Work + Projects
As a marketing manager, I’ve had the unique advantage of working across every corner of the marketing landscape. From high-level strategy to hands-on execution, I’ve led projects that span content creation, influencer/affiliate marketing, SEO, automation, analytics, branding, event management, email marketing, paid ads, PR, strategic sponsorships, and more.
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What sets my experience apart is that I haven’t just advised on campaigns—I’ve built them. I’ve been the strategist mapping the vision and the executor making it happen. Whether launching a new product, scaling a local service, or developing full-funnel lead gen systems, each project showcases my ability to think big, move fast, and deliver results.
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Below are just a few of the projects I’ve had the opportunity to lead, create, and bring to life.
Neuropeak Pro: Influencer Partnerships
Amplifying Client Voices
I led an internal initiative to drive organizational change through enhanced influencer partnerships. Identifying an opportunity to better leverage high-profile client testimonials, we redrafted our NIL agreements to include updated terms that added value for both the client and the brand.
This initiative required close collaboration with business development, client engagement, and social media teams to align rollout strategy and execution. The result? Stronger influencer relationships, expanded reach on social media, and a valuable boost to our content library.
Neuropeak Pro: Strategic Product Expansion
NTEL BELT Certification Course Creation
To support brand growth and expand our product line, I led the development of the Neuropeak Pro NTEL BELT Certification Course—a strategic initiative designed to equip health and wellness professionals with the tools to offer our product directly to their clients.
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Working closely with the service team, I built the course curriculum from the ground up, ensuring it was both scientifically sound and practitioner-friendly. The program allowed certified professionals to integrate the NTEL BELT into their existing services, turning them into brand ambassadors and creating a new channel for distribution.
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This initiative not only elevated the credibility of our product in the performance wellness space, but also positioned Neuropeak Pro as a trusted partner for practitioners nationwide.
Brand's Best Friend: Marketing Operations
CRM & Prospect Pipeline
When I joined the team, there was no system in place to track B2B prospects, pipeline stages, or client communications. I led the end-to-end implementation of a CRM solution, from researching the right platform to building a custom workflow.
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The CRM now tracks the full buyer journey, including leads, engagement, proposals, conversions, and email activity. In parallel, I streamlined the proposal process by creating a branded, templated system that improved both efficiency and presentation. This elevated the prospect experience and saving time for the team.
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This marketing operations initiative laid the foundation for scalable growth, clearer reporting, and a more professional sales process.​
Brand's Best Friend: B2B Social Media
LinkedIn Social Media Management
To elevate brand visibility and attract prospective clients, I developed and executed a LinkedIn content strategy rooted in consistent storytelling, thought leadership, and industry insights. My goal was to build community and trust—not just followers.
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Over the course of a year, I grew our LinkedIn following by 189%—from 650 to 1,880—through targeted, high-value content aligned with our brand voice and client interests. This effort directly led to multiple inbound inquiries (3+ through the platform itself) and became a recurring reference point in sales conversations, all without paid ads.
Sweep LLC: Content Creation
Facebook & Instagram Management
I led the social media strategy and content execution for a professional cleaning service app based in West Michigan, managing both Instagram and Facebook with a focus on local brand growth, audience engagement, and lead generation.
Over the course of six months, total organic reach grew from just 686 in February to over 66,000 by June. Follower growth remained consistent month-over-month, with 175 new followers added across both platforms. By establishing a consistent content rhythm and clear brand voice, I was able to connect with the local audience in a way that felt authentic and community-driven.
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This work supported broader marketing campaigns, drove increased visibility, and helped establish the business as a trusted, top-rated cleaning service in the West Michigan area.
Grilla Grills: Community Management
Facebook Group Community Management
I helped manage and moderate the brand’s private Facebook community—an active, loyal group of BBQ enthusiasts. This organic space served as a hub for product announcements, recipe inspiration, grilling tips, and user-generated content. I contributed to day-to-day engagement by responding to posts, commenting on BBQ photos, recommending recipes, and gathering feedback to share with the broader team.
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During my time managing the group, we saw steady growth and deeper community connection. By actively fostering conversation and amplifying the voice of our customers, we strengthened brand loyalty and positioned the group as a valuable extension of the Grilla Grills experience.
Neuropeak Pro: Content Operations Management
Kirk Cousins + Morgan Pressel Content Shoot
As part of our influencer partnerships with Kirk Cousins and Morgan Pressel, I played a key role in coordinating a full-day content shoot to support brand storytelling and promotional efforts. This involved sourcing a credible videographer and editor, building a detailed shoot schedule, drafting interview questions, and managing behind-the-scenes social content to capture authentic moments throughout the day.
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On-site, I ensured everything ran smoothly—overseeing logistics, managing talent flow, and serving as the liaison between the creative team and internal stakeholders. After the shoot, I led the content review and approval process, working closely with our partners' teams to finalize assets. I then integrated the final content into ongoing marketing initiatives across social media, email, and digital campaigns.
This hands-on project strengthened our influencer relationships and generated high-quality assets that supported broader brand and product messaging.
Sweep LLC: Copywriting
Email Marketing
When I took over email marketing for Sweep LLC, I immediately focused on improving performance through strategic content, testing, and optimization. My emails consistently outperformed previous efforts, with open rates holding steady at 30%+ and click rates improving as content became more targeted and engaging.
