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Portfolio
About
Nice to meet you!
I’m a creative strategist, brand storyteller, and growth minded marketer who loves turning ideas into clear strategies, thoughtful content, and measurable outcomes.
With more than 10 years across consulting, in-house roles, and cross-functional teams, I build marketing ecosystems that connect brand, content, and performance. My work spans SEO, paid media, content strategy, CRM automation, analytics, and creative direction — always grounded in clarity, collaboration, and results.
I thrive where creativity meets operations: shaping brand stories, designing meaningful digital experiences, and making sure campaigns actually move the needle. Whether I’m building dashboards, planning content, or mentoring creative teams, I bring curiosity, focus, and follow-through to the work.
My Expertise:
  • Content Strategy and Creative Direction
  • Organic and Paid Growth Marketing
  • SEO and Performance Driven Content
  • Marketing Automation and CRM Strategy
  • Multi-channel Campaigns across Web, Social, and Email
  • Client and Stakeholder Relationship Management
  • Responsible AI and Workflow Innovation
  • Team Leadership and Collaborative Execution
I believe every brand has a story, and it’s not just what you say, but how you make people feel and the results you drive. Let’s build marketing that works and resonates.
Case Studies
Below is a selection of projects that highlight my approach to strategy, execution, and measurable business impact across both consulting and in house leadership roles.
Due to the nature of several high profile clients engagements, not every project includes full deliverables, but each case reflects the scope of work, decision making, and outcomes I led.
If you’d like to explore additional examples or discuss anything in more detail, I’m always happy to walk through them.
Revenue Operations and CRM Enablement
Helped marketing evolve into a revenue partner by aligning lifecycle strategy, CRM workflows, and sales collaboration around shared growth goals.
SEO-Led Organic Growth Strategy
Built sustainable inbound growth engine achieving 35% organic traffic increase through strategic content and technical optimization.
Paid Media and Performance Optimization
Shifted paid advertising from experimentation to predictable revenue driver through structured testing and attribution.
Client Reporting and Retention Strategy
Built stronger client trust and retention through clear insights, proactive communication, and collaborative strategy reviews.
AI-Powered Marketing Workflow Optimization
Enhanced team efficiency and insight generation while maintaining quality through responsible AI adoption and clear guardrails.
Regional and Local Campaign Strategy
Drove 40% engagement increase through localized messaging and integrated digital-offline campaign execution.
Brand Refresh and Digital Experience Redesign
Created clarity and confidence through comprehensive brand refresh, visual identity redesign, and conversion-focused digital experience.
Cross-Functional Team Leadership and Campaign Execution
Led cross-functional teams to deliver cohesive campaigns, streamline processes, and create clearer collaboration across marketing, creative, and leadership.
Multimedia Content Creation and Digital Innovation
Balanced innovation with responsibility by building efficient content systems with AI support and mandatory human oversight.
Brand Building and Rebranding to Support Growth
Ensured brand remained human, credible, and intentional through strategic positioning with AI-supported research and human-refined execution.
SEO-Led Organic Growth Strategy
Industry
B2B Consulting and SaaS
Business Context
An organization needed sustainable inbound growth without increasing paid spend.
Challenge
Low organic visibility and unclear content positioning limited inbound lead generation.
Role
Head of Marketing with ownership of SEO, content strategy, and analytics.
Strategy and Execution
Research
Built SEO strategy mapped to buyer intent and search behavior
Optimization
Reorganized site structure to improve clarity and conversion
Measurement
Implemented content performance tracking and iteration cycles
Integration
Integrated SEO with CRM workflows to nurture inbound leads
Custom Deliverables
Strategic Planning
  • SEO roadmap and keyword strategy mapped to buyer journey
  • Content architecture and page-level optimization plan
Execution and Measurement
  • Editorial calendar and content performance framework
  • Organic growth reporting dashboard
Results
35%
Organic Growth
Sustained traffic increase over campaign period
Higher
Lead Quality
Improved inbound lead qualification rates
Lower
Paid Reliance
Reduced dependency on paid acquisition channels
Tools Used
  • HubSpot
  • SEO tools
  • Google Analytics
  • AI-assisted keyword clustering

