Digital Marketing and Content Performance Leadership

Creative, data-inspired, results-driven, and entrepreneurial digital, content, and demand generation marketing manager with a proven track record leveraging hands-on problem-solving skills to take ownership of the full spectrum of digital strategy and growth through lifecycle, acquisition, engagement, conversion, and retention marketing and delivering within expected timelines and budgets. A solid history of conceptualizing and implementing powerful growth strategies from concept to execution and refinement, project management, research and data analysis, experimentation, tracking and optimization, and from customer acquisition and engagement to conversion and retention. Proficient in Microsoft Office Suite, Adobe Creative Suite (primarily Photoshop and Illustrator), WordPress, HubSpot, ExactTarget, Eloqua, Salesforce, HTML, CSS, Google Analytics, Figma, and SharePoint.

  • Brings expertise in marketing programs, operations processes, and campaign development for websites, landing pages, email, and content strategies, as well as digital design, testing, optimization, market intelligence, analytical skills, developing data-informed digital marketing programs, PPC, display advertising, media metrics, marketing budget, and key performance indicators (KPIs).
  • Exemplary background in monitoring and applying digital marketing trends to optimize campaigns and exceed business goals in higher education, banking, insurance, healthcare, SaaS, and other industries.
  • Leverages well-developed organizational, interpersonal, written, and verbal communication skills to lead matrixed teams, collaborate in fast-paced environments, promote products and services, and improve the customer experience.
  • Delivers synergistic benefits to employers and clients of all sizes, from SMBs to Fortune 100, as exemplified by contributing to developing engaging content, responsive email campaigns, and website experiences for engagement, acquisition, and retention.
  • Growth Marketing & Management
  • Digital and Content Strategy and Management
  • Search Engine Optimization
  • User/Customer Experience (UX, CX) Optimization
  • Personalization and Engagement
  • Inbound Methodology
  • Google Ads, Social Media, PPC
  • Market Research and Insights
  • Team Building and Development
  • Promotional Marketing Campaigns
  • Email and Social Media Marketing
  • Data and Behavioral Analytics
  • A/B Testing and Conversion Optimization
  • HubSpot Expert
  • Marketing Automation
  • Acquisition, Engagement, Conversion, and Retention
  • Persona Development
  • Cross-functional Collaboration

Professional Experience

California Holistic Mental Health Care

Digital Marketing and Content Strategist

San Diego, CA (Remote)

June 2023 – Present

California Holistic Mental Health Care

San Diego, CA (Remote)

Digital Marketing & Content Strategist

June 2023 – Present

Retained on contract to develop a comprehensive omnichannel marketing plan, including market research, competitive analysis, audience segmentation, and go-to-market strategy.
  • Defined KPIs and analytics framework to measure campaign performance and inform strategic decision-making.
  • Researched and evaluated practice management, CMS, and marketing automation platforms to streamline lead generation and nurture processes and selected HubSpot based on ease of use, website integration, and tremendous customer support.
Meta – Facebook

Menlo Park, CA

Content Strategist II, Content Designer

Mar. 2021 – Mar 2023

Meta – Facebook

Content Designer/Content Strategist II

Menlo Park, CA (Remote)

March 2021 – March 2023

Tasked with creating a user-centered content strategy for Stars monetization, FB Ads, and Meta’s Creator initiative, which focused on helping creators earn income from their growing fan base. Contributed to project discovery and applied project management principles to content delivery for multiple projects and teams. Improved short- and long-form content design, usability, accessibility, and user experience for increased participation and monetization opportunities. Oversaw content delivery schedules for digital products, improving creator discovery, user growth, engagement, and fan engagement.

  • Increased engagement with creator posts by 40% and new creator views by 93.3%.
  • Led A/B testing and optimization of contextual messaging, resulting in a 39% increase in click-throughs on notifications and SMS, as well as a 35% increase in conversions.
  • Surpassed user session goal by 30% by providing viewers with a range of creators’ content rather than just a label and their profile pictures, leading to a significant increase in viewer engagement.

State Farm 

Digital Content Strategist

Bloomington, IL

January 2019 – June 2020

State Farm

Bloomington, IL

Digital Content Strategist

Jan. 2019 – Present

Services to develop customer acquisition, engagement, and retention strategies for digital products. Conducted marketing research and analysis and performed behavioral analysis to develop effective marketing personas and communication strategies. Created a unique and engaging financial literacy survey for customers to find gaps in content and products. Conducted comprehensive audits for content, website, competitive analysis, user and customer experience (UX, CX), usability and performance with actionable recommendations for improvement.
Suggested implementation of A/B testing for variables to enhance on-page navigation, thus streamlining the user experience and achieving user goals – and transactions – more efficiently. Established engagement Key Performance Indicators (KPIs) and streamlined processes for the website and email to track and improve customer engagement and satisfaction levels.

