Critical Mass | Remote (Los Angeles, CA)

Digital Experience Design and Marketing Agency

Vice President, Client Partner; CX Lead, 2/22 - Present

  • Spearhead the creation and continuous optimization of a comprehensive digital CX program for AT&T Fiber demand generation and growth marketing initiatives; increased purchase progression by 20% in the first 9 months and increased agency revenue by 101% year over year.

  • Lead the launch of a CMS-based microsite with dynamic audience segmentation and personalization capabilities, plus rapid A/B testing tools and multiple API integrations, from strategic planning, journey mapping, user experience and visual design and to technical development and deployment.

  • Forge strong relationships with clients and collaboratively guide 20-person cross-functional internal teams through ongoing 2-week delivery cycles including segmented marketing content, UX refinements, personalized user flows, new features and functionality, and test releases.

  • Provide strategic guidance to client product owner, working together to maintain 12-month rolling roadmap in alignment with business goals and in-market campaign initiatives.

  • Developed innovative, scalable agency engagement and delivery model with embedded test-learn-optimize program and bi-weekly analytics reporting to ensure data-informed decision-making; mentored grow of client service and project management team members.

POP | Seattle, WA

Digital creative agency

Senior Account Director, 2/21 – Present
Account Director, 4/19 – 1/21                        

  • Redesigned Target Corporation’s corporate website and led a multi-year optimization program, managing cross-functional teams across audience strategy, UX research, content creation and data reporting initiatives; evolved the partnership from technology provider to strategic advisor.

  • Supported Microsoft’s learning and education teams by managing the development of multiple audience profiles and associated go-to-market strategies, plus generation of upper- and mid-funnel deliverables including audience segmentation, short- and long-form thought leadership content, and B2B social media strategy and assets.

  • Partnered with Gap Inc, U.S. Olympic & Paralympic Committee, Shipt and Kyndryl (IBM) to re-design and re-platform their websites to improve alignment with brand and marketing strategy, audience needs and technological advancements.

  • Owned and fostered up to four client programs simultaneously, consistently exceeding revenue goals by 15% annually through a balance of business acumen, technical expertise, knowledge of industry trends and relationship management skills.

 

Freefly Systems | Woodinville, WA

Camera Movement Systems for Filmmakers

Marketing Manager, 2/18 – 2/19                        

  • Led an in-house, cross-discipline marketing team in a high-tech, start-up environment.

  • Defined and led the product launch for the Movi Cinema Robot, managing a comprehensive D2C customer acquisition strategy, including the planning and execution of influencer and social campaigns, content creation and channel partner merchandising and support programs.

  • Orchestrated multiple product launches, providing strategic direction and messaging plans to creative team while aligning marketing initiatives with business objectives.

  • Identified gaps in the B2B customer journey for the underperforming MoVI XL and developed an online case study series by collaborating with customers to showcase real-world use cases.

 

50,000feet | Remote (Chicago)

Independent Brand Consultancy and Creative Agency

Account Supervisor, 3/16 – 2/18
Senior Account Manager, 4/12 – 2/16                         

  • Cultivated a single project into a long-term partnership with Sony Electronics; developed an omnichannel campaign for their first mirrorless camera release as well as four subsequent product campaigns and five seasonal campaign toolkits. Led a multi-disciplinary agency through research analysis, creation of value propositions and messaging frameworks, creative concepting and delivery final photography, print, digital and video assets.

  • Facilitated end-to-end planning and delivery of a consolidated brand strategy for Monark Premium Appliance Co. in preparation for a national merger, leveraging strategic insights to develop a compelling value proposition and executed via an identity system, direct mail, print brochure, website, print campaign and 12 retail showrooms.

  • Led delivery of seven large-scale website launches, including implementation of a 10,000+ product catalog into a Magento ecommerce system and integration of API investment data; interfaced daily with technical teams, from requirements documentation to day-to-day ticket management.

  • Managed the production of 10 photo/video shoots, including at-retail video, product photography, lifestyle photography and campaign photography. With the support of production partners, we managed storyboards, photographer selection, location selection, casting management, on-set coordination, post-production and delivery.

  • Expanded the account management discipline from solo to a 7-person team. Established new processes and documentation and hired and mentored team new members. 



Education

Bachelor of Arts, Advertising & Public Relations
Grand Valley State University, Allendale, MI