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EXPERIENCE SUMMARY

2022 - Present

Director, E-Commerce & Marketing

JimmyJane

Los Angeles, CA

•    Responsible for running the JimmyJane.com e-commerce store with projected revenue of $1.8MM in 2023.
•    In two months, I developed and implemented a new DTC strategy that increased average monthly revenue by 3x two months after taking it over.
•    Re-designed the JimmyJane branded store, resulting in a significant improvement in conversion rates and achieving an average ROAS of 6.2 since the relaunch.
•    Developed and launched a new customer acquisition plan that included Google ads, influencers, content partners, email, and retail partners.
•    Increased repeat purchase rate by 27% through the development of effect CRM strategies, cross-product promotions, and improved customer segmentation.
•    Partner with the corporate branding & merchandising teams to manage the digital calendar encompassing all site placements, paid advertising, and e-mails/SMS.
•    Built three websites in three months to support parent company Diamond Products $50MM annual wholesale business.
•    Leverage best practices in UX optimization, CRM, to maximize conversion rates, LTV and AOV.
•    Create, forecast, and maintain critical digital metric reports and dashboards for traffic and acquisition, conversion, and spending forecasts.
•    Business strategy planning, forecasting, budgeting, projections, and executing to meet and exceed business goals and revenue.
•    Manage Amazon and online re-seller partners including CVS and Walmart.com.

2021 - 2022

Director of E-commerce & Growth Marketing

(Contract)

Nuheara

Perth, AU | USA

•    Managed a global e-commerce store with ARR of $20M and digital marketing across seven countries.
•    Introduced new digital marketing channels including programmatic ads on audio, podcasts as well as Broadcast Video-on-Demand which resulted in a 50% lift in organic search queries for Nuheara’s core product.
•    Managed and optimized Amazon to reduce returns by 19% by improving copy, imagery, and customer onboarding.
•    Improved ROAS by 2.5x in my first nine weeks by optimizing Meta ads, Affiliates, Google, and Bing.
•    Led A/B testing and usability study design and execution for major projects.
•    Oversaw website copy and collaborating with merchandizing and design teams to keep the website updated.
•    Restructured the E-commerce abandonment email campaigns that resulted in a 4x lift in conversion rate from abandoned users.

2021 - 2022

Growth Marketing Director (Contract)

Gatherly.io

New York, NY

•    Setup and launched Gatherly’s demand generation strategy to acquire and nurture higher qualified sales leads.
•    Launched Gatherly’s partnership program with three large event planning companies resulting in over $100K in projected revenue.
•    Developed a B2B email lead prospecting initiative that lowered the Cost Per Booked Meeting by 35%.
•    Designed and implemented an innovative PLG effort leveraging virtual events to convert idle leads into closed deals which resulted in a ROAS of 3.8x.
•    Managed all Google, LinkedIn, Meta and YouTube Paid ads.

2020 - 2021

Head of Growth - DTC

Propeller Health

San Francisco, CA

  • Architected mobile growth campaigns for a new connected medical device line that yielded a 28% lift in conversions and 50% increase in qualified leads.

  • Advised new venture groups within the parent company (ResMed) on price elasticity testing, go-to-marketing plans, and retention strategies.

  • Rebuilt the marketing stack to enable the marketing team to implement A/B testing on web and mobile properties, app optimization and integrated email and push campaigns.

2017 - 2019

Marketing & E-commerce Director

iHEAR Medical

Oakland, CA

  • Developed and launched user acquisition campaigns including paid search, social media, mobile, programmatic, email, PR, print, video, and SEO yielding a blended ROAS of 5x in the first six months of launch.

  • Launched iHEAR's headless E-commerce store on Magento and WordPress growing monthly direct online revenue from $0 to over $400K in 9 months.

  • Managed iHEAR's Amazon store growing it to $100K in monthly revenue in three months after launching.

  • Partnered with CVS, Walgreens, Cardinal Health, and Good Neighbor Pharmacies to launch the commercialization of in-store hearing solutions. Expanded the distribution to over 3K stores.

2011 - 2016

Co-Founder

Virgo.travel | Guestmob.com

San Mateo, CA

  • Developed and launched the first hotel booking mobile app with car sharing scheduling features.

  • Architected our own data management platform and integrated it with a marketing stack to drive 15% lift in mobile conversion lift and 2.75x increase in LTV.

  • Increased active users by 45% month to month by integrating the Virgo platform into the reservation systems of over 20 boutique hotels.

  • Presented quarterly reports to investors and our board of directors.

2008 - 2011

Senior Manager, Decision Sciences

Universal McCann

San Francisco, CA

​​•    A founding team member of the Decision Sciences division which led campaign analytics and business intelligence for client engagements.
•    Selected to work on a confidential data science project merging all of Microsoft's advertising campaigns & website data to estimate the potential value of adding E-commerce to Microsoft.com.
•    Presented monthly campaign and business analytics reports and recommendations.

2006 - 2008

Senior Media Planner

McCann Erickson

San Francisco, CA

​​•    Lead media planner for several B2B and DTC focused Microsoft campaigns including Visual Studio, SQL Server, MS Office, and Xbox.
•    Managed lead generation campaigns using paid search, email, affiliate, display, programmatic advertising.
•    Supported media buying and planning for Microsoft Office and Xbox campaigns, budgets exceeding $98M annually.
•    Launched one of the first mobile brand campaigns targeting Business Decision Makers illustrating the power and value of Visual Studio.

Education

2002 - 2003

THE ELLER SCHOOL OF BUSINESS

Master of Science, Finance

Tucson, AZ

1994 - 1998

THE OHIO STATE UNIVERSITY

BS, Economics

Columbus, Ohio

Professional skillset

Growth Marketing

Paid Social & Paid Search

Data analytics

Mobile user acquisition

Programmatic Advertising

Experimentation

Product Development

Excel | SQL

Email Marketing | CRM

P&L Management

Product Led Growth

E-commerce

Shopify

Board Level Reporting

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