Results
What changed when I led marketing. Every figure below comes from a role I held, with the organization named.
Growing the largest adult hockey league in the Midwest
I’ve helped grow Hockey Finder into the largest adult hockey league in the Midwest. I lead the marketing strategy and the systems behind it: a CRM and account-based marketing program, email, organic social, and a website rebuilt for search and registrations, all supporting expansion into new markets.
The result is a highly engaged audience. More than half of recipients open the average email, and organic posts on Facebook and Instagram average 120,000 views a month.
Divisions offeredGrowth since 2023
+54%
PlayersGrowth since 2023
+47%
Email open rateWith a 5% click-through rate
53%
Monthly organic viewsAverage across Facebook and Instagram
120K
Website trafficAfter SEO and site optimization
+65%
Turning paid search into a lead engine
Leads were expensive and the sales team didn’t use the CRM. I rebuilt the Google Ads account around qualified leads, overhauled the CRM and simplified the sales process so reps would use it, audited the website and led its redesign for lead generation, and set the KPIs leadership now reports on.
Cost per qualified leadGoogle Ads
$1,200$300
Monthly MQLs and SQLsMarketing and sales qualified leads
+30%
More admissions for less ad spend
I ran digital strategy end to end: SEO standards, paid search, a content program with freelance writers, B2B and B2C email, social media, and the Salesforce rollout that tied it together. Year over year, the site grew in traffic, leads and conversion rate.
Admissions from paid searchWhile spend dropped 34%
+71%
Clients sourced onlineShare of all client acquisition
67%
Email subscribersYear over year
+36%
Organic growth across multiple brands
I built the SEO strategy and content plan across several e-commerce brands, launched email campaigns for every stage of the sales cycle, installed the CRM and started an employee advocacy program on social.
Organic trafficYear over year
+28%
Organic revenueYear over year
+21%
Organic average order valueYear over year
+38%
Leading digital for a national provider
As part of the executive marketing team, I led SEO, email, social, content production and web development with in-house, contract and freelance staff. I also built the reputation management and crisis communications plans.
Client acquisition and revenueDriven by the marketing team
40–50%
Email open rate, new brandClick-through rate 9–12%
20–30%
More of the work
- 2025 to presentDigital Design and Website Support, Tucker Center for Research on Girls and Women in Sport, University of MinnesotaMaintain and update coachingher.com, create website and social media graphics, manage all social media profiles, and deliver monthly reporting to key stakeholders.
- 2021 to 2022Chief Marketing Officer, The Ridge OhioLaunched a new website, fixed technical and on-page SEO, rebuilt the Google Business Profile and migrated call tracking so every call tied back to Google Analytics and Ads.
- 2020 to 2021Marketing Director, Evolve Treatment CentersWorked with data analysts to build a business intelligence platform that combined campaign, outreach and admissions data in Tableau. Salesforce administrator and trainer.
- 2022 to 2024Digital Marketing Consultant, NHLPACreated the organic social strategy, content calendar and thought leadership articles for the Female Hockey Advisory Committee.
- 2004 to 2010Sr. Manager, Corporate Internet Marketing, CRC Health Group (now Acadia Healthcare)Set company-wide SEO standards and published targeted content across a network of more than 300 websites.
Tell me where marketing is stuck.
Share your goals and what’s getting in the way. I’ll reply within one business day with what I’d look at first.