Experience

Song Candy Media

• United States
• Advertising Services
• 1 - 100 Employee

• Co-Founder

  • Dec 2020 - Present

  Song Candy Media is the first-of-its-kind Community-Marketing agency. Community Marketing is a Brand Growth Strategy that brings people together and puts the consumer first. The marketing is value additive, engaging, and non-intrusive. The goal is to create a lasting relationship between consumers and brands that goes beyond the point of sale, transforming businesses from commodities into beloved future-proof brands. We started Song Candy because we wanted to put this fun back in… Show more Song Candy Media is the first-of-its-kind Community-Marketing agency. Community Marketing is a Brand Growth Strategy that brings people together and puts the consumer first. The marketing is value additive, engaging, and non-intrusive. The goal is to create a lasting relationship between consumers and brands that goes beyond the point of sale, transforming businesses from commodities into beloved future-proof brands. We started Song Candy because we wanted to put this fun back in marketing. As marketers we know that the creative is what the audience experiences. It is the only thing they have to connect with. It is responsible for up to 85% of the campaign performance; and yet, we continued to see that it was one of the most underdeveloped assets across brand and performance marketing initiatives. This led us to our Community Marketing mindset. We believe our content should be worthy of our audience’s time, earning attention and inspiring action. We believe that marketing can help build community around a brand by being fun, driving connection, and providing an opening to co-creation. Show less



CNEM

• Independent Marketing Consultant | Brand Strategist | Founder

  • Sep 2020 - Present

  San Francisco Bay Area Consulting for brands, digital marketing agencies, creative agencies and emerging businesses. Expertise in global marketing, go-to-market strategy, digital brand building, and growth & performance marketing. Skilled at brand management, multi-channel marketing, application of full-funnel approach to generate growth, data storytelling, consumer insights, emerging digital markets, budget and P&L management. I have a passion for helping brands ignite growth by driving more… Show more Consulting for brands, digital marketing agencies, creative agencies and emerging businesses. Expertise in global marketing, go-to-market strategy, digital brand building, and growth & performance marketing. Skilled at brand management, multi-channel marketing, application of full-funnel approach to generate growth, data storytelling, consumer insights, emerging digital markets, budget and P&L management. I have a passion for helping brands ignite growth by driving more meaningful connections with their audience. Show less



Lulus.com

• Germany
• Tobacco Manufacturing

• VP of Brand Marketing

  • Jan 2021 - Jan 2022

  California, United States



E.L.F. BEAUTY

• United States
• Personal Care Product Manufacturing
• 300 - 400 Employee

• Sr. Director, Global Media

  • Nov 2020 - Feb 2021

  Oakland, California, United States Drive full-funnel integrated paid media strategy for e.l.f. Beauty, e.l.f. Cosmetics, W3LL People, and Keys Soulcare, globally. Responsible for ensuring paid media seamlessly complements journeys and objectives on paid, earned and owned channels. Responsible for delivering on goals at top of funnel (awareness), mid-funnel (consideration) and lower funnel (conversion and ROAS).

• Director of Digital Media

  • May 2019 - Nov 2020

  Oakland, CA Brands: e.l.f. Cosmetics, Keys Soulcare, & W3LL People Global Strategy: Drive full-funnel media strategy across e.l.f. Beauty brands & strategic extensions locally and internationally. Oversee Affiliate, Paid Search, Shopping, Display, Paid Social, Influencer Marketing, and Brand Media & Partnerships. Vision: Key player in brand recharge for Millennial and Gen Z markets. Thought leader in developing e.l.f.’s award winning TikTok campaign, #eyeslipsface Innovation: An… Show more Brands: e.l.f. Cosmetics, Keys Soulcare, & W3LL People Global Strategy: Drive full-funnel media strategy across e.l.f. Beauty brands & strategic extensions locally and internationally. Oversee Affiliate, Paid Search, Shopping, Display, Paid Social, Influencer Marketing, and Brand Media & Partnerships. Vision: Key player in brand recharge for Millennial and Gen Z markets. Thought leader in developing e.l.f.’s award winning TikTok campaign, #eyeslipsface Innovation: An active seeker of innovative new platforms and marketing experiences that offer a new way to connect with our consumer. Passionate about building disruptive campaigns to drive awareness and demand gen. Committed to converting that demand gen into sales to lift the business. Accountability: Own & optimize 85% of the e.l.f. P&Ls across Brand Marketing, Integrated Marketing Communications, and eCommerce Performance Marketing

