Experience

CAREER & EDUCATION

Solely responsible for the optimization of $1M in annual spend across acquisition, retargeting, and traffic campaigns on Facebook, using LTV optimized audiences, unique pixel conversions, and shared industry audiences. Included the framing & execution of a new account structure which increased ROAS and significantly reduced account management tasks.
Identified an opportunity to build a content creation process to continuously provide creative assets to paid marketing channels, with a feedback loop built in to inform the creative team on new assets, campaigns, and ideas that had proven to be effective at either lowering CPA, increasing ROAS, or increasing LTV.
Visualized the data for & maintained 25 key dashboards that housed KPIs (ROAS, CPA, LTV, AOV) for all marketing activities to include: PR Placement Tracking, Google Adwords, Influencer Campaigns, Affiliates, Email Marketing, and Paid Ads, and even further to track cohorts specific to marketing initiatives in each of the above channels.

Solely responsible for the management of growth via organic and paid channels to include the prospecting and retargeting of potential and existing customers via paid advertising, by providing actionable insights to inform campaign optimization & decision-making, measured primarily by ROAS/CPA key performance indicators.
Framed, strategized, executed, and maintained a strong customer referral program that yields 5-10% of month on month revenue through use of content and incentives. This strategy also provides UGC (user generated content).
Partnered with external micro influencers in a grassroots strategy to increase brand awareness, sales, and illicit a visceral response that created our own audience by leveraging the credibility of their social followings.
Facilitated the hiring & onboarding process of new employees, including creative directors, directors of PR, freelance photographers, videographers, copywriters, and models, which included one on one management, extremely fast onboarding, peer review.

Contracted by companies and web marketing firms to develop and advice on both B2B and B2C social media strategies.
Developed and executed both long and short term strategies for clients that increased engagement, conversions, and brand-awareness in industries to include: men's fashion, vaporizers & tobacco, restaurants, dating, youtube production, and women's swimwear.
Produced data driven analytics that were provided to the clients to show the impact of servicing their accounts. Also provided high level and easily digestible monthly reports on the success and effectiveness of the strategies.
Managed the incoming comments and messages for each client account with successful feedback on maintaining customer and user expectations and communicated those to each client in order to assist in the improvement of their respective products and services.

Identified an opportunity to develop a subscription based text-message advice service in the men's lifestyle niche, worked with designers and developers to provide advice to 1000 users covering topics such as fitness, dating, nutrition, careers, and fashion.
Developed the front-end by customizing third party software and developed the user-interface that allowed users to log-in, manage their subscriptions, payment options, and access their content.
Installed and managed the development of the back-end which included tiered subscriptions, CRM system (aMember & custom solutions), payment integrations (Stripe & Paypal), email marketing integrations (Sendy)
Strategically developed a hiring system that produced top notch candidates and effectively reduced the time commitment during the hiring and vetting process to only quality candidates.

Project Managed several product launches – to include heavy planning stages, managing the communication anddata between Sales, Marketing, Engineering, and Content segments. Implemented several processes that increased the efficiency and effectiveness of each product launch.
Developed and executed several customer service campaigns via Zendesk & Zopim live chat, reaching out to happy users for testimonials, turning unsatisfied customers into loyal fans, and managing more lost passwords and account issues that you could ever imagine.
Planned, strategized, and created content for, and executed successful Social Media campaigns for Facebook, Twitter, Instagram, Snapchat, and Vine, increasing the entire following and engagement of each post.
Created and executed several PPC campaigns, including video (Trueview Ads), Google Remarketing, and Facebook Ads; of which content creation and optimization of placements/spend was crucial to the ROI of ad spend.
Facilitated the hiring and onboarding process of new employees, including interns, part-time employees, and highly experienced full time hires, which included one on one management, extremely fast onboarding, peer review.
Managed, moderated, and created content for a private online forum for 1000+ (and constantly active) users that were asking for advice, critiques, and applause on the content they submitted via the forum.

Established and maintained custom reporting tools using VBA, Macros, and superior excel functions to provide senior management with daily performance metrics for revenue, operating expense, and cash flows; conversion and other business metrics were included in this daily package.
Consolidated daily metrics to produce a monthly performance review package, and consolidated prior metrics with future forecasted expectations and stretch goals. Sourced information from Sales and Accounting departments to provide management with commentary on variances between actual, budget, and plan.
Facilitated financial review meetings with senior management to ensure effective and reliable education on prior month over month performance, ensuring appropriate strategies were taken.
Developed ad hoc business analysis and presented recommendations to senior management on strategic decisions concerning pricing, volume, and competitive sales strategies.

Created, automated, and executed a robust full year & five year consolidated forecast model which calculated and produced all three financial statements and various analysis packages for two refineries, & nitrogen plant. These packages were produced multiple times per week for different scenarios.
Assisted with the integration of Hyperion Strategic Finance in tandem with a business transformation projects, which creates efficiencies across the company, directly impacting the FP&A segment.
Produced and presented bi-weekly 4 Month Refinery Income Forecast, including complex volume and price planning, by product calculation, inventory projections, and operating expense estimates, for two refineries and incorporated upside and downside scenarios.
Assisted with the production and submission of externally and internally reported (SEC) documents and board presentations.

Month, Quarter, & Year End Closes of 5 entities, including complex revenue recording, reconciliation of operating margins & asset/liability accounts.
Prepared Financial & Management reporting presentations, for CEO Review meetings and developed processes within Excel to automate the consolidation of month end activity.
Created the Monthly Financial Package which included a page by page drill down from high level EBITDA view all the way to detailed revenue, expense, and variance line items, by revenue/cost center.

CAREER & PROFICIENCIES