Senior Manager Digital Marketing and E-commerce

• Sep 2023 - Present

Senior Digital Marketing Manager

• Jul 2023 - Sep 2023

As a strategic leader on the marketing team, I translate brand strategy into 360˚ programs by collaborating across departments, establishing activation calendars, and using analytical insights to reveal opportunities for driving revenue. I manage an ad agency team of 5. In addition to my responsibilities as a Digital Marketing Manager, I also now: • Lead strategy iteration for the Hess Collection full-funnel program to support Sales, DTC e-commerce, and hospitality (new) through… Show more As a strategic leader on the marketing team, I translate brand strategy into 360˚ programs by collaborating across departments, establishing activation calendars, and using analytical insights to reveal opportunities for driving revenue. I manage an ad agency team of 5. In addition to my responsibilities as a Digital Marketing Manager, I also now: • Lead strategy iteration for the Hess Collection full-funnel program to support Sales, DTC e-commerce, and hospitality (new) through behavior-based targeting and omnichannel retargeting

Digital Marketing Manager

• Jun 2021 - Jun 2023

The scope of my role extends from social media to ecommerce, including comprehensive reports which I present to leadership. Through cross-functional collaboration and partnerships, I have delivered best-in-class results. I’ve overseen the execution of full-funnel programs, developed campaigns to bring the Hess portfolio to life online, and ensured consistent voice, product information, and assets across all channels. • Lead collaborative change with DTC team to drive revenue. In 6… Show more The scope of my role extends from social media to ecommerce, including comprehensive reports which I present to leadership. Through cross-functional collaboration and partnerships, I have delivered best-in-class results. I’ve overseen the execution of full-funnel programs, developed campaigns to bring the Hess portfolio to life online, and ensured consistent voice, product information, and assets across all channels. • Lead collaborative change with DTC team to drive revenue. In 6 months, new email marketing strategies, with social media and digital media support, lifted revenue trajectory by 10% • Pivot Lion Tamer digital outreach program to better connect with Gen X and Millennials. In 90 days, Instagram followers grew 15% and median age shifted from 55 to 45 • Manage major strategy shift for key digital full-funnel program for Hess Collection. Within 60 days, new targeting and omnichannel tactics doubled attributed web traffic engagement rates and drove new-to-brand DTC e-commerce — a first for the program • Develop new strategies for Instacart advertising (bidding, timing, etc) by managing ad agency and strengthening relationship with Instacart. In 2023, with new insights and creative thinking, ROAS lifted 20% CYA, new-to-brand sales stayed above 40%, and total sales lifted 14% CYA — outpacing category growth — with a flat budget • Coach and train Marketing Coordinator to learn brand voices, find process improvements, create social media content, network with other teams, and develop Sales support tools • Develop inaugural Pinterest outreach program for grocery brand Hess Select, designed specifically to support Sales by aligning with POS, in-store promotions, and distribution efforts • Lead the development of organic social media strategy for Hess Collection and Lions Head Collection, aligning key stakeholders on short- and long-term goals Brands under my care include The Hess Collection, Hess Select, Lions Head Collection, Panthera, and Lion Tamer.

Content and Engagement Strategist

• Nov 2019 - Jun 2021

I created consumer-facing content for three product divisions (Immunology, Oncology, Synthetic Biology), with a focus on project management, lead generation, social media, and innovation in a rapid-growth environment. I managed a 3-person agency writing team and 2-person agency design team. • Project Managed and executed full-funnel marketing campaigns for 7 product launches • Managed scale-up of social media presence by managing agency team and establishing working relationships… Show more I created consumer-facing content for three product divisions (Immunology, Oncology, Synthetic Biology), with a focus on project management, lead generation, social media, and innovation in a rapid-growth environment. I managed a 3-person agency writing team and 2-person agency design team. • Project Managed and executed full-funnel marketing campaigns for 7 product launches • Managed scale-up of social media presence by managing agency team and establishing working relationships across multiple departments — notably People Operations and R&D • Supported Sales by creating an interactive virtual product demo during international expansion amid COVID lockdowns and quarantines • Trained Marketing team in presentation best practices (creation and delivery), preparing them for webinars and virtual conferences • Wrote and designed advertising, landing pages, conference collateral, and emails Show less I created consumer-facing content for three product divisions (Immunology, Oncology, Synthetic Biology), with a focus on project management, lead generation, social media, and innovation in a rapid-growth environment. I managed a 3-person agency writing team and 2-person agency design team. • Project Managed and executed full-funnel marketing campaigns for 7 product launches • Managed scale-up of social media presence by managing agency team and establishing working relationships… Show more I created consumer-facing content for three product divisions (Immunology, Oncology, Synthetic Biology), with a focus on project management, lead generation, social media, and innovation in a rapid-growth environment. I managed a 3-person agency writing team and 2-person agency design team. • Project Managed and executed full-funnel marketing campaigns for 7 product launches • Managed scale-up of social media presence by managing agency team and establishing working relationships across multiple departments — notably People Operations and R&D • Supported Sales by creating an interactive virtual product demo during international expansion amid COVID lockdowns and quarantines • Trained Marketing team in presentation best practices (creation and delivery), preparing them for webinars and virtual conferences • Wrote and designed advertising, landing pages, conference collateral, and emails Show less

