What I Do in Paid Social (with a Brand Builder’s Mindset)
I don't just launch paid social campaigns — I help build brands. With experience managing integrated marketing campaigns, I’ve worked with household names and challenger brands alike to craft campaigns that deliver performance and brand value. My work history includes driving awareness for a new product, fueling performance at scale, or uncovering what makes an audience click (literally and figuratively).
What sets me apart? My strategist’s eye, brand manager discipline, and MBA focused in finance. In my current role I am focused on how social fits into the broader marketing mix, connects to business objectives, and impacts the bottom line. An MBA complements my paid media experience, sharpening my ability to align marketing with business goals — whether that’s improving ROI, defending budgets, or translating performance into executive-ready insights.
Currently at Mediahub Worldwide, working with: Hallmark Media (supporting Hallmark Channel and Hallmark+), Merz Aesthetics (supporting Radiuses, Ultherapy, Xeomin), TUX Energy, TriEagle Energy
Core Capabilities:
Brand Strategy & Positioning: Translating brand platforms into channel-specific, audience-relevant creative
Go-to-Market & Integrated Campaigns: Launching new products, initiatives, and tentpoles with coordinated paid support
Media & Paid Social Strategy: Building full-funnel campaign plans across all major platforms, optimized for both performance and brand equity
Meta Certified Media Planning Professional
Audience Segmentation & Targeting: Defining priority segments using behavioral, interest-based, and lookalike data
Leveraging platform targeting, 1P client data from CRMs via partners like Liveramp, 3P data via partners like Acxiom
Creative Partnership: Briefing, concepting, and interpreting performance for iterative improvement
Optimization & Reporting: A/B testing, real-time tweaks, and performance storytelling that ties back to business goals
Experience with software like Tableau
Experience with measurement including MMM, MTA, MMPs
Brand-Aligned Execution: Able to balance short-term campaign performance with long-term brand equity
Campaign Insights, Analytics & Market Research: Interpreting performance with a focus on storytelling, not just metrics
Consumer & Market Trend Insights: Staying ahead of emerging behaviors to inform creative, platform mix, and targeting
Budget Management: Forecasting, pacing, and reconciling media budgets while maximizing efficiency
Currently managing $8M+
Business Acumen: Finance-minded marketer who knows how to think in P&Ls, customer LTVs, and growth levers
Project Management: Leading multi-phase campaigns, managing timelines, and keeping stakeholders aligned
Experience with software like Asana
AI-Enhanced Marketing Execution: Leveraging AI tools (e.g., Meta Advantage+, Pinterest Performance+, ChatGPT, etc.) to improve audience targeting, content development, and workflow efficiency
Cross-Functional Collaboration & Stakeholder Engagement: Acting as the connective tissue between media, brand, creative, analytics, and client/exec teams
Agency & Vendor Management: Briefing, onboarding, and managing external partners for creative and media
Collaborate with other agencies for creative development or organic social execution
Manage relationships with platform partners (i.e. Meta, Pinterest)
Junior Talent Development: Helping grow the next generation of strategic thinkers; currently a direct manager to junior team members ranging from Supervisor to Assistant to offshore support
In 2024, my 5 direct reports all received promotions
