Overview

I’ve led creative execution and written content for voice and tone brand guides, website and mobile app upgrades, product launches, acquisition landing pages, company announcements, global crisis outreach, product deprecations, and marketing campaigns for B2B and B2C - across all digital channels. I also have a strong success rate in building brand awareness and revenue increasing strategies through organic and paid social media initiatives. Along with a strong content writing and strategy skillset, I have a background in user experience design and site mapping.

In my recent role at Checkr, I am responsible for running the Top-of-Funnel Demand Generation team. In the first 6 months in the position, my team captured 15,256 engagements, secured 1,271 MQLs and closed $1,017,859 in closed new business.

notable accomplishments

  • Lead Pindrop ‘s GTM new product launch strategy and creative from ideation through execution including web, advertising, PR, sales enablement and internal comms. Success includes: Featured spot on CNN and a pipeline increase of x3 our goal.

  • Improved Checkr's top-of-funnel marketing campaign results by 120% by building cross-department relationships and new process, and revamping the entire creative direction and digital strategy.

  • Guided an underperforming top-of-funnel marketing team pacing at 80% to goal prior to my leadership to finish the year at 115%

  • Wrote content and lead execution strategy for a disaster relief campaign that reached 90 million people and resulted in raising 36 million dollars for Hurricane Harvey disaster relief efforts

  • Lead creative execution for a PayPal brand marketing campaign with a target of 150 million impressions across all channels, including a Times Square PayPal billboard

  • Increased social media engagement on Facebook by 70% in 3 months for CorePower Yoga

  • Proudly fit 17 theme relevant puns into one, considerably short, email promotion

PROFESSIONAL EXPERIENCE

Pindrop

Head of Brand and Digital Experience | April 2023 ~ Present

  • Oversee all creative requests, manage the creative team, and execute projects.

  • Drive rebranding initiatives, including the development of a Brand Voice and Tone Document, Writing Style Guide, redesigning the online presence, and standardizing emails, social media, and event collateral for a cohesive brand presence. Results include a comprehensive brand identity system adapted across every department.

  • Orchestrate a comprehensive email strategy, leading marketing efforts, and collaborating with Customer Success and Demand Generation to ensure seamless and engaging communication across all lifecycle stages. Revolutionized the design, technology, and build process of emails, achieving a 10% increase in open rates and saving over 20 hours of execution resources per month.

  • Conceptualize and lead a team in developing innovative content for web, campaigns, and sales enablement, driving significant SEO growth by building the content strategy from the ground up. Oversee the ideation, creation, editing, and project management of high-quality content. Results include increasing web click-through rates by 176.2%.

  • Craft and implement content strategies to propel demand generation campaigns and bolster mid-funnel sales activities, ensuring alignment with pipeline goals and effectively supporting product initiatives. Activation involved successfully aligning Product, Sales, RevOps, and Marketing teams for cross-departmental collaboration and approval of a new approach to messaging and strategic content implementation.

  • Leading a comprehensive website redesign, focusing on UX, tech stack, and implementing a new reporting system to significantly improve conversion rates, while overhauling product marketing messaging and integrating a new SEO growth strategy. This initiative aims to turn the website into a lead generation tool, enhance user experience, drive conversions, and position the company for substantial growth.

Brand + Marketing Consultant

Freelance Creative Director | December 2019 ~ Present

Recent Clients and Projects

  • PwC (PriceWaterhouse Coopers LLC) - Content Designer responsible for rebranding a big data platform and executing all GTM content.

  • Entrepreneur and Social Media Influencer (180k+ followers) - Creative Director and Brand Consultant for a brand pivot. Created new digital identity to match original social media voice and tone with evolved business goals. Designed and launched new website.

  • Financial Services Professional Firm - Developed and execute social media strategy across all channels. Since implementation, there is a weekly engagement increase of 700% and an overall reach growth of 3500+. Efforts have resulted in turning social media into a reliable and successful channel for creating inbound sales leads and securing new business.

  • Podcast - Designed brand identity, created design assets for social media and monthly email campaign. Write content and manage all social media accounts, monthly newsletter, and client/guest communication.

Checkr

Senior Manager of Demand Generation | January 2022 ~ February 2023

Department: Brand Marketing Team

  • Create marketing programs to generate the pipeline needed to achieve Checkr’s annual revenue target, ensuring that marketing commit is on target and high quality

  • Manage marketing orchestration capabilities such as list segmentation and scoring to deliver more targeted and relevant messaging to improve engagement and ultimately conversion of prospects

  • Evaluate and manage yearly event plan and roadmap

  • Lead a team of marketing professionals with unwavering focus, a sense of ruthless prioritization, and a drive for making a positive impact on the business and the team

  • Own annual marketing top of funnel pipeline planning process, create and maintain funnel model, and produce performance reports against targets

  • Turn data into marketing intelligence, and help past performance lead to pipe-generating future plans

  • Cultivate a test-and-learn culture and lead innovation projects for the team including new program launches, leveraging martech tools; maintain pulse on industry trends, content gaps, standard methodologies, technologies, competitive landscape, etc. and apply those findings.

  • Determine the tactical mix between email, digital advertising, SEO, webinars, and social.

  • Partner with Checkr’s campaign operations team to improve the efficiency and effectiveness of our marketing automation system to better nurture leads, increase conversion rates to marketing qualified leads and improve the integrity of the overall database nurture.

RealPage

Creative Director - Copy | April 2021 ~ January 2022

Department: Buildium Creative Team

  • Manage brand, voice and tone for four different products to reach and capture varied audience interests and boost in-product engagement.

