Professional Background

FORWARD AIR/ VP MARKETING (2021 TO PRESENT)

Forward Air is a leading asset-light provider of transportation services across the United States and Canada. Forward provides expedited less-than-truckload services, including local pick-up and delivery, shipment consolidation/deconsolidation, warehousing, and customs brokerage, utilizing a comprehensive national network of terminals. In addition to offering final mile services, including delivery of heavy-bulky freight; truckload brokerage services, including dedicated fleet services; and intermodal, first-and last-mile, high-value drayage services, both to and from seaports and railheads, dedicated contract and Container Freight Station warehouse and handling services. More than a transportation company. Forward is a single resource for shipping needs.

• Led department-wide execution of customer acquisition/retention marketing, branding, corporate communication, media relations, investor relationships, and sales support initiatives. Identified preferred TAM priorities. Implemented a Go-to-Marketing strategic plan.

• Assembled a marketing team and established a new integrated marketing and corporate communications brand, contributing to an 18% increase in social media shares and a decrease in website bounce rate by 32%

• Increased sales by 63% and generated a 53% increase in qualified leads through targeted marketing strategies, including PPC, LinkedIn, ABM, and emails

• By onboarding project management and digital management tools, we streamlined processes and expanded efficiencies, with an adoption rate of 22% within the first 3 months of tenure

• Led the development of a customer-facing website that included online quoting functionalities that generated a value of $4M in online quote requests within the first 8 months

• Closed 51 contracts in 1 year, valued at $3.9M, by launching an integrated lead generation program

• Developed and implemented Change Management Communication Playbook supporting 3 M&AS to align, streamline, and energize both internal and external audiences

Kenco is the largest woman-owned third-party logistics (3PL) company in the United States. Kenco provides integrated logistics solutions that include distribution, eCommerce fulfillment, comprehensive transportation management services, material handling equipment services, engineering and innovation consulting, and information technology—all engineered for Operational Excellence. For over 70 years, Kenco has built customer relationships that span decades.

• Developed, implemented, managed, and optimized symbiotic, cohesive inbound and outbound marketing programs. Led and supported various strategic planning and D&I programs, including Women ERG, Strategy Coalition and Consumer Insight teams, and Leadership Development Class of 2020.

• Strengthened brand identity and positioning through internal client partnerships to define objectives and translate them into strategic marketing programs that deliver solutions that drive awareness and sales, achieving an 18% YoY increase in social media engagement, 16% YoY increase in blog post views, and 78% increase in awards

• Analyzed performance metrics to launch an in-house lead generation department supported by integrated marketing initiatives that generated 10% of the sales pipeline in the first year

• Directed marketing and lead generation initiatives that drove YoY performance in all programs

Check Into Cash/ Jones Management - Director, Digital Marketing (2014 to 2019)

Check Into Cash (CIC) is a national leader in direct lending, providing customers with affordable, short-term, small-dollar credit solutions. CIC provides Payday Advances, In-Store Cash Advances, Online Payday Loans, Title Loans, Title Pawns, Check Cashing, Western Union®, walk-in Bill Pay, and reloadable prepaid U.S. Money Cards among other products nationwide.

Strategically guided and directed delivery of performance-driven framework of marketing campaigns, from concept, design, customer journey, implementation/launch, and optimization platforms. Managed multi-million dollar budget and forecasting and presented progress updates to C-suite leadership on a monthly basis.

• Driven YoY revenue increased by 18% from media spending, which decreased by 22%, with a 51%  increase in revenue per media dollar

• By redesigning/restructuring CIC.com, we increased organic ranking for generic terms by 32% and decreased the bounce rate by 16%

• Hired, trained, and managed 2 independent marketing teams deploying affiliate, broadcast, development, design, email, PPC, OOH, SEO, compliance, unifying scopes, tactics, and messaging across traditional, retail, and digital platforms

• Directed testing, reporting, optimization, and analysis on media, mobile, and web performance to identify key opportunities

• Rolled out lead generation initiatives with 4 new partners and decreased the channel’s cost per acquisition by 16% YoY

AREA 203 Marketing - Director, Digital Media Department (2007 to 2014)

AREA203, digital advertising agency, offered a comprehensive range of digital marketing services, including strategic services, performance optimization, creative design and implementation, analytic, digital engagement, and emerging platform integration. AREA203's focused on building lasting relationships with clients that are geared towards growing their companies into industry leaders.

• Increased a financial client's customer transaction dollars by 199% and decreased
  CPA by 26% by implementing a B2C campaign using Affiliate Marketing, Click-To-Call, Content Marketing, Display, Email, Lead Generation, Partner Marketing, PPC, Re-targeting, SEO, and SMS.

• Implemented a not-for-profit campaign with Content Marketing, Display, Email, PPC, Re-targeting, Social Media, and SEO producing 1,400% increase in visitor traffic in 44 days. Recruited, trained, and led a group of 50 employees onsite and remote to meet internal and client goals.

• Developed and delivered results-driven strategic frameworks for interactive marketing campaigns, website development, and e-commerce for B2B and B2C projects.

• Increased revenue by 25% by executing multi channel campaigns including Affiliate,
  Compliance, Content, Display, Email, Lead Gen, Partnership, PPC, SEO, and Social
  Media and focusing on optimization and budget efficiency

Publisher - Chattanooga Style

Chattanooga Style was a local lifestyle and culture quarterly magazine. The magazine had a circulation of approximately 25,000. Published in Chattanooga, Tennessee, this magazine was a well-known consumer publication.

• Managed all operational aspects, supervised production, sales, creative and editorial departments.

• Involved in the development of media kits for franchise business and recruitment, and all aspects of operations

• Responsible for the creation and implementation of marketing strategy and publicity campaigns.