Experience

South Central AV

• United States
• Telecommunications
• 1 - 100 Employee

• Director of Visual Branding

  • Jan 2017 - Present



Logan's Roadhouse

• Restaurants
• 700 & Above Employee

• Director of Digital Marketing

  • Oct 2015 - Aug 2016

  Headquartered in Nashville, Logan’s Roadhouse Inc. is a casual dining restaurant concept that operates hundreds of units in 23 states in more than 70 DMAs. As a leader in the company, I guided our efforts to improve same store sales and traffic through an expanded digital presence across several disciplines including paid social media, email marketing, programmatic, SEO/SEM, geo-targeted campaigns and reputation management as well as the in-restaurant experience. Selected Achievements at Logan’s: • Grew email database by 18% in less than a year • Implemented consistent A/B testing strategy that boosted open and click rates that resulted in increased sales and traffic • Launched first-ever SMS/text program for the company to help drive traffic using this most intimate connection to the consumer Implemented first-ever reputation management program for the company • Launched first-ever email tracking system to tie digital results to in-store revenue • Ranked as the #1 casual dining restaurant on Instagram, #4 on Facebook and #10 on Twitter (above Chili’s, Applebee’s, Longhorn Steakhouse, etc.) • Boosted engagement rate on social media to highest levels to date • Improved and focused SEM engagement rates to drive store traffic • Managed $8MM+ digital marketing budget • Collaborated with Creative team on POS materials, menus and other traditional marketing materials • Assisted with brand management turnaround for the 25-year-old company Show less



Country Music Association (CMA)

• United States
• Musicians
• 100 - 200 Employee

• Director of Digital Strategy

  • Oct 2008 - Aug 2015

  CMA is both a B2C and B2B organization that produces three world-class television specials for ABC-TV and a multitude of live events throughout the year while also serving its industry membership by providing a forum to discuss and improve the state of the industry. As the lead digital executive, I created many of CMA’s programs including a text/sms program, mobile apps, responsive websites, artist outreach, user experiences, and TV integrations. As a key member of the broader marketing, PR and partnerships team I helped set and implement the strategic direction for the company by identifying new opportunities to grow our consumer base. Selected Achievements at CMA: • Developed digital strategies and tactical plans that increased consumer web traffic by 80%+ • Grew email database an average of about 50% annually through partner brand campaigns, artist and event initiatives • Launched company's first text/SMS program and grew it to more than 250k subscribers using integrated marketing campaigns, live event and TV opportunities and brand partnerships • Produced the first-ever live Instagram integration on national prime-time television • Directed digital partner campaigns that included national promotions with Chevrolet, Bud Light, Gildan, AT&T, Spotify, Pandora, Vevo, Shazam and more • Built mobile app programs for CMA Music Festival and CMA Awards • Guided social media efforts to successfully rank higher than the Oscars and second only to the Grammys • Conducted deep-dive analytics reports to identify actionable insights to continue to improve digital marketing and promotional efforts • Managed staff of digital creators, graphic designers and outside agencies Show less



Tribal Worldwide

• United Kingdom
• Advertising Services
• 300 - 400 Employee

• ROI Analyst

  • Jul 2008 - Oct 2008

  Tribal Worldwide is a digital-centric global advertising agency. I was hired as a digital analyst to work with major clients such as Frito Lay, AT&T Blue Room, and US Air Force. Selected Achievements at Tribal: • Analyzed web traffic to identify UX/UI opportunities • Increased productivity by 87%. Week long projects were revamped to only take a few hours to complete. Tribal Worldwide is a digital-centric global advertising agency. I was hired as a digital analyst to work with major clients such as Frito Lay, AT&T Blue Room, and US Air Force. Selected Achievements at Tribal: • Analyzed web traffic to identify UX/UI opportunities • Increased productivity by 87%. Week long projects were revamped to only take a few hours to complete.



iHeartMedia

• United States
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Marketing & Sales Director

