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Work Background
Self-employedFractional CMO
Feb. 2024
Strawberry Fields Marketing AgencySr. Strategist
Jun. 2013 - Jan. 2014Elkhart, Indiana, United States · HybridIn 2013, I was recruited by Strawberry Fields to shape strategy and hone consulting services to ensure successful campaign implementation for our clients. I synthesized brand alignment, establishing consistent messaging across all platforms and aligning with our vision and goals. I mastered comprehensive research techniques for efficient client setup and execution of websites, social media, digital displays, email campaigns, and direct mail marketing initiatives. Cultivating client relationships allowed me to expand business opportunities while organizing strategies for media planning. Below are some of my key projects:
★ Streamlined onboarding and workflow, spurring creativity, in collaboration with founder and Chief Marketing Officer (CMO). ★ Successfully navigated company transition throughout acquisition by Federated Interactive.
★ Instituted best practices for the sales team and set strategists that solidified alignment with the company vision.
★ Engineered new market development strategies that expanded business reach. I enjoy thorough and objective research before setting up and implementing new clients and their websites, social media, digital display, email campaigns and direct mail marketing, media planning and advertising strategies, and leading team discussions for logo creation, collateral, etc. Aligning the vision, the goal, the brand, and the strategy. While cultivating business for Strawberry Fields, I also look for ways my clients can work with one another - establishing multi-beneficial relationships. And, in addition to strategizing and consulting and offering services, I also follow through on implementation and fulfillment, making sure campaigns are as successful as possible. The company was closed and absorbed by Federated Interactive.
WSBT-TV, Schurz CommunicationsDigital Marketing Strategist
Feb. 2012 - Jun. 2013Mishawaka, INDeveloping and executing a "real" digital strategy as a consultant to local and national businesses and organizations among diverse industries and budgets. Combining SEO and SEM with Display Ads through Real Time Bidding using multiple ad networks. Target audiences throughout our brands and throughout several of the top national and international Digital Advertising Networks. Focus marketing based on geography, demographics, and web behavior as well as keyword searches - optimizing delivery. Leading the establishment of WSBT.com's "Digital Marketing Group," which has dramatically set new records for the department and our clients in April 2013 - I continue to grow business for the TV station as well as its clients. Playing a major role in this "digital marketing agency" within WSBT-TV and in partnership with Schurz Communications, I successfully manage and cultivate local, regional and national campaigns. Recruited away to new opportunity.
imij media marketingMarketing Director & Owner
May. 2007 - Jan. 2009Elkhart, Indiana AreaMarketing research, strategy, web design, and independent sales consultant for Sunset Park & RV in Shipshewana, IN and Riverside RV in LaGrange, IN, both of which survived the market downturn of 2007-8 and continue to grow. Set up dealership network for Sunset throughout US and Canada with 16 new dealers in 6 months. I continue to periodically serve as a marketing consultant to both.
The Elkhart Truth & eTruth.comDirector of Marketing & Circulation
Dec. 2002 - May. 2007I had the privilege of being on the executive team that redefined the company's vision and mission statements and adjusted operational management to better adapt to an incoming digital world. The majority of the work was in 2005 and 2006, when we developed several cross-departmental teams with a couple dozen employees and conducted brain-storming sessions, explored processes and new needs to make sure that the organization could develop a business model that would allow it to survive and thrive despite a major decline in physical subscriptions and "hard copy" readership. • Introduced web-video-print programs, bringing $30K in nontraditional revenue, with additional grants to local middle school libraries
• 5 first place marketing awards among Midwest newspapers through three years (Central States Circulation & Marketing Association)
• Invited speaker for successful marketing programs at National Newspaper Association Conference in Charleston, SC
• Employee of the Year in 2004 (Kachina Eagle Award)
• directed and coordinated art & copy for billboard, radio, direct mail, promotional events, rich media, video for targeted, synergistic, user- and revenue-generating campaigns
• moved paid distribution from 83% to 98% from 2004 to 2006
• Grew single copy newspaper sales $3K average per month through relationships with vendors, marketing programs, and successful product placement from 2005 to 2006
• Transformed Total Market Coverage product (free weekly paper), saving $40K annually in production costs, while adding premium advertising sales opportunities in 2006
• Pushed Executive team to Introduce reader-generated photos online and in print (a new concept at the time) 2004-2006
• Created a positive culture in my departments and throughout the company based on a third-party culture survey throughout the entire organization (2005)
The Papers, Inc.Editor/Photog/Writer
Jan. 1996 - Dec. 2002Milford, INEditor/Photographer/Writer The Papers, Inc. Milford, IN 1/1996 - 8/2002
• Received 9 first-place Hoosier State Press Association awards for feature and editorial writing (Why there's no room to sit in a gym, but it's not sold out...? Oh, 18-inch seats!) and feature and sports action photography (including the documentation of a middle school girls' basketball phenom, Shanna Zolman, and her rise to break state scoring records and play for Tennessee and move into the WNBA)
• Developed editorial products with advertising appeal – New revenue products such as Youth League yearbook and Memorable Moments high school sports pictorial
• Launched the paper’s first sports photography web site, where the community could view pictures that didn’t make it into print, download and print - a very effective grass-roots marketing program, and at a time when the web was first beginning to grow
Momentum Marketing Consultants LLCAgency Principal
Feb. 2014 - Feb. 2024Elkhart, Indiana, United States · HybridAs principal, I am fortunate to lead a dynamic, specialized team of 10 at our integrated digital marketing firm. We transform brands’ online presence by collaborating with partner agencies to offer a suite of comprehensive services. I oversee client onboarding and revenue growth, navigating them through synchronized Search Engine Optimization (SEO) strategies, paid social media targeting, Google Ads, and content creation for optimal results. Leveraging strengths in writing, graphic design, photography, and videography, we boost clients' organic search ranking and drive targeted traffic to their websites. I utilize my SharpSpring certification to integrate automated marketing into CRM systems, enhancing client development. ★ Spurred growth from zero to 18% market share of Class B RVs from 2018 through 2021 for a major motorized RV manufacturer while leading a team of marketers to train the client’s internal marketing team.
