Experience

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  Ever Clever Marketing LLC

  • Greater San Diego Area

  • Founder

    • Jun 2019 - Present
    • Greater San Diego Area

    Freelance marketer helping consumer healthcare brands thrive in a digital-first world. Visit everclevermarketing.com to learn more.

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  Align Technology

  • United States
  • Medical Equipment Manufacturing
  • 700 & Above Employee

  • Associate Director of Marketing, Invisalign

    • May 2017 - Apr 2019

    Led Invisalign adult consumer business in North America, the company's largest revenue segment globally, consistently delivering 20%+ year-over-year (YoY) sales growth.•Led multi-million dollar integrated national media and communications plan spanning TV, social, search, video, display, audio, influencer, partnerships, events, and PR to establish Invisalign as the preferred teeth straightening solution for adults. •Drove continuous evaluation of new media platforms, buying models, and audience targeting to improve efficiency and effectiveness of media buy. Accomplishments include delivering $13M+ in incremental sales through optimized audience targeting, accelerating millennial demand through launch of new platforms and ad formats (Hulu, Pandora, Pinterest, Facebook Messenger, Google Preferred, Instagram Stories), and execution of 25+ tests to drive real-time plan optimizations.•Led content strategy for all paid, owned and earned channels, delivering 1B+ impressions (+12% YoY), 5M+ content engagements (+215% YoY), and growth in followers (+29% YoY). Led creation of 1.1K+ pieces of content (+21% YoY) including the brand's first-ever micro-influencer whitelisting campaign, UGC growth programs, multi-channel testimonial campaigns, PR placements across key industry publishers, native content partnerships, modernized organic social brand identity, and continuous ad testing across paid channels.•Co-led launch of brand's first-ever retail stores to pilot new consumer conversion channel. Designed communications strategy, local media plan, retail microsite, and end-to-end nurturing in less than two months. Agile approach saved company ~$500K, while pilot results influenced business decision to scale retail operations nationally.•Managed high-performing team of direct reports and agency partners responsible for North American adult consumer business and Invisalign.com.

  • Senior Marketing Manager, Invisalign

    • Jul 2014 - May 2017

    Managed multi-million dollar integrated media plan for adult consumer business, email nurturing strategy for 1M+ leads, and Invisalign.com.•Positioned Invisalign as the "must have" bridal beauty accessory through leading industry partnerships, social media, influencer, video, and PR initiatives. Accelerated earned media impressions and lead growth within a flat budget through rapid testing and real-time plan optimization.•Launched company's first-ever consumer marketing presence in Canada. Designed and executed initial two-city pilot, exceeding growth goals for unique visitors (+95%) and leads (+85%). Results influenced company decision to scale investment.•Led Invisalign.com redesign to expedite path to purchase. Data-mined the full consumer journey and competitive landscape to deliver a more intuitive user experience, improved lead generation tools, and SEO-optimized content. New website experience increased on-site conversion (+23% YoY) and time on-site (+17% YoY) while reducing bounce rate (-10% YoY).•Drove incremental growth in email channel supporting 1M+ leads through launch of behavior-based journeys, increased personalization, improved audience segmentation, and platform migration to Salesforce Marketing Cloud. Raised open (+12% YoY) and click-through rates (+18% YoY), while reducing unsubscribe rate (-10% YoY).•Led adult consumer segmentation study to gather deeper audience insights and identify highest potential business opportunities. Presented findings to internal team and agency partners, and led integration of research results into media and communications strategy. •Piloted brand's first-ever appointment scheduling service, measuring impact of digital and phone-based consumer care on lead conversion. Led end-to-end development of minimum viable product and multi-variant test plan to evaluate growth opportunity. Drove $200K in incremental sales and leadership decision to scale program to a 40+ person team.

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  Intuit

  • Mountain View, CA

  • Mobile Marketing Manager

    • Jan 2014 - Jul 2014
    • Mountain View, CA

    Led North America new user acquisition for Quickbooks Mobile app across Apple and Android devices.•Led data-mining of consumer app usage patterns to gain audience insights and identify activities correlated with conversion. Leveraged learnings to influence product roadmap and redesign cross-channel nurturing strategy for trial users, accelerating conversion rates (+15% YoY).•Improved organic app downloads (+12%) and trial sign-ups (10%) through partnership with Apple and Google, targeted PR and social campaigns, and App Store optimization.•Owned product forecasts and weekly report-outs to senior leadership.

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  Johnson & Johnson

  • United States
  • Hospitals and Health Care
  • 700 & Above Employee

  • Associate Product Director

    • Oct 2011 - Jan 2014

    Drove brand awareness and adoption of OneTouch brand of blood glucose management products.•Co-led national direct response TV plan, analyzing performance daily to drive network, day-part, and call-center scripting optimizations. Exceeded lead generation goal (+8%) while reducing cost-per-lead (-19%). •Managed $1.2B product forecast across 32 SKUs, driving 4% improvement in forecast accuracy through trend modeling, inventory analysis, partnership with retail teams, and centralization of promotional activities. •Supported commercialization of company's first product integration with Apple devices. Led product launch social media strategy and corresponding launch of company's first direct channel to drive incremental sales.•Led brand positioning and messaging strategy through a product recall and re-launch, ensuring brand equity among consumers remained stable. •Spearheaded end-of-life for legacy product. Drove minimal inventory return and consumer-use disruption across retail, mail order, managed care, and government channels.

  • Associate Brand Manager

    • Oct 2009 - Oct 2011

    Selected for Johnson & Johnson's Marketing Leadership Development Program, a two-year rotational program designed to develop execution and leadership skills in undergraduate hires. •Launched OneTouch brand's first-ever social media presence.•Led OneTouch marketing activities with companies' largest retail customer, Walgreens, including print advertising, in-store promotional activities and a co-equity partnerships to drive sales growth and retain shelf space.•Led Splenda No Calorie Sweetener's largest sampling campaign to date, distributing over 1 million product samples through targeted social, event, and PR activations to drive awareness and trial of the brand’s new product line.