Experience

Marathon Consulting

• United States
• IT Services and IT Consulting
• 1 - 100 Employee

• Director of Digital Strategy

  • Jun 2022 - Present

  Virginia Beach, Virginia, United States • Manage and lead PPC & SEO teams with a portfolio of 80+ combined accounts, spanning diverse verticals including B2B, B2C, retail, education, auto, housing, staffing, legal services, nonprofit, and more. • Drive data-driven strategies that optimize performance across multiple platforms, with a focus on increased ROI and overall effectiveness and efficiency for client campaigns and budget. • Focus on continuous innovation, experimentation, and testing with digital marketing… Show more • Manage and lead PPC & SEO teams with a portfolio of 80+ combined accounts, spanning diverse verticals including B2B, B2C, retail, education, auto, housing, staffing, legal services, nonprofit, and more. • Drive data-driven strategies that optimize performance across multiple platforms, with a focus on increased ROI and overall effectiveness and efficiency for client campaigns and budget. • Focus on continuous innovation, experimentation, and testing with digital marketing initiatives, identifying emerging trends and Betas. • Collaborate with cross-functional teams to align digital strategies with overall business objectives. • Monitor key performance indicators (KPIs) and provide actionable insights through data analysis and reporting. • Work closely with the business development team, leveraging expertise in digital strategy to contribute to new client proposals and conduct comprehensive account audits.

• Digital Marketing Team Lead; Senior Digital Marketing Strategist

  • Jul 2018 - Jun 2022

  Virginia Beach, VA • Team Lead for Marathon’s PPC & SEO department, providing support and guidance for all clients and team members to drive account success. • Oversee strategy and performance for 50+ accounts for clients in a wide variety of industries, with varying KPI’s and business goals. • Assist business development team in new client proposals and account audits to identify areas of opportunity and recommendations for increased ROI. • Meet with clients frequently to review performance, offer… Show more • Team Lead for Marathon’s PPC & SEO department, providing support and guidance for all clients and team members to drive account success. • Oversee strategy and performance for 50+ accounts for clients in a wide variety of industries, with varying KPI’s and business goals. • Assist business development team in new client proposals and account audits to identify areas of opportunity and recommendations for increased ROI. • Meet with clients frequently to review performance, offer strategic and tactical recommendations, and share industry updates



Resolution Agency

• United States
• Advertising Services
• 100 - 200 Employee

• Advertising Strategist: Paid Search, DICK'S Sporting Goods

  • Oct 2017 - Jun 2018

  Charlotte, North Carolina Area • Led team of 4 paid search coordinators on optimizing national account, recognize testing opportunities, and increasing account performance across 13 merchant divisions • Oversaw account performance based on omni-metric (offline +online) KPI • Identified opportunities to increase efficiency and streamline processes • Reported to client on performance insights weekly • Strategized and executed innovative opportunities to improve overall account success • Shifted budgets daily to… Show more • Led team of 4 paid search coordinators on optimizing national account, recognize testing opportunities, and increasing account performance across 13 merchant divisions • Oversaw account performance based on omni-metric (offline +online) KPI • Identified opportunities to increase efficiency and streamline processes • Reported to client on performance insights weekly • Strategized and executed innovative opportunities to improve overall account success • Shifted budgets daily to capitalize return and maintain fiscal week budgets • Led team on holiday strategy execution to support top deals and ensure year/year revenue comps: +45% Thanksgiving; +29% Black Friday; +30% Cyber Monday • Guided SEM team through an account restructure, which was able to spend at double the rate, while increasing return by 10%, due to lowering CPC's by 16%—yielding a 121% increase in online revenue

• Advertising Coordinator: Paid Search, DICK'S Sporting Goods

  • Feb 2016 - Oct 2017

  Charlotte, North Carolina Area • Oversaw performance of 5 merchant divisions: Apparel Athletic, Golf Equipment, Golf Apparel, Lodge Hunting, and Fishing • Reported on performance insights weekly for all divisions • Managed all competitive conquesting initiatives’ strategy, implementation, budget pacing, and reporting • Developed an internal reporting system to simplify existing structure and unify account-wide data • Led team on account-wide optimizations, such as ad extension roll-outs & ad copy tests best… Show more • Oversaw performance of 5 merchant divisions: Apparel Athletic, Golf Equipment, Golf Apparel, Lodge Hunting, and Fishing • Reported on performance insights weekly for all divisions • Managed all competitive conquesting initiatives’ strategy, implementation, budget pacing, and reporting • Developed an internal reporting system to simplify existing structure and unify account-wide data • Led team on account-wide optimizations, such as ad extension roll-outs & ad copy tests best practices across all divisions • Created and implemented plan to utilize Google ad customizers to automate current promotion strategy

