JOURNEY > DESTINATION
Highlights
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Utilized Adobe tools to centralize League fan data, enabling streamlined CRM operations across 32 teams. Developed a comprehensive fan segmentation strategy for game promotions, Shop conversions, and seamless data acquisition. Owned Product Marketing and go-to-market strategy elements for NFL Sunday Ticket. Identified revenue opportunities, most-profitable audiences, and suppression logic for league journeys.
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Lead on Kickoff 2023’s (Kansas City Chiefs vs. Detroit Lions) go-to-market season opener campaign: Helped design LucidChart journey detailing all omni-channel touch-points across in-app, SMS, and Email for 2023 Season Opening Kickoff campaign. Accounted for all LSB offers, Shop coupons, and real-time data based engagements (RTCDP).
EPIC
Email Marketing Across Insurance VerticalsÂ
 October 2022 to August 2023
Company: EPIC Brokers
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Team Management:
Managed a team consisting of 1 direct report, overseeing their tasks and performance.
Email Campaign Management:
Orchestrated an average of 5-10 outgoing email promotional campaigns weekly.
Managed subscriber lists ranging from 35,000 to over 1 million for these campaigns.
Platform Transition Leadership:
Led the successful transition to Adobe Experience Platform (AEP), AJO, and AEM.
Journey Design and Orchestration:
Designed and constructed customer journeys, employing JSON/XML calls and events for enhanced orchestration.
Configured Channel Surface for optimized customer engagement.
Product Release Communication:
Took ownership of all product release communications, ensuring clarity and consistency.
Adobe Target Utilization:
Leveraged Adobe Target for contextual recommendations and conversion optimization in marketing strategies.
Campaign Ownership
Wake Forest University
Email Nurture Series
- Info Series MBA (1-3): Description of the series and its content.
- Info Series MSBA (1-3): Details about this series and its objectives.
- Uncontacted MSBA (1-3): Explanation or highlights of this series’ purpose and strategy.
- Remarketing AB Tests: Brief description or key outcomes of the remarketing tests.
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Purdue University
Email Campaigns
- App Completion 1-3 A: Details about the app completion series and its variations.
- App Completion 1-3 B: Description or notable aspects of this series.
- Info Series 1-4 w/ Subject Line AB Tests: Overview of the info series and subject line testing.
- Remarketing 1-2: Highlights or key results from the remarketing campaigns.
- Uncontacted 1-3 w/ Subject Line AB Tests: Explanation of the uncontacted series and its A/B testing.
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Wake Forest University
Email Nurture Series
- Info Series MBA (1-3): Description of the series and its content.
- Info Series MSBA (1-3): Details about this series and its objectives.
- Uncontacted MSBA (1-3): Explanation or highlights of this series’ purpose and strategy.
- Remarketing AB Tests: Brief description or key outcomes of the remarketing tests.
Purdue University
Email Campaigns
- App Completion 1-3 A: Details about the app completion series and its variations.
- App Completion 1-3 B: Description or notable aspects of this series.
- Info Series 1-4 w/ Subject Line AB Tests: Overview of the info series and subject line testing.
- Remarketing 1-2: Highlights or key results from the remarketing campaigns.
- Uncontacted 1-3 w/ Subject Line AB Tests: Explanation of the uncontacted series and its A/B testing.
Lynn University
Email Campaigns
- App to Enroll 1-3: Details or achievements related to the app to enroll series.
- Info Series 1-3: Description or impact of the info series on conversions.
- Uncontacted 1-3: Key points or strategy behind the uncontacted series
Manage 1 direct report, and 5-10 average weekly outgoing email promo emails to lists of 35,000 to over 1 million subscribers. Lead transition to Adobe Experience Platform, AJO and AEM. Journey design, build, Orchestration. JSON/XML calls, Events and Channel Surface setup. 25+ hours of Adobe training. Owned all product release communication.
KAPLAN
A student focused engagement.
Omni Channel Marketing for Higher EducationÂ
 January 2021 to December 2022
Company: Kaplan University
Responsibilities:
Campaign Ownership:
- Managed email campaigns, deployments, and quarterly reporting for 2 Kaplan teams.
Journey Development and Optimization:
- Utilized Adobe, Pardot, and SFMC for the development and optimization of core business Journeys, contributing to the matriculation of 25,000 monthly students and generating a $5M+ annualized revenue impact.
