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Work Background
EVERSANAGroup Director, Content Strategy
Nov. 2023
EVERSANADirector of Content Strategy
Feb. 2022 - Nov. 2023
PlumDirector of Brand and Content Strategy
Jul. 2021 - Nov. 2021Atlanta, Georgia, United StatesPlum is a tech-driven flooring brand that harnesses technology to ease the customer journey by removing the in-person measurement step to new floors while providing completely transparent pricing. By using this technology, Plum can provide luxury carpet at a fraction of the cost. As the Director of Content, I spearhead the creation and execution of content including written, video, social media, SEO, affiliates, and partnerships. - Strategized, created, and executed end-to-end content strategy for Plum - Managed in-house content creators, as well as external freelancers and affiliates - Increased authority score from 0 to high 20’s, establishing Organic as a top traffic driver in 4 months
- Increased social following and engagement 24% in 4 months
Crown & CaliberSenior Marketing Strategist
Oct. 2019 - Jul. 2021Greater Atlanta AreaCrown & Caliber is an exclusively online marketplace for luxury certified pre-owned watches, acquired in Feb 2021 by content company Hodinkee. As the head of content strategy and execution in a senior manager role, I spearheaded the content marketing efforts for written, video, podcasts, SEO, partnerships, and UX. - Created end-to-end content strategy focused on acquisition, education, and engagement of audiences - Managed a team of in-house content creators, and external freelancers and agencies - Increased direct traffic to Unwound blog by 73% and organic traffic by 25%
- Increased revenue from Unwound blog by 140% from 2017 to 2018 and then again by 20 plus percentage points YOY to 2019 and 2020 - Led efforts to create and distribute an audio/video podcast that resulted in over 500K downloads and 49K YouTube followers as well as six-figure revenue
- Revamped YouTube video presence resulting in team expansion and a subscriber increase of 58K, watch minutes of over 170K hours, and more than 3 million unpaid organic views in and 18-month period - Helped position company to #1 in market to enable - Helped drive double- to triple-digit YoY growth to deliver 412% sales increase, 49.7% net direct margin increase, and 392% ROI improvement over 5 years.
- Launched successful cross-brand partnerships with Sid Mashburn, Weiss Watches, The Smoking Tire, and others
✔ Earned numerous industry awards:
★ Invited to speak on a panel at Luxury Daily “Women in Luxury” conference ★ 2021 DIGITAL COMMERCE 360 – Top 1000 (#686) | Jewelry Category (#23)
★ 2020 ATLANTA BUSINESS CHRONICLE – 100 Fastest-Growing Private Companies (#40)
★ 2020 DIGITAL COMMERCE 360 – Top 1000 (#689) | 50 Fastest Growing Retailers (#20) | Jewelry (#2)
★ 2019 INTERNET RETAILER – Top 1000 (#975) | Jewelry (#26)
★ 2018 INTERNET RETAILER – Top 1000 (#535) | Jewelry (#26)
★ 2017 INTERNET RETAILER – Hot 100 Most Innovative E-Retailers
Crown & CaliberContent Marketing Manager
Oct. 2017 - Oct. 2019See Above
IBMContent Manager
Mar. 2015 - Oct. 2017Working with a team of marketing professionals within the IBM corporation, I create and manage all of our internal communications for my team's SaaS content management tool. I strategize, create, and deliver content to support marketing needs for the end user.
BlackGreen Gold ProductionsContent Manager
Nov. 2013 - Mar. 2015Greater Atlanta AreaClients: Wells Fargo, Home Depot, Lowe's, Australian Lamb and Beef, Floor & Decor I was the content manager and head writer at an emerging digital agency in Atlanta. Writing and managing both long and short-form content for all client-facing materials, I focused on brand standards, and strategic vision for our clients for their internal digital projects. - Video Scripts
- Blog Posts
- UX Copy and Content - Social Content
- SEO Copy
- CRM Campaign Copy In addition:
- On-Set Script Supervision
- Budget Management
- Freelancer/Talent Management
Puma and OctagonMarketing Associate
Apr. 2010 - Sep. 2010PUMA is an official sponsor of Women’s Professional Soccer (WPS) and a client of Octagon. As part of Octagon’s marketing plan for Puma they assembled a team of self-sufficient volunteers to work as brand ambassadors in each city that had a professional women’s team. - Enacted game-day activations for each home game for the Atlanta Beat
- Recorded game-day activities with video and still-shots and uploaded them to a server for dissemination by the WPS
- Used multimedia strategy to reach PUMA’s target audience
- Assisted in game-day activations and marketing techniques for the WPS All-Star Game hosted in Atlanta
Symphony on the Square, Inc.President/Volunteer
Mar. 2010 - Dec. 2012Symphony on the Square, Inc. is a full community orchestra based in Marietta, Ga. on the historic Marietta square. The orchestra has fifty-plus members and plays local concerts to enhance music appreciation in the community. - Established 501(c)3 status in the state of Georgia
- Cello Section leader
- Oversaw Leadership team
- Created Initial By-laws and Leadership Descriptions
- Oversaw Marketing and Public Relations
Stibo Systems, IncContracted Temp Position
Aug. 2009 - Oct. 2009While working with Stibo Systems, Inc. I assisted in assembling a database of marketing content. - Edited and wrote keywords and abstracts for each document as needed
- Created content that could be put into multiple applications without needing revisions (true content management)
The Home DepotSocial Media/Online Video Asset Specialist
Feb. 2009 - Oct. 2013The Home DepotThe Home Depot social media encompasses Facebook, Twitter, YouTube, Pinterest, and an online How-To Community. This position included not only social channel maintenance, but content strategy as well. Oftentimes this position required implementing creative solutions to internal business needs with little to no budget. - Content creation and execution
- Writing and editing for social platforms and video
- SEO copy and planning
- Blogging - Content strategy
- Analytics gathering and reporting
- Gave work direction to 26 associates writing for the How-To Community - Started as a sales associate and moved to corporate office
CancerClimber AssociationIntern
Jun. 2007 - Aug. 2007Creating, coordinating, and hosting events for CancerClimber while at Kennesaw State earned me an internship with the group out in Colorado. It was the first internship they had ever awarded. - Responsible for the daily schedule
- Established and maintained relationships with current sponsors, new sponsors, business partners, and clients
- Set-up the 501(c)3 status in the state of Colorado - Assisted in merchandising decisions
- Aided in the creation of a mobile camp for childhood cancer patients
- Assisted in logistics planning for a sponsored athlete in the IRONMAN® world championship in Kona, Hawaii
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