XDF is the personal brand and business that I have established for myself, and that has taken root in the following ways: > Consulting in the areas where my "Xperience" best suits me - ---> Digital (Advertising, Market Analysis, AI Strategy/Research): - Supporting small/medium business owners in developing and innovating their brand image. Partnering in website enhancement, market planning, content strategy, and new digital media methods.---> Fashion Styling (Personal Shopping and Style Consulting): - Guiding clients on image development by identifying personal style, discovering designer brands/retailers to prioritize shopping, and adopting desired aesthetics to enhance wardrobe and social engagements.> Established multiple platforms for content creation and social influence, where I have executed collaborations with a variety of different brands.> Actively forming a collective online audience of over 300K followers across YouTube, TikTok and Instagram - engaging users through fashion, popular media fandom, and cultural discussion.

> Partnered with Global CEO on the implementation of an MFG Learning program, change management and operational efficiency; aimed toward elevating cross-region thought leadership, and aligning media/strategy work with broader client OKRs. Author of newsletters published globally to Google.> Pioneered AI case studies and strategic framework, guiding teams across NA, EMEA and APAC on how to leverage Google Gemini to cultivate efficient strategy and business thinking. Impact measured through high deliverable scores and time savings.> Evolved Google Fi’s business strategy, advising the program’s executive sponsor on how to leverage full-funnel strategy between Free Trials and Paid Sign-ups - highlighting areas to maximize ROAS and “Incrementality” moving forward.> Supported teams globally in developing narratives around advanced analytics measurement (Conversion Lift, MTA, MMM), championing the centralization of cross-region learnings and establishing case studies to help Google improve business strategies.> Strategically guided cross-functional teams to surpass media goals and garner $12MM+ incremental budget across Google Fi, Fitbit, and Chromebooks Retail, despite the challenges experienced from overall Google portfolio budgets cuts and agency restructures.

> Collaborated with cross-functional leadership to establish a full-funnel media planning strategic roadmap, which is being used to guide Google executives on how to establish better cohesion between their Brand and Performance (DR) programs.> Secured $18MM incremental in Q4’21, for Google Fi brand campaign budget, which helped fund a successful campaign that lifted 25.4MM users in awareness, and 6.6MM users in consideration of the product.> Led the development and presentation of fundamental planning workshops for agency discipline, aimed toward elevating talent and knowledge, including compelling storytelling, business/strategic commentary, and performance analytics analysis.

> Directed the maturation of Chromebook's global DR program, switching from a $25 Cost Per Acquisition goal to a $10 goal, resulting in the brand's most efficient year to date (300% increase in conversion volume YoY/2.1MM referrals total, and 322K retail orders garnered).> Supported internal SVPs in developing a Retail POV for Google's hardware accounts, outlining both global and regional retail activation opportunities for Google Executives to explore in detail.> Successfully secured budgets for digital-only campaigns for Chromebook Brand despite budget limitations through the pandemic, maintaining ongoing revenue for the agency and successfully lifting consideration among 15MM users in the second half of 2020.> Collaborated Google MediaLab and PHD media agency to establish an audience playbook/strategy for Chromebook, pulling insight from MRI, YouGov and Google propriety tools to define audience segments.

> Provided planning leadership to the cross-functional teams on the Chromebook account, with the team achieving 1,203,729 referrals, 179,545 retail orders and lifting 35MM users in consideration for the account through 2019.> Collaborated closely with Google Product Marketing Managers to establish a data document housing all brand campaign media performance for Chromebook Executive Sponsors.> Led planning for the global expansion of Chromebook's DR program into 10 new markets between EMEA and APAC, including floodlight tagging, budget and conversion forecasting, and reporting.> Pioneered the introduction of Latinx media strategies on Chromebook across YouTube and Social, with performance serving as a precedence for multi-cultural approach across other priority Google accounts.

