Driving Brand Growth
Through Data-Driven Media Strategy
7+ years managing multi-channel campaigns across linear TV, OTT, radio, direct mail, and paid search — with a proven track record of measurable business impact.
Results-Driven Marketing Leader
I didn’t start in marketing because I wanted to run ads. I started because I was obsessed with why things work — why one message lands and another doesn’t, why a brand dominates a market and a competitor with the same product fades. That curiosity is what led me to performance marketing, and it’s what’s kept me in it for over seven years.
Most marketers live on one side of the funnel. I’ve always worked across all of it — managing $6M+ in monthly spend spanning linear TV, OTT, radio, direct mail, paid search, and programmatic, while keeping one eye on brand awareness and the other on CPA. That dual fluency in traditional and digital media is genuinely rare, and it gives me a perspective most performance marketers don’t have: I know how the upper funnel feeds the lower funnel, and I build strategy around that connection.
I’m a data-first operator, but I don’t hide behind dashboards. I use incrementality testing, multi-touch attribution, and cross-channel analytics to make confident decisions — and then I communicate those decisions clearly to leadership and agency partners. I believe the best media strategy is one that’s explainable, defensible, and built to prove results, not just report them.
Based in Houston, TX and currently open to new opportunities. If you’re building a media function that needs to connect brand and performance — let’s talk.
Multi-Channel Media Expertise
Deep experience across linear TV, OTT/CTV, radio, direct mail, digital OOH, paid search, paid social, and programmatic display — a rare combination of traditional and digital media buying.
Brand Growth & Awareness
Proven ability to grow brand presence and capture share of voice through strategic media buying, creative testing, and competitive daypart targeting.
Data-Driven Decision Making
Advanced analytics using incrementality testing, multi-touch attribution, Sigma dashboards, and Looker to drive confident media mix decisions.
Large-Scale Budget Management
Experienced managing $6M+ in monthly spend with full accountability for strategy, buying, optimization, and performance tracking.
Professional Experience
A track record of driving measurable growth across diverse industries and channel mixes.
- Managed over $6M in monthly media spend across linear TV, radio, and OTT, overseeing full-funnel strategy, media buying, campaign optimization, and performance tracking.
- Grew brand awareness by 30% through strategic daypart targeting, spend allocation, and creative differentiation across linear TV, outpacing key competitors in the debt relief space.
- Negotiated favorable rates with linear TV partners, securing a 10% reduction in CPM while expanding reach and increasing impression volume across key markets.
- Managed relationships with broadcast radio and linear TV agency partners, verifying the accuracy of leads delivered, analyzing performance data, and making specific optimization recommendations to improve lead quality and channel efficiency.
- Reduced CPA by 15–25% through optimization of placements, bidding strategies, and creative testing across broadcast and streaming channels.
- Drove 25–35% overall revenue growth by reallocating spend based on incrementality testing and cross-channel performance insights.
- Built AI-powered reporting workflows and Sigma dashboards to automate daily clearance vs. prelog reconciliation and track WoW and MTD pacing — shifting reporting from manual extraction to strategic synthesis.
- Managed direct mail campaigns through Valpak, coordinating over 1M+ mail pieces per month, achieving a 2% response rate and a 7% Media Efficiency Ratio (MER), driving measurable brand awareness and new customer revenue.
- Managed campaigns directly in Google Ads, Meta Business Manager, LinkedIn Campaign Manager, and programmatic display platforms, handling everything from keyword strategy and audience building to bid management and creative testing.
- Used Google Tag Manager to implement conversion tracking pixels and call tracking, making sure attribution data was accurate and optimization decisions were based on clean reliable numbers.
- Achieved a 25% increase in conversion rate and a 20% reduction in CPA through targeted bidding and budgeting strategies across paid search, display, and social channels.
- Drove a 30% increase in ROAS through continuous campaign optimization, creative testing, and data-driven recommendations.
- Managed Digital Out-of-Home (DOOH) advertising campaigns, driving a 20% increase in brand awareness that directly contributed to bottom-of-funnel conversions and overall revenue growth.
