My Background
With 20 years of experience spanning sales, marketing, and business operations, I am focused on advancing to the next stage of my career—centered on leadership, strategy, and meaningful impact.
My sales background has made me quick on my feet, highly adaptable, and effective at communicating clearly while navigating and overcoming objections.
My marketing experience is broad and hands-on, encompassing demand generation, eCommerce, web and UX design, SEO, PPC and SEM, analytics, merchandising, graphic design, and martech platforms including HubSpot, JIRA, and Agile workflows.
The result is a confident, dependable, and supportive leader or strategist who is comfortable in C-suite discussions, expense and planning committees, and direct client engagements.
I believe sustainable growth is often unlocked in the unglamorous, easily overlooked details—the work many avoid because it requires patience and precision. My approach is to analyze deeply, develop a clear action plan, roll up my sleeves, and execute.
Experience
2024 - Present
Director of ECommerce
2022 - 5/2024
Digital Marketing &
eCommerce Manager
2021 - 2022
Digital Marketing
Manager, Software
2020 - 2021
Senior SEM Strategist
2019 - 2019
Digital Marketing Manager, E-Commerce
2015 - 2019
Owner / Freelancer
2013 - 2019
E-Commerce SEM & Business Development
2011 - 2018
Sales
Tracking
Calendar App
Owner / Entrepreneur
2009 - 2011
Territory Sales Manager
2005 - 2009
Yellow Pages Field Sales Executive
Honest Marketing
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Assisting with ecommerce site migration from WooCommerce to Shopify
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Introduced Google and Bing PPC to drive new customer acquisition affordably
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Co-managing email marketing for promotions, product education and customer communications
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Product attribute mapping and optimization for better shopping UX through enhanced filtering accuracy
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Foundational SEO: Meta data, headings, alt tags, image names, content marketing and product page rankings.
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Exploring AI SEO, successfully growing AI sourced traffic
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Black Friday - Cyber Monday ops for record growth
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Product migration
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New product administration
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Reporting analysis and analytics
Week 1: Launched Bing SEM, adding $75K/month @ 2,200% ROI
Week 4: Earned CFO trust to build new, responsive website
Week 6: Brought Google SEM in-house from an agency.
Week 8: Grew Google SEM Revenue + Quadrupled ROI
Months 8-11: Managed front end dev team to redesign website with heavy focus on CRO. Site launched successfully, on budget, with +20% conversion rate and +10% AOV
Additional responsibilities included:
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Display ad and website banner design
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Magento website administration (promo codes, data attributes, category structure, products, pages, etc.)
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Product marketing (using search and heat map data to help improve and refine engagement with new products.)
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JIRA dev roadmap and agile front end dev management
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Helping understand and leverage algorithms within retail procurement marketplaces.
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LinkedIn and Meta paid advertising
Built and executed comprehensive SEO plan, including: keyword mapping, meta data, alt tags, schema mark-up, content strategy, site flow, product SEO, and Google Search Central.
Designed and created advertising banners and social graphics.
LinkedIn & Meta / Facebook targeted audience paid advertising.
Used HubSpot and Salesforce to map customer journeys for new software users for insights to use in order to optimize our lead generation, lead flow and shorten our sales cycles.
Boutique advertising agency where I handled 30+ Google & Bing Search PPC & Google Shopping ad accounts end to end for an exciting variety of companies.
Handling a variety of SEM including:
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Google & Bing search campaigns
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Google & Bing shopping campaigns
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Display campaigns
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Remarketing & Audience campaigns
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Video campaigns
I started just before COVID hit and the revenue and ROI improvements made across all of my accounts helped our clients weather the lockdown and thrive.
​Weeks 2-4: Given full responsibility for Amazon sales. Quickly grew profitability 418%+ by optimizing product SEO, pricing strategy and working with COO to keep products in stock for FBA.
Week 6: Brought Google & Bing SEM in-house from agency. Eliminated $50,000+ in click waste almost immediately.
Month 2: Created on-site SEO Plan and content strategy
Month 4: Hired fantastic SEO Technical Writer for my team
Month 6: I spent 6 weeks optimizing Product SEO on 1,000+ SKUs
Created and owned digital footprint for a Raw Dog Food company. After growing their distributor base by 500%, I added distributor customer acquisition support and grew the company so much, so fast that the production facility imploded. Learned to make sure production capacity is compatible with growth goals.
Worked with mobile app owners to create end to end launch plans including: competitive research and strategy, websites, SEO, ASO, app graphics, Apple App Store PPC, Google App Ads, Facebook App Install Ads, & Google & Bing Search PPC.
I owned and optimized intense Google & Bing Search & Shopping accounts across 35+ websites and with 1,400+ campaigns and 7 figure/yr. ad spend. I grew Amazon sales & profit for portfolios with 500,000+ SKU's
Managed third party e-commerce clients and created strategies to grow multiple e-commerce sites in the same space, simultaneously using deep target mapping in order to reduce internal competition.Strategized and executed new business launches and test cases. Quadrupled revenue on a new home improvement e-commerce venture immediately after gaining the project.
Based on a schedule book designed for salespeople that I had previously taken from concept to market in six weeks, the Sales Tracking Calendar App combined goal tracking with sales scheduling. The app tracked your sales pipeline, which could be shared with your sales manager. Using your personal conversion rates for calls and presentations, your average AOV and your goal deadline the app would provide you with exactly how any calls and presentations you needed per day/week in order to hit your goals by the deadline.
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Designed my own website with successful backlink strategy and solid SEO foundation.
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Developed ASO strategies to leverage app store search algorithms to drive downloads to my app organically.
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Managed Facebook app install ads
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Managed Google app install ads
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Managed Apple App Store PPC
Sales Tracking Calendar App was featured alongside Salesforce, GoToMeeting and Evernote as one of the Top 5 Must Have Apps for Salespeople in iPhone Life Magazine. (See left for article).
Led a team of credit card processing and payroll salespeople for Heartland Payment Systems - in addition to being an active outside field sales rep myself. I trained our new hires how to break apart complex financial statements and find hidden fees and charges.
400+ hours in-classroom of sales presentation, objection handling, ad design and selling psychology training. Worked with hundreds of business owners to learn what worked for them and what didn't.
2004 - 2005
J&L Marketing
Promotion Coordinator
I traveled to car dealerships all across the United States to run direct mail promotions. I would interview people who came in to see if they won, find out if they were in the market for a car and turn them to a salesperson. I held a morning meeting to get the sales team on board.