  • Jun 2005 - Mar 2008

  Formerly Clear Channel Communications, iHeart is one of the largest broadcast company in the country. I was recruited to help increase revenue and market share in a highly competitive market that served several different audiences including locals, tourists and seasonal residents. My efforts resulted in the highest market share in a decade for our flagship stations. The cluster saw big revenue jumps due to digital and event programs I created and implemented. As a leader in the company my efforts helped identify opportunities to optimize our marketing assets resulting in the cluster’s return to dominance in the market and our region. Selected Achievements at iHeartMedia: • Increased online sales by 38% by presenting innovative product catalog to clients and influencing key decision makers • Exceeded event sales goals by 35% by implementing new sales packages to present to key players • Built campaigns to drive engagements for client brands in industries such as Automotive, Beverage, Restaurant, Retail, Telecom and more • Developed marketing campaigns from concept to on air that increased our market share from 25% to 40% • Introduced content marketing principles and cross-channel promotion to drive an increase of 82% in unique visitors to our web properties and an increase of 46% in our email subscribers • Managed sales, creative, on-air and marketing teams as well as multi-million dollar annual ad sales revenue budget Show less



Viacom

• United States
• Entertainment
• 700 & Above Employee

• Consumer Marketing Project Manager

  • Aug 2002 - Jun 2005

  CMT, a Viacom company, is the leading national cable network and digital authority on country music and entertainment that reaches more than 92 million homes. Hired due to my success at Belk Inc. in a high-expectation environment where details were vital and creating rapport with clients and sales staff was critical as well as being able to deal with many different management styles and personality types in a proficient and collaboration way. I helped launch our first-ever branded concert tour and awards special as well as several other series of original programming. I helped implement the plan that would transform the network from a music video platform to a full-time destination cable network. Selected Achievements: • Managed TV, radio, print, OOH and outdoor campaigns to drive engagements for CMT series and integrated client brands • Created event and campaign analytic recaps that included TV ratings, web analytics, and sweepstakes data to identify best practices • Assisted with PR stunts that included events in New York’s Times Square and other high-profile markets around the country • Assisted with negotiating network’s sports marketing partnership with the Nashville Predators (NHL) and the Music City Bowl (NCAA Football) Show less



CUMULUS MEDIA

• United States
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Marketing Director

  • Sep 2000 - May 2002

  Citadel Broadcasting was the third largest broadcasting company in the US prior to its buy out by Cumulus Media (2011). It owned 243 radio stations across the country. Two of those were in Nashville with newly-created formats. I helped build the brand, drive ratings and establish major market share for the new country station. Selected Achievements: • Created marketing campaigns and live event opportunities to help drive ratings for flagship Country station • Created on-air, online and event consumer promotions to drive engagements with client brands • Hired and managed promotional staff of 2-10 • Worked with record labels, artist management and major on-air talent to execute on-air and in-venue promotions • Re-branded the station from “Music City 103” to “103 WKDF” restoring some of the decades-long heritage the station previously enjoyed. Show less



Belk

• United States
• Retail
• 700 & Above Employee

• Retail Advertising Manager

  • Mar 1999 - Sep 2000

  At the time Belk was the largest privately owned department store in the US. I started as the Advertising Assistant but quickly moved up to manage the department when the 100+ year old company consolidated into four regional offices because I was able to quickly and effectively roll out a new advertising system and plan for more than 40 stores (up from the seven stores we handled prior to the consolidation). The new process maximized internal resources and external communications that allowed our buyers, management and media partners to get to and through the approval process more quickly which made our advertising and creative process much more efficient. All this while working with many different management styles and personality types during the company consolidation to optimize our processes and resources. Selected Achievements: • Managed team of 10 designers, accountants and administrative staff • Developed advertising programs for the 40-store Central Division • Directed a team of 100+ merchandise buyers to create sales and traffic driving regional ad campaigns • Reported to C-Suite management on all sales promotions activities, improvements and ideas • Supervised annual advertising budget of more than $2MM that included newspaper, craft wraps, circulars, inserts and direct mail • Organized communication to 40+ store managers on upcoming sales promotions through first-ever company intranet, general manager meetings, phone and email Show less



iHeartMedia

• United States
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Promotions Assistant

  • 1998 - 2000



Best Buy

• Retail
• 700 & Above Employee

• Retail Sales Associate

  • 1993 - 1996

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