Resume

An expert level marketer with a passion for developing mission-driven brands, communities, and solutions through proven multi-channel strategies.

My entrepreneurial and leadership experiences have given me the skills necessary to manage multiple tasks in a senior marketing management role.

VIEW PRINTED RESUME

STATUS

Currently in Laguna Beach, CA seeking remote employment in a senior marketing, analytics, or creative role.

EXPERIENCE

15+ years

in marketing strategy, analytics,
and creative services
in non-profit, e-commerce, higher education, and tech industries

3 countries

employed in, including:

United States
Ireland
India

STRENGTHS

LANGUAGES

Native
English

Intermediate
Spanish
Hindi

Beginner
Korean
Gaelic

Work Experience

Senior Digital Marketing Manager
The Comfy (Remote)
September 2023 - Present

Analyzed digital advertising data through Looker reports to the Director of Growth and made key optimization decisions for current e-commerce campaigns.
Developed data-driven paid strategies considering key business metrics (LTV, ROAS, and TACOS) and executed strategy throughout all stages of the funnel while collaborating with vendors.
Built and managed a tiered loyalty program, including analyzing key loyalty metrics and strategy for implementation through Shopify and Klaviyo email flows.
Maintained relationships and executed product requirement tasks with licensing partners such as Disney, Marvel, Lucas, Squishmallows, and various universities.
Designed digital ad video and static creative for multiple advertising platforms.
Managed content creation briefs and production efforts with influencers, creative agencies, creators, and affiliates.
Managed the company's organic social media content calendar and executed all creative.

Senior Digital Marketing Strategist
Mighty Citizen (Remote)
September 2021 - September 2023

Developed and implemented paid, earned, and organic digital marketing strategies for non-profits, higher education institutions, associations, and government organizations.
Collaborated with the internal marketing department to deliver lead-generating digital marketing content for all communications channels.
Attended and spoke at national industry conferences on digital marketing best-practices, as well as client-facing webinars and discussion sessions as the face of the digital marketing team.
Performed social listening, digital audience, SEO, and competitive research for global organizations to provide in-depth strategic recommendations.
Monitored and optimized paid digital advertising campaigns for awareness, acquisition, fundraising, public health, and retention efforts.
Delivered dashboards, website performance, SEO, and overall digital marketing audit reports to mission-based organizations to inform overall marketing strategies.
Managed tracking setup, data transitions, cross-domain consolidation, e-commerce/donation reporting and training of all GA4 and GTM accounts.
Led content creation, development of internal processes, and creation of service offerings for all digital marketing related activities.

Director of Marketing Strategy
Virtuous Labs Consulting (Remote)
April 2020 - September 2021

Coordinated marketing efforts through the digital marketing strategy team and external contractors delivering to higher education, healthcare, and nonprofit verticals.
Researched, vetted, and implemented MarTech tools for data visualization, 360 reporting, SEO and digital marketing auditing, audience research, automation, database management, and programmatic media buying to improve efficiencies and outputs across the marketing department.
Developed and executed training on marketing campaign budget development, digital marketing methods, and overall strategy for entry to mid-level marketing strategists.
Managed the department's budget and reported to leadership on departmental progress, results, and ROI.
Collaborated with leadership to develop and execute departmental goals, organizational product offerings, sales and revenue benchmarks, and marketing processes.
Strategized cross-departmentally with development, UX, digital, and creative teams to produce strategic goals and marketing plans for mission-driven organizations.
Created omni-channel marketing strategies including campaign goals, target audience research, key messaging, defined channels, budget allocation, and creative direction.
Reported on OKRs and KPIs to client campaigns through various digital marketing analytics products (Power Bi, Looker Studio, Tableau, and more).
Wrote and published lead-generating marketing content used throughout the organization's communications channels.

Digital Marketing, Media & Analytics Consultant
Cassandra Hansen (Remote)
May 2008 - Present

Developed strategy and launched a new loyalty program for a $30 million annual e-commerce brand.
Built automated reporting dashboards and data visualizations for e-commerce clients.
Created advertising collateral, implemented marketing campaigns, and developed ongoing digital marketing strategies for over 20 national clients.
Built and managed paid advertising campaigns for subscription service, e-commerce, and higher education brands.
Acquired freelance clients and contracts through social media marketing, discussion board participation, an online portfolio and blog, and local networking.
Maintained client relations, communications, billing, and invoicing.

