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Click here or scroll down to respond to this candidate Candidate's Name
GROWTH & PERFORMANCE MARKETER
INTRODUCTION CAREER PROGRESSION
I build successful digital marketing strategies that
HEAD OF NEW CUSTOMER ACQUISITION (PAID MEDIA) + ONBOARDING & LOYALTY (CRM)
increase brand awareness, promote customer
FRESHLY, INC. OCTOBER 2021-PRESENT
engagement/retention while driving quality traffic,
and conversions. Lead strategy, forecasting, and execution of new customer acquisition for both digital & offline
marketing channels.
Develop new acquisition marketing strategies & funnels for our growing product offerings.
PROFESSIONAL SKILLS Own, drive, and report on key metrics related to CAC, acquisition, channel/campaign LTV, and overall
channel growth.
Campaign Strategy Scale new customer acquisition channels across paid digital (FB/IG, PPC, Affiliate, Pinterest, App,
Brand Marketing Display), Offline (TV-Linear & Streaming, Direct Mail, OOH, Podcasts), and Organic marketing channels
Performance Marketing
(Email, Referrals, & SEO).
Data Analysis
Omni-Channel Execution
Develop a strategic roadmap that utilizes a multi-channel strategy and leveraging the company's
A/B Testing capabilities and value props.
SQL Proficient Partner with Data, & Finance teams to plan budgets that drive efficient customer growth, and set a
Paid Social Media Marketing strategic approach for balancing growth priorities with hypothesis-led risk-taking.
Display Programmatic Work closely with Data and Analytics partners to develop performance measurement reporting and
SEM/SEO
media mix modeling to demonstrate the impact of high funnel activities.
Affiliate Marketing
SMS/OTT/OOH Identify opportunities for product optimization in the customer journey and champion product changes to
Direct Mail facilitate growth channels.
CPG & Entertainment Industries Identify and sponsor new marketing technologies and vendors that will improve reach and efficiency.
Food & Beverage Provide expertise, vision and leadership to drive subscriber retention with our digital customers and Freshly
Mobile App Acquisition
loyalty program with a growth mindset and a focus on new ways to innovate on personalized experiences;
Communications
New Customer Acquisition
define and implement strategies that successfully built profitable, long-term customer relationships
CRM Onboarding & Retention Email Marketing leading to greater share of wallet and brand affinity.
Lead the development of experience strategies rooted in business and brand goals, customer data and
channel-level best practices across paid and owned marketing channels.
Lead the Loyalty go-to-market plan and integrate loyalty campaigns into our marketing calendar that
deliver on the overall Freshly s brand experience.
Guide and collaborate with our internal and external agencies (Media, Creative, Marketing Operations) on
the development of all marketing communications (from insights to brief to production to deployment).
Contact: Champion an omni-channel mindset in implementation of marketing campaigns.
EMAIL AVAILABLE Built and managing a successful team while fostering a culture that aligns with and promotes company
PHONE NUMBER AVAILABLE values.
Analyze business performance creating monthly and quarterly reviews.
EDUCATION App and PUSH strategy and execution along with dev and technical updates.
B.S. in Journalism SR. DIRECTOR, GROWTH AND PERFORMANCE MARKETING
Florida International University KOSAS COSMETICS, MARCH 2020 - OCTOBER 2021
Owned performance marketing programming by developing and executing plans to generate short-term
MY INTERESTS new customer acquisition, repeat purchase and sales, while building a foundation for long-term growth.
Drove the strategy behind all existing channels; identify and test new channels.
Managed and tracked media budgets, forecasts and reporting at channel level for traffic, revenue,
Live Events
spend, ROI and other performance KPIs.
Painting and Ceramics
Partner closely with Finance on budget planning and forecasting, pacing and efficiency updates.
Reading and Writing Plan, execute and measure tests to lower CAC and increase conversion. Continually optimize through
Travel cadence of testing, including audiences, creative and landing pages.
Work closely with Creative and Brand teams on asset development for evergreen and 360 campaigns.
Determine the optimal categories / products through which to acquire new customers, keeping in mind
acquisition cost and future LTV.
SEM: Revenue +366%, improving efficiencies by +149% YOY. Scaled out Search efforts to include Non-
Brand Terms and Competitive Targeting, which is vital for pushing a full-funnel like strategy.
SR. DIRECTOR, GROWTH AND PERFORMANCE MARKETING
KOSAS COSMETICS, MARCH 2020 - OCTOBER 2021 (continued)
Google Display: Restructured Display and Discovery media to help drive brand awareness and support new product launches, leveraging Google Analytics
audiences along with Affinity, In-market, Custom, YouTube engagement etc, to help scale our Google strategy helping drive 4X the conversions.
