Surf Prescriptions

• Led the redesign and development of the website, enhancing user experience and site functionality.

• Optimized site architecture and mobile responsiveness for seamless navigation across devices.

• Integrated e-commerce to drive online sales of custom surfboards and apparel, ensuring up-to-date product descriptions and inventory.

• Managed content updates and played a key role in driving digital growth through strategic site management.

DEATHGRIP GLOVE CO.

• Played a key role in launching DEATHGRIP GLOVE CO., a new snowboard glove line.

• Developed email marketing campaigns to generate excitement and inform existing customers about the rebranding and product launch.

• Managed social media, creating and scheduling content to increase brand awareness and engage with the snowboarding community.

• Implemented paid advertising strategies on Meta and Google, focusing on brand awareness and conversions with a limited budget.

• Provided digital marketing consulting to refine messaging, optimize ad spend, and maximize the brand’s launch success.

Mela Mela

• Launched Mela Mela, an ed-tech platform for special education classroom management.

• Developed a GTM strategy, including audience segmentation, brand positioning, and content marketing.

• Executed a marketing plan that increased product awareness and demo sign-ups, fostering product adoption.

• Created email outreach campaigns to engage new users and enhance their experience from sign-up to demo booking.

The Quiet Life

• Implemented a comprehensive paid advertising strategy across Meta and Google.

• Conducted A/B testing of ads to optimize performance and ROI on paid media.

• Managed Google Tags and Meta Pixel to track conversions and provide analytics for campaign optimization.

• Suggested content strategies & worked closely with the creative team to align branding and ad copy for maximum engagement.

• Managed media buying and bidding to ensure efficient budget allocation for reach & conversions.

Oversaw the Brand Marketing, Digital Marketing, Social Media, PR, and Events.

• Achieved 110% of DTC eCommerce monthly goals.

• Increased the email database by 23.8%.

• Managed a $2.5M+ annual marketing budget, strategically allocating resources across paid and organic channels to maximize ROI and meet monthly revenue targets.

• Led the optimization of media spend across various digital channels including social media (Facebook, Instagram, TikTok), Google Ads, display, and affiliate marketing, ensuring all campaigns were executed within budget while exceeding performance goals.

• Managed internal and external partners to execute all campaigns on-time and on-budget that met and exceeded revenue goals.

• Provided weekly, monthly, and quarterly reports on campaign performance across paid and owned channels.

• Developed digital marketing strategy and execution of content across channels of social, email, website, display ads, paid social, and more that aligned with business goals and objectives..

• Experienced in making data-driven decisions by utilizing funnel tracking, A/B testing, and analytical tools to ensure all channels effectively leverage creative insights, allowing for continuous optimization and performance improvements.

Developed impactful Go-to-Market strategies, placing a strong focus on driving successful digital marketing initiatives.

• Achieved 22.17% YoY growth in eCommerce revenue.  

• Increased social traffic by 84.63% YoY and email traffic by 30% YoY.

• Onboarded and managed agencies and partner relationships. Ensured we were on target for our spend strategies and plans, budget and pacing.

• Collaborated with cross-functional teams to to ensure a consistent and integrated approach to digital marketing.

• Created, executed, and managed the digital GTM plans seasonally to tie all digital marketing efforts.

Spearheaded digital content strategy, encompassing digital growth, brand voice, and strategic brand partnerships.

• Achieved 86.6% YoY growth in eCommerce revenue in 2020 and 15% in 2021, making RVCA the #2 eCommerce brand at Boardriders.

• Increased social traffic by 140% YoY and revenue through social by 401% YoY.

• Increased email traffic by 115% YOY and revenue through email by 132% YoY.

• Managed the men’s and women’s digital teams on a weekly basis to define roles and responsibilities for team-based projects. Ensured their professional skills were constantly improving.

• Executed launch strategy for all new collaborations, product categories, and key activations.

• Leveraged Lexer’s end-to-end retail Customer Data Platform (CDP) to harness data-driven insights, leading to increased sales, improved the overall online customer experience, and enhanced customer lifetime value (LTV).

• Executed all email, SMS, push, loyalty, and referral marketing campaigns. Tracked and improved programs against KPIs to ensure we hit our goals.

• Briefed marketing and creative team on the delivery of content-appropriate assets to major campaign product stories and marketing initiatives through systematic and process-driven approaches.

• Oversaw the SEO program in conjunction with Boardrider’s Digital Factory and the cross-functional support team.

Managed and executed comprehensive online brand, email marketing, and social media strategies for both HUF and Lakai.

• Strategically planned, tested, implemented, and optimized online marketing investments.

• Worked seamlessly with content creators to inspire content contribution.

• Managed SEM (PPC, Retargeting, etc.) and paid social marketing campaigns, conducted an analysis to identify highest-value opportunities.

• Ensured that HUF’s & Lakai’s direct marketing voice was consistent with their DNA.

• Developed and edited copy in a brand-right voice.

• Experienced in making data-driven marketing decisions using funnel tracking, A/B testing, and other analytical tools.

• Interacted across company departments, including Executive Management, Marketing, Product, and Customer Service.

Managed the digital strategy for both O’Neill and Jack O’Neill Brands. Created social media channels for Jack O’Neill. Thought strategically to represent the brand in a positive manner, and multi-tasked to execute multi-dimensional digital marketing plans to influence the customer buying funnel. 

• Developed and implemented strategy across multiple digital disciplines including social media, digital creative, content production, eCRM, mobile and emerging spaces.
  • Drove content strategy & calendar based on consumer & digital insights.
  • Collaborated with entire brand team to collect and develop content to disseminate on social media outlets, online advertising, and online partners/influencers.
  • Managed and created strategy for video/editorial/photography/user-generated content on digital outlets in the social space (e.g. Facebook, YouTube, Twitter, Vimeo, blog, partner channels, etc.).
  • Monitored best of class in digital spaces (Instagram, Facebook, Twitter, Snapchat, YouTube, blog, etc.) for adoption into the brand’s plan. Remained on leading edge of emerging media and introduce new innovations to drive brand experience, traffic and conversation.
  • Ensured the brand’s digital presence is consistent and correct across digital platforms with regard to web design, email campaigns, content and integrating keywords for improving SEO and SEM.
  • Worked closely as Content Producer with the Design, Art, Athlete and Ecommerce team to
  produce, plan and execute seasonal content needs based on brand initiatives. Producer for in studio
  product shots, photo shoots and team trips.
  • Managed media partner relationships in regards to optimizing O'Neill's marketing and advertising
  investments.