Work experience

• Vice President, Marketing & E-commerce

  Lume Cube

  2023.10-Current

  (2 years)

  (1 year 11 months) Leading brand development and D2C growth strategy for photo/video lighting brand in the content creator space. • Performance Marketing: Impacting MER by restructuring paid media and spend allocation using MMM and MTA. • Paid Media Acquisition: Increasing ROAS across Google Ads, Meta Ads (Facebook & Instagram) Amazon Ads, and TikTok Ads by optimizing campaign strategy and creative testing. • Brand Strategy: Developed and launched a new brand identity for audience alignment and maximizing brand positioning. • Product Launch & GTM Strategy: Partnering with product teams to execute high-impact GTM strategies and product positioning. • E-commerce Operations: Shopify+, Amazon, Facebook / Instagram Shops, TikTok Shops, SEO, and merchandising management to improve conversion rates and AOV. • Team Leadership & Ops: Directing integrated execution across content, eCommerce, PR, influencers, social media, email, and content marketing priorities. • Analytics & Reporting: Establishing marketing KPIs and reporting dashboards to inform data-driven decisions, maximize ROI and vendor management. • Content Development: creative direction for all video and photoshoots for GTM assets and creatives.
• Senior Director Of Marketing & Ecommerce

  MagnaFlow

  2019.08-2023.08

  (4 years)

  (4 years 1 month) Responsible for eCommerce sales and brand + digital marketing initiatives for a global automotive performance parts manufacturer. Developing sales forecasts, optimizing web technology/marketing tech stack and paid media strategy. Defining overall eCommerce road maps, GTM planning and hands- on digital implementation. Increasing monthly eCommerce sales consistently year-over-year and evolving offline to online brand experiences. • Improving website path-to-purchase to influence digital KPI’s (site traffic,conversion rate, average order value and user web flows) • Defining and implementing GTM plans to execute new product launches and increase product awareness (key selling points, merchandising, storytellingand consumer experience) • Strategy and buget allocation of paid advertising channels (Google Ads, Microsoft Ads, Facebook Ads, Instagram Ads, Display / Remarketing Ads, and Direct Media Buys) • Leading digital roadmap for new web technology, vendor management, UX/ UI enhancements, web campaigns, web content calendars and new product releases • Communicating and delivering weekly eCommerce + Marketing sales report to senior executive leadership • Training and developing digital marketing best practices for company processes and stakeholder education • Navigating omni-channel sales distribution, consistent brand messaging and cross-departmental collaboration (IT, Finance, Marketing, Sales,Manufacturing & Customer Service)
• Director of Digital Marketing

  Skinit Acquisition, LLC

  2016.01-2019.08

  (4 years)

  (3 years 8 months) Planned, executed and managed Skinit.com's annual eCommerce strategy and digital marketing campaigns across all owned channels and marketplaces. Elevated the digital experience to increase product/brand awareness, go-to- market strategies, product merchandising & overall web revenue. - Led, managed, trained and organized in-house eCommerce, marketing, product and web UX teams - Marketing/eCommerce budget management, advertising spend allocation to maximize ROAS, third-party web vendor negotiation & management - Forecasted annual web projection plans and quarterly objectives in order to hit eCommerce KPI goals and ROI - Developed web merchandising strategies and UX analysis to improve customer path-to-purchase and maximized conversion rate optimization - Defined web development roadmap leveraging web analysis to improve organic traffic (SEO) and user engagement - Planned and managed all paid media campaigns (PPC, PLAs, Display,Social Media Advertising, Amazon Ads, and Online Video Advertising) to maximize ROAS - Led Amazon Seller Central & eBay marketplace strategy to increase product exposure, data feed management, and delivered a consistent brand experience - Leveraged CRM/Database marketing tactics to improve customer loyalty, retention and LTV via email marketing and paid media funnel strategies - Directed web product development and online go-to-market strategies for new product launches - Licensee brand management across a portfolio of officially licensed brands: NFL, NBA, MLB, NHL, Disney, Marvel, DC Comics and more
• Senior Digital Marketing Manager

  Cuker

  2013.02-2016.01

  (3 years)

  Senior digital strategist and marketing manager for full-service digital agency. Responsible for eCommerce clients' web initiatives across paid search, SEO, digital advertising, web content strategy, online brand identity and mobile UX design optimization. Delivered consistent +4x ROAS. Client brand experience: Giro, Rip Curl, OluKai, Silver Oak Cellars, Manduka, Yuneec, 2XU and more • Paid Search / PPC- developed paid search strategies across Google, Bing and Yahoo to reach in-market audiences • Display Advertising - directed display ad creatives and audience targeting that increased brand and new product awareness • Remarketing - improved customer retention and bottom funnel conversions across each buying stageof previous site visitors • Shopping Ads / Product Listing Ads - Optimized product data feeds and PDP landing pages to reduce bounce rates and convert prospective customers • YouTube / Online Video Advertising - Implemented video advertising best practices into clients pre-roll video ads to maximize the effectiveness of video engagement and reach • Media Buying - Facilitated programatic RTB to reach new audiences and increase new user acquisition • Web Analytics & Reporting - Analyzed web behavior data to provide actionable insights that drove marketing decisions and key insights for clients to improve site traffic and sales • Search Engine Optimization (SEO) - developed eCommerce SEO roadmap strategies and implementations for technical on-site improvements and off-site initiatives • Local SEO - Improved offline retail visits through the power of local & mobile search optimization via business listing and citation management • Web Content Strategy / UX - Collaborated with brands to help deliver online storytelling to engage with audiences and help improve relevancy across search engines • Digital Marketing Strategy - Defined resource allocation, budget management and KPI's to help deliver optimal ROI/ROAS for client business objectives
• Digital Marketing Manager

  AtoZ Companies Inc.

  2012.01-2012.12

  (a year)

  1 year 4 months Planned, implemented and managed digital marketing initiatives for e- commerce startup company focused on home furnishing and decor across 30 D2C websites. Identified new eCommerce opportunities and negotiated new wholesale vendor relationships. - Managed digital marketing campaigns for 30+ niche home furnishing eCommerce websites - Set marketing strategies & budgets across all channels of SEO, PPC, Social Media, and Affiliates - On-Site Optimization to influence organic rankings, conversion rates, bounce rates, and UX - Maintained Adwords, Adcenter & Data Feeds to improve Quality Score, Ad Copy, & CTRs - Communicated with vendor relations, content manager, & web development to ensure consistency - Increased social followers by over 300% in less than 4 months - Analyzed website traffic in order to capitalize on any opportunities and identify issues
• SEM Associate

  Waypath Ventures

  2012.01-2012.11

  (a year)

  - Developed & Maintained PPC Campaigns for Exede and Hughesnet satellite internet services - Created unique content for SEO & PPC landing pages - Assisted in various link building strategies to influence page rank and organic results - Performed continuous query reports to adjust match types, negatives, and additional KWs
• SEO & Pricing Analyst

  AtoZ Companies Inc.

  2011.09-2011.12

  (4 months)

  - Performed keyword analysis and research for over 100+ niche e-commerce sites - Analyzed product profit margins for over 20,000 SKUs - Competitive link analysis and strategy breakdown - SEO copywriting for unique and relevant content - Link building initiatives to reach organic search goals

Educational experience

• Business

  Business Administration, Marketing

  2007.01-2011.01

  (4 years)

Certificates