Eclective Marketing is an intimate consulting firm helping small businesses establish marketing best practices. We also run readyfestgo.com, a Shopify ecommerce site specializing in music festival accessories.• Working with early to mid-stage startup clients, acting as their fractional CMO• Key deliverables include branding, target audience definition, messaging, site optimization, demand generation, SEO, content strategy, sales funnel optimization, sales enablement, campaign planning, defining KPIs and optimizing all marketing efforts• Providing mentoring for startups at Capital Factory, Austin Digital Jobs and Station Houston• Created ReadyFestGo.com to provide music festival goers with cutting edge accessories online• Clients included Amazon for Business, Golden Frog VPN, Hamper, XFERALL, SupportNinja, Nulo Pet Food, Weather Lab, SiLAS and others.

K-12, Edtech, B2B, B2CRebuilt iteach's marketing stack, funnel, lead-flow, branding, and value proposition/key messaging leading to annual growth of over 24% over 2 years. Successfully launched Passage Preparation from zero to profitability in less than 18 months. • Rebuilt all lead-flow processes and automations in HubSpot.• Established baseline marketing funnel reporting and KPI measurements.• Created new processes for content creation, project management and prioritization.• Rebranded iteach and created new company brand standards. This included an overhaul of messaging, branding, and website design.• Grew SQLs by over 30% and MQLs by over 20% YoY. • Grew SEO traffic 25% YoY doubling keyword rankings.• Drove email health to all-time high with open rates over 60%.• Drove 2024 marketing efficiencies with reduced budget resulting in 28% YoY revenue growth with and dropped lead cost from $90 to $35.• Launched Passage Preparation mid-2023; created profitability in less than a year, surpassing all growth trajectory goals.

K-12, Edtech, B2B, B2C, SaaSLed marketing team to deliver 30% revenue growth in year one and 50+% in year two.• Owned all aspects of marketing and demand generation focused on acquiring and nurturing district contacts (demand/B2B) as well as teacher candidates (supply/B2C).• Revamped entire marketing strategy, branding, lead generation processes, reporting, and messaging, increasing organic traffic by 25% YoY, lead generation by over 300% and revenue by over 40% in 2 years.• Established core marketing foundational elements like content calendar, lead funnel processes and metrics, brand standards and SEO optimized site structure.• Took over and restructured conference and event strategy, optimizing effectiveness and transparency in ROI of event spend.

High Ed, B2B, B2B2C, B2C, TravelImplemented new marketing stack, automation tools, site rebrand, SEO, paid and social media strategy.• Ran all aspects of marketing from brand to demand gen, events to digital, content, social, SEO and everything in between.• Launched new site that drove 20%+ increase in organic traffic and 15% in lead generation.• Drove 10% higher social media engagement with new posting plans and strategies.• Established all reporting and sales funnel KPIs to measure success across lead sources.• Accelerated speed to lead response times from a week to 2 mins with digital forms. • Created long-term marketing strategy process, forecasting marketing spend, lead trajectories, and growth projections for the next 3-5 years.

Senior Living, Healthcare, Aging, B2B, B2CManaged team of 28, responsible for lead capture, SEO content, testing for over a dozen websites. Played significant role in 65% annual business growth.• Responsible for all aspects of SEO, managing link-builders, content creators, website developers, review collectors, and SEO technical specialists.• Leveraged SEO tools (Ahrefs, Moz, SEMRush), Google Analytics, and Search Console to guide content and link-building strategy.• Increased Moz domain authoring by 14 points in 2 years.• Conducted and performed regular SEO keyword research and audits, working with the SEM team, to inform blogging, content creation, optimization, and competitor takeouts.• Managed on-site SEO and direct on-site updates, including architecture, and dev needs.• Launched inaugural ad sales revenue stream for digital ad placement on affiliate site generating over $100,000 in annual revenue.

Adtech, DSP, B2B, Media AgencyCreated Q1Media’s first marketing team, built first marketing strategy and demand plan.• Executed re-brand of Q1Media’s brand identity, creating continuity among all touch points.• Launched new SEO optimized site structure resulting in a 53% lead lift and a 27% lift in traffic.• Established first ROI benchmarks, implementing HubSpot for metrics and measurement.• Grew social followers and content marketing by 200% with inaugural editorial calendar leveraging influential employees to create content, post, and share.• Created Q1Media’s first ever video content strategy, blog, lead capture program, standardized brand guidelines, social strategy, and event strategy.• Managed all PR and influencer media relations and executed entire PR media strategy.

Experiential, Music, Franchise Marketing, Retail Branding, B2BDirected a team of creative, product marketing and marketing coordinators. Core responsibilities include marketing and demand generation efforts to support all of Mood Media and legacy Muzak accounts, affiliates and dealers, as well as our Pandora for Business relationship.• Drove GTM campaign and demand generation process from strategy, planning, execution to post-launch analysis, resulting in a 77% increase in Pandora for Business subscribers.• Created campaigns to expand market share, drive awareness and brand recognition in experiential music, voice messaging, display advertising, mobile and scent marketing.• Launched very successful door-opener program generating 15 meetings with top-tier retailers.• Created a new Pandora for Business partner lead capture program that increased partnership opportunities by 100% over a 2 month period.

