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Work Background
SAPSr. Cross Channel Strategy Lead: Owned Channels
Mar. 2024 - Dec. 2024Newtown Square, Pennsylvania, United States• Effectively communicated and collaborated with stakeholders across multiple functions, segments, and organizational levels to drive alignment and success.
• Partnered with corporate marketing teams to define and document business requirements for owned channels, including web, chat, SEO, email, and digital experiences.
• Served as the primary point of contact for aligning business requirements with strategic goals for owned channels such as web, Try-to-Buy experiences, and digital tools.
• Developed comprehensive business requirements and led cross-functional initiatives in collaboration with digital experience teams and business owners.
• Spearheaded enhancements in key areas, including:
-Progressive registration (personalization, experience design, and enrichment strategies).
-Optimization of registration strategies for SAP events and marketing preference centers.
-Implementation of data validation methods, BOT prevention measures, and governance for digital presence tools (AEM Cloud, DAM, tagging, metadata).
-Improved contact qualification experiences through UX enhancements, routing optimization, and automated workflows.
-Alignment of web and nurture experiences, focusing on forms, landing pages, and campaign enrichments for non-authenticated users.
-Evaluation and refinement of web form structures, data attributes, and contact profile definitions.
• Development of Try-to-Buy experiences, including demos, trials, BTP, PayGo, and free-tier offerings, while ensuring legal and cookie compliance.
• Collaborated closely with MarTech and Marketo teams to ensure alignment of business requirements with scoring, routing, and nurturing processes.
• Collaborated with cross-functional teams, including digital experience, product, data management, and regional hubs, to define technical and data strategies for owned channels.
•Ensure downstream processes are fully aligned with MarTech stack
HUE MediaDigital Marketing Consultant
Mar. 2023 - Mar. 2024Miami Shores, Florida, United States• Rebranded HUE Dezign to be HUE Media, after contract ended with Procter & Gamble
• Clients include: Andover Properties, Storage King, and Devon Self-Storage
• Enhanced progressive registration processes by implementing automation, personalization, and optimizing user experiences.
• Optimized registration strategies across digital initiatives.
• Aligned content management systems and tools, including AEM Cloud, digital asset management, and tagging/metadata repositories.
• Aligned web and nurture experiences, optimizing forms, landing pages, campaign pages, and enrichment capabilities for non-authenticated users.
• Evaluated and recommended data attributes for web forms, enhancing contact profile definitions and user experiences.
• Led the creation & execution of multichannel marketing campaigns, including print, direct mail, digital (DSP, PPC search), and social advertising.
• Managed campaigns for banner ads, Google Ads, organic and paid search, SEO, SEM, and paid social media.
• Executed DTC performance marketing strategies for established brands, startups, and growth-focused companies.
• Drove social media lead generation and advertising across social platforms.
• Utilized Tag Manager and Google Analytics to track website engagement, analyze customer journeys, and remarket digital ads.
• Designed and created print and digital ads, animations, and marketing collateral using Adobe Creative Cloud tools such as Illustrator, Photoshop, Premiere, and Animate.
• Developed and implemented marketing automation strategies to enhance lead generation and list segmentation.
• Created customer personas and mapped user journeys to align with marketing strategy.
• Conceptualized and executed innovative marketing campaigns, resulting in comprehensive product marketing strategies.
• Conducted market research to identify trends industry and advertising trends.
