Resume
Fifteen years, one through line.
Business, analytics, and growth leadership with a consistent thread: building scalable performance, measurement, and operating systems that turn marketing into an accountable, decision-ready function.
Experience
Where I've built
Oct 2025 – Present · Remote
Head of Performance & Analytics
PATHOS
Lead the agency's performance, analytics, and measurement function, responsible for defining how success is measured, communicated, and used across internal teams and client engagements.
- Design and implement a unified measurement framework that aligns teams, clients, and leadership around shared objectives and performance indicators.
- Partner with internal teams and clients to define KPIs, establish reporting standards, and evaluate progress against business goals.
- Oversee analytics infrastructure spanning DSPs, GA4, CRM platforms, BigQuery, Google Sheets, Supermetrics, and Looker Studio, delivering reliable and accessible real-time reporting.
- Translate performance trends into actionable recommendations that inform prioritization, investment decisions, and operational improvements.
- Establish the agency’s approach to AI adoption through governance, training, and workflow automation.
Jul 2019 – Oct 2025 · Remote
Director of Digital
PATHOS
Founded and scaled the agency's digital practice into a multi-million-dollar business line encompassing paid media, analytics, web development, and digital transformation.
- Established the operational foundation, delivery frameworks, and strategic partnerships needed to scale.
- Directed and advised on $5M+ in annual media spend, aligning channel investment with client growth goals and efficiency targets.
- Developed pricing models, operational workflows, and cross-functional processes that improved throughput, margin, delivery consistency, and alignment across Finance, Creative, Web Development, and Media teams.
- Built automated reporting infrastructure by integrating platform APIs with SQL/BigQuery and surfacing data in Looker Studio, eliminating over 90% of manual reporting effort.
- Led new business pitches, proposals, and executive presentations, contributing to multi-year client wins across B2B and B2C categories.
- Supported executive leadership with growth strategy, analytics architecture, and operational improvements that strengthened accountability and execution clarity.
Mar 2018 – Aug 2018 · Austin, TX
Digital Strategy Consultant (Contract)
Optimize Ad
- Launched and optimized paid search and native campaigns under strict CPL targets for a performance-based firm.
- Designed scalable campaign structures and reporting frameworks to support sustainable in-house execution.
- Trained internal teams on bidding strategy, optimization methodology, and performance analysis.
Sep 2017 – Jul 2019 · Remote
Senior Digital Strategist
BG, Inc.
- Expanded digital strategy and analytics capabilities during a period of organizational transition and growth.
- Defined service offerings, pricing models, and deliverable frameworks that enabled scalable growth.
- Led QBRs with key clients, translating performance data into actionable strategy and budget recommendations.
- Designed planning and reporting frameworks that reduced misalignment between strategy, creative, and execution.
Feb 2013 – Sep 2017 · West Palm Beach, FL
Account Manager & Digital Lead
BG, Inc.
- Led integrated marketing programs across healthcare, hospitality, education, entertainment, and automotive clients.
- Helped transition the organization from traditional media into digital-first execution, shaping workflows and teams.
- Consulted on annual planning and performance benchmarking, aligning media investment with business goals.
- Managed timelines, budgets, and cross-functional collaboration across branding, web, and media initiatives.
2010 – 2013 · Fort Lauderdale, FL
Executive Assistant to President
Chase Entertainment
- Supported artist management operations, promotions, and deal negotiations for a Grammy-winning roster.
- Managed tour logistics, production budgets, and coordination with record labels and promoters.
- Supported early digital promotion and performance tracking for artist releases and campaigns.
- Introduced internal organization systems that improved operational efficiency and workflow.
Core expertise
What I bring
Analytics & Measurement
- GA4
- Looker Studio
- SQL / BigQuery
- Supermetrics
- Multi-touch attribution
Performance & Operations
- KPI design
- CAC / ROAS / LTV analysis
- Funnel & pipeline measurement
Strategy & Enablement
- Measurement frameworks
- Executive decision support
- Stakeholder alignment
Platforms
- Google Ads
- Meta Business Suite
- Salesforce
- HubSpot
- Marketo
- Klaviyo
- SEMrush
Operational Systems
- Reporting automation
- Process improvement
- AI-enabled workflows
Leadership
- Cross-functional alignment
- Executive communication
- Team enablement
Education
Credentials
2015
MBA
University of Florida
Hough Graduate School of Business
2011
BS, Marketing & Business Operations
Louisiana State University