Projects
The following achievements are some of my most notable and help demonstrate my personal strengths related to digital marketing, leadership, creative development, and strategic thinking.
Growth & Performance
Senior Director of Digital & EComm
Background: After iOS 14 and adjusting to the ever-changing digital landscape, we continued to have extreme challenges gaining efficiencies across paid media and new customer acquisition. Retargeting performance dropped and our CAC continued to climb. The goal was to resolve these issues and drive sustainable growth.
Responsibilities: paid advertising, Google and web analytics, SEO, creative strategy, A/B testing, customer acquisition, budget management, audience analysis, attribution modeling, reporting, and e-commerce.
Result: By diversifying media channels, improving our tech stack, testing new offers, and improving audience targeting/segmentations; we saw a 60% decrease in CAC within prospecting audiences and a 43% improvement within retargeting audiences. ROAS increased by 21% across all paid platforms.
Content Strategy
Digital Marketing Manager
Background: The protein bar category is highly saturated and competitive, making it exceedingly difficult to stand out. While working on refreshing the brand positioning, I developed and implemented a unique content strategy tailored to help the brand stand out, increase awareness and online engagement.
Responsibilities: audience and market analysis, contest advertising strategy, budget supervision, influencer marketing, brand partnerships, creative direction and development, campaign management, testing, and reporting.
Result: Our Instagram audience grew 193% compared to the prior year, engagement rates consistently exceeded industry benchmarks, and online SOV increased by 15%.
Website Redesign
Marketing / Project Manager
Background: The business went through a rebrand in 2019, which included changing our name and redesigning all packaging. In preparation for launch, I was responsible for leading the website redesign including DTC e-commerce. The main goals of this project were to increase consideration / purchase intent, optimize for mobile, ensure cohesiveness and clear messaging, and modernize brand presence.
Responsibilities: project managed four separate teams, quoting and assessing vendors, briefing, budget supervision, timeline organization, creative direction and development, copywriting, SEO, measurement systems analysis, and legal review.
Result: We launched thinkproducts.com on time and under budget. I received several accolades from team members regarding my leadership style and we saw continuous improvement across all metrics including organic traffic, conversion rate, bounce rate, and page load time.
Paid Social Campaign
Marketing Manager
Background: Given the previous success of advertising on social media, the marketing budget for the channel increased by +580% in 2020. With this multi-million-dollar investment, it was crucial to demonstrate and educate the organization on the overall impact of our social media campaigns. The goals were to build top-of-mind awareness via best-in-class creative and further drive trial/consideration among target audiences.
Responsibilities: strategic planning, audience and market analysis, budget supervision, creative direction and development, campaign management, testing, monitoring, and weekly reporting.
Result: Through running an MPA with Facebook, we were able to quantify that the H1 2020 campaign generated a 5.7% sales lift among 641 retail stores. The campaign also exceeded all KPI goals including CPM, EARL, ROAS, frequency, impressions, engagement rate, and video completion rate.
Group Packaging
Brand Marketing Manager
Background: Through participant surveys, customer service reporting, and competitive analysis, I discovered an opportunity to develop a group packaging program that would incentivize corporate participation and help attract incremental event sign-ups. This project involved working cross-functionally with legal, finance, sponsorship, public relations, operations, procurement, customer service, and the c-suite. It took six months to build, implement, and launch the program on the website.
Responsibilities: P&L, project management, timeline organization, website development, creative asset development, positioning, logistics, event planning, merchandising, communications plan, and go-to-market strategy.
Result: Within four months of launching the program, it accumulated over $500K in revenue and 7,200 new participants. The program also improved awareness around our partnership with St. Jude Children’s Research Hospital and integrated additional fundraising opportunities, which helped contribute to the company’s goal of raising over $12M for the world’s first Proton Therapy Center for children.
