Web3/Blockchain Marketing Leader
Salesforce Marketing Cloud • Tableau • Adobe Experience Manager • Google AdWords & Analytics
Facebook/Twitter/Instagram/ TikTok • Khoros • Sprout Social • Mavrck • Netbase • Experian • Fluent in PPT
Most recent experience is marketing for DeFI, NFTs, Blockchain, Web3 and the Metaverse.
6 years of experience in brand marketing/brand management.
Experienced with omnichannel strategy and planning in social media, communications, PR & events.
Expert in managing teams and driving initiatives in a cross-functional matrixed environment.
(2021-present), Remote/New York, NY
Head of Marketing, U.S.
Worked across agency clients in NFT, marketplace, interoperability, decentralized finance (DeFi), gaming and play-to-earn industry niches for an agency with 100+ clients in blockchain/web3/metaverse.
Delivered marketing/business consulting, as an individual contributor, or as fractional CMO for key clients.
Created the global marketing department across hubs in the U.S., U.K. and Singapore, with core delivery team based in the U.S. supporting social media, influencer marketing and go-to-market campaigns.
Created partnerships for the agency with paid media and creative vendors.
Productized marketing services, building sales materials and sales process along with P&L.
Created the global marketing taskforce to support the agency’s overall marketing effort with channel leaders in PR, events, social media, website and branded materials based in hubs all over the world.
Led event activations at Messari Mainnet (2021) and NFT LA (2022) and built the team and all IP/process documentation for future teams to lead event activations at premier blockchain events worldwide.
(2020 - 2021), St. Louis, MO
VP of Marketing
Created the marketing department, responsible for managing digital and overall marketing function.
Developed key performance success criteria, briefs, roadmaps, flowcharts, RACI’s and budgets with consistent reporting and share-out materials of KPIs, milestones, touch points and ROI across digital channels.
Developed a multichannel demand gen strategy and plan to drive prospects and leads down the sales funnel.
Collaborated across sales and customer success (product) teams to develop strategic partnerships.
Responsible for all vendors and agency partners.
Drove down cost per lead (CPL) by 30% within 60 days of hire.
(2017 - 2020), St. Louis, MO
Director, Strategy & Engagement
Led the strategy department responsible for research, branding & insight development, social, digital, email, PR, influencer/brand ambassador programs, and data & analytics.
Provided key marketing strategies to drive awareness, engagement and growth campaigns across household name brands in global B2C and B2B companies, including 3-year marketing plans for brand manager clients.
Led key internal agency communications and operations, for example: Teams roll-out (due to the pandemic), company’s employee recognition program and Take Your Kid to Work Day workshop and programming.
Led the learning and development program and training plan for all staff.
Within 6 months of hire, grew revenue from the agency’s key account by 25% by creating an award-winning, real-time social media campaign, the results of which drove more impressions, engagements and website traffic during the two-week campaign period than in the previous year.
Developed the creative idea and the marcom strategy for an integrated Instagram campaign across client’s 3 agencies and internal teams (brand, PR & social, shopper marketing & paid media) resulting in a 4% lift in sales.
Created data science team to grow digital analytics, reporting and measurement practice with specialized staff roles in paid and organic social media reporting, campaign reporting and insights.
Interim social media lead, with a seat on the global content board and setter of strategy for global content and global/regional website initiatives for Fortune 500 brand.
Reported directly to the CEO/owner.