Experience

Speakeasy Strategies

• United States
• Public Relations and Communications Services
• 1 - 100 Employee

• Marketing Consultant

  • Apr 2017 - Present

  San Francisco Bay Area Communication Strategy: Execute traditional and digital programs for business and consumer technology companies, partner with clients’ internal teams to align on key messaging related to product launches and larger marketing initiatives. Public Relations: Facilitate clients’ exposure to top-tier media and trade outlets, create press materials and organize events to increase market awareness, drive sales, and engage critical audiences. Thought Leadership: Analyze market dynamics to create… Show more Communication Strategy: Execute traditional and digital programs for business and consumer technology companies, partner with clients’ internal teams to align on key messaging related to product launches and larger marketing initiatives. Public Relations: Facilitate clients’ exposure to top-tier media and trade outlets, create press materials and organize events to increase market awareness, drive sales, and engage critical audiences. Thought Leadership: Analyze market dynamics to create executive thought leadership strategies and related content. Utilize this research to develop a list of potential new clients, to date my research has lead to 5 new clients. Show less



Esurance

• United States
• Insurance
• 700 & Above Employee

• Sr. Media Planner

  • Sep 2015 - Mar 2017

  San Francisco Bay Area Media Strategy, Planning & Account Management: Managed and executed branding campaigns to improve top-level metrics like brand awareness, brand recognition, purchase intent and sentiment. Collaborated with multiple teams including the integrated marketing and sponsorship teams as well as our agency, GMR, to ensure the success of the Esurance MLB Sponsorship. Onboarded the online media agency, Razorfish, and then worked with them on all parts of campaign planning. Reporting & Optimization… Show more Media Strategy, Planning & Account Management: Managed and executed branding campaigns to improve top-level metrics like brand awareness, brand recognition, purchase intent and sentiment. Collaborated with multiple teams including the integrated marketing and sponsorship teams as well as our agency, GMR, to ensure the success of the Esurance MLB Sponsorship. Onboarded the online media agency, Razorfish, and then worked with them on all parts of campaign planning. Reporting & Optimization Analysis: I implemented a quarterly segmentation analysis of our quote audience to determine key demographics to target for later media buys. Ensured proper measurement and analytics for every campaign in order to procure useful data. Created benchmark brand study data across 10+ partners to influence future optimizations. Presented quarterly business reviews to the entire marketing organization. Media & Technology Roadmapping: Created forward looking documents highlighting new technologies and partners to work with in future quarters/years. My analysis of holistic brand study partners ensured $300k in funding from our marketing department for a 2017 brand study. Show less



Apollo Education Group

• United States
• Higher Education
• 700 & Above Employee

• Digital Media Manager

  • Sep 2014 - Sep 2015

  San Francisco Media Planning & Account Management: Support the University of Phoenix’s customer acquisition and brand engagement initiatives. Accountable for all facets of campaign process, from media brief, strategy, planning, and buying to creative delivery, implementation, QA, tracking, reporting, and billing. Work on online video campaigns, large branding initiatives, social, as well as direct response campaigns for the 9 different UoPx schools/colleges across all digital devices. Reporting &… Show more Media Planning & Account Management: Support the University of Phoenix’s customer acquisition and brand engagement initiatives. Accountable for all facets of campaign process, from media brief, strategy, planning, and buying to creative delivery, implementation, QA, tracking, reporting, and billing. Work on online video campaigns, large branding initiatives, social, as well as direct response campaigns for the 9 different UoPx schools/colleges across all digital devices. Reporting & Optimization Analysis: Regularly consolidate data from multiple sources and format into a presentable client facing document. Layer insights from deep dive analysis to influence media decisions and provide guidance for future campaigns. Am passionate about using analytics to influence creative strategy and production. Ensure campaigns are optimized to key KPIs. Work with a multi touch attribution provider to gain insights into the full marketing funnel and also work with brand study providers to see how different channels influence sentiment as well as online class registration. Process Implementation, Improvement & Execution: Streamline client and internal processes to enhance efficiencies. At Apollo, these processes have included creative and production hand off timelines. I have also been instrumental in revising the URL tagging process here to cut the process time in half, which dramatically improves our campaign launch turnaround times. Show less



