Senior Marketing & Creative Director + Martech Leader
I am a hands-on marketing, creative, and martech leader who thrives at the intersection of strategy, execution, and innovation.
Expertise.
With expertise in digital transformation, lifecycle marketing, and retention strategy, I don’t just oversee solutions—I build them. From architecting martech stacks and designing audience-first content strategies to implementing personalized campaigns through platforms like Braze, Hygraph, and Snowflake, I take a tactical approach to solving complex challenges. My background in design and content editing ensures that creative execution aligns seamlessly with data-driven marketing, delivering compelling, high-performing experiences. I excel in bridging the gap between technology and storytelling, optimizing engagement through both strategic vision and hands-on execution.
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Strategic Leadership & Digital Transformation
I led a comprehensive digital transformation at the Oregon Symphony, identifying the need for a website overhaul just months into my role. Instead of settling for an expensive industry sepcifc CMS rebuild with limited flexibility, I spearheaded a shift to a headless CMS, allowing for future-proofed, dynamic content management. By collaborating with data and technology experts, I ensured our digital ecosystem was strategically designed to enhance user experience, personalization, and operational efficiency.
Martech Innovation & Data-Driven Marketing
My approach to marketing technology is centered on leveraging best-of-breed tools to drive audience engagement and retention. I integrated Hygraph, Snowflake, and Braze to create a connected content and communications strategy, enabling personalized experiences across channels. This shift unlocked our ability to target key audience segments effectively, particularly in addressing subscriber retention—a top priority for sustainable growth.
Building High-Impact Partnerships
Through an extensive RFP process, I identified and engaged top-tier partners to bring our digital vision to life. From selecting Fictive Kin for web and design to working with Hygraph and Braze consultants, I built strong partnerships that contributed to a seamless integration of marketing, content, and technology. My ability to align internal and external stakeholders was critical in executing a complex multi-phase project.
Lifecycle & Retention Marketing Strategy
Understanding our biggest challenge—subscriber retention—I developed and implemented a robust lifecycle marketing strategy powered by Braze. By personalizing touchpoints across email, SMS, and web experiences, I laid the groundwork for a data-driven approach to subscriber engagement, ensuring we maximize retention and long-term loyalty.
Cross-Functional Leadership & Interim Executive Experience
While leading a digital and martech overhaul, I also stepped in as Interim VP of Marketing, overseeing a $9M revenue-driving team. I balanced the responsibilities of earned revenue growth, subscription retention, and launching new programming—all while managing a team through structural changes and executing high-stakes marketing initiatives.
Brand Development & Audience-Centric Storytelling
Recognizing the need for a stronger brand presence, I helped expand our website RFP into a full brand refresh. This ensured that our visual identity, communication strategy, and audience messaging were cohesive and compelling. By aligning the brand refresh with our digital transformation, we created a unified, audience-first approach to storytelling and engagement.
Brand
Work.
About.
My happy place is driving up the Oregon coast with my family in our Volkswagen Vanagon, surfboards on top and a Southern swell. I easily get stoked about catching waves and big ideas. My ideas and creativity will find solutions to problems in innovative, unexpected ways by blending my diverse interests, skills, and experiences. I’ve lived abroad multiple times. I’ve put myself in uncomfortable situations (ask me about the Moroccan bathhouse). And I love traveling when I can spend enough time to immerse myself in new cultures.
