Make customers say yes, faster.
Behavioral-first CMO leadership that aligns offer, experience, and lifecycle at the point of decision. Scaled DTC from $250k to $6.8M and led $2-4M in annual ad spend.
Work Selection
Case Studies
Target Launch
Strategic retail expansion into Target.com, orchestrating end-to-end marketplace integration, inventory management, and multi-channel marketing campaigns. Executed successful launch with optimized product listings, pricing strategy, and fulfillment operations.
BFCM Campaign
Black Friday Cyber Monday campaign execution driving record-breaking sales through AI-powered creative optimization, dynamic retargeting, and cross-platform media strategy. Achieved unprecedented conversion rates through data-driven creative testing and real-time optimization.
Custom internal Ops app
Custom-built demand planning and inventory management platform that automates purchasing decisions, tracks inventory health across multiple channels, and provides AI-powered insights. Features real-time sales velocity tracking, supplier management, BOM analysis, and automated reorder recommendations. Resulted in 210% increase in marketing and operations productivity.
Chronology
Experience
Director of Marketing
Beauty by Earth
- / Scaled annual revenue from $250k to $6.8M total sales for DTC Website, through high-velocity, creative, ai-powered marketing and strategic innovation
- / Directed a global team across 8 countries, managing $2-4M+ in annual ad spend with consistent positive ROAS.
Director of Growth & Innovation
Beauty by Earth
- / Oversaw 360° visual authority, leading high-budget photoshoots and video assets for global digital campaigns
- / Architected custom internal AI Web App for operational automation, reducing overhead and increasing internal marketing and operations productivity by 210%
- / Engineered proprietary A/B/C testing checkout software, yielding a direct 37% lift in conversion rates
- / Executed successful retail and marketplace launches on TikTok Shop, Target.com, Shein, & Grove.
Director of Digital Media
Briggs Freeman Sotheby’s International Realty
- / Strategy & visual direction of all digital content across multiple platforms - websites, splash pages, blogs, and social
- / Collaborated on large digital campaigns with leadership, partners, & vendors to execute progressive, industry-leading campaigns.
"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.)
"The biggest takeaway: behavior changes fastest at the friction point. I now 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
"Specificity beats adjectives. I replace vague claims with exact numbers, deadlines, and outcomes ("Save 18% by Friday"), and it reliably lifts CTR and conversion."
What Works, What Doesn’t (and When)
by Dilip Soman (ed.)
"Social proof only works when the reference group matches the audience. I now segment testimonials by persona before placing them on a landing page."
Get In Touch
Have a project in mind or just want to say hi? I'd love to hear from you.