• Developed and maintained engaging website content, while designing UX/UI experiences and creating landing pages
Procter & GamblePerformance Marketer/Marketing Technologist
Mar. 2022 - Mar. 2023Cincinnati, Ohio, United States•B2C/ DTC performance marketing for established, startup and growth hacking products •Direct Buying across multiple channels and digital platforms
•Marketing strategy creation and execution for brands across multiple business units
•Plan and successfully manage multiple brand and channel budgets
•Develop and implement integrated marketing campaigns, including print media, TV and OTV
•Responsible for bringing consumers to website through media buying, SEM, SEO, social, content, influencer, email, referral, and affiliate marketing •Google Analytics, Tag Manager, Data Studio, Meta and ecomm platforms for campaign performance reporting and optimization •Analysis of campaign performance data to drive continuous improvement and hypothesis-led testing of new concepts
•Ecommerce media buying using Amazon, Walmart, Instacart, Costco and Target for Crest, Oral B, Fixodent, and Burt’s Bees products
•Increased SOV for oral care by 12%, while maintaining a ROAS and decreasing CPC
•Optimizing paid social and electronic retailer campaigns to reach device CPA goal and target ROAS of < 2.0 •Analysis of campaign performance to drive improvement and hypothesis-led testing of new concepts •Optimized inbox deliverability resulting in increased email engagement by 8% •Mange websites with CMS platforms WordPress and BigCommerce •Agile project management including agile testing in a development environment •Own the end-to-end planning and execution of consumer acquisition plans across all channels, websites and platforms
•Creating ads, buying, and optimizing for PPC search, social, programmatic and display (DSP), and multichannel media plans •Create rapid prototyping experiments, leveraging A/B testing, and helping create new businesses from seed to incubation stages
•Mentoring teams while building relationships with key stakeholders
•Project managed multiple products across four business units •Managed partner and agency relationships
•Creating digital assets on ad hock basis
CareQuest Institute for Oral HealthDigital Marketing Manager
Mar. 2021 - Mar. 2022Boston, Massachusetts, United States•Creation of marketing strategies, building integrated marketing plans, and lead hands-on design and execution of the plans in conjunction with internal or external marketing resources and/or cross-functional teams
•Serve as the marketing point person for assigned areas of activation and digital media
•Leading campaign management for banner display ads, organic and paid search, Search Engine Optimization (SEO), DSP, and paid social media
•Use Adobe’s Creative Cloud, Illustrator, Photoshop and InDesign to create and edit digital ads and marketing collateral
•Mentored and assisted with building the internal marketing team
•Created and maintain CareQuest Innovation Partners website
•Assisted in reskin and maintenance of CareQuest Institute for Oral Health’s website •Identify vendors and negotiate contracts for digital platforms in all health care verticals
•Conceptualize new marketing ideas and campaigns
•Developing and posting social media content for both organic and paid content
•Used CMS platforms WordPress and Magento to manage website updates •Identify and execute launch or migration of marketing platforms including: HubSpot, HootSuite, Talkwalker, Google Console, Analytics, Tag Manager, and Data Studio
•Manage budget for paid social media
•UX/UI design for two websites
•Setting up and streamline processes
•Agile project management as scrum master for digital projects
•Executing A/B testing of online campaigns •Customer and user journey mapping
•Mentoring and training team members
Crius Energy, LLCMarketing Director
Aug. 2016 - Nov. 2019Miami/Fort Lauderdale Area· Increased exposure and sales through traditional and digital marketing and PR initiatives
· Guided creation and implementation of multichannel marketing campaigns through development of print, direct mail, digital, and social media advertising
· Led creation and campaign management for banner display ads, Google Ads, organic and paid search, Search Engine Optimization (SEO), Search Engine Marketing (SEM) and paid social media, using Google Marketing Cloud
· Utilized Google Tag Manager and Google Analytics for marketing analytics to track and remarket digital ads website engagement and customer journeys
· Used Adobe’s Creative Cloud, Illustrator, Photoshop, Premiere and Animate to create print, digital ads and animations
· DTC performance marketing for all sister brand products
· Created and maintained all the company’s websites
· Created customer personas and customer journeys
· Wrote and distributed press releases · Identified vendors and negotiated contracts for promotional items and marketing campaigns · Coordinated and participated in promotional activities, trade shows, speaking engagements, and seminars · Planned, marketed, and executed events · Conceptualized new marketing ideas and campaigns for both internal/external projects
· Created and managed department budget and media/marketing plan of $5,000,000
· Managed the creative and marketing teams by providing direction, guidance, training and development
· Conducted market research on products, services and advertising trends · Developed and maintained engaging content for websites
· Named employee of month for March 2017
