In November 2024, my role expanded from managing full-funnel media strategy to also lead paid media creative and content strategy, overseeing across all paid channels - ensure alignment throughout to deliver cohesive, impactful campaigns.

- In June 2023, in addition to managing paid social & search brand strategy, my scope expanded to include: OLV/CTV, display, out-of-home media, publisher partnerships & affiliate marketing.

- Brand lead in paid social & search channels, support media director in leading strategy development, campaign & content mapping, internal briefing & hindsights. - Translate business and marketing objectives into paid search and social strategies, collaborate with key internal partners to ensure campaigns align and integrate with other digital and traditional channels within the media mix- Support the media director on creating and implementing acquisition & retention marketing strategies in support of katespade.com, kate spade surprise sale site, specialty & outlet doors- Collaborate and manage an external agency & vendors to proactively keep ahead of timelines, deliverables, and communications- Contribute to the process of briefing and approving creative assets through the creative team- Analyze campaigns and translate qualitative data into recommendations and plans for revising the campaigns and push agency & internal stakeholders to make optimizations to improve KPIs on an ongoing basis- Participate in cross-functional team meetings to contribute digital innovative ideas and communicate digital campaign strategies for all launches and promotional activity- Partner with internal and external teams on constant paid social testing

- Lead optimization for all paid social, search, affiliate and display campaigns in partnership with AOR- Provided written & verbal weekly recaps and actionable insights to upper management - Developed strategic plans to drive spend efficiencies across paid channels while attaining business goals for retained and new clients - Measured performance leveraging multi-touch attribution tools — analyzed opportunities to shift spend across channels and audiences - Focused on optimizing creative, targeting strategy and new platform opportunities in a test & learn setting, contributed to a quarterly roadmap (constant incrementality testing, A/B creative testing, etc)- Developed monthly and quarterly revenue and traffic forecasts in partnership with media agency - Lead status calls with external vendors & agency — developed and maintained partnerships - Collaborated closely with CRM team on audience segmentation, strategy and testing opportunities (churn prevention, predictive modeling, affinities) - RFP’d media partnerships in partnership with agency for seasonal upper-funnel digital brand campaigns - Partnered closely with brand and creative teams to provide actionable insights around creative and messaging — identified testing opportunities - Lead cross-functional partnerships with merchandising and planning teams to action on product / category marketing opportunities within the paid social, search & affiliate space - Partnered with senior manager on all budget, spend tracking — reconciled with finance on a monthly and quarterly basis - Managed 1 direct report — delegated and developed onboarding calendar, set key benchmarks to measure success

- Measure performance against KPIs in SEM programs, affiliate marketing, display and paid media campaigns. - Provide written and verbal performance recaps to leadership - tie in actionable insights to quickly impact daily/monthly/quarterly business goals.- Analyze both last-click and multi-touch attribution models. Quickly identify opportunities to shift investment levels and optimize tactics to drive profitability that considers two views of impact: last-click ROAS and multi-touch Enterprise Marketing Return (EMR). - Manage an external media agency. Lead weekly calls & work closely to optimize campaigns on a daily basis to drive EMR through client acquisition, reactivation and retention programs.- Partner with agency on the development of all testing strategies in performance channels; constant incrementality testing, geo-optimization scaling, A/B creative testing. - Synthesize & communicate key business goals to inform testing roadmap and (traffic, revenue, spend) projections. - Manage budget - from PO creations to identifying trends to optimize spend and media mix. Reconcile budgets at month-end with finance.- Collaborate with CRM on segmentation lists and targeting strategies.- Partner closely with the brand marketing and creative teams; communicate strategy, best practices and brief seasonal/monthly editorial ads. - RFP editorial media partnerships (BuzzFeed, refinery29, PureWow, PopSugar).

ANN INC. is a group of speciality apparel retail stores for women, a subsidiary of Ascena Retail Group. - Measure performance against KPIs and ROAS in SEM programs, affiliate marketing, display and paid media campaigns. - Pull weekly and daily reports of digital marketing initiatives (.COM traffic, revenue and conversion), provide recaps.- Proficient in Adobe Omniture Analytics, MAP, Tableau, Google Ads, Search Ads 360, and DoubleClick Campaign Manager. - Analyze both last-click and multi-touch attribution models. Quickly identify opportunities to shift investment levels and tactics to drive revenue considering two views of impact: last-click ROAS and multi-touch Enterprise Marketing Return (EMR). - Assist in the development of testing strategies in paid social, search and affiliate channels; on-going incrementality testing, geo-optimization scaling, A/B creative testing. Provide ad-hoc reporting to quickly pivot into opportunities and reduce inefficiencies. - Develop monthly/daily site traffic projections for e-Comm marketing channels. Work with search and social agencies on both traffic and revenue forecasts. - Manage and track pace to budgets. Identify trends to optimize spend. Reconcile budgets at month-end with finance. - Lead weekly calls with external agencies (Conversant, Rakuten, SocialCode, iProspect, Ovative and rewardStyle). Work closely to optimize campaigns on a daily basis to drive revenue and customer engagement through client acquisition, reactivation and retention programs.- Collaborate with CRM on segmentation lists and targeting strategies to ensure successful conversion-driving campaigns. - Partner with the brand and creative teams; communicate strategy, best practices and brief seasonal editorial & promotional ads for performance channels. - Coordinate and RFP editorial upper-funnel media partnerships; communicate creative asset needs, strategy, create and provide DFA tracking, analyze performance.

