Lead the strategy, techniques and tactics used to increase online revenue through paid media efforts across retailers. Manage the business unit’s relationship with Amazon, Walmart, Lowes, and The Home Depot. Onboard and test newly launched retail media platforms. Execute digital media, creative coordination, optimizations and reporting for campaigns. Partner with National Account Managers (NAMs), product managers, creative teams and more to develop digital marketing and media strategies to support priority products, brand growth, and new product launches with integrated marketing plans. Work closely with the Business Intelligence (BI) team to project and track ROI and campaign KPIs. Oversee optimizations of efforts and effective digital marketing platform usage, sharing results with stakeholders in weekly and monthly meetings with stakeholders.Manage about $5MM budgets across retailers and tactics to drive efficiency, overseeing agency, planning, and execution.Grew incremental profitability 30% during the key season for products through investment in retail media.Support partnership agreements with The Home Depot and Walmart Connect, driving growth and garnering added-value.Increased ROAS for priority brands by over 186% through support on Amazon DSP, leveraging learnings from prior year to inform investments and tactics.Launched Walmart Connect for Spectrum Brands Home & Garden, with over $2.5MM paid sales in the first 6 months.Negotiate incremental investment in retail media by communicating campaign results with stakeholders and highlighting opportunities to grow.

Built annual and individual campaign media plans and strategies based on insights and historic performance, including audience identification, flighting, spend, and tactics. Managed $400K Harley-Davidson Museum paid media budget and efforts with agency and Museum lead. Supported organic social media content development and optimization through results analysis and reporting. Supervised high school intern.•Led World Surf League partnership cross-functional team, gaining 60K+ leads, facilitating internal meetings and acting as main point of contact for WSL team.•Coordinated with VICE and internal team, reviewing / delivering feedback on digital assets and custom content pieces (40+ total) that resulted in lift in ad recall (+7pts), action intent (+11pts), and brand favorability (+4pts).•Developed content calendars for organic social channels, producing and planning daily content, driving engagement rate (+10%) and video view rate (+7%) above 2020 goal.•Directed plans with in-house creative team, developing content needed for campaigns and posts. •Achieved revenue ahead of prior year and year-to-date goal (+5%) by driving eCommerce paid and social media plans.•Generated summaries of cross-channel support and results against goal, sharing findings with team and leadership, leveraging results to optimize content and drive incremental engagements and video views.•Wrote 30+ social listening queries based on key or sensitive topics, constructing dashboards, sharing results with Communications and leadership to inform decision-making and corporate actions.•Interacted with internal and external stakeholders to gather weekly and monthly results from test and control tactics, investigating data points as needed and motivating increased investment in paid media.•Increased brand relevance scores and over 15M impressions by facilitating pilot programs, working with Legal and Supplier Management to modify agreements.

Executed multimillion-dollar media plan with partners. Directed development of media 100+ pieces of creative with media agency and internal content team. Analyzed all paid media performance for optimization and provided leadership reports. •Finalized paid social support of NY Design Week Sweepstakes with agency, driving ~13.5K clicks to visit sweepstakes page.•Drove 1.51% engagement rate for Daytona event and estimated ad recall lift of +11.5% for local events through paid media plan, coordinating and deploying with agency support.•Developed and deployed paid social plan and assets for recruitment of Skilled Trades (1.5K clicks to site) and EV Engineering (7.5k clicks) positions.

Constructed business plan for Museum Programming – key resources, structural changes, programs strategy, justification for investment. Established budgets and key performance indicators (KPIs) for exhibit-based programs and team-based assessments.• Guided state analysis of programs with cross-functional team of 6, identifying best practices and opportunities (SWOT).• Determined trends for programming by conducting industry assessment and interviewing 4 organizations.• Devised 5+ tools, enabling program proposals evaluations, planning program executions, establishing marketing tactics, estimating program budgets, and assessing success of programs.

Developed event communications and promotional support. Supported dealers and employees in consumer-facing efforts (knowledge, tools, assets). Directed 3 – 5 staff, managed customer experiences and led onsite execution for 4 events. Managed budgets for projects.•Oversaw 50+ dealer and employee communications, encouraging engagement and knowledge of the 115th.•Designed 30+ assets and tools for the anniversary, working with in-house creative team and external partners.•Spurred event interest via sweepstakes (at events / online promotion), and through a mini-sponsorship program that raised ~$10K.•Engaged new audiences by establishing relationship with NEWaukee, negotiating 50% savings to drive traffic to celebration.

Established easy-to-use dashboards for key Sales and Operations Planning KPIs and trained teams to support use. Updated KPI Tableau dashboards and communicated key changes. Led meetings with S&OP team to identify challenges, wins, and solutions.•Constructed 7 dashboards on targeted KPIs, updating key metrics (Alteryx), creating easy access to critical S&OP results.•Built training to ease 7 dashboard launches, ensuring understanding throughout organization.

Produced 3+ year social media strategy and playbooks, guidelines, and best practices. Supported go-to-market planning for new model year launch and key campaigns. Supervised relationship with social media agency, organized communications, answered questions, and provided critical feedback. Pitched social media-led product launch ideas.•Shepherded agency’s development of event launch posts, generating over 95k views within 24 hours. •Identified all HDMC-owned social media pages (70+) and identified best practices for organizational structure.

Crafted Global Rider Training strategy and playbook and guided training over 5 years with team. Established tool to prioritize markets for international expansion in conjunction with rider training partner. Managed vendor relationship and increased product quality by reviewing / evaluating product line.•Converted new riders and increased sales by building seminar that educated dealers on Riding Academy optimization.•Implemented new tool for markets, tracking KPIs for 4 international programs and delivering insight to global.

Developed a key presentation for a virtual workshop which provided ways for clients to grow their membership with Middle Income Americans.Worked with a team of five interns to develop a recommendation to improve TruStage’s web presence with a net projected profit of $70,000.Created a summary document highlighting key insights about Millennials from secondary research.Analyzed the results of custom banners to discover patterns and trends about Millennials.Designed a custom research banner as part of an in-depth marketing research study.Participated in weekly cross-functional meeting to optimize marketing functions and processes.

Aided in the distribution of mail and answering of telephone for 300 employees.Created travel expense reports for 150 employees.Updated schedules for five conference rooms.Transported funds and communication throughout campus buildings.Trained new employees in PeopleSoft.

Worked independently to develop a learning management website.Created unique videos, quizzes, and articles to educate current and potential clients.Researched information regarding the contracting process and current trends in home renovation.

Welcomed and communicated effectively with hundreds of customers.Facilitated monetary transactions.Trained new workers.