Leads the agency’s digital department; responsible for P&L. Directs, trains, and mentors programmatic traders, paid search and social managers, data analysts, client account managers, designers and developers. Builds processes and platforms for a team with unusual expertise in offline/broadcast to digital media attribution and planning. Pitch process and presentation pro and author of hundreds of highly-detailed, custom statements of work. Key Capabilities: Deep knowledge of retail e-Commerce, search, design/development, CRO and content marketing. Data-centric planning and decision making for programmatic media + connected TV (CTV / OTT), paid search and social campaigns. Understanding and managing relationships with third party tech and media vendors so clients can get the most for their time and money. Runs a mid-eight-figure digital budget for a nine-figure multi-location plus e-Commerce retail business. Has overseen growth of digital budget from 10% of media mix to 40%. Tracks and attributes all digital spend against the most rigorous “offline measurement” schema technically and legally available. Managed a major entertainment brand's first connected TV (CTV) buy to make use of its own first party data. Collaborated with in-house marketing and data teams to onboard audience segments based on prior engagement with brand. Attributed exposure to revenue via website purchases (LiveRamp) and in-app purchases (Kochava). For a national finance brand, spearheaded activation of its extensive direct mail list for re-engagement via programmatic media. Attributed loan starts to ad exposure via LiveRamp study, realizing 4.2x return on ad spend. For another finance client, architected a “closed loop” attribution engine encompassing its entire media mix. Collated data from Google Analytics API (minute-level site traffic) Invoca (phone calls by digital source) Velocify (CRM) Encompass (loan origination) and radio and TV post logs (broadcast media).

Before being promoted to director, was responsible for all agency digital marketing programs with no associated media spend. In first year, generated a new revenue stream of $840,000 for the agency by architecting and executing new campaigns focused on organic search optimization, social media outreach, digital PR, and online reputation management. Clients included: Boston Medical Group, Sit ‘n Sleep Mattress, Nascobal Pharmaceutical, Jackson Hewitt Tax Prep, Crestline Funding, Adrianna’s Insurance and more. Managed two direct reports, seven freelancers, and multiple vendor relationships.Planned and scaled successful Facebook / Twitter outreach programs aimed at early, mid, and late funnel customer segments. Acquired thousands of email subscriptions and drove hundreds of e-Commerce transactions. Implemented local search strategies for two clients with more than two dozen locations apiece. Strategic use of new subdomains (still worked well at that time), aggressive Google local search optimization, proper data feed submissions, and Yelp review acquisition and management yielded thousands of incremental email form submissions and qualified phone calls over 120 seconds. A six-month engagement Increased organic web traffic 41% for an online college, while our CRO efforts doubled inquiries in two months.

Each year, I tutor a handful of extremely bright high school students on their college admission exams. Tutoring is something totally different from digital media and marketing. Teaching these smart-and-motivated students keeps me sharp and helps me manage younger employees. It’s also helped me build a ready-made referral network for recent college graduates and early career professionals. I’ve worked with kids from Harvard Westlake, Archer School, Brentwood, Vistamar, Santa Monica, Palisades, Windward, and Marlborough. Students have gone on to Princeton, Harvard, Stanford, USC, UCLA, and even a few to my alma mater, Washington University. I also train other tutors on standards and practices for translating face-to-face lessons to online-based instruction. It’s very rare I work with a student who doesn’t significantly improve her score over baseline. I treasure grateful emails and phone calls from students and parents. I am most proud of this statistic: For the last five years, about 75% of my Compass students have come to me either by referral from parents I've worked with or by repeat family business (i.e. younger siblings).

Received three promotions over a three-year period at AOL, working specifically for local properties (AOL Local / AOL CityGuide / Digital City).Rose to lead execution on the division’s search marketing (both organic and paid). Took paid search management in-house and increased qualified monthly traffic 275% with the same budget as incumbent agency. Overhauled SEO strategy and reporting from the ground up and led a division-wide SEO education and standards program reaching over 60 managers, editors, and writers. Result: a 179% increase (seasonally adjusted) in SEO traffic from June 2006 to March 2007. Partnered with sales development team (on pitch decks and presentations) to secure 1.5 million in new premium package advertising revenue (From Ford, Honda, and Proctor & Gamble) for AOL CityGuide.Managed 10-editor team in creation and development of “America’s Hottest Bartenders” franchise, resulting in 25-million pageviews in year one and a six-figure premium sponsorship in year two.Lead Blogger for CityGuide’s “Notebook New York,” covered 2004 Republican National Convention in NYC.

www.thelmagazine.com

Received two promotions over a two-year period at SHOOT Magazine, a leading advertising industry trade magazine covering television commercial production in the Ad Week / Brand Week family of Nielsen Co. publications.Quickly rose from editorial assistant to full reporter, responsible for on-deadline production of 5-10 weekly news stories and 1-2 in depth features per week. Interviewed (and learned from) leading operators at ad agencies, production companies, and post-production houses. Promoted again to associate editor for digital thanks to experience in early blogging communities, html savvy, and a keen interest in improving/growing a print-first property’s digital presence.