Hello!
I am a senior digital content and brand strategist, specializing in DTC/ecomm and have been building data-driven, consumer-first campaigns for the last 15 years for global retail brands.
I want to help brands create connected experiences embracing advancements in social and digital commerce, and to be part of a culture that supports personal development where I can fuel my passion of advocating for diversity and women in leadership.
Let’s build something great together.
A look at where I’ve been ….
Experience Strategy,
Global Shopping Enablement
// Apple
World Headquarters:
Cupertino, California
December 2022 - June 2024 (18 month contract)
I just wrapped up an amazing 18-month contract owning the short-form video content strategy for Apple online channels (Apple App, Apple.com, YouTube, Weibo, WeChat). I built the global topic calendar based on business and customer needs, and wrote all the creative briefs for our retail learning videos to help customers in their purchase decision journey, working between creative, product, and business teams through completion.
Digital Brand Experience,
The Americas
// Vans, VF Corp.
World Headquarters:
Costa Mesa, California
January 2022 - December 2022
I managed digital experience for Vans.com (Americas), working cross-functionally to build the strategy for the digital content needed to support our customization business and the digital integration of upper-funnel brand activations across all digital channels.
Digital Experience Team Lead,
Western Europe
// Converse, Nike Inc.
European Headquarters:
Amsterdam, Netherlands
July 2019 - October 2021 (2.5 years)
I was hired to build out and to manage a newly formed Site Experience Team within the Western Europe Digital Direct Org. I developed job descriptions and managed 4 direct reports: 2 content strategists, and 2 content authors responsible for 13 web sites + 7 languages. Our team delivered regional photoshoots, end-to-end seasonal content strategy, creative briefs rooted in consumer data and regional business insights, and owned the responsibility of successful QA + launch. I also owned weekly campaign and site reporting using Content Square and Adobe Omniture.
Global Strategy: Experience & Content Manager
Global Digital Commerce
// Converse, Nike Inc.
World Headquarters:
Boston, Massachusetts
August 2016 – July 2019 (3 years)
I was promoted from my previous North America role to join a newly-created Global team. I think of this as a role-within-a-role because 1.5 years was fully dedicated to the redesign & relaunch of the Converse.com North America site. The other portion of the job was focused on creating the first globally-aligned seasonal content strategy, defining what our digital-exclusive content and photography needs were, and ensuring alignment cross-functionally within the Global org during a time when the company was in the initial stages of a “digital-first” transformation.
Performance Marketing Manager,
North America
// Converse, Nike Inc.
World Headquarters: Boston, MA
February 2015 - August 2016
(1 year, 7 months)
I led the strategy and execution of North America performance marketing channels (SEM, SEO, Display Retargeting, Google PLA's, Affiliate Marketing, Email) for Converse.com digital direct, including overseeing three agencies running the day-to-day executions responsible for delivering consistent double-digit revenue and traffic growth every month to exceed our aggressive double-digit sales targets. I was held accountable for channel ROAS, managing the spend of a multi-million annual budget efficiently and effectively and tracking all campaign metrics.
Digital Producer
// Toth & Co.
Boston, MA
August 2013 - February 2015
(1 year, 7 months)
At Toth, producers we were the political middle-men between the clients x account managers x design teams, managing complex project timelines to cover campaigns from design concept through final execution. We ensured deliverables were completed on-schedule and within budget, dealt with the account-facing communication related to scope, and managed all aspects of campaign production including: prioritizing internal workflow between account services and creative teams, coordination and relationship management with external vendors, and QA on all projects. We also had the important duty of providing high-quality takeout, beer, and great playlists for those fun nights working past 10pm. I wrote job descriptions, hired, and directly-managed 6x student interns during my time there.
Digital Marketing & Events Manager
// FutureBoston.com
Boston, MA
August 2012 – August 2013
A year dedicated to something completely different: my first time in a non-profit AND a startup. I spent a year as a digital marketer, event-planner, publicist, strategist, and managed 5 student interns. I built plans from the ground-up across email and social , and worked with a partner to redesign our web site. I met the coolest people, many of whom I am still in touch with today. I wrote content for all our social channels, email, web site, and planned programming for our events to enable networking between creative entrepreneurs, artists, and the startup community.
Account Coordinator
// Marlo Marketing Communications
Boston, MA
March 2011 - August 2012
Hired full time after interning for two student semesters while attending Emerson College. It was my first role out of college, but in a small agency where I had exposure and responsibilities well-beyond my ‘level’. As an account coordinator I helped the senior team in marketing efforts specific to social media, public relations, and event planning for variety of exclusive restaurants & hotels in the Greater Boston Area.
Emerson College
// Bachelor of Science, Integrated Marketing Communications
& Contemporary Art History Minor
Boston, MA
I studied marketing & advertising as an Integrated Marketing Communications major, and I minored in Contemporary Art History. I graduated a semester early, and spent that time traveling throughout South East Asia learning how to scuba dive, cook local cuisine, and practice my sun salutations in India, Singapore, Thailand, and Bali. It was life-changing.
STUDENT INTERNSHIPS:
Karmaloop.com, e-comm & digital marketing intern
(2 semesters)Martin Lawrence Gallery, curatorial & events intern
(2 semesters)Pollock Communications, marketing & PR intern
(1 full-time summer)Marlo Marketing Communications, PR intern (2 semesters)