Develop digital strategy and oversee execution for B2B and B2C demand generation marketing, while reporting to the Executive Vice President on HUB Midwest-West’s largest and longest-tenured client.

Highlights include exceeding growth goals with a 12% year-over-year increase in inbound leads and a 76% increase in demand generation from email marketing campaigns.

  • Created brand messaging, demand generation and email marketing strategies and managed execution with internal marketing team and external resources

  • Oversaw execution of paid ads (Google PPC) while managing budget and relationship with third-party agency, resulting in a 5x return on ad spend

  • Implemented new marketing automation platform (Act-On) into tech stack, as well as streamlined marketing operations with Zapier (API and web hooks)

  • Launched a new website (Squarespace as CMS), delivering a strong ROI

  • Improved strategy for inbound lead routing and inside sales team

  • Managed external resources (graphic designers, copy writers and agencies)

  • Managed marketing budget and spend, while contributing to planning for annual budgets

Director of Digital Marketing

HUB International
2020 – present

Developed strategy and oversaw implementation of global inbound marketing demand generation initiatives for a $120 million revenue company during a strategic acquisition by $2 billion dollar company, reporting to Chief Marketing Officer

  • Tracked and reported global and regional marketing KPIs, delivering a 76% year-over-year growth in inbound leads

  • Managed a $300,000 paid advertisement budget and directed strategy for Google paid search and LinkedIn advertising, including managing the creative copy and design development

  • Created global email strategy, using Marketo to implement complex nurture streams with A/B testing

  • Developed persona-based (industry, global region, language, job title) campaigns and nurture email streams

  • Managed the demand generation manager, an in-house Marketo certified expert based in Germany 

  • Collaborated with global sales leaders and product teams to design and implement account-based marketing campaigns

  • Co-led biweekly regional inbound lead meetings to report KPIs and lead routing compliance

  • Collaborated with marketing agency on various initiatives, including WordPress development, global SEO strategy and content development

Director of Marketing, Demand Generation

Miller Heiman Group
2018 – 2019

Digital Marketing Manager

Digital Third Coast
2017 – 2018

Managed internal digital strategy for Digital Third Coast, Chicago’s leading SEO + PPC marketing agency

  • Generated leads for agency through inbound and partnership marketing strategies

  • Established and tracked annual and quarterly budgets, content initiatives and forecasts

  • Directed agency rebrand and website relaunch

  • Oversaw SEO content campaigns and media outreach efforts 

  • Oversaw PPC strategies and reported on metrics using Google AdWords and LinkedIn

  • Established agency tone and messaging strategies

  • Wrote, edited and established audience strategy for agency email nurtures

  • Conceived, wrote and edited on-site resources, blogs and gated content 

  • Strategist for Waterstone Management Group, Digital Third Coast’s largest client in portfolio

  • Developed strategy for client’s inbound B2B marketing strategy, including media outreach

  • Produced inbound content offers for client’s inbound strategy and coordinated SEO content campaigns

  • Oversaw technical audit for client’s new website (WordPress)

  • Led weekly and monthly reporting meetings for client stakeholders

Digital Marketing Project Manager

Avenue
2016 – 2017

Managed digital and integrated client marketing projects for international organizations: 

  • Essity Tork (formerly SCA), a leading global hygiene and health company

    • Lead contact for Essity’s digital initiatives

    • Managed merger between SCA and Wausau Paper, including writing and executing email campaign (MailChimp) and quarterly print poster announcements

    • Owned and executed sales enablement program highlighting featured employees — produced video (FTP, YouTube), email (MailChimp) and text (TextMagic) content 

    • Coordinated and executed inbound marketing efforts for client microsites

    • Managed sales enablement app development and maintenance (iOS, iTunes store)

  • VPay, a venture-backed FinTech start-up re-launching the brand to increase leads and revenue

    • Project manager for branding and strategy overhaul and go-to-market plan

    • Directly supervised a website relaunch (WordPress) and technical audit

    • Executed and managed direct mail, inbound and social digital marketing initiatives

  • CUNA, a national association for credit unions seeking to retain and invigorate members

    • Budgeted and managed enterprise website redesign with extensive UX elements and coordinated with offshore development team

    • Scheduled, budgeted and executed nationwide membership communication strategy featuring a 15-part, variable printed content deliverable

  • Health Strategy, a B2B pharmacy benefits consultants seeking to establish brand and increase leads

    • Managed the design, copywriting and development of new responsive WordPress site

    • Co-developed, budgeted and executed digital marketing (social and inbound) strategy

Digital Manager

Northwestern University
2010 – 2016

Led cross-functional creative team delivering highly visible content for a national brand in an emerging digital industry with an annual budget of $25 million, an increase from $6 million over a four-year period

  • Created a branding and communication strategy (editorial, video, social and web) in accordance with university’s marketing and brand guidelines

  • Redesigned and launched a responsive website and re-established department’s web presence

  • Vetted and hired vendors to create branding, logos, infographics, video graphics packages and interactive assets to increase user engagement and maintain marketing goals and guidelines

  • Created department’s first editorial calendar to coordinate website and social content

  • Ensured ADA compliance by prioritizing WCAG 2.0 guidelines

  • Streamlined video production, creating a captioning process and producing interactive and analytic-based content

  • University of Illinois, BS Journalism (2008)

  • Scrum Alliance, Agile Product Owner Certification (2014)

  • General Assembly, User Experience Design Bootcamp (2016)

  • Hubspot, Inbound Marketing Certificate (2016)

  • MIT Sloan, Blockchain Technologies Certificate (2018)

  • Core Concepts I, Marketo (2019)

Education

  • Salesforce, Marketo, Act-On, SharpSpring, HubSpot, MailChimp, Google Analytics, WordPress, Drupal, Squarespace, Moz, SEMRush, SEOClarity, InvisionApp

Marketing Software + Tools