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Project Work
Professional Summary
As a Senior Strategist with 5+ years of experience in eCommerce, data analysis, and A/B testing, I’m passionate about using data to drive meaningful growth. I specialize in optimizing customer journeys, boosting revenue, and enhancing client retention with a keen focus on actionable insights. My career has allowed me to collaborate with talented teams and work closely with C-Suite executives to develop strategies that align with business goals and deliver measurable success.
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In my role at Acadia, I’ve led high-impact projects that increased client retention by 300% and drove a 30% average revenue growth across my portfolio. From analyzing over 1,000 A/B tests to facilitating data storytelling workshops, I’ve built a reputation for using data to tell compelling stories and drive decision-making. My approach blends creativity, analytics, and psychology to optimize customer experiences, and I’ve been fortunate to mentor and lead teams that thrive in fast-paced, innovative environments.
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Before Acadia, I had the opportunity to develop marketing strategies at organizations like 2U and the National Academy of Sports Medicine, where I helped generate over $30 million in revenue and improved lead generation processes. These experiences solidified my belief that understanding consumer psychology is the key to building connections between brands and their audiences.
Skills & Certifications
Skills
Marketing Strategy
A/B Testing
Communication
Brand Marketing
Account Management
eCommerce Strategy
Competitor Analysis
Data Analysis & Reporting
Lead Generation
Product Marketing
Go-to-Market Strategy
Customer Journey Mapping
Organization Skills
Presentation Skills
Data Storytelling
Technical Knowledge
Google Analytics (GA4)
Figma
Shopify
HubSpot
Microsoft Clarity
Hotjar
Lucky Orange
Microsoft Office Suite
Canva
Monetate
VWO
Convert
Dynamic Yield
SEMRush
Audiense
HTML/CSS
Wrike
Jira
Slack
Zoom
Google Drive Suite
Certifications
Google Ads Certification
Microsoft Office Excel Certification
Google Analytics Certification
Work Experience
October 2022 - Present | Remote
Acadia
Lead Senior Strategist, CRO
Acadia is a full-service digital marketing agency serving mid-market clients, recognized as Ad Age's Performance Marketing Agency of the Year, with a mission to drive growth, create connections, and foster opportunities for the communities it serves. Acadia acquired Splittesting.com in 2023, which originally consisted of the Conversion Rate Optimization team.
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As a Lead Senior Strategist for the CRO team reporting to the Department Head of CRO, I lead a team of 3+ strategists managing 13+ client accounts, and drive eCommerce strategy through innovative A/B testing, data analysis, and strategic consulting. In 2024, I was awarded Acadia's 2024 "Can Do" Core Value Award, nominated by co-workers and selected by C-Suite executives for representing values of helping clients and co-workers reach their fullest potential.
I've spearheaded numerous high-impact projects such as:
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New Purchase Funnels (ie: Create Your Own Bundle Builder)
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Introducing Subscription Product Business Models
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Full Web Redesigns
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Client Full Rebrands
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New Product Launches
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Refreshed Content & Full Page UX/UI
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Current / Former Clients: European Wax Center, Magic Spoon, 2UNDR, Boba Tea Protein, Cove, Magic Mind, Mila (XCJ), Nuts.com, Portland Leather Goods, TOCA Soccer, Kitsch
February 2022 - September 2022 | Remote
2U / edX
Brand Marketing Strategist
​2U partners with leading universities around the world to offer high-quality online education, connecting millions of learners worldwide with a diverse program range extending to full degrees. 2U acquired edX in 2021.
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​As a Brand Strategist at 2U, I generated over $30M in revenue by developing data-driven, customer-focused marketing strategies that drove student enrollment for six graduate degree programs. I served as the marketing lead for university stakeholders, aligning growth objectives and optimizing prospect funnel performance across 10+ marketing channels.
November 2020 - February 2022 | Remote
National Academy of Sports Medicine (NASM)
Digital Marketing Strategist (Promoted from Digital Marketing Project Coordinator)
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NASM has empowered fitness professionals worldwide by providing evidence-based certifications and advanced specializations, aiming to improve health and wellness through scientifically sound practices.
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As a Digital Marketing Strategist, I led key initiatives that drove significant business growth and enhanced marketing efficiency. I pioneered competitive analysis across multiple digital channels, introduced a new social media listening tool to refine audience targeting and product messaging, and managed over 50 digital marketing A/B tests monthly, contributing to a 98% YoY revenue increase for email campaigns and substantial improvements in ROAS for paid media.
Education
August 2020 | Gainesville, FL
University of Florida, Warrington College of Business
Master of International Business ​
Graduate Certificate in Tourism and Hospitality Business Management
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Global Immersion Experience in Berlin, Germany
May 2020 | Gainesville, FL
University of Florida
Bachelor of Science in Business Administration, Marketing​
Bachelor of Science in Psychology ​​
Dean's Honors List | Graduated Cum Laude Honors
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Organizations: Sigma Kappa Sorority (VP of Finance)
July 2019 - August 2019 | Sorrento, Italy
Sant'Anna Institute
UF in Sorrento - Mediterranean Culture & Internships
Contact Me
A Data-Driven Marketing Strategist
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