Seasoned digital marketer creating & nurturing innovative programs that work
About
Deeply experienced in organic and paid social media marketing, email & text campaign execution, and programmatic display advertising. Excellent communicator that enjoys collaborating with colleagues across a variety of disciplines and building strong client relationships.
01
CRO: Mobile Marketing, Website Upgrade
I managed the mobile marketing program for Consolidated Restaurant Operations. Primary responsibilities of the position included coordinating the mobile messaging for 25+ Cantina Laredo & El Chico locations in collaboration with the corporate marketing team and ensuring that approved, franchisee-specific messaging was pre-scheduled for distribution. Prior to my tenure, the organization experienced issues with certain locations not participating in a regular cadence of marketing messages. I was tasked with driving franchisee participation, and accomplished this through a combination of proactive outreach and an overhauled “content calendar” approach.
Additionally, an important component of my role was to help increase overall membership in CRO’s digital marketing programs. Working alongside web development talent, I was able to help introduce essential new functionality to the Cantina Laredo and El Chico websites, ensuring that online "e-Club" registrants could be compliantly subscribed to SMS and Email marketing messages via API. This new functionality substantially increased the distribution list for marketing communications, yielding hundreds of new recipients within its first two weeks of going live.
Lastly, as part of my work with CRO, I was afforded the opportunity to be a part of a small team tasked with pitching key executives on adopting a more robust digital marketing strategy including a full re-design of their restaurant and corporate websites. The agency won the business and currently hosts CRO's newly updated web presence.
02
BTR: Omnichannel Marketing Management
Before working with our agency, Big Truck Rental’s web presence and digital marketing programs were in a state of disarray. The primary issue facing the organization was a lack of strategic direction in the areas of both organic and paid digital marketing programs. My team’s challenge was to recommend a comprehensive approach to their digital strategy encompassing SEO, Google Ads, and email marketing & social. We were also tasked with creating an entirely new web presence for BTR, consolidating their region-specific URLs into a single new, overhauled website. In my role as Senior Marketing Manager, I worked closely with our SEO team, web design & development talent, as well as PPC, social media, & email marketers to execute a new omnichannel approach meant to move the brand forward and jumpstart their lead generation. Within the first six months of the engagement, the new strategy enabled BTR to consistently 2x their average monthly site users from organic channels alone and helped lead the company to record profitability.
03
Hide Bar: Loyalty Program
The fine folks at Hide Bar came to us in search of a way to encourage repeat business and foster a community of loyal customers. We created a loyalty program complete with eye-catching point of purchase opt-in materials, LTO digital coupons, and fun copy that capitalized on the brand’s ethos of “best kept secret” in the world of Dallas mixology. Thanks in large part to the high value upfront offer of a free cocktail just for signing up, initial adoption and word of mouth positivity around the program was high. Within the first month of the program’s launch, Hide had added 150+ plus members to its loyalty program - members that we auto-subscribed to re-marketing campaigns designed to further encourage repeat business. Cheers to a successful strategy!
04
TNT: Campaign Marketing Vertical
When I first joined the team at TNT in the Spring of 2018, the primary established products consistently generating significant recurring revenue for the agency were SEO and Google Ads. My objective was to help diversify our core offering by introducing a variety of new initiatives outside the walled garden of Google that could drive revenue and make a real difference for our clients.
Today, under my leadership, we now have robust offerings in the categories of Facebook Ads, programmatic display, and email & text marketing. In totality, the campaigns under this new combined vertical now generate approximately 1 million dollars in annual recurring revenue.
05
TNT: New Reporting Paradigm
As an agency with over 1,300 clients, having the ability to easily generate clear, concise, and compelling reporting is essential to our success. Furthermore, having a solution that is purpose-built to match our unique offerings and is able to scale with our growth is a core requirement. The reporting solutions our agency had primarily relied on up to 2022, while at one point logical fits for our business, had begun to show their age and no longer met all of these core requirements.
As the project lead on the initiative to establish a new reporting paradigm for the agency, I have had the opportunity to create reporting visualizations in a dynamic, new GUI in close collaboration with our vendors. This new system is set up to meet the needs of our internal teams as well as our customers, and represents a major technical and aesthetic upgrade from the old paradigm.