Dallas, Texas, United States
As Director of Media Management at Arm Candy, I lead omnichannel strategy, planning, and client partnerships while ensuring seamless collaboration with the Media Investment team. With over a decade of experience, I specialize in paid media advertising and full-funnel digital strategies that align with client business objectives and deliver measurable performance outcomes. Leveraging expertise in account direction and external agency collaboration, I focus on building trust with clients, translating business goals into integrated media strategies, and driving success through Arm Candy’s proprietary intelligence platform, CYRIS. My commitment to fostering strong partnerships and delivering quality without compromise fuels my approach to achieving impactful results.
Director-level client lead for Arm Candy’s Media Management function—owning omni-channel strategy, planning, and client stewardship while ensuring seamless handoff and execution with Media Investment. Built to deliver quality without compromise and act as an “MVP” partner for agencies and brand-direct clients. What I Do Serve as the senior client partner—building trust, anticipating needs, and translating business goals into integrated media strategies across traditional + digital channels. Lead development and sell-in of multi-channel media plans rooted in performance outcomes (sales, revenue, leads), leveraging Arm Candy’s proprietary intelligence platform, CYRIS, to inform mix, scenarios, and expectations. Deliver executive-level reporting and “why/what next” storytelling—turning performance into clear decisions, optimizations, and roadmap recommendations. Lead and mentor a team of media managers/associates—setting standards, improving processes, coaching client communication, and developing future leaders. Manage financial stewardship across accounts, including billing schedules, invoicing, actualizations, and reconciliations; maintain working understanding of P&L and fee models. Partner with agency and brand-direct teams as an extension of their organization—helping them scale quality media services across channels.
Strategic Planning and Execution: Develop and implement digital marketing operational strategies that align with overall business goals. Increased new clientele and expanded offerings by 15%. Collaborate with senior leadership to set measurable objectives and KPIs. Team Management: Lead, mentor, and manage the digital marketing operations team, including project managers, campaign specialists, and analytics experts. Foster a culture of accountability, innovation, and continuous improvement. Process Optimization: Design and optimize workflows, tools, and systems to improve team efficiency and campaign performance. Monitor and refine processes for campaign planning, execution, and reporting. Campaign Oversight and Performance Management: Ensure all digital marketing campaigns are executed on time, within budget, and to the highest quality standards. Review campaign performance, identify opportunities for improvement, and implement data-driven changes. Budget Management: Oversee the digital marketing operations budget, ensuring optimal allocation of resources. Work with finance teams to track spending and ROI across channels. Technology and Tools: Manage and evaluate marketing technology stack (e.g., CRM, automation tools, analytics platforms). Identify new tools or technologies to enhance team capabilities and campaign effectiveness. Accounts: Molly Maid, Five Star Painting, and LoneStar Candle Supply
Reporting to the COO, established the search and social media department from the ground up, developing and implementing training programs (e.g., Meta, Pricing) to elevate team and company knowledge and skills. Develop and implement comprehensive paid social media strategies that align with clients' business goals. Managed and mentored a team of direct reports, fostering a collaborative environment and conducting regular performance reviews. Oversee the creation, execution, and optimization of social media ad campaigns across platforms such as Facebook, Instagram, LinkedIn, and Snapchat. Designed and documented internal workflows to streamline processes, enhance productivity, and drive strategic initiatives through cross-functional meetings. Drive strategic workshops with sellers to optimize campaigns. Cultivate partner and vendor relationships to enhance offerings. Manage top-tier accounts, enhance relationships, and drive results based on the clients needs. Utilized analytical tools and platforms to track, measure, and report on campaign performance, providing actionable insights and recommendations that improved overall campaign effectiveness. Contribute to new business development through proposal support and identifying growth opportunities. Stayed up-to-date with industry trends, emerging platforms, and competitive landscape to continuously refine and enhance marketing strategies. Evaluate and maximize marketing efforts using research and insights to boost account movement and profitability.
