DIRECTOR OF PERFORMANCE MARKETING | The Abbi Agency, Reno, NV | April 2023 – Present

• Generated 100,000 enrollments for a state health insurance marketplace client during the three-month enrollment period, leading to the second highest performance year with a variance of under 1000 applications despite a $40,000 reduction in advertising budget through the utilization of data analysis and optimization.

• Spearheaded the Paid Media Department structural overhaul, including account lead structure which greatly reduced the incidence of account errors and client complaints, reporting and reporting software used leading to a decrease in time spent on reports as well as increasing accuracy of data, and the implementation of departmental standards and best practices leading to significantly fewer budgeting discrepancies, better interdepartmental relationships and increasing employee morale.

• Lead the paid media strategy and execution for RFPs, crafting compelling written proposals and presentations that resulting in the acquisition of new clients and an increase in service line spending from existing clients.

SENIOR MEDIA SPECIALIST | Colvita Creative, Boise, ID | December 2022 – April 2023

• Executed a departmental restructuring by developing new project management systems and processes, best practices including proper client onboarding and account development and managing the implementation of automated reporting and conversion tracking, allowing for the internal workload capacity to grow and accommodate several new clients.

• Overseeing interns, junior colleagues and contractors on several client accounts, leading to an increase in employee scoring during employee reviews.

• Utilized data to optimize inherited campaigns across several advertising platforms, exponentially increasing campaign performance and client ROI.

SENIOR DIGITAL MEDIA SPECIALIST | Western Governors University, Salt Lake City, UT | August 2021 – December 2022

• Managed a $2,000,000 monthly paid media campaign, including search, social, video, display and retargeting to drive enrolment and meet specific KPIs, leading to an 18% increase in enrollment YoY.

• Diagnosed inefficiencies within campaigns utilizing data analysis, leading to a reduction in average enrollment cost from $14,000 to $7,000 for a specific degree path.

• Coached a Junior Digital Marketing Specialist in campaign optimization techniques and data analysis, leading to their successful promotion to Digital Marketing Specialist within 1 year.

MEDIA STRATEGIST | The Abbi Agency, Reno, NV | April 2018 – May 2021

• Developed and executed customized, high-performing marketing campaigns across social, SEM, display, and traditional/affiliate channels, exceeding client goals through in-depth client collaboration to understand their unique selling propositions, buyer personas, and geographic targeting needs.

• Oversaw a successful paid media campaign for Goleta, CA that led to a dramatic increase in hotel bookings during the campaign duration, putting them ahead of their largest competitor, Santa Barbara. This campaign won a Silver Bulldog Award.

SOCIAL MEDIA MANAGER & CONTENT PRODUCER | Johnstone Studios, Reno, NV | March 2016 – April 2017

• Developed and executed a data-driven social media and content marketing strategy that increased brand awareness and generated leads.

• Led the development and implementation of SEO content, achieving and maintaining a #1 Google Search ranking for competitive keywords like 'top Reno photographer,' resulting in an increase in organic website traffic.

• Led the development and implementation of SEO content, achieving and maintaining a #1 Google Search ranking for competitive keywords like 'top Reno photographer,' resulting in an increase in organic website traffic.