Objective
work with a creative & ambitious team to develop and execute effective and innovative marketing strategies
After 20 years working on agency, publisher and brand-side marketing teams, I've built an impressive arsenal of skills across multiple disciplines within the marcomm field. Supporting the hospitality industry in their hunt for top search engine results? Yes. Helping a CPG brand drive a completely new conversation around their product launch? Absolutely. Delivering long overdue web dev projects early and under budget? Check and check. Lead a $100M brand to achieve their best holiday sales period ever? Done. Whether I'm driving strategy, creating a multifaceted marketing plan, managing cross-team projects, analyzing performance to determine next steps or owning a multi-million dollar budget, I thrive on the process of achieving measurable results for authentic brands.
Experience
Skratch Labs, Marketing Director
November 2022-Present
Managed a team of six through organizational transition and upheaval, developing their skills and empowering them to own their roles and deliverables. Oversaw departmental budget of $700K. Developed extensive year-long content strategy across multiple channels and incorporating events, partnerships, seasonal activations promotional calendars and more. Developed the department’s AOP supporting large brand initiatives as well as individual sales channel needs, and an expansive new product launch plan incorporating a cohesive strategy of tactics to build awareness, drive trial and convert to sales. Collaborated on a robust marketing plan for the Cafe + Flagship store, including in-house print materials, digital communications practices and more. Identified, lead negotiations and managed strategic partnerships leading to over $300K in revenue.
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Scotts Miracle-Gro, Manager, Direct Response & Digital
June 2022-November 2022
Lead $20M eCommerce website launch, including platform change, content development, ESP migration and more. Developed fiscal year forecasting for imported product line with 7 month lead time. Expanded accessory product line. Managed performance media agencies and strategy. Developed fully integrate promotional plan, incorporating Email, SMS, social and onsite merchandising for a fully cohesive, consumer-focused path to purchase.
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Scotts Miracle-Gro, AeroGarden Brand Manager
March 2021-June 2022
Lead all brand initiatives across marketing, innovation and retail alignment within SMG. Launched multiple product innovations with sales over $5M and worked to develop consumer insights and research for in-progress products. Managed a P&L in excess of $100M with budget over $16M. Executed in-store and online programs in across multiple national retailers driving $55M in sales. Developed extensive briefs for creative and media teams (internal and external) for seasonal program execution and managed execution of digital and physical materials. Managed partnerships, collaborations and licensing with major influencers and organizations.
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AeroGrow International, Direct To Consumer Marketing Manager
November 2018 - March 2021
Solely manage web merchandising of 300+ SKUs, marketing strategy and tactical execution across all digital channels, affiliate partners and sales, promotional calendar and execution. Led the channel to 50% growth YoY within the first 6 months. Developed new partnerships and process that have led to a 25% increase in social media mentions and activity.
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Clip Interactive, Director of Account Services
May 2014 - October 2018
Built processes and practices from the ground up, executing advertiser campaigns within partner app feeds. Manages and leads team of seven and resource allocations across Account Services. Managed the two largest revenue driving partners, leading to more than 55% of the platform’s MAU’s and 60% of local campaign revenue. Hold $200K budget.
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COHN Marketing, senior digital producer
April 2012 - May 2014
Developed digital marketing strategies and plans for retail Real Estate, Healthcare, Food & Beverage, and Education clients. Led traditional marketing efforts, social media and PR strategies. Managed two direct reports and the development of numerous web development projects. Developed workflow process. Created educational materials for digital marketing tactics and strategies for all-agency training.
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Avocet Communications, account manager
August 2011 - April 2012
Redefined and developed agency processes and procedures for successful on-time execution. Worked independently to research and select vendors for email marketing, social application development, and creative design. Planned, built, and delivered fiscal year presentations for regional, multi-location retailers.
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sitewire, account manager
April 2007 - August 2011
Managed relationships with Fortune 500 clients to include Darden Restaurants, Sears, Tempe Convention & Visitors Bureau, and Kahala Restaurant Group growing recurring revenue by 20% YOY. Managed internal resources for projects of digital marketing, SEO/SEM, and Mobile. Managed million dollar+ budgets for multiple clients.
Skills
Industries
Interests
Family
Outdoor Recreation
Performing
Fandoms
Travel
Gardening
Fitness
Education
university of arizona, tucson
B.A. COMMUNICATIONS
Minor in Journalism
Graduated Magna Cum Laude, May 2006
Certifications
Hubspot Inbound Certification
Google AdWords Certified
Sprinklr Certified