Experience

Balcones Resources

• United States
• Renewable Energy Semiconductor Manufacturing
• 1 - 100 Employee

• Director of Marketing

  • Dec 2021 - Present

  Austin, Texas, United States



Pipeline Success Inc.

• United States
• Technology, Information and Internet
• 1 - 100 Employee

• Marketing Director

  • Oct 2020 - Dec 2021

  Austin, Texas, United States • Oversee acquisition marketing initiatives to support our clients recruiting needs • Manage the execution of B2B and B2C marketing campaigns • Manage A/B testing across our websites and user experiences to optimize toward higher conversion rates • Collaborate with publishing partners to identify opportunities to develop new media buying campaigns • Assist with account management of enterprise clients

• Product Manager

  • 2015 - Oct 2020

  Austin, Texas Area • Own the success of the Caregiver Lead product offering • Manage the product team through the requirement analysis, design, implementation and testing processes of the caregiver’s offer development cycle • Review product performance by measuring customer satisfaction through phone interviews and online surveys; conduct thorough data analysis using Excel databases and BI tools on provided services and account activity • Manage the online media marketing campaigns for CareInHomes… Show more • Own the success of the Caregiver Lead product offering • Manage the product team through the requirement analysis, design, implementation and testing processes of the caregiver’s offer development cycle • Review product performance by measuring customer satisfaction through phone interviews and online surveys; conduct thorough data analysis using Excel databases and BI tools on provided services and account activity • Manage the online media marketing campaigns for CareInHomes, Pipeline’s primary in-home care brand • Oversee increased revenue initiatives, all online campaigns, product development, and performance - Increased revenue by 30% YoY and increased profit margin by 50% YoY for the department since 2015. • Plan, execute, monitor, and measure campaign initiatives directed specifically toward caregiver recruitment; generated a database of over 2 million caregivers and increased client base by 278% • Conduct A/B testing and optimize paths and landing pages to increase conversion and optimize product offering based on industry search • Maintain cross-functional relationships between the CareInHomes development, marketing, and sales teams • Research opportunities for new business and present findings to the executive team, such as developing an educational platform for families seeking care online, or converting the cost-per-lead model to an RPO subscription model • Revamp the pitch, planning, and implementation of pilots with key players in the industry that turned into multi-year, million-dollar budget contracts

• Digital Media Specialist & Buyer

  • 2015 - 2015

  Austin, Texas Area • Observed and analyzed data from potential clients or caregiver applicants navigating, but not converting, through the CareInHomes website; analyzed contributing factors and optimized campaigns based on these findings • Researched and monitored activity of existing client base and industry developments among competitors • Negotiated price and placement of advertisements across different mediums through media buying process • Tracked performance of all advertisements and used the data… Show more • Observed and analyzed data from potential clients or caregiver applicants navigating, but not converting, through the CareInHomes website; analyzed contributing factors and optimized campaigns based on these findings • Researched and monitored activity of existing client base and industry developments among competitors • Negotiated price and placement of advertisements across different mediums through media buying process • Tracked performance of all advertisements and used the data to implement future strategies • Generated a marketing content schedule to tackle the industry’s largest challenges, such as caregiver shortage, and launched an email blast to over 1,000 prospects/clients per day in 2016 to increase sign-ups and client retainment • Researched and organized the prospect list for the sales team and created the sales pitch for the caregiver vertical



Google Fiber

• United States
• Technology, Information and Internet
• 200 - 300 Employee

• MBA Consultant

  • 2014 - 2015

  Austin, Texas Area • Conducted a 7-week project involving exploratory research of digital inclusion organizations around Austin, Texas; project was sponsored by Google Fiber Austin and also presented to the City of Austin’s Digital Inclusion team • Created a project proposal, Cyber Summer Sessions, presenting a two-week computer refurbishing program designed to teach students in underserved high schools how to build their own computers from recycled parts • Included a landscape report, competitive analysis,… Show more • Conducted a 7-week project involving exploratory research of digital inclusion organizations around Austin, Texas; project was sponsored by Google Fiber Austin and also presented to the City of Austin’s Digital Inclusion team • Created a project proposal, Cyber Summer Sessions, presenting a two-week computer refurbishing program designed to teach students in underserved high schools how to build their own computers from recycled parts • Included a landscape report, competitive analysis, SWOT analysis, case studies, 3-year projections and digital growth tracking methods in the project proposal; projected the initiative to impact 3,600 underserved individuals Show less



Jacaruso Enterprises Inc.

• United States
• Hospitality
• 1 - 100 Employee

• Social Media Manager

  • 2014 - 2015

  Austin, Texas Area • Managed social media accounts and scheduled content shares for five clients in the hospitality industry • Created engagement campaigns to increase brand awareness and reach on Facebook, Twitter, and Instagram • Ran analytics on all social media accounts to assess results and optimize upcoming posts • Conducted weekly calls to discuss goals and objectives, and review content with clients



The Richards Group

• Telecommunications
• 1 - 100 Employee

• Digital Strategy Intern

  • 2014 - 2014

  Dallas/Fort Worth Area • Prepared presentations to showcase customer research and analytics for clients across various industry sectors • Developed digital strategies including marketing tactics and campaigns to increase client brand awareness • Created multiple competitive analysis reports for clients including Methodist Health Systems and Ruth’s Chris that informed the development of multiple online and social media campaigns • Contributed to the development of digital strategies for Sally Beauty and… Show more • Prepared presentations to showcase customer research and analytics for clients across various industry sectors • Developed digital strategies including marketing tactics and campaigns to increase client brand awareness • Created multiple competitive analysis reports for clients including Methodist Health Systems and Ruth’s Chris that informed the development of multiple online and social media campaigns • Contributed to the development of digital strategies for Sally Beauty and Scott’s Show less