Every campaign I've built starts with a measurement framework — not as an afterthought, but as the foundation. If you can't define what success looks like before you launch, you can't learn from what happens after. I build analytics infrastructure first, then build campaigns on top of it.
I've managed omnichannel strategies across every major platform — paid search, social, programmatic, audio, OOH, email. The question I always start with isn't "where should we spend?" It's "where does our audience make decisions?" The budget follows that answer, not the other way around.
The best results I've produced came from teams that understood the why behind every decision — not just the what. I lead with context, delegate with confidence, and create environments where specialists can do their best work. Micromanagement is expensive; trust is scalable.
One of the largest food banks in the US, serving one in four people facing hunger across Santa Clara and San Mateo counties. I was promoted to Senior to lead the full digital marketing function.
Senior Digital Marketing Manager
Joined to establish the organization's first formal digital marketing function — building infrastructure, channels, and reporting from the ground up.
Digital Marketing Manager
Consulted independently for hospitality and small business clients across the Bay Area, developing digital strategy and creative assets.
Digital Marketing Strategist
A statewide governing body for youth soccer with 300+ member organizations. Promoted to lead marketing, registration systems, and data operations.
Manager — Marketing, Registration & Data Systems
Joined as the organization's first dedicated technology and operations administrator, modernizing infrastructure and enabling remote operations.
Administrator
An educational technology nonprofit introducing coding and robotics to underserved communities.
Project Coordinator
Managed IT services for small business accounts across Orange County.
IT Technician
A foundation in how humans think, organize, and make meaning — applied daily to how I build marketing strategy.
BA — Anthropology & Philosophy
Second Harvest serves one in six people facing hunger across Santa Clara and San Mateo counties. The challenge wasn't awareness — it was conversion. Turning compassion into donations at scale, across every screen, every channel, every season.
Analytics Infrastructure
Built a unified framework across GA4, GTM, and Meta Pixel — giving the organization its first clear view of the full donor journey from first impression to completed gift. Real optimization decisions mid-campaign, not post-mortem.
Paid Media Execution
Managed an omnichannel strategy across Google, Meta, TikTok, LinkedIn, programmatic, streaming audio, radio, and OOH — all laddering to a single revenue outcome. Peak fundraising season: 12:1 ROAS and $1M in attributed revenue.
Organic Growth
Through iterative SEO, AEO, and a disciplined content cadence, monthly organic sessions doubled from 11,000 to 23,000 without incremental paid investment. Editorial strategy and search intent — not volume — drove the result.
Behind every campaign was a family that needed a meal. That's not a talking point — it's what makes the data matter.
Marketing is, at its core, the study of humans. These essays explore philosophy, identity, and the world — the thinking that quietly shapes everything I build professionally.
Open to Director and VP of Marketing opportunities. If you're building something worth leading, I'd like to hear about it.
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