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Work Background
FSE AnalyticsVP, Marketing & Analytics
Nov. 2018United StatesLaunched a Social Media and Analytics focused marketing agency, managing Facebook, Instagram, TikTok, Twitter, and Snapchat ads for a dozen clients Analyzed traffic and results to deliver weekly performance reports detailing progress towards our goals. Consistently met and exceed client expectations through conversion optimized ads and advanced analytics Built and replatformed websites through Shopify for eCommerce focused clients. Structured websites with an eCommerce first approach, increasing conversion rates and sales by 50% in the first year for select clients Drove ticket sales through Eventbrite and Ticketmaster with targeted Facebook and TikTok ads, selling out most of our managed events Doubled year over year revenue for FSE Analytics, facilitated by onboarding new clients, client revenue growth, paid media spend increase, and reaching ROAS and CPA targets
11xSenior Director of BI & Digital
Aug. 2016 - Nov. 2018Venice, CAo Recruited to lead Paid Social team, which grew eCommerce revenue by 200% in the first year for 11x clients with introduction of Paid Social o Managed $300K Social monthly media spend which drove over $700K+ monthly revenue through Facebook, Instagram, and Pinterest.
o Developed email acquisition strategy through Facebook lead ads to grow customer lists with effective and efficient lead ads. Integrated with Klaviyo to create custom welcome offer for Social leads, yielding overall 5x ROAS
JibJab Bros. StudiosDirector, Business Intelligence & Strategy
Mar. 2016 - Sep. 2017Greater Los Angeles Areao Promoted to Director of BI and Strategy to lead Paid media and analytics. Reported revenue growth, LTV, visitor, and Paid media strategy and results directly to the CEO & COO. o Onboarding BI platform (GROW), providing real-time reporting on marketing and business critical to decision making.
JibJab Bros. StudiosSr. Manager, Lead Acquisitions
Mar. 2015 - Mar. 2016Venice, CAo Promoted to Senior Manager of Lead Acquisitions for consistently meeting revenue goals and continued paid media growth.
o Built minute level reporting database in order to measure the efficacy and efficiency of TV media spend. TV budget rose 500% year over year after minute level spot analysis provided confidence in the efficiency of TV spend.
JibJab Bros. StudiosManager, Lead Acquisitions
Jul. 2013 - Mar. 2015Venice, CAo Hired full time to lead Paid media for JibJab and StoryBots, including Paid Search, Social, Affiliate, TV, and Radio.
o Introduced Facebook Ads which lead to a 200% year over year new subscriber revenue increase in Q4 2014.
Lowe Campbell EwaldWeb Analyst
May. 2013 - Jul. 2013West Hollywood, CAo Assessed efficiency of internal analytical and reporting methods to find opportunities for improvement.
o Built Excel reporting templates to minimize agency/client reporting time. Wrote VBA scripts to automate daily tedious and repetitive tasks.
JibJab Bros. StudiosWeb Analyst
Apr. 2013 - Jul. 2013Venice, CAo Audited JibJab’s paid media program to identify opportunities for growth while maintaining/improving CPA targets.
BuzzFeedViral Targeting Analyst
Jun. 2011 - Mar. 2012o Maximized traffic to BuzzFeed domain through offsite marketing efforts (SEM, SMM, Display).
o Analyzed the behavior of BuzzFeed’s traffic (time on site, page views, source, time of day, etc) to better understand the actions of our users.
o Used AppNexus with Peer 39 (Semantic Targeting Platform) to accurately target specific audiences and increase our CTR and conversion ratios.
o Managed Facebook, Twitter, and StumbleUpon campaigns for our clients to increase their social presence.
o Reduced performance metrics reporting time by 90% through streamlining data collecting and organizing process with Excel/VBA.
o Delivered 100% of client’s Impression/Click goals at an extremely low CPM/CPC by targeting a relevant audience specific to our advertiser.
o Worked with major brands including Coca Cola, Doritos, Dell, Experian, and many more.
Reprise MediaAccount Coordinator
Aug. 2010 - Jun. 2011o Managed Hyundai and Kia’s yearly SEM budget of over 20 million dollars. Built custom budget reporting dashboards to facilitate daily management.
o Worked with all major SEM front-end and back-end platforms including Atlas, Dart, AdWords, AdCenter, and more to achieve client goals
o Implemented efficient paid search tactics to maximize client visibility while maintaining low CPCs and CPAs through daily optimizations.
o Built budget management sheets to manage $20MM annual SEM budget for Hyundai and Kia.
o Analyzed back-end data (actions post click) with Omniture and Atlas to facilitate SEM management.
o Increased CTR through testing ad copy variations.
Abercrombie & FitchStore Manager
May. 2009 - Aug. 2010Managed a multi-million dollar business with over 40 employees
Handled multiple tasks daily including sales transactions, volume calculations, auditing the store, opening and closing the store, and processing shipment
Strong communication and customer service skills through meeting and interacting with hundreds of customers daily
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