Executive Director of Consumer Engagement
Pacific Communications Group | Torrance, CA | 2015-Present
At this PR and marketing communications firm, I lead the consumer engagement practice, focusing on content marketing and social media, for clients like Honda, Mercury Insurance, and Autonet Mobile. My team developed a scalable, regional PR and content marketing program for national clients who have distributed sales networks, such as agents, dealers, and registered representatives.
Freelance Marketing Consultant, Product Manager, Writer
dba Bossy Interactive | Los Angeles, CA | 2003-2015
Freelanced full-time 2012-2013, and 2015; freelanced side projects 2003-2012.
As a consultant, I took a holistic approach to my clients' digital strategies, ensuring that every aspect of their online presence was aligned with their business goals. With smaller clients, I focused on set-up, education, and creating a strategy they could implement. With larger clients, I created a broader strategy and tactical plan, and worked with in-house teams to implement. Services included digital strategy, web product management and development, mobile app product management and development, website design and creation, including UX and information architecture, integrated marketing, content marketing, social media, content creation, blogger outreach, and team management.
Clients have included: Dynamicweb NA, Ryland Homes, Move.com, Invitation Homes, Woodcrest Schools, Little Dreamers Early Childhood Center, BeJane.com, Morris Animal Foundation, A Ban Against Neglect, Pacific Communications Group, as well as small business owners such as technology entrepreneurs, musicians, restaurants, real estate agents, insurance agents, estheticians, massage therapists, and personal development coaches.
Vice President of Product Management and Development
MamaBear App | Santa Monica, CA | 2015
As the head of product for this child safety app, I drove innovation and growth, and led the software development team of five iOS, Android, and infrastructure engineers. My team increased 90-day retention by 58%, and contributed to a 70% increase in app downloads, and a 69% increase in registrations. I conducted a comprehensive competitor analysis, formalized a product strategy and roadmap, oversaw an analytics overhaul, and acquired another mobile app company.
Director of Social Media Marketing
Farmers Insurance | Los Angeles, CA | 2013-2015
I led the online content strategy for this Fortune 500 company, managing a $3.5MM budget and a team of seven responsible for social media marketing, content marketing, social listening, and analytics. My in-house team and our digital agency created strategy and content for Farmers.com and all major social networks. We expanded our presence from Facebook, Twitter, Google+, YouTube, and Vine, to include LinkedIn, Pinterest, and Instagram. We doubled our engagement on Facebook, and increased the audience in our target demographic by 40%. We increased our Twitter audience by 30%, and our content output by 50%. My team also ran #AgentSocial, a program for our agent force that provided a publishing and engagement platform, a library of content, and a robust digital marketing education program. We increased enrollment in the agent social media program from 30% of the agent force to 65%. We piloted programs to increase the use of the Farmers social channels for corporate recruiting, and to activate employee brand ambassadors.
Head of Product and Marketing, Co-Founder
Sprawl3 | Los Angeles, CA | 2012-2013
My partners and I built white-label mobile apps for small businesses, and custom apps for select clients. We were a full-service development shop that could take an app from the idea stage through requirements, design, development, QA, and implementation. We built two iOS apps. WineBop was a wine discovery app that could be white-labeled for wine bars and restaurants. Kid Notice was an app we built for a client, which allowed parents to securely share their child’s emergency information with trusted caregivers.
Director of Social Media Marketing
Edmunds.com | Santa Monica, CA | 2004-2012 (Multiple Positions)
In this newly-created role, I led social media activities for all three Edmunds brands, managing the efforts of 12 content creators across Facebook, Twitter, Tumblr, Foursquare, Pinterest, LinkedIn, Google+, and YouTube. I developed social media campaigns that integrated with our paid marketing and PR campaigns. In the first 18 months, we increased Facebook fans from 3,500 to 96,000, and Twitter followers from 8,000 to 32,000. Within two months of creating the Google+ profile, over 100,000 people had circled it. The YouTube channel had 81,000 subscribers and 208 million video views. Working with teams in all major areas of the organization, I determined the KPIs for our social media efforts, implemented tracking and listening tools, and developed reports for measuring our success. I integrated social media with recruiting activities, and worked on a corporate social media policy. I helped shape the social media integration efforts on Edmunds’ web properties.
Director of Product Management
I led the full-scale redesign of InsideLine.com, managing a $1MM budget and a team of nearly 30 people, which included product managers, designers, developers, business analysts, and QA. The redesign included not only a completely new consumer-facing website, but also infrastructure, from hardware to a proprietary CMS and DAM. I was integral in creating the information architecture of the site, to conform to SEO and usability best practices. The site launched October 2009 and won a 2010 Hive Award for design. After that launch, I moved to the team redesigning Edmunds.com, taking over editorial content, media player, and consumer calculators. Managing a large, cross-functional team, I turned around a problematic project and implemented it on schedule. Within a month of launch, the media player, which accounted for 25% of total site ad revenue, increased ad views by 34%.
Sr. Product Manager
When I started at Edmunds, I managed all aspects of the production and display of editorial content on Edmunds.com. I implemented home page refreshes that contributed to increases in lead revenue of 2-5% each time. With the Sr. Consumer Advice Editor, I developed and launched the Fuel Economy Guide, a single page that had 400K monthly page views from organic search. When Edmunds launched InsideLine.com, I became responsible for its daily operation due to my blogging expertise. I worked with editorial staff to develop a content promotion strategy to increase page views to new content and revive the page views of aging content. Within six months, the most popular debut articles received 200K+ page views each in the first week, up 250%. Changes to the editorial coverage of Auto Shows increased page views by 100% during the show period.
Sr. Product Manager
Move.com | Westlake Village, CA |2000-2004
When I started at Move.com, I managed the daily operation of HomeBuilder.com and the online transaction platform for the business unit. I developed the user interface and information architecture for the consumer leads product, which generated over $18MM annually, 70% of the total revenue for the business unit. When I was responsible for the self-service portals used by our professional customers for Realtor.com, I redesigned the self-service interface, increasing revenue on all Realtor professional products by 15% and decreasing customer complaints by 25%.
MBA Marketing | California Lutheran University | Coursework in progress
BA Psychology/Anthropology (Magna cum Laude) | University of Alaska, Fairbanks
Motor Press Guild | 2016
Specialty Equipment Market Association (SEMA) | 2016
Social Media Club | 2011-2016
Association of National Advertisers (ANA) | 2013-2014
Social Business Council at SocialMedia.org | 2011-2014
Online Publishers Association (OPA) | 2005-2012