Digital Transformation

Below are some of the more impactful results from the digital enhancements I've made at various organizations over the years.

Consolidated and built the performance marketing department for a global Fortune 500 company:

Created and defined the strategic direction of all paid, earned, and owned media while managing the P&L for the digital marketing department
Added 7 additional headcount, increasing department size from 5 to 12
Doubled both the evergreen and ad hoc advertising budgets from +$5mm to +$10mm
Built a team of high-performing marketing experts consisting of:
- Paid media
- Social Media
- Web Development
- SEO
- Email
- Marketing Operations
- Analytics
- PR/Affiliate/Influencer
Transitioned marketing automation platform from Acoustic to Salesforce Marketing Cloud to reduce costs by 5%, improve efficiency, and create synergies with sales
Achieved 30x ROAS on revenue with 2.5x ROAS on bottom line margins through continuous campaign optimizations.

Built and scaled the digital and performance marketing function for a nationally recognized, legacy CPG brand.

Owned the P&L for all DTC eCommerce revenue and spend while defining the strategic direction through comprehensive analysis
Managed and grew an internal team of 4, as well as agency partnerships to drive all performance marketing channels
Evaluated and onboarded a digital advertising and SEO agency
Transitioned marketing automation platform from MailChimp to Klaviyo, realizing improved features, functions, and capabilities
Developed comprehensive reports detailing channel performance and business impact
Grew DTC eCommerce revenue by 59% YoY
Consolidated, measured, and optimized 3p marketplace ads across Amazon, Walmart, and Target
Oversaw the redesign and development of the new website
Developed GTM strategies for new product launches and measured the incremental sales as a result

Transformed the marketing department into a digital-first function for the second-largest MRO manufacturer and distributor in the US:

Brought the performance marketing function in-house, built and scaled digital ad platforms from the ground up.
Created a business case and obtained approval to test and launch a new Account-Based Marketing (ABM) strategy, building synergies between Marketing and Sales
Developed comprehensive reports detailing channel performance and business impact
Worked cross-functionally with Sales, Product Development, and Creative to optimize channel performance