DEATHGRIP GLOVE CO.

• Helped launch the rebrand from Handout Gloves to DEATHGRIP GLOVE CO., contributing to the development of the digital strategy for email, social media, paid advertising, and website optimizations.

• Achieved an 11.82x ROAS for Google Ad campaigns and a 3.62x ROAS for Meta ad campaigns.

• Grew Instagram followers by 686.4% and drove over 53,000 website visitors.

• Deployed Meta ads resulting in 224,000+ impressions, a 4.08 ROAS, and 86 conversions.

• Deployed Google ads resulting in 144,000+ impressions, a 15.58 ROAS, and 323 conversions.

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.

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.

• Delivered 110% of DTC eCommerce monthly sales goals and 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.

• Reduced CAC for paid ads from $289 to the targeted range of $150 by scaling creative and producing multiple iterations of high-performing ads.

• Led integrated marketing strategies across paid social, SEM, SEO, email/SMS, display, DTC, affiliate marketing, social media, and more.

• Executed full-funnel marketing strategies, optimizing acquisition and retention across digital channels.

• Enhanced brand visibility by building strategic influencer partnerships.

• Defined KPIs and reported regularly on key metrics, insights and opportunities to leadership.

• Drove 22.17% YoY growth in eCommerce revenue through strategic growth plans and integrated digital marketing efforts.

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

• Managed agency and partner relationships, ensuring alignment with brand and marketing goals.

• Owned the digital marketing calendar to seamlessly align brand marketing and category-led initiatives while addressing daily business needs for DTC.

• Drove demand for RVCA’s eCommerce business through all digital channels, achieving 114% growth from 2019 to 2022. This growth positioned RVCA as the number two eCommerce brand at Boardriders.

• Accomplished 140% YoY growth in social traffic and 401% YoY growth in social revenue, alongside 115% YoY growth in email traffic and 132% YoY growth in email revenue.

• Managed a team of 4, defining roles and fostering professional development to execute high-impact projects.

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

• Utilized Lexer’s CDP to optimize data-driven strategies, enhancing customer experience, increasing sales, and boosting LTV.

• Collaborated with cross-functional (brand marketing, creative, product, eCommerce, and category leadership) teams to align seasonal go-to-market plans across all digital channels for North America and global markets.

• Leveraged consumer insights and collaborated with regional marketing teams to develop tailored strategies that engaged different customer segments across various regions.

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.