Digital marketing & social media manager

Director, Paid Social                                                                                                      March 2022 - April 2023

» Responsible for leading paid social strategy & program direction of $9.5M in annual media spend for 30+ hospitality brands with 120+ properties and a large real-money-gaming casino client across multiple social platforms.

» Spearheaded the growth and global expansion of the paid social department from 2 to 15 high-performing experts, managed recruitment, interviewing, onboarding, and team operations.

» Implemented a data-driven approach to paid social, defining KPIs and benchmarks to inform strategy, refine campaigns, and ensure alignment with client objectives.

» Drove new business growth for paid social by leading proposal development, client onboarding, resource allocation, and campaign execution.

» Established process improvements and automation to enhance departmental efficiency and profitability. This included streamlining QA procedures and budget tracking, resulting in zero YoY over/under spends. 

» Fostered professional development & career growth; facilitating promotions & internal career transitions, retaining key talent.

» Mentored cross-channel & planning leads, fostering strategic alignment, effective people management, and best practices for unified departmental performance.

» Executed seamless integration of clients, talent, and processes through 2 corporate acquisition & mergers, ensuring continuity and optimized performance within the social media department.

Team Lead, Paid Social                                                                                                      February 2021 - March 2022

»  Led paid social strategy, execution, and client communication for hospitality brands across US & International markets, on multiple platforms, maximizing brand awareness, engagement, conversions & ROAS.

» Managed a team of 5 US paid social specialists, including recruitment, onboarding, development, and performance reviews.

» Cultivated a strategic partnership with global subcontracting organization, successfully onboarding & overseeing 5 global specialists to enhance US paid social operations.

» Fostered cross-functional collaboration between client services, paid & organic verticals, and planning teams to optimize advertising performance and ensure a cohesive digital strategy across client accounts.

» Established thought leadership in Paid Social: leading client consultations on holistic digital strategies & testing opportunities, organizing agency-wide training initiatives to optimize performance and explore emerging platforms, developed POVs, case studies and best practices.

» Developed and executed high-performing mobile app campaigns for a real-money-gaming client, managing legal restrictions by region and driving a significant increase in-app actions while achieving a lower cost per acquisition (CPA).

» Spearheaded agency expansion into new platforms like Snapchat & Reddit.

Digital Marketing Consultant                                                                                           November 2019 - January 2021

» Collaborating directly with leadership and marketing teams to develop integrated digital marketing strategies, define guidelines, and create processes.

» Developing and executing social media campaigns to efficiently increase online visibility and actions to meet client objectives and goals.

» Audit current strategies and platforms to identify opportunities for growth and provide actionable optimizations and recommendations to maximize their presence and relevance online.

Services Offered: Strategy & Planning, Audits, Account Management, Account Optimizations, Client Management, Campaign Builds, Testing, Guidelines & Process Creation, Training

Manager, Paid Social                                                                                                               August 2018 - October 2019

» Responsible for leading full-funnel strategy, tactical execution & program direction for Intuit, Great Call, Air New Zealand & Tivity across multiple social platforms; developing and communicating comprehensive performance analysis of our integrated digital strategies and providing knowledgeable strategic optimization recommendations with proven results.

» Manage hiring, on-boarding, professional development and formal reviews of Lead and Associate roles while serving as a mentor to junior team members on a variety of accounts and channels. 

» Served as the North American market Lead in collaboration with our Australia and China teams on a global digital marketing pitch to Tourism New Zealand presenting an integrated multi-channel digital strategy including social, search, programmatic, online video and influencer content creation. 

Lead, Paid Social                                                                                                                                March 2016 - July 2018

» Collaborated with stakeholders, partner agencies & cross-channel teams providing constant improvement of overall performance and a holistic, unified digital strategy for Petco, Informatica, Staples, Northrop Grumman & Smucker’s.

» Developed and managed the social media monitoring of Amway’s online presence and identified opportunities to improve brand perception and the reputation management strategy. 

» Curated social media content & built editorial calendars for the successful management of ADP’s social media efforts.

Lead, SEO                                                                                                                                        October 2014 - March 2016

» Owned the client communication, planning, content marketing strategy, reporting/KPI strategy, cross-agency collaboration, and continuous performance growth of Career Education Corporation, Kellogg’s & Ameriprise Financial. 

» Created and executed local and global SEO strategies to improve visibility of up to 21 different brand websites. 

» Partnered with our client’s developers, project management, marketing, web analytics, and paid search teams in addition to their editorial content agencies to ensure our SEO strategies are aligned across all teams.

Senior Associate, SEO                                                                                                        February 2013 - October 2014  

» Owned and managed the SEO recommendations and tactical execution of all organic search initiatives across General Motors’ GMC & Buick divisions; including the annual site-wide content Model Year Refresh update ranging 250-400 pages on desktop and mobile. 

Associate, Paid Search                                                                                                         August 2011 - February 2013  

» Designed, executed and analyzed paid search and social media campaigns for Diageo brands; Captain Morgan, Guinness & Smirnoff Malt Mixed Beverages and for General Motors’ Buick division.

» Decreased client’s average cost-per-click (CPC) 30% in 6 months resulting in a cost savings of $400,000 due to diligent and regular bid optimizations.

» Managed daily and monthly budget allocations within 0.74% of the annual budget by 2012 year end.

Project Coordinator                                                                                                                          May 2008 - August 2011

» Partnered with business stakeholders to bring clarity to more than twenty different projects per month with Fortune 500 companies in the Communications vertical such as; Comcast, Time Warner, and Charter Cable.

» Communicate marketing projects between the marketing, technology, media, and call center teams throughout the discovery, requirements, and implementation phases of project management. 

» Evaluated the use of social media sharing functionality on multiple client websites through reporting metrics and Google Analytics in order to optimize social marketing strategies.

Bachelor of Business Administration in Marketing                                                

Bachelor of Arts in Advertising and Public Relations