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Work Background
Digital MatterSr. Director, Media Operations
Apr. 2024New York, United States
UnstoppableDirector of Paid Ads
Sep. 2021 - Dec. 2023As a seasoned vet when it comes to all things Paid Ads and Digital Marketing, I'm a firm believer that the best revenue driving strategies focus on where potential buyers are in the customer journey. I've mastered this hands on, analytical full funnel approach and seen the direct impact of this method, growing brands substantially in an impressive window of time. Beyond the numbers and the proven success, this is a passion of mine. Here, I get to act out my passion every single day. Roles & Responsibilities: • Own performance marketing strategy across paid media channels for e-commerce & B2B brands, managing a team of paid media buyers for execution, ensuring constant and continued success that meets clients’ business goals • Create year over year revenue growth projections & build trend reports on performance (weekly, monthly, quarterly, and annual business reviews), measuring strategy impacts, guiding how to best test, refine, rinse & repeat
• Lead creative approach to best pair with marketing calendars & media strategies
• Build & automate reporting and other streamlined processes to best support client & internal team needs Achievements: • Built a brand new online ecomm strategy for a prior in-store only high-end luxury jewelry brand -- Began in Q1 2023; to date the jewelry brand has over $170K in online revenue at over 2x ROAS
• While sustaining 20% marketing efficiency, grew a men's fashion brand from $15M Annual Revenue to $22M 2021 – 2022; 2023 generated over $29M with 20% MER
• Grew a home design ecomm brand from $1.5M to $2.7M YoY; 2023 generated $3.2M while maintaining same ROAS of 4x+
• Created online advertising funnels for highly specialized and niche healthcare provider -- Within just two months since starting, generated 250+ qualified leads at under $50 CPA (~20K+ CLV)
Adaptly, part of AccentureMedia Supervisor / Senior Marketing Manager
Aug. 2018 - Apr. 2021Greater New York City AreaAs the lead on Adaptly, Part of Accenture's product and offerings marketing, my main focus is providing sales enablement materials and go to market narratives that support platform, partnerships, data, and any related offerings, for sales and revenue teams to generate new media opportunities (within both new and existing business). This includes providing case studies for internal sales and external use. The job entails constant collaboration across product leads and involved stakeholders to deliver the most cohesive go to market storylines surrounding product and any offerings or services related. In addition, my experience in digital marketing strategies includes paid social strategy and execution, performance reporting and presentations, content distribution and promotion across digital properties, account based marketing and nurturing of prospects to closed deals, and more.
AdaptlyMedia Supervisor
May. 2017 - Aug. 2019Greater New York City Area• Utilized expert knowledge to supervise and mentor a team of five+ media managers on paid social media best practices, ensuring that executions were setup to deliver optimal performance across multiple social platforms (Facebook, Instagram, Snapchat, Pinterest, Twitter, LinkedIn) based on clients’ KPIs and business goals; managed budget allocations and pacing – budgets handled range from $100K-$3MM
• Created in depth automated reporting to deliver deep data insights that showcase performance across all phases of the marketing funnel; crafted complex formula-based smart templates to best represent both big picture, plus detailed media performance; presented performance and learnings to clients as a way to inform recommended future media activations
• Ensured backend setups were on par with platform best practices for always on campaigns and particularly measurement studies (IE Nielsen, Milward Brown, etc.); managed campaign in first ever published case study for head to head Facebook mixed placement test
• Vertical experience: retail, financial services, entertainment, CPG, travel, fashion, health and beauty, pet (brands include but are not limited to: Prudential, Chico’s, CVS, Bose, Hyatt, Royal Caribbean, EY, Nationwide, Etsy, White House Black Market, Soma, TVLand, VH1, PBS, Ashley Furniture, Florida’s Natural, All, Diane Von Furstenberg, etc.)
AdaptlyMedia Manager
Sep. 2015 - Apr. 2017Greater New York City AreaLaunched paid social campaigns across platforms: Facebook, Instagram, Pinterest, Snapchat, LinkedIn.
American Kennel ClubSocial Media and Digital Marketing Manager
Apr. 2014 - Aug. 2015New York, NY• Crafted and maintained highly successful social media strategies (paid, earned, owned) integrated with email and content marketing as part of inbound marketing strategy; grew company monthly lead generation engine from 4,000 leads per month to 130,000 and increased customer lifetime value from $4 - $11
• Drove over 4M+ new social media followers across primary channels, Facebook, Twitter and Instagram; used built audiences to develop revenue models, generating over $1M through social advertising and partnerships within one year
• Led revenue generating content strategy; researched and curated highly engaging content to use across social properties and email, and grew website audience from 900K to 4.5M in under two years
• Developed video marketing plan; produced 200+ videos generating advertising dollars and reach via social and e-mail channels
• Grew and maintained content plan and social partnerships with influencer brands, Ex.) Purina, Royal Canin, Yahoo!Parenting, PopSugar; Ex.) World Pup sponsored by Royal Canin (50M+ impressions at $25,000), Thrilling 32 sponsored by Purina Pro Plan (30M+ impressions at $15,000)
• Increased Public Relations metrics via social media and email support; grew 36% increased media impressions and 29% earned PR value • Launched AKC Blogger Network, an ambassador network to expand reach, leads, and awareness of social/PR/product efforts
American Kennel ClubSocial Media & Community Manager
Apr. 2013 - Sep. 2014Grew and managed the company's social media community including seven Facebook pages (4.5M fans combined), Twitter handle, Pinterest page, G+, Tumblr, Youtube, etc. (over 500K+ audience size), also managed company apps, and generated high traffic to websites. Assisted marketing and product with partnerships via social as support.
Ruby Media Group LLCDigital Public Relations and Social Media
Feb. 2013 - Apr. 2013Westchester, New York• Assist with traditional and social media public relations initiatives: • Distribute press releases
• Compile traditional media and online media lists
• Compose and pitch articles that feature local businesses to traditional media and online media contacts
• Manage social media outlets/ monitor competition
Robin Leedy & AssociatesAssistant Account Executive, Account Coordinator, Intern
May. 2011 - Jan. 2013Westchester, New York• Craft, implement and manage four accounts’ online marketing campaigns and strategies to maintain strong social media presence based on allotted budgets/ monitor competition
• Increase brands’ exposure by cross promoting brand information and news via relevant and valuable social media platforms and sources (online publications, key opinion leaders/ influential contacts)
• Produce and distribute across social media platforms client requested and company video scripts; direct shooting, editing and distribution processes
• Produce new and maintain existing relationships with key opinion leaders and influential contacts/update and organize contact database and target media lists via Cision; pitch products and share brand information via iContact e-newsletters to contacts
• Monitor and report metrics and results of tactics to clients via detailed weekly/monthly/yearly updates
• Supervise established standard procedure for product mailings
Examiner Media (The Northern Westchester Examiner)Freelance Writer
Apr. 2011 - Jul. 2011Westchester, New York• Report assigned tasks; interview appropriate contacts and write drafts and final stories by given deadlines
• Distribute newspapers weekly
School's Out, Inc.Activity Leader
Sep. 2010 - May. 2011• Organize activities for children to participate in during morning hours before school begins.
Engravers BlockAssistant Manager
Sep. 2005 - Jan. 2011• Open and close store; organize daily, monthly,and annual monetary income and outcome; assist in making specialized customer orders; engrave items.
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