+ Established, led, and scaled Etsy’s Paid Brand Marketing program (Linear TV, streaming, CTV/OTT, digital audio/podcast, out-of-home, video, social), profitably scaling budget from $200k to +$150M in 5-year span - executing new brand strategy, expanded channel mix, growth into international markets, new streamlined processes for briefing, creative, and media, innovative media buying/planning approach, ongoing testing and optimizations, and enhanced measurement approach to capture short and long-term impact +Generated +$1B in incremental gross sales and acquired more than 1M new customers annually, consistently driving demand among new and existing audiences, and strengthening ROI year on year+ Led the development of paid brand media strategy, establishing short and long-term KPIs, target audience definition, brand positioning, messaging, channel selections, targeting tactics, budget allocation, flighting, creative needs, forecasting, measurement, and reporting frameworks+ Led and executed 9+ full-funnel marketing campaigns annually, leading cross-functional alliance and collaboration across 35+ stakeholders and 10+ teams, utilizing various above-the-line digital and offline channels, working closely with Performance, CRM and PR/Comms teams to ensure cohesion throughout customer journey, while managing in-house media team and external agency partners + Successfully scaled reach to new high-impact audiences and strengthened consumer demand, including launching go-to-market strategy in Germany (resulted in 70% increase in brand awareness in first year) and targeting males in the US for the first time (increased intent by 35%)

+ Scaled brand media investment by 9900% in under 4 years, establishing Linear TV, CTV, OOH, and Social Video marketing as influential marketing channels, in addition to Brand Partnerships and Influencer + Managed external agency partners, built a dedicated in-house media team, and streamlined workflows, achieving significant cost savings and improving collaboration across 20+ key stakeholders for brand campaign strategy development, media planning, creative development, asset delivery, research, measurement approach, and ongoing reporting+ Launched 4-5 full-funnel marketing campaigns annually in the US and UK, expanding marketing plans with Performance and PR/Comms teams to ensure full-funnel exposure+ Introduced new creative portfolio and content approach tailored to custom audience and channel-specific needs- spanning evergreen, holiday, and category-specific campaigns, collaborating closely with Brand, Creative, Growth, PR/Comms, and Product teams+ Partnered with Analytics and Research to implement ‘test and learn’ framework to identify new marketing channels and ways to effectively expand brand presence

+ Devised and implemented revenue-generating lead generation strategies, driving traffic in a rapidly expanding digital media start-up, specializing in Direct-to-Consumer (DTC) brands + Executed new customer acquisition tactics, teaming with IT vendors and freelance copy editors to refine and optimize content platforms, while also spearheading the development of a company CRM system

+ Founding member of the New Business Development team for digital media agency, hiring, onboarding and managing team of five + Demonstrate the value of digital marketing to clients using actionable insights to make the case for stronger analytics implementations, stronger presence on mobile devices, and paid performance campaigns+ Develop and execute client acquisition strategies through partner marketing to create new revenue streams+ Collaborate cross-functionally with marketing, tech teams, and project managers to gather data, identify business issues, drive initiatives, conduct complex analyses, and communicate results+ Research and identify opportunities to further distinguish agency’s offering, as well as key areas for business growth and expansion

Digital Channel and eCommerce Development+ Responsible for helping to grow new ecommerce arm of publishing business, onboarding new eBook partners and coordinating development of new digital marketing plans to drive exposure + Researched and followed technology companies, marketing trends and publishing industry to identify and onboard new viable partners across various markets (retail, wholesale, library, academic)+ Work as a project coordinator across sales, marketing, publishing, legal and technical teams for new launches and marketing campaigns

+ Coordinated between Marketing, Editorial, and Sales Departments for distribution of marketing materials and collection of sales figures across 25+ imprints to 34 Field Sales Reps and +1k Independent Bookstores+ Reported promotional results and tracked field buzz, events, and recent media via Facebook, Twitter, Tumblr, and other blogging sites across all publishing imprints

+ Prepared and organized selling materials and marketing plans across 25+ imprints for national account representatives+ Produced e-mail blasts for selling representatives with pertinent marketing and PR updates+ Design account presentations and perform general administrative tasks

+ Managed and prepared reports for Barnes & Noble National Account Managers.+ Developed, designed and pitched complete marketing plans.

By means of conservation actions, research, training, public information, conservation planning, political involvement, and promotion of local ecotourism initiatives, I assisted in improving the state of sea turtle conservation and the socio-economic development of the community.