How the Ads Work is my own personal marketing website, advertising portfolio, and think tank for developing new ideas, products, and tools for improving modern day advertising using the latest developments in machine learning technology. It’s a place where anyone can read my blogs, buy my next book, or request any of my marketing consulting services.

Emerging as one of the leading frozen seafood brands, I’m currently helping Tai Fong USA, working as the Marketing Director for Tai Foong USA, one of the top providers of sustainable and healthy Frozen Seafood and Asian Cuisine worldwide. As the Marketing Director, I’m helping to lead all marketing efforts for household name brands such as Royal Asia, Northern Chef, Dine Well, and more all to ensure that our customers get a quality digital experience that translates into store traffic & sales.

In need of a sales spike, my role was to come in and lead turn around growth marketing efforts for one of America’s most beloved DTC brands continue to stay relevant and seasonally rememberable as the perfect gift for any occasion and for anyone. As a result, I came in and created all new marketing KPI’s along with the blue print for how to achieve a ground breaking y/y growth goals. I built the marketing team, established all new processes, along with the activities and how they were integrated. As result, we achieved record breaking sales, including one period of time in which we reached the highest volume of sales in company history ever recorded in one day.

Looking to streamline their digital operations, my role was to come in and help this storied agency, and one of the top restaurant marketing firms in America, create the process for how they approach digital for their clients, what types of goals to go after, and how to develop internal teams so that they have the capabilities to go above and beyond for the client and for the agency. As a result, I created all new organization structure, a new approach for digital service offerings, scalable pricing structures to improve profitability across P&L’s, and year-long team performance training plans for each individual working in digital so that they could work with also getting free training to take their passion and skills sets to the next level.

In charge of leading large-scale digital transformation to drive profitable growth. Initiating opportunities with C-Suite executives, providing counsel to senior clients, and preparing dashboards and presentations to clearly communicate findings from digital campaigns to management and the broader organization.-Create digital playbooks & establish strategic partnerships across business pillars and functions for how to digitally operate business and execute new performance marketing activities. -Lead the execution of all digital marketing activities including SEO, SEM, and paid social media across internal digital agency business functions to achieve growth objectives.Identify marketing and ad effectiveness while being able to properly attribute ad effectiveness and then use that to quickly scale all advertising ROI.-Build teams by managing hiring process- then train, educate and develop talent on how to execute media strategies in order to develop high-performing digital marketing teams.-Manage budget, operating costs, digital investments, and P&L by directing how to achieve both business and marketing goals in a manner that drives revenue by growing sales and establishing profitable growth.

Agency ambassador responsible for winning and organically growing global DTC business and in charge of building our digital marketing teams. I lead a portfolio of clients and manage all multi-channel digital marketing activities across paid social, digital display, paid search, SEO and programmatic advertising in order to help our global brands expand cross-boarder into domestic markets using localized ad networks and marketing channels to drive ecommerce sales.-Create global DTC performance marketing strategies that support a variety of product lines.-Leverage existing data and analytics to formulate pricing strategies per each product.-Lead all brand marketing initiatives to grow ecommerce channels using strategic media planning and media buying campaigns to achieve key sales targets improve performance ROI.-Design marketing roadmaps for each product along with sales forecasts and key KPI’s.-Identify product audience segments to engineer full-funnel programmatic advertising campaigns optimized to deliver optimal Volume, Costs, and Conversion outcomes.-Responsible for leading the paid media teams and all paid advertising campaigns.-Driving innovation in how we use machine learning within our advertising.-Developing custom marketing models and algorithm to define effectiveness.-Managed accounts with multi-million dollar budgets and responsible for real time distribution, campaign optimizations, and re-allocation to best performing channels within mix.-Monitored the sales funnel and marketing process to ensure returns aligned with goals.-Based on results and analysis, leveraged the data to determine best paths to profitable growth.-Create robust account reporting methodology and set the framework for how we monitor, track, and measure across all channels.-Recruit and onboarding new hires, lead internal training, provide coaching and feedback for continual improvement and overall skills development.

Head of multi-touch attribution and marketing mix modeling for paid media leading all of APAC. Responsible for leading both sales and customer success teams in order to create a collaborate atmosphere, foster collaboration, and bring solid data oriented ideas and performance solutions to improve our clients investments and returns across their advertising channels. -Defined the sales strategy by product line and created internal marketing plans. -Built and established Account Based Marketing Funnels (ABM) for lead generation.-Managed the entire SQL process using CRM management systems.-Lead client onboarding for customer success teams and account delivery process.-Build and execute client plans leveraging multiple data sources to determine direction.-Developed custom marketing mix modeling solutions for media investment purposes.-Engineered client multi-touch attribution solutions based on customer journey road map.-Identified new channel opportunities and ways to optimize marketing mix to maximize growth.-Strategized based on the data new opportunities for clients to scale digital business, ways to increase customer acquisition and methods for retention.-Managed P+L for the division and responsible for reaching internal and client sales targets.-Hire, lead and develop a high performing team of data analysts and specialists. -Created the best internal system to empower teams while inspiring the day to day work.

Agency lead responsible for managing paid media for a portfolio of global clients, driving both creative and managing investments/returns by directing marketing mix modeling.-Build out integrated marketing calendar for clients driven by analyzed consumer insights.-Developed client content marketing strategy to achieve top search ranking and ad engagement.-Crafted storytelling from data and insights to define brand positioning and brand messaging.-Built seasonal calendars that integrated all brand moments, shopping promotions, LTO’s.-Directed all marketing efforts from calendars through digital channels aimed at driving digital customer growth and revenue for both B2C and B2B clients.-Lead implementation for all campaigns across all channels, including social media, search engine marketing, display advertising, and email marketing. -Managed the marketing budgets, resource allocation, and how to optimize for better ROI.-Delivered performance reports on a weekly bases, optimizing and always lifting results.-Built a global team of marketing professionals, providing leadership to teams while also partnering with internal and external graphic designers, web developers, and creative teams.

