Data-led leader.
Digital marketing strategist and growth operator with 13+ years spanning DTC, retail, and SaaS. Strength sits at the intersection of strategy, performance, and execution, unifying ecommerce, lifecycle, paid media, SEO, and social commerce into one growth system. Known for owning digital roadmaps and commercial outcomes, scaling multi-channel programs, and turning performance into decisions that sharpen conversion, retention, and efficiency.
Work spans luxury DTC, enterprise e-commerce, and high volume retail, with experience building long range strategies, modernizing martech stacks, and turning community and UGC signals into performance media and lifecycle value. Comfortable operating from strategy through execution, including CRO, merchandising, segmentation, affiliate and social commerce, and rigorous KPI frameworks.
Work style and approach:
Strategy anchored in data, expressed in plain language. Performance is read for signal, not noise, then converted into clear priorities, next steps, and narratives stakeholders can act on.
Systems first, then scale. Builds repeatable workflows for planning, briefs, approvals, and reporting that shorten cycle times while protecting quality.
Test and learn as a habit. Uses trend signals and performance gaps to define hypotheses, success criteria, and iteration cadence, keeping programs fresh and compounding.
Cross functional by default. Partners tightly with Creative, Media, Social, Ecommerce, Analytics, Retail, and Legal so work ships fast and lands cleanly across channels.
Commercial mindset. Budget allocation, efficiency, and ROI guardrails are treated as creative enablers, not constraints.
Recent highlights:
Scaled multi client influencer programs that delivered 50M+ views and $6.3M+ in earned media value.
Ran nationwide creator initiatives for a major healthcare brand that drove 224M impressions and 1.5K+ assets mapped to lifecycle goals.
Built a TikTok engine for Covergirl that generated 1M+ views per asset and engagement rates above 20%.
Owned P&L and digital growth for two luxury watch DTC sites, supporting approximately $4.5M in revenue and a 9% lift in net revenue through CRO and merchandising.
Designed a 3 year UGC strategy for Nike that scaled content output by 2000% and contributed $10M in revenue while influencing billions in demand.