Experience
Virginia Commonwealth University – Richmond, VA
Creative Brand Manager | August 2024 – Present
- Oversee digital content strategy, website optimization and engagement analytics for the School of Business.
- Collaborate with designers, developers and stakeholders to enhance digital presence and align with business goals.
- Manage content calendars for web and social channels to drive consistency and engagement across platforms.
- Lead budgeting, billing and forecasting for web and social projects.
- Establish and report on KPIs to improve content performance and user experience.
Gemological Institute of America (GIA) – Carlsbad, CA
Website & Brand Product Manager | November 2022 – August 2024
- Owned content, SEO and product improvements for five global sites (2M+ organic visitors/month).
- Led a global website redesign, enhancing UX and engagement.
- Collaborated with engineers, UX designers and stakeholders to troubleshoot and enhance website functionality using agile product development processes.
- Developed and optimized processes for content governance and web operations using Jira.
- Managed project budgets, timelines and forecasts to ensure timely execution of digital initiatives while balancing business needs and technical feasibility.
- Led, mentored and developed direct reports to successfully meet business objectives and KPIs.
Senior Growth Marketing Specialist | November 2021 – November 2022
- Used data-driven insights to optimize campaigns, landing pages and customer journeys.
- Implemented marketing automation strategies to improve lead generation.
- Partnered with design and development teams to enhance digital engagement and conversion rates.
Digital Content Specialist | April 2019 – November 2021
- Led content-related projects from inception to launch and oversaw stakeholder coordination, execution and performance tracking.
- Analyzed user behavior and engagement trends to refine content strategies.
- Managed paid media and SEO, using data to improve discoverability and reach.
Get Smart Web Consulting – Carlsbad, CA
Digital Marketing Manager | June 2017 – April 2019
- Managed digital platforms for nine clients and oversaw website performance, marketing campaigns and social engagement with the goal of driving user growth and retention.
- Led end-to-end website development; launched new sites and optimized existing sites by collaborating with designers, developers and stakeholders to enhance functionality and user experience.
- Developed and executed data-driven email marketing strategies by analyzing performance metrics to optimize engagement, refine audience segmentation and inform iterative improvements.
Two Men and a Truck – San Marcos, CA
Marketing Coordinator | October 2016 – June 2017
- Managed social media accounts and tracked marketing initiative performance.
- Coordinated PR efforts and developed media releases to support brand visibility.
Education
Virginia Tech
AUGUST 2012 – MAY 2016
Bachelor of Arts in Communication – Public Relations, Minor in Professional and Technical Writing
Skills
Web Analytics
- Google Analytics (GA4)
- Google Looker Studio
Content Management Systems
- WordPress
- Oracle Webcenter Sites
- TerminalFour
eCommerce Platforms:
- Shopify
- Woocommerce
Content Creation
- Adobe Creative Suite
- Canva
SEO
- Google Search Console
- Semrush
- BrightEdge
- Moz
Coding
- Basic HTML & CSS
Project Management
- Asana
- Jira
- Confluence
- Trello
CRM & Automation
- Marketo
- Salesforce
Social Tools
- Sprout Social
- Meta Business Manager
- LinkedIn Campaign Manager