Lead marketing, growth, sales and customer success functions (as a team of one) for this Series A B2B SaaS startup. 💰 Drove $3.55MM+ in qualified pipeline. Grew MRR 189%, increased net sales volume 317%, drove 180% increase in customers and grew free trials 1,226%. Marketing drove 90+% of pipeline.📈 Switched website from WordPress to Framer (complete redesign), achieving a 41% lift in conversions.💸 Took incomplete marketing operations stack and unified, reducing costs by 92%.🙋‍♂️ Created and led the customer success lead (CSL) initiative, resulting in over a 10% reduction in free trial churn, better engineering knowledge of UX and more rapid, fruitful collaboration between marketing and engineering, as well as a 11.5% increase in lifetime value, 98% growth in MRR and 153% increase in net sales volume.🛠️ Worked with engineering on product marketing efforts that led to a 61% increase in accounts starting free trials and improvements of 55% to 200% in engagement and key onboarding steps.📝 Ported documentation and implemented changelog, user feedback and roadmap.📧 Built segments and multiple drip emails. Went from one email to six drip campaigns.🧭 Developed product tour that resulted in a 4.35% lift in free trial sign ups, increased sales inquiries 7.14% and reduced need for demo-led sales calls to zero.🎯 Took OtterTune from only founder-led blogs and content to testing channels and paid media and content plays to find the most efficient ROI for marketing investments.📉 Consistently drove CAC lower each quarter, averaging an overall marketing payback period of two months.👍 Via overall marketing efforts and growing brand equity, grew Google Discover clicks 16,471% and organic clicks 156% on Google search and increased new users 1,624%,engaged sessions 996%, direct traffic 1,293% and organic traffic 579% on the website.🧪 Ran website A/B tests that achieved 11% to 22% lifts in CVR and informed better layout, design and copy choices.

Led a team of 5 programmatic buyers / traders managing over $400k in monthly spend across multiple verticals via a variety of DSPs like The Trade Desk, Google DV360 and others.🔥 In addition to managing a team, I personally managed many campaigns and achieved a 112% increase in ROAS and 47% drop in CPA for a CPG client, and achieved over 2K% in ROAS for one hotel client and 5K% in ROAS for another hotel client.🤝 Established partnerships with companies like Fou Analytics, Peer39 and Adelaide to reduce costs, improve efficiencies and reduce fraud.📚 Created best practices playbook that addressed topics like day-parting, frequency caps, supply chain optimization, inventory selection, fraud reduction and MFA mitigation, best data partners, how to reduce 3P fees, etc.✅ Created and maintained white and black lists.⌨️ Implemented audience creation and conversion tracking (DV360 Floodlights, Trade Desk pixels, etc.) on both the DSP side and via client tag managers.

Selected by Growth VP and CMO to revamp team with a focus of ROI, better paid media investment decisions and a more thorough testing framework. In addition to these new responsibilities, I continued to operate Oportun's DSP and run programmatic campaigns, led a team of two direct reports (one paid search manager and one data scientist) and oversaw multi-touch attribution (MTA) for marketing.📊 Built Marketing Mix Models (MMM) POCs in Robyn and scikit-learn to reallocate spend and maximize efficiency as a proposed alternative or compliment to MTA.🧪 Helped other channels structure and analyze incrementality tests, e.g., PSAs, holdouts and GeoLift.🤝 Worked with product marketing, risk and other teams on monthly forecasting for new members.💵 Helped fine tune marketing budget with an eye toward incrementality, resulting in similar revenue numbers but significantly less marketing spend, e.g., as much as 10x less on some marketing channels.

💸 Brought programmatic efforts in house, saving over 50% on costs, by shifting from using standard Google products and agency partners to in-housing Beeswax as Oportun's DSP.📉 Reduced display fraud by over 20% via analysis and blacklists, resulting in ~$1.8M/year saved.💰 Reduced yearly audience data costs by over 300%.🐻 Ran the first digital marketing channel with always-on incrementality testing as measured by placebo or PSA tests.🐝 Via Beeswax programmatic campaigns, I disbursed over $7M in loans and had a margin of over $1.28M. All numbers are incremental.⌨️ Wrote SQL to pull current member PII to make sure prospecting campaigns were only targeting incremental audiences.

