Growth and performance marketer with experience scaling businesses through paid media and building the systems that support sustainable, long-term results. I currently lead full-funnel paid media strategy across retail, tourism, and CPG brands, overseeing $8M+ in annual ad spend. My approach blends deep audience insight, creative strategy, and rigorous performance optimization to drive measurable business growth.

Audience Research & Profiling

I lead deep audience research using tools like GWI, MRI, eMarketer, and Statista to understand demographics, psychographics, behaviors, and media consumption patterns. These insights inform targeting, channel selection, and creative strategy to ensure campaigns are built around the right audiences from the start.

Growth Marketing

I approach growth holistically, evaluating a business’s differentiators, competitive landscape, and industry dynamics alongside historical performance and creative strategy. This allows me to develop integrated growth plans that balance short-term performance with long-term brand and revenue objectives.

Performance Marketing

I have extensive experience across paid social, search, and programmatic channels, driving outcomes such as sales, sign-ups, and visitation. Campaigns are continuously optimized toward top-performing creatives, audiences, and channels to improve efficiency and scale results.

Campaign Execution & Optimization

I am hands-on throughout campaign execution, from setup and trafficking to ongoing A/B testing and optimization. I use performance data to iterate quickly, identify winners, and reallocate budget toward what is driving the strongest results.

Creative Concept Ideation

I partner closely with creative teams to develop overarching campaign concepts that align with both brand objectives and performance goals. This includes shaping messaging frameworks, formats, and testing roadmaps to ensure creative is built to scale.

Client Leadership

I serve as the primary client lead, owning relationships, strategy, and performance outcomes. I act as a strategic partner to clients, ensuring alignment between business goals, media strategy, and execution across teams.

Measurement Systems and Attribution

I build measurement frameworks that connect upper-funnel activity to lower-funnel outcomes, helping clients understand the full impact of their media investments. This includes modeling attribution approaches and identifying the most efficient channels driving long-term performance.

Leadership and Team Development

I help create foundational SOPs, collaborate with leadership on agency-wide strategy and direction, and manage and mentor junior team members. My focus is on building scalable processes that improve both performance and team efficiency.

Client Spotlight: Brookfield Properties Retail

Over the past year, I have served as the team lead for Brookfield Properties Retail, overseeing paid media strategy across 25+ mall locations. I led $4.8M in 2025 media spend and managed a cross-functional team of 7, developing a framework that allowed each property to maintain a localized strategy while sharing best practices across the portfolio. I designed the overarching full-funnel approach, guiding audiences from awareness to visitation, and implemented footfall measurement systems to connect media to real-world outcomes. These efforts contributed to a 21% year-over-year increase in foot traffic.