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Work Background
Project R3SIN Growth Marketer
Sep. 2024 - Jan. 2025Costa Mesa, California, United StatesMy primary goal was to develop initiatives to achieve rapid membership growth over 6 months with a goal of achieving 250-300 paid members by the end of Q1 2025. I positioned Project R3SIN as a standout fitness destination in a competitive market with a strong foundation for audience growth, lead generation, and member retention. Each initiative was carefully designed to resonate with target audiences and drive meaningful engagement. Persona Development
• Defined five distinct personas to target Project R3SIN's core audience effectively. Detailed profiles included motivations, pain points, and preferred communication styles to inform marketing efforts. Influencer Day Development
• Organized an Influencer Day event targeting the Mom Influencer community in Newport Beach CA
• Designed the event to: • Attract local influencers with high engagement rates • Provide them and a guest with a free workout to experience Project R3SIN’s unique fitness concept • Encourage organic social media promotion through stories posts and reviews
• Created a strategy to measure the event's ROI through social mentions follower growth and membership inquiries Email Funnel Creation
Developed multiple tailored email funnels to guide prospects and current members through their fitness journey: • Welcome Funnel: Introduced gym concepts pricing and benefits for new leads • Lead Nurturing Funnel: Addressed fitness goals addressed objections and encouraged gym tours or trial memberships • Retention Funnel: Focused on re-engaging inactive members and promoting exclusive events or classes
• All email funnels included personalized messaging triggers and segmentation to maximize engagement and conversion rates Landing Page Optimization
• Optimization of landing pages to ensure alignment with the brand’s unique value proposition
• Restructured pages to clarify Project R3SIN’s innovative approach to fitness
Graze Craze Bellevue (Bellevue, WA)CMO
Jun. 2024Washington, United StatesLaunched 3 Graze Craze food and catering outlets in WA and AK. For the Anchorage Store - we had the top performing store for gathering the most leads via our opening day contest. The FB contest had a 7% conversion rate for optins. The CTR for FB ads was 17% with over 2k post engagements. Search ads had a CTR of 14.3% with conversions at 9%. We had a $.24 cpc rate consistently when the average is $1.15. Geotargeting created 133 clicks with 21 actions on the ad within the first month. This is way over average for geotargeting. Anchorage had 1k consumer followers in less than 4 months. The Bellevue store beat the brand record for December 2024 sales. Currently working on B2B promotions and growing the catering side of the business. I write the strategy and run the execution team for all local marketing initiatives working with the marketing team for the overall franchise brand.
Lucie's Wholesome KitchenHead of Growth
May. 2024 - Sep. 2024Costa Mesa, California, United StatesLucie's Wholesome Kitchen is a game-changer in the meal-to-go industry, providing delicious, handmade meals that serve up to six people. This service stands out from traditional delivery apps like DoorDash by offering high-quality, home-style meals. I am responsible for driving customer acquisition and expanding their online presence. With their remarkable reorder rates, my focus is on leveraging online marketing strategies to attract new customers and retain existing ones. I am working on developing and optimizing marketing funnels, building effective email campaigns, enhancing conversion rate optimization (CRO), and executing targeted paid advertising campaigns. With a strategic approach and data-driven tactics, we are poised to significantly grow their customer base and bring their wholesome, convenient meals to more families in Southern California.
Trifecta Capital PartnersFractional CMO
Apr. 2024Washington, United StatesI currently handle the marketing for two different franchises. My primary focus is on navigating the intricacies of franchise marketing while ensuring a strong local presence to drive revenue growth. Working within the franchise framework presents unique challenges and opportunities - Adherence to Franchise Guidelines: Ensuring all marketing activities align with the established brand standards and corporate guidelines of each franchise. This includes maintaining consistency in messaging, visuals, and overall brand identity. Local Marketing Strategies: Developing and implementing localized marketing strategies that resonate with the specific needs and preferences of our local audience. This includes community engagement, local events, and tailored promotions. Digital Marketing: Utilizing various digital marketing channels such as social media, search engine marketing (SEM), and email marketing to enhance the online presence of each franchise. Crafting campaigns that balance corporate directives with local relevance. Analytics and Reporting: Monitoring and analyzing marketing performance to make data-driven decisions. Using key metrics to measure the success of campaigns and adjust strategies accordingly to optimize results. Innovation and Adaptability: Staying ahead of market trends and adapting marketing strategies to leverage new opportunities. Being innovative in approach while ensuring all initiatives align with the franchise's overall goals. One franchise remains confidential. The other is Graze Craze, where I oversee the marketing efforts for three retail outlets with the potential to expand to nine locations. My responsibilities include handling everything from the initial launches to ongoing marketing and sales initiatives to drive growth and brand awareness.
