Executive Profile

Results-driven marketing, creative and data-analysis professional with experience building measurement and growth focused initiatives. Adept at creating and implementing client-focused, successful campaigns, aimed to meet business objectives and improve brand awareness and presence.

SENIOR DIGITAL MARKETING SPECIALIST (Salesforce Marekting Cloud)

Valvoline Global Operations | Feb 2024 – Current
Demand Generation, North America (US & Canada)

• Technology Utilization | Aid in the success of Valvoline Global Operations B2B lead and demand generation marketing efforts. Through a marketing technology stack including Salesforce Marketing Cloud and CRM to optimize revenue growth and deliver optimal customer experience across multiple Core N.A. (North America) segments. Establish the strategy, tactics, and tools to deliver the maximum value to internal, cross functional stakeholders, associates, and customers while supporting the business more consistently to communicate with Valvoline customers and partners, grow new business, and increase share of market with existing customers.
• Data Optimization | Assist in the development and implementation of advance audience segmentation strategies in Salesforce Marketing Cloud. Ongoing management of data accuracy and processing to improve productivity and collective marketing efforts.
• Campaign Optimization & Strategy | Develop and maintain Salesforce Marketing Cloud email templates for brand consistency and equity. Implement independent campaign reporting structure and organization campaign impact on demand and lead generation efforts. Collaboration with external and internal creative agencies to improve conversion, enagement and retention rates for current and prospective customers.

Director of Digital Service Delivery & Innovation

University of Kentucky, College of Social Work | Mar 2023 – Feb 2024
Dean’s Administration

• Leadership | Focus is set on communications implementation and deployment strategies that will foster long-term relationships throughout the CoSW enterprise, and external constituencies, including local and federal government, and community groups. Leading thought ideation in cross-functional projects and face-paced environments.
  
• Digital Technology Implementation | Coordination efforts with college and community impact leadership to build, implement and boost communication and marketing solutions across. Incorporation of marketing tools, assets, personnel and quality assurance best practices. Combined with the responsibility of leading a service team with heavy emphasis on being a technology thought leader to conceptualize a vision for the growth of the CoSW with effective and efficient implementation.

Director of Digital Content & Public Relations

University of Kentucky, Gatton College of Business & Economics | Oct 2021 – Mar 2023
Marketing and Communications Department, Dean’s Suite

• Content Strategy & Development | Create and manage compelling strategic content across multiple platforms. Promotion of the college’s research efforts, latest news, events and initiatives, for internal and external communications.
• Multimedia Distribution | Created editorial calendar in conjunction with the college’s strategic initiatives. Senior editor of the college alumni magazine, Transform. Creation and execution of college marketing materials including print and digital media and design, video content and email communications. Manage and distribute news releases and other PR collateral, monitoring coverage across media outlets.
• Data Analysis | Provide internal teams with web and digital insights, including media and content engagement, marketing campaign analytics and reporting to prove and inform stakeholders of the alignment with strategic goals.
• Campaign Management | Manage relationships with advertising vendors for accurate reporting and campaign management. Created marketing assets, copywriting and landing page content for mobile and desktop distribution.

Director of Digital Marketing

BRAINBOX Immersive Marketing | Nov 2019 – Oct 2021
Experiential and Digital Media Marketing Agency

• Leadership | Manage digital marketing department. Provide coaching and management to ensure performance, development and retention.
• Campaign Management |Develop and implement brand and messaging strategy that focused on lead generation of a specific market and demographic set. Use of Google Analytics, Social Media Marketing and Advertising and copywriting focuses.
• Reporting & Data Analysis |Create and manage reporting and analytics dashboards based on KPIs aligned to business objectives. Use metrics to prioritize and make decisions to adjust digital strategies necessary to optimize UX, uncovering imagery and CTA positioning to impact the result of actions taken by said target market.

Director of Marketing

Don Jacobs Automotive | Oct 2018 – Oct 2019
BMW, Volkswagen & Honda Dealership

• Budget Management |Successfully manage $600K+ annual marketing and advertising budget achieving effective marketing for cost-effectiveness and ROMS.
• Brand Management |Manage brand portfolios to ensure brand strategy executed consistently to match OEM standards and compliance.
• Strategy Execution | Ensured proper execution of all marketing and advertising channels, including traditional and digital media platforms (TV, Display, PPC/SEM, OOH, Print, Video and Social Media), including media buys, content analysis and testing, owned media and 3rd party vendors for ROI measurement, customer purchase journey identification and actionable consumer insights.

Digital Marketing Specialist

TOP Marketing Group | Jul 2017 – Sep 2018
Multi-media Marketing Firm and Magazine Publisher

• Strategy Development | Perform market research to understand the clients target market. Implement strategies based on budget, conversion goal. (Channel experience: SEO, SEM/PPC, Display, Social Media Advertising, Video Advertising and Digital Radio.)
• Sales | Contracted Sales: $136,512 (Mo. Avg.: $11,376) 46% of total digital revenue. Daily prospecting. Development of marketing strategies and educational awareness of online presence and tools available.
• Graphic & Web Design | Designed print, digital and video media, including social media and display advertising imagery with Adobe Photoshop, Illustrator and Premier. Website design and development, customized for traffic generation, leads and sales.

Account Executive – Digital Advertising

WKYT-TV | Aug 2015 – Nov 2015
CBS Affiliate television station of Gray Television

• Sales | Stand-alone digital marketing and advertising campaigns to non-existing clients. Required relationship building with local, small to medium businesses. Presented options specific to client business goals, directly relating to a 7% increase in sales revenue.
• Business Development | Gained three new business clients for digital advertising and marketing solutions to aid in client’s increase of revenue, brand awareness and customer lead generation. Cold called local businesses within viewing area. 40-60 calls made per day.

Assistant Marketing & Promotions Coordinator

Tennessee State University Athletics | Jul 2011 – May 2012
NCAA Div I Athletics member of the Ohio Valley Conference

• Expanded sponsorship relations improving local support and recognition by utilizing multi- media advertisement, promotions and sales. Developed a marketing plan to increase student and faculty involvement at university athletic events, game-day operations and promotions. Managed Undergraduate Intern team of 12 Students.