Senior Director, Shoppable Media Team, Tinuiti
2018 - 2023
Started as employee 45 and achieved successful company exit from private equity in 2020.
Grew team to 30+ people, grew client roster to 70+ clients and and tripled annual revenue from 2018 to 2023.
Compiled go-to-markets for senior leadership during team/company rebrands in 2019.
Partnered with the Sales team as a media leader–drafted complex SOWs with incentives, calculated pricing/employee allocations and attended pitches.
Increased cross sells 18% and client retention 12% YoY after rebranding to service more lines of business.
Created reporting dashboards for strategic initiatives by cleaning & merging data from diverse sources (CRM client revenue data from SalesForce, spend data from search engines, product category performance data for Market Research team, employee allocation data from finance teams, etc.)
Led cross-functional projects for product ad initiatives with other divisions (Search, Social, Retail Media)
Monetized Social Commerce capabilities with Instagram Checkout/TikTok Shops. Worked with senior product teams from TikTok, Pinterest, Instagram, Facebook on Shopping ads initiatives.
Collaborated with Facebook product team on short-lived alpha to make Meta’s version of Google Shopping.
Increased multi-division client retention by 11% in both 2019 and 2020.
Worked with internal Marketing team on webinars, case studies, speaking opps, event planning, blog posts.
Collaborated with technology partners on new feature rollouts, product adoption tracking, feature requests.
Mentored senior account managers & directors to take on more division responsibilities, triage at-risk clients, develop direct reports and collaborate with other stakeholders internally.
Compiled SWOT Analysis, competitor research, yearly goal trackers and managed division project roadmaps.
Work History:
Independent Consultant, Enchantments Digital
2023 - Present
Associate Director, Shoppable Media Team, Elite SEM/Tinuiti
2017 - 2018
Managed P&L through growth phase + multiple acquisitions (Social, Email/CRM, Marketplaces).
Grew team to 22 people, client roster from 30 to 40 clients and annual revenue 30%.
Increased average revenue per client by 12% each year in 2017 and 2018 through same store growth.
Compiled materials and put together slides for private equity/board presentations.
Owned media spend forecast projects with finance team & led relationship profitability audits.
Grew pipeline, attended and supported sales pitches, created collateral to grow division.
Owned & fostered deep strategic relationships with technology partners and publisher partners. (Google, Bing, Meta, Feedonomics, SA360, Kenshoo). Led Joint Business Plans, QBPs and all co-marketing initiatives.
Led projects with Google product team focused on Google’s short-lived “Buy Button” marketplace program.
Worked in the weeds to solve data feed + Shopping campaign technical issues for a roster of 70+ clients when everyone else on the client/agency teams got stuck.
Retained revenue as a strategic partner for top tier clients (Etsy, Eddie Bauer, Overstock, Harry & David, etc.). Did monthly check-ins/at-risk relationship management, cross-selling, staffing exercises, contract renewals, etc.
Mentored senior account managers and people managers.
Managed junior/senior employees during employee turnover and maternity/paternity leaves.
Co-Founder, Division Lead, Shoppable Media Team, Elite SEM
2015 - 2017
Broke out Google Shopping from Paid Search to create a startup division within the agency.
Co-founded Shopping & Feed division–focused on Google/Microsoft Shopping ads, product data feed management, and comparison shopping engines.
Built out a full business plan and collateral for internal executive team stakeholders.
Built out collateral for external stakeholders to market and promote the new division.
Closed deals–put together audits, proposals, attended in-person pitches + negotiated pricing for new clients.
Organized team trainings, intern trainings, culture events. Conducted interviews + reviews.
Grew team to 15 people, client roster from 5 to 30 clients, and doubled annual revenue over 3 years.
Elite SEM featured on the Today Show.
Senior PPC Account Strategist, Elite SEM
2013 - 2015
Started in Paid Search working on high profile retail eCommerce clients.
The company was mainly focused on B2B/lead-generation paid media management while my background was in retail eCommerce.
Successfully managed Google Shopping campaigns for our company's largest eComm clients until we grew too big for one person to manage everything.
Senior PPC Account Manager, Adlucent
2011 - 2013
Fed my passion for growth hacking going from an internship to the account owner for the company's 2nd largest ($1MM/month) spender (Oriental Trading).
Presented to C-level stakeholders regularly, met with client merchandising teams, and tackled the more strategic sides of product advertising.
Successfully managed Google Shopping campaigns for our company's largest eComm clients until we grew too big for one person to manage everything.
Built relationships with the in-house agency product team that developed bidding technology.
Background
Senior PPC Account Manager, Adlucent
2011 - 2013
Senior PPC Account Strategist, Elite SEM
2013 - 2015
Senior Director & Co-Founder, Shoppable Media Division, Tinuiti
2015 - 2023
Recent Projects
eCommerce Ads
Implemented successful eCommerce advertising campaigns for various clients, resulting in increased online sales and brand visibility.
Performance Max Campaigns
Created and optimized Performance Max campaigns for clients, driving high-quality traffic and maximizing conversions.
Product-Centric Advertising
Developed effective product-centric advertising strategies to showcase client's products on multiple platforms, including Google, Microsoft, Pinterest, TikTok, and more.