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Work Background
High Pile DesignsCo-Founder
Mar. 2023Spearheaded Brand Vision: Directed the brand vision, strategic growth initiatives, and creative direction for High Pile Designs, overseeing brand identity and market positioning to drive engagement and loyalty. Developed Creative Brand Campaigns: Designed and executed all brand marketing and collection-specific creative assets, including copywriting and design elements, aligning campaigns to ensure a cohesive and compelling brand narrative. Optimized CRM Growth: Built and managed end-to-end customer engagement flows, including automated welcome series, abandoned cart, and post-purchase campaigns, growing email subscribers by 3x from first year to second. Managed Product Operations: Led and optimized product operations, including inventory management, shipping, and distribution, maintaining efficient workflows to support scalability.
JD Finish LineDigital Marketing Manager
Jun. 2021 - Jun. 2024Developed and Mentored High-Performing Team: Led a team of five in the strategy and execution of multi-channel campaigns across two brands, fostering skill development through mentorship and training, which contributed to a 2x increase in team output and campaign deployment. Increased Digital Revenue: Oversaw three digital marketing channels (email, mobile app, sms), contributing 43% of the total digital revenue with $103.1M generated in FY24. Built Cohesive CRM Strategies: Led CRM and segmentation strategies, developing lifecycle campaigns for acquisition, onboarding, retention, and conversion, achieving a 35% YoY increase in email audience. Enhanced Customer Engagement: Implemented A/B testing initiatives that drove a 50% increase in clicks and a 20% rise in CTR through personalized and dynamic content. Cross-Departmental Collaboration: Partnered with creative, digital merchandising, site ops, and IT development teams to ensure cohesive communication strategies across all customer touch points.
JD Finish LineSenior Strategist of Email and Affiliate Marketing
Oct. 2019 - Jun. 2021Boulder, ColoradoLed Segmentation Strategy: Effectively managed an email subscriber base of over 15 million and identified key customer target groups to increase site traffic, drive product sales, and strengthen awareness for new-to-market brands. Content Management: Oversaw the daily management of email content for both Finish Line and JD Sports brands, ensuring timely and cohesive campaign execution, alignment with brand strategy, product launches, and promotional priorities to drive engagement and sales.
JD Finish LineDigital Affiliate Strategist
May. 2019 - Oct. 2020Boulder, ColoradoExpanded Affiliate Revenue: Managed top 30 affiliate partners, driving $143M in revenue (80% of channel total) and achieving a 43% YoY increase through commission-based strategies. Launched Affiliate Program: Spearheaded the launch of JD Sports’ U.S. affiliate program, generating $33M in the first year by leveraging industry relationships and implementing best practices. Public Relations & Campaign Management: Directed PR efforts and managed high-impact influencer campaigns with top partners, enhancing brand visibility and driving product sales for Nike and adidas.
JD Finish LineDigital Affiliate Specialist
Feb. 2018 - May. 2019Boulder, Colorado
Techtronic Industries - TTIRyobi Product Design & Milwaukee Marketing Intern
May. 2017 - Nov. 2017Hong Kong-Co-led a market mapping workshop identifying the company’s primary customer profiles, and their corresponding power tool products of choice; results narrowed G6 Series target market and spearheaded AEG and RIGID rebranding
-Performed extensive competitive analysis on companies and products in ANZ/EMEA regions
-Analyzed customer feedback to consultatively present a product packaging redesign; ensured the product features, benefits, and overall branding were effectively communicated and localized by region -Researched competing brand guidebooks and insightfully drafted a new, unique brand guideline for the RYOBI G5 Series
-Presented product positioning and pricing insights to promote and diversify AEG’s new drill line
-Collaborated with US and APAC team in launching the company’s website in Asia; contributed content-related edits to more than 800 products in one week through Sitecore CMS system
-Assisted with the digital marketing team’s goal in increasing brand awareness and website traffic through SEO/SEM, and creating a social media plan and budget
Evolve Vacation Rental NetworkMarketing Assistant
Feb. 2017 - May. 2017Denver, Colorado-Curated 300 unique online property listings to showcase top Evolve homeowners
-Published a personal average of 27 weekly listings to platforms including Airbnb, TripAdvisor, Home Away, and VRBO
-Creatively marketed distinguishing property and location features, encompassing both the individual owners’ and Evolve brand’s voices
-Collaborated with a team of 10 to consistently exceed listing activation goals
-Assisted the Evolve photography team in selecting, editing, and ordering photos that would best represent each unique home, as well as the Evolve brand
AnthropologieSales Associate
Sep. 2015 - Jun. 2017Boulder, Colorado• Help carry on the Anthropologie mission, committing to offer customers signature products and unmatched service
• Work in an environment that encourages collaboration, design, and creativity, while also striving to inspire employees and customers
• Bedding Product Specialist, requires specific product knowledge and information regarding stock levels for direct information to customers
Meraki Moon Online BoutiqueIntern
Dec. 2014 - Feb. 2015Denver, Colorado• Curated and wrote bi-weekly blog posts with Wordpress to be displayed on Meraki Moon website, increasing site traffic by 10% • Managed social media outlets such as Twitter, increasing followers by 200% in three months • Helped strengthen Meraki Moon brand, enabling the company to expand from an online boutique and build a store front in the Denver area
• Planned and attended events in the Boulder area, such as trunk shows and pop-up shops to increase brand exposure
Kappa Kappa GammaPublic Relations Chairman, Assistant Membership Chairman
Dec. 2013 - Sep. 2015Boulder, Colorado• Planned and organized chapter wide functions for the 220 active members’ and their families, including a private shopping event for 100 mothers and daughters with a local Boulder boutique
• Created and managed Boulder Kappa Kappa Gamma website and all other social media outlets • Assisted in the leadership of recruiting new members, a week long event involving 1000+ people
University of Colorado, Professional Mentorship ProgramMentee
Sep. 2013 - May. 2016Boulder, Colorado• Paired with a mentor to gain insight and knowledge on professional development
• Work closely with University alumni to improve networking, communication skills, and interviewing practice
The Culinary Institute of AmericaCareer Discovery Student
Sep. 2010 - Sep. 2010St. Helena, California• Week long career discovery course in baking and pastry arts, gaining fundamental knowledge and skills to be used and further explored in the culinary arena • Worked alongside professional chefs to gain additional insight on the food and service industry
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