Oversaw a $4+ million book of business, collaborating with internal teams and clients to craft data-driven narratives and provide digital recommendations across programmatic, social, search, and analytics channels. Ensured all services aligned to deliver against key business objectives and goals. Organically grew revenue within the book of business by 20% in 2023 through identifying opportunities that integrated Goodway’s products and services and provided value-add ideas to support clients' business. Established as a trusted advisor to clients, providing financial stewardship, expert advice, business growth insights, and ideas. Maintained a deep understanding of clients' products/services, strategy/vision, needs, and challenges to anticipate marketing/advertising problems and opportunities. Developed a comprehensive understanding of their competitive set. Led monthly internal and external lunch and learn sessions showcasing best practices, product selling strategies, and emerging trends. Collaborated with clients to establish measurable digital KPIs and benchmarks aligned with their overall business objectives. Led the team in delivering recommendations and strategies that exceeded client expectations. Possessed comprehensive knowledge in holistic marketing and advertising, advancing expertise in customer-centric, omni-channel strategies, people-based targeting, and advanced MarTech applications. Owned strategic, senior-level relationships with agency partners and clients at the Director and Manager levels. Ensured all partnerships exceeded performance benchmarks. Created, managed, and participated in cross-functional team RFP pitches and presentations, winning new business and upselling current clients. Successfully pitched new platforms and strategies, including Visit Billings on Pinterest and TikTok, 4U Hair on a new shopping strategy introduced by Meta, and Government Business with a full funnel strategy that led to $800k In spend.
Managed overall client relationships, leading day-to-day operations to drive satisfaction, growth, and product adoption. Achieved a remarkable 36% increase in book of business revenue in 2022. Contributed to and influenced holistic media strategy for all clients, overseeing onboarding and ensuring excellence in the execution of client marketing plans. Enabled comprehensive client success teams to deliver outstanding results. Proactively assessed client dynamics, needs, competition, and challenges. Effectively relayed insights to internal teams, aligning recommendations and performance with client expectations. Spearheaded efforts to pinpoint revenue-driving expansion opportunities and offerings. Successfully upsold TikTok as a new platform for Planet Oat, utilizing the creative exchange (Beta Test) and increased UPS Store's spend by 50% through upselling TikTok and leveraging a premier partnership with Meta for an AR Beta Test. Assisted in the creation and execution of an influencer program for Planet Oat, contributing to brand visibility and engagement. Collaborated with the analytics team to create client reports emphasizing essential insights, advanced analytics, optimizations, and forward-looking recommendations tied to the client's overarching business goals. Actively sought out new platforms, technology advancements, and innovative marketing approaches to bring to clients. Worked closely with internal teams to devise strategic frameworks, sophisticated testing strategies, and comprehensive campaign roadmaps, ensuring optimal results for clients. Ensured a smooth and flawless kick-off process with clients, overseeing the process from initiation all the way through to plan renewals. Actively participated in internal initiatives, including Goodway Cares, Trailblazers, and YouTube Subject Matter Experts. Accounts: National Flood Insurance Program, UPS Store, Planet Oat Milk
Motivated, inspired, and led a high-performing team in developing effective digital media plans to support client goals and objectives. Built and cultivated a team of digital marketers through strategic hiring, comprehensive training, and ongoing mentorship, fostering a culture of excellence. Proactively identified and pursued new opportunities, providing solutions for existing client problems to drive continued growth and success. Worked closely with the internal team to lead and ensure deadlines were met, fostering a collaborative environment for producing top-tier solutions and products. Ensured flawless execution of digital media plans. Presented industry, account, and strategy points of view (POVs) to clients, demonstrating a deep understanding of the market and providing strategic insights. Collaborated with the media team to create holistic media storytelling, effectively promoting our clients' brands through integrated and impactful campaigns. Successfully increased revenue year over year by an impressive 50% in both 2019 and 2020. Accounts: Brandy Whitmire, Finance My Home, Embody Love Movement, Community National Title, and Roberts Real Estate