Transworld Business Advisors of AlaskaChief Marketing Officer
Jan. 2024 - May. 2024Seattle, Washington, United StatesAs the current CMO, my role involves crafting and implementing a comprehensive marketing plan. I am leading the development of a strategic multi-channel marketing approach, incorporating direct mail, paid efforts, and email with precise segmentation. Building enduring relationships with potential business sellers across a 3 to 5-year sales funnel is a key responsibility. I'm the architect behind a 5-year engagement strategy that must seamlessly integrate with existing HubSpot programs. My mission is to identify growth opportunities, guide strategic direction, and ensure flawless execution. Utilizing data to assess performance. Training the new marketing team to seamlessly pass on program responsibilities for execution.
Stayable SuitesBrand Manager
Jul. 2023 - Dec. 2023Boca Raton, Florida, United StatesStayable Suites (www.stayablesuites.com) is a leading Florida-based extended stay service that redefines the concept of temporary housing. As a Brand Marketing Consultant, I have played a pivotal role in shaping the brand's identity and driving its presence in the competitive extended stay market. I've undertaken a comprehensive approach, creating not only the brand strategy but also the marketing and execution strategies. Key Responsibilities:
Holistic Strategy Development - Crafted a holistic marketing strategy that encompasses not only the brand strategy but also marketing and execution strategies. This approach ensures that our branding efforts seamlessly align with our marketing initiatives, resulting in a cohesive and impactful presence in the market. Persona Development - Recognizing the unique challenges posed by well-established hotel chains in our competitive landscape, I've delved deep into understanding our target audience. I've identified four distinct personas, including an intermediary persona, which grants us access to our target persona even before they initiate a Google search. This strategic approach allows us to connect with potential customers early in their journey, providing a significant edge. Digital Marketing Leadership - I am at the helm of the digital advertising team, where I provide guidance in crafting compelling graphics and copy that resonate with our personas. My leadership ensures that the digital marketing efforts align seamlessly with our brand vision. Brand Integration Across Digital Components - Ensure the brand's new vision is seamlessly integrated into all digital components, including our website and other digital assets. This ensures that the online presence reflects the essence of Stayable Suites and resonates with the target audience. Analytics and Reporting - Responsible for managing analytics and reporting. I closely monitor key performance metrics and provide actionable insights to refine our strategies.
Strokovsky LLCGrowth Marketer
Jun. 2023 - Dec. 2023As the Growth Marketer for Jordan Strokovsky, a prominent personal injury lawyer specializing in catastrophic cases in Philadelphia, my primary objective is to establish brand awareness and generate high-quality leads for the firm. This endeavor is particularly significant as the firm has never previously implemented a marketing strategy or had a dedicated marketing team in place. Completed a comprehensive persona discovery project, which yielded valuable insights and identified six key channels through which we can effectively reach our target audience. Leveraging these channels, I developed a holistic marketing strategy centered around Jordan's recent landmark $30 million verdict, which stands as one of the largest in Pennsylvania. I oversaw the execution of all marketing programs, ensuring that they align with our strategic objectives and yield optimal results. Jordan paused the marketing program in December 2023 to start a HR project of hiring employees to grow his practice due to case demands. Key highlights:
+ Spearheading a persona discovery project to gain deep insights into the target audience.
+ Identifying and leveraging six strategic channels for marketing initiatives.
+ Crafting a comprehensive marketing strategy anchored by Jordan's recent $30 million verdict.
+ Undertaking end-to-end execution of all marketing programs.
TishwishGrowth Marketer
Feb. 2023 - Sep. 2023At Tishwish (tishwish.com), my first responsibility was to optimize the company's marketing channels and identify revenue opportunities. I conducted a comprehensive audit of their Shopify site, all five social media channels, and Google ad accounts. The assessment revealed overall satisfactory performance, although it was concluded that there was a need to concentrate efforts on targeting higher-value personas. I developed campaigns on LinkedIn, targeting two distinct personas. Leveraging the use of lead magnets, we are collecting email addresses to establish robust email campaign lists, which will serve as the foundation for igniting the marketing "flywheel." Noteworthy achievements include:
+ Conducting a thorough audit of Tishwish's Shopify site, social media channels, and Google ad accounts.
