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It was during my ‘Analysis of the Moving Picture’ class at Quinnipiac University, when Professor Abbott first taught me the concept of “visual literacy,” that I discovered the key ingredients to engaging an audience; building the right content for the right target and delivering it in the right place at the right time. Done well, you’re given the ability to invoke the exact response you’re soliciting.
Fascinated by the concept, and the vast opportunity afforded by the digital landscape, I moved to New York and launched my career. I first focused on production editing, helping a wide variety of Fortune 500 brands tell their stories to their target audiences. From there, I turned my attention to mastering the art of content delivery in the digital world. Working for several years in everything from ad trafficking and operations, to product marketing and management, I’ve spent the better part of my career understanding how to pinpoint users through data and technology to deliver meaningful messages to drive a desired response. In doing so, I successfully built, from conception to completion, a 10 million dollar-a-year business unit comprised of multiple product lines and reliant on the coordination of dozens of individuals across multiple internal departments and a variety of third party vendors.
After nearly eight years in the B2B online marketing world and with native Spanish fluency, I moved to Barcelona, Spain to pursue my MBA with a specialization in International Marketing. Working with other graduate students from different backgrounds and a variety of cultures really impacted my personal and professional perspective. I was also fortunate enough to travel extensively during these two years and I believe that has greatly contributed to my skills and education.
With an established foundation in online media and publishing, and a recent MBA with high honors from EU Business School, I’m eager to further grow and refine my business and marketing skills. Finding a way to combine my analytical drive with my creative bent is something I know will lead to a fulfilling career I can be passionate about.
Director of Data & Custom Ad Solutions | TechTarget | Newton, MA | Jan 2014 – Jan 2017
• Develop & manage all data-driven & programmatic ad products
• Oversight of 9 products & 300+ campaigns across 100+ clients
• Outline all domestic & international product specifications
• Revenue & expense reporting & projections
• Define segmentation strategies based on 1st & 3rd party data
• Campaign health monitoring (60+ campaigns at a time)
• Direct client communications to inform product enhancements
• Continuous market analysis & competitive assessment
• Responsible for all reporting, analysis & modeling
• Collaborate with marketing on positioning & GTM strategies
• Work with sales management on all enablement & training
• Oversee ad operations & inventory management strategies
• All partner management & enablement
Performance Highlights
- 12% revenue growth in 2015
- 288% to goal in 2014
Director of Product Strategy| TechTarget | Newton, MA | Dec 2011 - Dec 2013
- Create, manage & market all B2C solutions (TechnologyGuide)
- Define all pricing strategies, product packaging & sales training
- Manage all affiliate relationships (i.e. ComScore, Datapoint, etc.)
- Oversight of all website & online community sponsored programs
- Social media management & promotion
- Promoted from Product Manager to Director in 1.5 years
Account Executive (TechnologyGuide)| TechTarget | Newton, MA | Apr 2011 - Dec 2011
- Field all inbound proposal & client requests
- Assess inventory to develop integrated recommendations
- Assist field sales in all proposal development & presentations
- Oversee campaign set-up, delivery & fulfillment
- Optimize for performance to ensure revenue recognition
Online Advertising Campaign Manager| TechTarget | Newton, MA | Aug 2009 - Apr 2011
- Process, setup & manage all campaigns within a defined territory
- Work with clients to collect & traffic all campaign deliverables
- Monitor & proactively optimize campaigns as necessary
- Revenue management & forecasting for finance teams
- 2010 Customer Service Award Recipient
- Traffic ad banners & custom products through DFP
- QA all trafficked banners & optimize for delivery
- Promoted from Trafficking Specialist in 6 months
Production Editor | VMS of America | New York, NY | Aug 2008 - Jul 2009
- Create & edit video reels for Fortune 500 brands