Experience

National Retail Federation

• United States
• Retail
• 100 - 200 Employee

• Marketing Director

  • May 2021 - Present

• Marketing Manager

  • May 2017 - May 2021

  Washington D.C. Metro Area NRF is the world’s largest retail trade association, representing e-commerce retailers, discount and department stores, home goods, specialty stores, Main Street merchants, grocers, wholesalers and chain restaurants from the United States and more than 45 countries. Retail is the nation’s largest private sector employer, supporting one in four U.S. jobs — 52 million working Americans. Contributing $3.9 trillion to annual GDP, retail is a daily barometer for the nation’s economy.



HSN

• United States
• Retail
• 700 & Above Employee

• Assistant Brand Marketing Manager | Fashion & Accessories

  • Oct 2016 - Feb 2017

  Tampa/St. Petersburg, Florida Area • Help drive the brand positioning and marketing strategy for HSN overall, key events and all partner brands. • Develop comprehensive, cross-platform marketing plans that define the message, continually reconfirm our credibility, create emotional connections for our customers and prospects, motivate buyers and establish brand loyalty. • Work closely with Marketing teams, Merchants, Programming, Planning, Digital/Content and Strategy Groups to assist in the development of marketing… Show more • Help drive the brand positioning and marketing strategy for HSN overall, key events and all partner brands. • Develop comprehensive, cross-platform marketing plans that define the message, continually reconfirm our credibility, create emotional connections for our customers and prospects, motivate buyers and establish brand loyalty. • Work closely with Marketing teams, Merchants, Programming, Planning, Digital/Content and Strategy Groups to assist in the development of marketing priorities aligned with merchandising strategy. • Help lead the communication between key business unit stakeholders while also providing knowledge about the HSN consumer, trends and shifts in the US retail and consumer landscapes to support strategies.

• Digital Marketing Specialist

  • Mar 2015 - Oct 2016

  • Collaborate with top external agency partners as well as with internal stakeholders including digital category, marketing, merchandising, and IT to prepare campaign plans and briefs, coordinate creative assets, and interpret campaign results to deliver key insights. • Manage and lead projects cross functionally throughout entire HSN organization. • Collaborate with CJ Affiliate by Conversant to drive additional sales, inside and outside of our 1,000 publisher network. Within first year… Show more • Collaborate with top external agency partners as well as with internal stakeholders including digital category, marketing, merchandising, and IT to prepare campaign plans and briefs, coordinate creative assets, and interpret campaign results to deliver key insights. • Manage and lead projects cross functionally throughout entire HSN organization. • Collaborate with CJ Affiliate by Conversant to drive additional sales, inside and outside of our 1,000 publisher network. Within first year at HSN, contributed to affiliate, display and paid search programs all growing YoY (some at over 67% YoY in net sales). • Manage content solution program with CJ Affiliate by Conversant. - Fall 2015 content campaign had a 3.9M reach & engagement of 15.6k. - Summer 2015 content campaign had a reach of 1.7M & engagement of 4.8k - Spring 2016 content campaign had a reach of 17.1M & engagement of 3k • Partner with lifecycle and credit card teams to execute segmented audience campaigns by leveraging affiliate partnerships. • Create and conceptualize weekly and monthly newsletters to send to 1,000+ affiliate partner base, and in less than one year, grew open rates including driving one of the top open rates for content newsletters through CJ. • Streamlined the HSN Today's Special campaigns within Marin by driving more revenue with less resources. • Owned the HSN paid search Today’s Special process and was able to increase CTR by 9% in first 10 months. • Assist with FB custom audience campaigns. • Manage and execute the template messaging and artwork for display remarketing partners. • Assist with external digital marketing coupon recommendations, approvals and updates. • Enhance site experience by conducting A/B tests. Tests include coupon landing page changes. • Work with the Omni-Channel team members including SEO, Paid, and Affiliate to ensure best customer site experience. While also working with customer retention and customer growth teams on overall HSN goals.



Bayshore Solutions

• Digital Marketing Manager

  • Jun 2011 - Mar 2015

  Tampa/St. Petersburg, Florida Area • Provide monthly analytical reports to clients using Google Analytics • Meet with clients on a monthly basis to interpret marketing results and discuss future plans • Provide search engine optimization (SEO) services to over several clients • Plan and create digital content and overall marketing strategies to achieve client goals • Help write and distribute press releases to support clients with branding and messaging • Ongoing social posting, networking, advertising, and… Show more • Provide monthly analytical reports to clients using Google Analytics • Meet with clients on a monthly basis to interpret marketing results and discuss future plans • Provide search engine optimization (SEO) services to over several clients • Plan and create digital content and overall marketing strategies to achieve client goals • Help write and distribute press releases to support clients with branding and messaging • Ongoing social posting, networking, advertising, and reporting on all social media platforms • Set up and monitor pay per click (PPC) campaigns in Google, Bing, Facebook, and LinkedIn • Generate inbound marketing leads though link building best practices • Conduct presentations for internal marketing team as a subject matter expert • Culture committee participant- Help enhance workplace atmosphere • Onboarding committee participant- Onboarding documents and first experiences for new hires • Contribute to company blog and podcasts with digital marketing expertise • Help create a positive user experience for client’s customers with site enhancements • Provide ongoing competitive analysis reporting to clients • Monitor client’s site health and conduct the necessary actions to correct • Content strategy creation through calendars and identifying the need through SEO results • Work with designers and developers during new site enhancements for clients • Set up usability studies for clients to view how users are interacting with their site • Help with business development by growing clients and prospecting for new clients Show less



Centurion Strategies

• Public Relations and Communications Services

• Jr. PR Account Executive

  • Feb 2011 - Jun 2011

  Tampa/St. Petersburg, Florida Area • Assist with press releases and distribution • Monitor and report on client coverage • Coordinate events for clients • Compile keyword search engine marketing reports • Research and report on quarterly TV ratings and add costs • Maintain client's Facebook pages



Bascom Communications & Consulting, LLC

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

• Public Relations Intern

  • Aug 2010 - Dec 2010

  Tallahassee, Florida Area • Look for opportunities through Cision • Update political candidates websites with current articles and press releases • Monitor news clips relating to the industry of clients • Put together media kits • Provide up to date email lists, email blasts and newsletters to clients



Front Burner Brands

• Public Relations Intern

  • May 2010 - Aug 2010

  • Create media lists through Vocus • Write pitches, advisories, and press releases • Contact the media to gain coverage • Look up editorial calendars, trade shows, speaking opportunities and award opportunities



Teen Baby Drive

• Founder

  • Aug 2005 - 2010

  • Created and implemented an organization to donate items to teenage mothers finishing high school • Organized a field trip to drop off items and had Santa distribute • Found students to continue the program after graduation