I am a digital advertising expert residing in Los Angeles, CA. Professionally (and personally), I seek to connect people with ideas, constantly exploring the synthesis between culture and the ever-changing media landscape.
Work Experience
SUMMARY
Transformational digital marketing leader with a proven track record of building high-performing teams, scaling operations, and driving measurable business outcomes. Expert in bridging technical expertise with strategic vision to deliver innovative solutions that elevate performance and brand impact. Known for spearheading operational excellence, navigating complex industry shifts like iOS14, and fostering cross-functional collaboration to unlock new growth opportunities. Adept at creating marketing funnels, workflows, and KPIs that drive efficiency and ROI. Skilled at aligning stakeholders on innovative strategies to achieve business goals.
HIGHLIGHTS
- Built and scaled two activation practices, driving double-digit growth in client investments and operational efficiencies.
- Consistently drove performance improvements through data-driven bidding strategies, achieving 5–7x ROI growth and a 30% YoY increase in ROAS during consecutive Black Friday campaigns.
- Successfully navigated iOS14 privacy shifts, preserving campaign effectiveness for $30MM+ portfolios.
- Partnered with analytics teams to design custom KPIs and dashboards, enabling clients to make informed decisions at scale.
EssenceMediacom | January 2022 to December 2022
Director, Media Activation | January 2023 – Present
Associate Director, Media Activation | January 2022 – December 2022
Los Angeles, CA
- Spearheaded Universal Pictures’ programmatic transformation, managing $70MM+ annual budgets across video, display, mobile gaming, and YouTube.
- Led cross-functional digital taskforces that addressed critical business needs, including optimizing cross-channel activation, establishing scalable marketing funnels, designing actionable measurement frameworks, and enhancing internal data infrastructure. These efforts delivered both strategic and tactical wins, with one initiative achieving a 30% boost in incremental reach and a 20% ROI improvement.
- Implemented new delivery processes and modernized QA workflows, achieving flawless execution with zero missed deadlines across the portfolio.
- Introduced Digital & YouTube Playbooks that up-leveled campaign approaches, facilitated strategic discussions, and drove client success.
- Negotiated strategic partnerships with vendors, establishing reduced minimums and discounts averaging 15%.
- Automated daily pacing workflows, saving an average of 3 hours per day and enabling teams to focus on higher-value tasks.
- Doubled programmatic investment and execution YoY through strategic education and successful initiatives in the first year.
- Orchestrated high-impact creative opportunities garnering 54% increased clicks and 12% lower-funnel actions, as well as recognition as a Digiday Best Creative Award finalist.
the many | July 2019 to Present
Associate Director, Digital Media | March 2021 – Present
Media Supervisor, Programmatic and Social | April 2019 – Feb 2021
Santa Monica, CA
- Founded and scaled The Many’s in-house digital activation practice, delivering cutting-edge strategies for clients in CPG, HealthTech, Financial Services, and eCommerce.
- Built a high-performing team from the ground up, addressing digital marketing needs including programmatic, search, analytics, and data privacy.
- Designed and implemented strategies to address iOS14 challenges, ensuring minimal disruption to client campaigns. Successfully navigated Synchrony’s white-glove credit card service for over 50 brands.
- Developed and cultivated strong relationships with digital partners across various disciplines, driving innovation and consistency while establishing agency relations and credit lines.
- Grew FinServ client investment by over 118% while driving down incremental acquisition costs by 86%.
- Successfully launched first DTC efforts for a HealthTech company with $3MM+ quarterly investment.
- Minimized impact and consulted on organization-wide landscape changes, including compliance with CCPA and iOS14.5+.
