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Work Background
Vyper FocusCreative Marketing Director
Jun. 2024United States, Austin Conceptualized and built Vyper Focus from the ground up, an AI-driven mindset app for athletes that fuses creative visualization, personalization, and performance psychology to enhance focus, confidence, and mental resilience.
• Led end-to-end creative strategy and execution for Vyper Focus, managing all facets of brand, UX, messaging, and
content across the athlete customer journey. Directed cross-functional teams to deliver cohesive, full-funnel experiences that blend sleek design with performance-driven storytelling.
• Designed Vyper Focus’ unique Coach chatbot, an interactive ai tool that personalizes performance mindsets based
on user goals, challenges, and definitions of success, setting Vyper Focus apart in the sports tech market.
VMwareCreative Director and Lead Strategist
Apr. 2021 - Jan. 2024United States, Austin• Lead the transformation to a SaaS model at VMware, enhancing customer engagement through strategic lifecycle marketing and content development which improved customer acquisition (18%), retention (12%), and expansion (32%).
• Constructed data-driven Keynote presentations that distill complex strategies into clear, actionable insights for audiences ranging from internal cross-channel stakeholders to executive leadership, covering go-to-market strategies, business development, campaign performance, and content planning.
• Designed and executed user experience strategies for VMware’s online store, targeting UX improvements and growth marketing initiatives, resulting in a 23% increase in user engagement.
• Developed content that integrated digital and multi-channel nurture programs for clients on VMware on AWS Cloud services aimed at key performance indicators, collaborating with both internal teams and external agencies to implement creative strategies and briefs.
• Achieved a 58% increase in product consumption by innovating trigger-based strategies across various channels,
enhancing messaging and personalization to effectively draw customers into experiencing product value.
• Enhanced customer experience tools and processes, leading to a 30% increase in asset engagement; consistently delivered performance above industry benchmarks in all social media campaigns.
• Successfully led account-based marketing programs that exceeded expectations, increasing lead generation by 8-15% through targeted and strategic campaign planning and content development
MOBO System, LLCMarketing and Creative Director
Oct. 2020 - Feb. 2021United States, AustinFull Brand overhaul in 60 days. Delivered a strategic and creative transformation of the MOBO brand; refresh of brand identity, & guidelines, marketing plan, social playbook, and e-commerce website.
Created and delivered an engaging mix of marketing assets in support of all channels including digital and social marketing, retail and wholesale marketing, CRM, and customer service.
Directed brand management to include creative development, product marketing, consumer insights, creative agencies, and marketing teams.
Dell TechnologiesManagement of Social Content Development and Engagement
Dec. 2018 - Feb. 2020United States, AustinDramatically improved engagement by 45% across social channels.
Secured a 30% increase in following base within 12 months for Facebook, Twitter, and LinkedIn.
Produced 80% of the Top 10 posts ranked for engagement. Functioned as the SME on all content development, experiential learning, marketing, and social storytelling endeavors.
Dell TechnologiesCSR, Diversity & Inclusion Advocacy
Oct. 2016 - Feb. 2020United States, AustinServed as the point Volunteer Coordinator for the 500+ member Consumer Small Business organization.
Developed plans and programs including the WeCare, WeShare initiative, shifting ownership to leadership levels, and intentionally creating a trickle-down effect.
Increased employee participation 35%. Grew participation hours; 4,500 hours to 11,500 hours in the previous year. Achieved 100% participation with 80% of teams.
Effectively participated in executive leadership forums and moderated panel discussions on behalf of Dell through ERG’s, promoting diversity and inclusion in the work place.
Conceived and developed an award-winning global campaign to provide Employee Resource Groups (ERG) a universal campaign toolkit of cohesive assets available for global use. The Be Yourself marketing strategy and campaign leveraging the “Be Yourself” tagline into a full set of 30+ flex assets, negotiated pro bono relationships with teams to deliver a full toolkit that is now being utilized globally in all chapters. Reduced overall cost impacts by regions. Cohesive global look/feel. These templates can then be adopted by all Employee groups within dell for adaption and use.
Dell TechnologiesGlobal Product & Retail Marketing Manager
Jun. 2010 - Dec. 2018United States, Austin Successfully launched 130+ new products and delivered 28K+ marketing assets.
• Implemented a marketing assets template process that saves regional stakeholders 40% budget and better controlled global brand management while still allowing regional flexibility.
• Utilized financial acumen to control $3M -$5M budgets as well as managed MDF funding for partnerships/alliances
• Delivered 5 comprehensive global retail redesigns including retail experience and environment for well recognized
brands including Alienware, XPS, and Inspiron.
• Significantly improved access to global retail assets for regional partners by spearheading the creation and launch
of a digital content management resource tool, the Dell Global Retail Library, which delivered a more secured process to collect, share, and download brand-approved assets.
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