Director of Strategy - Ascent Outdoors, LLC (Miyar Adventures, Ascent Outdoors, Fisherman’s Marine & Outdoor, Tacoma Bike)
Seattle, WA — April 2022 - Sept 2024

• Optimized brand growth leading to an increase of 10% in average order value and 15% in return customer order values by aligning business strategies with the needs and preferences of personas.

• Implemented development strategies for 4 companies including research-driven marketing plans for email, SMS, and social media, customer journey improvements for web and Shopify eCommerce, and process optimizations via excel-based project management and cross-functional collaboration.

• Implemented 2 loyalty and rewards membership programs leading to an 8% ROI and 12% average increase in member spend by enrolling more than 7,000 customers with purchase-based incentives including 5% cash back, points redeemable on discounts, referral bonuses, and member-only early access to sales and events.

• Cultivated 4 high-performing teams by fostering a culture that centered employee expertise and establishing operational frameworks that prioritized team contributions and weekly progress reports. 

• Conducted research of company history, business goals, and key differentiators to co-develop with leadership a Mission/Vision/Values statement for Ascent Outdoors that heightened employee morale, involvement, and retention.

• Provided executive communications on behalf of leadership including documentation for business acquisitions, presentations at quarterly all-staff meetings, executive briefings, and internal company policies.

Manager, Marketing & Strategic Communications - Ascent Outdoors, LLC (Ascent Outdoors & Miyar Adventures)
Seattle, WA — October 2021 - April 2022

• Implemented digital marketing channels, creating funnels for 40% of eCommerce revenue and leading to 30% revenue growth, including email & SMS campaigns and automations, user-led returns and exchanges, and customer loyalty program.

• Optimized communications with A/B testing leading to 12% increase in email engagement, and 40% improvements in engagement with user flows and automations.

• Designed an updated suite of brand guidelines including logos, colorways, text treatments, and content styling and applied this branding to the creation of marketing materials including sale & event posters, email and SMS graphics, web banners, advertisements, and more using Adobe Photoshop and Illustrator.

• Improved onboarding efficiency by 20% and employee satisfaction by 50% through developing standardized processes for hiring, onboarding, communications, and HR support.

• Conducted website content audits and managed a team of 6 writers and developers to simplify site information architecture and generate user-centric content.

Operations Manager - Outsider Comics & Geek Boutique
Seattle, WA — July 2020 - October 2021

• Increased overall sales by 20% during the COVID-19 shutdown by hiring, training, and leading a team of 4 staff to create systems for touchless contact (curbside pickup, delivery), eCommerce (Shopify store with shipping), and other safety-focused customer experiences.

• Increased social media engagement by 250% through daily shop updates on Instagram/Facebook and newsletter subscriptions by more than 50% with monthly newsletters to subscribers featuring new products and recommendations.

• Doubled monthly subscriptions and increased operational efficiency 30% by implementing new subscription management program to support existing customers, promote new products, and enhance customer retention while streamlining operations.

• Successfully curated and merchandised the store to engage and inspire diverse, non-traditional comic store clientele, including the LGBTQIA community, BIPOC, and women, fostering an inclusive and welcoming shopping environment.

Firefighter/EMT - Various Departments
Kent, WA — September 2017 - May 2019

• Trained in critical firefighting and emergency medical skills to respond to high-stakes scenarios including search & rescue, fire suppression, medical emergency, and hazardous material incidents with a focus on teamwork, physical and mental acuity, and effective communication and problem solving.

• Assisted with primary fire attack and suppression, search-and-rescue, HazMat operations, and emergency medical assistance, providing safe and timely emergency response and compassionate patient care.

• Facilitated community support and education in fire prevention and health initiatives.

VP of Marketing - Get Hitched, Give Hope
Seattle, WA — January 2014 - January 2016
Senior Graphic Designer - Get Hitched, Give Hope
Seattle, WA — Jan 2009 - Dec 2016

• Raised more than $225k over 2 years for the beneficiaries of Get Hitched, Give Hope at 2014 and 2015 galas

• Supervised a team of 10 volunteers in promoting events and sponsors through online, earned, and traditional media following organizational timelines and budgets leading to 10% increase in partnerships and 25% increase in average donations.

• Designed, wrote, and published a wide range of brand and theme-consistent promotional and press materials across digital and print platforms, leading to amplified visibility in local media and sold-out ticket sales.

Founder, Lead Photographer - Persimmon Images
Seattle, WA — August 2009 - December 2015

• Established and maintained a boutique photography brand that prioritized impactful storytelling and sales through client education to create a premium experience.

• Managed end-to-end user experiences, including advertising and social media marketing, content creation, client education, sales, and product design, delivering stylized digital images, prints, albums, and wall art that catered to the unique needs and preferences of each client.

• Cultivated a base of more than 150 satisfied clients over 6 years through B2C marketing channels, advertising, and events, leading to 15% repeat customers and 10% word-of-mouth referrals.

Marketing Communications Specialist - Serials Solutions/ProQuest
Seattle, WA — October 2006 - February 2010

• Crafted compelling copy and visual designs for marketing collateral, press releases, case studies, and more than 50 Request-for-Proposal responses, employing user-centered language to convey complex technical concepts in an accessible manner.

• Directed website content development, maintenance, and update process to consistently enhance the experience of new and returning users.

• Supported sales staff at industry events to engage with potential clients effectively and increase widespread adoption of software at more than 2,000 libraries worldwide.

Client Strategist - SEOMoz (Moz)
Seattle, WA — November 2005 - August 2006

• Developed and executed strategies for clients, including conducting site reports with a strong analysis of usability, accessibility, design, taxonomy, and public relations to provide actionable SEO & SEM recommendations that led to 1st page visibility in search engine results and positive reputation management.

• Optimized user experiences across various digital platforms, driving user engagement and satisfaction.