In the last two years, I've been a fractional CMO for over half a dozen companies since and have developed a marketing practice to approach team building and marketing leadership with empathy. What that means is listening, doing the deep work to understand the challenges team members and marketing functions face, and doing my best to unblock those challenges while also identifying areas of opportunity through my 17 years of experience in this field. Some numbers to share: I've led teams of 7 direct reports on average, managed combined budgets of upwards of seven figures (annual), grown teams from 2 to 15, impacted growth by increasing revenue by over 300% on average, decreased CAC by 85% on average, increased conversion rates by 240%, and increased site traffic (with fixed budgets) of over 809%.
I can help your company create compelling and genuine brand stories that could lead to industry award-winning campaigns.
Expertise
Building a team
I've led teams as large as 25 and have grown marketing organizations from 1 to 25 for small to medium sized companies along with startups. Typical size of direct reports have been between 3 to 7, and functions include email, content, SEO, paid acquisition, design & development, social media, videography, photography and e-commerce management.
Content marketing
I've managed content marketing at larger Fortune 100 companies, and I've also developed strategies for more nimble startup operations, which have resulted in companies being acquired and exited, and/or reaching Series A rounds.
Conversion rate optimisation
I advice on conversion rate optimization across both B2B and B2C. I have case studies that are industry specific, upon request, and have pushed the needle to grow conversion rate by triple percentage points in some cases. The focus should be on user experience, designing with purpose, and compelling value add content.
Copywriting
I've been a professional copywriter in prior roles, earlier in my career, and have developed copy for almost every industry known to man, including highly technical industries and also very niche consumer industries. I've also written copy as diverse as high-end luxury jewelry to documentation for third party API developers, and everything in between including web3 and crypto currency.
Design / UX
I've served as the primary creative director on every design project under my micro agency, RankFile.co, and have also led design teams as large as 5 that have focused on UI & UX design across web, mobile, apps, for the last 7 years.
Growth marketing
I've been a growth marketing leader for roughly 7 years now, and have developed a marketing practice as a fractional CMO working for both B2B and B2C businesses. I also lead a micro performance marketing & creative development firm (RankFile.co) where we manage the growth marketing efforts of SMBs, startups, tech companies, and e-commerce brands.
PPC strategies
I've led PPC and user acquisition strategies for a variety and wide range of businesses. My PPC practice includes developing the strategy and management of campaigns which span Google Ads, Amazon Ads, Facebook Ads, TikTok Ads, Pinterest Ads, Bing Ads and more.
Social media
I've led social media management and large brands such as Toyota and Farmers Insurance, and have also been apart of SocialMedia.org councils where industry trends are discussed, and have led roundtable discussions on the practice and management of social media inside brands.
Toolkit
Constant Contact
Expert user in ConstantContact and have managed large scale email campaigns for regional based businesses along with B2C and B2B startups. I can mainly advice on strategy at this point.
Google Analytics
Utilize Google Analytics and GA4 for analytics configuration and for assessing marketing performance as a key component to my tech stack for well over a decade now. Have also leveraged to configure conversion analytics across paid and organic campaigns.
Google Tag Manager
Utilized Google Tag Manager to configure conversion analytics across several client verticals, primarily for use in detecting conversions and user engagement across platforms such as Google Ads and Meta/Facebook Ads.
Hootsuite
Leveraged Hootsuite to manage social media marketing channels within one platform for purposes of scheduling posts, creation of posts, holistically measuring engagement across each channel, along with leveraging it to lead team functions such as community management via the platform as well.
Hotjar
Leveraged HotJar for assessing user journey, improving conversion rates, and for informing landing page design and creative development. Also, utilized for user behavioral analysis, discovering site pain points, and user surveys.
HubSpot
Have led and consulted on multiple HubSpot integrations, and have managed inbound and outbound campaigns on the platform. Also, consulted on clients streamlining their tech stack solutions to wind down from other CRM or marketing platforms.
