Digital Marketing

Less noise. More impact. Better ROI.

Digital marketing isn’t about chasing clicks — it’s about building belief.
At a company that once favored radio over digital, I led a disciplined shift toward performance-driven marketing — growing digital investment more than 18x while earning executive trust through accountability, clarity, and results.

How I’ve Driven Digital Growth

Audit and Align
I began by rethinking where dollars were going — mapping every campaign and channel to measurable outcomes instead of assumptions.
By reframing discussions around revenue contribution and efficiency, we built confidence in digital’s ability to deliver dependable, repeatable returns.

Build Executive Buy-In for Scale
When I joined, eCommerce was seen as an experiment. Through consistent reporting, forecasting accuracy, and transparent results, I gained buy-in to scale marketing spend responsibly — from cautious testing to a fully funded growth engine.
The 18x increase in spend wasn’t a gamble; it was the outcome of trust built on data and delivery.

Prioritize High-Impact Channels
I focused investment on the channels that consistently performed — reallocating from low-ROI efforts into paid search, paid social, and programmatic media that reached high-intent customers.
Each dollar was held accountable to margin and lifetime value, not just traffic metrics.

Test and Optimize for Performance
Every campaign became a live experiment — structured, measured, and shared.
Through A/B testing, audience refinement, and landing page optimization, the team learned faster and spent smarter, creating a rhythm of continuous improvement.

Collaborate and Build for Scale
I worked across marketing, analytics, UX, and leadership teams to turn isolated wins into sustainable systems.
The result: a marketing organization that could operate confidently at scale, with shared KPIs and a unified understanding of how investment translated into business growth.

My Approach, in Context

I’ve led digital marketing transformations that replaced instinct with insight and skepticism with strategy.
For me, responsible scale is the ultimate measure of marketing success — not just how much you spend, but how much belief you build along the way.