Digital Media Strategist
Digital Media Strategy | Performance Marketing | Team Leadership
Blending data-driven insights with creativity and strategy to deliver standout experiences that resonate.
I help advertisers get more from every marketing dollar. For 9+ years, I've crafted unique strategies, led my team, and worked hands-on across CTV, paid social, programmatic, and paid search for enterprise brands and agencies, including Fortune 100 names like Starbucks, The Home Depot, and Honda.
My clients rely on me as their main point of contact and trusted advisor. I stay on top of performance so they don't have to, flag opportunities before they ask, and bring new ideas that turn into incremental wins. When results stall, I find the real constraint, whether it's the offer, the audience, the structure, or the tracking, and build a plan to fix it. And I translate platform data into plain language, so every recommendation is clear, explainable, and easy to act on.
That approach shows up in the results. I've grown client budgets at every renewal since moving into account management, averaging 8-14% with one client up 60%, and turned a $20K project into a $120K+ retainer in six months. I've driven 20-30% ROAS gains across a $25M+ portfolio, lifted a client's organic search volume by 22% by pairing CTV with household retargeting, and co-led the U.S. Department of Health and Human Services' $105M COVID-19 vaccine awareness campaign.
People-first and data-led, I've formally managed a team of account managers who worked hands-on in DSPs daily and led cross-disciplinary teams of about 15. I use AI every day to spot patterns faster, and I stay accountable for every insight I bring to a client.
I hold a Master’s in Digital Marketing from Full Sail University (Valedictorian) and a B.S. in Graphic Design.
Core Competencies
Skills
Client strategy and growth
-
Retainer and expansion architecture
-
Enterprise account leadership at scale ($25M+ portfolio, 60+ accounts)
-
Executive advisory (C-suite counsel on product roadmap and platform priorities)
-
Client relationship management and trust-based stakeholder partnership
-
Strategic workshop facilitation
-
Digital transformation and change management
Go-to-market and positioning
-
Go-to-market strategy for product and feature launches
-
Sales enablement infrastructure (messaging frameworks, battlecards, talk tracks)
-
Competitive positioning and messaging
-
Account-based personalization strategy
-
Market research, audience insights, and persona development
-
Customer journey mapping
Demand and campaign execution
-
Full-funnel demand architecture
-
Event program strategy (multi-market, partner and executive events)
-
Integrated multi-channel campaign management (paid, content, email)
-
Lead scoring and intent-based email segmentation
-
Paid social and programmatic strategy
-
CTV strategy across the full product set (owned Location CTV and Marketplace CTV)
-
Geo-targeting strategy and execution
-
Audience segmentation and experimentation
Analytics and optimization
-
Campaign analysis and performance reporting
-
Pixel and conversion-tracking QA
-
Budget efficiency and ROI optimization frameworks
-
AI-powered analytics and reporting frameworks
Leadership and operations
-
Cross-functional team leadership (15+ people)
-
Cross-agency and vendor management
-
Embedded, cross-functional strategist
-
Escalation framework and team template development (playbooks, client comms, project timelines)
-
Training and mentorship
-
AI building (team AI projects, custom GPTs, skills that execute defined tasks)
Tools
Paid social: Meta, LinkedIn, Snapchat, Reddit, Pinterest, X, TikTok, Nextdoor, YouTube
DSPs and programmatic: The Trade Desk, Beeswax, Xandr, GroundTruth, Amazon DSP
Data and audience: LiveRamp, Clay
Paid search: Google Ads
Attribution and tagging: Meta Pixel, Google Tag Manager, Google Ads tags, LinkedIn Insight Tag, Reddit Conversion API
Analytics and reporting: Google Analytics, Looker Studio
CRM and email: Salesforce, HubSpot, Mailchimp
Social publishing and management: Hootsuite, Later, HubSpot
SEO: Semrush
Design and creative: Adobe Creative Cloud (InDesign, Illustrator, Photoshop), Figma, Canva, Wix, Final Cut Pro
AI and automation: Claude, ChatGPT, Perplexity, Windsor.ai, Zapier, Grammarly
Productivity: Slack, Asana, Productive, Notion, Google Workspace, Microsoft 365
Certifications: Pinterest Certified Media Buyer, Pinterest Advertising Essentials, Google Analytics, Google Ads (in progress), AI for Team Leaders, AI for Product Managers
Career Journey
Senior Client Strategist
Forrest Co
Mar 2026 - Present
Own performance and growth strategy across 8 B2B tech clients in Cloud Services, SaaS, and tech products, holding a portfolio-wide NPS of 57, and partner with Sales, creative, and client leadership to turn performance data into decisions.