K-12 and High Ed, Public, B2BManaged the field marketing initiatives for the Dell Public Segment Business• Cross-functionally led a team whose primary objective was to enable sales to reach sales goals, decrease time to market for campaigns while hitting specific revenue and margin targets.• Created new processes within the organization to increase marketing effectiveness for Lattice Engines ABM Sales plays resulting in a 40% increase of revenue and margin.• Worked across several key departments to streamline campaign processes, getting sales reps ready 2x faster than previous quarters.• Mapped segment leads to funnel stages for sales rep prioritization and messaging alignment resulting in a 43% increase in revenue quarter over quarter. • Established strong relationships with sales leaders and over 200 reps increasing collaboration in all lead gen and marketing efforts, enabling our segment to outperform other public segments in nearly all KPIs.• Prioritized data with marketing ops to ensure robust database health and clearer program analytics.

K-12 and High Ed, Experiential, Guerilla, B2BOwned all demand gen and social efforts for this $100M Gen Y targeted business• Managed the University marketing team targeted at shifting key Gen Y mindshare from Apple to Dell.• Developed and executed the contact, engagement and media strategies for integrating experiential, social media, and traditional marketing efforts.• Utilized grassroots and guerilla marketing tactics to engage and lead over 100 brand ambassadors responsible for driving the Dell brand across US based universities. This revamp of the “Dell Ambassador” program resulted in an increase in revenue and brand awareness by over 50%.• Led social media program changes that resulted in growing affinity, engagement and followers from 200,000 to over 1,000,000 in less than 6 months while also generating a 3x increase in engagement rates.• Drove overall program improvements and creation of “Buy a Dell, Get an Xbox” back to school offer resulting in Dell’s most successful back-to-school season in history, growing 150% year over year.

I was brought into Cengage Publishing (at the time) to help the sales team manage their transition from printed books to Cengage's online learning platform. - I created messaging strategies and sales enablement content for the south Texas sales region. - I enabled the sales team to close 5 of their first contracts to move to their online teaching platform. - This was a 6 month agreement to help bridge the gap between sales and marketing navigating this paradigm shift for the first time.

Key member of the first ever Medium Business Marketing team tasked with finding and nurturing new leads• Created first ever server promotion strategy targeted to generate increase in revenue, margin and market share globally.• Drove the overall marketing strategy and long term contact strategy for Sun’s target medium business audience.• Developed an acquisition program that encompassed marketing, pricing, sales, customer nurturing and partner strategies.

Goals were to grow and nurture partnerships with national associations and key partners to drive revenue• Responsible for creating target account lists and penetrating new associations for Dell Small & Medium Business.• Coordinated with 30+ partners owning all aspect of marketing including online, e-mail, magazine, catalog, direct mail and national events. • Changes and enhancements generated organic and non-organic growth by 30% year over year.

A new role designed specifically to create the marketing strategy for a $3 Billion a year business• Grew email opt-ins by nearly 50% and increased share of wallet among accounts by 15%. • Created unified marketing message across all touch points including email, site, direct mail, catalog and sales.• Established full quarter and year long marketing content calendars based on sales, research and business goals leading to more successful campaigns and alignment across departments.• Created internal (with sales) and external (with customers) focus groups to enable the marketing department to better understand the needs of our constituents. • Won Michael Dell’s Chairman Customer Experience Award (presented by Michael Dell) after creating an automated email reminder program that generated open rates that were 6x industry averages and increased revenue for lease, software and warranty renewals.

Managed mailing lists, offers, production and agency relations in order to grow opt ins and increase revenue• Leveraged the value of our customer’s voice and played an integral role developing the Dell testimonial campaign that later become the popular “Take Your Own Path” campaign.• Through numerous list, offer and format tests I was able to increase catalog circulation by 30%. • By optimizing production and finding less expensive and higher performing mailing formats, direct mail costs were reduced by 17%.• Managed the production of the Business Tech Guide and Solution Provider Direct catalogs as well as high-volume call-driving direct mail. I later re-vamped these catalogs and direct mail pieces (new layout, optimized customer list, more targeted media, better messaging) and increased circulation by 30%.

• As the Dimension Brand Operations Analyst, I assisted the brand managers in promo decisions and product launch details for all Dimension products. • I also led all new hire sales training, influencing over 500 new sales reps. • I provided product details, promo codes and messaging to the global online team, print team and brand teams to formulate tests to improve customer experience, attain margin and revenue goals.

• Built relationships with over 300 accounts to acquire business across all Dell product lines. • Grew accounts from Medium Business into Large Business size accounts, increasing Dell’s share of wallet. • I maintained 145% quota attainment over a nineteen month period. • Prior to that, I was part of the Small Business Sales group that assisted and qualified callers with computer purchasing, and growth consultation for the Business Alliance Division. During this period of time, I maintained a 128% quota attainment over a six month period.