• Lead audience strategy initiatives for North America (U.S. & Canada) by managing and deploying audience segments across paid, owned, and earned channels to drive impactful marketing decisions. Collaborate with global teams to implement and scale data-driven solutions.• Drive innovation in Michelin’s Customer Data Platform (CDP) by integrating diverse data sources, advancing regional use cases, and collaborating with international teams to optimize its strategic value and technological development.• Develop and execute advanced segmentation strategies to improve engagement and loyalty by collaborating with internal and external stakeholders, leveraging CDP, CRM, and emerging platforms for precise targeting and actionable insights.• Expand platform capabilities and enhance operational efficiencies by evaluating consumer targeting technologies, automating customer journeys, and ensuring data governance while representing North America in strategic global decisions.

• Directed national marketing initiatives focusing on a strategic blend of digital and traditional media channels to elevate PosiGen’s brand within the solar energy space. Provided hands-on leadership in managing media, public relations, and affiliate marketing operations. Directed the development of PosiGen’s first analytical dashboard using Microsoft Power BI and GA4, enabling enhanced analysis of ROI across advertising channels. Integrated Salesforce CRM sales data to align frontline marketing activities with performance metrics.• Led PosiGen's public relations strategy in the solar energy sector at federal, state, and municipal levels. Spearheaded crisis communication efforts, creating standard operating procedures (SOPs) for media interactions and advising C-suite executives and board of directors on brand voice and communication tactics for press and investors.• Responsible for $1.5M+ monthly investment in third-party lead purchasing and the Affiliate Marketing team. Optimized bidding strategies and refined lead qualification standards, reducing Cost Per Acquisition (CPA) by 15%, within 30 days of hire. Enhanced lead quality, which supported the company in achieving aggressive sales targets. Led the purchasing strategy for new market development and expansion into New Hampshire, resulting in a 28% increase in sales within the first 45 days in market. • Launched consumer segmentation analyses and led the company’s first community engagement tour, the “PosiGen Customer Success Tour,” resulting in a 8% increase in customer referrals across Northeast markets. Spearheaded the initiative to increase lead sourcing and inbound management operational efficiencies. Developed a comprehensive business case and gained C-Suite alignment to transition outdated software to LeadsPedia, improving the efficiency of digital lead processing. This upgrade led to a 23% increase in daily operational output for the Affiliate Marketing team.

• One of six founding CMX team members, created and led the foundation of the consumer targeting division for CVS Health’s Retail Media Network, CVS Media Exchange (CMX). Developed a scalable first party data monetization plan which helped to drive CMX annual revenue to $200M+ (2023). Rapidly moved from contract to full time employee within 10 months, then promoted to Audience & Analytics Manager. Promoted again in Dec 2023 to own the CMX data strategy and consumer targeting plan to expand CMX’s digital advertising footprint in the Retail Media landscape and refine understanding and implementation of niche consumer behavior targeting opportunities to grow the advertising business• Curated audience targeting recommendations via CVS raw transactional level data and consumer behavior modeling to create bespoke consumer targeting marketing plans for every CMX campaign. Consulted with sales team as the audience targeting subject matter expert to effectively communicate the CVS consumer’s value. Worked collaboratively with marketing and product teams to distill complex analytical data into marketable insight to drive monetization• Leveraged public relations, business development and sales backgrounds to act as communication liaison to promote the CMX Audience and Analytics value proposition both internally to CVS leadership and C-Suite, and externally to CVS’ largest consumer packaged goods clients such as: L’Oréal, J&J, GSK, Hallmark, P&G, Hershey, Mars, Haleon, Beiersdorf, Unilever• Led the research and development of the first ever CVS co-mingled data campaign with L’Oreal whichmarried CVS consumer data with L’Oreal’s proprietary CRM. Campaign results led to a 4x return on customerconversion. Stood up and launched the first ever CMX pharmaceutical campaign leveraging Aetna consumer lookalike modeling.

• Partnered with major brands to produce engaging content and create demand generating audio commercials (streaming, podcast and terrestrial); led creative development and implementation of marketing campaigns including coordination of recording sessions with on-air personalities, celebrity endorsements and voice-over talent for national AM/FM Audacy radio stations and the nation’s 3rd largest podcast publisher and audio app (On Demand and Live Streaming content), Audacy (formerly “Entercom Communications” and “RADIO.COM”)• Conceptualized, authored and managed (via Salesforce CRM) lead generation multichannel and omnichannel media campaigns via: Pay-Per-Click Advertising (PPC), Search Engine Optimization (SEO), audio (streaming, podcasts, broadcast, on-demand), email marketing (DRIP), Over-The-Top (OTT) ads, display ads (retargeting, contextual, keyword) and paid social media ads (Facebook, Instagram, LinkedIn, YouTube) • Identified data driven marketing insights and conducted consumer behavioral analysis via Google Analytics (GA) and proprietary SaaS dashboard (“Audacy Analytics”) in order to effectively target customer base and drive national and regional demand for clients across a range of industry categories, including: Technology, Finance, Automotive, Medical, Tourism, Food and Beverage, Real Estate, Manufacturing, Banking, Oil and Gas, Retail, Transportation, Research and Development (R&D)