Content and Podcast Producer

• Jul 2017 - Nov 2019

While ensuring brand alignment, I created digital and print marketing pieces for more than 5 global product portfolios. Digital: Podcasts, videos, testimonials, emails, landing pages, display ads, social media Print: White papers, sales fliers, product brochures, print ads, and protocols • Trained and mentored junior Editor in brand standards, project processes, and ways of working with key stakeholders • Created a corporate podcast playbook including guidelines, best… Show more While ensuring brand alignment, I created digital and print marketing pieces for more than 5 global product portfolios. Digital: Podcasts, videos, testimonials, emails, landing pages, display ads, social media Print: White papers, sales fliers, product brochures, print ads, and protocols • Trained and mentored junior Editor in brand standards, project processes, and ways of working with key stakeholders • Created a corporate podcast playbook including guidelines, best practices, go-to market plans • Developed two digital campaigns for the Cell Biology portfolio which were each adapted into international B2B conference booth themes Show less While ensuring brand alignment, I created digital and print marketing pieces for more than 5 global product portfolios. Digital: Podcasts, videos, testimonials, emails, landing pages, display ads, social media Print: White papers, sales fliers, product brochures, print ads, and protocols • Trained and mentored junior Editor in brand standards, project processes, and ways of working with key stakeholders • Created a corporate podcast playbook including guidelines, best… Show more While ensuring brand alignment, I created digital and print marketing pieces for more than 5 global product portfolios. Digital: Podcasts, videos, testimonials, emails, landing pages, display ads, social media Print: White papers, sales fliers, product brochures, print ads, and protocols • Trained and mentored junior Editor in brand standards, project processes, and ways of working with key stakeholders • Created a corporate podcast playbook including guidelines, best practices, go-to market plans • Developed two digital campaigns for the Cell Biology portfolio which were each adapted into international B2B conference booth themes Show less

Graduate Student Researcher

• May 2015 - May 2017

Graduate Student research developing a field-ready analytical electrochemical protocol for analyzing air pollution and evaluating toxicity levels in specific locations. My work encompassed sampling in Honduras and the Navajo Nation; the results were published as a manuscript. PI: Dr. Charles Henry, Department of Chemistry, Colorado State University

Undergraduate Researcher

• Nov 2012 - May 2015

Student research appointment dedicated to analyzing chemical separations and surface chemistry using surfactants and heavy metals in a microfluidic environment. Involved experimental design to explore pH-dependencies, fluid dynamics, and an understanding of microfluidic electrophoresis. Gained independence in Analytical Chemistry, Organic Chemistry, Fluid Dynamics, and Statistical Analysis.

Production Manager/Podcast Director

• May 2015 - May 2017

I oversaw radio production operations and projects, managed a professional recording studio and team of editors, trained volunteers, and grew the podcast program at KCSU-FM to 8 shows. • Managed two audio editors, fostering their creativity and empowering their independence. • Produced 6 podcasts, oversaw the production of two others, and introduced a scalable podcasting playbook for KCSU • Created an accessible studio calendar, prioritizing collaboration with other media… Show more I oversaw radio production operations and projects, managed a professional recording studio and team of editors, trained volunteers, and grew the podcast program at KCSU-FM to 8 shows. • Managed two audio editors, fostering their creativity and empowering their independence. • Produced 6 podcasts, oversaw the production of two others, and introduced a scalable podcasting playbook for KCSU • Created an accessible studio calendar, prioritizing collaboration with other media departments

Radio Show Host, Writer

• Aug 2013 - May 2017

During my time at KCSU-FM, I wrote and hosted four regular programs: “The History Of” (musical history), “Jazz Happy Hour”, “Weekend Discovery” (for new music), and “The Innovators Podcast” (for campus-focused science news). • “The History Of” was named Best Radio Program by two national collegiate conferences CBI (finalist, 2015) and BEA (winner, 2016) • “Jazz Happy Hour” was named Best Radio Program by CBI (winner, 2017)