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Banfield Pet HospitalContent Strategy and Brand Digital Experience Lead
Aug. 2021Vancouver, Washington, United StatesLed digital content strategy and site experience innovation to drive consumer engagement, brand loyalty, and business performance for the largest veterinary practice in the U.S. Partnered cross-functionally across PR, creative, and veterinary teams to deliver cohesive, insight-led storytelling across Banfield.com, blog, and social platforms. Managed a high-performing content and production team to deliver best-in-class digital creative experiences. Developed and executed a holistic digital content strategy, increasing blog engagement by +57% and time spent by +31% YoY in 2024. Led CRO efforts for Banfield.com, growing page engagement +30% and time on site +44% YoY across pet health content pages. Directed content planning and production for brand-building creative across web, social, and editorial touchpoints. Managed a cross-functional team of creatives and producers, fostering a high-collaboration culture and content excellence. Aligned internal stakeholders across legal, PR, and veterinary medicine to unify voice and strengthen brand credibility across digital channels. Collaborated with analytics and UX teams to test and optimize content performance, supporting loyalty, education, and conversion goals.
NikeGlobal Brand Digital Director, Nike.com
Jan. 2017 - Jun. 2019Beaverton, ORLed brand strategy, integrated marketing, and digital innovation for Nike’s largest global consumer platform. Developed full-funnel content strategies and seasonal campaigns across Nike.com, email, and social to drive cohesive storytelling, consumer engagement, and business growth. Directed consumer journey mapping, digital experience optimization, and piloting of new marketing capabilities to elevate Nike’s direct-to-consumer ecosystem. Directed seasonal integrated marketing campaigns across Nike.com, email, and digital channels, developing strategic creative briefs and omnichannel activation plans that fueled cohesive brand storytelling and global consumer engagement. Defined brand vision and digital marketing roadmap for Nike.com, influencing global brand and business partners. Developed and scaled gifting brand strategy, increasing campaign consumer touchpoints +40% YoY and boosting traffic to top gifting products by 45%. Created global page templates and design guidelines to elevate site-wide brand consistency and consumer experience. Built and operationalized a new partnership model between global marketing and technology teams, accelerating the delivery of consumer-driven features and platform innovations. Developed site merchandising strategies that increased seasonal product view rates by +20% across key apparel categories.
NikeGlobal Brand Digital Director, Nike Women
Feb. 2014 - Jan. 2017Beaverton, OregonAppointed digital lead to transform and relaunch the Nike Women’s brand, scaling the business to $500M in annual revenue. Developed integrated marketing strategies, content ecosystems, and consumer engagement campaigns that deepened brand connection and accelerated growth across Nike.com, social, and digital platforms. Directed global storytelling, product launch strategies, and digital innovation to drive loyalty, community, and brand relevance. Built and led a cross-functional marketing team and agency partners to launch the reimagined Nike Women’s brand, securing $500M in funding and driving global business transformation. Developed Nike Women’s first global editorial content model, unifying brand storytelling across sport categories to deliver a consistent and culturally resonant consumer experience. Directed integrated go-to-market strategies and seasonal campaigns for key product lines, driving engagement across Nike.com, email, and social channels. Increased share of voice for the bras category by +30%, improving natural search rankings from #11 to #6 and significantly boosting traffic and conversions. Strengthened category growth by growing traffic to the bra product ecosystem by 34%, raising product page conversions by 20%, and improving social engagement through optimized search, content, and merchandising strategies. Awarded the Nike Maxim Award for excellence in brand transformation and consumer impact.
NikeSenior Digital Lead, Nike.com Global
Aug. 2008 - Jan. 2014Beaverton, OregonLed global content strategy and digital marketing initiatives for Nike.com across Men’s, Women’s, and Kids’ categories. Owned site editorial planning, creative briefing, and seasonal content development to drive cohesive brand storytelling, category growth, and consumer engagement. Directed integrated marketing and content planning across gender divisions, aligning brand storytelling with seasonal business priorities and consumer journeys. Developed and executed Nike.com’s global editorial calendar, ensuring consistent, culturally relevant, and brand-aligned digital content across markets. Selected to join leadership team for major Nike.com transformation ("OneNike"), integrating brand and business teams under a unified digital marketing and consumer experience strategy. Contributed to award-winning "OneNike" initiative, recognized with the Nike Maxim Award for innovation in digital brand alignment and organizational excellence.
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