Work

National Brand Campaign

REI Co-op

Paid Media Specialist

Meta, TikTok, Snapchat, Pinterest, Reddit, Twitter/X

• 📈 Helped elevate overall REI brand awareness through first always-on campaign, leading to highest awareness levels since 2019
• 💰 Managed ~$2M paid social budget across Meta, TikTok, Snapchat, Pinterest, Reddit, Twitter/X with quarterly wrap reports on performance to help ongoing optimizations and learnings
• 🤝 While leading paid social campaign management, worked with agency on holistic tactical plan for the annual campaign

Fast-to-Market Campaign Workflow

Amazon Business

Paid Media Marketing Manager

Meta, LinkedIn, Amazon DSP

• ⚡ Built agile in-house campaign workflow enabling rapid creative testing, reducing launch times by 60% versus traditional agency briefing process
• 🌍 Managed 30+ campaigns across 9 countries in first 8 months
• 💰 Planned $3M+ in overall spend across Meta, LinkedIn, and Amazon DSP through fast-to-market campaigns

Influencer Strategy

REI Co-op + Amazon Business

Paid Media Marketing Manager

Meta, TikTok, X

• 🎯 Led REI paid social influencer strategy across Meta, TikTok, and X, building out best practice guidelines for creator content
• 📹 Drove highest view rates (~50%) across all social video content through platform-optimized creative
• 🇬🇧 For an Amazon Business UK Acquisition campaign, worked with an agency on procuring talent and developing content to drive registrations for the first time using influencers for the campaign

10-Year Anniversary Brand Campaign

Amazon Business

Paid Media Marketing Manager

• 🤝 Worked collaboratively with AB PR team to maximize campaign reach through paid social spend
• 🚀 Exceeded impression KPIs by over 100% with stronger-than-expected cost efficiency
• 🎉 Milestone brand awareness campaign celebrating Amazon Business's 10-year anniversary
• 💡 Led creative strategy and platform optimization across LinkedIn sponsored content

All campaign work shown represents projects completed during my time at Amazon and REI.