Why It Mattered
Created a scalable growth engine aligned to revenue goals. The organization gained predictable inbound lead flow without proportional increases in marketing spend, fundamentally changing the economics of customer acquisition.
Paid Media and Performance Optimization
Industry
Professional Services and Digital Products
Business Context
Paid advertising was being used, but performance and ROI were inconsistent.
Challenge
Lack of structured testing, audience segmentation, and attribution.
Role
Marketing lead responsible for paid strategy and optimization.
Strategy and Execution
Campaign Structure
Built structured Google Ads and Facebook Ads campaigns with clear audience segmentation and budget allocation frameworks.
Testing Framework
Tested creative, audience segments, and bidding strategies using structured experimentation methodology.
Conversion Optimization
Aligned paid traffic with conversion-focused landing pages designed for specific audience segments.
Performance Tracking
Monitored performance against cost-per-lead and ROAS metrics with weekly optimization cycles.
Custom Deliverables
Paid Media Strategy
Comprehensive strategy and budget allocation plan
Campaign Framework
Campaign structure and audience segmentation guidelines
Testing Roadmap
Creative testing and optimization schedule
Performance Dashboard
ROAS and performance reporting system
Tools Used
  • Google Ads
  • Facebook Ads Manager
  • Google Analytics
Results
Improved conversion rates
Through targeted audience segmentation and landing page optimization
More predictable lead flow
Established reliable volume and quality benchmarks by channel
Better alignment between spend and outcomes
Clear understanding of which channels and campaigns drove revenue

Why It Mattered
Paid media shifted from experimentation to a measurable revenue driver. Leadership gained confidence in marketing spend decisions, and the organization could scale paid programs predictably based on ROI rather than guesswork.
Revenue Operations and CRM Enablement
1
Business Context
A growing consulting organization relied on marketing activity but lacked clear visibility into lead quality, attribution, and pipeline contribution.
2
Industry
Professional Services and Consulting
3
Role
Senior Marketing Manager and CRM owner, partnering directly with sales leadership.
4
Challenge
Marketing and sales operated in parallel systems with inconsistent follow-up, manual reporting, and limited insight into what was driving revenue.
Strategy and Execution
System Design
  • Defined lifecycle stages and lead qualification criteria
  • Built CRM workflows to automate lead routing and follow-up
  • Created dashboards showing lead source to conversion performance
Alignment and Integration
  • Aligned campaign tracking with sales processes
  • Established regular sync meetings between marketing and sales
  • Implemented feedback loops for continuous improvement
Deliverables
CRM Lifecycle Framework
Lead qualification and stage progression documentation
Automated Workflows
Lead routing and follow-up automation systems
Executive Dashboard
Pipeline and attribution visibility reporting
Alignment Documentation
Marketing and sales process integration guides
Tools Used
  • HubSpot
  • Google Analytics
  • CRM reporting tools
Results
Faster speed-to-lead through automated routing
Improved lead quality and clarity for sales team
Clear attribution from marketing activity to pipeline impact

Why It Mattered
Marketing became an operational enabler and revenue partner rather than a cost center. Sales leadership gained visibility into marketing's contribution, and the organization could make data-driven decisions about resource allocation.
Client Reporting and Retention Strategy
Industry
Consulting and Enterprise Services
Business Context
Clients needed clearer visibility into marketing performance and value.
Challenge
Performance data existed but was not communicated in a way clients could easily understand or trust.
Role
Marketing lead responsible for performance reporting and client communication.
Strategy and Execution
1
Built clear dashboards focused on outcomes rather than vanity metrics
2
Created reporting narratives explaining wins, losses, and next steps
3
Established regular reporting cadences and feedback loops
4
Proactively addressed concerns before they escalated
Custom Deliverables
Client Dashboard Templates
Custom performance dashboard templates tailored to client objectives and KPIs, emphasizing clarity and actionability over data volume.
Reporting Framework
Monthly and quarterly reporting narrative framework connecting data to business outcomes and strategic recommendations.
KPI Definitions
Clear KPI definitions and success benchmarks aligned to client business objectives and industry standards.
Communication Plan
Client communication cadence and escalation plan ensuring consistent touchpoints and proactive issue resolution.
Tools Used
  • Google Analytics
  • CRM dashboards
  • Reporting tools
Results
Increased client confidence in marketing performance and value delivery
Reduced confusion around performance metrics and strategic direction
Stronger long-term client relationships built on transparency and trust

