Campaigns
Dive into the portfolio below for a glimpse into the range of work I’ve led, from strategy to execution. If something sparks your interest, let’s connect and talk possibilities.
Spire Rebrand
Wellinks - Head of Marketing
Led comprehensive rebranding following Wellinks’ acquisition of Spire Health in fall 2024, ensuring full FDA regulatory compliance while integrating Spire’s medical device into the Wellinks brand. Directed updates to all digital assets, including redesigned landing pages that clearly articulate Spire’s technology and predictive patient care capabilities. Oversaw renaming of devices and revision of all collateral to align with the new brand identity.
Managed compliance workflows using Enzyme, securing FDA approval for all materials. Created and managed a broad range of educational content, including web copy, product sheets to communicate the value and innovation of Spire-powered predictive health solutions. These efforts strengthened brand trust and positioned Wellinks as a leader in virtual respiratory care.
Website Redesign
Wellinks - Head of Marketing
Directed strategic planning and execution of the Wellinks website redesign to improve user experience and engagement. Oversaw development of new copy, intuitive interface design, and streamlined sitemap. Delivered a modern, user-friendly site that clearly communicates Wellinks' mission and drives deeper brand interaction.
Virtual & In-Person Health Fairs
RVO - Marketing Director
Responded to rising demand for virtual health fairs by developing interactive digital booths for clients including Target and Unum. Leveraged technology to deliver QR-coded flyers, videos, program details, and enrollment links. Also supported in-person activations for Optum and UnitedHealthcare, partnering with coaches to engage employees and drive program enrollment.
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Digital Interactive Game
Optum - Senior Marketing Manager
Created an interactive digital campaign for Jacobs Engineering to increase employee awareness of benefit offerings. Developed “Fore Your Health,” a gamified experience combining benefit education videos, quizzes, and virtual golf. Integrated email outreach, direct mail, and digital assets to drive participation. Campaign boosted engagement and improved benefits awareness, with gift card incentives tied to completion.
Accelerator Campaigns
Thomson Reuters - Senior Demand Generation Marketer
Managed accelerator campaigns focused on driving rapid pipeline growth and engagement. Executed a global initiative using Sendoso to deliver tailored incentives by region, targeting qualified prospects in active buying stages. Leveraged 6Sense data, Salesforce, and Eloqua filters to refine audience targeting. Integrated paid display, paid social, and email outreach to maximize reach. Campaign delivered increased engagement and faster deal closures, demonstrating the impact of a coordinated, data-driven strategy.
Full Funnel Campaigns
Thomson Reuters - Senior Demand Generation Marketer
Designed and executed full-funnel campaigns to engage prospects and customers across the buyer journey. Collaborated with strategy, content, and solutions teams to launch “Relentless Innovation,” a campaign showcasing HighQ’s productivity features. Used CDP (Lattice) to build targeted segments and Workfront to manage execution. Continuously integrated audiences from related content to strengthen the funnel. Campaign leveraged paid display, paid social, email, and landing pages to drive awareness and engagement.
New Product Development
Uponor - Marketing Manager
New product development drove growth in Uponor’s residential segment. Led design-to-inform research with IBACOS and Panorama Innovation on a product line extension for water service blue pipe (sizes 1¼" to 2"), ensuring code compliance and customer retention.
Managed the project via stage-gate process and directed a large cross-functional team. Marketing strategy included drip-email campaigns, landing pages, sell sheets, and collateral. This extension generated $1M in annual revenue and 15% margin growth.
ATS Conference
Wellinks - Head of Marketing
Directed end-to-end planning and execution of Wellinks’ presence at the American Thoracic Society (ATS) spring conference. Led development of promotional and sales materials, designed a high-impact booth experience, and managed all event logistics from initial coordination to on-site setup.
Collaborated cross-functionally to align messaging and ensure seamless integration with broader marketing and sales strategies. Delivered a cohesive brand experience that maximized engagement with healthcare professionals and generated qualified leads, elevating Wellinks’ visibility in the cardiopulmonary care market.
AI Driven Campaign
Wellinks - Head of Marketing
Led AI-driven campaigns that achieved a 40% digital engagement rate by optimizing targeting, personalizing content, and delivering relevant messaging. Demonstrated the impact of advanced AI tools in enhancing campaign performance and driving measurable marketing outcomes.
Engagement Campaigns
RVO - Marketing Director
Managed 200 national accounts for Real Appeal, a prevention product in the RVO portfolio. Delivered strategic communication plans to drive enrollment and revenue growth. Developed tailored marketing assets including direct mail, email campaigns, flyers, digital content, display ads, banners, and social media copy, customized with client-specific eligibility, branding, and benefit information to maximize impact and relevance.
Rebranding & Product Release
Thomson Reuters - Senior Demand Generation Marketer
Collaborated with solutions and strategy teams to rebrand HighQ, delivering simplified and impactful messaging with refreshed imagery. Updated assets across web, email nurtures, paid media, and social channels within a tight timeline.
Launched a campaign spotlighting the 5.6 product release enhancements. Established a campaign dashboard to track metrics and optimize assets and messaging for maximum effectiveness.
Webinars
Thomson Reuters - Senior Demand Generation Marketer
Led national webcast operations for 87 legal-focused webinars, coordinating cross-functional teams to ensure alignment and execution. Prioritized segmentation and content planning to avoid duplication across audiences.
Managed multi-geography scheduling to serve audiences in the US, UK, and Canada. Built webinars on ON24 and supported registration through Eloqua landing pages and email campaigns. Promoted events via the Thomson Reuters event hub, owned social channels, and, when applicable, through paid social and third-party email partners to drive attendance and on-demand views.
Account Based Selling Techniques
Uponor - Marketing Manager
Implemented targeted account-based selling techniques to drive growth and engagement with key accounts. Leveraged data-driven insights and personalized outreach to address specific needs and pain points of high-value clients. Crafted customized messaging, developed strategic content, and coordinated with sales teams for a cohesive experience.
Executed a multi-channel approach including personalized emails, bespoke content offers, and tailored follow-ups to engage decision-makers. This approach increased conversion rates, strengthened top-account relationships, and drove significant revenue growth and long-term partnerships.
Category Integrated Campaign Launches
Best Buy - Category Marketing Lead
Peak sales in the major appliances sector occurred during patriotic holidays and Black Friday. Collaborated with key vendors to develop integrated campaigns that boosted sales, curated effective product mixes, and secured competitive placements on the global homepage, brand emails, and other channels. Coordinated with influencers and HGTV to increase visibility for Best Buy and vendors during major campaigns.
Led a cross-functional major appliance team in weekly reviews to analyze competitive strategies, placements, and performance metrics. Optimized placements based on data and feedback to improve results. Compiled campaign performance reports to guide and refine future strategies.
Vendor Campaigns
Best Buy - Category Marketing Lead
Vendor campaigns were a cornerstone of our annual major appliance marketing strategy. I was responsible for delivering quarterly marketing performance reports to all our vendors, which also served as brainstorming sessions for future collaborations. I managed the end-to-end marketing relationships with GE and Frigidaire for the major appliance category.
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Partnering with appliance vendors was essential for funding our always-on marketing approach, ensuring consistent visibility and placements throughout the year across all channels. A notable example is the summer cooling campaign I developed. Leveraging analytics, I identified that appliances are more prone to overheating and breakdowns during the summer. I collaborated with GE on this campaign, which included paid social media, email outreach, and prominent placements on our category landing page.
