WORK EXPERIENCE
Freelance/Contract Marketing Consultant at Tritico Consulting, Remote
Sept. 2023 - Present
Senior Marketing Insights Manager
Atlantic Street Capital Advisors, Remote
May 2022 - Sept. 2023
Senior Content Manager - Editorial
Shaw Industries, Dalton, GA/Remote
July 2021 - May 2022
Focused on overseeing a team of writers supporting all residential brands, channels and audiences to ensure flawless execution of content and copy needs. My team fostered a collaborative, creative environment to provide best-in-class solutions to the business and our partners.
Marketing Manager - Consumer Strategy, Anderson Tuftex/COREtec Floors (Shaw Industries), Dalton, GA
Jan. 2021 - July 2021
Focused on consumer strategy for Shaw Industries' Premium Residential Brands: Anderson Tuftex and COREtec Floors
Brand Innovation and Design Manager, Anderson Tuftex/Shaw Industries, Dalton, GA
Dec. 2017 - Dec. 2020
Sr. Digital Specialist, Shaw Industries, Dalton, GA
Oct. 2016 - Dec. 2017
Digital Support Coordinator, Shaw Web Studio/Shaw Industries, Dalton, GA
Aug. 2014 - Oct. 2016
Co-founder/Publicist, Belle Journal, Baton Rouge, LA
Aug. 2012 - Aug. 2017
Sept. 2023 - Present
- Dedicated marketing and communications partner to several clients in different industries including legal, telecommunications and marketing agencies
- Identifying organic SEO and content-enhancing opportunities on clients’ websites and their Google Business Profiles
- Increased one client’s Google Business Profile interactions by 7.5% and calls made from the business profile by 62.5% in 6 months
- Increased another client’s website views by 41% in 2 months using SEO keyword analysis from SEMRush
Senior Marketing Insights Manager
Atlantic Street Capital Advisors, Remote
May 2022 - Sept. 2023
- Leveraged external market research and industry sources to identify, interpret and apply learnings to ASC portfolio company businesses
- Conducted primary research using a variety of methodologies
- Documented, analyzed and summarized qualitative insights and quantitative data, identifying essential findings for the businesses
- Managed relationships with external research partners while monitoring results and budget
- Communicated with constituents about projects' progress through written updates, debriefs and final presentations
- Translated complex insights into simple and actionable marketing recommendations
- Kept current on market research from external sources
Senior Content Manager - Editorial
Shaw Industries, Dalton, GA/Remote
July 2021 - May 2022
Focused on overseeing a team of writers supporting all residential brands, channels and audiences to ensure flawless execution of content and copy needs. My team fostered a collaborative, creative environment to provide best-in-class solutions to the business and our partners.
- Managed and developed writing team to create copy/content for a variety of applications
- Implemented process to manage workflow
- Identified ways to provide accessible, approved content for broad use
- Engaged with brand/channel stakeholders on content/messaging needs
- Utilized a research-based and data-led approach
- Developed awareness of trends and influencers as well as current/changing business objectives
- Effectively delivered and applied feedback
Marketing Manager - Consumer Strategy, Anderson Tuftex/COREtec Floors (Shaw Industries), Dalton, GA
Jan. 2021 - July 2021
Focused on consumer strategy for Shaw Industries' Premium Residential Brands: Anderson Tuftex and COREtec Floors
- Managed and executed strategy and content of all Anderson Tuftex and COREtec Floors social media channels
- Managed advertising budgets for traditional and digital channels
- Managed content and execution of development for AndersonTuftex.com and COREtecfloors.com
- Executed consumer marketing strategies related to Anderson Tuftex, andersontuftex.com, COREtec Floors and COREtecfloors.com
- Assisted with public relations duties associated with Anderson Tuftex and COREtec Floors including writing press releases, editing copy and managing press relationships
- Conducted ongoing market research
- Traveled as needed to promote Anderson Tuftex and COREtec Floors
Brand Innovation and Design Manager, Anderson Tuftex/Shaw Industries, Dalton, GA
Dec. 2017 - Dec. 2020
- Managed content, execution and development of AndersonTuftex.com
- Executed marketing strategies related to Anderson Tuftex and andersontuftex.com
- Assisted with public relations duties associated with Anderson Tuftex including writing press releases, editing copy and managing press relationships
- Conducted research using design thinking skills for various projects including how we might launch the brand in January 2018, and how might we think about consumer samples a little differently
- Traveled to various trade shows to promote Anderson Tuftex to B2B customers
Sr. Digital Specialist, Shaw Industries, Dalton, GA
Oct. 2016 - Dec. 2017
- Facilitating consumer focus groups in preparation for a new brand launch
- Working with design firm IDEO on market research and new business ideas
- Developing and implementing digital and social media strategy of a new brand launch: including managing all social accounts, the website and app creation
- Working on various special projects including the integration of two internal B2B sites for Shaw's retailers: ShawNow.com
- Assisted in the launch of an event app for Shaw's Convention in 2017
- Attending trade shows as needed to promote marketing solutions for Shaw's B2B platform
Digital Support Coordinator, Shaw Web Studio/Shaw Industries, Dalton, GA
Aug. 2014 - Oct. 2016
- Account management for over 300 retailers within Shaw's network
- Support for Share It Forward solution: an online ratings and reviews service sponsored by Shaw Floors
- Designed print and digital support materials for Share It Forward and Shaw Web Studio
- Updated websites using iApps and Kentico CMS platforms
- Created reports utilizing data visualization techniques
- Utilized SEO best practices to make Share It Forward's reviews SEO-friendly
- Worked with various third-party vendors that support Share It Forward
- Attended trade shows to promote Share It Forward and network with Shaw's retailers
Co-founder/Publicist, Belle Journal, Baton Rouge, LA
Aug. 2012 - Aug. 2017
- Redesigned, updated and maintained website
- Designed the layout for a new literary journal focusing on the experiences of women in the Southern United States
- Created promotional materials and maintained the Twitter and Instagram accounts
- Executed successful Kickstarter.com campaign to raising over $4,000 to print first volume and extend social media lifestyle presence
EDUCATION
Louisiana State University (LSU), Baton Rouge, LA
Aug. 2012 - May 2014
Tennessee Technological University, Cookeville, TN
Aug. 2005 - Dec. 2009
Universidad Nacional, Heredia, Costa Rica
Jan. 2008 - June 2008
Aug. 2012 - May 2014
- Master’s of Mass Communication: Strategic Communications
Tennessee Technological University, Cookeville, TN
Aug. 2005 - Dec. 2009
- Bachelor of Arts in Spanish
- Concentrations: Communications and History
- Related Coursework: Graduate courses in Public Relations and Journalism
Universidad Nacional, Heredia, Costa Rica
Jan. 2008 - June 2008
- Study Abroad Program
SKILLS
- Market research methodologies: design thinking, focus groups, surveys, in-depth interviews, etc.
- Content/copywriting strategy
- SEO/Google Analytics Auditing - SEMRush
- Website editing/building: Squarespace, Weebly, Wordpress
- Online reputation management
- Adobe InDesign, Adobe Illustrator, Adobe Photoshop
- Microsoft Office Suite/Google
- Team Leadership/Management
- Budget Management
Native English and Intermediate Spanish language proficiency