CV / Resume

 

Profile

Senior creative executive with more than fifteen years experience in digital design, video production, content development, operations, marketing, strategy, and social media. Strong leader specializing in data-focused digital strategy development and implementation.

Experience

Director, Digital and Content

Mass General Brigham   +   2019 — 2021 

Spearhead digital and content initiatives to bring top-tier hospital to the forefront of digital innovation within the healthcare space. Lead department of fifteen, driving written content development, video production, technology optimization, and CRM implementation to support patient acquisition and physician engagement.

achievements

  • Engage patients and educate the general public by highlighting hospital capabilities, demystifying specific procedures, and exemplifying patient experiences through written and video content

  • Develop industry-leading digital CRM to increase new patient acquisition and improve marketing ROI by creating lead nurturing technology, processes and content

  • Increase downstream revenue by overhauling SEO strategy to increase patient acquisition and engagement through restructuring legacy website and producing new content to align with valuable search terms

  • Monitor and report brand and clinician ratings and feedback by creating data processing operations to produce accurate clinician digital listings within the brand website and syndicated throughout all appropriate search engines, maps, social media, and physician rating sites

  • Improve yearly hospital-wide and specialty-specific rankings within the US News Best Hospitals by developing and executing a physician engagement strategy, supported by thought-leadership written and video content

Digital Consultant

Freelance   +   2016 — 2017 

Create and implement digital marketing and product development strategies for clients including Honcker — a disruptive auto leasing app, and HomeServe App — a home organization and maintenance app.

achievements

  • HomeServe App: Led product development of new home organization and maintenance app including requirements gathering, design, development, launch, PR, and marketing

  • Honcker: Improved app download cost per acquisition by over 30% on Facebook and 60% on Google based on advanced segmentation and targeting tactics

  • Honcker: Developed and execute hyper-focused multi-channel marketing strategy targeting specific neighborhoods with social media, PPC, SEO/SEM, email, display, billboards, radio, and direct mail designed to attract customers within three months of needing to lease a new car

Vice President, Social Media

World Wrestling Entertainment   +   2016 — 2017 

Led department of twenty, overseeing domestic and international social media video, photo, graphics, and text production. Assumed primary budgetary, planning, end-to-end production, and creative control of award-winning content.

achievements

  • Increased social media audience by 140 M followers, generating 300 M video views and 100 M engagements per month through innovative content development and optimization

  • Drove over $3M in revenue through partnerships with social platforms as well as branded content initiatives for high-profile sponsors like Kentucky Fried Chicken, 2K Games and Snickers

  • Developed and executed multimillion-dollar social media campaigns, successfully driving PPV event tune-in, OTT subscriptions, live event ticket sales, and CPG sales

  • Spearheaded innovative emerging media initiatives including Augmented Reality, Virtual Reality, Instagram Story, Snapchat Live Story, Snapchat Show, Facebook Live, and 360 Video

  • Led expansion into international markets including India, China, UAE, Germany, and LatAm

Vice President, Social Media Strategy

Al Jazeera America   +   2014 — 2016

Built Social Media team of editors, graphic designers, video editors, and photographers from the ground up, leading all strategy, operations, creative, marketing, content development, governance, technology, agency management, analytics, and reporting. 

achievements

  • Improved engagement by 300% and increased audience size by 240% as a result of content optimization efforts

  • Successfully implemented influencer engagement strategies, garnering celebrity, public figure, and activist social media support for award-winning programming

  • Led cross-platform integration by coordinating ongoing news coverage to “continue the story” on social media and by uncovering underreported stories for on-air reporting using social listening tools and methodologies

  • Served as primary sponsor for innovation in the digital and social media sphere, evangelizing new technology and processes to the C-Suite

Vice President, Digital Marketing

Blue Man Group   +   2012 — 2014

Created Digital Team to nurture customer journey throughout marketing, ticket sales, post-purchase pre-show activity, in-venue interaction, and ongoing social media engagement with the goal of improving ticket sales and reducing cost of acquisition.

achievements 

  • Directly managed multimillion-dollar social media, search, email, affiliate, and display campaigns to increase ticket sales to five standing and two touring live events

  • Drove 42% increase in revenue and a 700% return on ad spend through data-focused optimization

  • Led the redevelopment of the website to improve the ticket purchase experience on the front-end through UX, and on the back-end by seamlessly integrating with the Ticketmaster API

  • Directed all video, photo and text content production for social media outlets

Director, Internet Products

Associated Press   +   2010 — 2012

Commanded all product development including requirements gathering, vendor management, technology, budget, SEO, launch marketing, and cross-departmental communication. Orchestrated all B2B SaaS business development, selling new digital products to membership base. 

achievements

  • Led the development of sponsored websites for AP Top 25, NFL, NASCAR, Lifestyle, and News through inception, design development, and launch attracting millions of monthly page views from search engine traffic

  • Implemented enterprise CMS technology (Drupal), facilitating the publishing of 1,500 articles and 2,500 photos per day

Director, Digital Content

Intermedia Outdoors    +   2007 — 2010

Overhauled digital business, redeveloping websites while restructuring technology, editorial, operations, design, and development.

achievements

  • Built and managed a team of sixteen editors, videographers, designers, and developers to produce content for outdoor enthusiast websites

  • Redesigned flagship websites to be more search engine friendly resulting in a 15% increase in traffic and a 15x increase in video views

  • Produced Tactical Arms, a 13-episode TV show about military tactics for The Sportsman Channel

Education

Masters of Business Administration

UCLA Anderson School of Management   +   June 2007

Bachelor of Architecture

University of Texas, Austin    +   June 2001