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Work Background
Triumph Financial, Inc.SVP, Director of Marketing Operations | Content Marketing | GTM | Demand Generation
Jan. 2022Led the execution of an enterprise rebranding project, growing brand identity and market visibility; strategically positioned the company as a dominant force in the financial technology sector. Streamlined Marketing Operations team, orchestrating cross-functional collaboration, optimizing workflows, and managing a $2M MarTech budget to achieve an increase in ROI through targeted campaigns and process improvements. Implemented Marketo and orchestrated the transition from Salesforce Marketing Cloud, resulting in an annual 37.5% decrease in marketing automation costs.
Triumph Financial, Inc.VP, Creative and Marketing Operations Manager | Content | Project Management | Creative Direction
Nov. 2020 - Jan. 2022On-siteEstablished Triumph Financial's marketing operations team, strategically assembling a team to optimize workflows, streamline processes, and drive operational excellence in support of marketing initiatives. Partnered with compliance, legal, and risk teams to ensure marketing operations adhered to industry regulations and standards, resulting in decreased compliance-related issues and reduced legal risk exposure, leading to enhanced brand reputation and customer trust. Identified and eliminated inefficiencies in marketing processes, resulting in weekly time savings and streamlining operations for a team of 22 marketers.
TriumphPayAVP, Marketing Manager | Brand Management | Social Media | Content Marketing
Dec. 2018 - Nov. 2020Dallas, Texas, United States · On-siteOwned comprehensive go-to-market strategy for TriumphPay's payment portal, defining brand pillars, crafting messaging, and strategically positioning the product within the industry; directly contributed to growing monthly active users. Delivered robust multi-channel marketing strategy, incorporating social media, search marketing, email marketing, and display advertising, resulting in increased audience engagement and visibility for TriumphPay. Led the project team to execute the development of TriumphPay's brand front-end website, driving a notable advancement in brand identity and user interaction and reducing calls to the support team. Headed a high-performing team of 2 members while overseeing a $1.5M marketing budget, allocating resources to drive marketing objectives and support the company's growth strategy; launched a targeted brand awareness campaign.
IDLife CorporateSenior Content Manager | Content Marketing | Social Media | Email Marketing | UGC
Oct. 2017 - Dec. 2018Frisco, TexasSpearheaded the design and execution of a comprehensive direct-to-consumer digital marketing strategy, incorporating display advertising, user-generated content, and social media; grew brand visibility and engagement. Developed and launched data-driven loyalty programs for 1,000+ frequent customers, resulting in a 20% increase in customer retention and a boost in brand loyalty, as measured by repeat purchases and customer satisfaction surveys. Supervised a marketing team of 6, directing social media managers, email marketers, event marketers, a video production team, and graphic designers, fostering seamless collaboration and achieving impactful results. Collaborated with cross-functional teams to establish and enforce brand standards across all marketing touchpoints, resulting in a 25% improvement in customer perception, measured by sentiment tracking. Optimized lead generation processes by implementing a state-of-the-art lead capture system, resulting in a 50% reduction in customer acquisition costs and driving a 30% boost in revenue.
Mortgage Women MagazineContent Contributor | Copywriting | Content Marketing
May. 2017 - Nov. 2017My column discusses advertising and marketing in the mortgage industry, and how lenders can connect with millennial markets.
TwentyNine Thirty CreativeDirector of Digital Strategy | Wordpress Development | Social Media Strategy | Hubspot
Apr. 2012 - Dec. 2018Dallas, TX · On-siteOwned strategic direction and execution of multi-channel campaigns, resulting in a boost in lead generation and an average 30% increase in online conversions for nonprofit organizations and SMB clients. Awarded 11 industry accolades, including Best Nonprofit Campaign, for the creative strategy for the “Be a Hero” campaign for Children's Miracle Network. Increased online applications for funding by 47% for client Balance Credit with targeted social media advertising.
Splash MediaSocial Media Manager | Social Media Marketing | Content Marketing | Copywriting
Mar. 2011 - Feb. 2012Addison, TexasCreated highly engaging social media content strategy, leveraging industry trends and brand identity, resulting in an average 40% increase in audience interaction and overall brand visibility for clients. Served as the primary contact for social media strategy discussions, performance evaluations, and collaborative planning sessions; contributed to an improved contract renewal rate for the agency between 2011 and 2012.
Splash Media UContent Creation and Script Production | Copywriting | Content Marketing
Mar. 2011 - Feb. 2012Addison, TexasCreated topical content for Splash U training materials. Content included tutorials and informational videos about social media. http://www.splashmediau.com
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