Digital Marketing Specialist
Renfro Corporation | Winston-Salem, NC | 12/2018 – Present

• Manage all paid marketing channels for Renfro Corp’s D2C sales efforts including owned brands HotSox and K. Bell, and licensed brands Fruit of the Loom, New Balance, Dr. Scholl’s, Carhartt, and Copper Sole
• Responsible for all technical marketing needs extending to automation, data feeds, conversion tagging,  dynamic retargeting, user segmentation, and conversion rate optimization
• Lead PPC (Google Search, Google Shopping) and Social campaigns maintaining a 4:1 average ROAS across all marketing channels and vendors
• Plan and execute on promotional calendars, generating $1.6 million in revenue
• Implement advanced analytics tools and partners including DemandJump, HotJar, and Google Data Studio to provide campaign performance  and CRO insights

Digital Marketing Specialist
Blue Ridge Preservation Society | Boone, NC | 05/2018 – 11/2018

Provide technical expertise for marketing initiatives at the nation’s largest mediation and self-wellness retreat center as part of the Art of Living’s US-based operations. Work closely with the Director of Marketing to manage a multi-million dollar marketing budget focused on lead generation and customer acquisition.

• Coordinate lead generation efforts across digital marketing channels using Hubspot, WordPress, paid digital (3Q), email and social
• Provide frontend web design and development in WordPress using Elementor, Zapier
• Lead content marketing efforts managing freelance creatives and writers
• Plan, design, and implement performance A/B testing for website conversion and lead generation efforts
• Create video content, podcasts, and collateral for multi-channel distribution

Content Marketing Manager
Visit Albuquerque (DMO) | Albuquerque, NM | 01/2017 – 04/2018

Oversaw marketing initiatives focused on expanding meeting, convention, and leisure travel to Albuquerque. Efforts contributed to over 150,000 room nights and $80 million in direct spend to the local economy annually. Coordinated social media, design, content creation, and website development to increase ROI for Visit ABQ’s primary marketing channels.

• Managed multiple digital marketing channels to ensure maximum impact
• Distributed and maintained budgets across multiple ad platforms
• Steered and developed new marketing strategies in line with industry best practices
• Co-developed creative with multiple agencies for print, trade show, digital advertising, 360 videos, social, website, and broadcast
• Coordinated and marketed city-wide events with hoteliers, the city’s Cultural Services Department, Native American nations, academic institutions, and independent promoters

Graphic, UI/UX, and Multimedia Designer
Freelance | Albuquerque, NM | 7/2016 – 12/2017

Consulted a wide range of clients in both the public and private business sectors focused on overcoming projects in graphic design, app development, branding and identity, video production, and front-end design.

• Clients included Lavu, Clock Shark, Innovate Albuquerque,
  Albuquerque i-team, New Mexico True Television, Audio Excellence, Stage Nightclub, Anvil Development, and Santa Ana Star Casino
• Subcontracted to provide supplemental work for local advertising agencies

Graphic and Web Designer
Lavu, Inc. | Albuquerque, NM | 5/2015 – 6/2016

Marketed one of the fastest growing iPad based point-of-sale (MPOS) apps processing over one billion in transactions annually. Led projects that increased the customer base by nearly 2x, overhauled the customer free trial pathway, and expanded brand awareness at the industry’s largest convention, the National Restaurant Association Tradeshow. Contributed to the startup receiving Series A Funding leading to media attention from CNET and Techcrunch, and a multi-million dollar processing agreement from PayPal.

• Built user interfaces (UI) for Lavu’s iOS apps and web-based services
• Coordinated efforts to simplify the trial sign-up process and form handling with front-end developers
• Created content and graphics for B2B lead generation efforts using AdRoll, Adwords, and Facebook platforms
• Provided graphic art for traditional marketing approaches – press releases, email campaigns, print collateral and non-traditional marketing approaches – infographics, GIF releases, and social media outlets
• Lead UI/UX designer for Lavu’s Paypal integration, Lavu Inventory, and customer facing web components
• Managed creative marketing efforts including video production, trade show participation, and social media content
• Oversaw Lavu’s presence at the National Restaurant Association Tradeshow including booth design, motion graphics, collateral, and logistics