Work Experience

DIGITAL MARKETING CONSULTANT

Marketing Strategist
May 2014 – Present

  • Consults with B2C and B2B businesses on digital marketing strategy and planning
  • Provides social media channel development and maintenance services
  • Consults on digital acquisition strategy and audience management
  • Optimizes analytics reporting and creates dashboards for all levels of organizations
  • Provides project management and marketing services for events, exhibitions, and product launches

 

OPRY ENTERTAINMENT

Director of Acquisition Marketing & Audience Development
December 2017 – June 2019

  • Led efforts in audience acquisition and development for all Opry Entertainment brands achieving total digital audience growth of over 25% in six months from 6M to 7.6M
  • Managed five to six-figure digital marketing budgets for multiple entertainment, tourism, and restaurant brands
  • Developed and executed strategic marketing strategies that best leveraged available promotional tactics and known audience motivations in Tennessee, New York, and Oklahoma markets
  • Improved the customer experience to drive core business objectives via digital touchpoints at each stage of the customer journey
  • Optimized email communications and overall strategy through testing, segmentation, and personalization
  • Developed digital presence for new and expanding restaurant brand and grew an audience of over 70k by the end of the first year
  • Monitored progress and results of marketing campaigns, provided actionable insights, and adjusted strategy accordingly
  • Identified key customer data-points and ensured that all data was being gathered, connected, and securely stored in various systems
  • Maintained data privacy compliance throughout all marketing efforts
  • Effectively led a team of marketing managers and specialists to continuously innovate and accomplish company goals

 

RYMAN HOSPITALITY PROPERTIES:
Grand Ole Opry

Senior Marketing Manager, Digital
August 2015 – December 2017

  • Managed social media strategy development and execution in order to maximize engagement and achieved growth of 1M total followers
  • Developed and managed comprehensive marketing plans for the Grand Ole Opry’s digital properties
  • Ensured that the website was properly maintained, optimized for search and mobile, and oversaw major site updates
  • Executed all email marketing campaigns, optimized email communication strategy to maximize opens and clicks, and maintained customer database
  • Managed a six-figure advertising budget and fostered a shift towards a digital-first approach to marketing
  • Managed relationships with outside agencies to execute paid digital advertising strategy for social media, search, display, and retargeting
  • Directed an internal marketing team of three specializing in website, social media, and content development

 

Digital Marketing Manager
July 2011 – August 2015

  • Developed social media and email marketing strategies to increase awareness and generate ticket sales revenue for the Grand Ole Opry
  • Developed and managed a comprehensive editorial calendar
  • Planned, produced, and tested compelling content for Facebook, Twitter, Instagram, and Vine and partnered with artists and influencers to reach new audiences, grow social media communities, and increase engagement and brand loyalty
  • Developed strategies to grow the customer and email database through sweepstakes, partnerships, and promotions
  • Engaged actively with the social media communities, addressing customer concerns and queries on a daily basis
  • Monitored and reacted to the constant evolution of social media tools, trends and applications to ensure the brands remain active in the proper channels
  • Analyzed and reported the effectiveness of digital marketing campaigns, and advised members of the marketing team and senior management on social media best practices

 

GAYLORD ENTERTAINMENT:
Grand Ole Opry

Marketing and Sales Assistant
May 2007 – July 2011

  • Planned content for the MySpace and YouTube channels
  • Developed and managed the Opry’s first Twitter and Facebook accounts
  • Executed weekly email newsletters using multiple email service providers
  • Produced blogs, images, trivia, and other content for opry.com
  • Processed all invoices and assisted the Vice President of Marketing in managing a seven-figure marketing budget
  • Partnered with other attractions including the Gaylord Opryland Resort, Ryman Auditorium, General Jackson Showboat, and Wildhorse Saloon on marketing campaigns and promotions

 

Customer Service Representative
June 2003 – May 2007

  • Provided exceptional customer service for Grand Ole Opry guests in the ticket office and call center
  • Placed and managed ticket orders in various ticketing systems, including GDPR, Titan, Ticketmaster, and AudienceView
  • Offered recommendations on accommodations, dining, shopping, and other activities in Nashville