UAT Test Case Creation:
- Developed UAT test cases from scoping to execution using Adobe Target.
Salesforce Reporting:
- Created Salesforce reports to track webinar attendance and other pertinent metrics.
Achievements:
- Revenue Generation:
- Proposed and launched 22 emails within 9 months, resulting in a significant increase of $226K in monthly revenue for two divisions.
This structure highlights your role, key responsibilities, and impactful achievements at Kaplan University in a clear and organized manner. Does this format work for you, or would you like any adjustments or additions?
Campaign Ownership
Wake Forest University
Email Nurture Series
- Info Series MBA (1-3): Description of the series and its content.
- Info Series MSBA (1-3): Details about this series and its objectives.
- Uncontacted MSBA (1-3): Explanation or highlights of this series’ purpose and strategy.
- Remarketing AB Tests: Brief description or key outcomes of the remarketing tests.
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Purdue University
Email Campaigns
- App Completion 1-3 A: Details about the app completion series and its variations.
- App Completion 1-3 B: Description or notable aspects of this series.
- Info Series 1-4 w/ Subject Line AB Tests: Overview of the info series and subject line testing.
- Remarketing 1-2: Highlights or key results from the remarketing campaigns.
- Uncontacted 1-3 w/ Subject Line AB Tests: Explanation of the uncontacted series and its A/B testing.
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Wake Forest University
Email Nurture Series
- Info Series MBA (1-3): Description of the series and its content.
- Info Series MSBA (1-3): Details about this series and its objectives.
- Uncontacted MSBA (1-3): Explanation or highlights of this series’ purpose and strategy.
- Remarketing AB Tests: Brief description or key outcomes of the remarketing tests.
Purdue University
Email Campaigns
- App Completion 1-3 A: Details about the app completion series and its variations.
- App Completion 1-3 B: Description or notable aspects of this series.
- Info Series 1-4 w/ Subject Line AB Tests: Overview of the info series and subject line testing.
- Remarketing 1-2: Highlights or key results from the remarketing campaigns.
- Uncontacted 1-3 w/ Subject Line AB Tests: Explanation of the uncontacted series and its A/B testing.
Lynn University
Email Campaigns
- App to Enroll 1-3: Details or achievements related to the app to enroll series.
- Info Series 1-3: Description or impact of the info series on conversions.
- Uncontacted 1-3: Key points or strategy behind the uncontacted series
MAVERICK
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Consult portfolio of over 24+ Salesforce and Adobe Experience Manager clients. Presented client-facing, scalable technical solutions. Architected data feeds, platform configurations, and platform specific technology innovations. Conducted knowledge transfers, client discovery calls, and Salesforce training. Migrated CMS content into AEM, while building out Customer Profiles and filters via Adobe Audience Manager.
CHOPRA
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Supported Adobe Experience Cloud team, while working closely with cross-functional teams on extremely technical emails in English and French. Accountable for successful end-to-end execution of email programs within strict deadlines, prioritizing quality and accuracy. Oversaw vendors providing HTML, CSS, and AMPscript code, making critical decisions on in-house versus vendor-based code edits/fixes. Conducted QA/UAT for email campaigns involving Lexus, Infiniti, Toyota, and Nissan.
SIRIUSXM
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Supported Adobe Experience Cloud team, while working closely with cross-functional teams on extremely technical emails in English and French. Accountable for successful end-to-end execution of email programs within strict deadlines, prioritizing quality and accuracy. Oversaw vendors providing HTML, CSS, and AMPscript code, making critical decisions on in-house versus vendor-based code edits/fixes. Conducted QA/UAT for email campaigns involving Lexus, Infiniti, Toyota, and Nissan.
Design automated campaign workflows and subscriber journeys. Analyze subscriber data and build customer segments.
Managed 15 business units in Salesforce Marketing Cloud for over 11+ Neighborly brands including Molly Maid, Mr. Rooter, AirServ, Mr. Electric, and Mr. Handy. In addition to emailing millions of customers, Assists C-level management in making intelligent marketing decisions, with actionable analytics.
