• Lead paid media strategy for e-commerce brands including Savings.com• Orchestrate comprehensive solution for performance marketing program

• Guided paid media strategy and increased gross profit by 60% through collaboration with international sales and marketing teams

• Provide digital marketing strategy for pre-seed 529 plan gifting app that is making education more accessible to AmericansHadley matches families looking to save for education to the 529 Plan that's right for them, for free. Hadley then makes it easy for everyone to make contributions – parents, friends, family members, neighbors, you name it - with just a tap in the app. Hadley is a public benefit corporation and Registered Investment Advisor with the SEC that exists to make education an accessible and affordable reality for all Americans, no matter their zip code.

I played a pivotal role in positioning Upromise, a premier loyalty program with $34 million in annual revenue from 2 million members that has saved families more than $1.2 billion in rewards, following acquisition by Prodege in 2020. I was instrumental in re-shaping the Upromise brand narrative and driving its market presence to re-accelerate business growth. As the sole 100% Upromise employee in a matrix organization, I had the privilege of spearheading the business strategy and daily operations. I navigated complex dynamics with finesse, ensuring alignment and driving synergies across teams.• Directed $2.9 billion annual spend Upromise co-branded credit card program with Barclays and Mastercard while increasing spend per account by 5%, reducing cardholder churn by 16% via quarterly reactivation offers, and increasing new account acquisition by 45% via direct mail and limited-time offers• Managed Upromise digital loyalty program with a 22% lift in revenue per user through data-driven product marketing (improved onboarding series, new member paths, targeted user acquisition sources)• Led comprehensive brand refresh including value proposition expansion, persona development research, and go-to-market strategy for student loan repayment• Headed strategic partnerships with 30 college savings plan managers to support new member acquisition goals and $25 million in annual rewards transfers, notably with Ascensus whose READYSAVE 529 partnership will add 10K accounts annually• Owned Upromise product development roadmap to improve customer experience and site monetization

• Ran robust $100K spend per month paid search program for charitable giveaway campaigns with partners like Make-A-Wish, Boys & Girls Clubs of America, and St. Jude Children's Research Hospital• Audited entire Google Ads program and prepared a formal plan to bring paid marketing efforts in-house to save $30K per month• Piloted new Google Ads Performance Max campaign type (unveiled in November 2021) with 30% lift in ROAS• Achieved cost per acquisition, ROI, and retention goals amid an increasingly difficult macroeconomic backdrop

• Guided core U.S. and international performance marketing business decision-making, planning, and prioritization as "number two" member of the management team• Provided due diligence support for two Savings.com company sales (to Platinum Equity, 2016; to Centerfield Media, 2020)• Led and motivated team of four employees who managed book of 2,000 PPC campaigns totaling $4 million in annual spend• Ran full funnel of marketing campaigns from acquisition to revenue to retention while always achieving annual ROAS goals• Ensured the profitability of all 10 core global company revenue streams in accordance with annual budget of $22 million gross revenue and $6 million EBITDA (47% bottom line beat in 2020)• Responsible for US annual budget planning, weekly financial forecasting to C-Suite with <1% error• Consulted extensively with sales team to strategically grow 4,000 merchant relationships with largest clients like Macy's realizing 35% lift in 2018 to 2020 revenue• Successfully completed six-month integration with Centerfield Media company processes pre- and post-acquisition in 2020• Oversaw email marketing and customer acquisition program of 800K active subscribers, 40K monthly new accounts, and 40 million monthly send volume across 8 countries• Acted as outcome-focused product manager for proprietary paid search bidding platform owning 70 user stories annually

• While Head of Marketing, also led the global organization’s agile product development process and managed three additional employees• Owned roadmap, aligned with company objectives, endorsed formal planning with appropriate project frameworks, fostered communication across product managers, developers, and business owners• Launched Rewards (cash back) product within months after inheriting project that was a year behind schedule• Revamped site optimization and landing page testing process to better sustain five simultaneous tests with goal of 10% annual revenue lift

• Managed five direct reports who drove $15 million in annual affiliate SEM revenue from 1,000 national retailers• Optimized campaign performance for largest PPC campaigns using analysis of data from various sources (Google Ads, Microsoft Ads, in-house keyword management platform) to ensure specific monthly revenue/gross profit/ROI goals were met• Independently secured $1 million per year of incremental revenue at 50% gross profit margins using a combination of industry tools• Developed and implemented workflow improvements for entire search marketing team that yielded an extra $50K in annual gross profit

• Owned entire program of pre-production, coding, campaign setup, deployment, A/B testing, and analysis of 20+ million monthly personalized B2C marketing emails to a global audience using ExactTarget platform• Launched personalization program with product, design, sales, and tech teams to deliver 50% email channel revenue growth

• Created website to promote positive awareness of African information communication technology (ICT) advances• Researched and wrote original data-driven articles examining how all 55 African states are embracing the internet (mobile & broadband)• Engaged with international entrepreneurs, media, and scholars working in the African ICT space to spur further discussion• Led a crowdfunding campaign to attempt to enable an entrepreneur in Bamenda, Cameroon to provided accessible open source computing• Referenced by The Guardian, TIME NewsFeed, Fast Company, VOA News, Stanford University, ICTworks

• While Search Engine Marketing Manager at Savings.com, also co-managed $300K in annual paid user acquisition spend for prominent grocery savings app (Favado) across multiple mobile ad channels, including an industry-leading $0.85 Facebook cost per install

• Managed key aspects of B2C and B2B email marketing campaigns including development, design, coordination, and execution of 70 regular campaigns across 50 websites• Consulted with each property to recommend best practices to optimize integrated marketing efforts (user acquisition, engagement, retention, etc.)

• Managed and reported on availability of advertising inventory for CarsDirect• Monitored and optimized ad campaigns in order to maximize revenue from national automotive clients• Created detailed market analysis reports to share with clients on a quarterly basis• Analyzed traffic metrics for entire company portfolio of over 200 web properties

• Conducted competitive analysis to increase web portfolio holdings for a publicly traded company• Identified potential web acquisitions using various valuation models and administered upfront due diligence with respective owner• Prepared ad hoc quantitative duties for key executives and supported two internal projects originating from the office of the CEO

• Provided one-on-one academic support to middle and high school students