Built and led digital marketing team and paid media efforts. Developed digital marketing tech stack and performed ad testing. Performed media planning, buying and optimization for diverse range of national clients in verticals like retail, health care and home services that spanned DTC/B2C (with ecommerce and retail locations) and B2B.Campaign KPIs:📈 Drove 28.27 ROAS on Facebook for national retail client (a 1,285% improvement) and over 30x ROAS on programmatic, and beat brand lift national and vertical norms by over 200%.📉 Reduced display CPL by over 187% for home services client in first month of program management.👍 Demonstrated a 97% reduction in display CPA for national home improvement client.⚖️ Drove 25% lift (over single-touch control) in acquisition for wholesale club client by adding programmatic digital double touch.Other achievements:⏱️ Reduced audience onboarding and activation time from several business days to less than a couple hours.🍪 Successfully implemented cookie- and pixel-free attribution for DSP campaigns that measured online and offline conversions.

Drove enrollment, reduced attrition, enhanced attribution, increased ROI and developed analytics for Calpine's main retail energy brand, Champion Energy Services (CES).Analytics and Reporting🔍 Audited and rebuilt Google Analytics (GA) and Tag Manager (GTM) properties for three brands with over 200+ changes and improvements per brand.👍 Improved data integrity between SQL and GA accounts by 181%.🎯 Added event tracking and enhancements for all websites, e.g., captured promo codes, added session IDs, appended order numbers, dataLayer pushes, etc.📊 Implemented multi-touch attribution (MTA) that allowed marketing to see touches per customer, as well as margin per channel and per touch at campaign, ad group and ad level.Ads, ROI, CRO and Other Optimizations📈 Achieved 8.1x ROAS via DSP, 5.69x ROAS on Facebook and 3.55x ROAS on paid search (measured via data-based MTA model).💸 Audited and replaced CES SEM agency, resulting in $16k+/year saved in agency fees, a 360% increase in daily conversions and a 89% drop in cost per acquisition (CPA).🔥 Developed Facebook and programmatic campaigns that beat CPA targets, showing that valuable acquisition channels were not being utilized.🛒 Created remarketing list for search ads (RLSA) campaigns based on shopping behavior, e.g., promo code shoppers, as well as general display remarketing campaigns and display remarketing based on specific website behavior, e.g., price drop announcement ads for price-sensitive shoppers.🚀 A/B tested UnBounce vs. standard web pages, resulting in a 39% lift in conversions.📧 A/B tested email opt-in pop ups, resulting in a 54% lift in email captures.💰 Beat sales targets both years, helped marketing break its biggest sales record since inception and achieved the highest margin of any marketing channel.💵 Audited digital marketing software stack and eliminated $100k+ in unnecessary spend.

Duties included managing editorial calendar, ROI and cost-savings analytics, developing strategy, asset creation, customer service, marketing campaigns, lead generation, digital advertising and website conversion rate optimization.💰 Generated $13.6 million in patient revenue net margin and demonstrated positive social media ROI of $7 for every $1 spent (as measured by third-party mix modeling).💸 Generated over $1 million in patient contribution margin.📈 Averaged over 2,000% ROI for social media campaigns.🔥 Launched over 350 Facebook campaigns.👍 Generated over 7,000 leads and 13,000 website assists.⚖️ Ran continual social media tests that inform marketing of the need to pivot in strategy, tactics and creative.🧪 Optimized Facebook ads using A/B and multi-armed bandit testing.📊 Implemented formulas to measure lifetime value, lead value and customer service cost savings.⚙️ Saw need for landing page optimization software and better analytics, e.g., session recordings, heat maps, form analytics, A/B testing, etc., and took on responsibility of implementing software solutions.💁🏻 Established customer service via Twitter and Facebook, making Methodist the first Houston-area hospital to offer genuine customer service via social media and one of the first in the industry.🧰 Set up marketing funnels to track conversions of consumers from social platforms through other areas like the consumer-facing website and call center.Media appearances and industry-specific accomplishments:💥 Lead panelist at "Measuring the Business Impact of Social Media" VIP Networking Lunch.🏥 Speaker at the 2013 Annual Greystone.Net Healthcare Internet Conference.📊 Panelist/presenter for "Making Metrics Matter" breakout session at 2014 Spredfast Summit.🎯 Led "Measuring the ROI of Social Media" session at Social Media Breakfast Club Houston.