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I introduced A/B testing for subject lines and email content to refine messaging and increase engagement. Campaigns featured a mix of thought leadership, cleaning tips, client testimonials, seasonal promotions, and local news—designed to provide value and build trust with our audience.
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One standout campaign, the West Michigan News Pop email, achieved the highest open rate to date for non-automated sends at 35.53%, setting a new performance benchmark for the brand’s email marketing.
Neuropeal Pro: Lead Generation Digital Funnel
Landing Page Content and Automations
I led the creation of a full-funnel digital experience designed to generate leads and nurture them into qualified prospects. This included building custom landing pages with clear calls to action, developing downloadable guides like Breathing for Golf and Breathing for High Performers, and collaborating with the paid ads team to ensure consistent messaging across every touchpoint.
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Each element—from ad creative to landing page copy—was designed to create a seamless user experience and drive conversions. Once captured, leads were funneled into a targeted email drip campaign that continued the conversation and moved prospects closer to a sale.
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This initiative helped increase both the quantity and quality of leads while strengthening the connection between paid and organic efforts within the larger marketing ecosystem.
Neuropeak Pro: Sponsorship Event Activation
AJGA Sponsorship Event Activation
As part of Neuropeak Pro’s sponsorship with the American Junior Golf Association (AJGA), I developed and executed a unique activation strategy that went beyond traditional event presence. Rather than simply speaking at tournaments, we created an engaging in-person and digital experience that targeted a critical audience: the parents.
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Recognizing that parents are the primary decision-makers for junior athletes, we crafted messaging that addressed the stress and performance pressure their children face. On-course signage invited parents to scan a QR code, which led to exclusive video content featuring breathing exercises and performance tips—demonstrating the tangible value of our program.
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This initiative required cross-functional coordination with AJGA leadership, print vendors, and our internal creative team to develop signage, print materials, and digital assets. The result was an activation that not only increased brand visibility, but also educated and influenced the audience most likely to convert.
Brand's Best Friend: Trade Show Activation
B2B Event Lead Gen at Industry Trade Shows
I led the strategy and execution for Neuropeak Pro’s presence at the pet industry’s two largest trade shows—SUPERZOO and Global Pet Expo—with a focus on driving high-quality leads and meaningful conversations.
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My role included building segmented prospect lists, organizing apparel and marketing collateral for the team, and developing lead generation campaigns designed to pre-book meetings ahead of the events. I created personalized outreach using Amazon listing audits and targeted email strategies, which positioned our team as a valuable resource—not just another vendor.
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As a result, we increased booked trade show meetings by 300% (from 5 to 20 per show) and boosted qualified leads by 700% (from 5 to 40 per show). These activations significantly improved our event ROI and helped turn trade shows into a consistent pipeline for B2B growth.
Neuropeak Pro: Vendor Management
Lead PPC Strategy with Vendor Execution
While we worked with an external vendor to manage ad execution, I led the overarching strategy behind our PPC efforts—ensuring alignment with broader marketing goals and optimizing performance across channels.
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I collaborated closely with the creative team to develop compelling ad copy and visuals tailored to specific audiences and funnel stages. In parallel, I created high-converting landing pages to match each campaign, ensuring a seamless user journey from click to conversion. I also contributed to budget allocation decisions and performance evaluation in weekly meetings with leadership and the vendor team.
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By owning the strategy, creative direction, and post-click experience, I helped maximize the impact of our paid media efforts and ensure every campaign worked as part of a cohesive growth engine.
Brand's Best Friend: Podcast PR
Podcast Features
To build authority and reach niche audiences in the pet industry, I led a podcast outreach initiative that became our most effective lead generation channel for warm and hot prospects—with zero ad spend.
I identified and pitched relevant industry-specific podcasts, successfully booking our team on shows like Petfood Trending, Pet Business Disruptors, Pet Marketing Mastermind, and the Pet Marketing Podcast. These conversations allowed us to showcase our expertise, build trust with potential clients, and speak directly to decision-makers in our space.
The initiative drove a steady stream of qualified inbound leads and strengthened our presence within the industry—all through authentic, value-driven conversations.
Sweep LLC: PR Press Releases
Press Release Writing
I’ve written and pitched several press releases for Sweep LLC, helping secure earned media coverage across local news outlets and publications. These efforts resulted in features on WZZM13 On Your Side, FOX17 Morning Mix, and various West Michigan digital publications.
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Each release was crafted with a strong news hook and tailored to local media audiences—highlighting company milestones, product launches, and community impact. This coverage elevated brand visibility, built trust with local customers, and positioned Sweep as a credible, fast-growing service in the region.
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Brand's Best Friend: PR Publications
Article and Publication Pitching
I led outreach to industry publications to secure contributed articles and thought leadership opportunities. These pieces were designed to provide genuine value to readers while increasing brand exposure and establishing authority within the pet industry.
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This initiative also played a key role in our broader SEO strategy by generating high-quality backlinks to our website. I approached each opportunity with a strategic pitch—tailored to the publication’s audience—and built relationships with writers and editors to ensure ongoing collaboration.
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By combining thoughtful outreach with content that served both the brand and the reader, I helped position Brand’s Best Friend as a trusted voice in the industry while boosting visibility and search performance.