Told as chapters.
Not a resume. The short version of what I directed, what changed, and what each chapter taught me.
2024 · Present
Federation of Palm Beach County
Director, Web and Digital Marketing
Promoted to Senior Director, Digital and Direct Marketing
What I direct
Digital strategy across web, paid media, email, CRM, and social. A digital marketing team, agency partners, and the budget behind all of it.
What changed
Led the full website rebuild with our marketing team and technical partners: UX, accessibility, and mobile performance. Established campaign governance, testing frameworks, CRM integration, and AI-driven marketing initiatives.
What started as a website rebuild became a case for investing in digital. The remit grew with it, and so did the team.
2021 · 2023
154 Agency
Director of Digital MediaE-commerce, healthcare, wellness
+42% organic traffic
Led paid media and digital strategy across e-commerce, healthcare, and wellness. Managed campaigns across Google, Meta, YouTube, and streaming platforms, optimizing for ROI and conversion.
Performance-driven content and SEO strategy produced a 42% increase in organic traffic. Worked across creative, analytics, and development teams, with compliance across FTC, SEC, and FDA standards.
2020 · 2023
Open Ice Collective
Marketing Specialist and Multimedia ProducerDocumentary picked up by CBC
+15% fundraising revenue
Co-produced and promoted the Open Ice: Visionaries documentary, picked up by CBC Canada, lifting ticket sales 24% and brand visibility with it.
Built full-funnel marketing across video, email, and paid media, raising fundraising revenue 15%. Audience segmentation and engagement analysis improved campaign performance by 10%.
2018 · 2021
Allstate
Communications AssociateComplex policy made clear
Facilitated communication strategies that turned complex policy information into clear, compliant language, and trained teams on strategic content production.
2017 · 2018
Amnesty International
Marketing AssociateCampaigns for a global cause
+32% donor engagement
Directed marketing initiatives that raised brand visibility 23% and donor engagement 32%, managing a substantial campaign budget against clear communication objectives.
Independent practice
Consulting, taken by referral: branding, strategy, copywriting, product design, UX and UI. The span is the point. A brand that says the wrong thing can't be fixed by an interface, and an interface nobody can finish won't be rescued by a line of copy, so I'd rather hold the whole arc than hand it off between specialists. Some of it I do myself, hands on the work. Some of it I lead, alongside a client's in-house team or the developer who will build it.
Under NDA
Stripe
Performance marketing copy
Samsung / Dacor
Brand messaging
Amnesty International
Campaign marketing
+32% donor engagement
The Stripe and Samsung engagements are under NDA. The work is real. The details are for conversation.
The full story is better in person.