Enabling Product Led Growth with a data-first approach.

Growth Marketing and business consultant with more than 10 years of experience in marketing analytics, building growth teams, launching apps, and all the fun stuff that goes along with multi-million dollar marketing budgets. Experience with early-stage start-up's to Fortune 500 companies.

As a Real Estate and Mortgage firm, we believe that the American Dream is built upon sustainable homeownership. We recognize that what we do has a noble purpose and that we exist to make homeownership a reality for as many people as possible. It is our privilege to be a part of such an important milestone in our customers’ lives.

Leading a globally distributed team responsible for Growth Product Management, Growth Strategy, SEO, SEM, Display/Social Ads, Content Marketing, and Growth Analytics & Operations.

Conceptualize, create, launch, and track marketing campaigns on paid and organic channels to increase awareness, registrations, product usage, and Enterprise MQLs and opportunities.Grow lead generation pipeline for sales team to reach MQL goals and increased marketing qualified lead gen pipe 10X.Manage a ~$3.6M annual budget for paid user acquisition, increased marketing share % of total pipe from 5% to 25%.Reduce user churn and optimize the experience using analytics, increased user engagement of product by 5%.Be responsible for hitting monthly growth targets. KPIs we track include: Revenue, CAC, LTV, ROAS.Come up with new creative concepts that market our products in innovative ways and grew user base by 10%.Segment customers and devise strategies to reach various target audiences.Conduct qualitative and quantitative customer research efforts using InVision.Support content and retention projects as needed through channels like Google, Facebook, LinkedIn, Twitter, Instagram, Quora, Bing, and email.Create marketing dashboards, analytics data for executives and board members.Move agency work to in-house in less than 60 days.

One of two instructors to create curriculum and teach on the topic of Growth Marketing alongside Sean Ellis (CEO and founder of GrowthHackers.com, coined the term "growth hacker" in 2010, and ignited growth at Dropbox, Eventbrite, LogMeIn and Lookout). One of two instructors to create curriculum and teach on the topic of Persuasive Psychology and Marketing alongside Roger Dooley (Author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing as well as the popular blog Neuromarketing.)

Lead and manage Workday's global paid and organic marketing channels, including SEM, paid social, and content marketing. Test new marketing channels and optimize Workday's existing web funnel. Drive A/B and multivariate testing programs in Adobe Target to continually improve ad and channel performance. Validate efforts by designing user studies, A/B tests, and conducting data analysis on user behavior.Develop well-informed hypotheses based on a deep knowledge of our customers and competitors.Execute experiments to test theories and find strategies and tactics that work.Work closely with the design team to create wireframes for proposed features.Develop and maintain external vendor relationships. Partner with analytics to improve reporting capabilities / marketing dashboard and develop understanding of related metrics (e.g. visits, form submits, MQL, bounce rate, etc.)Work with cross-functional teams to test new avenues for growth; design experiments to analyze multiple aspects across positioning and channels.

Ensuring www.workday.com has a best-in-class user experience.Understanding, planning and implementing the web presence that serves all of Workday audiences including: customers, partners, developers, press, job candidates, investors, and the general public. Lead keyword strategy and work with content creators to make SEO a priority in the content planning and development process. Working with external agencies to implement SEO/SEM best practices using BrightEdge, Google Analytics, and Adobe Analytics. Managing paid search campaigns (PPC) including keyword generation, ad copy testing, and landing page optimization.Developing landing page content and A/B testing to ensure highest conversion rates.Working with content stakeholders across the company to prioritize, create, implement new pages and micro-sites as needed.Ensuring the website continues to be localized for an international audience.Leading a team to maintain and evolve a world-class web site with web developers, web QA, web page design, web copy writers.Building a strong relationship with both creative and media agencies to create great work that is closely tied together between media and messaging. Managing the marketing analytics efforts to drive deep understanding of user behaviors on and off the product that can drive future marketing efforts.Working with campaign managers to constantly optimize lead generation efforts.Maintain page content using Adobe Experience Manager CMS and HTML/CSS.

