Professional Experience
Freelance
- Partner with executive stakeholders to support marketing strategy, sales enablement, and digital operating model development across B2B and eCommerce environments.
- Contribute to the development of a Sales Enablement & Signal Orchestration approach, helping identify gaps in customer data, attribution, and pipeline visibility.
- Support discovery, analysis, and roadmap development by identifying process inefficiencies across demand generation, conversion, and fulfillment — translating findings into actionable recommendations.
World Surf League · Integrated Marketing
- Led the global revamp of social strategy, go-to-market initiatives, and content marketing framework for a community of over 15 million, focusing on key markets in the USA, Brazil, and Australia.
- Developed measurement and guidelines for partnership marketing content that boosted a 73% YoY increase in advertising value and increased organic engagement.
- Collaborated on a renewed Brand Voice & Tonality framework and Enterprise Social KPI development to strengthen and measure the league's larger brand identity, perception, and equity.
- Managed a Social Creative Agency and additional partners to develop digital properties centered around English & Portuguese speaking markets, enhancing audience engagement and expanding market reach.
- Initiated new digital marketing content tests and measurements to enhance first-party data collection, analytics, and social listening, resulting in improved cross-functional learning and substantial cost savings.
WNBA / Los Angeles Sparks
- Led revamped brand repositioning and market narrative strategies, overseeing all Marketing and Creative efforts. Surpassed Single Game Ticket revenue goals within less than 50% of the '23 season via integrated marketing strategies.
- Developed a strategic multi-year marketing business plan outlining activities, positioning, roadmap, advertising, and staffing — aimed at returning the franchise to top-valued status.
- Managed P&L budgets and external media and creative agencies. Revitalized website design and functionality, developed brand strategy guidelines, and re-architected social media strategy to enhance media planning and buying effectiveness.
Media.Monks / Google
- Directed a $80M+M annual global GTM media operation for Google; scaled team 140% and developed the agency model now used across multiple markets.
- Delivered media innovation frameworks, testing agendas, and MMM integration linking media investment to product KPIs and OKRs.
- Co-led agency and vendor relationships, optimizing cross-platform collaboration and performance. Spearheaded training programs to upskill 25+ marketers in strategy, analytics, and acquisition best practices.
Mullenlowe Mediahub / Fox Broadcast & Sports
- Onboarded and led the paid social strategy team to plan and execute over $20 million in media, forming partnerships and testing new platform betas/alphas — strengthening Fox Broadcast + Sports' market position.
Notable Projects
Theatrical First-to-Market Chatbot Activation on Reddit — platform's highest organic engagements (+42K) with Operam, Inc. + Orion Pictures.
Social Valuation Strategy Framework — increases $10M+ revenue YoY with World Surf League.
Optimized Operational Prototype Agency Framework for Global Media Best Practices for Google with Media.Monks.
