Strategic Leadership and Operational Management Business Development and GrowthTeam Recruiting and ManagementIT and Infrastructure Management

Marketing Strategy-acquisition-sales -CRM and retention-upsells and ad salesWebsite Design-complete website design and redesign-front facing websites-member’s areas-ecommerce integrations-sales Funnels and landing pagesBusiness Strategy-startups-turnarounds-accelerated growth-realignmentsTeam Creation or Revamp-recruit-train -grow-revampConversion Rate Optimization-landing page development-split testingProduct Development-consumer led feature development-spring driven project management

Aligned acquisition and retention of a 8 figure annual acquisition budget to reduce CPAs, and increase engagement of CRM touchpoints by motivating a team of 10 marketers to be data driven, iteratively test continually, align with other departments, and to take on extreme ownership in their tasks and processes.Created and championed a multi-touch attribution solution, that changed the company-wide attribution data model from last touch, grouped data, to a solution that allows multi-touch attribution as well as customer journey slicing for each of individual marketing teams' purposes.Re-established the optimization and creation of acquisition logic and funnels for lead generation and validation. Created a cyclical process that starts with creative, development, UI/UX, then split testing, optimizing successful segments, and reintegrating the results into the beginning creative step.Established relationship with supplementary external development agency to increase marketing creatives velocity to meet the demand of the marketing need - in parallel to internal creative and development teams. Fine-tuned and recalibrated Tableau reporting dashboards to better meet the evolving needs of the marketing team.Integrated fraud prevention tools into acquisition funnels, eliminating 20% of fraud payouts from business development budgets, while maintaining business development sales volumes.Developed a year long conference, promotions, and partner engagement events calendar and forecast, that is directly tied to ROI of investing in each individual partner or activity.Developed multi-language email journeys to re-engage and upsell existing customers, increasing email metrics by more than 70% in each language added.Developed processes that allow marketers to execute independently from developers and data, by coding automated scripts to trigger workflows, retrieve data, and perform list management actions.

Participated and contributed in company wide strategy creation and planning with exec team and other directorsFormed and created a Performance Marketing team whose purpose was to manage campaigns for partner offers outside of the company's core product lines to identify R&D potentialThe Performance Marketing team monthly budget grew to 7 figures and a positive ROAS within its 1st yearFormed and created a Data Monetization team which focuses on generating revenue via push, SMS, chat, and email channels The Data Monetization team was able to create six figure per month incremental bottom line for existing product lines and external partnersFormed and created a CRM team focused around customer engagement and LTV growthThe CRM team was able to integrate several new CRMs and start matching industry benchmarks for KPIs such as: engagement rates, % of email sales, reinstatement and repeat rates, and churn avoidanceStepped in as product director for our R&D department with our new e-Learning product line. Created a vision to unify team, aligned targets and forecasts with executive team and drove testing criteria and goals to determine further company investment

Formed and recruited a new team for the purpose of selling ads within the company's internal propertiesGrew the ad sales bottom-line contribution from 0 to 8 figures annually over the 5 years as a Traffic Manager and then as Head of Ad SalesAssisted exec team to establish milestones and targets for the marketing teamsDeveloped and managed legal processes around partner agreements in a global ecosystemEvolved reporting and creative development processes to help teams analyze their responsibility areas in both campaigns and ad sales

Translated company targets into strategy and tangible tactics to help marketing team members achieve targets and goalsUtilized Project Management skills to effectively manage multiple parallel development projects inside a team of designers, developers, and other marketers to achieve company acquisition goalsSpec'ed reporting and attribution models for data team to help campaign managers understand the best areas to scale investmentsIntegrated personalization into acquisition funnels to increase funnel and customer sale conversion ratesTested and iterated pricing models that remain competitive in various markets and against differing competitors

Repeatedly achieved a 30% ROAS+ with a six figure monthly campaign budget by continuously optimizing bidding strategy, creative, and audience targetingCreate acquisition funnels in collaboration with designers and developers by running structured, iterative, A/B, and multivariate testsConduct cyclical market research to create customer personas which help to form campaign creative direction and audience segment matching criteria

Create video promotions to publicize Arista's involvement with the Solarize Madison County Program Create video promotions to promote Arista's product offeringsEnhance the effectiveness of social media with various promotions

Route and Problem SetterGroup InteractionCustomer Service

Plan and organize quarterly resident eventsCoordinate and schedule house cleaningIntermediary between ResLife and residentsMediate roommate conflictsArrange and schedule grounds work and house improvement projects

1 year internshipLearned production processesResearch several areas of interest including: LEDs Concentrated Solar Optical CommunicationRevamp old products to decrease cost and production assembly time