Paid Social: Revenue +241% while driving 3X the efficiencies and increasing Conversion Rate by 8X.
Display/Programmatic: Revenue +42X YoY while driving efficiencies of +248%. Full funnel execution prospecting and retargeting including First party data,
along with non-converters.
Affiliates: Scaled Publisher and Micro/Marco Influencer program to increase Conversions by 8X driving +7X Revenue YoY and +30% more efficient.
Led cross-channel campaign executions with CRM team to help increase Email CR to 12% while reactivating +70% dormant users.
Developed Content Strategy working closely with creative team to help drive testing and learning plans, to measure performance across paid and owned
channels, across initiatives including Evergreen, New Product launches and key beats.
Own tactical marketing calendars across Paid Media, Retention, Social, PR, Editorial, Retail, and Creative via Smartsheets to streamline executions and
ongoing partnerships.
Vet, SOW and on-board new brand partners to help support brand messaging, vision and growth via micro/macro influencers - including Instagram, TikTok,
YouTube and Podcasters.
Shopify platform knowledge.
Strong data and analytical background with Google Analytics, Google AdWords, Facebook, DSP's and Affiliate partners.
Developed and launched Sampling program, subscription program (to launch early Q1 2022).
SR. DIRECTOR, PAID MEDIA/PERFORMANCE MARKETING
PAIGE, LLC. June 2019 - 2021
SEM: Revenue +38% $5M
Traffic +354% YoY 2.6M sessions
Built and managed internal paid media team to help drive efficiencies on outside vendors and enable a cohesive marketing strategy.
Developed CRM strategy including cross-retail partnerships with WHOWHATWEAR, Nordstrom and others, to help ensure promotions and discounts were
aligned.
Developed data analytics reporting to help create forecasting tools setting goals with KPIs including CAC, CVR and more.
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Scaled out Search efforts to include Non-Brand Terms and Competitive Targeting, which is vital for pushing a full-funnel like strategy on search in June.
Capturing intent of competitors or of generic product searchers like, Skinny Jeans, Men s Bomber Jackets, etc.
Google Display: Expanded Display efforts in August, and added YouTube as a new full-funnel channel in September. Similar Audiences:Similar to All
Visitors 30 Days Similar to All Visitors 540 Days Similar to Shopping Cart, Custom Intent: Top performing non-branded keywords to build a custom-intent
audience, and urls that audience would also be visiting.
Paid Social: Revenue up +104% and 8X return on ad spend on Facebook and Instagram, driven by full-funnel campaign structure, variety of content, and
audience targeting. Traffic up +174% YoY, 386k sessions to the site.
Display/Programmatic: Launched full-funnel execution (Prospecting new customers and retargeting non-converters) on Quantcast +4X Revenue ($264K
Platform revenue), +2X traffic (46k), and +4x ROAS at 9.24.
Affiliates: Reworked commission structure based on traffic drivers vs revenue drivers. Cut Costs back -18% in Q3, while increasing revenue +25% to $772k.
Launched Evergreen Statics on Affiliates to help us capture a larger scope of new customers, including men s and maternity.
DIRECTOR, PAID MEDIA , GROWTH MARKETING
Ticketmaster/ Live Nation, 2017-2019
+224% Revenue growth YoY $400M 2018 and $70M 2017.
Built and scaled Paid Social Media marketing program at Ticketmaster across NFL, NBA, NHL, NCAA, Concerts/Festivals, Arts & Family, and more.
Structured the strategy and foundation for the new in-house social team, overseeing channel buying strategy, setup, execution and analytics/attribution.
Increased scope of social execution including new ad placements and new channels including Snap, Pinterest, Spotify, and Pandora.
Strong data background including Facebook API Order ID data, Google Analytics, SQL proficient.
Maintain and evolve a testing framework to expand our volume & pace of learning across the business.
Work with team to report and analyze campaign performance, on a daily, weekly and monthly basis; develop insights and make recommendations for
action and opportunities.
Lead reporting and analytics across all channels and own the performance of all relevant KPI's (LTV, CAC, contribution margin, channel ROAS targets,
ETS targets, retention cohorts, customer churn feedback, etc.) season to date, campaign level, league/team, tour/artist level.
Manage and oversee outside agency partners to optimize and expand upon existing campaigns.
Continually tweak and optimize campaign creative, copy and audiences to ensure campaigns do not create fatigue and are reaching the most efficient
audiences
Omni-channel execution across Paid Social, CRM, Display and more.
Champion best practices regarding the measurement of ad effectiveness, as it relates to marketing effectiveness and multi-channel campaign
optimization.