Communications Manager for over $5Billion
in Assets with Neighborly Alone
TEXAS TRUST
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Digital marketing manager for a billion dollar financial institution. Jack Henry core, Episys, Symitar, Salesforce Marketing Cloud. WordPress. HTML. CSS. Javascript. Set up and delivery of Digital Display campaigns across UT Arlington. Negotiated a $100k scope for feature updates to a custom CRM platform in 2017. Increase in scope and additional automation features launched in September 2017. Created wireframes and outsourced new AdviceSite. Created wireframes and outsourced new SilkRoad careers portal.Â
Email & CRM
Aside from building the Texas Trust Gives Foundation’s first website and landing page, I also outsourced a dynamic pie chart displaying the current amount of donation funds. I was fortunate enough to also get a chance to chip in on Mission Arlington’s volunteer food drive.Â
Encompass Development
I helped eliminate complexities and lower the cost of lending and investing by building out and implementing Encompass® by ICE Mortgage Technology®, the industry’s only true end-to-end digital mortgage solution. This solution helped Texas Trust Credit Union to\ acquire more customers and originate, sell and purchase loans faster – all from a single system of record.
SilkRoad Career Site Design
Aside from building the Texas Trust Gives Foundation’s first website and landing page, I also outsourced a dynamic pie chart displaying the current amount of donation funds. I was fortunate enough to also get a chance to chip in on Mission Arlington’s volunteer food drive.Â
Corporate Website Redesign
Aside from building the Texas Trust Gives Foundation’s first website and landing page, I also outsourced a dynamic pie chart displaying the current amount of donation funds. I was fortunate enough to also get a chance to chip in on Mission Arlington’s volunteer food drive.Â
Mission Accomplished
Aside from building the Texas Trust Gives Foundation’s first website and landing page, I also outsourced a dynamic pie chart displaying the current amount of donation funds. I was fortunate enough to also get a chance to chip in on Mission Arlington’s volunteer food drive.Â
CASTRO
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Managed all editorials, trade-show leads, purchased leads, CRM implementation, and content marketing. In charge of pushing the marketing needle forward by acquiring and nurturing leads through conversion. Utilized Salesforce Marketing Cloud, Adobe Creative Suite, and FCS Core Roofing CRM. Lead website and logo redesign campaigns. Worked closely with the VP of Marketing to develop compelling marketing strategies.
Website Redesign
Aside from building the Texas Trust Gives Foundation’s first website and landing page, I also outsourced a dynamic pie chart displaying the current amount of donation funds. I was fortunate enough to also get a chance to chip in on Mission Arlington’s volunteer food drive.Â
Corporate Website Redesign
Aside from building the Texas Trust Gives Foundation’s first website and landing page, I also outsourced a dynamic pie chart displaying the current amount of donation funds. I was fortunate enough to also get a chance to chip in on Mission Arlington’s volunteer food drive.Â
SilkRoad Career Site Design
Aside from building the Texas Trust Gives Foundation’s first website and landing page, I also outsourced a dynamic pie chart displaying the current amount of donation funds. I was fortunate enough to also get a chance to chip in on Mission Arlington’s volunteer food drive.Â
GKCC
Managed all outbound Chamber communications, leveraged database to growing list of paying chamber memberships. Served as Editor in Chief for 2 physical and digital publication products: Killeen Newcomers Guide, and Tastes of Killeen. Owned all outgoing emails, lists, and website promotions. Worked with the Board of Directors as well as several chamber members towards marketing throughout the membership area while competing with surrounding chambers. Served as liaison to Fort Hood and helped mitigate several emergency situations with informative emails, SMS, and local push notifications. Attended IOM education for 1 year before relocating from Killeen to Dallas.
RGI MARKETING
In 2009, I posted a Craigslist Ad offering $100 a day to any Orlando, Florida-based ad agency executives, managers, CEOs, and CMOs, who’d let me shadow them for a day. I shadowed 8+ agencies, and chose RGI Marketing. In parallel to my graduate degree, I played a pivotal role helping lead several notable campaigns at RGI which would lead to my next endeavor at ESPN. Also, nobody took the money from my ad.
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Created online game ideas for clients and partners. Managed all digital assets, points ecosystem, and player points spending with SQL database. Worked with IT leads to implement early adoption of Facebook integration for nationwide sales teams before it was commonplace. Delivered incentive-based marketing campaigns for Microsoft, Amazon, Marvel Films, Konami, and Universal Music Group. Updated digital assets with Adobe Photoshop and Adobe Fireworks for ATT, Sprint, and other cell service providers. Built HTML websites, company portal.
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