From my time as PR/social manager at Delaware North Companies to my current role as VP of Digital at TURNER PR, I have been immersed in onmichannel marketing for a variety of industries.

From working on projects like opening the Explorer Cabins at Yellowstone with a large digital marketing push to launching Hydroflask's Tumbler with influencers such as Dixie D'amelio, I deliver programs that drive brand growth and deepen consumer connection.

Tasked with the challenge of eclipsing a market-saturating competitor, I pulled together a large-scale influencer campaign to launch their new product, the Travel Tumbler.

With a mix of small and large-scale influencers and utilizing whitelisted content, we exceeding our KPIs by nearly 86% and the product sold out within 4 days of launch.

Results:

• Average engagement rate of 12%
• CTR of 22%
• Conversion rate of 5.7%
• 15 MM Impressions
• Product sold out in four days

I worked as the Director of Marketing for a travel accessories startup called Pakt. We launched the Pakt Travel Backpack just before the pandemic hit. The challenge was real and we had to get creative, fast.

We pivoted from a more straight-forward launch plan to a teaser- influencer led plan, tapping gear-reviewer Chase Reeves to help put the finishing touches on the bag and tap into his deeply invested audience. Paired with a robust paid media strategy, the launch was a huge success despite the beginning of the pandemic bringing the economy to it's knees.

Results:

• 500k+ in sales the first month
  
• Growth of social channels by 45% in first month
• Garnered over 10 million impressions from earned media, gear reviewers, affiliates and contracted influencers within the first two weeks of campaign
• Had 43 pieces of content go live in first week on YT, TT, IG and various outlets.

Airstream & REI debuted a new travel trailer (Basecamp 20X tr) and I was tasked with blowing this partnership up on digital.

Through a mix of social, paid and organic tactics, we made a huge splash with this launch.

• 20MM Impressions
• 19% CTR
• 100+ Social mentions
• Grew newsletter list by 10%
  

While at my time at GKV I oversaw the h full McComick portfolio of brands for digital, including Frank’s RedHot. We wanted to make a splash around their release of a Buffalo Ranch Chicken Sandwich for only $1 (limited time offer), so we headed to Twitter (RIP).

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We did a cheeky late-night campaign launch with a simple tweet: “Hey @Wendys, u up?”. The convo ensued…and then it went viral.

• 3k followers overnight
  
• 29k+ likes on the original post
  
• 2,500 retweets