Analytical marketing executive with 9+ years architecting full-funnel customer acquisition, programmatic media buying, and attribution modeling for high-velocity D2C and FinTech brands.
EXPERIENCE TIMELINE
VP of Performance Marketing
2021 – Present
E-Commerce Brands Holdings
Scaled annual paid media deployment from $4M to $18M across Meta, Google, TikTok, and CTV.
Improved Blended ROAS from 2.1x to 3.8x while growing new customer acquisitions by 190%.
Built in-house multi-touch attribution (MTA) model integrating server-side Conversions API.
Director of Growth Marketing
2017 – 2021
FinTrack Mobile Banking
Acquired 1.8M verified mobile banking accounts with 28% lower blended CAC than industry benchmarks.
Built automated lifecycle SMS and email retention flows generating 32% of total repeat transactions.