Director, Digital Analytics
Ruffalo Noel Levitz (Cedar Rapids, IA/Remote)
November 2017 - April 2020

Promoted within 6 months to lead product development and product delivery for automated full-funnel reporting and data-driven campaign management.
Managed the analyst team and workflows, company-wide and client educational training, and execution of cross-team deliverables to streamline internal processes.
Coordinated with leadership, internal teams, and client advisory boards to discover, build, peer-review, and implement new digital products.
Strategized, developed and implemented company-wide data standardization, over 80 client-facing automated Google Data Studio reporting dashboards, internal account databases, and industry benchmark reporting using best practices.
Trained with Google to lead the team to a 100% switch to non-last click attribution models.
Developed multi-channel and multi-persona digital campaign strategies to meet and exceed lead generation, enrollment, and fiscal year budget goals for 30+ accounts.
Implemented, optimized, analyzed, and delivered insights and reports to clients on PPC digital advertising campaigns within various search, display, and social channels.

Digital Marketing Strategist
Aspire Digital (Dublin, Ireland)
June 2016 - May 2017

Executed a competitive analysis of 24 surrounding businesses’ social media accounts.
Developed FY2017 marketing objectives and an internal social media strategic plan.
Created a digital marketing analytics dashboard measuring monthly data for 6 clients.
Defined target markets for 6 client social media and Google AdWords PPC campaigns.
Developed and implemented a new internal project management system.

Behavioral Research & Teaching Assistant
University of Iowa Tippie College of Business (Iowa City, IA)
February 2016 - May 2017

Scheduled, coordinated, recruited, and analyzed data for human subject protocols.
Utilized advanced marketing research methods such as eye-tracking, facial expression encoding, and skin-conductivity to measure consumer behavior.
Assisted 7 students in designing eye-tracking studies to evaluate shopping behavior against alternative retail shelf layouts.
Assisted neuromarketing faculty in developing advanced marketing tutorial videos for SPSS, Tobii Pro eye tracking, and Emotient software delivered to students and the public.
Developed the logo, promotional items, and branding standards for the UI Neuromarketing lab.

Creative Media Developer
University of Iowa Carver College of Medicine (Iowa City, IA)
November 2012 - February 2016

Received 2 promotions and 4 SPOT Performance Awards over a 3 year period.
Provided print and web graphic design and production for the college, health care collaborations, deans, annual reports to donors, and executive recruitment.
Developed brands and collateral for 3 interdisciplinary medical education programs.
Created donor viewbooks and promotional materials used to garner a $25 million gift.
Developed, designed, and managed a bimonthly medical research email newsletter.

Business Owner and Chief Creative Officer
MPA Computers, LLC (Bloomfield, IA)
April 2009 - October 2012

Developed a team of twelve IT and marketing professionals focused on delivering residential computer repair, large-firm IT consulting, and both local and national marketing efforts.
Managed and executed the entire creative and marketing department (including web, print, branding, strategy, research, analysis, consultation, social media, and content creation efforts).
Maintained day-to-day business operations including financial reporting, billing, human resource management, project management, sales, strategic planning.
Assisted in acquisition and retention of a $20,000 annual marketing contract.
Created and launched national branding campaigns for an expanding local creamery.

Graphic Designer and Social Media Specialist
IACO Media (Bloomfield, IA)
June 2008 - April 2009

Developed graphic design materials for client websites, logos, and print material.
Organized content outlines, styling, and development for 11 national websites.
Created and implemented social media marketing and blogging strategies for clients.

Data Entry and Medical Billing Assistant
Softactics, Inc. (Ottumwa, IA)
May 2007 - May 2009

Organized and coded medical claims and billing data for more than 2,000 patients.
Assisted in preparing monthly invoicing and statements for client medical bills.
Created and implemented entire 5 year filing system of medical insurance documents.

VOLUNTEER EXPERIENCE

Outdoor Volunteer
Brookwood in Georgetown (Georgetown, TX)
July 2021

Maintained outdoor landscaping for the Brookwood campus.
Cleaned and organized the facility with a volunteer group.

Day of Giving Volunteer
The Salvation Army (Austin, TX)
July 2021

Accepted calls from donors and directed inquiries to the organization.
Processed donor payments through online portal and reported results to lead.

Slum Teacher and Childcare Volunteer
Vidya Prasaran Childcare School (Delhi, India)
December 2019

Developed lesson plans and taught English and math to 60 children of slum workers through the International Volunteer Headquarters program.
Donated school supplies for all students and classroom materials from a local market to the non-profit school.

Member
Junior League of Cedar Rapids (Cedar Rapids, IA)
August 2019 - December 2019

Filled 6 suitcases with items young adults aging out of foster care need to live independently, including bedding, kitchen utensils, cleaning supplies, pots and pans, and towels.
Cooked, served, and participated in meals to provided to foster teens.