> Direct a team of digital/social media planners, strategists and supervisors in developing highly data-driven and targeted campaigns centered around promoting awareness and tune-in for the HISTORY Channel network.> Work closely with brand strategy team to implement integrated programs and digital targeting that closely aligns with offline media, effectively developing cross-channel campaigns that have contributed to consistent ratings and viewership lifts across network series.> In collaboration with cross-functional team members, guide campaign strategy and tactics across digital, social, TV, cinema, OOH, print and audio to ensure media plans are effectively reaching qualified audiences on relevant channels.> Exercise ongoing thought leadership by providing actionable recommendations and POVs based on campaign reports and advanced analytics, supporting A+E Networks in making well-informed, data-focused business decisions.

> Actively collaborated with digital media, social and traditional marketing teams in developing campaign recommendations and associated media allocations across integrated marketing initiatives.> Created and implemented processes that increased efficiency between internal departments and improved strategic alignment between agency activation plans and Client business objectives.> Supervised and mentored digital teams across multiple accounts, providing strategic and day-to-day guidance in developing, executing and optimizing cross-channel campaigns.> Collaborated with senior leadership in defining business scope and strategies, presenting Clients with recommendations to drive revenue and awareness via online and offline activations.> Served as a reliable advisor and consultant to Clients, closely communicating with executives to diagnose pain-points and determine appropriate resolutions in order to support sales

> Managed the day-to-day strategy, reporting and digital operations for reputable brands by overseeing campaign, tactical, and creative development, and facilitating the execution of digital initiatives and media plans> Confidently built and maintained strong client relationships by consistently proposing solutions that resulted in business growth via online campaigns and strategic partnerships with vendors> Achieved significant awareness for brands through paid campaigns via social channels, exceeding Client benchmarks by 10-20% on average per campaign > Influenced department and agency morale and culture by encouraging integration and collaboration across digital media, social, creative and traditional marketing teams > Managed a group of junior team members across multiple accounts, training them to successfully coordinate various cross-departmental projects and effectively correspond with client contacts

Social Media:-------------------> Initiated, managed and actively optimized paid social campaigns across Twitter, Facebook and Linked, generating significantly greater exposure for the company's brand and services. > Pioneered a monthly content marketing strategy that specifically targeted segments of the company's verticals.Marketing Leadership:-------------------------------> Spearheaded the creation and implementation of a corporate branding and style guide for the company, in turn producing a stronger identity and credibility for the brand and an improved sense of community and morale for the internal team. > Actively researched and shared latest news and trends in online marketing with prospective clients and internal employees, proposing strategies and best practices. Email & Inbound Marketing:--------------------------> Successfully transitioned and reprocessed an email database of over 100,000 contacts into the Act-On marketing automation platform, allowing for smoother management, increased deliver-ability and greater open rates and viewer engagement with email content.> Developed an email scheduling process in tandem with the company's monthly content calendar, and created multiple campaigns tailored to a variety of client segments. >Collaborated with fellow inbound specialist to create and distribute premium downloadable content specific to target audiences and personas. Marketing Automation:-------------------------------> Fully implemented a marketing automation and lead nurturing system for the company and its clients, and now manage the acquisition of new leads and facilitate their buyer's journey through the conversion funnel.> Created and managed a variety of original automated programs for our company and clients, resulting in increased engagement with active prospects and greater generation of high-quality leads.

> Wrote and organized weekly blogs pertaining to college student perspectives and experiences> Interacted with thousands of prospective students on Facebook, Twitter, and other social media websites> Filmed and photographed a wide variety of activities, programs, and events on and around campus> Consistently uploaded dozens of videos and pictures a month onto the MyCSU YouTube and Tumblr accounts

> Enthusiastically greeted and welcomed visitors to the campus and addressed any questions or concerns> Multi-tasked between checking guests in for tours, answering phone calls, and addressing administrative needs > Functioned as a reliable team player with admissions staff to maintain a productive office flow> Provided a positive and encouraging attitude for guests and employees

> Actively served as a leader for at-risk youth and their CSU student mentors by supervising activities and interactions> Enhanced the Campus Corps experience by redesigning the course and including enriching educational materials >Utilized interpersonal communication skills by assisting clients of the Center for Family and Couple Therapy > Took initiative in conducting independent projects that benefited the Campus Corps organization and program