A Holistic Marketer in the Truest Sense
I’ve spent more than a decade working in-house, agency-side, across global brand partnerships, inside the ad accounts, and behind the camera + creating the content.
That experience means I do not look at a disappointing result and immediately blame the channel. I want to know whether the strategy makes sense, the creative is doing its job, the measurement can be trusted, and the team has a realistic way to execute the plan.
I bring that perspective to consulting engagements and internal leadership roles alike, helping organizations find the real problem and build a practical way to solve it, or ensure systems and campaigns are set up for success from the jump.
What I Do
I ask the questions that keep expensive problems from becoming more expensive. Why are we investing here? What does success actually look like? Can we trust the data? Who owns the next step?
Those questions are much cheaper to answer before a campaign launches than after the budget is gone.
I’ve managed large media programs, built growth roadmaps, developed global partnerships, rebuilt reporting, created SOPs, trained teams, and stepped into the accounts when execution needed help. Across all of it, my job has been to make the work more coherent and the decisions better supported.
I’m collaborative, direct, endlessly curious, and deeply suspicious of strategies that only work in a slide deck.
Professional Experience
For recruiters, hiring teams, and anyone who wants the chronology, here is my work history.
Head of Performance Marketing | JEM Marketing
Nov 2025 – Present
I lead paid performance strategy across client accounts, helping businesses scale through full-funnel acquisition planning, structured testing, and data-driven decision-making. My work focuses on translating business goals into clear media strategies, building quarterly growth roadmaps, and identifying high-impact opportunities across acquisition, retargeting, and conversion optimization.
I partner closely with channel teams to ensure execution aligns with strategic direction, while maintaining hands-on involvement in campaign optimization when needed to drive performance and continuity. I also develop scalable frameworks for reporting, workflow, and strategy development, creating the infrastructure required to support long-term, sustainable growth.
In addition, I collaborate with leadership on client strategy, performance reviews, and new business initiatives, contributing to audits, growth planning, and the evolution of service offerings.
Global Marketing Manager | Visit California
Jan 2025 - Dec 2025
Leads Visit California’s Global Leveraged Media Co-Op, overseeing agency, industry partner, and vendor relationships across domestic and international markets. Manages partnership campaigns with brands like Disney, United Airlines, and Expedia, collaborating closely with the executive team and global agencies to shape marketing strategy. Built an integrated paid media reporting system that reduced reporting time by 30% and improved actionable insights across departments.
Director of Performance Marketing | The Abbi Agency
2023 – 2025
Directed paid media strategy and department operations for clients across health, education, and tourism. Restructured workflows to improve data accuracy and collaboration, increasing retention and satisfaction. Generated over 100,000 health insurance enrollments in three months through targeted optimization and performance analysis.
Senior Media Specialist | Colvita Creative
2022 – 2023
Streamlined internal processes and reporting systems to enhance efficiency and client delivery. Mentored team members and optimized inherited digital campaigns, driving exponential ROI growth and improving data transparency.
Senior Digital Media Specialist | Western Governors University
2021 – 2022
Managed a $2M monthly paid media budget across search, social, and video channels, driving an 18% YoY increase in enrollment. Reduced acquisition costs by 50% through data-driven optimization and campaign restructuring.
Media Strategist | The Abbi Agency
2018 – 2021
Developed and executed integrated marketing campaigns across SEM, social, display, and affiliate channels. Led a destination marketing campaign for Goleta, CA that outperformed competitors and earned a Silver Bulldog Award.
Social Media Manager & Content Producer | Johnstone Studios
2016 – 2017
Built and executed a social and content strategy that increased organic traffic by 60% and secured top Google search rankings for competitive keywords.
Core Expertise
Growth Strategy
Paid Media
Campaign Planning
Marketing Operations
Measurement and Reporting
Strategic Partnerships
Team Leadership and Training
Content Strategy
Tools & Platforms
Paid Media: Google Ads · Meta · LinkedIn Ads · TikTok · Pinterest · Spotify
Analytics & Optimization: GA4 · Adobe Analytics · Tag Manager · Looker Studio · Tableau · SEMRush · Supermetrics
CRM & Management: HubSpot · Salesforce · Mailchimp · Asana · Sprout Social · Canva
Technical: Excel · Google Sheets (App Script) · Reporting Automation · Data Visualization
EDUCATION
Master of Business Administration | Western Governors University, Salt Lake City, UT | February, 2022
Master of Science: Management and Leadership | Western Governors University, Salt Lake City, UT | December, 2020
Bachelor of Arts: Theater and Performance Studies | University of California, Berkeley, Berkeley, CA | May, 2013
CERTIFICATIONS
• Google Ads Search Professional, Google Display, Google Video
Need Someone Who Can See the Whole Problem?
Whether you need outside support or an experienced marketer inside the organization, I’m always interested in smart work with people who care about doing it well.