• Director of Customer Acquisition

  • Feb 2018 - May 2019

  Oakland, CA Growth Marketing: Developed media program taking it from direct response focused to an integrated, full-funnel approach. Proved the value of marketing in both sales and brand lift, which directly supported the decision to take marketing spend from 3% of sales to 14%. Customer Centricity: Onboarded a CRM partner with a predictive Customer Lifetime Value Model (CLV) to move e.l.f. toward CLV optimization Holistic Approach: Collaborate cross functionally with eComm, Brand… Show more Growth Marketing: Developed media program taking it from direct response focused to an integrated, full-funnel approach. Proved the value of marketing in both sales and brand lift, which directly supported the decision to take marketing spend from 3% of sales to 14%. Customer Centricity: Onboarded a CRM partner with a predictive Customer Lifetime Value Model (CLV) to move e.l.f. toward CLV optimization Holistic Approach: Collaborate cross functionally with eComm, Brand, Integrated Marketing Communications, IT, Sales, Retail, Customer Service and Product to improve marketing experiences on and offline



SEPHORA

• France
• Retail
• 700 & Above Employee

• Sr. Manager, Programmatic Media

  • Jan 2017 - Feb 2018

  Strategy: Created best in class programmatic media strategies that delivered against sales and new customer acquisition, loyalty & mobile app objectives Accountability: Managed +$100M budget. Forecasted goals and optimized budget across digital properties to drive results Mentorship: Managed & mentored a team of 4 media specialists helping them to improve their skills and get increased visibility within the org Personalization: Drove audience testing strategy, which drove… Show more Strategy: Created best in class programmatic media strategies that delivered against sales and new customer acquisition, loyalty & mobile app objectives Accountability: Managed +$100M budget. Forecasted goals and optimized budget across digital properties to drive results Mentorship: Managed & mentored a team of 4 media specialists helping them to improve their skills and get increased visibility within the org Personalization: Drove audience testing strategy, which drove 24% higher AOV Marketing Ops: Managed tech roadmap for media, including a DMP, CRM solutions, and Multi-Touch Attribution. Growth: Grew Paid Social investment +200% from previous year by scaling Instagram/FB and testing into Pinterest & SnapChat. Cross Functional: Key partner in orchestrating digital media launch of the Sephora x Fenty campaign (first launch) coordinating across several cross functional teams

• Marketing Manager, Paid Search

  • Feb 2016 - Jan 2017

  San Francisco Ownership: Owned Paid Search & Video strategy for all of Sephora’s brands in the United States Scale: Spearheaded a DSA and text ad restructure that resulted in a 13% increase in CTR, 21% decrease in CPCs, and 71% increase in impression delivery. Grew remarketing from 3% of investment to 20%. Growth: Diversified Sephora Co-op offering by incorporating SEM, Video, and Beta offerings Personalization: Launched CRM audience strategies in Search. The lookalike audiences aided… Show more Ownership: Owned Paid Search & Video strategy for all of Sephora’s brands in the United States Scale: Spearheaded a DSA and text ad restructure that resulted in a 13% increase in CTR, 21% decrease in CPCs, and 71% increase in impression delivery. Grew remarketing from 3% of investment to 20%. Growth: Diversified Sephora Co-op offering by incorporating SEM, Video, and Beta offerings Personalization: Launched CRM audience strategies in Search. The lookalike audiences aided in making non-brand Search a powerhouse in driving higher value new clients.



AKQA

• United States
• Design
• 700 & Above Employee

• Associate Account Director, Media & Data

  • Jul 2015 - Jan 2016

  San Francisco • Management of multi-million dollar marketing accounts • Cultivate & maintain strong relationships with C-Level clients • Act as agency consultant and operational problem solver for uniquely challenging accounts, advising on process, client services tactics, and project management solutions • Research & analyze data across channels in order to develop holistic marketing strategies that will drive client goals, helping them to achieving growth at scale • Lead strategy for… Show more • Management of multi-million dollar marketing accounts • Cultivate & maintain strong relationships with C-Level clients • Act as agency consultant and operational problem solver for uniquely challenging accounts, advising on process, client services tactics, and project management solutions • Research & analyze data across channels in order to develop holistic marketing strategies that will drive client goals, helping them to achieving growth at scale • Lead strategy for pitches, present pitch, and negotiate new business contracts • Resource, lead, and mentor cross-functional teams • Train, support, and regularly advise direct reports to help them achieve client goals and their career goals at AKQA • Architect templates, procedures, and systems to streamline workflows • Clients: Autodesk (Tech B2B; SaaS), Balsam Hill (Retail); Safeway (Retail); Nike (Retail), The Clorox Company (CPG); Time Inc. (Media & Entertainment/Specialty Retail)