  • Create high-impact product messaging for all marketing media, contributing to increases in revenue and market share.

  • Research, write and implement meta descriptions, keywords and image tags to increase SEO.

  • Initiate collaboration across engineering, sales and strategy departments to develop product enhancements.

  • Lead copy direction and UX experience for projects from ideation and brainstorm through development, GTM and nurture.

PayPal                          

Senior Copywriter | March 2017 ~ November 2019

Department: Global Brand Creative Team      

  • Managed creative execution for consumer and business to business marketing campaigns, website and mobile app upgrades, product launches, acquisition landing pages, company announcements, global crisis outreach and product deprecations for both B2C and B2B audiences.  

  • Developed messaging toolkits and guidelines for distribution to all global offices and outside agencies. Toolkits provide copy solutions implemented across multiple channels for all business functions for B2C and B2B, targeting both acquisition and lifecycle.

  • Led creative campaigns to promote brand sponsored events and guerrilla marketing initiatives through in-house execution and outside agencies.

  • Strategized, simplified and wrote government required communication reaching all PayPal account holders and stakeholders.

Copywriter | January 2016 ~ February 2017

Department: North American Creative Concepting Team

  • Outlined and wrote content for web and mobile brand and marketing campaign needs which include the following: interaction flows, video scripts, marketing campaign emails, paid media, product UI, paypal.com and landing page user flows and content. 

  • Turned global campaign strategies into a clear and engaging story for PayPal customers, across all touch points including micro-content, UI labels, emails and internal communications. 

  • Presented work and articulated UX design thinking to teammates, product owners and other stakeholders. 

  • Collaborated with design agencies to influence page layout, interactions and visual design.

  • Coordinated content with Brand, Marketing and Operations teams to ensure execution of a consistent end-to-end experience. 

  • Used data and research to evaluate deployed content impact, and push for continuous improvement that show real business results. 

  • Always maintained and evolved PayPal’s content standards, including voice and tone.

CorePower Yoga                          

Social Media Manager | June 2014 ~ December 2015

Other roles include: Studio Manager & Yoga Teacher

  • Strategized and implemented strategic Facebook campaigns to support the brand and growth of the Northeast region studios. 

  • Provided customer service support through Facebook posts and messages. 

  • Developed long term social media plans to build brand equity and a digital community. Implemented short term promotions that supported four different studio locations and needs. 

  • Managed all incoming requests for Boston area events and applied brand consistency throughout all marketing collateral and social media presence. 


Hunt & Gather Agency                          

UX Writer + Content Strategist | September 2012 ~ January 2014

Clients: ESPN, Macmillan Publishing, Tufts Health Care, MITX, GreenLight Fund

  • Oversaw all agency client relationships, focusing on account growth, prioritizing resource allocation and defining global agency deliverables. 

  • Strategized and led complex digital marketing initiatives by conceptualizing marketing strategies. 

  • Managed all aspects of projects, leading client interaction, creative direction and technology. 

  • Successful projects executed; CMS and CRM website development, mobile applications, responsive site conversion, social and email marketing campaigns. Strategic responsibilities include; site mapping, UX design, copywriting and analytics analysis. 

Account Strategist | January 2012 ~ September 2012

Clients; MITX, ESPN, Foro Energy, Norton Publishing, LionBridge

  • Spearheaded client projects with strong attention to detail. 

  • Lead and managed a team of creative and technical members from start to finish on all aspects of projects including; brainstorming, client relations, scheduling, metric analysis, budget tracking, status reporting and day-to-day management. 

  • Ensured delivery of projects on time and on budget.  



DTS Creative Agency          

Brand Manager | October 2010 ~ September 2011

Clients; Sony Records, Stieff Antiques, Lisa D’Amato     

  • Innovated and executed brand image and strategy for a mobile application start-up and their clients. 

  • Responsibilities included: website design and account management, social media creation and management, new market strategizing, new business development, pitch research, new business creative strategy and presentation production.


Boston Phoenix Media Group           

Social Media & Promotions Manager | May 2010 ~ September 2010 

Services: Managed Boston Phoenix, Stuff Magazine and WFNX radio digital landscape, engagement & promotions

  • Offered intuitive creative support and insight to the marketing department, wrote press releases regarding new partnerships and upcoming events. Wrote article and event pitches and pitched to various media outlets. 

  • Collected, analyzed, and researched weekly social media, email, and web analytic trends. 

  • Brainstormed and executed consumer engaging contests and giveaways using innovative original ideas and strong understanding of the target audience and goals of the client and their partners.


Formula PR

Public Relations Associate | July 2008 ~ November 2008

Clients: Turks & Caicos Tourist board, Karisma Resorts, Project 7, ESPN

  • Developed press releases, pitched to media outlets, coordinated press trips and outreach campaigns to media and target consumers, created media guides, planned promotional events.

  • Strategized, wrote and managed twitter content for various clients. 


Interscope Records                                             

New Media Intern | November 2005 ~ December 2006

Clients: M.I.A, Gwen Stefani, All American Rejects, 50 cent, Snow Patrol

  • Updated and created Myspace accounts for new artists, facilitated existing band web pages and company’s main website.



EDUCATION

Emerson College M.A. in Global Marketing Communication and Advertising, August 2009 ~ August 2010

Chapman University B.A. in Public Relations and Advertising, Minor in Music, August 2003 ~ August 2007

Semester At Sea Circumnavigated the world by ship visiting 11 countries, January 2006 ~ May 2006