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Work Background
Drink DELTASenior Director, Growth Marketing and Communications
Jun. 2025 - Aug. 2025I lead the charge in scaling Delta's performance marketing efforts, delivering sustainable growth and working towards normalizing the consumption of THC beverages. Key YoY KPIs:
-2.4x revenue growth
-15 % increase in new customer acquisition -7 figure marketing budget
-8 months of consecutive revenue increases -Spearheaded the evolution of the marketing mix from a limited focus (META + Google Search) to a fully diversified, multi-channel strategy. Launched a series of 'firsts' for the brand including TikTok, Snapchat, OTT, In-App Mobile, Billboards and Radio
-Added newsletter partnerships and cross-promotions with aligned publishers to drive high-intent traffic.
-Activated experiential and sampling campaigns, including guerrilla marketing and real-world brand experiences.
-Revamped CRM and email segmentation, improving retention, LTV, and upsell conversion.
-Launched an influencer and UGC engine, fueling both paid and organic growth.
-Leveraged first-party data, lookalike modeling, and compelling CTAs to improve click-through rates and lower CPAs. -Revitalized and scaled the affiliate marketing program by identifying high-performing partners, optimizing commission structures, and streamlining tracking infrastructure.
-Worked closely with media partners to A/B test copy and visuals, resulting in a significant uplift in conversion performance and greater ROAS across the funnel.
-Researched, vetted, and onboarded new PR and experiential agencies to strengthen brand storytelling, expand media reach, and support strategic launches — part of a broader effort to professionalize and scale the brand’s marketing infrastructure.
-Implemented attribution modeling across all consumer funnels and developed reporting systems and definitions in a highly regulated industry
-Incorporated D2C learnings and strategies to support operations and sales team efforts
Drink DELTADirector of Growth Marketing
Jan. 2025 - Jun. 2025
Drink DELTAMarketing Director
Sep. 2024 - Dec. 2024
JEBCommerceDirector Of Affiliate Marketing
Nov. 2021 - Jun. 2023-Transformed traditional affiliate management into a key player in the commerce media, PR and influencer marketing industries. -Responsible for providing strategy and the direction for all clients. -Introduced AI methods and use cases for operational efficiency and team tasks -Managed 12 team members across various skillsets
-Transformed a traditional affiliate marketing agency into a robust and forward thinking partnership agency
-Clients included Lindt Chocolates, Princess Cruises, Johnston & Murphy, Silver Jeans, Evenflo and Saatva Mattresses
Bottles NationCo-Founder & Head of Marketing
Apr. 2019 - Jan. 2025-Converted an in-person wine and beer tasting business to the first virtual tasting companies. -Responsible for all marketing activities including paid social media, influencer management and PR. -Reached $1MM in revenue in less than a year. To date, conducted over 2,000 events.
-Clients include Google, Salesforce, LinkedIn, NFL, Accenture and NASDAQ Single-handedly created and executed digital marketing campaigns, social media content, public relations outreach and paid media buys.
AeroPayAdvisor
May. 2018
The Escape PodDirector of Social Media Strategy
Nov. 2017 - Feb. 2019I was responsible for creating an entire new department within the agency. This included incorporating best practices across social and digital marketing industries, along with implemented tools, systems and processes to fold within the agency's current creative structure. Specifically, I spearheaded all elements for a new social team to exist. Before the rest of the team joined, I reached out, negotiated and implemented all partner/vendor relationships. All paid social media methods were established by me, in addition to reporting structures and content creation systems and maps. From a social listening standpoint, I set the path for the importance of daily brand voice monitoring and fought for the importance of balancing social media MARKETING with social customer SUPPORT. From a digital marketing standpoint, I served as the digital marketing conduit to all of our paid social advertising, pitches and integrations across partner agencies. This included consulting on SEM, SEO and content marketing strategies. Client work included Fireball Whisky, Merrick Pet Care and a2 Milk. As a small, independent agency looking to expand its social media wings, I played a key role in setting up strategic meetings with industry leaders just as Google, Twitter, Snapchat and Pinterest. Under my direction, the agency created and implemented its first influencer campaign. Our partner deemed the campaign as one of, if not the most successful, campaigns in its vertical. Press & Work Highlights:
- 2018 Ad Age Small Agency Silver Winner: https://adage.com/article/special-report-small-agency-conference-and-awards/small-agency-year-76-150-employees-silver-escape-pod/2188501
- Gun Share (#gunshare) Art Installation Bronze CLIO Winner: https://clios.com/awards/winner/public-relations/the-brady-campaign-to-prevent-gun-violence/metro-gun-share-installation-49571
ModSquadVice President, Digital Media
Sep. 2014 - Oct. 2016I was responsible for integrating online marketing and social media across all global projects which included digital media, social media buying, online human moderation and customer support.
