BIO

January 2021 - January 2023

Nordic Naturals is a leading nutraceutical company committed to delivering the world's safest and most effective nutrients essential to health.

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⌨ Learn more about our products at: www.nordic.com   

As Digital Marketing Manager, I am accountable for leading a 4-person digital marketing team to oversee the development of all marketing, demand generation, and outreach initiatives that support the organization’s strategic goals.

To carry out my mandate, I direct the development of story-driven thought leadership content across all digital channels, including: web, social media, email, and video. 

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Among my accomplishments, I have:

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➥ Developed an integrated digital and social media strategy to convert customers in the highly competitive supplement market.

➥ Monitored campaigns to identify improvement opportunities, optimize the customer journey, and achieve established revenue, brand awareness, and KPI goals.

➥ Established efficient processes governing content development and campaign management that are standardized, scalable, and informed by industry best practices.

➥ Overhauled the paid social media strategy, launched consumer lookback groups, and developed targeted ads based to increase revenue by 30% in January 2022.

➥ Sourced, qualified, and selected values-aligned vendors, marketing agencies, and business partners. 

➥ Cultivated an up-to-date knowledge of digital marketing trends, audience needs, and industry dynamics.

➥ Managed and administered a $4MM digital marketing budget.

➥ Conducted deep dives into customer data to identify trends, insights, and opportunities to optimize marketing spend.

➥ Accelerated the organization’s progress toward its goal of $500MM in annual revenue; positioned the Nordic Naturals brand as a leader in its industry.

As Sr. Digital Content Manager, I managed a 4-person digital content development team to develop and execute an integrated digital and social media paid strategy for the highly competitive US market. 

⌨ Learn more about our products at: goodnesses.com

Here are some of the ways I’ve made positive contributions to business growth:

➥ Optimized the marketing funnel and drove sustained improvements to customer retention and conversion rates.

➥ Evolved the brand strategy, employing disruptive social and digital marketing initiatives to enhance the company’s digital presence.

➥ Conceptualized, tested, launched, and optimized social video original series, campaigns, and strategies in a dynamic and multidimensional capacity.

➥ Partnered across creative, brand, and organic social teams to develop narrative-driven content aligned with the broader brand strategy.

➥ Developed and tracked social video campaign KPIs measure progress toward goals and identify improvement opportunities.

➥ Routinely presented to senior leadership on key performance indicators and progress toward strategic goals.

➥ Managed $3MM in paid media opportunities.

➥ Facilitated over $1.6MM in avoided costs. 

I joined Nestle USA in 2016, where I collaborated with third-party digital agencies as well as internal teams to develop a suite of social media campaigns for confection brands (including Butterfinger, Nestle Crunch, SweeTarts, and Wonka Candy).

Some of my key contributions include:

➥ Piloted paid content to promote and develop Nestle’s Digital Content Studio; scaled the team from 10 to 40 and enhanced the ROI of marketing spend.

➥ Collaborated with high-profile influencers – including musicians, athletes, corporations, and members of the press – to promote Nestle brands on social media.

➥ Ensured consistent messaging, brand language, and visual design across all marketing assets, platforms, and channels.

➥ Developed reports to track consumer engagement and campaign performance; leveraged KPI-based insights to optimize the social media strategy and support the decision-making process.