Driving Brand Growth Through Data-Driven Media Strategy
7+ years managing multi-channel campaigns across linear TV, OTT, radio, and paid search — with a proven track record of measurable business impact.
Results-Driven Marketing Leader
I’m a performance marketing professional with over seven years of experience specializing in paid search, display, linear TV, radio, and OTT advertising. I’ve managed over $6M in monthly media spend while driving significant brand awareness growth and market dominance through strategic multi-channel campaigns.
My approach is rooted in data — I use incrementality testing, multi-touch attribution, and advanced analytics to make confident budget decisions and continuously optimize toward what actually drives results.
Currently based in Houston, TX, I’m eager to bring my multi-channel expertise to a forward-thinking organization looking to grow brand presence and deliver measurable business impact.
Multi-Channel Media Expertise
Deep experience across linear TV, OTT/CTV, radio, paid search, and programmatic display — a rare combination of traditional and digital media buying.
Brand Growth & Awareness
Proven ability to grow brand presence and capture share of voice through strategic media buying, creative testing, and competitive daypart targeting.
Data-Driven Decision Making
Advanced analytics using incrementality testing, multi-touch attribution, and Sigma dashboards to drive confident media mix decisions.
Large-Scale Budget Management
Experienced managing $6M+ in monthly spend with full accountability for strategy, buying, optimization, and performance tracking.
Professional Experience
A track record of driving measurable growth across diverse industries and channel mixes.
- Managed over $6M in monthly media spend across linear TV, radio, and OTT, overseeing full-funnel strategy, media buying, campaign optimization, and performance tracking.
- Grew brand awareness by 30% by dominating the linear TV landscape through aggressive spend allocation, strategic daypart targeting, and creative differentiation — outpacing key competitors.
- Captured outsized share of voice across linear TV and CTV through a unified multi-channel strategy combining competitive placement targeting and rigorous creative testing.
- Negotiated favorable rates with linear TV partners, securing a 10% reduction in CPM while expanding reach and impression volume across key markets.
- Reduced CPA by 15–25% and drove 25–35% overall revenue growth through incrementality testing and cross-channel performance insights.
- Increased branded paid search impact by 35%+ through integrated campaigns connecting offline media with digital intent signals.
- Built Sigma dashboards for campaign performance, cross-channel attribution, and budget tracking — delivering executive-level insights.
- Leveraged Salesforce for lead quality tracking and CRM-informed media mix decisions.
- Led strategy and execution across Paid Search and Display channels, owning acquisition and retention goals.
- Achieved a 25% increase in conversion rate and a 20% reduction in CPA through targeted bidding strategies.
- Drove a 30% increase in ROAS through proactive campaign optimization, creative testing, and audience segmentation.
- Partnered with in-house and external teams on creative development, A/B testing, and performance reporting.
- Conducted A/B testing and data-driven recommendations leading to a 25% increase in ad engagement and overall business revenue growth.
- Implemented advanced bidding strategies and audience segmentation, driving measurable improvements in conversion rates.
- Managed Performance Max campaigns, increasing conversions by 30% and reducing cost per conversion by 20%.
- Built Windstream’s business division paid search program from scratch, driving 50% revenue growth within the channel.
- Managed 100+ client accounts across healthcare, automotive, legal, home services, and communications — maintaining an 85% client retention rate.
- Grew revenue across managed accounts by 20%+ through tailored media strategies and proactive optimization.
- Managed multi-million-dollar ad budgets, achieving a consistent 30% increase in ROAS with Salesforce-powered reporting.
Key Results & Metrics
Numbers that tell the story of measurable, consistent performance across every role.
Skills & Expertise
A full-stack performance marketing skillset spanning media buying, analytics, and strategy.
Performance Marketing & Media Buying
Analytics & Attribution
Campaign Strategy
SEO & Digital Strategy
Leadership & Collaboration
Creative & Testing
Certifications
Industry-recognized certifications that validate my platform expertise and commitment to continuous learning.
Google Ads Certified
Google Analytics Certified
Apple Search Ads Certification
Apple
SEMrush SEO Toolkit Certification
SEMrush
Edge Academy — Marketing Foundations
The Trade Desk
BS, Business Administration
Marketing Concentration
Winthrop University — Rock Hill, SC
Get In Touch
Open to new opportunities and conversations. Reach out via email, phone, or LinkedIn.