Jira
Utilized JIRA in a prior corporate role to input and document product development feedback, documenting bugs, keep track of product roadmap, rollouts and enhancements.
Mailchimp
Utilized MailChimp across mainly services based clients, and SMBs as it seems much more accessible for those types of businesses. Have also helped certain clients migrate from MailChimp to services such as Klaviyo, and Apollo as it made more sense.
Segment
Leveraged Segment to build audiences and create custom campaigns to understand the user journey, and identifying which customer segment performs most effectively. Also leveraged Segment to deliver personalized customer experiences and conduct A/B tests on those experiences. Also, helped to inform the marketing strategy and demand generation practice across two separate B2B tech/SaaS businesses. All of this resulted in improved digital ad campaign performance.
Semrush
My SEO teams have utilized SEMRush across my SEO practice for well over a decade now. Leveraged it for keyword selection, reporting on ranking performance, SEO dashboard creation and much more.
Zoho
Managed a several regional services based client's Zoho integration for lead generation and CRM functionality purposes. Although these particular set of clients were services based primarily, the experience will lend itself effectively for clients in the B2B tech space.
Industries
E-Commerce Platforms
Expert e-commerce marketer with decades of experience launching and scaling numerous brands via cutting-edge marketing strategies which include high ROI digital ads, and marketing automation.
Consumer Applications
Experienced consumer marketing leader, having led teams at large enterprise companies including Yahoo, Toyota and Farmers, while also building numerous consumer tech startups as a part of the C-Suite with several exits.
SaaS
Seasoned B2B marketer, having served as an advisor to numerous startups and two successful B2B company exits. Scaled and led teams and advised on product development, product market fit and marketing strategy and brand vision.
Digital Media
Founded and lead, Rank & File, a creative ad agency and startup think tank. We help emerging brands tell authentic stories by uncovering true competitive advantages, and understanding motivations. Our ultimate goal is to develop date-driven strategies that give consumers a real reason to engage. Since 2018 we've helped launch 18 startup brands from scratch and help to drive seven figures in annual revenue for just over half of them. We do this through what we call data-informed storytelling.
EdTech
Helped successfully lead the marketing organization and scale lead generation growth for an EdTech client, to a successful exit. Developed marketing strategy and execution across Google Ads, LinkedIn Ads, and Facebook Ads. Launched new brand campaigns and v2 of GTM strategies. Consistently exceeded industry benchmarks on advertising KPIs. Decreased blended CAC by 45%. Increased site conversion rate by over 20%.
Experience
WE ARE THE BOARD
Founding Member / Fractional CMO
A curated and coveted network of C-level consultants working across DTC retail, beauty, tech, fashion and lifestyle brands. THE BOARD is rewriting the role of vetted consultants and what it means to represent a brand's board of experts. We are a community of value driven talent that have held high positions in global companies, agencies, or successful start-ups and we work with innovative brands, disruptors, and passionate founders dedicated to sensing & solving an organization's most complex challenges.
We come together to share opportunities, learnings, and resources and ultimately create mini DREAM TEAMS of experts that can be nimble and move fast to help companies solve problems and scale. The future of work is here. #wearetheboard
Ranked.la: [launch architects]
Chief Creative & Marketing Officer
Ranked.la [launch architects]℠ is a creative ad agency and startup think tank. We help emerging brands tell their most authentic stories by uncovering true competitive advantages, and understanding motivations. Our ultimate goal is to develop date-driven strategies that give consumers a real reason to engage. Since 2018 we've helped launch 18 startup brands from scratch and help to drive seven figures in annual revenue for just over half of them. We do this through what we call data-informed storytelling. In many ways, we're also execution based tacticians that develop world-class Google Ads, Facebook Ads, Amazon Marketplace Ads, TikTok Ads campaigns and more.
