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Work Background
Left Brain | Right Brain Creative ConsultingDirector of Client Strategy
Aug. 2024Seattle, Washington, United States• Collaborate with internal partners and clients to provide strategic guidance and innovative solutions.
• Develop and implement tailored marketing strategies for clients, aligning with business objectives.
• Oversee execution of multi-channel campaigns, including event promotion, content strategy, and paid digital, social media, and traditional media campaigns.
Perch PartnersMedia Director
Mar. 2020 - Mar. 2024Seattle, Washington, United StatesPerch Partners is dedicated to growing your company's revenue, customer base, traffic, and relevance. Our approach is as customized and bespoke as if we were full-time members of your team. We fully immerse in each client’s vision, specific market opportunities, and most importantly, customers' needs and wants. We identify rapid growth strategies including full market opportunity analysis, identification of innovative white space and detailed road map and plan for growth and success. Our team works closely with our clients in the development of new products, customer experience, storytelling, content production, and strategy execution. My primary role is to lead the development of creative, impactful, multichannel media strategies, and provide analysis and insights working with internal and client partners to achieve client goals. + Head paid media supporting suite of clients with B2C and B2B business goals
+ Work directly with C-level executives to synthesize business goals with channel strategy, tactical approach, audience segmentation and targeting, and messaging
+ Developed channel-optimized creative briefs for assets and messaging to align with campaign KPIs and client goals
+ Established a marketing tech stack infrastructure, ensuring seamless campaign execution, optimization, analysis, and reporting
Highlights
+ Developed and executed a B2B strategy, via ABM and 3rd party tactics to engage venture capitalists with our aerospace start-up client, contributing to successful C and D round funding efforts.
+ Led omnichannel direct-to-consumer (DTC) digital growth strategy, messaging, and execution for virtual healthcare start-up establishing audience segments, and performance benchmarks to reach CAC goals.
Key Accounts
● Boom Supersonic ● Seattle Kraken ● HealthTap ● Trackhouse Racing
A Brave NewDigital Media Manager
Dec. 2019 - May. 2020Greater Seattle Area
MicrosoftSenior Paid Media Manager
Jul. 2019 - Nov. 2019Bellevue, Wa• Develop strategic channel and targeting approaches for products in Modern Life & Devices Group (Windows, Surface, Edge, Bing, Cortana,) Microsoft Advertising, and CTO Kevin Scott's Behind the Tech Podcast. • Direct paid media manager in campaign build, stage, and execution across multiple channels
• Manage “day-to-day” campaign status, inclusive of monitoring delivery and pacing, evaluating key performance drivers to develop actionable optimization insights and recommendations
• Develop and deliver campaign reporting, analysis, and insights • Manage relationships with stakeholders, ensuring their objectives are met
• Develop recommendations utilizing media research tools and resources to
support campaign strategy and development
• Identify and monitor media trends and client competitors for future opportunity testing
Copacino + FujikadoSenior Digital Media Strategist
Jan. 2019 - Feb. 2019SeattleFreelance digital strategy and planning for Ste. Michelle Winery Estates.
POSSIBLESenior Media Planner
Sep. 2018 - Jan. 2019Greater Seattle AreaFreelance Senior Media Planner on Amazon Fire TV Awareness Campaign.
Smarter Medical CareMarketing Director
Mar. 2015 - Sep. 2018Seattle, WASmarter Medical Care creates accurate, accessible and actionable animated patient education videos for hospitals, medical practices, public health organizations and more. Our goal is to help people suffering from serious and chronic illnesses better understand their health through simple, easily understandable images and plain language in order to improve treatment outcomes and quality of life.
Diana LightnerFreelance Marketing Consultant
Jan. 2012Seattle, WAWordpress Site Development
Multichannel digital campaign strategy, planning, and execution
Media buying, native ad platform execution, managed service, direct site placement
SEO and content marketing
Organic and paid social media strategy and execution
Analysis and reporting Clients: LBRB, Collections by Kimberly, Pursuit Physical Therapy Emily Brooke Collective, Vera Whole Health, Redapt, Intelligent Techincal Solutions, Cherry Lash Lounge, Steelhead Productions, Washington Children & Families (via A Brave New), Microsoft Windows, Microsoft Surface, Microsoft Advertising (via JefferyM), Evangelical Lutheran Churches of America (via Blue North Strategies), Solidea US, St. Michelle Wineries (via Copacino-Fujikado), Amazon Fire TV (via POSSIBLE), Shakey's Pizza, St. Vincent Jewelry Center (via Big Imagination Group LA.,) Fun Booth, Smarter Medical Care, Sasquatch Books, Mad Meow Music, The Union Gospel (Musicians), Beyond the Ledger, Rent a Yenta, Passionate Nutrition, Kinesia Pilates, Callison Hardwoods, Big Brothers Big Sisters of Puget Sound, Serial Killer Trivia Game, X5000 Odor Spray, Serengeti Legal Software, Brady Campaign Seattle, Baba Lu's Playhouse, Gammaworks Ltd, Beth Hazelton: Life Coach, Linda DeVleig Real Estate, Tess Rafferty (Comedy Writer), Carrie Akre & Danny Newcomb (Musicians)
Hearst Media ServicesKey Account Manager
Mar. 2009 - Jan. 2012Seattle, WA+ Direct sale of SeattlePI.com, SEM Google/Yahoo/Bing, mobile, email marketing, & social advertising.
+ Part of start-up team to take Seattle Post-Intelligencer to 100% digital format
+ Built business on mid-market key account desk from $0 to $50K+ per month in first 6 months Key Accounts: Washington State Lottery, Washington State Department of Transportation, Northern Quest Casino, UW Medical Center, Hawaii, Amtrak, Victoria Clipper, Mt. Bachelor, Idaho Tourism, Sterling Savings, BECU, Washington State Democrats, Patty Murray, Quadrant Homes, Vulcan, Aston Hotels and Resorts, Tourism Whistler, Tourism Oregon, Travel Portland.
The Seattle TimesKey Account Executive
Jan. 2009 - Mar. 2009Seattle, WA+ Manage and grow revenue with major advertiser accounts in the retail vertical.
+ Act as executor of advertiser contract across all Seattle Times Company platforms and products.
+ Annual and bi-annual contract negotiation to $2 million.
+ Grow revenue via incremental tactical opportunities across desk with annual goal of $6M. Accounts: Staples, JC Penney, Best Buy, Nordstrom, Radio Shack, Kroger (QFC, Fred Meyer), Petco, Michael's/ Aaron Brothers, Jo-Ann's, Cabela's, Les Schwab Tires.
The Seattle TimesNational Account Executive - Travel
Dec. 2005 - Mar. 2009Seattle, WA+ Maintain and grow existing relationships with major destination advertisers.
+ Develop new advertiser relationships through prospecting.
+ Forecast revenue growth, create sales plan to meet and exceed annual goal of $1M+.
+ Manage outside rep firms in direct sales of Seattle Times products.
+ Grew desk revenue by an average of 18% over 3 1/2 years.
+ Outstanding Performer Award 2007/2008.
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