Involved in all aspects of marketing and social media including email campaigns, social media presence/follower-ship, grassroots/local efforts, community management, and driving user growth overall.Worked with UI/UX design, product management and engineering teams and senior leadership.Managed all aspects of the user acquisition funnel through critical metrics.Drove all paid and unpaid acquisition tactics including e-mail using MailChimp, social media marketing, paid and organic search (SEO/SEM), and corporate blog.Developed and launched community blog using WordPress content management system for new opportunities to generate traffic to website.Built relationships with the PR community and influential bloggers.Drove discovery and engagement through SEO/SEM and social platforms including Facebook, Twitter, YouTube, Pinterest, and Instagram.Developed and tested innovative new channels and solutions for user acquisition.Developed A/B testing programs to maximize acquisition efforts, engagement, and conversion to subscription.Pursued creative ways to achieve growth cost effectively including PR and playing in various ecosystems.Worked with product teams to identify features that improve effective customer acquisition.Conducted analysis to determine value of acquisition efforts and optimization.Generated performance reports and presented to executive team.

Product marketing and re-branding of AutoCAD WS to AutoCAD 360. Build mobile and web strategies for AutoCAD web and mobile app features focused on the core collaboration experience on desktop, web (SaaS) and mobileResponsible for flagship enterprise web and mobile email, security and device management product for iOS and Android. Develop Go-To-Market strategy (product positioning, pricing strategy, market analysis, release plan, targeted messaging) for product releases, product positioning, messaging, collateral and marketing campaign assets.Partner with user experience team and web marketing on projects to improve site-wide usability and discover-ability for AutoCAD 360 mobile and web (SaaS) apps.Drive product usage of the 12+ Million AutoCAD WS users and monetize app through multi-touch nurturing campaigns (email marketing, website design & development, and social media marketing).Own and manage the email nurture marketing program from development to execution (IP address warm up), content marketing, to post-campaign report analysis; combining strategic, long-term planning along with daily execution using the ExactTarget platform.Conceive, execute, and assess performance of A/B and multivariate tests, and constantly iterating emails based on findings to maximize campaign performance.Leverage our ESP to develop transactional, promotional, and informational content strategies that drive users to this site to download the AutoCAD 360 web and mobile app, utilizing email best practices, and ensuring CAN-SPAM compliance.Work with creative agency to conceptualize, design, and implement effective website design, email templates, and landing pages.Analyze key performance metrics, such as open rates, unsubscribes, spam reports, CTRs, conversion rates, engagement, and user retention.Develop & manage content such as articles, blogs, SEM/SEO, & press releases.Manage content on Social Media sites: Facebook, Twitter, YouTube, Google+.

Developed and built LOVE Frozen Yogurt Bar from start up to generate a six-figure sales annually; established strong 10,000+ customer base.Created and managed marketing plans while working closely with development teams, and sales and executive teams in managing the launch of the new products.Led the expansion of social media footprint accounting for nearly 300% growth of total social media community via 100% response rate to every comment, post, tweet and/or message through advertisement with new sales tools (Facebook, Twitter, Yelp, FourSquare, WordPress, etc.) and marketing collateral (LOVEYogurtBar.com, TV, Radio, print ads).Developed strategic advertising programs resulting in higher revenue levels.Built and managed digital content marketing, website design, search engine optimization (SEO), paid placement (PPC, Google AdWords), Google Analytics, and social media.Created viral online content and ran promotional campaigns such as discounts, sweepstakes, and contests for community.Optimized website to perform well in organic search results, with an emphasis on complementing paid search campaigns to create an all-inclusive SEO and SEM presence for branded keywords and long tail search terms.Experienced with HTML, CSS, JavaScript, Dreamweaver, Adobe Photoshop and Illustrator.Interfaced successfully with executives, senior management, and financial decision makers.Designed and created the LOVE Yogurt Bar business brand.Hired, trained, and supervised 60+ employees over a three-year period.Established business relationships, maintained, and built solid relationships with other businesses to build customer-base.

