I’m a growth-focused marketing leader with 13+ years of experience architecting and implementing integrated B2C and B2B campaigns, managing multimillion-dollar budgets, and driving customer acquisition, retention, and revenue per unit across digital and traditional channels.
Associate Vice President, NextAfter
Spearhead development and refinement of marketing offers and fundraising appeals, including hands-on leadership in copywriting and creative direction.
Lead and oversee execution of media advertising strategies, optimizing ad buys to enhance fundraising performance and donor acquisition.
Provide strategic oversight and consultative guidance to clients on the implementation and optimization of their MarTech systems, ensuring alignment with organizational goals.
Lead and present marketing analytics and fundraising performance results to senior client stakeholders, providing actionable insights and strategic recommendations.
Mentor a talented team, fostering a collaborative, high-performance work environment focused on client success.
Collaborate with business development to create and present compelling client proposals, contributing to new business growth and client retention.
Senior Manager, Grassroots Digital Marketing - Stand Together
Created and implement email marketing strategy and tactics to grow, retain, and activate digital audiences for Stand Together and partners Americans for Prosperity, LIBRE Initiative, and Concerned Veterans for America.
Increased email and digital copy production 3X to enable more consistent and better targeted communication.
Lead experimentation / conversion optimization across digital landing pages, improved ad CPAs by >2X.
Increased engaged email housefile size by +197% in 1 year.
Transitioned martech stack from Hubspot onto to Iterable and Unbounce.
Increased calendar year end direct response giving via digital by +5% YoY and then +15% YoY
Director of Digital Direct Response - Hillsdale College
Achieved 5 year digital fundraising revenue goal within 2 years by increasing digital fundraising by +350% overall.
Managed $17MM budget, direct report staff, and multiple agency partnerships.
Directed Hillsdale College's efforts to gain and retain donors at scale through digital channels, including 1) email prospecting 2) search engine advertising 3) social media advertising 4) housefile email, and 5) on-website prompts.
Increased June fiscal year end giving by +131% YoY (2020) and +140% YoY (2021) and December calendar year end giving by +111% YoY (2020) and +38% YoY (2021).
Marketing Analytics Manager - American Woodmark (NASDAQ: AMWD)
Created interactive mapping solution using PowerBI and ESRI ArcGIS to redraw 160 US sales territories calling on Lowe’s and The Home Depot after Woodmark acquired RSI Home Products in December 2017.
Worked with product managers to introduce analysis of internet search and digital marketing data into the new product development process for cabinets and accessories.
Identified manual Excel reports across Sales & Marketing and worked with each team to transition to autorefresh PowerBI visualizations. Sales & Marketing liaison to IT and Business Intelligence departments.
Created SEO keyword database for 18 websites/brands.
Increased visitor-to-lead conversion 7X for two flagship brand websites.
Internal trainer at corporate on Microsoft PowerBI and Excel for Sales, Marketing, and Quality departments.
Inbound Marketing Manager - Aptify (now Momentive)
Conversion Rate Optimization (CRO):
- Improved landing page conversion rate by 60% in 2016 and increased monthly average of new qualified leads by +140%.
- Tripled the conversion rates for both "lead to marketing-qualified lead" and "marketing-qualified lead to sales qualified lead" in first four quarters working at Aptify. This increased weighted sales booking value from $5.8 to $20.4 million in one year.Marketing Operations:
- Created Hubspot automation of all of Aptify's lead scoring and lifecycle management for the marketing pipeline.
- Created marketing pipeline forecast model for executive team to dynamically predict future performance based off past history and adjustable new inputs.
- Assisted department's move to Agile Marketing management using Scrum methodology and JIRA.