· Utilized Adobe InCopy and InDesign to develop all-new data merge process for producing environmental disclosure labels, saving ten-plus hours per month
· Negotiated vendor contracts to add $250,000 in added value in advertising
Hue DezignEvents/Marketing Director & Consultant
Sep. 2011 - Mar. 2021Miami, Florida, United States• Client included: Neiman Marcus, Jackson Health Foundation, Pivotel Satellite Telecommunications, and Major Touring
• Creation and implementation of integrated multichannel marketing campaigns through development of print, direct mail, digital (DSP, PPC search), social media advertising and event planning
• Analyzed various marketing tools, services, and channels for initiating successful product marketing
• Lead generation and list segmentation for qualified leads for health care, luxury retail, retail telecommunications, and entertainment clients
• Planned and executed small- and large-scale events
• Used CMS platforms WordPress and BigCommerce to develop and manage engaging content for websites
• DTC performance marketing for all sister brand products
• Facilitated social media activation and organic engagement • Guided development of strategic and tactical plans for both paid and organic channels, including social ads, display ads, Search Engine Optimization (SEO), Search Engine Marketing (SEM)
• Worked with Neiman Marcus marketing products and services via print, online, social media, and in-store events
• Provided graphic/web design and web programming services to clients utilizing Adobe Marketing Cloud and Adobe Creative Cloud
• Educated selling teams and account sales staff about company’s primary goals, visual merchandising directives, and product knowledge
• Increased Jackson Health Foundation’s social media engagement by 26%
• Bolstered enrollment into Jackson Health Foundation’s donor database by adding 5,000 new contacts over one year • UX/UI design and landing page creation
Care ResourcePublic Relations & Marketing Manager
Sep. 2008 - Sep. 2011Miami/Fort Lauderdale Area• Organized and coordinated organization’s marketing initiatives and media relations • Guided creation of marketing materials for print, digital, and social media advertising
• Led creation and campaign management for banner display ads, Google Ads, organic and paid search, Search Engine Optimization (SEO), Search Engine Marketing (SEM), and paid social media
• Utilized Google Analytics for marketing analytics to track digital ads and website engagement
• Created and maintained all the company’s websites
• Oversee and provided direction to the creative team
• Used Adobe’s Creative Cloud Illustrator, Photoshop, Premiere and Animate to create print and digital ads and animations
• Researched and identified new marketing areas for health care organization and all planned events. • Launched first digital and social media marketing campaigns • Advertised on Facebook in 22 countries, expanding company's presence into 17 new international markets. • Managed 75,000-recipient Constant Contact email database • Planned, marketed, and executed large-scale events, including negotiating celebrity entertainment for events (“White Party Week”) • Maintained relationships with government officials, community members, media, and sponsor/funders. • Supervised, trained, and evaluated staff • Worked as agency spokesperson in absence of executive director
• Oversaw digital campaigns resulting in 75,000,000 impressions per year • Fundraised more than $800,000 for nonprofit
• Obtained $165,000 in grants for “White Party Week,” largest amount to date at time
• Led largest online presence with 27,000,000 impressions worldwide, largest amount to date at time
America's Capital PartnersCreative/Marketing Director
Jun. 2006 - Aug. 2008Miami/Fort Lauderdale Area· Managed creative budget and marketing plans totaling $500,000
· Acted as head of graphic/marketing department, managing staff of three
· Managed creative, marketing, PR, and branding for all offices, properties, and subsidiary companies · Supervised, trained, and evaluated staff · Increased exposure through marketing and PR initiatives · Bolstered overall occupancy by 12%
· Researched new marketing and PR opportunities · Organized and executed national events · Led and managed marketing and creative for three subsidiary companies · Utilized Adobe Creative Suite to develop ideas and manage graphic design work for marketing materials for organization’s programs and events
World Title Company/MortgageCircleMarketing Manager
Jan. 2005 - Dec. 2006Miami/Fort Lauderdale Area· Oversaw all marketing/graphics of real estate, title, and mortgage companies as well as NFL agency
· Utilized Adobe Creative Suite to create graphic and web collateral, including brochures, postcards, and websites
· Marketed products through traditional and mass media
· Created marketing DVDs using CD/DVD authoring and audio/video editing software, including DVD, Studio Pro, Final Cut Pro, Adobe After Effects, and Premiere
· Utilized through marketing and rebranding to increase mortgage and title deals by 17%
· Acted as IT tech
AdSouth PartnersGraphic/Web Designer
Jun. 2004 - Sep. 2004Boca Raton, Florida, United States· Designed for new product launches from concept to production, including package design · Acted as web designer/developer for the company and its clients · Utilized Adobe Creative Suite to create graphic and web collateral, including brochures, postcards, animated banners, and websites
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