Results-driven paid media leader with 12 years directing SEM, SEO, Paid Social, and CRM programs across ecommerce, B2B, B2C, and local verticals. Combines hands-on analytics and rigorous A/B experimentation with AI-driven workflows to improve ROAS, reduce CPA, and scale channel performance. Partners with cross-functional and senior stakeholders to translate performance insights into strategy and measurable, repeatable growth.
Work History
12 Years Across Agency, In-House & Enterprise Media
•Own strategic and budget oversight for 100+ paid media accounts totaling $9.5M in spend, translating business objectives into channel strategy, pacing, and portfolio-level optimization.
•Direct a team of 7 SEM and SEO specialists, providing strategic guidance, mentorship, and performance governance across a matrixed organization.
•Hired a new SEO Lead and revamped the service offering, driving 40% YoY revenue growth.
•Built a business economics discovery framework and conversion tracking methodology that connects ad spend directly to real revenue and margin, not just platform-reported leads.
•Restructured a winery client's Google Ads campaigns around a Target ROAS model tied to onsite Winery Visit conversions, doubling tasting room visits YoY and increasing tracked revenue by 95% YoY.
•Directed cross-functional teams through planning and execution of marketing initiatives, ensuring alignment with business goals and timelines.
•Launched an Adobe Target proof of concept pilot to enable personalization and continuous optimization, resulting in a 44% increase in website engagement.
•Successfully planned and executed the first mobile app analytics implementation using Adobe Analytics, enabling end-to-end user behavior tracking.
•Led Google Shopping feed integration, generating $150,000 in incremental weekly revenue.
•Directed SEO strategy that achieved number one market share for decking-related search terms, outperforming The Home Depot, Lowe's, and Menards, and produced the most page-one keyword rankings in company history.
•Directed end-to-end digital marketing strategy, providing strategic direction and coaching to internal team members and agency partners across the full customer journey.
•Directed the paid campaign to increase awareness for Cargill's Nutrena brand resulting in 285,652 brand impressions and 3,616 visits with a conversion rate of 22.7%.
•Launched new salary guides to provide thought leadership lead magnet which resulted in 171 incremental leads with a conversion rate of 38%.
•Concurrently ran freelance marketing (The Local Demand) for Core Exteriors, driving $1.5M in first-year revenue with YoY growth over the following two years.
•Served as sole SEO strategist and account manager for a portfolio of up to 20 clients, driving optimizations and translating performance data into clear, client-friendly reporting.
Digital Marketing Associate
Revo Brand Group | Plymouth, MN
Jan 2014 to Feb 2015
•Grew 50 Campfires' monthly reach to over 3 million by executing social strategy across Pinterest, Instagram, and Twitter while authoring 50+ SEO-driven articles on trending outdoor topics.