+Identifying the need to shift focus towards higher-value personas.
+ Developing targeted campaigns on LinkedIn for these two specific personas.
+ Implementing lead magnets to gather email addresses for email marketing campaigns.
+ Establishing a solid framework for kick-starting the marketing "flywheel".
ViblyGrowth Marketer
Jun. 2022 - Jan. 2023Collaborated closely with the CEO at Vibly to define and execute a strategic go-to-market plan. Developed a customized growth strategy, identifying and leveraging the most impactful marketing channels for customer acquisition. Conducted thorough market research and user interviews to inform decision-making and optimize campaign effectiveness. Led community-building efforts and successfully executed targeted marketing campaigns. Proactively identified opportunities for organic growth and formulated innovative non-paid strategies to drive brand awareness and customer engagement at Vibly. + Devised a customized growth strategy, identifying the most effective marketing channels for customer acquisition.
+ Conducted comprehensive market research and user interviews to inform decision-making and optimize campaign effectiveness.
SuperformulaBrand Marketer
May. 2022 - Nov. 2022Lead the development and execution of a holistic brand strategy to position the company for success. Conducted comprehensive competitive analysis, identified diverse marketing personas, and created tailored marketing plans to drive brand awareness, lead generation, and customer engagement. - Developed a comprehensive and end-to-end brand strategy, including mission statements and positioning, to guide the company's transition from an embed model to a more agency-like approach.
- Conducted an in-depth competitive analysis to identify key market trends, competitors' strategies, and opportunities for differentiation.
- Utilized data gathered from the analysis to identify and define over 5 distinct marketing personas, understanding their needs, preferences, and behaviors.
- Created extensive marketing and execution plans tailored to each marketing persona, encompassing a comprehensive content program, social media strategy, and targeted advertising campaigns.
- Devised a complete Google Ads strategy, encompassing both search and display advertising, to maximize brand visibility, drive website traffic, and generate leads.
- Developed a series of prospect/brand awareness email funnels, designed to engage and nurture potential customers through strategic communication touchpoints.
- Introduced the concept of a Sales Development Representative (SDR) position within Superformula, aligning it with the growth-focused go-to-market strategy.
- Collaborated with internal teams at Superformula to ensure the seamless deployment and execution of the brand strategy, marketing plans, and SDR implementation.
- Supported the internal team by providing detailed documentation and guidelines for the successful implementation of the marketing initiatives which completed the project.
WeScope4UBrand Marketer
Feb. 2022 - Mar. 2023I conducted an in-depth brand and positioning review, leading to a complete rebranding and website overhaul. I developed WeScope's inaugural marketing strategy and budget, implementing HubSpot Marketing Pro for automation and sequencing. Our multifaceted strategy utilizes email marketing, social media channels, and the WeScope blog to engage our audience. In addition, our extensive Google Ads program encompasses search, display, and retargeting campaigns. I provided strategic guidance, compelling copy, and captivating design for prospect email funnels, resulting in open rates exceeding 45% and a 6.5% click-through rate to demo bookings. A key focus is meeting KPIs throughout the customer journey, directing actions towards booking demos. Remarkably, our high lead purchase intent contributes to a 40% closure rate on Marketing Qualified Leads (MQLs) by the sales team. Key accomplishments include:
+ Thorough brand and positioning review, resulting in successful rebranding and website redesign.
+ Development of WeScope's inaugural marketing strategy and budget.
+ Implementation of HubSpot Marketing Pro for automation and sequencing.
+ Execution of comprehensive content strategy, including the WeScope blog.
+ Launch of extensive Google Ads program encompassing search, display, and retargeting.
+ Impressive 40% closure rate on MQLs, reflecting strong lead purchase intent.
+ Email open rates consistently surpassing 45%, with a 6.5% click-through rate.
