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Work Background
TrophySmackVice President Marketing
Apr. 2022 - Nov. 2024At TrophySmack I lead a team of talented marketers including a social media content manager, community manager, UX/UI manager, PR manager, and customer success manager. In addition, I wrangle our agency partners: email, paid media, SEO, and Marketplaces. It's been amazing to be able to pivot into a sports-adjacent industry and work with top-notch creative people. LFG! 🚀
Leslie'sDirector, Social Media + PR
Oct. 2019 - May. 2021Phoenix, ArizonaLeslie's launched its first-ever flagship brand social media efforts in February of 2020. I am honored to be at the helm. While we've had social media efforts across some of our smaller brands, this was Leslie's first dive into the social media pool. Our first year was successful year in many ways. We carried out a super exciting and successful UGC campaign over the summer of 2020 and gave away the winner's choice of a pool or hot tub (with all the accessories). This campaign included paid media, retargeting, PR placement, and an Influencer marketing campaign. We grew our Facebook community from hundreds of fans to tens of thousands and have been able to maintain engagement and organic growth. I'm most proud of the team I led during one of the most difficult years I've experienced in social media marketing. Our small team handled more than 1000 weekly customer private messages at the height of covid, important social and cultural happenings, and a pool shortage. That doesn't include the thousands of comments and other engagements across all social channels. If we can make it through this last year... we can do anything! 2021 has some very exciting plans on the horizon including celebrity partnerships, co-branding ideas, increased influencer marketing, and of course... more pools and UGC! Make a splash with us!
Leslie'sSenior Group Manager eComm
Jan. 2019 - Oct. 2019Phoenix, Arizona AreaAs Sr. Group Manager of eCommerce - my 5 direct reports include a graphic designer, content manager, junior developer, email manager, and a paid media manager. Our job is to provide an excellent user experience to our customers through mobile, social, and other digital marketing content platforms. I develop the strategies to drive customer acquisition, to educate the customer, and to assist customers along the journey to their purchase. Along the way, I'll be defining our metrics for success, leading content strategies, developing our online promotions and proposing tactics for any newly developed digital technologies. It's an exciting time to be working for such an innovative brand- especially one that continues to innovate after 55 years. Leslie's has shown fiscal growth year over year- every year- since its inception. As the world's largest pool supply company, Leslie's has over 900+ store locations across the US and continues to also dominate in the eCommerce space. I'm proud to be making an impact, leading an amazing and talented team!
Leslie'sSenior Content Manager
Jan. 2018 - Jan. 2019Phoenix, Arizona AreaAs a Senior Content Manager at Leslie's, my job is to make sure that the content being added to the websites reflect the proper pricing, imagery, descriptions, and other attributes. I help to ensure we're executing the proper SEO strategies and I do a little bit of writing. In this role, I have 4 team members reporting into me- a Content Manager, a JR. Front-End Developer, a Content Specialist, and a Graphic Designer.
BRANDish Social Media Marketing LLCFounder + CEO
Jul. 2015 - Jan. 2018Phoenix, Arizona Area*Update* BRANDish Social Media Marketing, LLC, has been acquired by a local Phoenix branding firm. After developing a social media marketing plan for Origami Owl and winning an award for retail innovation... I launched BRANDish Social Media Marketing LLC. Our team helps develop digital marketing strategies for brands both big and small. We specialize in organic growth that produces real conversions for our clients. Additional services include Influencer Marketing, Digital Ads, Email Marketing, Live events with a social tie-in, and more. With client work under our belts from major brands like GoMacro and ForceFieldNYC... we're ready to help take your brand to the next level. Our team of experienced copywriters, strategists, and community managers are hand-picked because of their willingness to go beyond the "status update". Let's talk!
Origami OwlSenior Social Media Strategist
May. 2014 - Aug. 2015Chandler, AZThis was a brand new role for the growing Origami Owl team! It was so exciting to help further build up an already robust online community. The Origami Owl team's mission is to be a force for good; love, inspire, and motivate people of all ages to reach their dreams, and empower them to make a difference in the lives of others. It's simple. Let's get back to human to human engagement and really listen to our community of customers and designers. I grew this community organically over 400% in my time here and won a national award for digital retail innovation.
Spellbinders Paper Arts, LLCSocial Media Marketing Manager
Nov. 2011 - Nov. 2013Phoenix, Arizona AreaIn this position, I focused primarily on the strategy behind Spellbinders community development via various social media channels. The goal was to make Spellbinders a top, well-known brand, among dedicated crafters, as well as the casual crafter. I developed the overall social strategy, created campaigns, reported metrics, and directed my team in the execution of that campaign. In addition, I handled the company blog, corporate voice, and managed a team of bloggers/influencers. Utilizing the latest in social media trends and technology, such as live streaming video, live chats, and blogger/influencer outreach... I helped move Spellbinders ahead of the competition in online community development in many key areas.
Social2BDirector, Social Community Marketing
Mar. 2011 - Aug. 2011Building community around client topics. Engaging the growing community and getting responses in order to grow the client's business. Former Social Media Marketing Manager.
Collective BiasCommunity Leader
Aug. 2009 - Mar. 2011I worked with brands on one-off campaigns to help develop an online community of brand advocates.
ConsultantDigital Marketing Strategist
Nov. 2007 - Jan. 2014I've been working with brands to develop community-based, social media campaigns for many years. I was a pioneer in blogging + influencer marketing, starting in 2007 with a first-of-its-kind series of sponsored content, live-streaming events, and paid influencer network that I built from scratch. Writing, networking, and creating as a consultant has produced some of the most amazing experiences of my life.
ChildhoodOwner/Designer
Sep. 2007 - Mar. 2010Using my experience in eCommerce, Marketing, and the children's fashion space, I opened a brick and mortar boutique in Scottsdale, AZ. It was there that I designed and founded my own small children's clothing line "Childhood". At this same time - I started blogging, became a pioneer in social media "influence", and started a never-before-seen blend of digital and in-person sponsored events (complete with live streaming, which had never been done in this way).
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