Resume

I’m a creative, data-driven marketing leader with 12 years of experience driving integrated marketing programs. I have expertise in e-commerce, performance marketing, paid traffic, analytics and reporting, marketing automation, creative direction, copywriting, and SEO. My innovative, growth mindset is my superpower and I thrive in collaborative roles where strategy and creativity meet to drive measurable results. Fueling my leadership style is a genuine passion for mentoring a team and channeling collective strengths to surpass business goals. When I’m not making sales skyrocket, I’m on my yoga mat or cooking up a healthy recipe.

Director of Digital Marketing, Makesy

Makesy offers elevated supplies for making home fragrance and beauty products through e-commerce (Shopify Plus) and retail.

July 2022 - February 2024

• Led growth in revenue and market share by executing a multi-channel marketing strategy including email, SMS, social, digital advertising, affiliate, third-party marketplaces, brand partnerships, and SEO.

• Drove increases in new customer acquisition and retention through innovative paid media strategies and by developing programs for loyalty, customer reviews, resale, and subscription.

• Tracked KPIs across all marketing channels, website, and apps, running A/B tests and optimizing to improve performance and increase revenue.

• Built a high-performing team by mentoring talent and strategically aligning individual strengths to achieve and surpass business goals.

  Key achievements: 

• Achieved a 23% increase in revenue YOY from email and SMS by implementing targeted, well-timed, content-rich flows. 

• Revamped the affiliate program through recruitment, engagement, and incentives, increasing affiliate revenue by 22% YOY.

• Increased traffic from organic search by 14% YOY by adding targeted keywords sitewide, blog content, and backlinks. 

• Drove a 50% increase in customer rewards program engagement resulting in an 80% repeat customer rate. 

• Implemented shoppable UGC onsite leading to 8,000 new posts using #makesymade in 6 months and $500k in attributed revenue. 

• Generated a 400% increase in subscriptions by restructuring member benefits and optimizing flows and upsell placements.

• Boosted AOV by optimizing cross-sell opportunities throughout the purchase journey and implementing post-purchase offers.

Director of Marketing, The Crafter’s Box
Crafter is an e-commerce brand offering artisan-quality craft workshops.

August 2021 – July 2022

• Utilized a combination of entrepreneurial drive with business management skills and relationships to drive gains in revenue, market share, and profit performance.

• Developed and executed a multi-channel marketing strategy that includes email, SMS, affiliate, influencer, paid ads, partnerships, content, and SEO.  

• Provided data analysis and reporting that illustrated areas of growth, opportunities for improvement, and strategies for getting back on track.  

• Key achievements: 

  • Increased email subscribers by 30% and SMS subscribers by 96% by optimizing modals to capture site visitors, developing brand partnerships and giveaways, and running low-cost lead-gen campaigns.  

  • Reduced customer acquisition cost by 6% by creating evergreen ad creative and copy that reflected the company’s mission rather than individual products. 

  • Increased site traffic by 22% YOY by growing our affiliate and influencer programs, improving email CTR, optimizing paid traffic, and driving more engagement on social.

  • Contributed to an increase in gross revenue of 8% and AOV of 19% through effective promotions, customized messaging, and thoughtful storytelling.

Marketing Project Manager, Amy Porterfield, Inc.

Amy Porterfield, Inc. is a digital marketing company offering educational products for entrepreneurs to grow and scale their small businesses.

May 2020 – August 2021

• Increased e-commerce revenue by redeveloping the marketing strategy, rebuilding the funnel, and optimizing web pages, emails, and paid traffic campaigns to boost conversion rates. 

• Lowered the customer acquisition cost and increased profit margin.

• Set up dashboards for reporting to have up-to-the-minute data on revenue, customer behavior and feedback, conversion rates, and more. 

• Executed the marketing strategy for a semi-annual virtual event that promoted the company’s membership program.

• Developed and executed the webinar lead generation strategy for all live launches including paid traffic, social media, content marketing, live video, and email. 

• Managed a team that included the paid advertising and social media managers.

Senior Director of Marketing & Audience Development, San Diego Magazine

San Diego Magazine is a media company that publishes 10 print titles, produces signature events, podcasts, and e-newsletters. 

July 2012 – March 2020

• Increased the brand’s audience and engagement across print, online, email, social, and events, through effective planning and execution of multi-channel marketing strategies. 

• Drove a 28% increase in email database size with successful targeting on paid social, onsite pop-up forms, and contesting.

• Transformed events into a revenue center by creating new programs (Brunch Bash, Sweat, & World Eats), and focusing on larger sponsorship activations. Increased ticket revenue by 13% over two years.

• Launched a first-of-its-kind membership program with a 250% increase in members after the first year, that offered deeper engagement at a premium price, resulting in a substantial new revenue stream.

• Created multi-platform awards programs: Readers’ Choice Travel Awards & Retail Awards, that engaged the travel and retail industries, consumers, and advertisers, resulting in over a million impressions per program.

• Increased the profitability of the audience development department by renegotiating vendor contracts and increasing hotel and bulk subscriptions.

• Reduced the events marketing budget by 35% by utilizing strategic trade partnerships with local organizations and influencers.

• Proven success buying media based on a thorough knowledge of the local landscape, influencers, and online advertising platforms.

Project & Marketing Manager (Exquisite Weddings), San Diego Magazine
November 2008 - June 2012

• Grew advertising revenue 30% by developing special advertising sections, hosting industry events, and creating added-value benefits.

• Led a redesign of the brand, publication, and website which grew ad revenue, newsstand sales, and web traffic (300% YOY).

• Adobe Creative Suite 

• Ads Manager (Google, Meta, Pinterest, Bing)

• Attentive (SMS)

• Figma

• Google Analytics & Search
      Console (GAIQ Certified)

• Google Merchant Center

• GRIN (Influencer Marketing)

• Intelligems (A/B Testing)

Human Resources Management Certificate
San Diego State University

Business Writing Certificate
San Diego State University

Folio 100 Honoree
Top Publishing Professionals, 2019

Co-Vice President
One Club San Diego