Education & Experience

The University of Texas at Austin • Bachelor of Business Administration - Marketing • Graduation: May 2012

Sportle

Was responsible for all user acquisition and retention efforts at Sportle, a venture-backed digital media startup
Generated a monthly average of 230k pageviews on web since launch; peaked inside the top 10 sports on iOS
Tested paid channels - Facebook, Instagram, YouTube, mobile ad networks
Built regression models in R to look at factors that affected key KPIs, like time watched / month
Utilized SQL to segment users, and crafted autoresponders / one-off campaigns to improve retention
Hired and managed a small team that assisted with digital marketing

Founded a menswear brand as a hobbyist project and learning exercise
Went from zero to 1000+ customers in 30+ countries in the first 12 months, with $54k in rev
Grew social accounts (Instagram, Twitter, and Tumblr) to 57k+ combined followers
A/B tested paid ads on Facebook, GDN, Twitter, reddit and retargeting on Adroll / Perfect Audience
Built a custom attribution model in GA to better understand ROI / valuation of marketing channels

Started a digital marketing consultancy, with a focus on user acquisition
Worked with 30+ companies to determine key metrics (CAC, churn, LTV) across various acquisition channels
Tested and scaled paid marketing campaigns (Facebook, retargeting, influencer marketing)
Created and A/B tested landing pages using Unbounce and Optimizely
Helped brands implement advanced analytics tools (Mixpanel, Kissmetrics, Segment) to get granular user insights

MARKETING: Organic Acquisition, Paid Acquisition (Facebook, Adwords, Mobile, Retargeting), A/B Testing, Email Marketing

DATA: Excel, SQL, R, Google Analytics, Mixpanel, Kissmetrics, Segment

OTHER: Adobe Photoshop