Portfolio

2017 Hampton by Hilton Marketing Campaign

My role and project description: Digital Brand Manager responsible for planning, developing, testing and implementing digital, TV, satellite radio and sponsorship media. Works closely with agencies, creative development and media buying teams.
Software and resources used: display advertising, strategic planning, ecommerce, marketing research, creative development, PPC, Adobe Analytics
Outcome:

Real Travel Comedy Hour-ish with The Second City

My role and project description: Brand Manager responsible for planning, developing and implementing a Facebook Live event and video series with The Second City. We developed a series of live events and humorous video shorts with the goal of driving awareness and brand linkage to our new Real Travel campaign. Worked closely with external agencies and media buying teams.
Software and resources used: Facebook Live, YouTube, branding, social media advertising
Outcome: Our Second City live stream and video series received 3.5MM impressions, 978K views, reached 2.3MM users and had over 2,200 engagements.

Facebook Live: Hampton's Griddle Iron Masterpiece

My role and project description: Digital Brand Manager responsible for planning, developing, testing and implementing Facebook Live event. We created a Griddle Iron Masterpiece — a football mural made entirely of waffles and toppings to draw more awareness to Hampton as an option for traveling college football fans and bring attention to our free hot breakfast. Worked closely with external agencies and media buying teams.
Software and resources used: Facebook Live, social media advertising
Outcome: Our live stream video received 424K views, reached 1.2MM users, had more than 2,500 engagements and was shared nearly 200 times.
My role and project description: Digital Brand Manager responsible for planning, developing, testing and implementing awareness and lower-funnel media for Hampton Inn. Works closely with agencies, creative development and media buying teams.
Software and resources used: display advertising, strategic planning, ecommerce, PPC, Adobe Analytics
Outcome: Boosted web direct revenue by $45M YOY, improved overall brand consideration 4 points in Q1 2016, drives some of the highest conversion rates in the Hilton portfolio
My role and project description: Digital Brand Manager responsible for developing, defining and executing brand content strategy on Facebook, twitter, Instagram and YouTube. Leading and working closely with agencies, content development and community management teams to intersect guests (and potential guests) at the right point in their travel journey with the best content.
Software and resources used: Content strategy, social media marketing, Facebook advertising, Expion
Outcome: Improved reach, engagement and impressions on Facebook and twitter by 59% YOY.

Goals: (1) Increase actual tourism in Memphis (2) Encourage guests to extend their stay in Memphis (3) Improve the Memphis brand as a travel destination

My role and project description: Director of Digital Marketing leading the strategy development, delivery and implementation of digital marketing campaigns across multiple channels.

Software and resources used: Drupal, Google Adwords, email marketing, social media (YouTube, Facebook, twitter, Pinterest, etc), Google Analytics, user experience, SEO, digital & social advertising

Outcome: Drove 400,000+ tourists to Memphis annually resulting in $26M economic impact; nearly 10% of tourists extended their stay after interacting with my work. Increased website traffic 54% and skyrocketed Facebook fans from 6,500 to nearly 90,000. Drove $1M in new revenue by establishing and implementing new digital advertising business model. Received Outstanding Achievement in Web Development by Web Marketing Association and a Gold HSMAI Adrian Award. Winner of 9 local Addy awards. Advanced key partnerships with local and national media, regional attractions and technology companies like Google.
Goal: Enhance the attitude that locals have about their city – a major driver of tourism
My role and project description: Director of Digital Marketing managing an in-house blogger for a local website promoting positive things happening in Memphis. I had a key role in outlining and developing content strategy for website, social media and podcast.
Software and resources used: WordPress, content marketing, Facebook and twitter advertising, SEO, email marketing, social media marketing
Outcome: Helped increase blog traffic to over 500,000 unique visitors yearly (+300%), named Best Blog in Memphis by multiple local publications many times over, worked with Urban Art Commission to produce 7 local murals.
My role and project description: Director of Digital Marketing working closely Google to plan and capture key Memphis establishments. The 40-pound camera backpack captures panoramic views. Images were then stitched together and made available on street view in Google Maps.
Software and resources used: Google Trekker mapping technology
Outcome: One of the first tourism agencies to partner with Google using their Trekking technology. Covered in the Memphis Daily News and Commercial Appeal.
My role and project description: Director of Digital Marketing and product owner for the development of Memphis’ official tourism app (iOS and Android). Worked closely with app developers on outlining our mobile strategy, user experience and marketing plans throughout the product’s lifecycle.
Software and resources used: Product management, user experience design (UX), beacon tracking technology
Outcome: Over 50k downloads in first year, awarded Outstanding achievement in Mobile Web by Web Marketing Association
Project: St. Jude Children’s Research Hospital Thanks & Giving website and digital media campaign
My role and project description: Internet e-Marketing Liaison responsible for developing and planning display advertising, paid social media campaigns, email marketing and PPC for the non-profit’s largest yearly campaign. Managed $2M digital marketing budget.
Software and resources used: Google Adwords, Google Analytics, email marketing, social media marketing, online advertising
Outcome: Raised over $7M in donations annually via the ‘Thanks and Giving’ website. Achieved 300% ROI on paid advertising by carefully researching keywords, and monitoring/adjusting campaigns on an ongoing basis.
My role and project description: Internet e-Marketing Liaison charged with developing and executing the organization’s first social media strategy
Software and resources used: social media marketing, community management, content strategy
Outcome: Generated $1M in associated revenue, grew social audience to over 200k followers and named most-loyal brand on Facebook. Won prestigious internal award and earned mentions in the New York Times and on Mashable.