Ulta Beauty
Sr. Manager, Content Studio

• Creative Lead for social & digital channel portfolio (incl. FB/IG, Snapchat, TikTok, Pinterest, Display, Programmatic);

• Leads 7-person content team incl. designers, video editors, creative producers & project managers, while serving as POC for external

• agencies;

• Stood up first-ever, in-house content studio, dedicated to social & video, requiring process, personnel & ways-of-working overhaul;

• Develops content strategy frameworks, creative playbooks, production standards, and team resourcing strategy;

• Builds strategic, data-driven creative briefs to inform marketing assets from internal and external production partners;

• Directs end-to-end video production and motion storytelling to bring brand priorities and promotional campaigns to market;

• Directs creative outputs in partnership with external agencies and production resources, including McCann, Vidmob, UB Photo Studio

• Two-time Emmy-winning creative & brand marketing leader with over 13 years of experience in retail, entertainment, & media.

• Extensive experience telling nuanced consumer-centric stories for F100 brands across multiple sectors incl. Retail, Entertainment, Media

• Empathic, curious, and adaptable, cultivated through international upbringing, leading diverse teams, & targeting dynamic audiences.

• Planned creative strategy & development of $41MM in paid advertising deliverables (2023), up from $35MM in 2022.

• Partnered closely with Strategy and Media Planning to develop full-funnel marketing campaign strategy and go-to-market execution;

• Built informed, best-in-class creative by leveraging performance insights and creative scoring assessments through third-party data.

The Home Depot
Creative Manager, Social Media

• Leads creative direction & strategy for paid media campaigns that serve brand-critical initiatives (College GameDay, Black Friday, Spring Event, etc.)

• Directed cross-functional team of 10+ creative producers, project managers, designers, & agency partners (TradeSchool, TRG, BBDO) responsible for comprehensive asset deliverables on $30M in digital & social ad spend

• Owns & manages creative production budget of $8M+, executed across marquee digital channels (Facebook/Instagram, Pinterest, Twitter, Snapchat, NextDoor)

• Maps brand strategy & vision into creative strategy, inclusive of audience targeting, KPIs, audience-centric messaging, creative tactics, & production considerations

• Collaborates across verticals (Broadcast, OLA, Print, CRM) on National Brand Creative to build cross-channel creative, audience-first messaging & cohesive visual representation

• Implemented C-level strategic shift from SKU-level marketing to customer-focused brand initiatives through evolution to cross-functional Agile pods workflow; Serves as Social Creative Lead on pod team

• Steward and advocate for creative reviews & performance share-outs to executive leaders & stakeholders

• Drives 360° creative production decisions, including selections on talent & casting, location, directors, post-houses, A/V, etc.

• Leads full-service social creative team of 12 members, across creative execution, project management & partner/client relationships;

• Manages ecosystem of vendors (e.g. Scott’s, Traeger, Google) from end-to-end, across social strategy, concept, production, post-production & activation;

• Guided first-ever remote production ($14M+ in campaign spend, $2M in creative production budget) during the COVID-19 pandemic to produce best-in-class creative while managing budget, timing, & regulatory parameters;

• Serves as executor & gatekeeper of Global Brand Standards; drives periodic refreshes, based on social/digital platform updates, & template evolution based in formalized A/B testing;

Brit + Co
Director of Marketing

• Led strategic development & implementation of all brand & marketing activities – Social Media, Email, and eCommerce (Online Classes) verticals – for a female-centric media company with 8MM monthly readers;

• Partnered cross-functionally with Content teams (Video, Editorial, Design) to build out effective go-to-market plans for all content within the portfolio;

• Translated strategic direction from leadership into OKRs & tactical actions that serve as guideposts for the department to deliver on;

• Supervised & directed Managers/Coordinators to drive overarching marketing strategy;

• Directly responsible for vetting & approving all digitally-native, consumer-facing messaging. Extreme focus on brand voice (copy), industry positioning, & content strategy to solidify brand equity in ever-evolving marketplace;

• Partnered with internal Data Science team to assess weekly, monthly, quarterly performance tracking against vertical KPIs. Adjusts content and strategies according to reported results;

• Led the hiring of several key members of Marketing Department during a point of transition for the company; meticulously vetted candidates to ensure alignment with company mission and growth strategy.

PMK*BNC
Senior Digital Strategist

• Developed & implemented digital marketing campaigns for F500 companies (American Express, Audi, PepsiCo); secured top-tier talent (1M+ followers) for campaigns with average social reach of +45M;

• Led internal and client-facing strategy meetings to accomplish business goals on budget and on time;

• Built comprehensive campaign budgets ranging from $100K to $2M; determined spending strategy, supervised execution, tracked progress, and reported weekly findings to client partners;

• Led compensation negotiations and contract signing for digital talent, acting on behalf of clients;

• Managed a team of Strategists and oversaw all personnel development within fast-growing department.

  
  
  

The Ellen DeGeneres Show
New Media Producer

• Built a social community of over 125M (+48% YoY, 42M+);

• Produced engaging, award-winning, content across various verticals and format-types;

• Analyzed performance metrics across platforms to evaluate effectiveness & adjust strategy as needed;

• Created, owned and managed Social Media Content Calendar;

• Responsible for growing the show’s social reach through always-on content strategy & further our relevance in entertainment landscape;

• Monitored topical news, surveying prime opportunities for the Ellen brand to join the global conversation;

• Partnered with Third-Party brands (i.e, Google, Target, Ford) on paid campaigns to grow mutual visibility;

• Led daily strategy meetings with Executive Producers to determine effective digital distribution of show assets (video, photos, possible viral content);

• Streamlined workflows with Sales, Talent, Writing, & Production Departments for optimal efficiency;

• Managed a team of three digital storytellers & analysts.

Awards While at The Ellen Show:

• Daytime Emmy Winner: Outstanding New Approaches, Enhancement to a Daytime Program – 2015, 2016

• People’s Choice Winner: Social, Celebrity/Fan – 2016;

• Webby Award Winner: Social, Celebrity/Fan – 2017;

J.Crew Corporate
Merchandise Assistant

• Assisted senior-level merchants for Crewcuts wovens & knits departments;

• Calculated & analyzed sales reports to inform promotion, marketing & cross-functional decisions;

• Responsible for inventory, pricing, & assortment planning, as well as all Purchase Order processing;

• Designed, developed & grew the girls & boys knit assortment for Fall 2014 to Spring 2015;

• Created, presented, & implemented trend-forecast reports in monthly management meetings.