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The Impact of Marketing

My Work Experience

Oct 2023 - Present

Director of Marketing and Communications | Ferry international

  • Define and lead implementation of the go-to-market strategy for the core products and services to drive sales and increase awareness, managing a marketing budget of over $5MM anually

  • Manage cross-functional team of sixteen professional marketers through six product launches with budgets of up to $300K each

  • Work with internal stakeholders across all departments to review lead volume and quality and present KPIs and reporting analytics to C Suite

  • Spearhead demand generation efforts including email, SEM, SEO, social media, and digital display advertising for real estate coaching interest

  • Achievements include: increasing lead volume by 60% in the first 60 days, increasing web lead conversion by 42%, increasing webinar attendance from an average of 3000 attendees to 8000 attendees, established ongoing PPC and SEO strategies to ensure continued growth

Aug 2021 - Nov 2023

Director of Marketing | Montway

  • Grew marketing team from five to twelve professional marketers and led the remote team across six functions with marketing budgets of over $10MM annually. 

  • Created go-to-market strategy for B2B product, leading daily campaign execution, reporting, and tROAS tracking

  • Managed 22 yearly automotive events, liaising across six key partners to negotiate these opportunities and guarantee ROI

  • Achievements include: achieving a 200% growth in EBITA in 2022, decreasing PPC CPC by more than 35% YOY, introduced new markets, verticals, and conferences, directly leading to a $100K increase in ACV in 2023, and maintained an upward tROAS trajectory of more than 40% YOY

May 2020 - Aug 2021

Marketing Director | ikon Technologies

  • Established, lead, and managed the marketing team, hiring two individuals to assist in implementing the go-to-market strategy for four key products

  • Created a brand identity and brand guidelines where none existed prior

  • Executed the creation of two websites (one B2B and one B2C) and more than 40 print advertisements and promotional materials

  • Assisted the sales team by creating sales collateral, attending sales calls, and traveling to more than 13 states to do sales presentations

  • Owned all branding, public relations, video editing, video creation, social media marketing, PPC advertising, copywriting, and graphic design, using a very limited budget to increase engagement by 200% and annual revenue by more than 400%.

Nov 2017 - May 2020

Director of Digital Marketing | Bedford Advertising

  • Executed daily marketing tasks to not only gain new clients for the agency, but also to implement successful digital marketing campaigns for existing clients

  • Developed digital marketing strategies for more than 200 franchise car dealerships across the US including elements like content creation, SEO, SEM, social media, blog posts, budget optimization, campaign optimization, and analytics for the agency 

  • Achieved a growth of 22 digital marketing clients during my time with the company, increasing our annual revenue by more than $500,000

  • Maintained a CPC 13% below the national industry average and a conversion rate 20% above the national industry average

June 2013 -Nov 2017

Digital Media Specialist | Hearst Media/DexYp

  • Acquired more than 100 contract renewals a year in the home services, finance, education, technology, retail, and food service industries

  • Created social media, Google, Bing, Yahoo!, email, and digital display campaigns for these businesses

  • Manage KPIs, guaranteeing a minimum 30% ROI for all PPC ads for all clients

  • Increased ACV across my client base to an average spend of $10K per month – making my overall monthly ad spend greater than $1M

May 2010 - June 2013

Marketing Manager | Auto Load Logic

  • Managed social media, radio, and internet marketing

  • Designed, published, and monitored all advertisements for successful lead generation

  • Purchased CRM and marketing automation tools and established a marketing tech stack

  • Reengaged former clients and retargeting website visitors, increasing the customer base by 40% and achieving more than 150% growth

Aug 2008 - May 2012

Marketing Coordinator | Hardin Simmons University

  • Worked with the newspaper staff to lead the development and publishing of the university newspaper

  • Helped staff advisors created a marketing strategy to increase attendance at local events and fundraisers

  • Implemented a university newspaper website and website content creation strategy as well as a university social media account and strategy to communicate the latest news and events

  • Developed a community outreach program to increase newspaper advertisers and partners

Education

Masters in Marketing | Liberty University

BS in Marketing | Hardin Simmons University

Skills & Expertise

  • Salesforce Marketing Cloud and CRM (10 years) 

  • Hubspot Marketing Hub and CRM (7 years)

  • Product Marketing (8 years) 

  • B2B Marketing (10+ years) 

  • Web Development (12 years) 

  • Adobe Creative Suite/Cloud (15+ years) 

  • Video Production (5 years) 

  • G Suite for Business (12+ years) 

  • Facebook Ad Manager (10+ years) 

  • Marketing Leadership/Management (10+ years) 

  • Marketing Campaigns (10+ years) 

  • Go-to-market Strategies (10+ years) 

  • Digital Marketing (10+ years) 

  • Content Creation (10+ years) 

  • Sales (10+ years) 

  • Automotive Industry (10+ years) 

  • SEM (10+ years)

  • SEO (10+ years) 

  • Budgeting (10+ years)

  • Audience Targeting (10+ years)

  •  Campaign Optimization (10+ years) 

  • ROI/tROAS/Analytics (10+ years) 

  • KPIs (10+ years) 

  • Social Media (10+ years) 

  • LinkedIn Advertising (6 years)

  • Marketo (6 years) 

  • Tableau (5 years) 

  • Branding (10+ years) 

  • Web Development (10+ years) 

  • Wordpress (8 years) 

  • Consulting (6 years) 

  • Automation (7 years) 

  • Public Relations (6 years)

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