Select brands and startups we're working with (not a complete list): Member Resources, Classcraft, Relationship Hero, Rebate.us, Vast Ads, A-List recording artist French Montana, Paco Versailles, several emerging recording artists, SUZANNE KALAN, Gettapromo, Saint Supply, Bumroll, AMERICAN RANGE, Industry Arts, Screencraft.org, LaunchPad, Fit Learners, ALICE PIERRE, SousTemp.com, Yobs.io, Shoppe Apparel, WildTribe, SafeHaven, a stealth financial services company, and a stealth wellness startup.
Startups we're advising and/or consulting: Yobs, HaveAGo.city, Admix.in, PanelBuild, Aleth, SousTemp, and FasterCapital.
We also consult and manage performance advertising for dozens of local SMBs, including hair salons, law firms, a local fast casual restaurant chain, local fine dining restaurants, local B2B printing companies, and plastic surgeons.
Ranked.la is a Deepthinc LLC company.
Screenwriter
Screenwriter & Producer
Optioned screenwriter and producer dedicated to crafting compelling narratives that leave a lasting impact on audiences. My scripts have earned their place in the top 1% of festival submissions, and one of them even clinched victory at ScreenplayFestival.com back in 2016.
Co-creator of HOLLYVOOD, an award-winning independent comic book series that pushed the boundaries of the immigrant story combined with genre aspects of a gangster noir. I also co-produced and co-wrote the award-winning short film, DYSTOPIA, which starred Timothy V. Murphy and Charles Fleischer.
Two of my original screenplays have earned the distinction of being finalists in prestigious competitions like ScriptPipeline, Cinequest, Final Draft's Big Break, and BlueCat. Currently, I'm hard at work on several spec projects, including an original pilot for a gripping drama/thriller TV series, which will soon be submitted to festivals across the country.
In 2024 and beyond, I'm seeking representation for my work and from going from pre-WGA to a proud WGA member.
The Narrative Method
Board Member
Proud Board Member of The Narrative Method (TNM), a nonprofit movement and model created by therapist Shari Foos. TNM uses creative expression to build human connection through online writing salons, DIY Human card decks, cause partnerships and more. Join us at TheNarrativeMethod.org
Angel Investor
Investor
Investing in disruptive consumer facing marketplace technologies, along with DTC brands that build genuine communities with true affinity.
— Pre-IPO in Airbnb, seed stage in Aura and more.
MarketerHire
Fractional CMO & CMO Vetter
I served as a fractional CMO for half a dozen companies since April of 2021 and developed a marketing practice to approach team building and marketing leadership with empathy. What that means is listening, doing the deep work to understand the challenges team members and marketing functions face, and doing my best to unblock those challenges while also identifying areas of opportunity through my 18 years of experience in this field. Some numbers to share within this role: Ledteams of 7 direct reports on average, managed combined budgets of upwards of seven figures (annual), grown teams from 2 to 15, impacted growth by increasing revenue by over 300% on average, decreased CAC by 85% on average, increased conversion rates by 240%, and increased site traffic (with fixed budgets) of over 809%.
In this role I also help vet and approve potential fractional CMOs onto the MarketerHire platform. I interview candidates in a structured interview format, and meet with over a dozen candidates each month. I've vetted over 350 fractional CMO candidates since Dec 2021, shared and gathered strategic marketing insights, developed a unique method for identifying top performing marketing leaders, and have helped numerous marketers successfully onboard onto the platform, or have identified more appropriate roles for candidates.
Yobs Technologies
Interim CMO & Advisor
*Acquired by Gong.io, 2022.*
Advisor from 2016 to 2022
Interim CMO from 2021 to 2022
Yobs.io has built an AI-powered video solution for modern hiring that's enabled high-growth and Fortune 500 companies to hire top performers in sales, marketing, and managerial roles. They’re the first company to do personality assessments that are both automated and situational. Yobs does this by capturing hundreds of parameters from a 2-3 min video (facial movements, linguistics, tone etc.); and they offer these capabilities via an API as well.