• Account Supervisor

  • Jul 2014 - Jul 2015

  San Francisco • Lead, mentor and galvanize cross-departmental teams to meet internal goals & deadlines through process and streamlined workflow solutions • Successful management of domestic & international media accounts • Advanced Search strategy for new business pitches • Clients roster includes Tech B2B (Autodesk), Retail (PetSmart; Balsam Hill; Safeway; Nike), CPG (Clorox) and media and entertainment (Ticketmaster; Time Inc.) clients Awards • AKQA Employee of the Quarter, Q4… Show more • Lead, mentor and galvanize cross-departmental teams to meet internal goals & deadlines through process and streamlined workflow solutions • Successful management of domestic & international media accounts • Advanced Search strategy for new business pitches • Clients roster includes Tech B2B (Autodesk), Retail (PetSmart; Balsam Hill; Safeway; Nike), CPG (Clorox) and media and entertainment (Ticketmaster; Time Inc.) clients Awards • AKQA Employee of the Quarter, Q4 2013 • AKQA Most Valuable Player of the Year, 2014

• Senior Account Executive

  • Jun 2013 - Jul 2014

  118 King Street, San Francisco, CA 94107

• Account Executive

  • Feb 2012 - Jun 2013

  118 King Street, San Francisco, CA 94107



Huddler.com (acquired by Fandom)

• Account Manager

  • Mar 2011 - Feb 2012

  San Francisco Oversaw Sales, Marketing, & Community Malmanagement of the the Lifestyle Vertical: Weddings: • BestDestinationWedding.com Fashion & Beauty: • DenimBlog.com • MakeupTalk.com • Specktra.net Health & Parenting: • Mothering.com Cooking: • ChefTalk.com • SmokingMeatForums.com • High Performance: Gained experience across sales and marketing working for a tech start up • Sales: Acquired new business for our publishing properties across… Show more Oversaw Sales, Marketing, & Community Malmanagement of the the Lifestyle Vertical: Weddings: • BestDestinationWedding.com Fashion & Beauty: • DenimBlog.com • MakeupTalk.com • Specktra.net Health & Parenting: • Mothering.com Cooking: • ChefTalk.com • SmokingMeatForums.com • High Performance: Gained experience across sales and marketing working for a tech start up • Sales: Acquired new business for our publishing properties across the lifestyle vertical. Sold one of our largest deals at the time with Hyland’s Homeopathic. • Community Management: Wrote blog & newsletter content. Acted as a Community Moderator for our properties. • Marketing: Developed multifaceted marketing plan for clients offering targeted banners, editorial content, site takeovers, and giveaways. Show less



Carmel Partners

• United States
• Real Estate
• 300 - 400 Employee

• Risk Management Coordinator

  • Jan 2008 - Feb 2011

  San Francisco Collaborated with Risk Manager and brokerage team to help facilitate insurance placement. Assisted in the management of 1st and 3rd party claims for Property and General Liability. Collaborated with adjusters & attorneys on claims to minimize the company’s loss & maximize return. Successfully subrogate on the Company’s behalf to recover losses. Generate financial loss reports to analyze and forecast trends. Utilized creativity to develop new solutions for mitigating risk, such as vendor… Show more Collaborated with Risk Manager and brokerage team to help facilitate insurance placement. Assisted in the management of 1st and 3rd party claims for Property and General Liability. Collaborated with adjusters & attorneys on claims to minimize the company’s loss & maximize return. Successfully subrogate on the Company’s behalf to recover losses. Generate financial loss reports to analyze and forecast trends. Utilized creativity to develop new solutions for mitigating risk, such as vendor insurance compliance management. Presided as project manager on this new compliance program. Composed new company forms. Trained new Community Managers Risk Management protocol and served as their point of contact for claims/potential claims thereafter. Show less



People Creating Success, FKA Register Supported Living

• Caretaker Specializing in Mental Health Caretaking

  • Aug 2005 - Aug 2007

  Santa Barbara, California Area - Supported adult client with severe Autism and OCD. - Established a trusting relationship with the client - Worked with client to foster personal growth and development - Assisted client with exercises and introduced him to guided situations to hep him achieve a realistic level independence and socialization.