OpinionRouteBrand Marketer
Jan. 2022 - Jun. 2022Crafted a new branding strategy to include company positioning statements tailored to OpinionRoute's customer channels, effectively communicating the unique value proposition to target audiences. Formulated a comprehensive marketing strategy to drive customer acquisition and retention, with a specific focus on implementing a robust referral program. Led the planning and execution of a website build, ensuring an engaging user experience, seamless navigation, and alignment with the brand identity. Conducted market research and competitor analysis to inform the development of the marketing strategy, identifying key opportunities for differentiation and growth. Developed a systematic referral program, incorporating incentive structures and promotional campaigns to encourage and incentivize customers to refer new business. Established key performance indicators (KPIs) to track the success of the referral program and implemented mechanisms to monitor and measure its effectiveness.
VerbjoyGrowth Marketer
Nov. 2021 - Jan. 2022Develop the story of the new start-up - Verbjoy. Completed an in-depth competitive analysis and customer research analysis to help with this.
Start Up EdgeBrand Development Manager
Oct. 2021 - Mar. 2022Created the basics of the visual brand identity and brand strategy. This includes collaborating with the founder on their logo, colors, and any other aspects of their visual brand. Their target audience is CEOs of tech startups in the U.S.
Takeout CentralGrowth Marketing
Sep. 2021 - Mar. 2022Undertook a comprehensive analysis of the market, competitors, and existing marketing data. This analysis included auditing all current efforts and assets in order to develop and execute a comprehensive strategy aimed at increasing the user base, online orders, and overall revenue of the company. Additionally, I worked on creating new revenue channels by identifying and developing three distinct personas and devising targeted marketing strategies for each persona. My focus was on providing strategic guidance for omni-channel marketing efforts, ensuring a cohesive and integrated approach across various channels and touchpoints. Highlights:
+ Conducted thorough market research, competitor analysis, and data assessment to gain valuable insights into the industry landscape and identify opportunities for growth.
+ Performed an in-depth audit of existing marketing efforts and assets to evaluate their effectiveness and identify areas for improvement.
+ Developed a comprehensive strategy to drive growth and increase the user base, online orders, and overall revenue for TakeOut Central.
+ Created three new personas/revenue channels, enabling targeted marketing approaches and enhanced customer engagement.
+ Devised complete marketing strategies for each persona, encompassing various channels and touchpoints, to maximize conversion and drive revenue.
+ Provided strategic guidance on omni-channel marketing efforts, ensuring a cohesive and integrated approach across multiple platforms.
+ Utilized data-driven decision-making processes, leveraging market insights and analytics to inform marketing strategies and optimize results.
Life365 PortraitsCustomer Journey Consultant
Aug. 2021 - Nov. 2021Assessed the existing marketing and sales program to look for areas of quick growth. They are looking for revenue to continue the ability to scale the company across the entire US and grow their product offering. Redesigning the entire customer journey from prospect to sale to align to this goal. Short term goals are to increase prospects via the customer first touch points by third parties using FB and Google ads, email funnels and call center script changes - text, VM and phone.
NetMinded, A Technology Solutions CompanyGrowth Marketer
Dec. 2020 - Sep. 2021Created a social media program that included a complete follow up funnel. Using Seamless AI and LinkedIn, gathered leads and sent emails for brand awareness.
Scholars AppHead of Growth Marketing
Aug. 2020 - Sep. 2021Lead and develop the full marketing lifecycle from blueprint to end stage to include- campaign strategy, copy, design, execution, monitoring, optimization and analysis. Working directly with CEO on customer discovery process to define product and market fit through the creation of personas, brand identity, strategic messaging and generating initial demand. Responsible for creating the demand funnels across five customer channels via email, all digital marketing channels, ads and retargeting. Responsible for optimizing all programs to create the best customer acquisition cost to lifetime value ratio in the shortest amount of time.
Emotion Wedding PhotographyGrowth Hacker - Emotion Experience Concept
Jul. 2019 - Apr. 2020Laguna Niguel, CaliforniaAutomating the marketing and sales process to limit human interaction (driving costs down) to create a CX that promotes brand continuity & trust, shortens the sales cycle and drives revenue. Using MarTech and AI, including geofencing and tagging, the CX is based on 6 key marketing personas. We launched two weeks prior to the pandemic with outstanding numbers.
Finch and SonsGrowth Hacker & Client Development
Jan. 2019 - Jul. 2019Laguna Niguel, CAWorked with executive management team on growing entire customer base. Created best marketing and sales practices. Worked with cannabis dispensaries and delivery services across the entire state of California.