Created a "Quantum Health" group on Facebook to talk about light, circadian rhythm, diet (types and intermittent fasting), cold thermogenesis and many other topics that eventually became popular (and even commonplace) in the alternative and "biohacking" health community. Scaled group from zero members to over 10,000 without any advertising or paid media by sharing extremely relevant content, being engaged with members and recruiting influential members.

I started out as the night editor, making me responsible for publishing news stories and other content on the paper's website, editing articles by reporters, proofing the next day's paper for its print run and coming up with the daily budget for the print paper. I was then promoted to the position of online editor, where I was in charge of the social media and multimedia initiative -- this included social media initiatives and video and audio production projects. Over my tenure as the online editor, the Sun Journal's number of Twitter followers saw a steady increase and the number of Facebook likes tripled. I was responsible for developing a section of the paper's website that now accounts for 40 percent of all Web traffic. I produced and hosted the newspaper's weekly podcast, which had a local following and was in talks for syndication by a local AM/FM radio station.

Evaluated the quality and relevance of search results for Google as well as cross-compared with other companies like Yahoo! and Bing. Received rating of "Excellent," the highest employee quality rating, within first month of work. Also received multiple cash bonuses based on work performance.

Website that hosted video game critiques and editorials. The site never reviewed games, but instead offered critiques, forgoing scores and a rating system in place of discussion of games -- whether it be from a personal, literary or even philosophical standpoint. I also hosted and produced the podcast. Similar to the critique mindset, podcast episodes were never in the whatcha' been playin' or generic news discussion format. Video games were used as a jumping off point to cover any topic me and my guests wanted to discuss.

Sensor manufacturer with clients as diverse as NASA, Bombardier and Kraft Foods. Responsible for assigning work orders to production floor, communicating with sales team and working with engineering on product changes. Handled internal sales research, e.g., researching new clients and briefing sales on potential leads, as well as pricing final components. Promoted to task management responsibility at Smith Systems, resulting in sales expanding its customer base as well as getting larger contracts. Performed material expediting so efficiently a new position was created. Improved on-time deliveries at Smith Systems, Inc. by over 10% and helped sales team exceed the 2009 projected sales goal, as well as re-pricing sales items to net over $50k in added, yearly revenue. Cleaned up 90-day backlog from previous employee at Smith Systems, Inc. in half the projected time.

Respected, magazine-based video game website with a dedicated reader-base. My well-read blog featured reviews, previews, news commentary and in-depth editorials on the state of the video game industry. I also covered events like the Game Developers Conference (GDC). My blog was nominated for a reader's choice community award.

Top-10 video game news/reviews/previews website with over 6 million visits a month. Responsible for reviewing games for PSP, PS3, PC, and Xbox 360. Met every deadline successfully, with completion of all assigned reviews by specified deadline. Obtained exclusive reviews, attended industry events and visited studios for previews. Promoted to top of the freelancer pay scale within three months and added to official podcast group after only guest appearance.

Wrote editorials, features and weekly stories for this independent, web-based, beta website that went through a trial during senior year.

Edited letters to the editor and made corrections to editorial section. Collaborated on story ideas and opinion positions for the paper. Wrote columns, staff editorials and a 1,000-plus word Sunday front page feature on the potential for war between Iran and the United States, resulting in a honorary letter from the President of the Asheville Citizen-Times.

Composed short stories for the section of paper entitled “Buzzworm.” Edited copy.