Razorfish

• United States
• Advertising Services
• 700 & Above Employee

• Account Manager

  • Jan 2012 - Aug 2014

  San Francisco Bay Area Account Management: Manage 10 million in ad spend per year. Act now as the agency of record for a single client with over 1 billion dollars in yearly revenue. Previous client work includes a large beverage company and a well –known technology start up. Execute awareness as well as direct response campaigns and everything in between. Knowledgeable in all facets of the campaign process from strategy to media planning and am also firsthand accountable for creative delivery, implementation, QA… Show more Account Management: Manage 10 million in ad spend per year. Act now as the agency of record for a single client with over 1 billion dollars in yearly revenue. Previous client work includes a large beverage company and a well –known technology start up. Execute awareness as well as direct response campaigns and everything in between. Knowledgeable in all facets of the campaign process from strategy to media planning and am also firsthand accountable for creative delivery, implementation, QA, tracking, reporting, and billing. Reporting & Optimization Analysis: Compile data from multiple sources and format into a presentable client facing document. Layer insights from deep dive analysis to influence media decisions and provide guidance for future campaigns. Ensure campaigns are optimized to key KPIs. Present over the phone and in person data and insights to client on a weekly basis. Utilize attribution modeling to better understand the full funnel conversion path and more intelligently calculate an ad’s value in the larger ad buy. My analysis of our advertising and its effects on sales for our online retailer partners singlehandedly started the discussion to get retail partners to provide us with more granular online tracking. Process Implementation, Improvement & Execution: Streamline client and internal processes to enhance efficiencies. These processes include instituting standardized naming conventions to more effectively extract data for analysis, implementing standardized process documents outlining client due dates and creating instructions to ensure we have proper tracking in place to capture as much campaign data as possible. Additionally, I have earlier reinforced internal pacing documents to automate weekly pacing and better inform budget reallocation. Previously built and now employ a weighted engagement model to determine the best performing audience even across multiple KPIs. Show less



XA.net

• Singapore
• Technology, Information and Internet
• 1 - 100 Employee

• Account Manager

  • May 2010 - Jan 2012

  Account Management: Manage online display advertising for clients of all sizes across multiple verticals. Act as the primary point of contact for assigned clients; escalate, track, troubleshoot, and resolve client issues. Own client relationship and personally interact with clients to drive incremental revenue and foster a long term business partnership. Sales: Walk potential clients through our two advertising products and highlight XA.net’s unique value in the online advertising… Show more Account Management: Manage online display advertising for clients of all sizes across multiple verticals. Act as the primary point of contact for assigned clients; escalate, track, troubleshoot, and resolve client issues. Own client relationship and personally interact with clients to drive incremental revenue and foster a long term business partnership. Sales: Walk potential clients through our two advertising products and highlight XA.net’s unique value in the online advertising space. Up-sell clients on a regular basis by providing them thoughtful insights on how they could best spend their money. Media Planning & Implementation: Manage campaign process from start to finish. Develop media plans to target each client’s desired and desirable audience across ad exchanges, networks, as well as individual publishers. Create, sign, and manage IOs for clients in each particular ad space. Ensure the technical aspect of campaign set up, such as pixel placement and ad tag creation. Reach out to partners and reps as need be to successfully traffic campaigns. Create copy and select creative for our Facebook campaigns to provide a meaningful test for optimization purposes Work with engineers to enhance our technologies to better suit operational needs and the needs of our clients. Optimization Analysis: Use analysis, in some cases real time, to optimize campaigns based on creative and placements. Move line item budgets around as indicated by excel analysis. Find key indicators where campaigns can improve. Cross reference and extrapolate from numerous areas of campaign data, including third party data, RTGT data, and even Facebook responder profile information to create recommendations for future, better performing campaigns. Show less



