Manager, Paid Media & Direct Marketing

Mercury Fiber | Mission, KS | Aug 2022 – Present

• Lead integrated marketing planning, execution, and optimization across paid search, paid social, YouTube, OTT/CTV, display, television, radio, out-of-home, email, and direct mail.

• Manage more than $2M in annual advertising spend plus approximately $800K in direct marketing investments, allocating budgets across channels, markets, audiences, and campaigns based on business priorities and performance.
• Develop market-level acquisition plans that connect audience strategy, messaging, media mix, campaign timing, service availability, and customer lifecycle stage.

• Partner with external agencies and vendors on media planning, buying, activation, creative execution, reporting, optimization, and performance expectations.

• Analyze campaign performance, lead generation, response data, attribution, and ROI to identify optimization opportunities and inform future marketing strategy and investment.

• Develop and execute targeted direct-mail and email campaigns supporting customer acquisition, service availability, upgrades, referrals, and lifecycle communications.

• Use Power BI dashboards, campaign trackers, customer and operational data, and marketing performance reporting to guide campaign decisions and audience targeting.

• Collaborate across leadership, sales, creative, analytics, and operational teams to align marketing activity with business priorities and customer needs.
• Develop integrated tower acquisition strategy with operations and field sales, coordinating direct mail, OTT, and Meta video; 60% of targeted towers reached break-even three to four months after completion.
• Mercury Fiber Marketing Portfolio

Vice President / Principal Consultant

SK Consulting | Overland Park, KS | Mar 2015 – Oct 2022

• Served as lead marketing strategist and client advisor for more than 50 businesses, startups, and nonprofits, translating organizational objectives into practical marketing plans.
• Managed client relationships from discovery and planning through campaign delivery, reporting, and ongoing recommendations, coordinating budgets, vendors, and project timelines.
• Developed integrated campaigns spanning paid media, email, social, websites, print, publicity, partnerships, and events to build awareness and encourage audience response.
• Built websites and developed brand identities, advertising copy, print collateral, email content, and video, maintaining consistent messaging across audience touchpoints.
• Supported approximately ten annual KCFAA events through coordinated marketing and creative; produced the organization’s two-hour virtual Gala and premiered it on YouTube Live.
• Helped restore the Jazz in the Woods brand through web, social, broadcast, publicity, and media partnerships; the campaign earned a 2017 Greater Kansas City BMA Fountain Award.
• Developed membership tiers and promotional materials, supported attendee and email capture, and used event surveys and campaign reports to guide audience development.
• SK Consulting Marketing Portfolio

Account Executive, KCFX-FM

Cumulus Media | Mission, KS | Apr 2014 – Mar 2015

• Conducted client discovery and developed customized advertising recommendations across radio, digital, print, sponsorships, and promotional opportunities.
• Applied Nielsen and Scarborough audience research to identify relevant demographic, behavioral, and customer segments for client campaigns.
• Used WideOrbit to develop proposals incorporating reach, frequency, and CPM; presented audience fit, investment options, and media recommendations to business owners.
• Built integrated sponsorship proposals connecting on-air exposure, digital placements, and on-site recognition with client awareness, location traffic, and promotional goals.
• Media Marketing Portfolio

Account Executive, WILX-TV

Grey Television | Lansing, MI | Nov 2008 – Jan 2012

• Developed television and digital campaigns for local and regional advertisers, coordinating client objectives, audience targeting, creative concepts, and production.
• Partnered with a hospital marketing director on a six-month campaign combining television, radio, newspaper, billboards, and recurring educational content.
• Created a television and web registration campaign that generated leads for client follow-up; the client reported dozens of resulting sales.
• Developed commercial concepts and scripts, shot and edited video, and voiced advertising content to translate client positioning into audience-focused creative.

Account Executive / Sales Marketing Specialist, KOMU-TV

University of Missouri | Columbia, MO | Dec 2005 – Aug 2008

• Developed integrated media, promotional, and sponsorship programs connecting broadcast exposure, digital participation, and community events.
• Created audience research presentations, competitive media comparisons, and sponsorship packages to support advertiser decisions and sales efforts.
• Created and executed a 12-week localized Biggest Loser promotion, coordinating sponsors, national brand guidelines, video production, web content, and television promotion.
• Created the CW Crew student ambassador program, defining promotional responsibilities and recruiting through campus activations to support station visibility and advertiser opportunities.

Director of Sales and Marketing

Mid-Missouri Mavericks Professional Baseball

Sales Representative

IKON Office Solutions

Production Coordinator / Sports Internet Coordinator

Learfield Sports

Program Director, WABJ-AM

Friends Communications