Responsible for digital advertising performance across Granular's book of business.

I help Granular's clients get the most out of their engagement with our phenomenal team of digital advertising experts.

Lead the digital advertising practice for SeQuel Response, a leading direct response agency based in Minneapolis. SeQuel's digital arm offers paid search, paid social, programmatic, CRO, web analytics and is pioneering true omnichannel with a direct mail foundation with SeQuel Surround.

Responsible for marketing strategy, demand generation, research and analytics for a division within UWEX specializing in online education. Focus efforts and spend on highly measurable tactics and digital marketing channels including paid search, paid social, SEO, content marketing, blogging, social media, device-responsive web design, WordPress microsites, landing pages, A/B testing, email marketing and marketing automation.

Responsible for marketing communications strategy, budget and results for Wisconsin’s leading not-for-profit health insurer. Direct staff of three managers with total staff of twelve. Set strategy and objectives for online and offline marketing communications including: website, SEO, paid search, social media, mobile, traditional advertising, PR, direct mail, product collateral, newsletters, presentation materials, and events. Manage annual budget of more than $3 million. Report to SVP of sales and marketing.-Developed demand generation strategy that created nearly 37,000 leads and an ROI of 8.5 in 2011 for Medicare supplement/Part D and private health insurance products Initiated and managed search engine optimization and paid search (PPC) programs that lifted organic results for strategic keywords into #1 position on Google and created more than 7,000 PPC leads with a progressively decreasing cost per conversion-Created comprehensive direct marketing metrics dashboard used to measure ROI and inform list, offer, creative strategy, and media mix decisions for demand generation campaigns-Authored social media marketing strategy intended to position company for the B2C market opportunity resulting from enactment of the 2014 provisions of the Affordable Care Act-Determined strategy and directed web redesign project aimed at increasing online leads and conversions-Contributed as member of cross-functional product development team with VP and Director-level staff from sales, marketing, actuarial, underwriting, provider relations, and operations

Led creative team responsible for producing advertising, direct mail, product collateral, newsletters, presentation materials, web content, and exhibit displays. Managed budget of more than $1.25 million.-Planned and executed Medicare Part D campaign that enabled WPS to exceed sales goal by more than 400% during the program’s initial enrollment period -Wrote control packages, planned and executed Medicare supplement direct mail campaign that generated more than 100,000 leads and helped WPS become the market leader in Wisconsin -Provided creative direction and wrote copy for B2B print advertising campaignsManaged redesign of all collateral including insurance products, disease management and wellness program materials-Wrote and edited company acquisition, strategic customer transition and crisis communication content-Worked with legal and regulatory departments to ensure compliance with federal and state marketing regulations

Authored and managed the creation of a broad array of multimedia content and sales tools for a healthcare technology firm specializing in cardiovascular image and information management systems. -Wrote white papers and case studies, including ghostwritten articles that appeared in industry trade journals-Created slide decks and multimedia presentations including end-to-end authoring of a CD-based demonstration of the company’s monitoring and procedure recording product for cardiac catheterization labs-Developed comprehensive product collateral package working with freelance writers and graphic designers-Authored sales training materials and technical specifications-Coordinated product photography, including a late night photo shoot at the UW Hospital cardiac cath lab-Managed design and construction of company’s trade show exhibit for use at major cardiology conferences-Placed advertising and managed budgetInterviewed leading cardiologists and wrote press releases to announce major contracts-Planned marketing event at regional heart hospital and major installation site in conjunction with American College of Cardiology conference-Contributed to strategic planning sessions as member of business development team