Seasoned + Insightful Advertising Executive Driving Business Solutions

Portfolio of 35+ B2C and B2B brands across Paid Social, Display, Search, Streaming, Amazon and owned platforms
▪ Mentored and led a 40+ person team of creative strategists, project managers, creative directors, motion graphic artists, art directors, designers, content writers and producers in developing custom content initiatives and content creation at scale
▪ Led transformation efforts that have led to the evolution of Tinuiti’s creative service line offering into a 360 digital performance creative solution from its previous standing as a tactical execution-focused shop
▪ Responsible for the Creative Services P&L; increased margin YOY by 10 percentage points while also increasing revenue YOY leading to the highest margin for the division since 2018
▪ Has spearheaded efforts to create new capabilities and service lines, including the introduction of a video, streaming and audio creative offering and creator content engine practice
▪ Notable client projects: 1) largest retail commerce launch on Amazon for Gap, 2) Snap AR for PacSun, 3) UGC for Unilever

The Home Depot (THD) – Strategic Marketing Department • The Home Depot Design Center (HDDC) • SPANX
▪ Directed content production and strategy for data-driven, audience-first marketing strategies for priority audience segments and personas across paid digital media, paid social, .COM and CRM channels
▪ Led an agency-wide effort to onboard and operationalize RevJet (creative operating system) for content creation and production velocity; overseeing discovery, solutions definition and training and implementation efforts in order to accelerate production
▪ Led a week-long video+photography shoot producing assets to fuel a large, flexible repository of content that allows for the refresh and reinvention of ads over time; navigated unexpected consequences of the pandemic during post-production to launch the initiative with more than 300 ad units; program is now used as a case study and playbook for always-on marketing strategies
▪ Notable projects: 1) large-scale THD x Movers initiative, 2) reimagination of the Remodeler website destination, 3) definition and productization of a new audience and content strategy offering, 4) testimonial content creation with real HDDC customers, 5) HD Home initiative with custom production targeting Low-Tier and Acquisition audiences, 6) combined THD Kitchen Remodel custom production to fulfill five separate marketing programs, 7) operationalizing best-in-class creative production approach with RevJet

United Parcel Service (UPS) • CORT, a Berkshire Hathaway Company
▪ Spearheaded B2C and B2B campaigns, including the creation of media strategies based on audience identification, tailored creative and messaging, multi-channel user experiences, and measurement and testing
▪ Managed UPS’s digital media strategy for a $2M year-long advertising and content partnership with the Wall Street Journal Logistics Report, with a focus on lead generation and revenue opportunities against B2B and B2C priority audience segments
▪ Collaborated with Media and Analytics teams to enhance UPS’s digital and paid media tag strategy and management; supported the definition and process of analytical approaches, including path-to-conversion, look-back window, and revenue attribution modeling
▪ Scoped and restructured the financial management of one of the agency’s at-risk accounts, resulting in an increase in contribution margin by 17.1 percentage points vs. the previous year
▪ Notable projects include: UPS - 1) Wall Street Journal Co-branded Logistics Partnership, 2) Lookalike Audience Modeling with High Value Segments; CORT – 1) Housing Disruptors Go-To Market Strategy, 2) Post-Purchase Consumer Communications Journey, 3) CORT Events Campaign Development and Customer Experience, and 4) B2C Rental Customer Engagement Strategy

Augusta National Golf Club • Stanley Black & Decker/Digital Accelerator • Universal Studios Hollywood • Universal Orlando Resort • Simmons Bedding Company • Delta Air Lines • Delta Material Services • Lowe’s • Rheem Manufacturing
▪ Led new business prospects and pitch processes, including formal RFP responses and pitch presentation materials, scoping efforts, in-person presentations and client relationship development
▪ Independently managed multi-million dollar portfolio of client work; converted three new clients into long-term relationships and contracts, selling in new services and driving organic growth of scope by more than $557K in 12 months
▪ Led development of scopes, proposals and contracts, for services totaling up to $8MM; responsible for rate negotiations with client lead and procurement contacts, which led to agency rate increases between 11% and 34% across accounts; managed budget projections and financials across all client accounts
▪ Notable projects include: 1) digital ecosystem, content and distribution transformation strategy for client with legacy broadcast rights agreements; 2) strategic positioning, brand and identity development, and commercialization of product launch in an already saturated market; 3) productization of agency’s service offering; 4) user experience, visual design and technical development of native mobile apps and responsive websites; 5) redesign of e-commerce experiences and purchase path flows

Bank of America
▪ Managed multi-million dollar budget for connecting and production of digital video content for ongoing and quarterly campaign-based placements, highlighting integrated product demonstrations, partnership promotions and limited time programs displayed in banking centers nationally
▪ Implemented a growth strategy for key revenue-driving products by creating and testing various content placements to drive greater engagement and responsiveness
▪ Notable projects include: 1) screen engagement amplification test and learn initiative; 2) Khan Academy “Better Money Habits” program; 3) Feeding America Twitter-integrated content; 4) internal processes for digital content creation and testing

Bachelor of Arts, Psychology; Certificate, Markets and Management Studies
Sorority: Alpha Kappa Alpha Sorority Inc.