Dynamic marketing leader with 16+ years of experience transforming brand vision into tangible results.
Senior Director, Brand Strategy & Marketing
Sphere Entertainment Co. | Remote
Jul 2022 – Sep 2024
Spearheaded Sphere’s (venue in Las Vegas) brand management and creative services from inception, establishing brand strategy, identity, and comprehensive go-to-market plans. Orchestrated the marketing launch of Sphere, securing global media attention and brand recognition.
Formed and directed a cross-disciplinary team of 15: marketers, strategists, writers, and designers, enhancing B2C and B2B engagement.
Conceptualized and executed high-impact marketing programs and strategies for Sphere's immersive experiences, optimizing creative and maximizing ticket sales revenue; achieved 6:1 return on ad spend.
Launched the Sphere Student Design Challenge, engaging 100,000+ Clark County students and generating 75,000 public votes. Eight winners were selected, boosting significant community involvement and media attention.
Steered Sphere's brand awareness from 0% to 3% unaided and 67% aided, driving substantial market visibility.
Generated ~$1M in daily ticket sales for Sphere's first immersive experience, indicating strong market appeal.
Expanded social media presence to 4M followers within one year, reflecting substantial growth in digital footprint.
Attained recognition in TIME’s Best Inventions of 2023 and secured four Webby Awards, affirming industry innovation.
Co-founder
2X Marketing | Austin
Mar 2021 - Dec 2023
Directed business development efforts, secured contracts and cultivated enduring client relationships. Devised comprehensive go-to-market plans, ensuring alignment with client objectives.
Negotiated and won year-long contract to manage Foursquare City Guide and Foursquare Swarm, leading to user base expansion and significant decrease in 7-day churn.
Elevated Foursquare's app store ratings to 4.0, reflecting improved customer satisfaction and app functionality.
Advised MediaMath on brand strategy, culminating in the tagline 'Built for this moment, and the next,' which worked as a pivotal element in successful acquisition by Infillion.
Authored and presented Statements of Work (SOWs) that clearly defined project deliverables, timelines, and outcomes that increased client engagement and satisfaction.
Managing Director, Client Services
R/GA | Austin
Jan 2022 – Jul 2022
Headed team of six, overseeing the client portfolio in the Austin office and delivering revenue growth.
Fostered strong partnerships with senior clients such as Tonal, Michaels, RaceTrac, and Fender, devising and implementing marketing strategies that opened new avenues for growth with notable brands.
Collaborated closely with New Business and Global Leadership teams to identify and capture new business opportunities.
Developed innovative approaches to brand strategy, ensuring alignment with client objectives and market trends.
Instrumental in winning the Agency of Record designation for a national retail client, strengthening the agency's market presence in 2022.
Global Director, Brand Growth
Verizon Media / Yahoo | NYC + Remote
Jun 2017 – Dec 2022
Led strategic brand management and marketing initiatives for diverse $7.5B portfolio, reaching a global audience of 900M users with a team of five.
Orchestrated the rebranding of Verizon Media to Yahoo during Apollo's 2021 acquisition, overseeing the transition of 200 brand identity assets and 400 B2B assets globally.
Led the launch of yahooinc.com and Yahoo B2B rebrand in Japan, enhancing market reach and brand recognition.
Developed and executed brand strategies and cultural playbooks to enhance brand perception and clarity - 96% awareness, 75% consideration, 46% usage.
Designed and implemented brand identity for Yahoo+ subscriptions, resulting in new revenue channels across Yahoo Finance and Mail.
Implemented Yahoo’s new global brand identity in 2019 across 376 products in 49 markets.
Launched Yahoo's 25th anniversary campaign, securing a digital time capsule stored at the Smithsonian with 170K+ digital assets, and orchestrated multi-vertical marketing campaigns that garnered millions of impressions.
Built an in-house paid social team, significantly reducing media fees and optimizing campaign efficiency.
Successfully launched the Verizon Media brand, earning Digiday’s Brand of the Year award in 2019.
Principal, Product Marketing
AOL | Washington DC
Jun 2014 – Jun 2017
Drove key product marketing initiatives for AOL communication products, focusing on growth strategies to enhance acquisition and retention.
Oversaw annual marketing budget of $2.5M and directed a team of two, plus external agencies.
Collaborated with Product, Insights, and MarTech teams to launch and refine marketing strategies, leveraging data to drive decisions and improve campaign performance and user engagement.
Successfully launched the redesigned AOL app, leading to 129% growth in MAUs in the first year.
Recognized as a 2015 Webby Honoree for the innovative AOL app.
Multicultural Account Supervisor
The Community | Miami, FL
Sep 2012 – May 2014
Oversaw Time Warner Cable Hispanic advertising campaigns via TV, Print, Digital, OOH, and Shared Mail alongside two account managers and one account coordinator. Guided significant TV production projects, such as TWC’s 2012 World Cup campaign shot in Mexico, Argentina, and Brazil.
Account Supervisor
Publicis Sapient | Miami, FL
Oct 2011 – Sep 2012
Managed Tier 2 online advertising campaigns for the Chrysler brand by utilizing regional market knowledge and analyzing ad performance metrics. Led the successful launch of the FIAT 500 Abarth website, contributing to its strong U.S. debut and the complete sellout of the 2012 production stock within two months.