Provide consulting and freelance marketing services including SEM, Paid Social, Affiliate, and CRO to a variety of startup companies, with past clients including Waking Up, Kidstir, Vow to Be Chic, Stackin, Heal, and more

Initially hired to direct the growth strategy for Fender’s suite of consumer-facing digital products (Fender Play and Fender Tune), I gained responsibility for all digital marketing in 2019 around new hardware product launches and the company’s first e-commerce paid media campaigns in 2020. I steer the ongoing, exponential expansion of this fully realized e-commerce program following its successful pilot launch. Coordinating closely with Marketing, Creative, Analytics, and Operations teams, I develop and lead media strategies, go-to-market plans, and feature enhancements for Fender product marketing, inclusive of Shop (DTC), Play, Tune, and new guitar launches (NPIs). Additionally, I create multidimensional customer acquisition funnels and lead social channel growth efforts across platforms.Achievements to-date include:• Devising, launching, and scaling the company’s first e-commerce paid media program within 10 days to recover sales amid 2020’s global retail shutdowns, then directing the program to significantly exceed 2020 revenue expectations.• Launching new Fender Tune product in 2021, including development of a GTM plan, production of all creative.• Leading the brand’s New Player (NP) Initiative, establishing Fender as leaders in the NP space. Drove conversion of NPs into high lifetime value (LTV) buyers; overhauled Amazon Store and product mix to align with new focus. • Launching and scaling new media channels including TikTok, YouTube, Snap, and Display.

I directed multi-channel digital marketing strategies for this top-ranked global media agency, driving brand growth and revenue for clients including TOMS, Brooks Running Shoes, IMAX, Hewlett-Packard, and CBS. I established clear goals and strategic vision with each client, collaborating with Creative, Analytics, and Tech teams to deliver campaigns that bolstered awareness, positioning, and sell-through. I built, mentored, and a led top-performing team of five while managing multi-million-dollar marketing budgets. Highlighted accomplishments in this role included:• Crafting an innovative national brand strategy for IMAX that sharpened the client’s advertising focus, generated record brand engagement, and garnered press recognition in leading trade publications. • Rebuilding SEM accounts for a major automotive client, including planning and launching initiatives that enhanced ad copy, increased click-through rates, and lowered cost-per-click.• Developing advanced SEM search tactics for Brooks Running Shoes campaigns that resolved brand competition challenges, maximized visibility, and produced record sales in H1. • Implementing operational processes to improve productivity and ensure team’s well-being while providing seamless client experiences.

I defined and implemented customer acquisition strategies at this innovative e-commerce flower delivery startup, growing revenue and subscriptions significantly YoY during critical phase of the company’s evolution. In this role, I developed the company’s first 360° strategy across channel and creative marketing in close collaboration with C-level executives. I also oversaw paid search, PLAs, display, podcast, direct mail, and video advertising. During my tenure, I revamped on-site UX to enhance conversion optimization and conducted split tests between pages and testing conversion funnels to transform site’s catalogue format into a responsive, need-based user guide.

I devised and executed the leading digital marketing agency’s SEM, display, video, and paid social media advertising campaigns for both small businesses and global companies, including Toshiba. Collaborating with clients’ marketing directors, I identified business needs/goals and developed data-driven, integrated strategies that increased clients’ total revenue by up to 130% and boosted ROAS up to 60%. Leading a team of 10 on-site/remote employees, I established tools to enhance members’ performance and accountability.

• Recruited to lead affiliate program, providing strategic vision and leading team of 3 to generate $MM/month in revenue at leading subscription-based, recurring revenue ecommerce financial services company• Developed long-term marketing strategies, including launching new channels and affiliates, resulting in 30% increase in total monthly sales within one year• Launched Facebook Ads to expand channel’s responsibilities, utilizing Lookalike Audiences to prospect new customers at a strong CPA and testing and optimizing creative assets and audiences to drive revenue• Analyzed LTV, CR, EPC, and other KPIs to ensure long-term quality of affiliates and created reports for executives• Vetted and negotiated partnerships with eight top publishers, such as Centerfield Media and W4, increasing revenue 20% within one quarter• Boosted traffic and conversion rates by increasing monthly compliance ticket resolution 115% and decreasing daily rejection rate by 8%• Recruited and onboarded new affiliates, growing total publisher base to 200+, a 15% increase• Orchestrated daily affiliate marketing operations, including resolving performance and tech issues, designing and testing creative, ensuring compliance, and optimizing campaigns• Overhauled team operations, delegating projects, organizing workflows, and implementing meetings with management, analytics, and tech teams to streamline operations and increase efficiency

• Spearheaded acquisition email marketing campaigns across education and financial service sectors to drive lead generation and secure $MM in annual net contribution• Collaborated with 100+ publishers to execute campaigns, while identifying and negotiating with new publishers to grow business and routinely surpass revenue targets by up to 140%• Overhauled program strategy for Commission Junction publishers, negotiating better rate, enhancing creative assets, and recruiting new publishers, transforming failing channel into one of the top channels with a 45% margin and $KK /month in revenue within eight months• Grew affiliate channel bottom line 400% over 13 months by analyzing and tracking KPIs, such as lead performance, optimizing campaigns to surpass targets and ensure high ROIs• Directed acquisition email marketing campaigns, developing concepts, managing designs, and enhancing operations by increasing email creative testing from 1-2 to 15-20 tests/month• Formulated technical implementation and testing for call center project, creating a closed-loop performance and fraud monitoring system to ensure compliance and boosting channel profits by 30%• Negotiated and onboarded new publishers to improve debt vertical net contribution 10% and education vertical net contribution 60%• Improved reporting processes and methodologies, including creating new affiliate input tool to seamlessly manage affiliate onboarding, statistics, creative management, and payments Awards: Awarded “North America Award” for overall contribution to profit growth in 2011; Earned promotion in 2011 after starting as Associate Manager