I serve USA Football's executive team and a department of over 30 governing body leaders who are researching, building, promoting and selling football products, memberships, tools and resources to coaches, administrators, athletes and more. We are focused on delivering an exceptional brand and product experience while driving growth for the game and our organization.

In my time at USA Football, I've had the privilege to serve on the leadership team and a variety of departments, including marketing, sales, social, PR, creative, brand, consulting and sponsor activation. I currently serve our Consulting, Sales, Membership and Product Marketing divisions. We look to deliver a terrific experience while USA Football leads, strengthens and grows the game as the sport's governing body.

I served our amazing product marketing, brand and consulting sales teams. I was also the product owner role of a cross-department Content Product team during the pandemic that created 50+ resources (webinar, creative assets, social, video) that earned millions of brand engagements over 5 months.

I focused on the marketing efforts of our coaching oriented products, programs and events through all marketing channels. I also served as the Product Owner for our online and in-person system products and clinics experiences, which included 6 product launches during the period.

I managed our digital marketing initiatives, with a focus on email marketing (Salesforce Marketing Cloud/ExactTarget), pay-per-click (Google Adwords, Facebook Advertising, Doubleclick, Remarketing), conversion rate optimization and technical SEO. This included everything from digital campaign scheduling, email team member task management, to the execution of campaign elements. I also directly managed email contractors and our pay-per-click vendors.I built out many of our customer journeys -- identifying how the prospect enters the site through various channels and what their best conversion path would be. This extends to workflows and how leads are passed from marketing to other areas of the business (i.e. sales).Finally, I served on some product teams, specifically for football coaching related products that we offer at the middle and high school levels.

Led a hard-working and performance focused marketing team, overseeing strategies and tactics that boosted lead generation and trial sign ups through inbound and outbound marketing channels. • Promoted to Marketing Manager in 2016, leading a 3 person marketing team and serving on SmartFile's leadership team• Oversaw 6 figure marketing budget, including expense monitoring and new spend planning• Created over 60 blog posts, 7 white papers and approximately 35 landing pages for SEO, SEM and other channel traffic• Collaborated closely with all members of the sales team to help develop a strong and positive marketing and sales relationship• Oversaw and built content that earned direct links and mentions from Lifehacker, NetworkWorld, CIO.com and more• Set A/B testing strategies on key pages of the website, lifting individual conversion rates as much as 146% (95% confidence)• Developed Hubspot workflows for leads and trials, including testing multiple email series to measure total conversion rate• Implemented new tools for marketing, including negotiating a 14% discount on a 5-figure contract with the top analyst firm• Launched new PPC strategy, including paid social and remarketing, that improved outbound lead gen channel performance by 2100%

• Led marketing efforts that helped lift season pass revenue about 13% over sales target• Project managed site redesign team, increasing conversion rate 12% year over year• Helped increase season pass upgrades 39% year over year from September 2014 – March 2015• Created content marketing efforts including promoting content to existing customers through email and social channels• Developed event marketing messages, sending as many as 58 emails a week to various segments through MailChimp• Collaborated with SEO vendor to identify opportunities and goals for organic search keywords• Managed marketing tools and accounts for Google Analytics, Crazy Egg, Adwords, MailChimp, Litmus, Optimizely and more• Designed and edited content videos using Adobe Premiere and created marketing gifs for them with Photoshop• Took over youth marketing in February 2015 and in a week raised youth scholarship sales 42% through email and social ads

• Earned top SERP rankings for keywords like “nfl play calls”, "linebacker drills", “how to become a football coach”, “football practice plan” and “offensive line drills” among others• Improved visits over 680% over 6 months by using inbound marketing techniques, submitting updated XML sitemaps, identifying keyword opportunities, and generating link bait, despite a domain change• Created online drip campaign course that earns open rates at 68% and click rates of 48%• Implemented rel=author to add author profiles and Google+ picture to articles in SERPs• Modified WordPress child theme stylesheets and PHP to improve speed and layout of Twenty Twelve theme for Strong Football• Implemented PayPal and Easy Digital Downloads plugin to sell 240+ e-books• Modified Robots.txt and implemented no follow and no index rules for archive pages to prevent duplicate content

• Managed review drive, leading strategy and project managing approximately 20 people internally while working with outside vendors such as Starbucks• Increased the percent of Reviewing Paid Members by over 100% in 7 out of 12 months YoY (averaging 229%) and increased it by 17% or more in 9 out of 12 months (2013 vs 2012)• Raised CTR for all member email from mobile devices approximately 21% by designing and implementing mobile friendly HTML/CSS templates• Designed approximately 17 weekly e-mails to collect Reviews, Angie's List's primary consumer value offering• Performed A/B split tests on e-mail campaigns through ExactTarget• Project managed e-mail campaigns with copywriters, directors and analysts• Conceptualized testing ideas and managed their implementation from discussion to final send• Executed Quality Assurance (QA) checks to ensure proper sends regardless of screen resolution or user email service provider• Analyzed performance of e-mails (click through rate, open rate, deliverability, and conversion rate)• Developed SQL to join multiple tables in Exact Target to pull specific member usage and history• Utilized AMPScript to insert dynamic content into e-mails• Managed list queries and segmentation within ExactTarget

• Led editorial and marketing teams direction regarding technical and on-site SEO implementation and best practices• Used current forms to acquire on-site job title behaviors using custom variables and JavaScript in Google Analytics• Built interactive Excel dashboards to measure the keyword optimization for individual editorial content pieces• Strategically led a/b testing on primary site conversions, increasing conversion rate for 2 brands by 117% and 34%• Designed a business-to-business pay per click (PPC) campaign around an event that generated a 17% click through rate• Combined SEO and white paper strategies to increase the opt-in contacts for the P&F universe by 30%• Increased Perfumer & Flavorist’s e-newsletter circulation by 35% in 8 months, after growing less than 1% the year prior• Managed the WPC 2012 website launch, coordinating content between events, sales, editorial, and web departments while writing strong SEO copy that reached all SERP goals despite a URL domain name disadvantage• Designed monthly site tracking reports for multiple stakeholders• Setup 301 redirects and URL tracking to enhance marketing campaign tracking• Project managed URL rewrites with web development to including page titles in URL for all brand sites• Used Google and Bing Webmaster tools to update XML sitemaps and identify 404 errors and SEO opportunities• Pulled and clean up lists in our marketing databases• Utilized Google Analytics user defined variables and regular expression filters to track conversions from completed videos• Sent 110 HTML audience and sales emails leading to an average open rate of 37% and click rate of 9%• Took ownership of Google Analytics, responsible for setup, training, monthly reporting, event and conversion tracking• Launched the Skin Inc digital edition, which reached 100% of initial subscriber goals in 2 months• Managed fulfillment vendor and orchestrated 7 step renewal campaigns to decrease churn