Digital Marketing & E-Commerce Leader | 15+ Years of Experience | Driving 3–10× Revenue Growth, 10:1 ROAS, and Mentoring High-Performing, Award-Winning Teams
Work Experience
Sales Factory – Greensboro, NC
Director of Digital Marketing | 2023 – 2025
Led a digital marketing team specializing in digital retail to develop and execute data-driven strategies across paid media, retail media, and e-commerce channels (Amazon, Walmart, Lowes, Home Depot, Shopify), optimizing campaigns on platforms like Google Ads, Meta, TikTok, and programmatic networks to maximize ROAS, conversions, and customer retention.
• 4× YoY Shopify DTC sales for Channellock with digital advertising on Google, Meta, TikTok, and Reddit, site optimization, and CRO.
• 3× qualified leads for Wake Forest SPS with targeted lead-gen campaigns across Meta, TikTok, and LinkedIn.
• Led effort to overhaul Corona Tools’ DTC website, integrating ERP systems with a modern tech stack and streamlining logistics.
• Led and mentored a high-performing digital team; one direct report earned a Top Performance Award.
E-Commerce Supervisor | 2021 – 2023
Managed the team for e-commerce marketing and paid media strategies across Amazon, Walmart, Lowes, and Home Depot, aligning campaigns with business goals to boost conversions, enhance the customer journey, and drive online sales growth.
• Delivered 10:1 ROAS on Amazon campaigns for Channellock tools, driving efficient growth at scale.
• Scaled e-commerce team from 2 to 5 specialists across ads, operations, and content for full-channel coverage.
• Mentored two direct reports to Top Performance Awards, showcasing leadership and team development.
E-Commerce Manager | 2020 – 2021
Spearheaded e-commerce strategy and paid media campaigns across digital retail and DTC platforms, leveraging search, display, and social ads with competitive analysis and A/B testing to scale growth and optimize performance.
• Drove 10× YoY growth in Amazon ad-attributed revenue for Channellock by overhauling advertising strategy.
• Built the e-commerce team from scratch, hiring the first team member and defining the growth structure.
• Awarded Sales Factory’s Golden Apple Award, one of the company’s highest honors for performance excellence.
Gulfstream Communications – Asheville, NC
Digital Strategy Manager | 2018 – 2020
Working directly with the publisher, editorial, creative, sales teams and clients: to set objectives, execute and report on impactful and meaningful campaigns. Led digital marketing strategy for all Gulfstream brands, managing all major digital projects and partnerships, while also developing monetization strategies to grow audience, engagement, and revenue.
• Increased digital revenue by 300% by creating and monetizing new advertising opportunities across editorial, video, and sponsored campaigns through in-house digital assets (website and microsites) and social platforms including Facebook & Instagram.
• Developed seasonal, cross-platform promotional campaigns aligned with editorial content, significantly increasing audience engagement and ad sales.
• Educated and coached the sales director and team on emerging digital advertising opportunities, equipping them with strategies to pitch and sell impactful solutions to clients.
Production Manager | 2016 – 2018
Managed production workflows for WNC Magazine, coordinating editorial, design, and marketing teams while overseeing vendors, schedules, and budgets to ensure smooth operations.
• Produced new multimedia content pillars (editorial, video, podcasts) that attracted sponsorships and provided long-term monetization opportunities.
• Coordinated editorial, design, and marketing teams to meet deadlines and expand audience reach.
Digital Content Strategist | 2014 – 2016
Contributed to content strategy and digital marketing for Ashvegas and Asheville Grit, developing advertising campaigns, cross-promotional strategies, and collaborating with the dev team to boost visibility, engagement, and content performance.
• Contributing through multiple roles and efforts to help grow the sites from 30K to 100K monthly visitors.
Early Career
1Synapse | Web Developer / Systems Analyst | 2013 – 2014
Freelance Web Development | Web Developer | 2011 – 2013
Asheville.com | Web Content Manager | 2009 – 2011
Quality Information Publishers | Video Editor | 2007 – 2009
Education
Wake Forest University – Digital Marketing Certificate for Professionals
University of North Carolina Asheville – B.A. Multimedia Arts & Science
Skills & Tools
Skills: Leadership, Project & Team Management, Digital Proficiency, Paid Media Planning, Data Analytics, Budget Planning, Client Relations, Public Speaking, Communication, Story-Telling, Pitching, Actionable Reporting.
Technical Proficiencies: Google Ads, Google Analytics, Google Tag Manager, Meta Ads, TikTok Ads, Reddit Ads, LinkedIn Ads, Amazon Ads, Amazon Seller Central, Amazon Vendor Central, Walmart Connect, Walmart Seller Center, Orange Apron Media, Lowe’s Media Network, Pacvue, Teikametrics, Jungle Scout, Helium 10, StackAdapt, BigHappy, GumGum, Adobe Creative Cloud, Hubspot, WordPress, Shopify, Salsify, SEO, SEM, Microsoft 365 & Google Workspace.
Activities
Guest Lecturer: Guest lecturer at Wake Forest University, NC State University & Appalachian State University, on topics including: digital marketing, data analysis & consumer sentiment.
Breakthrough T1D (JDRF) Fundraiser: Organized and led a committee to bring awareness and raise funds for Breakthrough T1D. The culmination of these efforts resulted in a 100-mile bike ride fundraiser, which I have now completed twice.