NewRetirement

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

• Interactive Marketing Analyst

  • Aug 2009 - Apr 2010

  Website search engine optimization: Increasing inbound traffic and external links to the newretirement.com website by using SEO strategies such as content building, meta tagging, internal site trouble shooting, and link building. Successfully built up a five fold increase in links to our site. Media Planning, Advertising, and Producing: Researching potential online, television, radio, and television channels for advertising. Using constant contact to send out email and newsletter… Show more Website search engine optimization: Increasing inbound traffic and external links to the newretirement.com website by using SEO strategies such as content building, meta tagging, internal site trouble shooting, and link building. Successfully built up a five fold increase in links to our site. Media Planning, Advertising, and Producing: Researching potential online, television, radio, and television channels for advertising. Using constant contact to send out email and newsletter blasts to potential lead buyers. Contacting and following up with advertising account managers and ensuring that NewRetirement maintains a positive ROI by keeping to our CPA/margin targets. Producing online video to increase web traffic as well as for a future ad campaign. Analytics: Researching potential areas for internet growth using google and quantcast analytics while also understanding consumer web behavior in order to better tailor content. Communications and Content Writing: Writing and transmitting press releases through PRWeb. Updating the website’s blog to improve content in order to increase web traffic. Show less



The Philadelphia Public School Notebook

• Marketing Intern

  • Feb 2009 - May 2009

  Website infrastructure and analytics: Maintained, expanded, and updated the website’s contents, media, and web 2.0 abilities. Drove a four fold increase in traffic by utilizing emerging social network sites like Facebook, Twitter, and Wikipedia. Increased Facebook fans from 25 to 350 by sending out buzz worthy website updates to established fans. Researched and crafted marketing decisions for thenotebook.org’s internet expansion and measured the effectiveness of internet marketing campaigns… Show more Website infrastructure and analytics: Maintained, expanded, and updated the website’s contents, media, and web 2.0 abilities. Drove a four fold increase in traffic by utilizing emerging social network sites like Facebook, Twitter, and Wikipedia. Increased Facebook fans from 25 to 350 by sending out buzz worthy website updates to established fans. Researched and crafted marketing decisions for thenotebook.org’s internet expansion and measured the effectiveness of internet marketing campaigns with Google and Facebook Analytics by looking at why new and old visitors were viewing the site, what other websites they were coming from, and how long the visitors spent on the website Fundraising and event planning: Helped raise money for the Notebook ($20,000 as of May 2009) by sending out 2,000 letters by using Mail Merge. Planned and implemented a promotion timeline to prepare for the upcoming June Celebration of the Notebook’s Fifteenth Anniversary Communications: Wrote press releases on Philadelphia education issues and posted on thenotebook.org Show less



The Philadelphia Inquirer

• United States
• Technology, Information and Internet
• 500 - 600 Employee

• Marketing Intern

  • Jun 2008 - Aug 2008

  Research Analytics: Analyzed research of readers’ opinions using Microsoft Access, queried in Access to determine the most complaints per paper route, researched coupons and kept tally in Excel for a new marketing plan highlighting the cost savings of the newspaper Marketing Campaign Design: Planned a creative and innovative timeline for the marketing and viral marketing in preparation for the National Sudoku Championship, and singlehandedly spawned the idea for a Sudoku mascot to spur… Show more Research Analytics: Analyzed research of readers’ opinions using Microsoft Access, queried in Access to determine the most complaints per paper route, researched coupons and kept tally in Excel for a new marketing plan highlighting the cost savings of the newspaper Marketing Campaign Design: Planned a creative and innovative timeline for the marketing and viral marketing in preparation for the National Sudoku Championship, and singlehandedly spawned the idea for a Sudoku mascot to spur excitement for the tournament Project Management: Worked with a team of six people to successfully implement the Sudoku National Championship marketing campaign, which caused 250 more people to attend than the 2007 event Show less