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Work Background
Thomson ReutersLegal Marketing Analyst - TR Data Scientist - Growth Transformation Team
Jun. 2024North AmericaData-Driven Feedback & Training: I regularly evaluated data narratives and created feedback loops that were presented to leadership teams. These narratives identified key trends and areas for improvement, exposing training opportunities to enhance the team’s proficiency in digital marketing concepts. AI and Python Integration: Using Python and SageMaker, I developed and deployed solutions, including a Python LSI module, that were pivotal in building a scalable content infrastructure. This system identified both internal and external SEO entities and utilized a scoring matrix directly aligned with Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) and the Helpful Content algorithm. Branding & Conversion Optimization: I designed and frameworked a branding AI model that analyzed elements such as typography, messaging, tone, and the psychology of color. By understanding how these factors influence user behavior, we implemented strategies that led to a 16% increase in landing page conversions.
Thomson ReutersLegal Marketing Advisor - Channel Advancement Group
Apr. 2022 - Oct. 2024North America Campaign Optimization: Over the course of analyzing and optimizing more than 1,500 Thomson Reuters client and competitor campaigns, we identified critical gaps in the marketplace that allowed us to boost both retention rates and secure new sales. By honing in on these untapped opportunities, we were able to directly influence over $5 million in revenue. Process Improvement for Increased Sales and Retention: I spearheaded the design and implementation of a Kanban methodology that streamlined our deep-dive marketing audit requests. This method funneled and prioritized work more effectively, resulting in an 18% increase in new sales and a 25% increase in client retention. Empowering Regional and Client Management Directors: We equipped Regional Directors and Client Management Directors with the insights and tools needed to leverage customer sentiment and data-driven analytics. These insights helped them spot and act on growth opportunities, enabling their teams to achieve ambitious revenue and retention targets. Advanced SEO and PPC Strategy: In collaboration with key stakeholders, we refined our approach to PPC and SEO strategies, aligning them with 2024 industry standards. This included adjusting keyword targeting, improving ad copy, and ensuring compliance with the latest trends to significantly reduce wasted ad spend. Data Narrative and Leadership Feedback Loops: To ensure continuous improvement, we created and presented data narratives to leadership teams, highlighting key findings from our marketing audits. This also exposed potential training gaps in digital marketing concepts, which were addressed through targeted educational initiatives.
YP, The Real Yellow Pages®Digital Marketing Manager
Jul. 2016 - Dec. 2021Georgia and Tennessee Directed $285M digital budget, thought leadership for all things digital.
YP, The Real Yellow Pages®Senior SEM Manager, SAM Operations, Emerging Products Group
Jan. 2015 - Dec. 2016Greater Atlanta AreaLead team that managed post-fulfillment search campaigns totaling $785K in monthly ad spend
ThryvRegional Marketing Director
Jan. 2014 - Mar. 2022Georgia and Tennessee Expertise in Programmatic Display, PPC, and Social Media Marketing: I leveraged DSP (Demand-Side Platform) technology for programmatic display advertising, in combination with PPC and social media marketing expertise, to create integrated marketing funnels that aligned seamlessly with sales efforts. These tailored funnels enhanced the customer journey, guiding prospects through various touchpoints and leading to increased conversions. Proven Success in Driving Positive Business Outcomes: By executing targeted customer engagement campaigns, I consistently delivered positive business outcomes. My efforts resulted in measurable improvements in customer acquisition, retention, and overall brand engagement, all while aligning closely with the overarching sales strategy. Data-Driven Marketing Strategies: I applied strong analytical skills to derive actionable insights from complex data sets, translating these insights into data-driven marketing strategies. This provided sales managers and their teams with clear, tactical guidance to improve campaign performance and align with business objectives. Cross-Functional Collaboration and Budget Management: I worked collaboratively with cross-functional teams, actively participating in budget development and management. This involved fine-tuning campaign performance based on key metrics, ensuring that marketing efforts were not only cost-effective but also optimized for maximum impact. Strategic Planning for Business Growth: My expertise in strategic planning, execution, and evaluation empowered me to drive customer acquisition, retention, and revenue growth. By meticulously monitoring and adjusting campaigns, I ensured alignment with business objectives, ultimately helping sales managers and their teams achieve their targets and foster sustainable growth.
YP, The Real Yellow Pages®SEM Analyst SAM Operations Emerging Products Group
Jan. 2014 - Dec. 2015Greater Atlanta AreaAnalyze and Optimize digital channels using proprietary programmatic marketing platform.
Medium BlueDirector of Digital Advertising
Jan. 2013 - Dec. 2014North America Managed $100K weekly ad spend across 20+ eCommerce and B2B clients
Duda - A Google Angel Company Director of Advertising Sales North America, UK, AUS
Jan. 2012 - Dec. 2013Palo Alto California Co-created and launched the Mobile Advertising Solutions Group for Duda
Vocalize InteractiveManaging Partner
Jan. 2011 - Dec. 2012Greater Atlanta AreaManaged digital marketing agency from start up to sale.
uQastDirector of Marketing
Jan. 2011 - Dec. 2011North AmericaPromoted and launched all in one social commerce multi media sharing platform for content providers.
IACSearch Engine Optimization Project Manager
Jan. 2010 - Dec. 2011Georgia, United StatesDesigned white hat SEO campaigns
Centripetal MarketingChief Executive Officer
Oct. 2002 - Dec. 2010North America and Canada Built 9 e-commerce stores producing over $24M in revenue
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