United States
Polished marketing and publishing professional with over twenty years experience directing and executing innovative cross-channel, results-driven campaigns. Industry-leading performance marketing strategist, skilled in multi-million-dollar revenue generation. Consumer insights and audience engagement expert, passionate about leveraging data to optimize reach, increase conversion, and connect books with readers in an ever-changing marketplace. Detail oriented, creative team player with a talent for building internal and external relationships and communicating effectively with key stakeholders and across departments. Experienced, trusted manager with a strong history of assembling, organizing and mentoring staff to create highly productive, motivated and accomplished departments. Proven expertise nurturing trade properties into brands, expanding established audiences to reach new consumers, launching debuts as instant bestsellers, and evaluating KPIs to increase ROI and achieve growth.
Member of the Abrams Acquisitions Board and Executive Team; led the Marketing Department for the Adult and Children’s divisions to set sales-driving campaigns for frontlist titles and growth-focused strategy for relevant backlist Managed staff of 15 with expertise including Digital Strategy & Consumer Engagement, Brand Partnerships & Social Media, eCommerce, Data Analytics, Integrated Marketing, Retail Marketing, School & Library Marketing, and Design Set and balanced multi-million-dollar title, event, departmental, and regenerative budgets Relaunched the Marketing Department as a source of revenue generation, introducing performance marketing tactics driving $1MM+ in net revenue Oversaw Amazon marketing strategy (ASAP, AMS, A+ content, KDD, and PDP, keyword and metadata optimization) Managed D2C website sales and email marketing program; introduced segmentation and retargeting Served on Metadata Committee, leading the strategy for complete back and frontlist overhaul including keyword optimization, establishing best practices and company-wide training Drove cross-promotions with key licensors including Disney, Marvel, Paramount, Universal, Netflix, Hasbro, DC, DreamWorks, and Mattel Partnered with Sales to develop retail marketing strategies, identify opportunities for revenue growth, and coordinate account specific promotions across all channels Guided campaigns for multiple New York Times bestselling titles and authors including Diary of a Wimpy Kid, The Lightlark Saga by Alex Aster, Chronicles of the Avatar, Nathan Hale’s Hazardous Tales, Itty-Bitty Kitty-Corn, The Questioneers, Hello!Lucky, Matthew Gray Gubler, Gaby Dalkin, Today Loves Food, Want by Gillian Anderson, Paper Doll by Dylan Mulvaney, The Art of the SNL Portrait, Dune, Easy Money Led campaigns resulting in the #1 (Diary of a Wimpy Kid: Hot Mess by Jeff Kinney) and #2 (The Lightlark Saga: Skyshade by Alex Aster) books in the country (USA TODAY; 11/20/24), a company first for Abrams
Led Trade Publishing Marketing & Design Team, managing staff of twelve Directed campaign integration across all marketing teams, set goals aligned with sales distribution, long/short term strategy, and narrative (600+ books per year, plus key backlist, IP programs, and internally developed apps) Conceived campaigns for multiple New York Times Bestselling titles and authors including Wonder, Illuminae, The Book Thief, The Wonderful Things You Will Be, E. Lockhart, Jennifer Niven, Nicola Yoon, James Dashner, Philip Pullman, Brandon Sanderson, Carl Hiaasen, Chris Grabenstein, Tad Hills, and Amy Krouse Rosenthal Forecasted and managed annual Trade budget Oversaw print, online, and social media advertising strategy, leveraging real-time analytics to maximize impressions, ROI, and POS Established retail marketing strategy across all sales channels, developing custom programs and initiatives including B&N B-Fest, Indie Bookstore Day, and Target Circular/Cartwheel/GWP schedule Created pitch decks/presentations for acquisitions and author, agent, sales, third party, and internal marketing meetings Concepted “From Our House to Yours,” a proprietary storytime program designed to increase picture book sales and brand exposure Conceived "First In Line," an exclusive YA reader rewards experience and retail program Organized eBook promo and seasonal campaigns, leveraging key moments to drive sales and consumer awareness Directed consumer festival and industry trade show presence including BEA, ABA Regionals, BookCon, YALLFest/West and Comic-Con Collaborated with adult marketing on joint projects including Khizr Khan, Scott Kelly, Sophie Kinsella, and Danielle Steel Partnered with movie studios on theatrical and DVD/Blu-ray/Digital release campaigns for movie-tie-ins including Wonder, Everything Everything, The Maze Runner, and The Book Thief Coordinated global campaigns with PRH sister offices Crafted social media strategy for the Trade list through May 2016
