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