Resume

Digital Marketing Consultant

Exagen Inc. (AVISE brand), Vista, CA

August 2023 – Current

Create and manage corporate digital marketing strategy and sales enablement initiatives. Manage execution of online and offline campaigns across a combination of channels: website, search, social media, marketing automation, media, and sales conferences.

  • Create and implement digital HCP and direct-to-patient marketing strategies to drive lead generation and customer acquisition. See a current campaign with metrics.
  • Analyze digital engagement data both on/off site to optimize conversion funnels and user experience, resulting in 47% increase in conversion rate.
  • Conduct organic search competitive analysis to create and inform strategic marketing decisions and positioning.
  • Continuously update knowledge on industry trends and digital marketing advancements.
  • Manage PPC and Social demand generation campaigns.

Digital Marketing Manager

Exagen Inc. (AVISE brand), Vista, CA
February 2021 – June 2023

      • Developed and executed B2B and B2C digital marketing strategies, including online and offline campaigns across website, search, social media, and marketing automation channels, achieving goals and KPIs aligned with corporate objectives.
      • Managed digital go-to-market strategy and campaigns, optimizing marketing funnels to generate marketing qualified leads for a national sales force, and implemented dashboards to report performance metrics to executive leadership.
      • Created and managed digital sales enablement tools and cloud-based e-commerce marketing supply storefront, streamlining sales processes for territory representatives while improving operational efficiency.
      • Developed and managed numerous inter-departmental corporate initiatives: Salesforce integration, client ordering portal and e-commerce storefront, to name a few.

Digital Marketing Consultant

SOLVD Health, Carlsbad, CA
July 2024 – Current

SolvD Health is a med tech company who recently achieved FDA certification for the AvertD genetic test for OUD. I am leading the digital portion of their go-to-market strategy.

      •  Create GTM digital marketing strategy for newly FDA approved test, AvertD.
      • Collaborating with design firm to create new website that supports both corporate and product audience.
      • Creating and implementing SEO strategy that has greatly improved SERP presence resulting in 63% increase in marketing qualified leads through organic traffic.
      • Present regular strategy performance reports and project updates to leadership.

Marketing Analyst

Palomar Health  Escondido, CA

2017 – 2020

Led the transition of legacy marketing program to a digital-first strategy, implementing CRM system linked to EMR, Eloqua marketing automation, and comprehensive paid advertising campaigns, resulting in increased service line leads and brand awareness.

    • Designed, implemented and managed new technology stack that includes CRM linked to EMR,
    • 24-hour call-based referral center, Eloqua marketing automation, call attribution, paid advertising including Google Ads search, display and social.
    • Developed A/B testing strategy to create content strategy for marketing automation, website and paid media.
    • Compiled and presented campaign performance analysis to organization leadership and service line managers.
    • Managed vendor relationships for advanced paid media (OTT, video, radio) tactics to ensure their services delivered full contract value.

    Digital Marketing Analyst

    St. Peter’s Hospital  Helena, MT

    2016 – 2017

    Developed and implemented digital marketing strategies to increase market awareness and engagement with key service lines and corporate initiatives.  Tracked key metrics to actively manage and optimize campaigns.

        •  Lead day-to-day management of all digital marketing strategies including website, paid promotion, social media and SEO.
        • Created and optimized campaigns through testing and analyzing performance data to ensure effective investment in top-performing campaigns and tactics.
        • Created the Find-A-Provider web tool that enables community members to efficiently gain access to healthcare services. This tool streamlined the internal referral process by funneling patients to providers with availability and maximized the ROI of newly hired physicians.
        • Implemented paid search and SEO strategy to promote high margin service lines and reduce market leakage.

    Digital Products Manager

      Lee Enterprise  Helena, MT

      2012 – 2016

      Managed digital sales operations for three publishing properties.  This position was the intermediary between the corporate product group and property sales staff. Lee Enterpise was the 4th largest newspaper publisher in the US at the time. Driving digital sales was paramount to retaining local advertising budgets.

          • Managed and trained 8-person sales team on digital marketing theory and products to increase customer conversion and retention.
          • Developed digital marketing campaigns for clients including creative, forecasting, compiling analytics and reporting for marketing performance.
          • Implemented A/B and multivariate testing to optimize campaign engagement.
          • Implemented sales and training strategy for new corporate initiatives in the market. Maintained top 10 performing markets designation for 14 straight months.

      Education

      Bachelor of Science, Marketing

      Bachelor of Science, Business Administration

      Minor in Economics

      High Point University,  High Point, North Carolina

      Google Certifications
      Google Conversion Optimization Certificate
      Google Conversion Optimization Certificate

      Continuing Education
      Next: See My Work