Executive Summary
Digital marketing strategist with senior-level experience turning SEO, paid media, content, UX, e-commerce, and analytics into measurable business outcomes, including 20% e-commerce growth, 10%+ email engagement lift, and improved CAC/LTV visibility in long-cycle B2B sales.
Experienced at diagnosing friction across complex digital systems, aligning technical and executive stakeholders, and building practical strategies that improve revenue, lead quality, and acquisition efficiency.
Digital Marketing Skills
- Strategy and Growth: Full-funnel digital marketing strategy, e-commerce optimization, performance marketing (CAC/LTV optimization)
- Search and Content: Technical SEO, paid media (SEM), content strategy, YouTube optimization, structured data, generative engine optimization / AI search visibility
- Analytics and Optimization: UI/UX optimization, attribution, CRO, reporting, dashboarding, audience segmentation
- Leadership and Collaboration: Executive alignment, vendor management, cross-functional execution, M&A web transitions
- Tools and Platforms: GA4, Google Tag Manager, Google Ads, Meta Ads, Google Merchant Center, Google Business Profile, HubSpot, Salesforce, Mailchimp, Tableau, SEMrush, Ahrefs
Professional Experience
Smooth-On, Inc. – Digital Marketing Strategist (2024 – 2025)
- Owned digital marketing strategy across 11 corporate brands spanning D2C e-commerce, industrial B2B products, distributor networks, and consumer/hobbyist markets.
- Increased D2C e-commerce sales 20% YoY by identifying shipping-cost friction as a cart-abandonment driver and partnering with Accounting, executive leadership, and web teams to implement free-shipping and onsite messaging changes.
- Lifted email open and click-through rates by 10%+ by consolidating event reminders, product announcements, and brand updates into quarterly newsletters.
- Authored strategic recommendations for audience segmentation, product branding, competitive positioning, Amazon sales strategy, acquisition roadmaps, and pricing structure.
- Contributed to a 15% increase in sales leads by aligning Sales-led trade show and prospecting activity with supporting landing pages, digital content, and follow-up workflow.
Smooth-On, Inc. – Web Marketing Specialist (2012 – 2024)
- Helped build the company’s first dedicated web marketing department, contributing to team structure and hiring across social media, email, e-commerce development, frontend design, and web development.
- Shifted YouTube strategy from search-only optimization toward host-led, retention-focused educational content, partnering with video, technical sales, and social teams on the “Making Things With Milo” series and videos reaching 1.7M+ views and 1,700+ comments.
- Managed Google Ads, Meta Ads, Google Merchant Center, and Google Business Profile activity across retail and manufacturing brands, allocating spend by business model and optimizing retail campaigns toward ROI-positive performance while using non-retail campaigns for lead generation, awareness, and email acquisition.
- Collaborated with design and development teams on new websites for Smooth-On, Reynolds Advanced Materials, and acquired brands, improving e-commerce UX and contributing to sustained organic traffic lift of approximately 10–15%.
- Built social strategy around customer-created content, amplifying earned media, rewarding loyal customers with visibility, and strengthening community engagement across brand accounts.
Smooth-On, Inc. – SEO Specialist (2011 – 2012)
- Diagnosed and resolved a technical SEO issue causing Google to de-index interior site pages, restoring organic visibility and improving search intent alignment for product/category landing pages.
- Optimized YouTube titles, descriptions, thumbnails, and metadata, including a high-potential video that grew from approximately 10K views to 1.9M views.
- Supported acquisition-related web transition for Bentley Advanced Materials, aligning migrated digital assets with new branding and expanded site architecture.
INetU Managed Hosting – Marketing Analyst (2007 – 2010)
- Built a predictive lead scoring and attribution model for an 18-month B2B sales cycle, enabling earlier visibility into campaign value and helping reduce CAC to less than 10% of LTV across trade show and paid media spend.
- Partnered with the Sales Director to align inbound campaigns with customer lifecycle data, increasing lead-to-close conversion rate.
Education & Certifications
- Google Digital Marketing & E-commerce Certification – Coursera
- Bachelor of Science – Mathematics – Moravian University
Next Steps
If your team needs a digital marketing strategist who can connect channel execution, technical fluency, user experience, and business outcomes, I would welcome a conversation.