  • Increased completed online application starts 195% by conducting comprehensive audits, research, and analysis to inform digital experience optimization strategies.
  • Championed A/B testing, performance analysis, and enhanced online navigation to support application start growth.

Council for Adult and Experiential Learning – cael.org

Director of Marketing & Communications

Chicago, IL

October 2017 – September 2018

Council for Adult and Experiential Learning – cael.org

Chicago, IL

Director of Marketing and Communications

Oct. 2017 – Sep. 2018

Led the development and implementation of a comprehensive digital marketing plan for a non-profit, collaborating with leadership from three business units. Managed all aspects of the marketing process, from strategy and planning to execution, for marketing materials, website, landing pages, content, cross-linking, and email campaigns. Provided monthly KPI reports and commentary to key stakeholders, leadership, and the Board of Directors. Managed both internal and external creative teams and agencies.
Performed behavioral and competitive analysis, increased content publishing frequency, established new logistics, and optimized content information architecture and keywords. Managed HubSpot as a website platform, content management system (CMS), marketing automation platform, and data quality management to boost lead generation, e-commerce, and KPI achievement while improving interaction and goal conversions.

  • Slashed Google Ads costs more than 70% by increasing Google AdWords quality score.
  • Exceeded paid conference attendance goal by 15%+ in less than seven weeks, through the effective integration of online, email, and marketing automation strategy.
  • Redesigned digital experience through email, Google AdWords, organic social PPC, and organic means, capturing a 344% increase in goal conversions, a 26%+ rise in lead generation, a 360% improvement in time spent on site, and a 148% increase in page views.
  • Conducted behavioral and data analysis through HubSpot and Google Analytics, and other tools, resulting in organic and PPC bounce rate reductions of 16% and 27%, respectively.

AccuQuest Hearing Centers

Online Marketing & Content Manager

Hoffman Estates, IL

June 2014 – August 2016

AccuQuest Hearing Centers

Hoffman Estates, IL

Online Marketing & Content Manager

Jun. 2014 – Jul. 2016

Hired to build online marketing into a demand and lead generation engine and a significant source of in-store revenue. Conducted competitive analysis and website audit to improve user engagement and lead generation. Executed a digital marketing plan, complete with customer personas, content strategy and development, A/B testing, and performance optimization. Revamped website and applied lifecycle marketing tactics for enhanced customer experience and presence. Led development of A/B testing and optimization processes and managed marketing and email campaigns, including AdWords campaigns, monitored through Google Analytics and HubSpot analytics. Developed engaging educational content and maintained website, landing pages, and editorial calendar with over 480 articles, e-newsletters, and online videos using internal and external creatives and agencies.

  • Crafted a digital strategy that expanded online lead generation by 600%+ and boosted online revenue from $30K to over $215K monthly.
  • Managed PPC campaigns across Google, Bing, and Facebook Ads and drove performance analytics, digital presence, branding, inbound marketing, outreach, social media, website redesign, and UX optimization in a highly regulated industry.
  • Executed highly successful HubSpot email and marketing automation campaigns. Utilized A/B testing to optimize campaign performance. Attained 99.3% deliverability, 36.4% open rate, and 28% to 78% click-through rates, significantly exceeding industry benchmarks, gained over 28K new subscribers, and delivered ROMI of 990%+.
  • Established online marketing as the lowest cost acquisition channel by reducing CAC (Customer Acquisition Cost) to 50% below target while improving lead quality, increasing average order value from $1,600 to $3,600.
  • Saved $800K annually by resolving process errors while streamlining customer experience and boosting lead conversions.

UR Marketing Department

Digital Marketing & Strategy Consultant

Schaumburg, IL

April 2013 – March 2021

UR Marketing Department

Schaumburg, IL

Digital Marketing & Strategy Consultant

Apr. 2012 – Mar. 2021

Provided full-service omnichannel, full-funnel digital marketing to support SMBs, including writing, editing, curation, proofreading, content, SEO best practices, email, social media, and PPC ads to drive online traffic, leads, and in-store sales.

  • Improved conversion rates by more than 400%.
  • Boosted in-store traffic by over 16% through the integration of traditional and digital media channels that encouraged customers to visit local businesses, improving monthly sales volume 34%.

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