Key Clients: CenterPoint Energy, Phillips 66, Shell, Home Service Plus, John Moore Services, YMCA of Greater Houston, Service Corp. International, Perry’s Restaurants, Ashlar Development• A core team member that led Shell Rotella Gas Truck brand campaign strategy, guiding consumer research along the way. Identified the tension within our audience that truck owners drive trucks because they are not cars. This aversion to cars helped Shell launch a successful new product category and resulted in sales 237% over target projections.• Spearheaded rebranding efforts for Phillips 66 B2B Customer Communications, which included an audit, qualitative and quantitative research, and a stakeholder workshop. Unlocked a key motivation that resulted in an editorial mission statement and a new messaging strategy.• Developed a new brand platform and positioning to shift the perception of the YMCA of Greater Houston from a gym to a change agent in the community. Led to overhauling communications across touchpoints (website, digital, social, TV), establishing new purpose-led messaging, and redefined targeting and measurement using customer journey mapping. Resulted in the largest ever improvement of key brand metrics, including positive opinion (+11%), youth programs (+4%), awareness (+5%), and Net Promotor Score® (+36%).• Conducted a holistic marketing intelligence project into several business areas that resulted in a focused approach across marketing and sales for CenterPoint Energy Services. The project included data discovery which unlocked five ideal customer profiles, qualitative research that led to the development of three customer personas that impacted messaging strategy, and the incorporation of Account-Based Marketing (ABM) as the go-to-market strategy.

• Stood up the Data Analytics Platform that incorporated digital and traditional media channels to ultimately provide clients with deterministic insights, including path to purchase, impact by device, channel, format, creative effectiveness, and ROI.• Guided internal teams and optimized the existing Home Service Plus media by utilizing models for three high-impact areas: share of wallet, attrition reduction, and new customer prospecting. Delivered a 160% increase in response rate and an 8x increase in ROI across year one.• Maintained a strong working knowledge of emerging trends, technologies, data partners, platforms, and programmatic buying.

• During tenure as director, increased revenue by 144%.• Led and managed the digital media and performance practice that included a cross-functional team of nine.• Served as a digital media subject matter expert providing clients effective thought-leadership and long-term strategic guidance.• Established a multi-million-dollar digital media campaign for Windstream focused on brand awareness and demand generation. Resulted in a 213% YOY increase in qualified leads.• Developed a brand awareness and direct response digital media campaign for Clockwork Home Services that was rolled out to 450+ franchisees. The campaign increased YOY sales by 26%.

Key Clients: Waste Management, Mission Foods, Phillips 66 Aviation, Riviana Foods, Bertolli Olive Oil, Mattress Firm, Daikin, Amegy Bank, Massage Heights• Evaluated, negotiated, and implemented digital media tactics to align with client objectives across search, audio, display, video, mobile, and social.• Led landing page test-and-learn program for Waste Management’s eCommerce program; within three months, decreased cost per sale by 50% and increased ROI by 75%.• Developed an integrated advertising program for Riviana Foods (Minute and Success Rice) that included the following media channels: TV, print, video, display, social media, search, mobile app, coupons, PR, blogger outreach, and in-store. The program increased equivalized unit sales by 8%.• Shifted geography and SEM keyword strategies for Waste Management’s eCommerce campaign for their temporary roll-off product; site visits and new order revenue increased YOY by 136% and 21%, respectively.

• Planned and executed paid search campaigns against strategies developed for Allstate, Nintendo, Midas, Kellogg’s, Sun Microsystems, Continental, and DeVry University.• Established keyword and copy strategies, as well as trafficked, optimized, and reported on 100+ campaigns.• Served as a liaison between agency and clients regarding search engine marketing.

• Responsible for the entire lifecycle of TV and radio buys for multiple mid-size DMAs.• Achieved a 97% posting record.• Selected to represent the Local Activation Group in the agency transition from DDS to MediaBank O | X.• Client point-person for Disney Channel, Sara Lee, and Supercuts.

• Analyzed the shifting trends of TV, radio, and print.