Marketing Strategy · Growth Systems · Brand Trust

Strong marketing connects the story, the system, and the result.

I help organizations turn complex growth challenges into clear strategy, measurable performance, and scalable marketing systems.

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Latest impact

Measurable results that move revenue.

Results from building and running a high-volume acquisition engine over the last year.

$0M+
Marketing spend managed
Allocated and reallocated budget across Google, Meta, Microsoft, and 10+ third-party lead partners, moving spend weekly against lead quality and cost per acquisition.
0K+
Prospects generated
Grew acquisition volume across 13+ sources while driving blended cost per prospect down year over year, and recovered volume after a mid-year compliance reset.
0+
Clients acquired
Held blended acquisition cost below the internal efficiency target across every channel and partner, judging each source on signed clients rather than cheap clicks.

The numbers are only part of the story. The lasting value is in the systems built to sustain them — clear measurement, honest attribution, and teams equipped to act on the data.

About

A growth leader who turns complex marketing problems into clear, scalable systems.

I'm a digital marketing and growth strategist with hands-on experience across paid media, SEO, social campaigns, email marketing, vendor management, landing-page strategy, compliance-sensitive marketing, and executive reporting.

My strength is translating messy, complex marketing challenges into clear priorities, practical systems, and disciplined execution. I lead from inside the work — building, measuring, and refining alongside the team rather than handing the hard parts to an agency.

In my current role I built the marketing function from the ground up — launching it as the sole marketing leader, defining the org structure and channel ownership model, then hiring, onboarding, and developing the team that now runs day-to-day execution against documented SOPs. I stay hands-on in the technical layer most marketing leaders outsource: the GA4, Tag Manager, and server-side tracking stack, the landing pages and lead forms, and the attribution model behind them.

Core strengths

A growth leader who connects strategy, performance, and systems.

Sustainable marketing does not come from isolated tactics. It comes from building the structure behind the results — clear strategy, disciplined execution, reliable measurement, and scalable systems.

Growth Strategy

Building marketing roadmaps that connect business goals, channel mix, budget, capacity, and measurable outcomes.

Performance Marketing

Optimizing paid and organic acquisition channels for lead quality, conversion efficiency, and sustainable growth.

Lead Generation

Creating and improving acquisition systems that increase qualified volume without sacrificing quality.

Brand Messaging

Turning complex services into clear, trust-building messaging across ads, landing pages, emails, social content, and public responses.

Marketing Systems

Building reporting, dashboards, workflows, and processes that make performance easier to understand and act on.

Vendor Accountability

Managing lead sources, reviewing performance, auditing landing pages, and identifying gaps between traffic, lead quality, and business outcomes.

Featured work

Strategy for the space between the click and the outcome.

A few representative problems — and how I approach them. Select any card to expand.

Case Study 1

Scaling Lead Generation While Protecting Lead Quality

A full-funnel strategy connecting budget, lead volume, partner performance, intake capacity, and client-acquisition outcomes — scaling to 315,000+ prospects and 23,700+ acquired clients without letting growth outrun quality.

Overview
Role
Strategy, reporting, vendor management
Focus
Lead generation, cost per lead, full-funnel analysis
Output
Growth roadmap and reporting structure
What I did
  • The business needed to scale lead volume while keeping quality and cost under control across 13+ acquisition sources.
  • Analyzed daily lead needs, current generation, intake capacity, and source mix to size the gap.
  • Built strategic planning around the mix of internally generated and purchased leads.
  • Expanded the acquisition-cost model to weight lead quality score and average lead age, so sources are judged on prospect quality rather than conversion cost alone.
  • Ran source-level disposition analysis across hundreds of leads and fed the findings back to partners as a standing feedback loop.
  • Held blended acquisition cost below the internal efficiency target while driving cost per prospect down year over year.
Case Study 2

Creating a Compliance-Aware Vendor Audit Framework

A published compliance standard plus a repeatable audit of partner landing pages, opt-in language, disclosures, and documentation — set before delivery rather than corrected after.