Day of Caring Volunteer
United Way of East Central Iowa (Cedar Rapids, IA)
May 2018 - December 2019

Coordinated and participated in two annual company events sustaining a local food pantry.

Change Agent
University of Iowa Eco Hawks (Iowa City, IA)
March 2015 - Present

Committed to the pursuit of the University of Iowa’s sustainability efforts.
Used campus best practices, and spread the word on sustainability around campus.
Participated in Dorm Move-Out waste reduction event and assisted in the diversion of 1,036 dorm items (21,158lbs) to Goodwill and the Crisis Center that would otherwise be taken to the landfill.
Collaborated to reduce waste at the 2015 Health Sciences Research Week by creating signs and table tents that directed participants where and how to separate compostable, recyclable, and landfill items.

AFFILIATIONS

Leadership Development Academy
Kirkwood Corporate Training (Cedar Rapids, IA)
September 2018 - Present

Attended bimonthly classes with professional speakers on various leadership topics.
Performed leadership development assignments leveraging real-world leadership opportunities in the workplace.

Undergraduate Research Fellow
Iowa Center for Research by Undergraduates (Iowa City, IA)
April 2016 - May 2017

Received funding for grants to conduct and present marketing research for the 2015 summer semester and 2016-2017 academic year.
Researched and developed studies to test the effectiveness of using eye-tracking methods to predict retail sales in realistic and controlled environments.

Researcher and Finalist
Frontier/Tippie College of Business Sustainability Impact Competition (Iowa City, IA)
November 2015 - April 2016

Developed a proposal to increase consumer awareness and demand for sustainable food products at the university through a semester long research project.
Chosen as a finalist to compete in the competition and was given budget approval.
Created and implemented 6 decision-making tools that were displayed at point-of-purchase locations within the college in efforts to educate consumers on their food item purchases.
Distributed 2 campus-wide questionnaires using IRB approval to over 2,300 subjects. Analyzed survey data and pre-and post-sales data using SPSS and Excel.
Met and collaborated with administration to discuss possible options to increase vegetarian and healthy options available for consumers in the college's cafe.

Marketing Institute Scholar
University of Iowa Marketing Institute (Iowa City, IA)
November 2015 - Present

Chosen as one of the top 16 undergraduate marketing students to conduct a field immersion project over a three semester period.
Collaborated with an international car manufacturer to conduct primary and secondary research in order to develop an omnichannel marketing strategy that would strategically increase sales of vehicles and change perceptions of the car buying process for the Millennial generation.
Developed a program name, logo, brand, marketing campaign, and promotional materials for the Tippie College of Business tutoring program using primary and secondary data that was selected as the winning proposal and implemented for launch in 2016.
Worked with a team to conduct a campus-wide survey with over 1,200 respondents, as well as a second targeted survey, in order to develop research analysis and marketing tactics for FOX Sports and Mediacom to better reach the Millennial customer base.

President
University of Iowa American Marketing Association (Iowa City, IA)
May 2015 - Present

Responsible for leading weekly general and executive meetings, collaborating with executives and administration, and representing the organization as a whole.
Increased membership in one year by 71% to reach 108 undergraduate members.
Developed annual chapter plans and reports used to execute a completion rate of 93% of yearly SMART goals and achieve 3 functional chapter awards.
Recruited 5 teams from AMA chapters throughout the Midwest to compete in a sustainable marketing case competition sponsored by Alliant Energy.
Developed biweekly executive minutes MailChimp email campaigns to increase transparency.
Lead a team of 17 members to submit a case for the International Collegiate AMA Competition for the first time in the chapter's history.
Created a strategic plan for an alumni database of 875 members from scratch.
Designed and analyzed numerous member and alumni feedback surveys using Qualtrics.

Vice President of Public Relations and Philanthropy
University of Iowa American Marketing Association (Iowa City, IA)
January 2015 - May 2015

Increased social media interaction and traffic, and number of accounts (Instagram and Snapchat).
Served as the organization’s photographer and provided graphic design support for all events and functions.
Created a blog for the organization to increase external engagement.

Emeritus Board Member
University of Iowa American Marketing Association (Iowa City, IA)
May 2016 - Present

Advised the executive committee to assist in the chapter’s annual strategic goals.
Attended general and executive meetings and participated in national conferences.

International Buddy
University of Iowa Tippie International Buddies (Iowa City, IA)
September 2015 - Present

Paired with a Chinese international business undergraduate student for a three semester long partnership in efforts to expand cultural knowledge.

