Turned marketing from an unmeasured cost into a funded growth engine.

Head of Growth Marketing

$1.27B NASDAQ specialty retailer and consumer lender, roughly 1,549 stores across the US and Latin America. Reported to the CMO, leading a 5-person growth team and 3 agencies inside a 40-person marketing function.

• Produced the company's first blended CAC of $30 against a $300 LTV by directing a LiveRamp and Cuebiq identity-resolution build tying online media to in-store sales.
• Grew the marketing budget from $1M to $4.5M by proving the channel with attribution rather than arguing for spend.
• Ran a $500K paid social campaign on 100 percent AI-generated creative, testing far more variants than a traditional production pipeline at no added cost.
• Built AI probability-scored segmentation ranking customers by likelihood of moving to a higher-profit tier, plus AI dashboards that automated reporting and avoided a dedicated analyst hire.
• Built paid search from zero to 200,000 sessions a month, up 150 percent year over year from 2023 to 2025.
• Owned the marketing side of a Bloomreach build end to end, connecting it to Meta, Google and Yelp through Conversions API with SOPs and QA.
• Reallocated $300K from print and postage into advertising by replacing paper loan reminders with triggered SMS, email and WhatsApp journeys.
• Scaled the EZ+ loyalty program from 1.5 million to 7 million members, including a Latin America launch.

Director of Growth Marketing

National direct-to-consumer subscription fitness brand. Recruited to bring paid media in-house from the agency and rebuild acquisition, then moved on as the in-house model stabilized.

• Cut cost per lead from $17 to $7 and class enrollment CPA from $20 to $4 in the best market by bringing paid media in-house across paid social, search, metro out-of-home and mobile-ID retargeting.
• Built the Zapier-to-CRM auto-enrollment the prior agency never had, and set channel CPL and cost-per-qualified-lead targets off lifetime value with the GA4 measurement to enforce them.
• Delivered a six-week campaign cycle producing 10,000 new client signups, with recurring member revenue up 48 percent and client visits up 54 percent against 2021.

Director, Marketing Strategy

Mass-tort consumer acquisition firm. Owned the funnel to signed retainer inside a $24M annual advertising program, personally managing $6M of it, then moved on to lead growth at a subscription brand.

• Drove cost per qualified lead to $25 against a $900 retainer value at 1,000 qualified leads a month through a native Yahoo DSP channel built and run in-house.
• Managed the funnel against three cost gates, cost per lead, qualified lead and signed retainer, across nine consumer claim categories in a regulated, multistate environment.
• Ran qualification as owned infrastructure: a round-the-clock contact center, Five9 telephony, Salesforce intake, and SMS and email nurture to a signed outcome.

Director of Marketing

Publicly traded direct-to-consumer education company. Promoted from Senior Product Manager to Director of Marketing across a five-brand private-pay portfolio of courses and physical curriculum materials on a $6M budget.

• Directed 7 marketing managers and 3 agencies across the five-brand portfolio, driving new demand and bringing new products to market.
• Lifted conversion 3 percent and NPS 10 percent year over year, and set the k12courses.com record of $106K in revenue across three days.
• Rebuilt the Tealium pixel implementation so channel attribution and ROI were accurate for the first time, redirecting budget to what worked.
• As Senior Product Manager, led go-to-market for a product launch and tested free trial with and without a credit card gate, adding hundreds of incremental orders in month one.

Digital Consumer Marketing Manager

USA TODAY Network, 108 local publications. Built the subscription-acquisition engine across the network on a $5M+ budget.

• Built the behavioral automation program that drove 20,000+ new subscribers, leads and trial activations, plus the pricing models and paywall and meter tests behind it.
• Trained and mentored the 50+ local marketing managers who ran the program in market.
• Named Gannett Digital Marketer of the Year, 2015, for innovation in publishing and paywall conversion.

eCommerce Manager

Multi-brand direct-response ecommerce across a physical product portfolio with warehousing and fulfillment.

• Launched LightStim red light therapy, a home beauty device sold direct to consumer, A/B testing two commercial versions on television and rolling the winning offer to the website.
• Ran timelife.com and its microsites through a WebSphere to Ruby on Rails re-platform and drove the testing that cut bounce and lifted conversion.
• Managed online marketing across social, display, search, affiliate, email and merchandising, including the affiliate program through LinkShare.

Earlier Experience

• Affiliate Marketing Specialist at PayPal / Bill Me Later, managing merchant and affiliate-network relationships across the acquisition program.
• Ad Operations Manager at AOL and Advertising.com, optimizing delivery and revenue across a large online campaign portfolio.