Work Experience

Nvent Creative

Co-Owner/CMP, Marketing Professional and Consultant

December 2022 - Present

  • Marketing consultant and creative director partnering together to provide expertise in strategic planning, brand positioning, end-to-end campaigns, digital advertising, social media, content creation, employee engagement, DEI, event management and creative design execution

Tradeshow Logic

VP, Marketing and Communications

June 2023 – October 2024

  • Developed and executed strategic marketing plans for key accounts to increase client/association sales revenue and grow audience participation for annual conferences

  • Built comprehensive RFPs to drive new business acquisition, showcasing strong analytical and communication skills to effectively engage potential clients and secure opportunities

  • Created all content development and visual design for email marketing campaigns, video marketing, outbound calling efforts, digital marketing, and sales materials

  • Analyzed KPIs from Explori exhibitor and attendee surveys to pivot strategy on future shows to grow revenue outcomes

  • Managed budgets and tracked expenses to ensure financial integrity of the marketing program, showing ROI from spend to make recommendations on future budget needs

Elavon/U.S. Bank

Overall October 2009 - December 2022

SVP, Head of North America Marketing

December 2019 - December 2022, Atlanta, GA  

  • Led a team of 9 top performing marketing and communications leaders and 52 overall individuals across digital, advertising, technology, lead generation, brand, events, product delivery, and customer communications, driving continued growth remaining flat to $25MM budget

  • Delivered a 200% increase in overall ROI, 195% increase in user traffic to .com sites and 10% online lead generation, after just one year in role

  • Re-allocated traditional marketing dollars to build a Martech stack from the ground up, implementing new Marketing Cloud functionality, Pardot, Aprimo and Datorama software

  • Established a net new multicultural marketing/diverse segments function, resulting in: 20,000 potential new minority owned customers in Southeast markets, 10 non-philanthropic; marketing-led ethnic and specialty partnerships, onboarding one of the only 2 certified black-owned agencies to help us drive strategy and execution in the AA and LGBTQ segments

  • Developed new customer welcome journeys shaving off three days speed to revenue and a 15% reduction in new customer call volume

  • Implemented reputation management campaign alongside customer management, resulting in a 5% increase in google ratings in four months

  • Built incident response playbook and status site alerting partners and customers of unplanned downtime or interruption in service real time, resulting in a significant decrease in customer care call volume and positive response on 2020 resiliency efforts

  • Launched first ever in house digital and social campaigns with ROIs averaging 250% across business lines

  • Achieved top scores in A11Y and Accessibility testing, accomplishing role model status across the Bank

  • Pivoted entire events strategy, producing best in class virtual events across the company and re-negotiated event contracts to save over $500K in potential cancellation losses

  • Delivered highest ever voice of employee survey results for marketing in 5 years, during a pandemic

VP, Head of North America Channel/Partner Marketing and Global Events

January 2018 – December 2019                                                 

  • Led a marketing and events team of 16, including hiring, training, career development, workloads, schedules and deadlines

  • Identified new growth opportunities in market and contributed to 65% of all new partners signed across the business line, resulting in a 50% increase YOY

  • Help develop and implement marketing and event plans, including promotional calendars and programs, new product introductions across business lines and solution driven campaigns

  • Managed an annual partner marketing and events budget of over $5MM and contributed over 20% attribution to IYNB across the North America business

  • Managed agency providers, consultants and suppliers, including contract negotiation and management

  • Promoted employee engagement, cross collaboration and sharing of best practices across the teams to encourage taking risks, positive attitudes, and efficient output

Senior Director of North America Channel Marketing – Indirect and Direct (Enterprise)

February 2016-January 2018                                                 

  • Strategized with executives to create marketing plans to determine yearly goals and objectives for our 3rd party sales channels (ISOs and Agent Banks), Enterprise, business partner/VARs and SCS groups who account for over 50% of the company’s overall revenue

  • Drove strategy, content and art direction (end-to-end) on all marketing campaigns

  • Oversaw events team (within marketing) to develop budget, content, theme, timelines and design deliverables for all events in North America

  • Developed targeted lead gen campaigns and thought leadership through digital/social, “blogs”, print/advertising and event marketing that leads to business development and increased profitability in North America. Tracked leads & ROI through salesforce

  • Led and launched full branding effort for Elavon’s Independent Agent program to revamp program and drive more business through the sales channel. Included brand guidelines, launch campaign/announcements, welcome kits, landing page and sales tool kits

Director of North America Channel Marketing – Indirect Relationships

November 2013-January 2016                                                  

  • Developed lead gen campaigns and out of the box marketing through digital, print/advertising and event marketing that led to a 200% increase in overall leads, brand awareness with ISOs across the U.S. and increased profitability in our North America indirect channels

  • Led strategy, content and art direction (end-to-end) for monthly and quarterly incentive programs, trade shows, corporate events, digital marketing and newsletters

  • Implemented social, direct/e-mail and ad campaigns for sales reps, doubling and tripling leads for individual sales managers YOY

  • Built and launched a partner portal for our MSPs to drive more product sales and improve retention

  • Led a year-long effort in EMV conversions in my channels, contributing to Elavon’s overall goal of 50% certifications by the end of 2015

  • Supported our top 15 MSPs with various marketing initiatives to help build their portfolios

Senior Marketing Manager – Trade Shows and Conferences

October 2009-November 2013                                            

  • Strategized with senior leaders to determine overall trade show and events goals annually

  • Planned all North America trade shows and corporate events for 5 – 300 attendees per event

  • Managed annual events budget of $1.3 million and leveraged over $100K in partner sponsorships a year

  • Built ROI program from the ground up for executive management

  • Managed all vendor and supplier relationships, also handled contracts and invoicing

  • Implemented channel marketing programs, promotional campaigns for our sales teams

Spoon Exhibit Services, Inc.

Account Manager

January 2008-October 2009, Atlanta, GA

  • Managed over 15 accounts daily while serving as the primary liaison between SPOON and its clients

  • Editor-In-Chief of SPOON’s quarterly newsletter

  • Initiated and executed all marketing concepts and creative execution for each project in a cost-effective manner

  • Contacted vendors to pull together estimates for all jobs $10K and under

  • Performed all pre-sale and post-sale duties to start and maintain key client relationships

The Clean Air Campaign, URS Corporation

Outreach Coordinator - The Clean Air Campaign Project

March 2005 – December 2007, Atlanta, GA

  • Coordinated employer promotional and educational events designed to influence behaviors leading to improved air quality and reduced traffic congestion throughout Georgia

  • Promoted and sold transportation incentive programs to over 100 corporate clients across Atlanta

  • Facilitated 5-6 new employee meetings a week with top level execs to promote Clean Air programs

  • Wrote winning entries for annual PACE awards

  • Active member of the employee activities committee to help coordinate company-wide events