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RESUME

Ulta Beauty
Sr. Manager, Content Studio

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

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

  • Leads 7-person content team incl. designers, video editors, creative producers & project managers; Hires, manages, & develops talent pipeline for content studio, incl. Content Strategy, Art Direction, Design, & Video;

  • Acting director for external agencies and production resources, including ONA, INK MGMT, Vidmob, McCann, VaynerMedia;

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

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

  • Creative Marketing Lead for record-breaking brand launches incl. Charlotte Tilbury, Sol De Janeiro, & WYN by Serena Williams;

  • Serves as Creative POC for all Brand Equity, Brand Partner, and DEI campaigns across Social and Media channels;

  • Served as Holiday 2023 Creative Lead for Organic and Paid social, establishing a content ecosystem fueled by consumer-insights. Paid social channels amplified 50+ organic pieces of content, resulting in 76MM impressions, 526K Clicks to site, $1MM in Web Revenue.

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.