Retail StrategyMarketplaceCreative DirectionPaid Media
Target Launch
Launched Beauty by Earth on Target.com. Owned end-to-end marketplace strategy, vendor onboarding, and cross-functional execution.
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Work Selection
Case Studies
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Creative DirectionPaid MediaRetail StrategyMarketplace
BFCM Campaign
Led planning, AI-driven creative testing, and real-time reallocation across owned site, paid social, and email/SMS for the brand's largest revenue period.
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EngineeringAI SystemsRetail StrategyMarketplace
Custom internal Ops app
210% productivity lift for marketing and ops. One dashboard for Shopify, TikTok Shop, Amazon, and 3PLs—velocity, reorder recommendations, BOM and supplier management. Cut weekly manual work by 80+ hours and stockouts by 73%.
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Chronology
Experience
2019 – Present
Director of Marketing
Beauty by Earth
- / Lead marketing strategy, growth infrastructure, and digital expansion for a rapidly scaling clean beauty brand
- / Architected the systems behind the company's growth across DTC, paid acquisition, and marketplace distribution
- / Built internal AI-powered tools to automate reporting, experimentation, and marketing workflows
- / Directed creative strategy and production for high-performance digital campaigns
- / Managed global marketing teams and multimillion-dollar advertising budgets.
2022 – 2023
Director of Growth & Innovation
Beauty by Earth
- / Focused on building infrastructure to support rapid scaling
- / Developed creative experimentation systems that allowed the marketing team to test and iterate quickly
- / Introduced AI automation into marketing operations to accelerate experimentation and reduce manual work.
2012 – 2016
Director of Digital Media
Briggs Freeman Sotheby’s International Realty
- / Led digital marketing strategy and visual storytelling for one of Texas's leading luxury real estate firms
- / Directed digital campaigns, websites, and brand platforms across web and social channels.
“Make the next step obvious, then remove every reason to hesitate.”
— Behavioral design principle
Required Reading
A few books that have shaped my professional philosophy.
Behavioral Science in the Wild
by Nina Mazar & Dilip Soman (eds.)
Key takeaway: Behavior changes fastest at the friction point. Map every flow to the single step where intent drops, then remove one field or click first.
Using Behavioral Science in Marketing
by Nancy Harhut
Key takeaway: Specificity beats adjectives. Replace vague claims with exact numbers, deadlines, and outcomes (e.g. “Save 18% by Friday”) to lift CTR and conversion.
What Works, What Doesn’t (and When)
by Dilip Soman (ed.)
Key takeaway: Social proof only works when the reference group matches the audience. Segment testimonials by persona before placing them on a landing page.
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