★ Achieved nearly zero turnovers by keeping long-term term goals in mind, leading with authentic empathy, and actively listening. Exercise the principles of the “One-Minute Manager,” “Five Dysfunctions of a Team,” and more.
★ Derived plans to support a local auto repair chain’s expansion from 2 to 5 locations, doubling the size of 1 of the original stores and taking volume from a 3.9K vehicle-per-year goal to 24K, helping them recruit to handle the increase in workload. ★ Transitioned multi-location healthcare organization's marketing strategy to be more reflective of their audience, increasing patient visits from 10K to more than 16K and revenue to 3x the national average for FQHCs at 27.5% in just three years.
★ Unified the brands for two separate clients — including an 8-brand business in waste and recycling management and a 10-brand electronics supply for OEM and aftermarkets—by leading a team of writers, designers, and content developers.
TaigMarks Inc.Account Manager & Client Advocate
May. 2015 - Feb. 2021Elkhart, Indiana Area · On-siteWith TaigMarks, I designed strategic digital plans while leveraging a proven track record in multiplatform targeting across earned/paid advertising channels and content marketing initiatives for clients. I introduced digital marketing strategies to complement this established brand-first, design, and PR agency, helping to bring forward new ideas that expanded retainer services. I pioneered engaging narratives through meticulous research to develop key messages in collaboration with art directors to guide strategic imagery selection. Finally, I unified communication between art directors and agency principals, guaranteeing the right images were selected for print and digital media production projects. Some landmark projects include:
★ Championed sustainable client growth and agency visibility, catering diligently to both globally recognized businesses and local community organizations, onboarding 18 clients and contributing to 27% of agency revenue.
★ Outperformed digital targeting across web, mobile sites, and apps using LinkedIn, Facebook Business Suite, Instagram, YouTube Google Ads, Bing, and Yahoo, building Return on Ad Spend (ROAS) for clients from 5:1 to 10:1, achieving click-through rate (CTR) on highly targeted campaigns in the 1-2% range, and consistently reaching conversion rates over 5%.
★ Conducted comprehensive market/audience research, leading to strategic development of messaging while excelling in copywriting and campaign ideation.
★ Optimized digital presence through SEO and SEM strategies, leveraging Google Analytics/AdWords/Display Network and Facebook Pixel.
★ Introduced SEO and geo/behavior/demographic-digital-targeting to the agency, achieving account expansion with Champion, Dicor, Truma, Ziggity Systems, Auburn Gear Differentials, and Power Wheels among other key clients.
★ Generated momentum and agency volume, clearing the path for acquisition by an Indianapolis-based firm.
Greater Elkhart ChamberMarketing and Communications Manager
Sep. 2014 - Jun. 2015Elkhart, Indiana Area · On-siteI was recruited by the Chamber to shape and implement effective marketing strategies, branding initiatives, and internal communication plans that supported member organizations’ efforts in maximizing exposure through print and digital advertising—including weekly and bi-weekly e-newsletters. While in the role, I expanded our footprint in close collaboration with the president and vice president of communications. Here are key accomplishments while in this role:
★ Fostered team unity to define the Chamber's mission: "Educate, Advocate, Elevate."
★ Orchestrated publication of LEADING BUSINESS, overseeing writing, designing, and coordinating.
★ Boosted the company’s social media presence via extensive updating and expanded reach.
★ Modernized Elkhart.org by consistently updating content on the Chamber's website.
★ Prepared and distributed local and regional news releases for maximum impact.
Chapel Hill Memorial Gardens & Funeral Home (StoneMor Partners)Family Services Manager
Jan. 2009 - Nov. 2011Osceola INCoached and managed others in assisting families in need. Helped improve reputation and culture while company was in receivership through six months of new ownership by StoneMor partners.
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