Led Children’s Marketing and Publicity Department, managing staff of four; Principal member of Children’s Publishing Group Acquisitions Board. Set marketing and publicity strategy for Children’s Publishing Group, including increased focus on hardcover middle-grade and young adult novels; Conceived and executed campaigns for industry leading New York Times bestselling picture books Goodnight, Goodnight, Construction Site, Steam Train, Dream Train and Press Here; Re-engineered marketing and publicity effort behind the Ivy + Bean chapter book series to successfully hit The New York Times Children’s Series bestseller list for the first time in publication history; Contributed to marketing strategy for young adult cross-over titles on the Adult Trade list. Established author appearance and tour strategy, including pitches for BEA, Comic-Con, LA Times Festival of Books, ABA Winter Institute/Regional Trade Shows, National Book Festival, and all institutional shows. Introduced institutional sales and marketing strategy, managed coop spend, attended EBMA and sales calls, worked with Institutional Marketing & Sales Coordinator and Sales Manager to meet sales goals; Implemented ALA, National, and State Award strategy and mentored Marketing Assistant on submissions. Coordinated business with export partners in Canada, the UK, New Zealand, and Australia; Attended Bologna Children’s Book Fair to sell rights and research potential distribution partners; formulated plans pre-show to promote children’s list at foreign fairs. Worked closely with Online Marketing Manager on strategy for digital campaigns for children’s and YA ebooks; Supervised online, enewsletter, and social media marketing and publicity for the children’s list; Managed Amazon.com coop budget and suggested EMS promotions for key children’s titles. Crafted marketing and publicity strategy to launch MyChronicleBooks personalized books and gifts line.
Managed staff of three and interns on projects related to educational marketing Developed and executed strategic marketing plans for 600+ books per year, including New York Times Bestsellers If I Stay, Thirteen Reasons Why, the Skippyjon Jones series, the Llama Llama series, and titles by John Green, Sarah Dessen, Jandy Nelson, John Grisham, Roald Dahl, Eric Carle, Ezra Jack Keats, and Oliver Jeffers Oversaw annual educational marketing promotion and convention budgets Managed direct marketing to schools nationwide and spearheaded efforts to encourage classroom adoption; Supported sales and coordinated promotional opportunities with accounts, including chain and independent Educator Nights Developed customized marketing initiatives and cross promotions for key online partners including the National Education Association, International Reading Association, Scholastic Book Clubs, and FEN/TeacherVision Directed all aspects of conference planning for four annual trade shows of 8,000–30,000 attendees per event: pitched authors for speaking engagements and negotiated terms, secured booth space and sponsorship opportunities, identified book and author specific promotions, and organized entertainment Coordinated with adult division to cross-promote appropriate young readers and adult titles, including the international bestseller Three Cups of Tea Collaborated with sales and editorial on the relaunch of the Puffin Readers beginning reader program Worked closely with authors and illustrators, including high profile and celebrity clients such as Henry Winkler and Al Gore Directed content and design of Fall 2010 relaunch of Penguin.com/TeachersandLibrarians; Launched and developed Penguin.com/Books4Boys, a targeted consumer website for books, activities, multimedia, and author content; Creative contributor and host of two online promotional video channels on Penguin.com/PublishersOffice