• Conducted research and data analysis to penetrate targeted consumer segments via strategic digital marketing initiatives for the agency’s largest accounts within the healthcare, technology, aerospace and home-improvement industries; working jointly across multiple internal departments, including development, design, content, strategy and paid media to effectively communicate the agency’s value and drive demand• Converted strategic digital marketing goals into quantifiable results, directed ongoing campaign optimizations and A/B testing using data-driven research tools: Google Analytics (GA), proprietary SaaS dashboard (“MyStro”), BrightLocal, Ahref, SEMrush, Google Search Console and Moz• Project managed the development of large-scale custom websites and targeted ecommerce landing pages by utilizing detailed planning and organizational skills and Zoho Customer Relationship Management (CRM) software; developed advanced digital acumen, WordPress CMS knowledge and shortcode editing skills• Responsible for over $10 million annually in digital ecommerce and lead-gen advertising campaigns, including: Pay-Per-Click (Google Ads and Microsoft Advertising [Bing Ads]), Search Engine Optimization (on- page, off-page, technical, local), Public Relations (PRWeb), Social Media organic and paid ads on Facebook (Fb), Instagram (IG) and LinkedIn (LI); held title as Client Services Team Lead, managed Account Coordinator team and represented the agency at industry events while acting as new business development liaison

• 1st Manager Promoted to Senior Level Within One Year (5 Months Post-Hire: 01/2019)• 1st to be Voted Employee of the Month Within One Year (4 Months Post-Hire: 12/2018)

• Created customized marketing campaigns and training programs (webinar and in-person) to improve healthcare clients’ operational efficiency and growth strategy, 99% client retention rate, represented the agency as Lead Consultant and Trainer with medical continuing education course, “The Closing Institute”• Lectured and trained business owners, executive boards and medical practice teams on: Consumer Behavior Psychology (DISC Personality Profiling and Sales Closing Techniques), Digital Competitive Landscape (Google Best Practices and Standards, Review Management, Social Media Exposure), Business Growth Development (Communication Tactics, Team-Building Exercises, Recruiting Standards, Performance and Production KPIs)• Drove end-to-end digital and traditional ad campaigns, website development (WordPress CMS) and video production by directing project management deadlines (Salesforce CRM), investment strategy, brief development, creative content and media placement; created ad-hoc reporting and analytical dashboards• Orchestrated multichannel and omnichannel, B2B and B2C, lead generation and ecommerce campaigns for medical practices; advertising mediums included: Pay-Per-Click (search, display, geographical and remarketing/retargeting PPC ads), Search Engine Optimization (on-page and off-page SEO, and listing management), Social Media (paid ads and organic posts on Facebook (Fb) and Instagram (IG)), TV (cable, network), YouTube (patient video testimonials, vlogs), Audio (streaming, terrestrial), Print (newspaper, magazine, direct mail, promotional material), Billboards (static, digital), Short Message Service (alerts, promotional, loyalty SMS), Email (dedicated send, patient re-engagement, lead nurturing)---• 1st Consultant Invited to Lecture at Continuing Education Course (2018)• Top Grossing Consultant and Highest Client Retention Rate (2017)

• Directed and influenced media coverage for fine dining restaurants to maximize brand presence and consumer demand in multiple markets across varied socioeconomic segments; monitored consumer engagement volume via Google Analytics (GA), OpenTable, Facebook Analytics and Facebook Insights• Executed audience segmentation to create customer database for targeted email campaigns, via Mailchimp. Types of email campaigns included: lead nurturing, top-of-mind awareness, welcome, customer re-engagement, promotional/product update, newsletter, dedicated send, and co-marketing• Owned content, design and execution of all marketing, including: Search Engine Optimization (on-page SEO), organic social posts and paid social media ads (Facebook (Fb) and Instagram (IG)), print campaigns (magazine, newspaper), billboards (digital, static), transit ads (inside cars, outside posters, station/terminal posters), point of sale displays (POS), customer review management (Google My Business, Facebook Recommendations [Facebook Reviews], OpenTable), photo shoots (product, lifestyle, portrait)---• Drove Record Breaking Sales with 15th Anniversary Social Campaign (2016)

• Acted as brand ambassador, defined marketing and public relations priorities to drive consumer demand in both private and corporate sectors for large-scale, event venue and catering service; overhauled all go-to-market promotional material and segmented promotional messaging per customer sub-set• Responsible for strategy and execution of all marketing campaigns including budget planning, design, messaging, media placement, contract negotiation, performance tracking and agency relationships• Directed brand refresh of company logo and slogan, via “Just Perfect” campaign; monitored and presented detailed reporting presentations regarding market reaction and engagement to owners, investors and executive board; instrumental in driving demand during the company’s highest grossing year (2015)---• Launched Company Rebrand, Drove Record-Breaking Annual Revenue (2015)

• Founded a marketing consulting division specializing in business growth development, brand positioning, market analysis, and advertising strategy for privately owned direct-to-consumer business models• Spearheaded the acquisition of health and wellness magazine, represented the company to the public and presented the magazine’s value proposition to investors; grew client base and increased the publication’s gross revenue 833% in 30 days via strategic prospecting and aggressive new business development tactics• Developed and managed advertising campaigns, including: target audience research, messaging (copywriting), design direction, and media placement for clients in multiple verticals for Rushing Media’s print publications (magazines and newspapers) and Short Message Service (SMS) campaigns• Utilized Salesforce CRM, professional selling skills and behavioral psychology tactics to effectively drive sales volume and establish strong business relationships; top grossing Marketing Consultant 2012-2014---• Founded Consulting Division, Increased Market Penetration and Value Offer (2014)• Led Acquisition of Magazine, Increased Publication’s Gross Revenue 833% (2013)