EXPERIENCE

Co-Owner & Managing Partner

Varnish + Vine | Jun 2021 - Current

Partnered with an existing houseplant and home decor brand to take their shopping experience online. This required establishing better business operations, digitizing the product offering, and thinking about merchandising strategies. An e-commerce experience was built from, including all the necessary lead capture and funnel management to drive efficient conversions. Paid and organic marketing campaigns kicked off significant growth, doubling business revenue in it’s first year.

SUMMARY

• Developed an E-Commerce channel for an existing brick-and-mortar brand, managing all digital operations.

• Set up a product, SKU, and POS system to enable better inventory management, accounting, and sales data.

• Started formal marketing practices overseeing Paid Media, Email / SMS, SEO, and Organic channels.

Director, Content

WayBetter | Jan 2021 - Dec 2021

Lead the content strategy team for a health app with over 1M+ subscribers. Helped in the launch of new applications for the company with product content strategy and information architecture. Established analytics guidelines and metrics for success of content with an aim of driving user growth. Many new processes needed to be established to achieve creating meaningful content at scale.

SUMMARY

• Managed a team of 4 content strategists and copywriters to produce subscription content for 1M+ users.

• Created content calendars and developed people processes to strategize, write, and implement content.

• Setup analytics tools and frameworks to establish meaningful KPIs and evaluate content.

Co-Founder & Partner

Narwhal Digital | Mar 2015 - Feb 2019

(Acquired by Alloy) Founded a full-service digital agency with a focus on B2B lead generation. Grew the firm to a 20 employee team, generating $4.5MM+ revenue anually. Served in every role imaginable as a business owner, but focused on technical delivery, including: Product strategy, Translating biz requirements to technical, Backlog grooming, etc.

Notable Clients: The Georgia Aquarium, Coca-Cola, PinDrop, PMG, ParkMobile, Roadie, Tricentis

SUMMARY

• Founded a full service digital agency and grew it from two partners to a 20full-time employee firm.

• Constantly contributed to new business and hiring efforts scaling the business to $4.5MM /YR in annual revenue.

• Managed the development capabilities of the firm, directly overseeing a team of 7 developers to allocate resources effectively.

Senior Digital Strategist

The Coca-Cola Company | Jan 2014 - Feb 2015

Worked as a UX Designer and Digital Strategist. Provided consultation to teams across the organization, and assisted with agency interactions. Helped manage cross-functional, global teams on a number of large intranet implementations. Established KPIs and tracked progress / performance. Worked to developed a design system framework to maximize re-use of code and design and to enforce standards on internal platforms.

SUMMARY

• Worked in internally facing consulting group (GBS) within Coca-Cola helping markets and business groups with digitalneeds.

• Helped redesign the main employee intranet supporting 10k + users from different functions while supporting multiple languages.

• Contributed to efforts to create a unified design system or pattern library for internally facing digital properties.

• Led various projects on other internal efforts from inception to completion with a variety of clients within The Coca-Cola Company

Digital Strategist

Think Interactive Inc.| May 2012 - Dec 2013

Promoted from Associate Digital Strategist to Digital Strategist at Think Interactive working the digital agency space to help develop marketing platforms and digital experiences for high profile clients. Provided up front strategy ideation and concepts for client pitches. Did a number of information architecture and wireframe exercises for large enterprise level projects. Helped define strategic efforts for clients including overall content strategy, feature / backlog prioritization, and customer journey mapping.

Notable clients include: Coca-Cola, Beretta, Orkin, Express Clothing, and EdwardAndrews Homes.

SUMMARY

• Promoted from Associate Strategist to Content Strategist over 18month period.

• Contributed to new business pitches from a strategy and user experience perspective.

• Led Content strategy for large enterprise projects with a focus on Information Architecture and Content Strategy.

• Notable clients include: Coca-Cola,Beretta, Orkin, Express Clothing, and EdwardAndrews Homes.

Strategic Communications Associate

Premiere Global Services | Jun 2011 - April 2012

Worked for PGi as it moved from the telecom to the virtual conferencing space. Assisted with ghost writing as well as corporate blogging and creating white-papers. Then focused on creating an analytics framework to assess social media marketing efforts at the company, with a focus on KPIs and understanding the data behind the analytics.

SUMMARY

• Fulfilled multiple roles over tenure providing: Copywriting, Analytics setup,Content Strategy, KPI development, and reporting.

• Created corporate blogging material through primary research and interviews with subject matter experts.

• Analyzed the outreach efforts through social media and blogging, and made recommendations based on findings.

Account Services Intern

MTZ-HF | Jun 2010 - Aug 2010

Worked as an intern for premiere SF ad agency MUH-TAY-ZIK | HOF-FER in it’s very early days as an agency. There I started to learn the ropes of advertising and marketing, and got a taste of agency life. I provided help wherever I could on commercial shoots, digital campaigns, and social media marketing.

SUMMARY

• Provided comparative / competitive analysis for various clients of the firm.

• Researched social media marketing strategy and provided an overview for the (then emerging) marketplace.

• Participated in campaigns from inception to completion.

EDUCATION

Georgia Institute of Technology

MS - Human Computer Interaction - 2020

Certificate - Management of Technology - 2019

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Savannah College of Art & Design

Certificate - Digital Publishing & Design - 2013

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Bates College

BA - Rhetoric - 2012

Minor - Sociology, Economics - 2012

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Choate Rosemary Hall

HS Diploma - 2008

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

PROFICIENCY

Digital Strategy

• Product Roadmaps

• Competitive Analysis

• KPI Identification & Measurement

• Cost / Benefit Analysis

Management

• Directing cross-functional teams

• Agile / Scrum methodology

• New Business Development

• Project Planning & Budgeting

• Backlog Grooming

Design

• User-Centered Experience Design

• Requirements Gathering

• Information Architecture / Content Strategy

• User Journey Maps

• Wireframes