Hippo Premium PackagingMarketing Consultant
Jan. 2018 - Aug. 2018Created digital, social, and traditional marketing strategies and execution plans for top customers. Launched the Cali Life Cannabis brand, which has a rich music history, as its founders are rock and roll royalty. Strategy included a dispensary education program and a co-marketing initiative with the app – Bands in Town.
MILK Photo BooksGrowth/Sales/Marketing
Nov. 2017 - Apr. 2021Laguna Niguel, CACreated the marketing and sales plans to launch and develop the PQ Albums brand into the US market by providing strategic and creative oversight for the local execution of global brand strategies to optimize international business. Negotiated the integration into one of the most sought after photography e-commerce APIs.
Kodak AlarisProduct Development/Marketing/Sales
Feb. 2014 - Sep. 2017Rochester, New York AreaKodak Alaris was born out of the bankruptcy of Eastman Kodak. I was tasked with helping the organization transition into a new product line (SaaS). Designed the launch strategy for their newly developing software application (KC2) for three marketing channels. Created digital/listening strategy. Created influencer program. Handled all traditional marketing strategies – website, kiosks, email and all photography events. Collaborated with sales team to create execution plans. Managed outside agency to create all marketing assets.
SmugMugDirector, Community Development
Jan. 2010 - Dec. 2014San Francisco Bay AreaResponsible for worldwide user community marketing, operations and growth. Worked with vendors and assisted with selection of the new lab products for customers. Managed product selection process through launch: website pages, pricing research, and catalogs. Managed team of 100+ community organizers across the globe. Grew monthly offline events to over 20K attendees meeting in various locations in less than six months. Maintained over 65 Facebook Groups, which grew to over 100K users in six months. Created strategy to gain more leaders and grow program. Created content and speaker programs to maintain and grow attendance. Content creation including webinars and podcasts with thought leaders. Expanded the live educational webinar/podcast program. Promoted expansion into Dubai, Manila and Eastern Europe. Leveraged multiple social media channels to increase the community expansion. Responsible for all community events in US & UK. Featured on CNN.com as Photography Industry Expert.
Pounds Photographic LabsMarketing and Sales Executive
Jan. 2008 - Dec. 2010Dallas/Fort Worth AreaReversed multiple years of up and down sales trends leading to their acquisition. Defined and executed a long-term turnaround strategy. Stabilized core customer base in an extremely competitive market. Established and managed sales and marketing team - defined metrics, customer networks, standards of performance, compensation. Sourced and implemented new CRM technology.
Cleantech GroupMarketing Strategy Manager
Jan. 2007 - Dec. 2007Brighton, MichiganCreated sales & marketing strategies (including budget oversight) for five separate business units that lead to $5M in investment in the company. Sourced and recruited new sales and marketing team.
RaquelBowles.comGrowth Marketer/Owner
Jan. 2004Dana Point, California, United StatesI help start ups and companies looking for new ideas for growth. I use MarTech and create strategies that can be taught to existing teams or I execute until the team is created. See below for work performed for my top clients. For more detail on my total client roster, please feel free to contact me.
Pictage, Inc.Director of Marketing/Community Development (Strategic Marketing & Sales)
Jan. 2004 - Dec. 2007Torrance, CaliforniaCreated the digital, social, listening, marketing and execution strategies for the start up. Increased brand awareness and market share, which drove the company’s dominance that lead to $29M in investment. Launched online community that grew to over ¼ of the total available market. Developed a series of annual customer conferences and a webinar program that experienced year over year growth. Recruited and managed sales and community staff.
Eastman KodakNational Sales Manager
Jan. 2002 - Dec. 2004Rochester, New York AreaResponsible for the sales of the ProShots e-commerce software. Developed solution selling techniques, contract negotiations, strategic market positioning and product launches. Created and communicated overall vision of the product. Worked closely with development team on long-term product strategy, road map and marketing requirements. Created pricing strategy. Implemented online and on-site training sessions for customers. Attended numerous trade shows; performed live demos of products.
ProShots, Inc.Marketing Director
Jan. 2000 - Dec. 2002Flint, MichiganInstrumental in development of company strategy and business plans leading to an acquisition by Eastman Kodak for $11M. Coordinated research studies. Maintained the marketing budget. Handled scheduling and administration of 20 trade shows per year. Oversaw legal strategies and issues, including patent infringement, contracts and non-disclosure agreements. Responsible for corporate marketing strategy execution.
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