Lead marketing strategy and creative direction for clients across health, CPG, and real estate industries, developing content and campaigns that align brand voice with performance goals. Partner with sales leadership to design and manage telesales contests that drive engagement and improve close rates, including an ongoing national program for a Canadian client. Write copy and guide creative for Meta ads, landing pages, PPC, SEO articles, organic social posts and emails to strengthen brand consistency and conversion outcomes. Conduct competitive research and market analysis to inform campaign positioning and content differentiation. Develop and refine brand guidelines and logo direction for internal and client rebrand initiatives. Collaborate daily with leadership to streamline processes, improve workflows, and support new business growth.

Managed eCommerce and promotional calendar to align digital campaigns with product and seasonal launches. Partnered with agencies to produce on-brand assets for paid and organic digital channels, ensuring consistent execution across campaigns. Optimized RSA paid search campaigns and ad group structures to improve CTR and quality scores. Supported business development through retailer and partner outreach to expand online and in-store distribution.

Oversaw execution of integrated DTC acquisition and retention campaigns across digital, email, and paid media. Managed a cross-functional team to deliver 15+ concurrent projects monthly, improving timelines and outcomes. Directed A/B testing and performance tracking to refine lead-gen strategies. Led migration of landing pages to HubSpot, improving scalability and page speed while minimizing downtime.

Developed and implemented multi-faceted marketing strategies to re-acquire customers and generate new leads, resulting in a 7.5% increase in conversions and a 34% reduction in cost per acquisition. Unified three company websites into one SEO-optimized eCommerce platform, improving UX and organic visibility. Served as the Subject Matter Expert (SME) for the Liferay CMS, ensuring all corporate site content adhered to brand standards and legal requirements. Managed technical issues such as redirect errors and staging-to-production publishing problems and collaborated with IT to define and implement new site features. Worked closely with SEO specialists and copywriters to develop and optimize pages on the corporate site. Focused on creating informative, educational content about home warranties and related topics, enhancing visitor engagement and guiding users through the enrollment funnel to generate leads. Teamed up with product owners, UX/UI designers, and IT to design and implement new site features, including modals, popups, comprehensive FAQ sections, blogs, and customer buy-flows. Conducted rigorous testing to optimize lead generation landing pages and ensure functionality. Utilized Salesforce Marketing Cloud (SFMC) to deploy DTC email campaigns and lead-nurturing initiatives, driving engagement and customer retention. Supported an organizational rebranding effort by migrating three websites into one new site by leading the redirect strategy for 250+ legacy pages.

Directed creative and performance marketing for eCommerce channels, including email, SMS, and paid media. Built and launched the company’s first SMS program, driving immediate engagement and repeat purchases. Partnered with vendors to optimize the brand’s digital presence and site functionality. Streamlined website management processes, reducing downtime and improving content publishing efficiency.

Designed and executed domestic and international email campaigns across multiple regions and franchise partners. Supported global eCommerce initiatives by aligning campaign messaging with regional priorities and customer insights. Improved deliverability and engagement through redesigned templates, segmentation, and A/B testing. Collaborated cross-functionally with merchandising and digital teams to align campaigns with online and in-store promotions.