Why It Mattered
Clear communication reduced churn and strengthened trust. Clients became true partners in the marketing process rather than skeptical observers. The shift from data reporting to strategic storytelling fundamentally changed client perception of marketing value.
AI-Powered Marketing Workflow Optimization
Industry
SaaS and Consulting
Business Context
Marketing teams needed to increase speed and efficiency without sacrificing quality or trust.
Challenge
Manual processes slowed execution and reporting.
Role
Marketing leader advocating responsible AI adoption.
Strategy and Execution
Content Ideation
Used AI to support content ideation and keyword analysis
Insight Generation
Applied AI for performance reporting synthesis and insight generation
Quality Control
Established guardrails to protect brand voice and accuracy
Tool Evaluation
Evaluated tools based on ROI rather than novelty
Custom Deliverables
AI Guidelines
Usage guidelines and guardrails documentation ensuring responsible implementation
Workflow Templates
AI-assisted content and SEO workflow templates for team adoption
Insight Framework
Performance insight synthesis framework leveraging AI capabilities
Evaluation Scorecard
Tool evaluation and adoption scorecard for ROI assessment
Tools Used
  • AI-assisted content tools
  • Analytics platforms
  • SEO platforms
Results
Faster Execution
Reduced time-to-publish without compromising quality standards
Improved Insights
Enhanced ability to identify patterns and opportunities in performance data
Maintained Quality
Preserved brand consistency and accuracy through clear guardrails

Why It Mattered
AI enhanced workflows without introducing risk or noise. The organization gained competitive advantage through speed while maintaining the trust and quality standards essential in consulting environments. This approach demonstrated that AI adoption could be both aggressive and responsible.
Regional and Local Campaign Strategy
Industry
Professional Services and Community-Based Organizations
Business Context
A regional organization needed stronger engagement and localized visibility.
Challenge
Messaging lacked cohesion across digital and offline efforts.
Role
Regional Marketing and Communications Manager
Strategy and Execution
Regional Messaging
Built region-specific messaging and campaign themes
Channel Integration
Integrated digital campaigns with events and outreach
Sales Enablement
Supported sales and community engagement efforts
Brand Consistency
Ensured consistency across channels
Custom Deliverables
Messaging Framework
Regional campaign messaging framework tailored to local audience needs and cultural context
Campaign Calendar
Multi-channel campaign calendar coordinating digital, event, and outreach activities
Support Assets
Sales and community engagement support assets enabling local activation
Performance Reporting
Local performance and engagement reporting tracking regional impact
Results
40%
Engagement Increase
Growth in regional audience engagement and participation
Stronger
Brand Recognition
Improved regional brand awareness and community presence

Why It Mattered
Localized strategy improved relevance and conversion. By respecting regional differences while maintaining brand consistency, the organization strengthened its community connections and drove measurable business outcomes. This approach proved that national brands could succeed at the local level through thoughtful adaptation.
Brand Refresh and Digital Experience Redesign
Industry
Technology and Professional Services
Business Context
The brand identity felt outdated and didn't reflect the organization's evolution or market positioning.
Challenge
Inconsistent visual identity, unclear messaging, and a website that didn't convert visitors effectively.
Role
Marketing leader responsible for brand strategy, creative direction, and digital experience.
Strategy and Execution
Brand Audit
Conducted stakeholder interviews and competitive analysis to define brand positioning
Visual Identity
Developed refreshed brand guidelines including logo, color palette, and design system
Digital Experience
Redesigned website with improved UX, conversion paths, and content hierarchy
Implementation
Rolled out brand across all touchpoints with team training and asset library
Custom Deliverables
Strategic Planning
  • Brand positioning framework and messaging architecture
  • Visual identity system and brand guidelines
Execution and Assets
  • Website redesign and content migration
  • Marketing collateral and template library
Results
50%
50%
Increase in Site Engagement
Improved time on site and page views per session
Higher
Conversion Rates
Better lead capture and form completion rates
Stronger
Brand Recognition
More consistent brand perception across channels
Tools Used
  • Figma
  • WordPress
  • HubSpot
  • Adobe Creative Suite

