At FLXcompass, our mission is to highlight and promote the vibrant businesses, attractions, and events in the Finger Lakes region of New York. Through our YouTube channel, we aim to provide engaging 5 to 10-minute episodes that showcase individual events and attractions, offering viewers a glimpse into the unique experiences the region has to offer. Complementing this, our website serves as a comprehensive guide, featuring a curated list of events and attractions to help locals and visitors explore the best of the Finger Lakes.

Owner/operator of several businesses including a hotel, a restaurant, multiple commercial real estate properties, and various consulting services.

Marketing Strategy - Led product marketing efforts including defining product scope, setting key milestones, tracking project deliverables, tracking project expenses, and creating business models for 4 Software as a Service (SaaS) concepts. Analyzed on site customer behavior through sales funnels and improve bounce rates on low performing pages.Digital Marketing & Search Engine Marketing (SEM) – Ran digital marketing campaigns on search and social platforms. Accumulated keyword performance data in an SQL database and leveraged to optimize content for improved organic search and conversion results. Optimized ads by adjusting bids, segmenting campaigns, and optimizing media to lower cost per acquisition (CPA) and increase click through rate (CTR) and conversion.Growth Hacking - Created low cost, high yield marketing initiatives utilizing social media, search, content marketing, mobile apps, and influencer endorsements. Created a YouTube channel that gained 40k views and using a customer advocacy strategy. Wrote content marketing articles to gain visibility and valuable backlinks generating search and referral traffic. Designed and built a mobile app that gained thousands of users with no paid ads.Marketing Qualified Lead Generation – Leveraged web properties, 3rd party databases, and mobile applications to obtain and qualify leads. Acquired 10k+ leads of optometrist and used 5 criteria to score and prioritize leads in CRM. Implemented marketing automation and lead generation for a rebranded hotel chain that increased occupancy to 80%.Financial Modeling - Built several financial models including product P&Ls, project budgets, and detailed revenue models. Increased the revenue opportunity for one startup by shifting their business model from B2C to B2B increasing their revenue potential by 250%.

Digital Marketing & Search Engine Marketing (SEM) - Manage $650k+ in annual marketing spend that drove an incremental 19% or $2.1M in revenue for 9 brands. Developed the marketing strategy for paid search and social media campaigns. Optimized pay per click (PPC) campaigns to improve conversion rate from under 2% to over 6% while increasing visibility with 5M+ weekly impressions and increases advertising return on investment (ROI) by reducing acquisition costs by a third. eCommerce - Lead several eCommerce branding and merchandising initiatives on Amazon Vendor Central, Amazon Seller Central, Wayfair, and Overstock. Optimize product pages by A/B testing site content like photos, video, and keyword dense titles and product features. Measured optimization impact by monitoring conversion rate by category.Keyword Data Analysis & Search Engine Optimization (SEO) - Continuously update campaigns and content to improve organic and paid search performance. Perform keyword research using tools, competitor analysis, and customer questions. Maintained an SQL database of over 100k+ keywords with weekly performance data. Segmented keywords by campaign strategy, product group, and search intent to optimize product page content. Marketing Data - Administer an SQL database of product information for 10k+ SKUs, multiple channel online sales data, campaign data, and screen scrapped information like reviews. Built dashboards to present marketing initiatives, product performance, and various KPIs to clients on weekly calls or face-to-face client meetings.

• Participated in the creation of 4 annual marketing strategies that included 50+ marketing initiatives including product development, product marketing, events, email, and various advertising campaigns. • Prioritized a $100M product development budget by quantifying business impact by marketing initiative across multiple customer segments and product channels.• Led a customer segmentation project that categorized 20k+ travel agencies into 1 of 4 customer segments and calculated earning contribution by segment. Coordinated with sales teams to utilize this data in the customer relationship management (CRM) tool.• Authored and tracked various KPIs for marketing initiatives and assisted in the development of executive and employee dashboards that were used by C level executives and 2k+ employees.