I co-founded EDGE, a millennial focused product marketing agency, and grew it into a global agency with clients in New York City and Tokyo. Clients: Google, Pernod Ricard, Microsoft, TripAdvisor, Steve Madden, Jabra, and Code 42.*Created multi-channel product launch marketing strategies for fortune 500 companies, leading industry brand, and VC funded startups.*Developed data-centric customer segmentation plans to develop messaging strategies across Digital, Social, PR, OOH, and Experiential activities.*Spearheaded B2B and B2C inbound and outbound sales strategies and funnels to quality contact to drive segmented CRM campaigns, driving all new business efforts.*Managed team of editors and content creators to develop creative campaigns, content calendars, and paid publishing plans across Facebook, Instagram, and YouTube.*Lead product teams to develop mobile applications, web platforms, and live digital activations.*Worked cross-functionally to align organizational efforts around new campaigns and initiatives and ensure synergistic symmetry.*Amplified projects by building global influencer network and localized ambassador teams to perform digital and offline trials, drive in-store traffic, and increase brand values and awareness.*Strengthened brand marketing initiatives through strategic media buying campaigns and partnerships.*Project lead monthly experiential activities including concerts, in-store events, and trade show activities.*Drafted all analytics reports and performance marketing analysis updates to define ROI. *Established company as digital thought leader for investing in and building client value-adding SAAS platforms to increase marketing performance.*Recognized in AdWeek, Entrepreneur Magazine, and Forbes for brand results.*Appeared as industry analyst and thought leader on Bloomberg Television and Fox Business as a thought leader in millennials content marketing and product launch insights.

I had the pleasure at Ogilvy of working with some of the smartest people in both advertising and social media to help our clients understand and build out better digital influence practices. As Vice President of Digital Strategy, I develop strategic approaches to using social media across paid, owned, and earned media channels for a wide variety of clients, such as American Express, LG, Knorr, and GE Capital.*Spearheaded digital and social brand marketing strategies for brands like American Express, LG, and GE Capital.*Designed the creative brand strategy behind all digital campaign efforts and programs.*Project managed the executional efforts across both paid, earned, and owned media channels and platforms.*Managed a team of Account Directors, Senior Account Executives, and Account Executives.*Coordinated budgets, schedules, project timelines, and cross functional efforts to gain organizational alignment.*Managed vendor partnerships with leaders social tech and other digital SAAS platforms.*Participated as an agency thought leader working with leading CMO’s and CEO’s to accomplish marketing success and best in performance ROI.*Worked with larger Ogilvy internal team to develop industry leading practices and Social@Ogilvy practice.

Interactive agency, made 2010 INC 500, and nominated for OPM’s agency of the year.*Developed agency Social Media offerings, solely managed $300K in new Social Media business. *Managed the portfolios, strategic planning, campaign execution, and community management for 6 clients. Clients include RETAIL, HAIR CARE, WHOLESALE, & ORGANIC FOOD MARKET brands.*Built social media Facebook & Twitter campaigns focused on acquisition and POS conversion.*Performed all analysis and reporting through Google Analytics, Raven, and Facebook insights for clients.

A Social Media focused agency, rated top 10 most innovative companies in the world by FAST COMPANY. *Developed Digital solutions for potential PHARMA client.*Strategies included 360 interactive model using Search, Social Media, Web Optimization and Mobile.*Social Media interface involved Facebook Open Graph, Bloggregator, Webisodes, and Microsites.*Digital measurement/performance process involved audience segmentation and listening practices. *Directly presented Digital and Social Media solutions, facilitating the client through the process.

A Social Media and new technology platform connecting “experts” with their target market of consumers. *Developed 2-year marketing plan under a $4 million dollar budget.*Performed market research and competitive analysis to base all market strategies around. *Facilitated web development and design of all landing pages and list building strategies.*Created Social Media Marketing strategies built around Facebook, Twitter, and YouTube campaigns.*Implemented Search Engine Optimization strategies to drive Ecommerce store to top search ranking.*Developed company Search Engine Marketing campaigns to expand brand through paid advertising.*Used Social Media Measurement tools to monitor data activity and engage audiences toward brand.*Created Email Marketing strategies and management system.

• Built business development and marketing model for targeted B2B client market.• B2B marketing model resulted in 80% success rate, establishing companies first client relationships. • Created all digital marketing strategies for client base, with a B2C focus.• Digital marketing strategies for clients included Web Optimization, Social Media, SEO, and Email.• Built Social Media audience building strategies for clients based on Facebook, Twitter, and YouTube.• Social media strategies included 3-month success plan and guaranteed profit return for clients.

• Performed all analytical consumer research and to develop B2B digital marketing and sales strategies.• Interactive, Social Media, and Direct Marketing practices resulted in 400 new client relationships. • Managed IT development staff to produce online Social Media applications for clients.• Directed all analysis from consumer test marketing to apply toward new strategies for growth.• Such strategies included direction of brand management, Digital, Social Media, and Direct Marketing. • Social media marketing included high-level Facebook, Twitter, Youtube, and Blogging strategies.• Direct marketing included multiple public events and trade shows, marketed by email campaigns.

• Developed media and communication materials for consumer market and managed staff of 84.• Clients included SONY, The WB, LIONS GATE, and MICHAEL MOORE. • Directed distribution strategies of media materials through online advertising and digital marketing.• Online advertising included banner ads and other forms of interactive advertising.• Managed social media and online marketing campaigns to generate revenue from DVD sales.