Merchstores – VP Marketing & Technology
New York, NY / September 2020-present
Led overall digital marketing strategy, customer acquisition, retention through marketing automations, building tech stacks, and optimizing acquisition channels for internal brands and client Ecomm properties. Managed ad operations and tagging/analytics, development & creative teams, agencies, and launch collaborations with Andrea Bocelli, talent from Bravo’s Real Housewives, Paper Magazine, RuPaul’s Drag Race, and content creators. Implemented operational structure and workflows.
• HYPERiCONiC.com – Licensed pop culture apparel & clothing: Developed Ecomm/Wholesale website and retail brand with 300+ licenses in TV/Movie, Music, Gaming, and content creators and 110,000 SKUs. Managed performance media agency partners with $15K monthly budget for Google & Facebook. Implemented email/sms automations, personalization A.I. and loyalty strategies, and post-purchase retention systems (customer service, upsell/cross-sell, reviews, and automated returns).
• DragQueenMerch.com – Licensed fan merch for LGBTQ+ entertainers & indie artists: Restructured and migrated platform, elevated creative assets and brand messaging, enterprise merchandising for 80,000 SKUs, organized tag hierarchy, managed SEO agency and tech team on new enhancements, implemented email/SMS systems and promotions, and managed influencers and partnerships. Launched ongoing collaborations with Trixie Mattel and various high profile talent. Managed full-funnel performance marketing campaigns with Meta & Google Ads.
• AOP Plus – Provided ongoing consulting to enhance UI/UX and B2B marketing strategies for a production partnership with a SaaS print-on-demand app that integrates to Shopify & Ecomm platforms .
• CoverMyMouth.com – 1500+ Face mask designs (short-term project): Built a single-product Ecomm retail/wholesale (museums, schools, boutiques) and Amazon business from ground up during onset of pandemic and grossed $1.3M in first 7 months. Partnered with World Food Kitchen & Trevor Project charities.
Giant Spoon – Associate Account Director
New York, NY / March 2017-March 2020 (Impacted by COVID-19 downsizing)
Accounts: Synchrony (largest account/AOR), MassMutual (Media AOR), Netflix, Cole Haan, lilBits, Under Armour
- Currently: Building Synchrony’s B2B content platform ‘State of Pay’ and white-label production partnership with NYTimes; launching B2C Synchrony’s micro-loan finance/credit app in Q2’20; and building social for Synchrony Payment Solutions.
- Previously led and executed MassMutual’s re-brand & media program ($35MM) for Brand, DTC, & partners.
- Accolades: The Unsung re-brand campaign & CNN’s first-to-market New Year’s Eve live ad
- Creative Media Award, Winner – MediaPost OMMA & Content Marketing Award, Finalist – Digiday
- Spearheaded execution of Netflix’s Outlaw King movie premiere ax-throwing experiential activation, Highland Hatchet
- Produced content partnerships, A-list event activation & digital experiences with Lena Dunham’s Lenny Letter for Cole Haan’s Extraordinaries campaign feat. Karlie Kloss & Christy Turlington & managed $10MM in media.
- Responsible for leading go-to market strategy, tactical media plans, content/experiential production, creative development, and partnership activations across finance, retail, beauty, fashion, lifestyle & entertainment brands.
- Developed internal processes for content production, influencer management, and standardized operational workflows to streamline cross-team efficiencies.
- Consistent with meeting budget forecast and yielding high ROI.
TopView Sightseeing – Freelance, Consulting Director, Marketing
New York, NY / 2016-2017
Angelwreaths – Freelance, Consulting Director, Marketing
New York, NY / 2016-2017
Vivial (formerly LocalVox) – Group Director (Enterprise/SMB)
New York, NY / 2014-2016
(RED) – Freelance, Consulting Director, Marketing
New York, NY / 2013-2014
Stella Rising – Executive Director, Marketing, Digital
New York, NY / 2011-2013
Zeta Interactive – Director, Search & Social
New York, NY / 2010-2011
LexisNexis – SEO Manager
New Providence, NJ / 2007-2010
Freelance – Marketing Consultant
New York, NY / 2006-2010
Saks Fifth – Assistant Dept Manager (Fragrances & Cosmetics)
Short Hills, NJ / 2004-2006