STRENGTHS TEsts

Myers-Briggs Type: ESTJ
StrengthsFinder Top 5: Achiever, Competition, Restorative, Learner, Discipline

WRITING & SPEAKING EXAMPLES

Articles

Speaking Gigs

Higher Logic Super Forum
5 Digital Strategies to Reimagine Your Marketing
April 2023
Association Forum Forward
It’s Time to Reimagine Your Marketing: 9 Digital Strategies To Get You There
June 2022
Mighty Citizen Webinar
Reimagine Your Marketing: 5 Digital Strategies To Get You There
October 2022
Converge 2019 Atlanta with SimpsonScarborough
Understanding Full-Funnel Reporting and Data Attribution for Higher Education Marketing
February 2019

Education

The University of Iowa Henry B. Tippie College of Business
Bachelor in Business Administration
Major, Marketing
Minor, Psychology
Expected Graduation: May 2017
UI Cumulative GPA: 3.73

IES Abroad: Dublin
Eight week summer marketing internship program and cultural course
June 2016 - July 2016
GPA: 4.00

Study Abroad: London Winter Session
Two week Supply Chain Management course in London, England offered by the Tippie College of Business.
December 2015 - January 2016
GPA: 4.00

TECHNICAL SKILLS

Digital Advertising
Google Ads (including YouTube)
Microsoft Ads
Meta (Facebook & Instagram) Ads
TikTok Ads
LinkedIn Ads
Snapchat Ads
Twitter Ads
Spotify Ads
Reddit Ads
DoubleClick Bid Manager

E-Commerce & Licensing
Shopify
Yotpo
LoyaltyLion
Disney OPA
CLC

Automation/CRM
HubSpot
Salesforce/Pardot
Slate
HubSpot
EMMA
Mailchimp
Constant Contact
Klaviyo

Analytics & Data
Google Analytics & GA4
Google Tag Manager
Looker (Google Data) Studio
WebCEO
SEMrush
SPSS
Tableau
Power BI
Google BigQuery
Microsoft Excel
HTML/CSS,
Javascript
SQL

Marketing Research
Meltwater
HotJar
Crazy Egg
3M VAS
ASL Mobile Eye-Tracking
Tobii Pro Eye-Tracking
Emotient
Qualtrics

Creative
Adobe Creative Suite
iMovie
Billo
TikTok Creative Exchange (TTCX)

CMS/Landing Pages
Wordpress
Ektron
Joomla!
Unbounce
SquareSpace

Language
HTML/CSS
JS
SQL

CERTIFICATION

Google Analytics Individual Qualification
Google Academy for Ads
January 2023

Google Ads
Google Academy for Ads
Including: Google Ads Fundamentals, Google Ads Search Certification, Google Ads Display Certification
January 2023

Human Social & Behavioral Research
CITI Program
August 2015

Academic Honors

Jim & Emily Coble Business Scholarship
Merit-based scholarship given to a student in good academic standing with a minimum 3.0 GPA.
2015 - 2016, 2016 - 2017

IES Study Abroad Scholarship
Merit-based scholarship given to a student enrolled in the program.
June 2016

Tippie College of Business Scholarship
Merit-based scholarship provided by the college.
Spring 2016, Fall 2016

Short-Term Study Abroad Scholarship
Merit-based scholarship given to up to 10 students at the University of Iowa studying abroad in a short-term session. Issued by the Stanley-University of Iowa Foundation.
November 2015

Nancy Hauserman Global Scholarship
Scholarship given to an undergraduate business student studying abroad.
November 2015

Beta Gamma Sigma
Inducted into the business honors society by achieving the top 10% of class status.
Fall 2015 - May 2017

University of Iowa Honors Program
Maintained a 3.50 cumulative, UI, cumulative business, and UI business GPA in order to graduate with Honors in Business, completed 12 semester hours of honors coursework credit, and completed and presented an honors thesis with original research on consumer behavior and retail shelf layouts conducted in conjunction with a full-time member of faculty.
Fall 2014 - May 2017

AWARDS

1st Place, AcuRite Digital Marketing Competition
My team of two had one hour to develop a 10 minute presentation on one brand within the consumer electronics industry showcasing best-in-class omnichannel approach.
2015 American Marketing Association Regional Conference

Outstanding Chapter Planning
Collaborated with executives to create content for the chapter's annual strategic plan and designed the final 12 page product.
American Marketing Association International Collegiate Conference Spring 2015, Fall 2016, Spring 2016

Best Use of Jersey Brand
Developed award-winning branding and packaging for Homestead Creamery's new product, Flory's Truckle, by incorporating the Jersey Cow logo into the product's design.
2012 World Cheese Awards