Why It Mattered
The brand refresh created clarity and confidence internally and externally. The organization could finally tell its story effectively, and the digital experience became a revenue-generating asset rather than a liability.
Cross-Functional Team Leadership and Campaign Execution
Industry
B2B SaaS and Technology
Business Context
Marketing operated in silos with limited collaboration between creative, demand gen, and sales teams.
Challenge
Misaligned priorities, duplicated efforts, and campaigns that didn't reflect unified strategy.
Role
Marketing leader responsible for team structure, process design, and cross-functional alignment.
Strategy and Execution
Team Restructure
Reorganized marketing team around shared goals with clear roles and collaboration frameworks
Workflow Design
Built campaign planning and approval processes that connected creative, content, and performance teams
Stakeholder Alignment
Established regular sync points between marketing, sales, and product leadership
Shared Metrics
Created unified reporting that tracked campaign performance across all functions
Custom Deliverables
Team Operating Model
Roles, responsibilities, and collaboration structure
Campaign Playbook
End-to-end process for planning and executing integrated campaigns
Communication Framework
Meeting cadence and decision-making protocols
Performance Dashboard
Shared metrics and reporting system
Tools Used
  • Asana
  • HubSpot
  • Slack
  • Google Workspace
Results
Faster campaign execution
Reduced time from concept to launch through streamlined processes
Better campaign performance
Improved results through coordinated strategy and execution
Stronger team morale
Increased collaboration and reduced friction across functions

Why It Mattered
Marketing became a strategic partner rather than a service function. The organization could execute complex, multi-channel campaigns with confidence, and leadership gained visibility into how marketing efforts connected to business outcomes.
Capabilities and Tools
Core competencies and technical expertise developed through consulting and in-house marketing leadership roles, focused on revenue enablement and operational efficiency.
SEO and PPC Strategy
I build search strategies that help people actually find what they’re looking for and take the next step. That includes everything from keyword research to creative testing and ongoing optimization across both organic and paid channels.
CRM and Revenue Operations
Lifecycle strategy, lead scoring, and attribution modeling that connect content, campaigns, and sales activity directly to measurable revenue outcomes.
HubSpot and Marketing Automation
Implementation, workflows, segmentation, nurture strategy, and automation that streamline operations and improve campaign performance at scale.
Google Ads and Analytics
From campaign setup to performance tuning, I use data to understand what’s driving clicks, conversations, and conversions, and adjust budgets and creative based on what actually works.
AI-Powered Workflow Optimization
Responsible AI adoption for content creation, insight generation, and process efficiency while maintaining brand integrity and quality standards.
Client Communication and Performance Reporting
Executive dashboards, narrative reporting, and strategic communication that translates marketing performance into business value and actionable insights.
Content Strategy and Storytelling
Editorial planning, messaging frameworks, and multi-channel content systems designed to educate, build trust, and drive measurable engagement.
Organic Social and Community Growth
Platform-native social content, creative testing, and community engagement strategies focused on reach, connection, and authentic brand voice.
Conversion-Focused Landing Pages
Page layouts, copy, and CTAs designed around user intent, friction reduction, and continuous testing to improve conversion performance.
Content Design and Creative Innovation
I design content that feels clear, intentional, and easy to engage by experimenting with formats and ideas to make information more useful and visually compelling.
Technical Proficiency
  • Project Manager Tools such as ClickUp, Jira, Asana, Monday.com, Notion, Motion, Trello, Microsoft Project.
  • HubSpot CRM, Marketing Hub, and Sales Hub
  • Google Analytics and Tag Manager
  • Paid media setup and optimization across Google and Meta
  • SEO and keyword research platforms
  • Content management systems: WordPress, HubSpot CMS, Webflow
  • Email and automation tools: HubSpot, Mailchimp, Klaviyo
  • Social scheduling and analytics platforms
  • Responsible use of AI for research, ideation, and repurposing
  • CRM reporting, dashboards, and performance insights
Strategic Expertise
  • Full-funnel marketing strategy
  • Content strategy and editorial planning
  • Organic social growth and engagement strategy
  • Understanding how marketing connects to pipeline and revenue
  • Creating alignment across marketing, sales, and leadership
  • Performance measurement, testing, and continuous optimization
  • Brand voice development and storytelling
  • Client relationship management and expectation setting
  • Leading and collaborating across creative, technical, and client teams