Overview
Role
Audit design, vendor communication
Focus
Compliance, lead quality, brand accuracy
Output
Reusable audit framework and standards
What I did
  • Authored a company compliance packet and distributed it to every lead partner, setting TCPA, consent, disclosure, and documentation standards up front.
  • Ran recurring audits of partner landing pages: consent language, disclosure prominence, privacy and terms links, partner-count limits, and opt-in placement.
  • Audited the company's own site and flagged conflicting claim counts, risky guarantee language, and inconsistent representation framing, each with a proposed correction.
  • Held the compliance line through an intake script rebuild, removing absolute and guarantee language.
  • Translated legal recommendations into clear, partner-facing requests with defined turnaround.
Case Study 3

Building an Organic Growth Strategy for Search & Answer Engines

A roadmap for reducing reliance on paid leads through SEO, AEO, content strategy, and stronger attribution.

Overview
Role
Organic strategy, content prioritization
Focus
SEO, AEO, content ecosystem, attribution
Output
Content roadmap and measurement plan
What I did
  • Identified the need to grow organic channels and reduce dependence on purchased leads.
  • Built a 60-post content calendar with reusable creative templates and a content production guide.
  • Structured content for answer-engine visibility alongside traditional search.
  • Led the technical side — Core Web Vitals, schema markup, crawl health, and keyword strategy.
  • Connected organic growth to long-term lead efficiency and blended acquisition cost.
Case Study 4

Executive Marketing Reporting That Drives Decisions

A marketing dashboard and weekly summary that turn spend, lead volume, cost, source mix, and conversion trends into clear, leadership-ready insight.

Overview
Role
Reporting design, leadership communication
Focus
KPI clarity, risk & opportunity spotting
Output
Weekly snapshot with takeaways and next steps
What I did
  • Led the requirements and design of the marketing dashboard inside the company's core platform.
  • Created concise weekly marketing updates for leadership covering spend, lead volume, source mix, and next steps.
  • Documented the operating rules the reporting runs on: source categorization, ordering, cohort filtering, and campaign naming.
  • Caught a material cost-per-acquisition calculation error before the analysis was distributed, and two more in separate vendor proposals before terms were approved.
  • Used reporting to surface risks and opportunities early rather than in hindsight.
Case Study 5

Designing a Trust-Building Email Marketing System

A newsletter and email strategy built around clarity, education, and conversion — on top of an audience rebuilt for accuracy first.

Overview
Role
Email strategy, template direction
Focus
Engagement, trust, content-to-SEO link
Output
Template system, content modules, cadence
What I did
  • Led a data-integrity overhaul of the client email audience — cutting inactive, duplicate, test, and non-primary records to a validated list of 38,326 from 55,688.
  • Built a repeatable process with engineering for large list pulls, replacing one-off manual work.
  • Reworked email structure, visual hierarchy, and article promotion into a reusable template system.
  • Analyzed competitor email programs to define what to avoid.
  • Connected content strategy to SEO and customer trust.
Case Study 6

Review Response Strategy That Protects Brand Trust

Warm, varied, brand-consistent responses that acknowledge real customer experiences while staying compliant.

Overview
Role
Standards design, tone calibration
Focus
Reputation, accountability, compliance
Output
Response patterns for every review type
What I did
  • Developed public-facing review-response standards.
  • Balanced accountability, professionalism, brand tone, and compliance.
  • Created patterns for positive, negative, and sensitive reviews.
  • Ensured responses stayed specific, credible, and on-brand.
Work philosophy

Clear strategy. Accountable execution. Measurable growth.

My approach is built around making marketing easier to understand, easier to measure, and easier to improve. I focus on the full path from strategy to execution to outcome — not just isolated campaign metrics.

1

Clarity before complexity

The best marketing strategies are easy to explain, even when the systems behind them are complex.

2

Quality matters as much as volume

More leads are not always better leads. I focus on the full path from acquisition to business outcome.

3

Trust is a growth advantage

Messaging should be clear, accurate, and credible — especially where customers are making high-stakes decisions.

4

Reporting should lead to action

Data is only useful when it helps teams make better decisions and move the business forward.

Experience

A track record of building marketing systems that scale.

Senior marketing leadership across acquisition strategy, performance marketing, lead generation, and operational systems.

