10up + Fueled

Director of Client Strategy | 2023 – 2025

Associate Director of Account Operations | 2021 – 2023

Lead Web Strategist | 2018 – 2021

Senior Web Strategist | 2014 – 2018

My career at 10up began in 2014, where I was instrumental as one of three founding members of the Account Strategy team. Our core focus was to seamlessly integrate traditional account management with a targeted web strategy for our enterprise-level partners. I served as the primary liaison for partners, cultivating an in-depth understanding of their marketing, audience, and overarching business objectives. Through a commitment to exceptional service, we nurtured enduring client relationships, some spanning over a decade. My responsibilities included facilitating workshops and collaborating closely with stakeholders to develop comprehensive account plans, roadmaps, and project strategies. This ensured our delivery teams were fully aligned with our partners’ goals and expectations, consistently maximizing their digital ROI.

In 2021, I advanced to Associate Director of Account Strategy. In this role, I spearheaded process optimization and tooling initiatives to enhance the scalability of our expanding team of strategists and client portfolio. Beyond managing operational support personnel, I continued to serve as a lead account strategist, actively driving client success while significantly improving internal efficiency. Key achievements included developing a comprehensive account strategy handbook, refining our CRM utilization, and leading the experimentation and implementation of new tools and processes to elevate our strategic discipline. My efforts directly contributed to improved NPS scores and retention metrics, reflecting a tangible impact on partner satisfaction and business outcomes.

In 2023, following the merger with Fueled, I was promoted to Director of Client Strategy. This role expanded my remit to include overseeing strategic initiatives across a portfolio of enterprise accounts, with a particular emphasis on digital transformation and maximizing client ROI within the media and publishing sector. I led cross-functional teams, encompassing designers, engineers, and project managers, to deliver exceptional service and achieve ambitious client goals. My responsibilities included developing comprehensive account plans, quarterly and annual roadmaps, sales proposals, statements of work, and strategic presentations for diverse audiences, from day-to-day stakeholders to C-suite executives. This position involved partnering closely with the VP of Client Strategy to define and execute strategic plans for outreach and cultivation of partnerships, while also mentoring junior strategists. The strategic focus remained dual: nurturing existing, long-standing partnerships and strategically expanding our reach within the evolving media and publishing market.

Pineapple Advertising

Vice President of Digital Marketing | 2012 – 2014

Director of Account Strategy | 2010 – 2012

In my previous role at a boutique advertising agency, I was initially brought on to enhance account management, but swiftly transitioned into an executive position. My focus broadened to encompass both client satisfaction and leading all digital marketing initiatives. This executive remit also extended into critical operational functions, where I supported comprehensive account and strategic planning, while simultaneously optimizing our tools and processes across various disciplines.

Working within a nimble, small team, I had the unique opportunity to manage approximately 12 concurrent accounts spanning diverse industries. The scope of our projects was wide-ranging, from intricate brand development and strategic media buying to comprehensive video production. Our client base was geographically dispersed, serving partners across the nation and even engaging with international clients in the Caribbean. This experience honed my ability to quickly adapt to varied client needs and market dynamics, ensuring that digital strategies translated into tangible business growth, even in a fast-paced environment. I developed a keen understanding of leveraging digital marketing to drive online sales and build innovative multimedia campaigns, which became a significant driver of client success. This period was pivotal in shaping my pragmatic approach to strategy, emphasizing the necessity of principled plans over ad-hoc solutions to ensure long-term ROI and mitigate risks.

NALS…the association for legal professionals

Director of Communications & Marketing | 2001 – 2009

My foundational experience at a not-for-profit professional association, NALS, was pivotal in shaping my career-long dedication to crafting optimal human experiences and fostering an environment where individuals can achieve their greatest potential. As the spearhead of all marketing and communications efforts, I was deeply involved in every facet of the organization’s outward-facing presence, from publication and web design to comprehensive marketing strategy, volunteer management, and budgeting.

It was here that I began to intuitively apply principles of design thinking, even before I formally learned the concept at Stanford. I managed four distinct volunteer teams, each comprising approximately six individuals, all working in concert to advance the association’s marketing goals. This required a human-centered approach, focusing on understanding volunteer motivations, facilitating collaborative ideation, and managing expectations to achieve shared objectives. The success was not about my individual changes, but the volume of people engaged in the work.

A prime example of this was my role as art director and publisher of @Law magazine. Through a strategic overhaul of production and distribution channels, I successfully doubled the subscriber base within one year and transformed it from a loss leader into a positive income stream. This wasn’t merely a business achievement; it was about ensuring the content resonated deeply with our audience, meeting their “physiological needs” for information and fostering a sense of “safety and security” through consistent, valuable delivery, akin to Maslow’s Hierarchy applied to publishing.

Beyond print, I initiated and managed the modernization of the organization’s website and overall online presence. This involved a strategic approach to improving content design, which resulted in a fourfold increase in web traffic. Simultaneously, I developed and implemented social media strategies, building foundational elements for digital engagement. This work, while seemingly technical, was fundamentally about enhancing the user experience. It was about understanding what our audience “said, thought, felt, and did” when interacting with our digital touchpoints, and then iterating to deliver experiences that were not just functional but genuinely valuable and engaging. This early exposure to end-to-end digital experiences, from content creation to distribution and monetization, laid the groundwork for my future specialization in web platforms and digital transformation. It taught me the critical importance of being adaptable and innovative, and that “failure sucks, but instructs”.

Letter 10 Productions

Parallel to my formal career, I cultivated a dynamic freelance practice, a “paid hobby” that commenced during my college years at NSU with graphic design projects for local bands and events. This side-gig evolved into a continuous 20+ year engagement, serving as my direct pulse on the entrepreneurial landscape and allowing me to continuously refine my strategic acumen.

This freelance work immersed me in the full spectrum of digital strategy and execution. I partnered with a diverse array of clients, from inventors hustling to launch new products to startups building nascent brands. My involvement spanned conceptualization to implementation, including crafting digital strategies, overseeing website designs and builds, and developing comprehensive marketing and growth strategies. I designed promotional pieces for global publications, created packaging for inventors, and consulted on branding for new ventures, always with an eye toward turning ideas into “viable businesses”.

This continuous engagement with the entrepreneurial world allowed me to observe firsthand that “the similarities between questions asked by Fortune 500 companies looking to expand an understanding of their business online and those asked by emerging companies trying to build a brand around an idea” are striking. It became a real-world laboratory for applying and refining my understanding of design thinking. I instinctively leveraged a “beginner’s mindset” and an “exhaustive mind” to explore what was desirable for their audiences, viable for their operations, and feasible within their constraints. This hands-on experience, navigating everything from print design to complex internet marketing, provided invaluable insights into diverse business models and the critical elements that drive market traction and ROI for both emerging and established entities. It consistently reinforced the power of collaborative problem-solving to help businesses, regardless of size, achieve their greatest potential. Click here for some brand design examples.

Stanford University

Innovation & Entrepreneurship Professional Certificate
2017 – 2022

My professional certificate in Innovation & Entrepreneurship from Stanford University, rooted in the principles of design thinking championed by the Stanford d.school, profoundly enhanced my approach to complex challenges. This program solidified my understanding of how to leverage an “exhaustive mind” to drive creative solutions. It provided me with a robust framework for problem-solving, emphasizing empathy, iterative prototyping, and the strategic application of “simple rules” to navigate ambiguity and foster innovation. This experience fundamentally reshaped my ability to guide partners in developing actionable strategies, transforming challenges into opportunities for growth and maximizing their potential for success.