New York City Metropolitan Area
Insights driven media expert with 10+ years experience in performance, brand and growth marketing for global brands across health & wellbeing, consumer package goods (cpg), beauty, spirits and financial services with proven business results. Ability to leverage both client and agency side experience to develop comprehensive multi-million dollar omni-channel marketing campaigns. Passionate about developing innovative & data driven go to market opportunities that drive growth. Learns quickly and thrives in collaborative, fast-paced environments. Competencies include: Paid Media Strategy | Ecommerce | Digital Acquisition | Media Planning | Omni-Channel Strategies | Marketing Segmentation and Analysis | Social Media Marketing | A/B testing | Media Partnerships | Budget Planning and Management | Relationship Building | Communications
Full Funnel Media Lead for the Wellbeing Collective - inclusive of brands such as Liquid I.V, Nutrafol, Olly, SmartyPants, Onnit and Welly. - Own Full-Funnel Marketing Learning Plan and Strategy across all channels, tying brand, acquisition and retention efforts together - Oversee BMI of $500M+ inclusive of brand, performance and omni media channels - Lead end to end planning and execution of cross-operating companies activations, managing Agency of Record (AOR) relationship and driving operational and costs efficiencies for key platforms / partners
Developed and implemented innovative digital marketing strategies (paid media and CRM) to drive usage and growth across Klarna's products and services across North America & EMEA. Key accomplishments: • Defined business strategy and priorities to accelerate growth, introduced new acquisition opportunities and fostered key internal and external relationships with media partners and agencies with a $12M+ annual budget. • Led annual Holiday campaign responsible for developing over 2k creative assets across 8 markets and partnering with notable brands resulting in over 65k new customers and $14M in purchase volume. • Developed new creative guidelines and asset best practices for co-branded communications published from owned channels to ensure consistency across all touch points.
First US partner marketing media lead for the $6.7B valued "buy now, pay later" fintech company responsible for end-to-end strategy & execution of all performance marketing channels. Key accomplishments: • Improved strategy of paid media campaigns throughout the year by halting inefficient tactics, developing a new strategy, and implementing first party data, resulting in ROI improving from -2.4 in Q1 to 2.8 for Q2-Q4 2021. • Led development of media campaigns and creative assets across paid social channels, including driving traffic, acquisition and conversion across 40+ merchant partners resulting in $324M total volume in 2021, +50% YoY. • Launched first ever partner marketing TikTok program utilizing influencers across paid and organic media.
Led paid media across awareness, acquisition and direct response media inclusive of all digital, search, social, and affiliate channels for skincare, fragrance and beauty categories in the Luxury Division. Responsible for providing performance evaluation of media investments in order to help brand's prioritize spend. Key accomplishments: • Oversaw $190M media budget and channel mix across multiple brands across brand.com & e-Retail to drive brand’s bottom line and achieve 70% profit margin, including an above-benchmark return on ad spend. • Conducted ongoing analyses of performance media channels to prioritize and inform investment decisions in order to maximize return on ad spend across direct-to-consumer brands, resulting in $370M net sales, 94% YoY growth. • Identified and evaluated beta opportunities across paid social channels, new technologies, media and agency partners, and testing strategies to optimize media mix and fuel revenue growth by 30% YoY.
Oversaw daily operations, activation, and optimization of media buys across multiple channels including digital, audio, out-of-home, social, broadcast, influencer integrations, programmatic buying and experiential activations across Pernod Ricard’s portfolio including Jameson, The Glenlivet, Martell & Chivas Regal.
Led development and execution of the largest branding campaigns ($40MM+) for American Express. Negotiated partner rates, developed targeting tactics and created comprehensive full year digital media strategy for key client initiatives. Was instrumental in developing and launching American Expresses’ first ever large-scale podcast program.
Supported planner & supervisor with executing cross-channel buys and monitoring partner performance across multiple American Express digital advertising initiatives. Responsible for managing all aspects of media vendor relationships including communication, performance updates, budget management, new partner analysis and decision-making on partner additions to media plan.