-
Account expansion strategy: identified and scoped new opportunities for an enterprise loyalty platform client, growing a $20K project into a $120K+ retainer within six months
-
Launch strategy and hands-on search: took a new product line from brand to AWS Marketplace in about four months, running its Google Ads search program (3.75% blended CTR in the first 20 days, $103 per marketplace conversion over 30 days) and helping the client earn a $320K partner incentive on a $9M marketplace sale
-
Diagnostic strategy: isolated an offer and form problem, not a tracking problem, behind a landing page with 1,638 visits and zero submissions; rebuilt the path and re-QA'd tracking end to end
-
Always-on demand architecture: built a client's first always-on engine across paid search, paid social, retargeting, booking flow, and nurture, with a 3.40% search CTR and $3.93 blended CPC
-
Paid social optimization: ran Meta and LinkedIn campaigns hands-on; Meta retargeting ran a 3.28% CTR at $0.58 CPC against B2B references of about 0.9% and $1.70, and a LinkedIn event boost ran a 2.84% CTR at $3.00 CPC against a $10+ CPC reference
-
Lead prioritization: built an A/B/C lead scoring model with a set BDR action per tier; the first run flagged 23 of 43 visitors as Tier A and kept 14 low-fit contacts out of outreach
-
Experimentation and AI-enabled analysis: authored a 25-page B2B tech social media playbook and AI across clients to surface performance trends
-
Sales enablement: led a $41K GTM, contributing to 18 deals worth $1.08M in pipeline for a cloud marketplace ecosystem client
Account Strategy Manager
iHeartMedia (Unified)
Nov 2024 - Mar 2026
Strategic lead and escalation point for a $25M+ portfolio of 60+ enterprise accounts across CTV, paid social, and programmatic, including Starbucks, The Home Depot, Honda, and 20+ agency partners, accountable for retention and account expansion. Formally managed 5 account managers working hands-on in DSPs and platforms daily, and led a cross-disciplinary team of about 15.
-
Account expansion: grew client budgets at every renewal, averaging 8 to 14%, with one client's spend up 60%, by proactively bringing new solutions that drove incremental wins
-
Optimization strategy: improved ROAS by 20 to 30% by reallocating investment toward top-performing audiences and conversion drivers across programmatic and paid social
-
CTV strategy: owned Location CTV and Marketplace CTV, and a CTV-plus-household-retargeting strategy increased a client's organic search volume by 22%
-
Full-funnel growth: drove an 8% increase in hotel bookings for a casino and hotel client and a 22% increase in sales for a retail client
-
Product adoption: owned the rollout of a client-facing forecasting and performance dashboard, training 50+ client teams to 80% adoption in the first month
-
Team enablement: built the team's escalation framework and training templates, and streamlined delivery workflows that reduced campaign delivery timelines by 25%
-
AI-enabled operations: built AI-powered analytics frameworks that decreased reporting cycles by 40%
-
Cross-functional influence: partnered with Ad Ops, Measurement, Product, Supply, and analytics, and advised client executives on product roadmap and platform priorities
Paid Social Account Manager
iHeartMedia (Unified)
Aug 2022 - Nov 2024
Main point of contact for 10 enterprise clients, running their paid media hands-on across DSPs, paid social, and CTV, and co-directed the U.S. Department of Health and Human Services' $105M COVID-19 vaccine awareness campaign.
