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​I am a strategic marketing professional with a diverse background. I have managed digital and traditional strategies for established large corporations, startups and brands in transition. I specialize in developing omnichannel marketing campaigns and building strategic partnerships that increase awareness and drive conversion. Being equal parts creative and analytical, I am able to implement innovative strategies, backed by data and research. I am extremely dedicated and always striving to learn more and challenge myself.

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EXPERIENCE

 

MARKETING MANAGER

ENERGY HARBOR - HOUSTON, TX

February 2020 - Present

  • Manage P&L for Maryland, Ohio and New Jersey residential markets

  • Lead acquisition marketing campaign strategy in collaboration with internal and external teams, across multiple channels including direct mail, email, door-to-door, telemarketing, mass media, sponsorships and digital (SEO, PPC, digital display, streaming video and social)

  • Design and implement segment-based communication strategy and tactics for new and existing customers, from onboarding to renewal and winback if necessary

  • Actively manage product and pricing strategy for each marketing channel, focused on increasing profitability while maximizing conversion rate and customer retention

  • Develop and test new offers, promotions and customer incentive programs

  • Lead user generated content efforts, managing review requests and highlights across various channels

  • Manage third-party customer acquisition channels (primarily digital brokers), developing pricing strategies that are complimentary to internal channels

  • Served as the Marketing Lead for the rebrand of Energy Harbor, formerly FirstEnergy Solutions

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SENIOR MARKETING SPECIALIST

DIRECT ENERGY - HOUSTON, TX

January 2018 - February 2020

  • Lead 2020 marketing campaign strategy for all brands across all US markets, managing a $13.3M marketing budget 

  • Collaborated with internal teams to develop a new energy offer and launched CPL’s (a subsidiary of Direct Energy) most successful integrated, omnichannel campaign 

    • Increased call volume 78% and sales 55% YoY

    • Yielded a 234% ROMI – among the highest of all Centrica brands 

  • Lead all marketing efforts for Direct Energy in all northeast US markets​​ 

    • 2019 Maryland mass media campaign increased web traffic 209% 

    • Managed direct mail A/B tests, resulting in a 200% increase in recontracts MoM 

  • Lead repackaging initiative for energy offers bundled with incentive from strategic partners (Amazon and Hive) 

    • Sourced a new packaging vendor to create a custom, branded package at a 6% cost savings versus the previous generic box 

    • Increased device activation by 115% 

  • Continuously analyzed all serviceable areas to identify opportunities for micro/mass media campaigns 

  • Monitored campaign performance, identify optimizations and consolidate leanings for both current and future campaigns

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MARKETING SPECIALIST

DIRECT ENERGY - HOUSTON, TX

August 2015 - January 2018

  • Identified, developed and supported local events and sponsorships for all North America markets under the Direct Energy, CPL Retail Energy and First Choice Power brands 

  • Successfully transitioned the sponsorship and grassroots division from strictly a tool for branding into a force for generating leads and driving sales 

  • Implemented the strategy for lead generation and nurturing following each initiative 

    • Email campaigns achieved an average open rate of 31% and click through rate of 7%, outperforming all other acquisition email campaigns by 133% 

    • Telemarketing campaigns achieved a conversion rate 4.5% higher than all other telemarketing activities 

  • Managed our largest sponsorship with the University of Texas Athletics 

  • Continuously negotiated with current and potential partners to optimize event and sponsorship contracts 

  • Collaborated with internal digital teams to build cohesive landing pages, emails and social media campaigns to support sponsorship initiatives

  • Worked with outside agencies to build collateral and train brand ambassadors

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MARKETING SPECIALIST / GRAPHIC DESIGNER 

LOCALMED - BATON ROUGE, LA

May 2013 - May 2015

  • Worked on both the B2B and B2C side in launching the first fully integrated online medical scheduling platform

  • Instrumental in the brand development and overarching GTM strategy 

  • Worked directly with the Marketing Director to create, implement, track and optimize all marketing campaigns 

  • Responsible for all strategic partnership and investor presentations, helping to secure key relationships with Healthgrades and United Concordia

  • Lead the design and copy for all print marketing collateral, email campaigns, digital ads and blog posts

  • Assisted web designers in generating website content in conjunction with UX/UI development

  • Conceived and carried out strategies at events, trade shows and seminars

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MARKETING INTERN

LSU COLLEGE OF ENGINEERING - BATON ROUGE, LA

September 2012 - May 2013

  • Maintained and fostered alumni relations with the ultimate goal of increasing donations  

  • Managed internal and external communications around building renovation project

  • Responsible for the design and copy of various print collateral

  • Planned, marketed and carried out the annual alumni reunion 

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GRAPHIC DESIGN INTERN

BATON ROUGE BEER AGENCY - BATON ROUGE, LA

May - August, December 2011

  • Designed collateral promoting beverages for various retail locations, bars and restaurants 

  • Worked with sales team to ensure pieces were properly displayed

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MARKETING ASSISTANT

WYANT PHOTOGRAPHY - CARMEL, IN

August 2008 - August 2009, December 2009 - January 2010

  • Managed all marketing campaigns including direct mail, email, various print, social media and affiliate marketing 

  • Responsible for the design and copy for all marketing collateral, both online and offline 

  • Assisted in launch and maintenance of multiple websites 

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EDUCATION

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LOUISIANA STATE UNIVERSITY

2009 - 2013

  • Bachelor of Arts in Mass Communication with a Concentration in Advertising 

  • Minors in Visual Communication & Business Administration

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