• Advertising Coordinator: Paid Search, Lowe’s®

  • Feb 2016 - Apr 2017

  Charlotte, North Carolina Area • Managed paid search performance for 4 merchant divisions: Kitchens, Millwork, Fashion Fixtures, and Home Fashions. • Implemented routine optimizations such as: search query reports, keyword expansion, keyword seasonality, pausing poor performers, ad copy audits, negative keyword audits, brand coverage, budget allocations, and bid management. • Led on exchanging landing pages during a website redesign affecting 88,500 URL’s across 3 search engines. • Oversaw the transition of all… Show more • Managed paid search performance for 4 merchant divisions: Kitchens, Millwork, Fashion Fixtures, and Home Fashions. • Implemented routine optimizations such as: search query reports, keyword expansion, keyword seasonality, pausing poor performers, ad copy audits, negative keyword audits, brand coverage, budget allocations, and bid management. • Led on exchanging landing pages during a website redesign affecting 88,500 URL’s across 3 search engines. • Oversaw the transition of all website URL taxonomy shifting to a secure server. • Performed bimonthly account-wide URL Audits utilizing the Screaming Frog software. • Administered upgrading URL's to improve third-party tracking services. • Managed the team’s integral internal reporting system on a daily basis to ensure accurate attribution for all ad types for spend, revenue, traffic, CPC's, etc. • Pitched various tests to client including: ad extension betas, ad copy, landing pages, and client initiatives. • Reported on performance insights weekly for 4 merchant divisions. • Shifted budgets and adjust bids within merchant divisions to ensure efficient traffic, while adhering to a strict fiscal week budget



Sūmèr, LLC

• Content Strategist

  • Oct 2014 - Jan 2016

  Charlotte, North Carolina • Created & executed a 12 month integrated marketing plan for a 6 location regional weight loss center • Overhauled content for 5 monthly e-newsletters to re-engage existing customers & convert leads • Planned & executed 5 lead generation campaigns using funnel marketing strategy • Wrote & designed 2 10-page e-books that resulted in 292 downloads for lead generation, 65 opt-ins from social • Pitched & executed all client Facebook remarketing ad campaigns • Wrote, targeted, &… Show more • Created & executed a 12 month integrated marketing plan for a 6 location regional weight loss center • Overhauled content for 5 monthly e-newsletters to re-engage existing customers & convert leads • Planned & executed 5 lead generation campaigns using funnel marketing strategy • Wrote & designed 2 10-page e-books that resulted in 292 downloads for lead generation, 65 opt-ins from social • Pitched & executed all client Facebook remarketing ad campaigns • Wrote, targeted, & managed a Facebook ad set for a sales funnel that resulted in 443 new leads • Proposed topics & wrote quality monthly content for 4 clients—totaling 20 blogs per month • Crafted 89 real estate descriptions with a 12-hour turn around time Show less



University of North Carolina Wilmington

• United States
• Higher Education
• 700 & Above Employee

• Marketing Intern

  • Jan 2014 - Aug 2014

  Wilmington, North Carolina • Conducted a Google Adwords campaign to increase rental sales for 13 marine biotech laboratories • Performed e-mail campaign research with market segmentation • Coordinated brand photography photoshoot for website and print marketing collateral •Managed Twitter account



Viamark Advertising

• United States
• Advertising Services
• 1 - 100 Employee

• Advertising Intern

  • Sep 2013 - Dec 2013

  Wilmington, North Carolina •Designed and wrote copy for 50 framed item description sheets for the Bob Boyd Invitational silent auction •Organized, managed, and scheduled duties for 12 volunteers for an auction that raised $40k •Edited web copy for 5 pages on the Bay Tree Lakes real estate website •Analyzed Google Analytics and gave ROI focused recommendations to improve bottom line •Performed quantitative analysis on client demographic data to refine customer markets for targeted ad campaigns •Conducted… Show more •Designed and wrote copy for 50 framed item description sheets for the Bob Boyd Invitational silent auction •Organized, managed, and scheduled duties for 12 volunteers for an auction that raised $40k •Edited web copy for 5 pages on the Bay Tree Lakes real estate website •Analyzed Google Analytics and gave ROI focused recommendations to improve bottom line •Performed quantitative analysis on client demographic data to refine customer markets for targeted ad campaigns •Conducted competitive digital marketing research for Georgia Regents University Medical College Show less



New Hanover Regional Medical Center

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

• Marketing Intern

  • Jun 2012 - May 2013

  •Trained in media relations, internal communication, event planning, advertising, social networking, and monitoring of website. •Implemented Google Analytics to measure and track traffic to website •Created a Media Dashboard •Researched, wrote, and placed 10 News Releases and Public Service Announcements •Interviewed employees and wrote 6 articles for employee website, Capsuleslive •Created a published article for the internal newsletter, NHRMC & Me •Participated in… Show more •Trained in media relations, internal communication, event planning, advertising, social networking, and monitoring of website. •Implemented Google Analytics to measure and track traffic to website •Created a Media Dashboard •Researched, wrote, and placed 10 News Releases and Public Service Announcements •Interviewed employees and wrote 6 articles for employee website, Capsuleslive •Created a published article for the internal newsletter, NHRMC & Me •Participated in Cancer Survivor Celebration event planning. Created a PowerPoint, “Messages of Hope” that is shown in patient waiting areas. •Assisted in planning and participated in a multi-hospital Disaster Drill. •Liaised with print and television reporters and photographers over 20 times Show less



francesca’s®

• United States
• Retail
• 700 & Above Employee

• Sales Associate

  • May 2012 - Aug 2012

  •Merchandised clothing, handbags, jewelry to diverse customer base •Created mannequin seasonal displays •Processed sales