Sectors I've Supported
Early Years & The Start of Digital
I grew up in Michigan’s Upper Peninsula and studied Music Education at Western Michigan University. My career began when I moved to New York City and landed at Tommy Boy Records—the iconic indie hip-hop label where creative risk-taking was part of the job description. As Lifestyle Sales & Digital Marketing Manager, I supported high-profile soundtracks for Queer as Folk and The L Word, along with album releases from Bob Sinclar, Kristine W, Manny Lehman, and Tony Moran, developing early digital ecosystems that helped convert fan engagement into momentum that mattered. From there, I joined YouCast Corp (later SocialChorus), one of the first pure-play social media firms, leading digital strategy for global artists including Britney Spears, Justin Timberlake, P!nk, Trey Songz, and T-Pain.
Those early years shaped everything that came after: the blend of creative storytelling, digital behavior, and performance analytics became the through-line of my career.
Those early years shaped everything that came after: the blend of creative storytelling, digital behavior, and performance analytics became the through-line of my career.
Agency Years
My next chapter took me deeper into agency life at Big Fuel Communications, where I produced social content and digital activations for Chevrolet, Starwood Hotels, Buick, and T-Mobile. The work spanned music, sports, entertainment, and large-scale sponsorships—including activations for Country Music Association, Billboard, SXSW, Glee, Major League Baseball, and NCAA.
I also helped pioneer Buick’s first LGBT influencer activations, transforming niche engagements into measurable outcomes and setting the stage for expanded commitments in that space.
Brand-Side Leadership
- I shifted to the brand-side in 2012, overseeing social media for The Vitamin Shoppe and later leading social strategy for Puritan’s Pride at The Nature’s Bounty Company. During these years, my work evolved from community-building into genuine performance marketing—turning content, audiences, and investment into predictable revenue engines.
- Across both roles, I:
- Grew audiences to more than 2 million followers
- Increased social reach by 547%
- Managed $1M+ annual paid social budgets
- Oversaw the publication of 6,000+ content pieces per year
- Built and led an influencer network of 100+ ambassadors generating 52M in earned reach
Executive Strategy & Integrated Performance
As Vice President of Social Media Strategy & Performance at Hero Collective, I led integrated social media programs for Owens Corning, Shell, Mattel, and Johnson & Johnson. The work spanned creative development, paid media planning, analytics, and full-funnel design—helping clients navigate platform shifts, audience behavior, and the evolving relationship between creative ideas and measurable outcomes.
I managed multimillion-dollar budgets, guided cross-functional teams, and acted as a subject matter expert on social strategy for some of the world’s most recognizable brands. It was a role that fused everything I’d learned across agency, brand, and early digital—where creative instincts and data discipline held equal weight.
I managed multimillion-dollar budgets, guided cross-functional teams, and acted as a subject matter expert on social strategy for some of the world’s most recognizable brands. It was a role that fused everything I’d learned across agency, brand, and early digital—where creative instincts and data discipline held equal weight.
Today
Today, I bring that mix of creative vision and performance rigor to my freelance partnerships—helping brands, agencies, and growing businesses run paid social with confidence.
I now partner with brands and agencies that value senior-level expertise without the overhead—providing clarity, structure, and performance strategy where it drives the greatest impact.
Beyond the Work
Career Timeline
2025
Em Dash Marketing
Principal2018-2025
Hero Collective
Vice President, Social Media Strategy & Performance2013-2018
The Nature's Bounty Company
Senior Manager, Social Media2012-2013
The Vitamin Shoppe
Senior Manager, Social Media2010-2012
Big Fuel Communications
Manager, Social Media2007-2010
SocialChorus
Director, Brand & Artist Development2005-2007
Tommy Boy Records
Manager, Lifestyle & Digital Marketing