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.

A few numbers from recent work building, managing, and optimizing growth systems.

$0M+
Annual budget managed
Managed and reallocated spend across Google, Meta, Microsoft, internal campaigns, and multiple lead vendors based on performance and conversion quality.
0%
Customer-acquisition cost reduction YoY
Improved acquisition efficiency by shifting budget toward higher-intent channels, tightening audience targeting, and using conversion data to guide spend decisions.
+0%
Marketing-qualified lead growth
Increased qualified lead volume through demand generation, content strategy, persona-based targeting, and stronger full-funnel alignment.

But 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.

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 01

Scaling Lead Generation While Protecting Lead Quality

A full-funnel strategy connecting budget, lead volume, vendor performance, intake capacity, and client-acquisition outcomes.

Role: Strategy, reporting, vendor management
Focus: Lead generation, CPL, CAC, full-funnel analysis
Output: Roadmap, reporting structure, action recommendations
Traffic→Lead→Contacted→Packet sent→Returned→Client
CPL tracked by source
Intake capacity aligned to spend
  • The business needed to scale lead volume while keeping quality and cost under control.
  • Analyzed daily lead needs, current generation, intake capacity, and source mix.
  • Built strategic planning around internal vs. purchased leads.
  • Connected marketing output directly to operational capacity.
Case Study 02

Creating a Compliance-Aware Vendor Audit Framework

A structured approach to reviewing lead-vendor landing pages, opt-in language, disclosures, and documentation.

Role: Audit design, vendor communication
Focus: Compliance, lead quality, brand accuracy
Output: Audit framework, action items, standards
Consent language ✓
Disclosures & TrustedForm ✓
TCPA-sensitive claims review
  • Reviewed vendor landing pages for marketing and compliance alignment.
  • Created audit documents with conclusions and clear action items.
  • Translated legal recommendations into vendor-facing requests.
  • Standardized what compliant lead generation should look like.
Case Study 03

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.

Role: Organic strategy, content prioritization
Focus: SEO, AEO, content ecosystem, attribution
Output: Content roadmap, AEO structure, measurement plan
Blog→Email→Social→Search→Answer engines→Lead capture
Paid reliance reduced over time
  • Identified the need to grow organic channels and reduce paid dependence.
  • Supported blog/article strategy, email integration, and social amplification.
  • Emphasized AEO-ready content structure for answer-engine visibility.
  • Connected organic growth to long-term lead efficiency.
Case Study 04

Executive Marketing Reporting That Drives Decisions

Weekly performance summaries translating spend, lead volume, CPL, source mix, and conversion trends into leadership-ready insight.

Role: Reporting design, leadership communication
Focus: KPI clarity, risk & opportunity spotting
Output: Weekly snapshot, takeaways, next steps
Spend & CPL trend ↑↓
Internal vs. purchased source mix
Key takeaway one line
  • Created concise weekly marketing updates for leadership.
  • Summarized spend, lead volume, source mix, and next steps.
  • Made complex data digestible without losing nuance.
  • Used reporting to surface risks and opportunities early.
Case Study 05

Designing a Trust-Building Email Marketing System

A newsletter and email strategy built around clarity, education, and conversion.

Role: Email strategy, template design direction
Focus: Engagement, trust, content-to-SEO link
Output: Template system, content modules, cadence
Hero article + resource
Clear client CTA focused
Footer trust signals ✓
  • Reworked email structure, visual hierarchy, and article promotion.
  • Analyzed competitor email marketing for what to avoid.
  • Focused on cleaner, more engaging templates.
  • Connected content strategy to SEO and customer trust.
Case Study 06

Review Response Strategy That Protects Brand Trust

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

Role: Standards design, tone calibration
Focus: Reputation, accountability, compliance boundaries
Output: Response patterns for every review type
Warm + specific
Professional + compliant
Never generic or repetitive
  • 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.

01

Clarity before complexity

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

02

Quality matters as much as volume

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

03

Trust is a growth advantage

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

04

Reporting should lead to action

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

Experience

A trajectory of building growth systems.

Senior marketing leadership across lead generation, SaaS, and regulated, compliance-sensitive categories.

Mar 2025 — Present

Chief Marketing Officer

Quikaid, Inc. · St. Petersburg, FL
  • Manage a $4M+ annual budget (~$90K/week) across Google, Meta, Microsoft Ads, and 10+ third-party lead vendors, reallocating weekly on lead quality and CPA.
  • Track every lead from first click to signed client, so channels and vendors are judged on conversions — not the cheapest clicks.
  • Built and maintain the full measurement stack (GA4, GTM, server-side tracking, conversion modeling) powering attribution across 13+ acquisition sources.
  • Custom-code landing pages and lead forms (HTML/CSS/JS) wired to the in-house CRM and conversion APIs — shipping in days, not agency weeks.
  • Own technical & on-page SEO and TCPA / consent governance across every touchpoint.
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 visits 78.4%.
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.
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 and content.
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.
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.

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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