TargetDirector of Social Business Strategy
Apr. 2014 - Jun. 2014
Zlato LLCPrincipal and Founder
Sep. 2012Helping brands, agencies, and founders accelerate growth through digital marketing, brand strategy, and performance-driven campaigns. Since 2012, I’ve partnered with executive teams and challenger brands to launch products, scale revenue, and strengthen online reputation in highly competitive markets. Specialties: Growth Marketing & Demand Generation – Full-funnel strategy for customer acquisition, retention, and revenue growth. Digital & Social Media Strategy – Channel planning, paid media, community building, and content performance optimization. Executive Marketing Advisory – C-suite training on emerging trends, AI marketing tools, and digital transformation. D2C Challenger Brand Launches – Go-to-market execution from positioning to post-launch optimization. Integrated Brand Partnerships – PR, social, influencer, and affiliate marketing strategies that drive measurable ROI. Reputation Management – Proactive brand positioning, crisis communications, and online review strategy. Impact Highlights: Delivered double-digit revenue growth for multiple D2C brands. Led award-winning campaigns, including an Emmy Award for digital innovation. Guided startups from pre-launch to category leadership through strategic marketing execution.
Motorola Mobility (Google)Global Director of Social Media
Jan. 2011 - Aug. 2012Chicago, ILCreated, led and developed the first global social media practice. This included incorporating online marketing strategies like analytics, search, display advertising and other Web 1.0 foundational elements to the practice of online communications and social media. All of the methods, reports and processing are in practice today. Responsibilities extend to all product launches, consumer engagement and unique content creation. Workflow incorporates unique balance of marketing ROI and developing and sustaining long term consumer relationships. Serve as conduit and internal experts to key work partners in digital marketing, advertising, communications, customer service and retail. Key takeaways:
-Launched global YouTube community, including custom IP based language solutions for individual regions
-Added additional Twitter support handle, serving as a channel focused solely on customer service and tracking issues on a granular basis. -Led team responsible for being ranked in the top 10 of Crain's Chicago Business list of who is doing social media right
-Launched global, real-time social media monitoring tool, with solutions for each region, including language. Tool served as both a consumer research tool, but proactive design and engineering research hub. -Incorporated analytical analysis into every campaign, pre, during and post campaign. Social media was one of the most efficient forms of purchase intent on Motorola.com.
-Launched first consumer facing corporate blog, which became news hub for all major project launches and company developments. -Implemented integrated paid media campaigns across Facebook, Twitter and YouTube
-Advocated for real time content creation during key events such as CES, Superbowl and sxsw. Final materials continue to be used for employee engagement and consumer facing lifestyle storytelling.
EdelmanVice President, Digital Strategy
Jan. 2009 - Dec. 2010Chicago, ILFounded and led the strategy practice for the digital division of the Chicago office. Led a core team responsible for staying ahead of new technologies and making them feasible for our client teams. Provided strategy and counsel for numerous clients including Quaker, Kraft, Kimberly Clark, ConAgra Foods, Chevrolet, True Value, The American Egg Board and Burger King.
Bsolutions, LLCFounder
Jun. 2005 - Dec. 2008Chicago, ILDigital media strategy and execution, social media 101s, speaking engagements and training Clients included Sears, Wynn Las Vegas, Chicago 2016, Hanover Direct and Quicken Loans. Created and produced startup and Chicago Tech News at Chicago Tech Report. Member of the NBC5 Chicago Street Team. Served as local liaison to national technology events like The Consumer Electronics Show
Q InteractiveSenior Online Marketing Manager
Feb. 2005 - Sep. 2005Managed SEM and affiliate marketing efforts, in addition to lead generation activities.
Orbitz.comeMarketing Manager
Jun. 2001 - Sep. 2004Member of first eMarketing team and had a hand in every aspect of online media buying and planning, SEM, SEO and affiliate marketing. Honed skills for project management and being liaison between marketing and development.
Giant Step (became ARC)Account Manager
May. 1998 - Mar. 2001Web development strategy, client education and all the beauty of the dot com boom of the 90s. When code was just plain old HTML.:)
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