I provide strategic guidance related to marketing, fundraising and product development by working closely with the two founders to develop plans to iterate on upcoming campaigns, products and services.
LandVault (formerly Admix)
Advisor
*Acquired by Infinite Reality, 2024.*
Admix pioneered In-Play, a tech solution that allows creators to monetize virtual experiences through non-intrusive brand placements.
Advisor on fundraising, and agency introductions.
Sous Temp
Advisor
Sous Temp, an IoT food safety company, has developed a temperature monitoring solution that allows facilities to monitor their refrigeration units, and food storage mechanisms remotely through the use of notification alerts. Our aim is to reduce food spoilage, help facilities with HACCP compliances, and become leaders in the emerging cold chain management, and food storage industries (a combined marketplace on track to be valued at $360 Billion, by 2025).
I advise on marketing strategy, strategic partnerships/sales, and product development.
BuyInsurance.com
Co-Founder & CMO
*Acquired by CENTENE CORP., NYSE: CNC, 2019*.
BuyInsurance.com is The Smartest Way To Buy Insurance. Compare, Buy & Save. Visit now for a free quote on Auto, Life, Health, Home, Dental, Travel & Business Insurance.
Originally acquired the domain from Internet & Tech Pioneer Scott Blum of Buy.com, and expanded the scope of the site's offerings, and implemented organic search (SEO) and social media strategies for traffic acquisition. Consistently grew YoY traffic between 20-35%. Also owned and operated a network of additional premium domains within the insurance vertical including QuoteSaver.com, and SoloQuote.com, among others.
SocialMedia.org
Council Member
I shared best practices, actionable advice, and helped think through solutions to common and uncommon issues that come with running social media marketing at a big brand.
Farmers Insurance
Sr. Program Manager, Social Media & Content Marketing
Responsible for managing the integration of social media programs and content marketing campaigns across all enterprise marketing efforts. My focus was also on analytics, audience development, and strategy for Farmers social media & content marketing channels (e.g., Farmers.com/Learn).
Toyota North America
Sr. Program Manager | Social Media
Responsible for planning and executing large scale (organic) social media campaigns. I led and partnered with creative agencies on content creation, delivering analytics, and driving strong campaign performance across all owned Toyota social channels with a focus on engagement, and new member acquisition.
Was instrumental in launching several new social campaign formats (e.g. Reddit, E-commerce for Parts & Service across social), along with launching Toyota as the first OEM brand on LINE (a fast growing messaging app), and exceeding benchmarks by growing channels 350% above goals, on average.
Helped to develop several integrated partnerships across TV shows such as Quantico, that featured the Prius Prime, and managed relationships with several celebrity figures, and influencers across social, and other media outlets. Developed several brand initiatives across social media that helped position Toyota as an innovative tech-driven company that constantly pushes the boundaries of the highest safety standards.
Yahoo
Sr. Program Manager | Gemini API
• Lead the production of GTM assets that provided clarity in the marketplace and grew sales by 35%.
• Launched a developer site that enabled the onboarding of Partners and helped drive $6B+ annually. Managed Welcome Packets, Product Release Notes and an enhanced application flow.
• Developed processes to report escalations and established regular cadence for executive readout.
• Created dashboard suites that scaled operations, including Salesforce and Jira queues that reduced email escalations by 90%.
• Product managed an automated notification system, which reduced overhead by 15/hrs a month.
• Lead an SME program to produce and evangelize self-serve docs among sales.
• Deployed a lead mgt process to leverage Marketo forms. Successfully tracked and generated 250+ client leads a quarter.
• Standardized a global support process to provide best practices, documentation and operational distinctions. Cross-trained team to ensure proficiency in platform and GTM processes.
Yahoo
Business Operations & Program Manager | Yahoo Bing Network
• Effectively optimized the business operations of a Technical Partnerships team by giving over 25% time back to team members through streamlined communications, and producing 50% additional Knowledge Assets (YoY) and thus helping to reduce friction amongst sales.
