As the Growth Marketing lead for venture-backed neurotechnology startup Elemind, I was responsible for building and scaling the company's performance marketing function during a critical commercialization phase. I developed the customer acquisition strategy, managed paid media across Meta, Google, Reddit, CTV, and emerging channels, and built AI-powered reporting and attribution dashboards that enabled leadership to make faster, data-driven investment decisions. Working closely with product, ecommerce, creative, and executive leadership, I optimized the customer journey based on consumer research and full-funnel analytics. Through ongoing experimentation and conversion optimization, we improved blended customer acquisition costs by approximately 30% while increasing revenue by more than 50% month-over-month during key growth periods. The work established a scalable growth foundation and significantly improved marketing efficiency as the company prepared for its next phase of expansion.

At Madison Reed, I led integrated performance marketing initiatives for one of the fastest-growing omnichannel beauty brands in the country, overseeing more than $25 million in annual media investment. I partnered across ecommerce, CRM, finance, retail, analytics, merchandising, and creative teams to develop customer acquisition strategies that balanced online growth with the expansion of Hair Color Bar retail locations. I modernized measurement frameworks, improved forecasting processes, and optimized channel investment across paid search, paid social, video, and emerging platforms. Through continual testing, audience segmentation, and creative optimization, the team reduced ecommerce customer acquisition costs by more than 30% while helping drive sustained revenue growth and stronger marketing efficiency across both digital and retail channels.

At Sling TV, I led paid social strategy during a period of rapid subscriber growth and increasing competition in the streaming industry. I was responsible for strategy, planning, execution, measurement, and optimization across a multimillion-dollar media budget while partnering closely with product marketing, analytics, CRM, creative, and executive leadership. I redesigned audience segmentation strategies, implemented more sophisticated testing frameworks, and helped bring media buying in-house, improving both agility and financial efficiency. I also developed executive reporting and performance dashboards that connected marketing investment to business outcomes. These initiatives reduced customer acquisition costs by more than 40%, improved marketing effectiveness, and generated approximately $1 million in annual savings through operational efficiencies.