication between Analysts and Executive team to determine sustainability of clients per team and defined, created, and implemented employee promotions process.

After getting promoted, I was the day-to-day client contact - leading the gaming specific vertical, running digital ad campaigns in over 80 countries. We worked with the clients to focus on mobile app installs and high-quality user targeting to achieve a positive downstream ROI (purchases, revenue, time spend in-app, etc.).Through this, I created a list of best Paid Social practices to be used across the Media Org, worked with the team to expedite processes, and taught new hire training sessions.

I managed, analyzed, and optimized Paid Social campaigns with a focus on data-driven tactics. With the clients, mostly focused on gaming and higher-education, we built nuanced strategies focusing on long-term engagement and customized creative assets.I worked with different Ad Servers, Web Analytics, and Data Management Platforms to provide analysis, QA of data, recommendations & thought leadership in alignment with client’s business goals and strategy.

As an intern I worked in Ariba SAP, data mining and providing analytical and administrative support to the Global Procurement team. Through this, I created presentations through analytical information, graphics and design to update various management audiences.

I wrote content and copy for the company website; developing email marketing blasts to clients. I worked within Hubspot to ensure contact quality and track website visitors. I also launched the company's first Meta advertising campaigns to drive users to sign up for premium content on the website, and focused on SEO to improve the visibility of the website organically.

I Planned and managed social media content through Spredfast for Carolina Dining Services working to increase sales of meal plan packages. I also gave weekly presentations in front of 300 incoming parents and students on meal plans to increase sales, selling over 3,000 meal plans to incoming first years in one summer.

Performed market research, customer service, prepared customer documents, accounting, and general administrative services to increase clientele for Interway.

Helped found and organize a committee of high school students to create a fundraiser to benefit Kaiya Barber, a teacher's daughter, in overcoming the effects of Cerebral Palsy. Raised over $19,000 to help pay for the expensive medical bills.