Marketing and media professional with 8+ years of experience across higher education, B2B publishing, live entertainment, and live music. I plan, buy, execute, and optimize campaigns across digital, traditional, and out-of-home channels, with budgets ranging from modest small-business investments to millions in annual media spend. My work combines audience strategy, creative collaboration, conversion tracking, and clear reporting to connect marketing goals with measurable results.
$6M+Annual digital, traditional & OOH spend currently managed
21%Year-over-year growth in qualified B2B leads and sales at GIE Media
8+ yearsMarketing and paid media experience
Professional experience
Senior Media Buyer
July 2024–Present
University of Michigan · Michigan Creative, Central Marketing
The longest-serving senior media buyer for U-M’s centralized marketing division, supporting 19 Ann Arbor schools and colleges and university-wide initiatives.
Manage $5M+ annually in digital media spend and $1M+ in traditional and out-of-home media, aligning budgets and channel strategies with enrollment, engagement, and brand goals.
Plan, execute, and optimize campaigns across Google Ads, programmatic display, CTV, Meta, LinkedIn, TikTok, Snapchat, and X.
Support national and regional traditional media placements across print, radio, and OOH, including work on Look to Michigan and Go Blue Guarantee.
Develop audience segmentation and bid strategies; run A/B tests across audiences, formats, demographics, and conversion actions.
Implement UTM tracking, GA4 measurement, and GTM pixel and conversion tracking, including event configuration, triggers, and tag auditing.
Monitor KPIs, present performance insights to campus partners, and collaborate with project managers, writers, designers, developers, and media vendors throughout the campaign lifecycle.
Digital Marketing Specialist
August 2021–February 2023
GIE Media
Managed performance marketing and programmatic campaigns for 17 B2B periodicals and five live events, with a focus on search, video, and display.
Built, managed, and optimized Google campaigns for more than a dozen niche publications, driving a 21% year-over-year increase in qualified leads and sales.
Developed paid search initiatives for specialized B2B audiences, using keyword research and competitive analysis to improve Quality Scores and ad performance.
Managed campaign reporting and dashboards, translating performance data into recommendations for internal stakeholders.
Box Office & Venue Marketing Manager
January 2019–August 2021
Case Western Reserve University
Oversaw marketing, advertising, and ticket sales operations for a university venue and events program.
Grew ticket sales by 21% year over year and increased website traffic by 41% through targeted marketing campaigns.
Managed paid media and sponsored content budgets, planned placements, and negotiated digital and traditional advertising rates.
Produced email programs that exceeded industry-average open rates by 20% and click rates by 7%.
Created digital and print advertising assets and maintained consistent branding across channels.
Independent practice
Founder · Brassic Media
I bring strategic paid media planning, hands-on campaign management, and practical marketing consulting to businesses that need their budgets to work harder. Services include PPC management, lead generation, paid social, and media consulting. Visit Brassic Media ↗︎
Skills & platforms
Paid digital media
Google Ads: Search, Display, Video, Performance Max Meta, LinkedIn, TikTok, Snapchat, X Programmatic advertising / DSPs · CTV
Traditional & out-of-home
Print · Radio · Out-of-home · Direct mail Media planning, buying, and rate negotiation
Analytics & tracking
Google Analytics 4 · Google Tag Manager UTM tracking · