Big Ideas, Real Impact
Demonstrated impact across strategy, positioning, and performance marketing, delivering measurable growth, stronger brand equity, and scalable acquisition frameworks.
Big Ideas,
Real Impact.
Hot Air Tools®
Ecommerce Growth | B2B + B2C | Brand Leadership
Scaling a Niche Industrial Brand into a Digital Leader
The Opportunity
Hot Air Tools® needed a modern ecommerce experience, stronger lead capture, and a unified B2B + B2C digital strategy.
What I Led
Full ecommerce redesign to improve navigation, megamenu structure, and product discoverability
Custom Parts Center experience featuring top-selling toolsMulti-channel advertising strategy across paid social, email, and organic
Management of three websites and full digital ecosystem
Impact
Email list growth: 450 → 17,634 subscribers
36% average email open rate
Social growth across all platforms
Improved mobile usability and conversion pathways
Established category authority in BAK tools nationwide
Result
Elevated the brand from a traditional distributor to a digitally driven ecommerce engine.
NuFACE
Email Revenue | Paid Media | Performance Marketing
Turning Email into a Revenue Channel
The Opportunity
NuFACE needed improved performance from email, paid media, and remarketing campaigns.
What I Led
Migrated email platform from MailChimp to Listrak
Developed lifecycle email campaigns and promotional launches and grew the blog
A/B tested paid creative (CTR outperformed industry averages)
Led influencer marketing activations and partnership collaborations
Executed seasonal brand campaigns and limited-time promotional launches
Impact
Email drove 26.5% of total direct revenue
CTR increased to 2.7–3.3% (vs. 0.9–1.1% industry average)
Facebook growth: 16K → 32K
Instagram growth: 31K → 65K
Result
Transformed email from a communication tool into a high-performing revenue driver.
Recorded Future
Enterprise Brand Strategy | Video Production | Website Leadership | Sales Enablement
Elevating a Global Cybersecurity Brand Across Digital & Physical Stages
The Opportunity
Recorded Future needed cohesive brand storytelling across high-visibility placements — from Times Square brand video executions to Predict 2025 conference production, while simultaneously modernizing web experience and sales enablement materials.
The Challenge
Align marketing, product, events, and revenue teams under one consistent brand narrative.
What I Led
Contributed to creation of a flagship brand video featured in Times Square
Supported multiple video production initiatives for Predict 2025
Managed cross-functional collaboration between creative, production, and leadership teams
Ensured message alignment with autonomous threat operations positioning
Impact
Unified brand expression across digital, event, and executive channels
Strengthened enterprise positioning in competitive cybersecurity landscape
Increased internal efficiency through standardized presentation systems
Elevated Predict 2025 and Times Square visibility into cohesive brand storytelling
Result
Helped translate complex cybersecurity intelligence into powerful, high-visibility brand experiences across global stages.
StraighterLine
Growth Marketing | Paid Media | Brand Strategy | Web Optimization
Higher Ed Growth Results
The Opportunity
Increase enrollment, improve ROAS, and modernize marketing infrastructure.
What I Led
Deactivation of legacy marketing automation → migration to Zoho
Paid media optimization and UST growth strategy
SEO cleanup of 2,000+ outdated content pages
Website redesign of 7 core pages
Brand strategy and persona development
Impact
Unique Students (UST) increased 180% in 1.5 years
Cost-per-UST decreased 58%
ROAS improved to 9.4:1 (vs 3.9:1 prior)
260% jump in branded paid search YoY
254% increase in social exposure
Result
Aligned brand, performance marketing, and infrastructure to create scalable, profitable growth.
Famous Names Products
B2B Beauty | Social Advertising | Pinterest Growth
Turning Visual Content into Lead Generation
The Opportunity
Increase brand awareness and drive engagement within professional nail salons.
What I Led
Paid Facebook campaigns with advanced targeting
Pinterest activation strategy
Before-and-after content performance optimization
Event promotion campaigns
Impact
675% increase in Pinterest engagement in 90 days
High-performing video + carousel ads
Strong engagement at low cost-per-click
Increased qualified salon leads
Result
Proved that strategic visual storytelling drives measurable B2B growth.
Rittal & Eplan USA
Unified Brand + CRM Strategy
Overview
Rittal and Eplan USA — two global leaders in industrial automation, enclosure systems, and engineering software operate as sister companies with complementary solutions.
While their tools improve accuracy, speed, and consistency regardless of scale, their marketing and customer journeys were operating in parallel rather than as a unified ecosystem.
The Objective
Create a cohesive, data-driven brand and marketing strategy that positions Rittal and Eplan as a connected, end-to-end solution.
The Unified Plan
Rather than marketing Rittal and Eplan as adjacent brands, we created a strategy that:
Aligns messaging across the customer journey
Strengthens brand equity for both companies
Enables scalable growth
The result is a fully integrated marketing architecture designed to support long-term growth and global alignment.
Status
Launch-ready.
CRM strategy, messaging frameworks, creative concepts, and media planning complete.
Positioned to deliver measurable lift in engagement, pipeline velocity, and cross-brand adoption upon activation.
Vexcel
Organic Social Media & Community Growth
What I Led
Organic social media management across LinkedIn, Twitter, and Facebook
Content strategy development focused on geospatial intelligence and aerial imagery
Performance benchmarking and engagement tracking across platforms
Community growth initiatives and brand hashtag expansion
Video-forward content strategy to increase watch time and engagement
Impact
Strengthened brand visibility across B2B geospatial audiences
Built a more engaged professional community on LinkedIn
Increased employee advocacy through tagging and reshare initiatives
Shifted content mix toward higher-performing video formats
Results
LinkedIn engagement rate: 7.57% (top-performing organic content)
Twitter engagement rate: 8.8% (top-performing organic content)
LinkedIn follower growth benchmark: +167
Total impressions/reach across platforms: 65.6K
Increased brand hashtag usage (#GoforGIC, #GICAdvantage, #GICGraySky)
REN Skincare
Digital Marketing & Ecommerce Growth
What I Led
Owned and optimized full-funnel digital marketing strategy across SEO, SEM, social, email, and affiliate
Maintained and monitored product sales data across all categories to inform 2015/2016 budget planning
Represented REN as account manager with external agencies — defined scope of work, drafted creative briefs, and managed timelines
Built and managed all Google Product Listing Ads (PLAs)
Led SEO and site content development across Magento, WordPress, and WooCommerce
Identified and launched a new affiliate marketing channel
Managed promotions and affiliate network performance tracking
Impact
Shifted marketing decisions to be data-driven using historical sales performance and Google Analytics insights
Strengthened ecommerce visibility through optimized PLAs and SEO execution
Established affiliate marketing as a scalable acquisition channel
Improved promotional cadence and incentive-based revenue drivers
Increased email frequency from 1 campaign per month to 6–8 per month using performance-based segmentation and automation
Results
20% increase in website traffic within first 3 months of launching affiliate marketing
Significant lift in email-driven revenue through incentive, reminder, and referral strategies
Improved budget planning accuracy using historical sales trend analysis
Strengthened product discoverability across paid and organic search