Professional Experience

Marketing & Analytics Manager, April 2023 - Present, GE Appliances, Louisville, KY

• Drove performance for GE Appliances’ largest eCommerce account, Amazon, surpassing the 2025 GSB goal of $201.1M and delivering 13% GSB growth from 2023–2025, with focus on Filtration, Water Heaters, and Parts, under my management generating $101.3M toward the 2025 GSB goal

• Led cross-functional strategic planning and execution for Amazon across Filtration, Water Heaters, and Parts, delivering +13% Sell-To, and +28% unit growth from 2023–2025, while increasing the SKU portfolio by 12%

• Scale hero SKUs on Amazon, growing XWFE Sell-Thru by 65% (from $25.3M to $41.7M) and shipped units by 66% (677K → 1.12M), driving 14% growth in RPWFE Sell-Thru and units, and delivering 8% growth in MWF Sell-Thru and units, strengthening both high‑growth and mature segments within the filtration portfolio

• Drive double-digit growth in adjacent categories, including 48% YoY growth in Water Heater Sell-To in 2024 and 13% YoY growth in Home Filtration from 2023–2024, using Stackline and other analytics to inform content, promotion, and retail strategies

• Manage and optimize Amazon product catalog health (listings, variations, attributes, compliance) and content (titles, bullets, A+ content, images, brand stores) in Salsify to maximize discoverability, conversion, and consumer experience, informed by consumer insights, search trends, and Stackline-driven competitive analysis

• Partner cross-functionally to align catalog, content, promotions and operations with brand, category, and Amazon channel goals, ensuring inventory availability and profitable growth across Filtration, Water Heaters, and Parts

• Oversee a $7.5M search and DSP media budget with product teams, Amazon Ads, and an external agency, ensuring product readiness, content accuracy, and alignment between onsite content and paid campaigns

Creative & Production Manager, Feb 2022-Jan 2023, Creative Manager, Feb 2019 - Jan 2022, AJ Design Services, Amelia, OH

• Managed the design, production, and marketing of annual $20M in soft-line apparel across multiple eCommerce marketplaces including Amazon (US, CA & EU), Walmart, and Shopify

• Managed and maintained digital merchandising listings for a catalog of 5,000 skus on 3 digital marketplaces

• Created, implemented, and optimized product images, descriptions, keywords, videos, emails, and other collateral for company wide catalog of 500+ products across 8 different brands

• Directed content creation and managed day-to-day functionality for digital storefronts, rich and below-the-fold media, and all eCommerce creative needs

• Worked with cross-functional partners to manage an annual $1M advertising budget by analyzing weekly performance metrics and using data to inform future merchandising and promotional strategies

• Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance digital listings and marketing campaigns

• Considered business demands and customer preferences when developing and optimizing landing pages, navigation, and marketing plans

• Drove yearly production schedule by leading internal team of digital designers, extended third-party agencies, and overseas manufacturers

• Prepare detailed campaign reports and digital marketing strategies, communicating key findings to business owners

• Lead web development through troubleshooting technical issues and optimized websites for search engine optimization, performance, and accessibility

• Spearheaded strategic brand plans for multiple product lines to increase market share, brand awareness, and educate target audiences on product features, benefits and values

• Conducted market research and analyzed competitors to identify opportunities and maintain competitive edge

• Track competitors and suggest enhancements to both challenge and refine company’s product offerings. Review findings and new opportunities to drive business strategy at seasonal planning sessions

• Increased customer acquisition and ROI through continuous optimization, testing and experimenting with ad creative work, bid strategies, audience targeting and placements

• Employed web analytics to evaluate conversion rates and identify opportunities and key performance trends

• Measured and reported performance of all digital marketing campaigns and assessed against ROI and KPIs

• Lead quarterly recruiting, hiring, and coaching co-op personnel

Marketing & Communications Manager, Apr 2017-Jan 2019, Communications Coordinator, Apr 2017 - July 2017, Susan G. Komen Oregon & SW Washington, Portland, OR

• Led end-to-end marketing for 7+ community events annually, including design and production of all print and digital materials, while managing a co-op program and a robust volunteer base

• Spearheaded market research to identify branding opportunities, cement strategies and sustain loyal community base

• Cultivated strong corporate image and identity with clear branding

• Authored fresh and engaging press releases and prepared complete press kits

• Generated and negotiated local sponsorships with related and partnering entities to enhance marketing objectives

• Developed and promoted corporate brand, images and identity to media and public

• Increased brand awareness through creation of innovative print and digital production for local publications

• Maintained positive media and community relations to build strong partnerships

• Liaised with development and mission teams to develop social media promotion, email-based campaigns and other marketing programs

• Developed network relationships with industry professionals to enhance community awareness and promote services

Education

Master of Arts, Critical Theory & Creative Research, Pacific Northwest College of Art, Portland, OR, 2016

Bachelor of Arts, Art History, Criticism, & Conversation, Ball State University, Muncie, IN, 2015

Skills

Amazon Vendor Central, Brand Registry, Amazon Ads (Search & DSP), Cross-Functional Leadership, Adobe Creative Suite, Salsify, Stackline, Strategic Planning, Perpetua, Tableua, Writing, Attention to Detail, Advanced Microsoft