Led Digital Analytics and Paid Media Team and Strategy:• Grew team from initial measurement and reporting role to also incorporate paid media and SEM• Led team responsible for reporting and analysis of multi-million-dollar marketing campaigns• Drove record breaking online revenue by optimizing performance across channels, paid & owned• Improved conversion KPIs by consulting and advising department on digital marketing strategies • Multi-year double-digit SEO growth from data-driven approach and following best practices• Develop messaging, consistent w/ brand priorities, that would resonate with paid media audiences• Worked with social media team to craft impactful messages for tradeshows, webinars, and eventsSearch Engine Marketing (SEM), Paid Search, and Display Ads:• Built paid media program from nothing to million-dollar annual investment & top driver of sales• Managed $1M annual paid media budget and team to design and execute search and display ads• Developed plans, researched keywords, and coordinated execution with agency partners• Reached target audiences and drove conversions by managing budget and agency relationship • When organic SEO declined from pandemic, ramped up paid media for $5M incremental revenue• Optimized ads/audience/landing pages to cut bounce rates in half and get conversions up 90%• Improved audience engagement vs benchmark by revamp of underperforming ad copy & creatives

Marketing Campaign Measurement, Reporting, Analytics, and Optimization:• Enhanced transparency and accountability by collaborating with global teams on dashboards• Collaborated with project management to integrate analytics learnings pre- and post-campaign• Produced and distributed dashboards and monthly reports for multi-channel campaigns • Elevated brand metrics by uncovering and presenting optimization opportunities in reporting• Delivered analysis, insights, and actionable recommendations through performance reports• Improved engaged sessions through paid media investments (Google, Microsoft, and Meta Ads)• Utilized multi-touch attribution (MTA) for strategic planning of programmatic advertising• Improved online sales by utilizing Media Mix Modeling (MMM) to find best channels for ROI• Set standards for landing page optimizations—strong calls-to-action, clear language, and value• Boosted customer satisfaction by conducting surveys and enhancements based on feedback• Enhanced report engagement and usability through impactful, innovative data visualizations• Made eCommerce content more findable through internal site search algorithm improvements

Impartner is partner relationship management (PRM) software, a B2B SaaS solution for companies with indirect sales channels. Prior to July 2015, Impartner was known as TreeHouse Interactive.• Defined product vision and strategy, core positioning, and messaging, and then launched the world’s first scalable, modular, full-featured PRM solution • Marketing communications for launch including press releases, analysts briefings, online advertising, and the production of videos to introduce and demonstrate our software• Developed sales collateral and marketing materials such as whitepapers, case studies, and infographics for company website, sales training, and other presentations• Product planning including roadmaps for internal and external audiences, gathering and documenting requirements, and prioritizing feature development and bug fixes• Audience analysis through customer interviews, surveys, industry research, and developing personas including competitive analysis and development of sales enablement tools

I worked for their Seminary and Institute (S&I) department of the LDS Church which conducts weekday religious education classes for one million high school youth and college-aged young adults. • Product owner in Agile Scrum framework of a variety of digital products including the public facing website and an intranet for 40,000 employees and volunteers. • Developed strategic plans with business for digital properties, composed product requirements, led technical development, and managed end-user communications and feedback• Transformed the online presence of S&I with new strategies and leadership of their websites (seminary.lds.org and institute.lds.org), intranet, and social media• Rolled out a multi-million dollar product line of internal and external web properties that resulted in increased target audience enrollment and improved workforce productivity• Doubled traffic to S&I websites and made them highest ranked at the Church by implementing usability, search engine optimization (SEO), and information architecture best practices• Pioneered the Church’s first mobile responsive website, Scripture Mastery Activities, and in the process saved over half a million dollars in development costs.

• Established web analytics as a discipline at the Church, including developing strategies for improving site performance by using an iterative process for continuous improvement• Improved accuracy of web analytics data for the Church’s 200 web properties and instituted monthly dashboard reports, analysis, and actionable recommendations for improvement• Incorporated data-driven processes and other best practices to improve website and social media performance by training business users on how to use web analytics data and reports• Negotiated a contract with Adobe’s Omniture for increased services and 33% price reduction for web analytics services for the Church’s suite of websites which millions of visits each day

• Fostered customer loyalty, improved relationships, and increased shipping volumes of small business customers by leading strategic retention programs with targeted messages• Led strategy, execution, and measurement of multi-channel marketing campaigns such as• • Online Express Savings 15% off campaign--$3.3 million incremental revenue• • Salute to Small Business marketing campaign--$2.5 million incremental revenue• • New Account Follow Up program of telesales and emails--$450K incremental revenue• • ShipSmart eNews, a marketing automation campaign, delivering news to 350K subscribers

•Streamlined media buying processes throughout the Mattel Latin America region•Instituted a training program to teach subsidiary offices proper procedures for media buying•Made media buying process more efficient and effective in driving sales•Developed an equitable plan to distribute regional production costs, including studio costs, talent fees and distribution costs

• Pioneered ringtone download service and managed servers and database for ringtones • Delivered in-field engineering service and support for end users and customer service teams• Front-end design and programming of cell phone user interface and testing automation scripts• Added clarity and efficiency to development process writing technical requirements documents• Volunteered to work in the human factors lab, conducting usability tests and analyzing results