An experienced, hands-on digital marketing guru accountable for leading the ‘big idea’ development, execution, and management of innovative, results-oriented, cross-channel digital marketing campaigns.
A passionate advocate for the end user who feels most at home as a champion in converging business and consumer needs when collaborating with teams on new media projects.
A saavy, digital project manager with a successful track record in leading digital marketing and strategy for innovative brands, agencies and startups in the software, gaming, and social networking spaces.
Constantly inspired and fascinated by the ever-changing world of new media with a skill set built on the the art of leveraging digital technologies, architecting positive user experiences, and engineering social media marketing strategies.
Masters Certificate, Human Centered Design
University of Washington, WA; 4.0 GPA
Bachelors of Arts, Journalism and Communications
University of Buffalo, NY; 3.8 GPA
|Social Media Strategy
User Experience Design
|Word Press (Intermediate)
Google Analytics Certified
Magento Ecommerce Platform (Intermediate)
SilverPop/Exact Target (Intermediate)
Orlando Ayala’s Business As Usual Award, Microsoft
Recipient, May 2005
Social Media Marketing Strategist • Easton Bell Sports (lifestyle brand) • August 2011 - Present
Moved to Santa Cruz, CA to manage the design and implementation of the social media strategy for Easton Bell Sports action sports brands; Giro Snow, Giro Cycling, Blackburn, Easton Cycling and Bell Sports and Bell Powersports.
Senior Digital Marketing Program Manager • R2integrated (agency) • October 2010 - August 2011
As the client engagement lead on multiple accounts, responsible for directing team-based project planning, design and execution of strategic social media and digital initiatives on behalf of clients. Also responsible for identifing ways to influence customer behavior across new media channels by translating/ evaluating social media activity into appropriate strategies and campaigns.
Senior Digital Marketing Strategist • ZAAZ (agency) • July 2008 - October 2010
Lead the development of insight driven digital strategies from opportunity identification to experience definition. Structured and presented recommendations to senior client leadership for approval. Performed detailed evaluation of client business environment including customer needs, capabilities and assets, and competitive realities to help identify market opportunities and programs.
Web Media, Vice President • Trupanion.com (startup) • June 2007 - July 2008
Recruited to develop and implement the company’s online business strategy for a series of e-commerce websites that deliver trusted information, innovative features and easy-to-use processes for pet insurance-seeking consumers. Required to work across the organization to define and prioritize online requirements and initiatives. Partnered with product managers to refine product roadmaps, based on analysis of customer engagement data.
Youth IT Director • Giant Campus (startup) • December 2006 - June 2007
Reported to the CEO leading the development of IT programs targeted at youths (ages 6-13) which included concept development, creative and measurement for all executions. Lead cross functional special initiatives and youth-related brand partnerships. Worked closely with seasonal marketing manager, site merchandisers, vendor managers, traffic team and creative team.
Senior Product Marketing Manager • Allrecipes.com (brand) • January 2005 - December 2006
Reported to the Vice President of Marketing with accountability for the launch and sustainability of new online information services, feature sets and tools. Responsibilities included creating viable and profitable marketing plans and long-term customer acquisition and conversion strategies. Contributed to the development of strategic business plans and pricing. Defined budgets and reported and measured online marketing spend.
Microsoft Specific Experience
Worldwide Online Marketing Manager • Microsoft Partner Program • Promoted • January 2005
Recruited to develop and implement the Microsoft Partner Portal’s online business strategy for a series of program initiatives designed to support, engage and recruit certified partners. Provided day-to-day strategic guidance and management to the field and internal stakeholders to guide marketing priorities, ensure web site objectives are met, and continually raise the bar on quality program content.
Channel Manager • MSN Careers, MSN Travel, MSN Astrology • Promoted • October 2003 •
Working alongside marketing, development, business development and advertising colleagues, lead the evolution and growth of three of the top revenue grossing channels on the MSN network. Lead the design and development of customer programs, including e-mail and network-wide campaigns. Plan, direct and control the overall marketing plan for channel and consumer marketing to drive adoption of online services to meet annual revenue goals.
Channel Manager • MSN Dating & Personals, MSN Careers and MSN Teens • Promoted • September 2003 •
Promoted to assume responsibility for additional channels, including the research and development of an MSN Teens channel experience. Responsible for reporting and presenting findings to executive management, responding and addressing feedback and prioritizing changes. Drove outbound marketing programs and maintained overall responsibility for marketing plans and communications strategy to meet business objectives.
Channel Manager • MSN Health and MSN Careers • May 2000 - May 2001
Responsible for go-to-market planning and execution, customer research, marketing and sales program creation, collateral and web site content, product launch planning, coordination, and communication. Insure sales and marketing milestones are set and achieved and web product is delivered on time and to specification. Assist the business development department with pricing strategy for services based on growth and profitability objectives.
Product Manager • MSN Gaming Zone • October 1998 - May 2000
Responsible for the planning, development, and management of gaming channel throughout the product lifecycle. Efforts included gathering and prioritizing requirements, defining the product vision, marketing and customer support to ensure revenue and customer satisfaction goals are met. Expected to ensure that all product efforts are prioritized effectively and support the company’s overall strategy and goals.
Personal Trainer • Southside Booty Camps • January 2010 - Present
Instructor for the Ravenna Park Southside Booty Camp weekdays at 6:00 AM in Ravenna and Cowen Parks. As lead instructor, I am responsible for designing and facilitating weekday, one hour group work outs consisting of circuit training, cardio vascular fitness and upper body strengthening. As a personal trainer, I must be able to help my clients assess their physical fitness level and encourage and help them set and reach their fitness goals.
Adventure and Action Sports
2006 Pacific Crest Half Ironman Finisher
2007 New Balance Half Ironman Finisher
Completed10 Olympic Triathlons, 6 Sprint Triathlons
Completed 9 Half Marathons, 1 24-hour Adventure Race, 6 8-hour Adventure Races
Summit of Mt Rainier, 2008