Career

Built the marketing function from the ground up, establishing key areas including regional marketing, brand marketing, digital marketing, and marketing operations, enabling the business to scale quickly and efficiently.

Developed a demand generation strategy that led to a 100% increase in demand generation within the first two months, significantly driving business growth.

Streamlined and increased production by 125% for the external residential sales team, and improved the inside sales team's production by over 100% in less than one month by enhancing training, refining processes, and removing production blockers.

Reduced marketing spend waste by 50%, optimizing budget allocations and increasing return on investment by focusing on high-impact, revenue-generating activities.

Implemented a strategic marketing budget centered on value creation, contributing directly to revenue growth and supporting the company’s overall sales efforts.

Led global strategy and execution, managing cross-functional teams; led Marketing on $500M pipeline generation goal, Media on $40M budget, and Brand on relaunch efforts, customer stories, and product launches.

Revamped media operations by instituting KPIs and budget accountability, reorganizing talent, and onboarding a new digital agency of record and creative agency of record; democratized media data and enabled vision into performance and impacts, lending credibility to media and marketing efforts.

Drove collaboration between Field Marketing and Sales, fueling pipeline increases (10% P1, 15% P2, 33% P3) with improved quality; aligned marketing, GTM, and sales functions to bridge communication gaps and synergize efforts.

Leveraged advanced Martech stack to optimize marketing strategies and operations.

Built and led team of 20+, instilling a culture of collaboration and value-add for branding, marketing, and content creation across platforms (e.g., web, digital, social, television, in-store).

Generated $3M annual savings, boosted content quality and brand awareness (8 straight quarters), and increased leads to partner retailers 100X by bringing production in-house, eliminating ineffective agency bloat; led change management influenced executive buy-in, and executed proof-of-concept.

Brought order to chaos by conducting an analytical deep dive into CORDURA brand expenses, establishing a clear mission and strategy, and implementing sound budgeting and KPI management; created a blueprint for strategic planning, eliminated inefficiencies, and realized $1.5M cost savings in 4 months.

Revamped content marketing to reach target audiences; managed brand, platform, and native partnerships, ensuring compliance with policies while leveraging data to create compelling content.

Managed paid media plans, enhanced brand awareness/visibility, increased brand scores, and drove market penetration; owned multimillion-dollar budget.

Led team on the development and delivery of innovative social media and paid media campaigns; orchestrated cross-functional workflows and implemented editorial calendars across teams, geographies, and disciplines.

Honed corporate messaging to enhance reputation across digital channels, creating compelling content (e.g., text, long-read, photography, video); collaborated on digital communication plans and grew expertise in new and emerging platforms to reach target audiences.

Sparked business growth by developing new avenues and methods of storytelling and enhancing branded content; analyzed and implemented new paid advertising methods to elevate brand recognition.

Strengthened agency relationships to drive earned media pickup in target areas.

Managed creative content for long-term campaigns and daily real-time marketing, including storytelling mechanisms leveraged across platforms, from websites to displays; designed campaigns to maximize storytelling in television commercials (TVC) and integrated marketing communications (IMC).

Supervised reporting procedures and metric measurement to ensure success of campaigns and projects; partnered with brand managers to achieve brand goals and ensure success of campaigns and media buys.

Ran 2014 FIFA World Cup campaign, creating content for 206 countries ahead of and during the live event and Trophy Tour; managed coverage of 2015 Women’s World Cup, including influencer partnerships (e.g., Alex Morgan).

Spearheaded strategy and execution of company’s first eCommerce-only product (Surge relaunch).

Developed and launched company’s first in-house agency, enabling significant cost savings.

Streamlined communication across corporate structures, coordinating with global and local markets.

Directed and grew Southern Remedy brand, including documentary series, podcasts, radio shows, and social media presence; promoted shows via media appearances.

Owned daily operations from story conception to show production, interviewing, scripting, and editing; aligned content with target audiences for sponsors by analyzing ratings and demographics.

Managed special projects, including packaging, content, and execution of live telethon for disaster relief.

Produced flagship program, @Issue, aired during legislative sessions.

Launched and operated a startup full-service media consulting firm; media-trained clients, created press kits, pitched for media appearances, pioneered social media campaigns, and delivered impact reporting.

Served as lead during historical moments, from 9/11 to Ronald Reagan’s death to New Year’s Eve in Times Square; coordinated global reporting, wrote/edited scripts, and traveled worldwide to cover stories while managing a staff of 40 for NewsNight with Aaron Brown; built and grew online community of 20K members for CNN.com/Live.