Mar 2025 — Present

Chief Marketing Officer

Quikaid, Inc. · St. Petersburg, FL
  • Manage a $4.5M+ marketing budget across Google Ads, Meta, Microsoft Ads, and 10+ third-party lead partners, reallocating spend against lead quality and cost per acquisition.
  • Generated 315,000+ prospects and 23,700+ acquired clients, reducing blended cost per prospect and cost per acquisition year over year while holding acquisition cost below the internal efficiency target across every channel and partner.
  • Established and built out the marketing department — launched the function as the sole marketing leader, defined the org structure and channel ownership model, then hired, onboarded, and developed a team now running day-to-day execution against documented SOPs and playbooks.
  • Track every lead from first click to signed client, and expanded the acquisition-cost model to weight lead quality score and lead age rather than conversion cost alone.
  • Architected the full measurement stack — GA4, Google Tag Manager, server-side tracking, Meta Pixel and Conversions API — powering attribution across 13+ acquisition sources, then transferred ownership to the team trained to run it.
  • Custom-code landing pages and lead-capture forms (HTML/CSS/JavaScript) and deployed a WordPress and Gravity Forms model with source-level API attribution, improving CRM mapping and removing marketing's dependence on engineering.
  • Own TCPA compliance and partner governance — authored the company compliance packet setting consent, disclosure, and documentation standards for every lead partner, and run recurring audits of partner landing pages, contracts, SLAs, and delivery.
  • Lead technical and on-page SEO, AEO, and brand development — Core Web Vitals, schema, crawl health, and keyword strategy, plus a brand system, creative template library, and 60-post content calendar.
Sep 2024 — Mar 2025

Head of Marketing

Karoly Windows & Doors · Clearwater, FL
  • Cut customer-acquisition cost 33% YoY by sharpening targeting and shifting budget from broad display into high-intent paid search.
  • Lifted website conversion rate 29% in the first quarter by rebuilding landing pages and simplifying the quote-request flow.
  • Grew Google Search visibility 54% (71.4% top-impression rate); expanded Facebook reach 42% and referral traffic 78.4%.
  • Built brand guidelines, CRM workflows, and automation; hired, trained, and mentored marketing staff while managing vendor performance and budget allocation.
Dec 2022 — Sep 2024

Senior Director of Marketing

WOA Media · St. Petersburg, FL
  • Reduced CAC 18% and lifted conversion rate 25% through paid-media optimization, segmentation, and funnel redesign.
  • Boosted ROAS 32% in six months by reallocating budget into higher-return paid search and paid social.
  • Implemented marketing automation and CRM workflows to streamline lead nurturing and sales hand-off while maintaining CAN-SPAM and GDPR compliance.
Jul 2019 — Dec 2022

VP of Marketing & Demand Generation

Fischer International Identity · Naples, FL
  • Managed a $2M+ budget and a team of three across cybersecurity, government, healthcare, and financial-services verticals.
  • Grew MQLs 42% over two years and scaled organic traffic 35% through demand gen, content marketing, and persona-based targeting.
  • Tightened marketing and sales alignment by rewriting MQL definitions, lead hand-off processes, and pipeline conversion tracking.
Jan 2018 — Jun 2019

Director of Business Development & Marketing

Trinity School of Natural Health · Warsaw, IN
  • Increased online enrollment 18% in three months and 27% in six through multi-channel marketing and KPI-driven reporting.
What people say

Trusted for clarity, follow-through, and strategic execution.

A few excerpts from people I’ve worked with across leadership, vendor partnerships, and cross-functional projects.

“
Unparalleled problem-solving and a strong work ethic.
WC
Whit C.
Former colleague
“
Her energy, insights, and creativity make her a true asset.
BM
Bob M.
Colleague
“
When the goal is to grow the business, I highly recommend her.
KW
Kirk W.
Former manager
“
Creative, insightful, and full of new ideas — her thought leadership is invaluable.
GB
Greg B.
Marketing collaborator
“
Efficiency-oriented and process-focused, with a strong work ethic.
JY
Janet Y.
Former colleague
Let’s talk

Let’s build marketing systems that earn trust, drive growth, and make the next decision clearer.

I’m always open to thoughtful conversations around growth strategy, performance marketing, brand trust, lead generation, and the systems that connect them.

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