Paid Social Strategy & Operations Leader

Sr. Marketing Manager, Paid Social Acquisition                                                                             November 2024 - February 2026

» Pioneered the in-house paid social function, for a high-growth SaaS-based HR technology firm managing a $2M annual media budget and end-to-end strategy for four distinct departments across Meta and LinkedIn.

» Orchestrated the migration from an underperforming external agency to a high-efficiency internal model, developing data-led strategies that yielded a 75% reduction in CPL and a 486% increase in MQL volume YoY.

» Secured executive buy-in for $781k incremental spend for a 61% budget increase for 2025 by establishing paid social as a primary growth driver and aligning channel performance with enterprise-level business objectives.

» Designed a creative testing framework to identify high-converting ad variants, further scaling volume while maintaining strict efficiency benchmarks.

» Successfully advocated for and onboarded a specialized contractor to support scaling initiatives, managing their daily workload and deliverables to ensure continuous alignment with departmental performance goals.

Director, Paid Social                                                                                                      March 2022 - April 2023

» Directed paid social strategy for a $9.5M annual portfolio, overseeing 30+ hospitality brands (120+ properties) and a high-complexity real-money gaming (RMG) casino account.

» Spearheaded the department's global expansion, scaling the team from 2 to 15 specialists while managing the full talent lifecycle from recruitment to career pathing.

» Led end-to-end business development, including proposal architecture and client onboarding, consistently expanding the agency's paid social footprint.

» Navigated two corporate mergers and acquisitions, successfully integrating diverse talent, processes, and client portfolios without performance degradation.

» Institutionalized bi-weekly cross-functional forums to bridge silos between Search and Planning; standardizing departmental best practices and operational processes to ensure cohesive multi-channel execution for enterprise-level clients.

Team Lead, Paid Social                                                                                                      February 2021 - March 2022

» Built and directed a hybrid 10-person team (5 US-based, 5 global subcontractors); earned a rapid promotion to Director for operational excellence in talent acquisition, team leadership, and international departmental growth.

» Scaled user acquisition for a high-compliance Real-Money Gaming (RMG) client, developing and executing mobile app campaigns that navigated complex regional legalities while significantly lowering CPA and boosting in-app engagement.

» Diversified the agency’s platform portfolio by spearheading the expansion into Snapchat and Reddit, developing the initial best practices, case studies, and POVs that became the agency standard.

» Acted as a centralized subject matter expert, leading client consultations and cross-functional alignment with paid and organic teams while hosting agency-wide training on emerging social trends and holistic digital strategy. 

Digital Marketing Consultant                                                                                           November 2019 - January 2021

» Acted as a strategic advisor to leadership teams across 5 diverse organizations (Namati, Hello Cake, Momentary Ink, Artemis Institute for Clinical Research, Impact Wayv), creating integrated digital strategies and operational guidelines that aligned marketing output with core business objectives.

» Performed comprehensive audits of existing media ecosystems to identify growth opportunities, providing actionable recommendations that maximized online relevance and ROI.

» Developed and managed high-efficiency social campaigns with monthly spends up to $100k, specifically engineered to scale visibility and drive measurable conversion actions.

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

» Led full-funnel strategy and tactical execution for global brands including Intuit, Air New Zealand, and Tivity, communicating complex performance analytics to senior stakeholders.

» Served as the North American Lead for a global multi-channel pitch (Tourism New Zealand), designing an integrated strategy across social, search, programmatic, and influencer channels.

» Managed the full talent lifecycle—including hiring, onboarding, and professional reviews—for Lead and Associate roles, fostering a culture of continuous development.

Lead, Paid Social                                                                                                                                March 2016 - July 2018

» Orchestrated unified digital strategies for clients Petco, Staples, Northrop Grumman, Informatica & Smucker’s by collaborating with cross-channel teams and partner agencies to ensure brand consistency.

» Spearheaded social media monitoring and brand perception initiatives for Amway, identifying critical opportunities to improve global reputation and consumer engagement.

Lead, SEO                                                                                                                                        October 2014 - March 2016

» Owned high-level client communication and SEO strategy for Kellogg’s and Ameriprise Financial, proving a deep understanding of the total digital ecosystem beyond just paid social.

» Directed local and global SEO roadmaps for up to 21 distinct brand websites, driving performance growth through technical content strategy and cross-agency collaboration.

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.

Project Coordinator                                                                                                                          May 2008 - August 2011

» Partnered with business leaders to bring clarity to 20+ monthly projects for Comcast, Time Warner, Cox and Charter Cable throughout the discovery and implementation phases.

» Analyzed market positioning and advertising messaging for top-tier clients, translating structured findings into collaborative audience target strategies.

» Managed the allocation of internal resources to ensure on-time delivery of complex marketing projects while minimizing operational downtime.

Bachelor of Business Administration in Marketing                                                

Bachelor of Arts in Advertising and Public Relations