My Professional Resume

Versatile operator and executive leader with a proven record of driving growth and efficiency across marketing, sales, finance, and product functions. Known for stepping into complex or underdeveloped areas of a business and building scalable structures — from CRM and ERP integrations, to revenue operations departments, to budgeting systems and acquisition integrations. Skilled at managing organizational change, leading cross-functional teams, and executing high-impact strategies that consistently deliver measurable results in revenue, efficiency, and market share.

Core Competencies

Strategic Planning & Budgeting | Sales Operations & Enablement | ERP/CRM Implementation | Finance & Accounting Oversight | Department Builds & Restructures | Product Planning & Go-to-Market Execution | Data Analytics & Reporting | Cross-Functional Team Leadership | Partnerships & Business Development | Marketing & Brand Growth

Professional Experience

PetScreening | Mooresville, NC

Senior Director, Growth Marketing & Revenue Operations
Mar 2023 – Present

• Strategic Leadership: Directed all marketing, creative, PR, partnerships, and revenue operations.
• Sales Infrastructure: Segmented sales org into Enterprise and Mid-Market teams, redesigned sales flows and compensation, and rebuilt CRM to support new structure.
• Revenue Operations: Built the revenue operations function, including project management systems, reporting frameworks, and Tableau dashboards for acquisition and retention tracking.
• Customer Acquisition Workflow: Designed and implemented the end-to-end customer journey from marketing to sales to client success, integrating multiple technologies into the CRM and ensuring data integrity across internal and third-party systems.
• Partnerships: Founded and scaled the partnerships department, adding new revenue channels.
• Key Accomplishments:
  • Architected CRM and reporting framework used daily across sales, marketing, and success.
  • Built the marketing department, reporting systems, and workflows from scratch.
  • Launched Tableau reporting to measure acquisition efficiency and customer lifecycle.

Hip eCommerce | Raleigh, NC

VP, Marketing & Finance
Dec 2021 – Mar 2023

• Marketing: Directed integrated brand, product, and growth marketing across three eCommerce marketplaces, with oversight of all channels (SEO, SEM, social, email, SMS, display, partnerships, affiliate, influencer, trade shows). Built and staffed the brand and product marketing department; restructured org from vertical to function-based; implemented KPIs and reporting systems.
• Finance & Accounting: Assumed control of finance/accounting during a period of limited runway; rebuilt chart of accounts, implemented departmental and individual budgeting, streamlined accounting to shorten monthly close, and drove compliance and financial rigor.
• Go-to-Market Leadership: Led product launches across roadmap, optimizing for market adoption.
• Brand & Creative Direction: Developed brand guidelines and copy library; oversaw campaign planning and promotional calendars.
• Key Accomplishments:
  • Reorganized marketing to a centralized, function-based structure, improving agility.
  • Reduced SEM costs by 50% while improving ROAS by 300%.
  • Cut inefficiencies in email marketing by 25% via SOPs and automation.
  • Extended company runway by implementing cost controls and reductions in force.

Greenlane | Boca Raton, FL

Senior Director, Performance Marketing
Mar 2019 – Dec 2021

• Sales Leadership: Led sales organization for eight months following leadership turnover; maintained performance and prepared for merger integration.
• Acquisitions & Integrations: Served on M&A integration team for multiple acquisitions, including Greenlane’s largest competitor merger. Directed sales and marketing workstream, including org design, budget development, customer data migration, and CRM/ERP integrations (NetSuite-to-NetSuite and Microsoft Dynamics).
• ERP & Data Management: Audited product and warehouse SKUs to ensure accurate inventory and pricing inputs before ERP migration; led CRM data audits and functional testing.
• Marketing Shared Services: Transitioned marketing into a shared services model with new SOPs, project management, and timekeeping systems.
• Training: Developed training programs for sales and marketing teams.
• Marketing: Oversaw ecommerce (UX/UI, CMS, merchandising), content creation, PR, and 23+ trade shows annually.
• Key Accomplishments:
  • Directed sales and marketing integration for Greenlane’s largest merger.
  • Managed multiple NetSuite consolidations and Microsoft Dynamics ERP transition.
  • Project managed a five-year product roadmap for category expansion, projections, and headcount planning.
  • Launched 20+ cross-category products (CBD, packaging, apparel, glass, devices).

PBFY Flexible Packaging | Brea, CA

Marketing Director
Oct 2017 – Mar 2019

• Marketing: Directed strategy and execution across all marketing, PR, ecommerce, and creative functions, with $1M+ budget oversight. Managed 30+ trade shows annually, ecommerce properties (UX/UI, merchandising, promotions), and trade marketing materials.
• Production Art: Built and managed the production art team responsible for all customer packaging artwork and approvals.
• Budget Oversight: Managed divisional budgets and expense reporting across sales, marketing, and customer success teams.
• Product Collaboration: Worked with product managers to forecast demand and plan purchasing.
• Key Accomplishments:
  • Launched and scaled Greenrush Packaging from zero to $12M in revenue within 18 months.
  • Built sales training programs and reporting systems to support sales performance.
  • Established marketing processes, technology stack, and SOPs.
  • Transitioned creative services from in-house to outsourced resources for scalability.

Business Communications Solutions | Irvine, CA

Marketing Manager
Jan 2014 – Aug 2017

• Strategic Planning: Directed marketing budgets, reporting, and vendor management.
• CRM & Reporting: Led Microsoft Dynamics CRM adoption and created executive reporting on revenue, pipeline, and KPIs.
• Training & Enablement: Documented processes and developed sales training programs.
• Marketing: Managed content, events, advertising campaigns, and reseller co-branded programs.
• Key Accomplishments:
  • Developed sales training and reporting programs to improve conversion.
  • Led successful CRM migration and adoption across departments.
  • Launched two new company websites.

Sales & Marketing Coordinator | Aliso Viejo, CA

Apr 2014 – Feb 2015

• Operations: Shared responsibilities of the Marketing Director and Director of Western Operations.
• CRM & Training: Managed Microsoft Dynamics CRM implementation, documented training procedures, and supported organizational adoption.
• Marketing: Oversaw digital/social campaigns, copywriting, website updates, and email marketing. Managed advertising across LinkedIn, Facebook, Yelp, and Google Ads.
• Sales Support: Performed client correspondence, contract review, and broker relationship management.
• Key Accomplishments:
  • Created metric-based reporting for advertising ROI.
  • Developed sales reporting analytics for executive pricing and positioning decisions.

Fine Point Agency | Anchorage, AK

Account Manager
Sep 2012 – Dec 2013

• Business Development: Built client relationships, proposals, and campaign execution.
• Marketing: Managed campaigns across Facebook, Pandora, LinkedIn, and Google Ads.
• Operations: Restructured and documented internal client recruitment processes.
• Key Accomplishments:
  
  • Designed incentive and training programs for account executives.
  • Streamlined client proposals and reporting processes.

Minute Maids Cleaning | Anchorage, AK

Owner
Jun 2009 – Dec 2013

• Founded and operated residential cleaning business. Managed all aspects of sales, accounting, financial management, advertising, and client services.
• Key Accomplishments:
  • Grew customer base through direct sales and relationship management.
  • Built and sustained multi-year client contracts.

Education

University of Alaska Anchorage — B.A. Marketing & Management, Cum Laude
Chancellor’s List, UA Scholars Recipient