Specialized in wedding and event photography; averaging 3+ weddings per month; grossing five-figure revenue per month. Designed and created the Triple 8 Photography business brand, including website, and social media presence (Facebook, Twitter, Flickr).Honored in 2011 as top 5 wedding photographers by Albuquerque and Santa Fe, New Mexico’s Perfect Wedding Guide.Invited and participated in trade shows, marketing events, and presentations.Expert proficiency with design programs including Adobe Creative Suite.Conducted commercial photo shoots for political figures: Congresswoman Michelle Lujan Grisham, and Gubernatorial candidate Pete Domenici, Jr.

One of 5 direct reports to the CEO and CFO with full responsibility for all aspects of "Making Small Business Happen" through Customer Acquisition, CRM, including; Digital Marketing, Direct Marketing, Sales Conversion, Telemarketing, eCommerce, Product Management, Brand Management, ownership of $500,000 annual marketing budget.Lead 4 direct reports of the Digital Marketing Team (Web Designer, Social Media Coordinator, Web Content Writer, and Public Relations) to design, build, and coordinate a wide mix of marketing campaigns including: Pay Per Click (PPC), Search Engine Optimization (SEO), Landing Page Optimization (using 
A/B and Multivariate Testing), Website Redesign, Lead Generation, Google AdWords, Webinars, Social Networks, E-Mail campaigns, Affiliate Marketing, Blogs, Up-Sell Programs, and SEM as measured by ROAS and ROI analysis.Collaborate cross-functionally with Sales, Product Management, and IT to ensure optimization of online initiatives to drive customer acquisition using Google Analytics.Work with marketing organization to build lead generating and drip nurturing programs to attract viable prospects, build relationship and retain existing clients.Provide weekly detailed reports reviewing Marketing program performance including recommendations and action plan for increasing sales and managing expenses.Established solid CRM via employment of weekly email marketing initiatives to approximately 2.4M opt-
in email subscribers using a mix of compelling content and discounted offers to stimulate interactivity 
with the goal to engage and educate visitors.Develop and manage content such as articles, blogs, press releases, and advertisements.Manage content on Social Media sites including Facebook, Twitter, YouTube, LinkedIn. Enhance and manage marketing information systems to include marketing automation systems, integrated CRM, Kentico CMS using HTML, CSS, RSS, Javascript, etc.

Developed and analyzed press releases, radio, television, and new media advertisement to distribute information about the gubernatorial candidate and race.Maintained the website, digital social media (Facebook, Twitter, Flickr).Identified and presented new ways to integrate social media into client business strategies and email marketing campaigns (Constant Contact, MailChimp, etc.).Evaluated the campaign and translated anecdotal or qualitative information into suggestions and plans for revising the social media campaigns.Responsible for creating and maintaining WordPress website; developed consistent and compelling online content and messaging.

Implemented custom patient treatment plans tailored to 30+ individual client needs, couples, and group therapy sessions.Conducted interviews, assessments, and diagnostic sessions and worked with adults, adolescents, and children to strategize and implement a more effective business and life.

Restructured and managed 5 new and 10 ongoing projects overseeing clients’ confidential casework and assignments. Developed more efficient system using Excel and PowerPoint to supervise, train, and delegate assignments to personnel. Managed personnel in-house as well as via teleconference to other personnel nationwide to resolve and organize secured client assignments. Advised and offered guidance to other program managers.

Founded and served as President for three years participating in all phases of the planning process, initiated governmental affairs and association management. Developed and updated association's website and media sites regularly. Managed 100+ members and 16 board of directors including: financial management, member communications, public relations, program management, secretarial, and fundraising campaigns.Advised board of directors weekly to discuss important issues pertaining to the website creation/development planning, marketing, annual training, membership campaigns, and promoted subcommittees. Prepared and managed $15,000 budget fundraised and given to our organization by the Student Association.