- Drove over 32% improved ROAS on back-to-back Black Friday eCommerce initiatives.
rpa | January 2017 to July 2019
Senior Digital Media Specialist | Santa Monica, CA | April 2019 – Present
Digital Media Specialist | Santa Monica, CA | January 2018 – March 2019
- Supervise Digital Media team of 4 on self-serve channels including 58 accounts across Social, Programmatic, and YouTube for 38 clients for the Honda and Acura Dealership Associations
- Collaborate cross-functionally with internal Media Planning, Account and AdOps teams as well as communicated externally with clients regarding recommendations, reporting, ad-hoc requests, education, and overall project management
- Implemented new team structure and more clearly defined roles and responsibilities, all while ensuring attainment of individual and overall team success
- Directly impacted growth of self-serve media budgets including 705% increase in social and 544% in YouTube over a two-year period
- Spearheaded automation of tools and processes as it relates to reporting, daily/weekly pacing, media optimizations, and billing/reconciliation
- Coordinated a revamped tag strategy leveraging non-traditional deployment of pixels resulting in a 68% improvement in CPA and cut reporting time in half
Digital Marketing Coordinator |Santa Monica, CA | January 2017 – December 2017
- Activated and supported self-serve platforms including Facebook, Google Ads (YouTube, Display, Search), DPSs (TheTradeDesk, DV360), and Twitter with tests in Snapchat and Pinterest
- Drove strong direct-resonse, CPA performance in the auto vertical and brand awareness in the gas vertical
- Introduced in-house programmatic display to Honda and Acura Dealership Association launching in 21 markets
- Orchestrated restructuring of audience targeting and objectives across multiple channels garnering 75% CPA improvement in Facebook campaigns, doubling VCRs on YouTube efforts, and advancing display efforts to the top performing tactic in the majority of markets
- Coordinated beta-tests with agency partners including location-based targeting and measurement tests through Facebook and programmatic display vendors
- Redesigned billing, pacing, trafficking and reporting processes reducing required workload by 10X
- Prepared weekly, monthly and quarterly reporting numbers and analysis, POVs and other requests for external and internal distribution
- Conducted intern training and management of day-to-day workload
- Clients Experience: Honda and Acura Dealership Associations, AHM, ARCO
The Richards Group | June 2016 to August 2016
Brand Media Planning Intern |Dallas, TX
- Engaged in weekly digital reporting and optimization for Ruth’s Chris as well as composing larger monthly and quarterly reports for client review
- Developed media proposals for GameStop and negotiated unique offerings with digital vendors
- Generated recommendations and mediated with print publishers across Richards Group clients – Other clients: SMU, National Vision, Scottish Rite Hospital, Andersen Windows, Sea Island Hotel, Biltmore
Broad Street Co. | January 2016 to May 2016
Digital Media Intern | Austin, TX
- Managed digital campaigns for Whole Foods, CORT furniture, Euphoria Music Festival and SharpeVision
- Conducted Google Search and AdWords campaign for Euphoria Music Festival garnering over 1000% return on ad spend
Saatchi & Saatchi X | May 2015 to August 2015
Digital Media Intern | Fayetteville, AR
- Conducted research and developed digital strategies for large CPG brand campaigns
- Assisted with the production and buying of digital placements from client to vendor
- Clients: Proctor & Gamble, Coca-Cola, Hershey’s, Walmart & Sam’s Club
Skills & Software
Activation
- TheTradeDesk, DV360, Google Ads (Search, Display, YouTube), Amazon (AAP), Walmart
- Meta, Pinterest, LinkedIn, TikTok
- Measurement, Verification, Creative, Behavioral, Contextual, Retail, Tagging, Gaming
Data Analytics
- GCM, GTM, GA4, Looker/DataStudio, Excel (Advanced), Tableau, SQL, AppsScript
- Dashboarding, Data ETL, Automation
Supporting Systems:
- Airtable, Google Workplace, Microsoft & Sharepoint
- Billing: MediaOcean/Prisma, Adobe Creative Suite
AI:
- Gemini, ChatGPT, Claude, Imagen, Dalle
Focuses
- Data Privacy & Landscape
- Process Development
- Talent Development & Leadership
- Data Visualization and Management
- Brand Development
- Creative and Storytelling
- Efficiency
- AI
Certifications
- Display & Video 360 Certification
- Google Ads Certification
- TheTradeDesk Edge
- MediaOcean Buyer Workflow
- Amazon DSP Certification
- Facebook BluePrint
Education
The University of Texas at Austin
- B.S. Advertising | TexasMedia
- B.S. Radio / TV / Film
- Business Foundations Certificate
- UT3D Certificate