• Product managed a provisioning tool through several iterations, which lead to reduced internal email comms by 40-50% from request to fulfillment and improved SLA by 30%. Additional operational enhancements streamlined and automated numerous steps of the provisioning for API users, by leading and training a team of Analysts and overseeing the ongoing process.
• Increased team presence by spearheading internal evangelism campaign trainings; presented team wins and updates within multiple forums, thus improving partnerships and engagement.
Additional Responsibilities Included:
• Managed operations and external communications for system issues across Ad Platforms.
• Created technical best practice docs, and lead Product & Engineering communications.
• Marketing Lead for API Go To Market, Feature Versioning and Client Communications for Partners utilizing APIs. Drove product adoption by helping to track, communicate and report various releases. Reduced advertiser friction with 3rd party applications and increased account management optimization by 35% YoY.
Yahoo
Regional Creative Lead
Partnered with Sales to deliver premier client service to top brands in the Entertainment, Autos, Pharma & CPG verticals. Supported by Creative Strategists and Associate Account Managers to help provide search marketing campaign strategies, optimization tactics and other related solutions. Actively provided creative suggestions, keyword research, bid suggestions, creating search proposals and in-depth account analysis and quarterly reviews. Strategic steps were taken to meet a client's success metrics including ROAS and building awareness.
Yahoo
Sr. Search Marketing Manager
Search Account Manager to top tier Entertainment clients. Managed search marketing campaign strategies and other related solutions; specifically by providing creative suggestions, keyword research, bid suggestions, creating search proposals and providing in-depth account analysis and quarterly reviews all to meet a client's success metrics including return on ad spend and building awareness.
Syndicatebleu
Interactive Copywriter & Content Producer
Interactive consultant, copywriter, SEO consultant and technical writer for several brands including Toyota and their HSD Tour. Created copy and content for interactive kiosks as well as kinetic, and graphical displays. Was consulted on the development, content and copy for key destination sites for Toyota Motor Sales, USA.
ContentDomain.com
Founder & Sr. Producer
Operated a boutique agency that focused on providing Content Production and Copywriting services for several mid to large firms including start ups and Fortune 500 Companies. Awarded Top 5 Ranking for managing a standout firm by TopSEOs.com, a trusted publication that evaluates thousands of firms in the $60+ Billion annual search industry. Registered professional on eLance.com & Guru.com, for Contractor Management Solutions. Project highlights include:
- Content Producer for RevolutionHealth.com, founded by Steve Case (AOL), aimed at shifting power to consumers via informative, consumer-oriented content.
- Content Producer for Toyota Motor Sales' Hybrid Synergy Drive Tour.
- Published original content with byline credits appearing in publications such as The Los Angeles Journal, AOL, Yahoo Voices, Everyday Health, Revolution Health, Revolution.com, Events Quarterly and Associated Content to name a few.
Antioch University
Editor, Website Communications
Managed a team of freelance contractors including writers, web developers and editors, and owned the production of content on University sites, and several microsites using journalistic practices in a deadline-oriented environment.
Accomplishments:
- Increased traffic ranking (reach per million) over 600% across web properties during tenure, while also helping increase enrollment over 35% YoY through creation and promotion of MicroSites.
- Implementation of innovative web-based solutions I lead for university events, helped improve overall engagement across web properties (via time spent on site) by over 400%.
- Promoted sites through cutting edge SEM, SEO & Web 2.0 approaches that resulted in dramatically expanded page views. Participated in generation of web pages in conjunction with IT professionals and directors. Implemented and kept abreast of marketing & SEO principles.
- Provided internal training while also leading SMEs to update sites via CMS.
Warner Bros. Entertainment Group of Companies
Fim Development Associate
Served as assistant to Director of Development. Read screenplays, drafted coverage and conducted research on various film projects. Performed client scheduling, drafted letters & handled administrative projects and matters.
