Ran the DTC P&L and strategy during an acquisition posture/transition, managing a team of 3 and 4 agency partners (media, creative, web, SEO) to sustain profitability and market position.

• Oversaw full-funnel digital marketing, eCommerce operations, and budget allocation, optimizing for efficient revenue growth and brand equity across all channels.

• Continued to lead DTC for the iconic intimates brand post-acquisition, owning results, data, digital marketing, and new budgets to drive profitable growth.

• Scaled a cross-functional team back up following the transition across prospecting, retention, merchandising, analytics, and UX/CX —modernizing the technology stack.

• Improved MER/EBITDA/revenue by ~15% through disciplined forecasting, standardized creative briefing, channel optimization, and first order profitability focus.

Included Senior Manager of Digital | PACHA SOAP CO.

• Led digital transformation and strategy for the brand's $3M ecommerce channel, owning paid media, site/Amazon experience, and retention to scale profitable new customer acquisition.

• Implemented tech stack improvements & creative testing to optimize CVR and improve LTV.

Brought on to design and bring to market a new active recovery brand while growing two legacy brands 10-15% YoY, I leveraged AI and modernizing systems to lead marketing channels across three footwear brands while consistently meeting growth targets, building brand equity, and establishing strong customer retention.

• Led digital marketing and eCommerce strategy for Shopify stores and Amazon storefronts
• Oversaw P&L, an internal team of 3, and 3 vendor agencies (paid media, PR, web development), optimizing campaigns across Google Ads, Meta, Criteo, Pinterest, Reddit, Podcasts, Direct Mail Catalogs, and TikTok
• Tested and scaled organic growth via SEO/content marketing, email/SMS (Klaviyo, Attentive), and data-driven optimizations (Google Analytics, Glew)
• Dedicated creative direction and hands-on creative work for ads, landing pages, and UX/CRO improvements, aligning cross-functional teams to amplify brand messaging

Leveraging my ad tech and eComm/footwear expertise daily, I integrated organic and paid media channels - crafting comprehensive digital media strategies for Shopify success with a results-driven mindset. Directly overseeing meaningful ad spend budgets and the digital marketing effort, I leveraged strong people management to mentor and develop up/out 1 individual during my tenure, replacing that role as swiftly as possible. Taking lead on our paid media agency relationship, I also collaborated with development, SEO and creative agencies to drive performance media outcomes and cultivate a diverse audience throughout the marketing funnel. Remaining attuned to the ever-evolving competitive landscape and emerging technologies allowed me to keep the entire customer journey in mind while authentically navigating internet culture and upholding brand safety. I spot patterns in data across disciplines from web UX to direct mail catalog results to organic social listening topics - ultimately making recommendations that help meet enterprise goals.

Under The Plum Tree Group umbrella, I was a performance marketer for D2C retail working with cross-functional teams to deliver consistent results on SEM and PPC advertising. I was responsible for eCommerce omnichannel campaign strategy; extensive keyword research; paid media content creation, copy, and art direction; data-driven decision-making; and conversion rate/landing page optimization, including CX/UX/site design direction. Towards the end of my time with Phase 3, I was pitching to clients and overseeing execution as channel lead.

• Managed over $150k in weekly paid media spend across digital channels
• Rapid fire testing and optimizing to 3x ROAS or more across accounts
• Known for gaining client trust and growing ad spend consistently over time
• Led the strategy and design of unique advertorial landing pages for native ad campaigns for 2 clients, ending with 12x ROAS on both
• Led the initial Criteo dynamic retargeting strategy and execution, ending in consistent 7x ROAS for display placements -- an activation later replicated for many more clients
• Since onboard, our team increased revenue for Everlast by 37%
• Key clients: Everlast, Lyssé New York, Jennifer Miller Jewelry, Bioray

• Led and contributed to the creation of all things marketing, branding, and advertising
• Crafted a differentiated brand positioning and managed the creation of steady content reaching digital spaces, from ongoing site design to meeting social media engagement targets 3x as fast as competitors
• Executed OOH and digital advertising focused on customer acquisition resulting in an 84% growth rate in the first 4 months
• Drafted and perfected marketing materials for capital raising resulting in an angel investor at only 3 months
• Built a high-performance marketing team of 6 with actionable goals and long-term growth in mind

I established digital channels, created promotional materials both digital and direct, and launched innovative targeted advertising campaigns. Utilizing data analytics in decision-making and managing an ever-increasing budget, I built, managed, and mentored a marketing team to execute the company’s vision. Everything from holding press interviews to working the booth, I was an integral piece of this startup puzzle.

Utilizing an MBA program specialization in digital marketing and developed data analytics skills, I incorporated new techniques into Carola’s existing process. I coordinated media representation and completed heavy drafting work on content for sites, catalogs, social media posts and email newsletter campaigns. I also improved overall efficiency by creating content management process procedures.

• Increased social media engagement by 3x in 6 months across 6 brands
• Developed and maintained a popular, relatable, and “cute” voice for a local lifestyle-focused bakery called Crumbs resulting in a consistent follower growth rate of at least 5% month-to-month

During career transitions, graduate school, and sporadically in between, I contracted with several finance and ecommerce companies to create marketing materials as needed. Utilizing proprietary templates for email newsletters and pitch decks, I was able to fill resource and expertise gaps based on networking connections. Speedy and effective copywriter for digital content, social media posts, policies, sales templates, email campaigns, investment presentations, and more.