A Bit About Me
Dynamic and highly creative executive with a proven track record of growing brands through innovative, trendaware strategies and content creation. Skilled in planning and executing brand-enhancing, fan-engaging content designed specifically for digital channels. Adept at making data-driven decisions; excels in collaboration with internal and external stakeholders and has extensive experience building and leading high-performing, multifunctional teams on projects in entertainment, consumer packaged goods, electronics, and advertising.
Highlights
• 15+ Years of Digital & Social Marketing: Expert in driving brand growth and engagement through strategic digital and social marketing initiatives.
• 12+ Years of Team Management: Skilled in leading and scaling teams, fostering innovation, and achieving operational excellence.
• Iconic Voice: Served as “The Voice of Dolly Parton” for 5 years, managing her digital presence and engaging millions of fans.
• Notable Brand Collaborations: Directed digital and social strategies for renowned brands such as CMT, MTV, CBS, Dolly Parton, Zac Brown Band, Maroon 5, George Strait, Kenny G, Kacey Musgraves, Foo Fighters, FOX Home Entertainment, Samsung, Delicato Wines, and Neuro Brand Beverages.
• Award-Winning Projects: Winner of the 2020 Cynopsis Model-D Award for 'Best Virtual Event' with CMT's Feed the Front Line, 3x 2023 Telly Award Winner in Social Video, and multiple 2022 Shorty Awards for Vertical Video and Audience Award.
• Industry Recognition: Named MusicRow Rising Industry Leader in 2020 and 2021.
Work Experience
June 2019 - Present
CMT @ MTV Entertainment Group / Paramount, Nashville, TN
VP, Strategy / Development & Social: Brand & Events, 2022 - Present
● Department head for CMT Brand Social, Digital Content and Editorial teams (14 team members).
● Lead creative and operational strategy, inclusive of content development / production, social platform management, partnerships, and cross-brand marketing programs.
● Oversee 7-figure digital budget spanning staffing, production, marketing and content creation.
● Represent social within leadership teams & cross-functional departments to ensure understanding and alignment with social strategies and brand level campaigns.
● Monitor social analytics, trends and innovations in order to optimize efforts and stay ahead of the competitive set.
● 2022 highlights include; +1.1M new followers, 650M+ video views, +192% Engagement YoY
Sr. Director, Digital + Social, June 2019 - October 2022
● Lead CMT Digital + Social, managing team scaled from 5 to 11 members.
● Create original series, including; short form social, docu-follow and performance based content for digital channels.
● Responsible for planning and oversight of digital marketing around network tentpoles & specials, including; CMT Music Awards, Artists of the Year and Crossroads.
● Collaborate with internal teams across; PR, talent relations, legal, integrated marketing, consumer marketing, insights & audience development.
● Work closely with external partners from the talent (managers, labels, publicists) and platform (TikTok, Facebook, Instagram, YouTube) ends to create highly engaging content and partnerships.
● In 12 months: social views +239%, social minutes +492%, engagements +58%, new followers +176% (including 1M+ followers on brand TikTok).
April 2007 - June 2019
Total Assault, Los Angeles, CA
VP Marketing (Digital + Social), 2011-2019
● Own strategic journey of music, entertainment and brand clients across digital space, including ideation and management of social media, digital marketing, PR and advertising campaigns.
● Oversee team of 12 to successfully manage client work efficiently, within scope and budget.
● Responsible for client communities ranging from start-up to over 10 Million fans.
● Track, analyze and quantify campaign impact on client goals with ability to quickly pivot or press.
● Provide insight on emerging trends and digital developments as they affect marketing to internal and external teams.
● Create non-traditional partnerships, influencer campaigns and digital stunts.
● Plan and analyze paid ad campaigns (social, search, display, streaming, programmatic) with budgets between $5,000 to $200,000 per client.
● Manage client relationships (executive, C-level, manager, agent, etc.) in regards to retention, sales and business development.
● Operated at 98% client retention rate, often growing scope and retainer.
Marketing Director, 2008-2011
● Developed and executed all aspects of strategic online marketing including PR, advertising, event marketing, social media and e-mail communications.
● Harnessed influencers using blogs, forums, video-sharing & digital platforms.
● Averaged 300% growth in client community size across platforms.
Digital Project Manager, 2007 - 2008
● Responsible for building online presence for entertainment clients via strategic digital PR campaigns and partnerships.
● Managed street teams to effectively promote client campaigns in local communities.
September 2005 - April 2007
Interscope Records, Santa Monica, CA
A&R Coordinator
● Worked side by side with the VP of Rock A&R to coordinate budgets, production and marketing of albums.
● Managed internal and external partner relationships with various department and companies to support new media (digital), PR and promotion opportunities.