Support product/engineers to build in-house automation campaign creation and reporting for Facebook/Instagram, which cut internal expenses by
-$2M/year.
Drive Paid App Acquisition strategy and execution to increase installs +757% YoY, including Apple Search Ads, Facebook/Instagram, Twitter, Pinterest
and Snap.
DIRECTOR, PAID MEDIA + BRAND SOCIAL
Capital Brands, 2014-2017
Develop, communicate and execute social media marketing strategy to help grow brand recognition and consumer loyalty via social and digital
channels and public relations.
Manage budget of $25MM for marketing across Facebook, Instagram, Twitter, Pinterest, YouTube, Vine, and Snap. Google, BING!, Display, etc.
Hands-on execution of ad bid/budget management, new campaign creation, audience refinement and new ad generation using various social ad
platforms, monitor and actively report on performance, analyzing results to build upon best practices and market trends.
Drive best practices around data-driven decision-making, testing, growth, and forecasting.
Building and deploying compelling and thoughtful content calendars to drive growth in our brands.
Clearly identify growth and engagement goals for each platform.
Quickly creating, executing, and optimizing digital advertising campaigns while understanding how the budget spent is directly impacting the
company s growth.
Helped develop and launch NutriBullet Superfoods, Protein Powder and Brand partnerships with Dole and Thrive Market and more.
Use Sprinklr to craft and edit content on a variety of platforms (Facebook, Instagram, Twitter, Pinterest, and YouTube).
Identifying and capitalizing on social media content and marketing trends.
Contribute to research needs in support of various business verticals, working with analytics tools to provide key strategic insights for executive teams
Built performance marketing teams, analytics, content, and cross channel strategy to help drive our DTC business up to 60% in three years.
Help educate the value of social marketing and demonstrate the commercial application within the marketing funnel.
Analyze impact of social media marketing activities from a business perspective to see how it supports digital, marketing and larger business
objectives.
Experience facilitating cross-department strategic social media, digital, and integrated marketing campaigns including influencer marketing, short
and long form TV, product placements, and more.
SEO/SEM meta-tagging and keyword bidding in both English and Spanish.
SR. ACCOUNT EXECUTIVE/PUBLIC RELATIONS MANAGER
Murad, LLC -2010- 2014
Media Relations with an emphasis on Regional and National Television; Regional, National and Satellite Radio; and Digital Media (including
Hispanic markets).
Develop and sustain excellent media relations in both LA and key outer markets and proactively work to identify effective PR opportunities.
Develop press materials; pitch and secure placement for stories in broadcast, print, and digital media.
Develop, strategize and execute Social Media campaigns (both Brand and Paid), monitor, provide insights and manage several platforms including
Facebook, Twitter, YouTube, Instagram, Vine, Pinterest, Stumbleupon, Reddit, LinkedIn, We Heart It and more.
Research and identify key influencers, bloggers and online media in designated verticals.
Identify, establish and manage on-going influencer/brand ambassador programs.
Work with the product team on Bundle offerings for subscription packages focused on overlapping skincare concerns.
Understanding of digital marketing & eCommerce a plus, specifically: social, mobile, SEO and emerging search trends.
Strong analytical and numerical skills, logical thinker and high attention to detail
Track program outcomes and make recommendations for program adjustments in order to optimize and implement best practices.
Self-starter who is effective working independently with the ability to work in fast-paced, deadline-driven environments.
Ability to develop creative, newsworthy PR campaign strategies and promotions that resonate with the target audience to achieve campaign
goals.
SR. ACCOUNT EXECUTIVE/PUBLIC RELATIONS MANAGER
Productivity, Inc. 2006-2010
Managed client 27 accounts: generating all press materials including press releases, client activity reports, national and regional outreach in print, radio,
television, trade, and consumer publications. Secured coverage for clients in outlets such as The View, The Today Show, Good Morning America, The
CBS Early Show, The Rachael Ray Show, Time, Newsweek, The New York Times, People Magazine, US Weekly, OK! Magazine, Star Magazine, InStyle, and
more.
Pioneered Social Networking for company and clients including via Facebook, Twitter, and LinkedIn.
Formalized, developed and executed Brand Marketing Campaigns.
New business acquisition and development, securing seven new accounts in first six months at the agency.
Event coordinating and planning for clients, including Cloud B and the Richie Madden Foundation Christmas Event at Paramount Studios which garnered
media coverage, catapulting Cloud B into mainstream.
Attend trade shows promoting current clients, as well as outreach to new clientele for new business acquisition.
Create Public Relations Campaign Proposals for potential clients, drafting RFP, RFP Responses and outsourcing.
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