Work Experience

Firefly Partners (6/2020 – Present)

Sr. Strategist – Digital Experience

I specialize in driving personalized digital experiences by aligning business goals with digital audiences and defining KPIs across funnel stages. I assess and optimize how marketing technologies work together, identifying gaps, inefficiencies, and opportunities for platform consolidation. My expertise in email marketing focuses on personalization, segmentation, and automation—setting up marketing systems to deliver tailored content and user experiences. A key part of my work is manipulating website structures, leveraging technical SEO, content hierarchy, and UX principles to create personalized, engaging experiences that drive user interaction. I also lead cross-channel personalization and engagement strategies for web, apps, email, and SMS, utilizing platforms like HubSpot, Salesforce Marketing Cloud, and WordPress. This work includes both large-scale system optimizations and smaller, iterative improvements like conversion testing.

Project Strategist

As the visionary and strategic captain of engagements, I led cross-functional teams to ensure that project outcomes aligned with stakeholder needs and business goals—delivered on time, within budget, and leveraging available resources. I directed the strategic approach for key initiatives, ensuring a focus on user-centric experiences that drive ROI.

Notable achievements include the delivery of multiple CMS launches, new product launches, martech optimizations, digital ecosystem analysis & enhancements, and more. You can read about a favorite product launch featuring bi-lateral sync between WordPress & Salesforce supporting an user environment.

I led a diverse range of projects, from custom WordPress design and development to full-funnel marketing plans and platform development, ensuring seamless execution across varying project complexities. Throughout all my projects, I championed UX and accessibility best practices, crafting engaging, inclusive experiences that not only met user expectations but also drove measurable business results. I played a pivotal role in client retention, with the majority of my portfolio renewing year over year, and one priority client even tripling their account size. I managed over 50% of the firm’s revenue-generating projects, achieving an average profitability of 55% per project.

Digital Marketing Coordinator

Developed data-driven marketing strategies to clients with a focus in lead generation and activation.

Prism Health North Texas (2/2016 – 7/2019)

I joined the company in 2016 passionate about healthcare delivery to marginalized communities. I joined the company on the eve of expansion and participated in the launch from a marketing and patient-care lens for 2 new physical care locations, new client services lines, a rebranding, and a new patient pharmacy. Project management and understanding the strategy from CEO vision to care deployment propelled my multiple promotions and the successful company growth.