I oversee direct to consumer marketing & analytics for Flag & Anthem's ecommerce division. Focus is on long-term profitable growth across our owned & paid channels including: - Paid social - Paid search - Shopping & CSE - Affiliates - Display - SEO - Performance video - Audio (incl. traditional radio, streaming, Podcast) - Direct Mail - CRM, Email & SMS - Analytics & operations

Acquired by Hopper in October 2021, Tiny Trips was a spin-off DTC product offering from PlacePass focusing on small breaks and getaways, monetized through lodging reservations. I helped lead the team responsible for its research, development, launch and growth going from a list of concepts through a testing & trial stage (where the company was known as "Bernard & Hawkes") through a successfully rebranded launch in April of 2021. Focused on profitability from the start, we kicked off growing a subscriber list through a rigorous content program, publishing 2-4 editorial content pieces working with a variety of writers in the New England area. We averaged open rates > 30% with over 12k subscribers and after 1 year, had over 1,200 daily visits from non-brand SEO terms. We had 10x ROAS-positive search campaigns helping to fund the business by leveraging an extensive lodging product catalog as an Expedia affiliate and scaled to $650k in revenue after four months (with portfolio-wide ROAS consistently above 3:1). PlacePass, the parent company to Tiny Trips, was acquired by Hopper in October 2021.Because everyone deserves a break. Getaways, staycations and curated lodging designed to unplug you from the hustle and get back to what's important. I'm responsible for: - Growth, marketing, customer acquisition and CRM - Overall marketing strategy and performance marketing, including: paid social, PPC/SEM/paid search, display, SEO, content marketing and with a supporting team of two, social, community and email - Brand development & awareness - On-going product development and refinement including market sizing and research - Analytics including site, marketing analytics, attribution and reporting/dashboarding - Budgeting, forecasting and P&L managementBrand was known as "Bernard & Hawkes" (bernardandhawkes.com) in our pivot soft-launch/testing phase between January 2020 and April 2021

Joined PlacePass in June 2019 to oversee and revive the growth strategy and B2C/DTC marketing for placepass.com after a period of dormancy. After 8 months, built a business case to pivot the division. Focus on a new, more profitable concept that would become known as Tiny Trips. Worked alongside Chief Product Officer, Head of Design & a team of four through 8 months of research & live conceptual testing, launching the fully bookable product in April 2021. Scaled revenue to $650k in four months with 3:1 portfolio-wide ROAS along with an active email subscriber list of 12k with consistent 30% open rates. At time of acquisition, tinytrips.com was getting ~1,200 visits a day through non-brand organic search as a result of an aggressive content and editorial program.Company was acquired by Hopper in October of 2021.

Responsible for marketing, growth and customer acquisition efforts across all digital channels and their integration with physical retail, brand marketing, data science and retention/lifecycle marketing. Primary focus on improving efficiency and scale while significantly diversifying channel mix to reduce dependence on Facebook stack. Directly managed: - paid search & shopping (launched Google Ads/AdWords/GMC + Bing) - native & content marketing (Taboola, Outbrain, launched Yahoo Gemini/Oath) - paid social (significant scale-up of Facebook/IG to include all placements/networks, dynamic retargeting & catalog integrations, launched Pinterest marketing) - video (launched YouTube + programmatic) - display (launched Criteo, GDN + site sponsorships and direct buys) - SEO re-focus (set up Google Search Console, leveraged Moz & Alexa for strategic work) - audio (launched Podcasts w/ agency) - tag management (deployed Google Tag Manager) - analytics (completely re-built Google Analytics + Facebook Attribution beta tester) - affiliate (transitioned from Rakuten LinkShare to ImpactRadius & integrated w/ influencers)Relaunched & significantly expanded affiliate program with new tech and new agency to include performance & loyalty placements and paid/sponsored inclusions (85% of program was made-up of premium publishers) plus integrated gifting and influencers into program for tracking & optimizations. Diversified demographic mix to include men's division and a re-focus on younger female segments. Member of Facebook's Disruptor vertical, beta-tested multiple ad and measurement products w/ FB product teams while growing overall channel program; contributed to creative best-practices documentation in concert with FB's creative studio. Creative management of digital assets (copywriting, cropping, re-coloring, basic video editing). Managed marketing operations & new marketing analytics setup for migration of site from previous commerce/CMS stack to Shopify Plus.

Responsible for revenue-driving, multi-channel digital marketing with increased specialization in social & display, including Facebook, Instagram, Pinterest, LinkedIn, programmatic and direct display and exchange/PMP-based trading. Manage marketing operations (system/platform implementation and alignment against tactics & campaign KPIs) and strategic optimization across channels; responsible for mobile, cross-device & identity tracking as well as measurement and attribution management. Significant experience with budgeting, data governance, media buying, analytics, attribution and revenue management. Platform experience with Nanigans Ad Engine, MediaMath, Convertro (attribution), Bidtellect, Facebook, LinkedIn, Conversant (formerly MediaPlex), AdWords, YouTube, Google Analytics & Tag Manager and DoubleClick Campaign Manager. Specialize in direct response and performance marketing & measurement, but have also managed online brand & awareness campaign flights (connected TV, streaming radio, social, native etc).Previously I was Senior Marketing Manager, Customer & Community for the N. American region heading up community engagement, CRM in a social way (including email content planning & execution), loyalty programming and other customer-facing marketing.

I handled creative marketing, analytics and social strategy for the organization. Collaborated with both colleagues internally and contacts externally (such as resources at member companies) to execute campaigns around large-scale events and other strategic initiatives. Directed and implemented email and direct marketing tactics to achieve agency goals, colored by various analytic platforms. Short term role.

Managed the marketing efforts for Zipcar's Boston & Eastern Massachusetts region including budgeting, planning, segmented marketing strategy, affiliate marketing (collegiate, B2B & consumer), social media, events, sponsorships and strategic partnerships. Liaised with corporate office on media planning and public relations. Developed and executed non-traditional marketing tactics on a local level. Provide local copywriting including that of member emails, newsletters and other member-facing communications as well as local photography. Previously as Marketing Coordinator, managed a team of brand representatives and oversaw local guerilla marketing efforts.

Perform basic client/competitive web analysis. Insights presented as internal reports or briefs. Also provide feedback on in-house firm website and recommendations for new business communications. Setup new bulk mail process through the Post Office for self-promotional mailings.

Selected images and wrote copy for select hotels on travel directory website. Assisted with new business requests, database entry and job order requests. Prepared competitive analysis report for new business pitch.

Managed a department of 15 account planners on 14 independent client contracts at the largest student-run advertising agency in the country. Clients included: The New England Board of Higher Education, Flimp Media and Hubspot.com. Conducted weekly in-class seminars on account planning techniques and practices. Edited all client deliverables including weekly status reports, proposals, creative briefs and final account debriefs.

Commissioned retail sales. Included consultations, demonstrations, sales and installations as well as in-store department support including setting up functional displays and assisting in department redesign to increase customer product engagement.

Registered focus group participants, administered pre-screening evaluations and assisted clients throughout focus group moderation.

Conducted an assessment of the communications program surrounding one of Fidelity's internal corporate education, networking and communications programs. Techniques employed included: spot interviews, e-mail and web-portal surveys and site visits. Prepared and presented client with a proposal, creative brief and final account debrief report of findings and recommendations.