In the 2018 Summer Internship Program, I worked in the digital marketing department with the performance marketing team for the brands LOFT, Lou & Grey and Loft Outlet. Throughout the 10-week program, my duties ranged and included the following: pulled weekly reporting and analyzed Lou & Grey performance across all digital channels, helped to manage projects with external media agencies (paid search, paid social, display and affiliate), responsible for communicating strategy and needs for editorial and promotional refreshes, and collaborated with a cross-functional team to address an intern project brief (Store of the Future) and presented to leadership.

The American Advertising Federation (AAF) is an advertising national organization. St. Bonaventure's chapter, Kwerkworks, is a student-run agency. Each year, Kwerkworks competes in the National student Advertising Competition hosted by AAF. Our objective was to reposition the Ocean Spray brand to target and increase awareness among millennials ages 24-35. Working with a set of goals, we developed an advertising campaign across all channels and pitched to judges in NYC. Competing against other schools, we placed 3rd in our division. As a member of the social media team my responsibility included the following: - Worked cross-functionally with creative, public relations, media and planning teams to create a full-funnel, cohesive messaging strategy across all channels.- Strategized and developed social campaigns that worked to achieve three objectives: increase brand awareness and consideration among target audience, effectively communicate brand voice, differentiated Ocean Spray from competitors. - Researched social media trends and best practices. - Constructed a plan to lift Ocean Spray’s social media presence and brand consideration through interactive, engaging campaigns. - Developed a high-level Ocean Spray app proposal to drive both brand loyalty and retention. - Worked closely with media and planning teams on flighting and budget.*Plansbook available upon request

Her Campus is a national online magazine divided into "chapters." Each college campus that partners with Her Campus has a chapter. The magazine is "a collegiate's guide to life," serving as a resource for health, love, style, news, life and career.As the SBU's senior editor, I lead a team of writers to publish engaging content on a weekly basis. Responsibilities:- Worked with writers to develop content that was relevant to current trends. - Oversaw all content before it went live on the website (blogs, features and profiles). - Proofread sentence structure, punctuation, grammar, spelling, clarity and overall quality.

I worked at LOFT during the summer of 2015 and 2017, the winter breaks of 2015-16, 2016-17 and 2017-18. I worked an average of 20 hours per week styling customers in the rooms and working the register. I used my knowledge in clothes and fashion to provide service to clients that need assistance in buying and putting together outfits in dressing rooms. I also learned organizational and multitasking techniques.

”UNLEASHED is a 501(c)3 non profit media organization founded by Kara Ross. UNLEASHED celebrates and supports female artisans and entrepreneurs around the world through multimedia storytelling. Through series of short films highlighting inspiring women, UNLEASHED explores the challenges, opportunities, and strategies of women in business, entrepreneurship, and art.”Responsibilities: - Pitched and executed marketing campaigns focused on increasing the awareness of UNLEASHED brand initiatives. - Worked to re-brand from a luxury jewelry and handbag company, previously Kara Ross New York, to a 501(c)3 non-profit. - Wrote company articles and press releases. - Merchandised jewelry and handbags. - Researched and developed trend forecasts. - Created and monitored social media posts on Instagram, Facebook and Twitter. - Styled for promotional and social media photoshoots.- Utilized Adobe Photoshop and Illustrator to create content for social media.

NYS Women Inc. is an organization dedicated "to build powerful women personally, professionally, and politically" with the vision to "make a difference in the lives of working women." Currently, our internship team based at St. Bonaventure University is focused on implementing a marketing plan to decrease the median age of members from 65 to 55. The progress research team is responsible for tracking the marketing plan progress and research the success it will bring through reaching out to members and leaders from each chapter.

TAPinto Greater Olean is a local online news site staffed by St. Bonaventure University students. We are responsible for finding stories, conducting interviews and keeping social media pages updated.*Writing portfolio available upon request