-
Hands-on DSP trading: set up and optimized client campaigns directly in The Trade Desk, Beeswax, Xandr, GroundTruth, and Amazon DSP, and held CPMs under $3 on an energy client's awareness program
-
Measurement-led optimization: on a pediatric healthcare account spanning Meta, Pinterest, TikTok, OTT, display, and podcast, owned pixel and conversion-tracking QA, moved the Meta objective from Traffic to Leads with conversions rising 68% the following month (1,325 to 2,238) while clicks fell about 9%, and moved the account from month-to-month to yearly campaign planning
-
Delivery and pacing: delivered 102% of impression goal across 31 line items on the same account, with 28 of 31 within 5% of goal
-
CTV strategy: built strategy across the full CTV product set and owned Location CTV and Marketplace CTV, increasing a client's website traffic by 16%
-
Client reviews and account growth: led weekly performance reviews and quarterly business reviews, and grew budgets at every renewal, averaging 8 to 14%
-
Testing and negotiation: ran conversion lift, brand lift, and bid-type tests, and negotiated rates and terms directly with publishers and media partners
-
Campaign performance at scale: the HHS campaign delivered 17B+ impressions and a 170% lift in conversions, and HHS's published benefit-cost analysis credits it with preventing nearly 2.6 million mild COVID-19 cases
-
Agency partnerships: helped build and scale the agency-focused arm of the business from initial partnerships to 20+ agency relationships
Account Coordinator
iHeartMedia (Unified)
Jan 2022 - Aug 2022
-
Improve ROI by 25%+ through campaign analysis, performance reporting, and audience segmentation.
-
Produce executive-level insights that shape product messaging, presented to C-suite leadership, and maintain 100% compliance with approved media plans across all campaign launches.
Business Development Strategist
Coldwell Banker (Anywhere Real Estate)
Jul 2020 - Jan 2022
-
Coached 150+ small business owners on brand, marketing, and growth strategy, running discovery sessions to identify market opportunities and audience expansion.
-
Led CRM training and onboarding for 150+ agents across new platforms, driving sustained adoption and building foundational sales enablement and change management experience.
-
Directly managed a 6-person office team.
Marketing Specialist
Coldwell Banker (Anywhere Real Estate)
Mar 2018 - Jul 2020
-
Build and run integrated campaigns across social, email, and digital channels, generating a 140% lift in engagement, 140%+ follower growth, and a 30% improvement in client retention.
-
Manage the digital presence for 17+ clients across social, newsletters, and website content, and own email end to end in Mailchimp, from design and copy through build.
-
Train 40+ sales professionals in platform adoption and customer journey mapping.
Education
2024-2025
Master of Science
Digital Marketing
Full Sail University
Specializing in advanced digital advertising, media strategy, and data-driven marketing solutions, with a strong foundation in digital marketing best practices and hands-on experience in campaign development and analytics.
Awards: Valedictorian
2019-2021
Bachelor of Science
Graphic Design
Full Sail University
Focused on visual communication, branding, and user-centered design principles, with a strong foundation in creative strategy and hands-on experience in developing marketing assets that enhance campaign performance and audience engagement.
Awards: Valedictorian, Advanced Achievement Award, Multiple Course Director Awards
.jpeg){kind=small}
Client Portfolio
My Creative Work
Video
Fiddle Leaf Lane is my independent lifestyle and travel channel. I shoot, edit, and publish every video, and it has reached 54K+ views and 358 subscribers.
A packing guide for our Alaskan cruise, planned, filmed, and edited independently. Part of a multi-episode cruise series built around what viewers search for when planning a trip. It's still one of the channel's most-watched videos three years later.
A day-in-my-life vlog and my most recent upload, mixing favorites, a mini haul, and a matcha walk. Filmed and edited independently.
Photography
I trained in photography through my B.S. in Graphic Design, where I learned composition, lighting, and editing. I enjoy capturing the places I travel to and the details that make each one feel distinct.
Graduate Coursework
The program focused on digital advertising, media strategy, omnichannel planning, and data-driven decision making, and it was built around applied work: a full digital marketing plan covering brand, audience research, search, social, email, PR, legal considerations, budget, and measurement, and a crisis communication plan. I completed it while working full time in client-facing strategy roles.
For my M.S. in Digital Marketing, I built a full digital marketing plan for a family-owned bakery: brand strategy, competitor and audience research, personas, channel plans, a legal review, a budget, and a measurement framework. It taught me to choose channels from the audience, not the platform, to name the metric before the tactic, and to plan for compliance and real staffing costs up front.
A fictional crisis communication plan for a hypothetical food safety incident at a family-owned bakery. It covers pre-crisis preparation (social listening, message templates, and a crisis org chart), stakeholder and SWOT analysis, a six-step response framework, a phased timeline from Day 1 onward, and a measurement plan aligned to the Barcelona Principles. The plan is built on one idea: decide who says what, to whom, and where before anything happens.