- Partnered with programmatic agency partners on joint campaign deep-dives to identify performance gaps and improve efficiency across Display and Programmatic channels.
- Managed Google Ads and Bing Ads campaigns directly in-platform across both consumer and business divisions, owning keyword research, match types, bid adjustments, and day-to-day optimization, while using Looker to track performance and build dashboards that informed our decisions.
- Conducted regular A/B testing and delivered data-driven recommendations, leading to a 25% increase in ad engagement and directly contributing to overall business revenue growth.
- Managed and optimized Performance Max campaigns, increasing conversion rates by 30% and achieving a 20% reduction in cost per conversion, directly acquiring net-new customers for the business.
- Leveraged LinkedIn Ads to target business internet decision makers, supporting B2B lead generation and brand awareness for the business division.
- Built and launched Windstream’s paid search presence for its business division from the ground up, scaling campaigns that had no prior history and driving 50% revenue growth within the channel.
- Met regularly with clients to review campaign performance, adjust strategy, and identify new opportunities, maintaining an 85% client retention rate.
- Managed 100+ client accounts across healthcare, automotive, legal, home services, and communications, keeping campaigns performing consistently and clients satisfied across the board.
- Grew revenue across managed accounts by 20%+ by staying proactive with clients, tailoring media strategies to their specific goals, and continuously optimizing toward better results.
- Managed multi-million-dollar annual ad budgets and consistently delivered a 30% increase in ROAS, using Salesforce to track performance and keep reporting clear for clients and internal teams.
Key Results & Metrics
Numbers that tell the story of measurable, consistent performance across every role.
Case Studies
Four deep dives into the strategic thinking, analytical frameworks, and execution behind my most impactful campaigns.
Proving True Channel Lift with Incrementality Testing
When pixel data told one story and attribution told another, I designed a geo-based holdout test to find the truth — and the results changed how we invested $6M+ in monthly media spend.
Building Demand Before Launch Day
Started marketing 3 months before Gig Internet launched — building a warm retargeting audience before the product was ever available to buy.
↑ 15% revenue increase in launch month
When Good Numbers Hide Bad Structure
A deep audit revealed a structural flaw quietly redirecting budget away from new customers toward people who would have converted anyway.
↑ 25% conversion rate · ↓ 20% CPA
From Zero to $1M+ Monthly in Paid Search
No historical data. No prior campaigns. Just a blank slate and a mandate to build a paid search program from the ground up.
↑ 4x budget growth · ↑ 50% revenue
Marketing Tools Built with AI
I don’t just talk about AI fluency — I build with it. My AI-powered ad copy generator creates platform-ready copy for Google Ads, Meta, and LinkedIn in seconds, complete with strategic rationale for each variation.
Skills & Expertise
A full-stack performance marketing skillset spanning media buying, analytics, and strategy.
Performance Marketing & Media Buying
Analytics & Attribution
AI & Automation
Campaign Strategy
SEO & Digital Strategy
Agency Partner Management
Certifications
Industry-recognized certifications that validate my platform expertise and commitment to continuous learning.
Google Ads Certified
Google Analytics Certified
Apple Search Ads Certification
Apple
SEMrush SEO Toolkit Certification
SEMrush
Edge Academy — Marketing Foundations
The Trade Desk
LinkedIn Advertising Fundamentals
LinkedIn Marketing Measurement
LinkedIn Marketing Strategy
BS, Business Administration
Marketing Concentration
Winthrop University — Rock Hill, SC
Volunteering
Giving back to the community and showing up beyond the job description.
Host City Ambassador · Houston, TX
Served as a Host City Ambassador for the FIFA World Cup 2026 in Houston — one of the largest sporting events in history. Represented the city to international visitors, provided wayfinding and hospitality support across match day operations, and contributed to the fan experience for a global audience spanning dozens of countries and languages.
Volunteer Leader · Charlotte, NC
Mentored and tutored children across multiple subjects in the Charlotte community, leading structured sessions that improved academic confidence and outcomes. Supervised volunteers to maintain quality and consistency across all tutoring activities.
Get In Touch
Open to new opportunities and conversations. Reach out via email, phone, or LinkedIn.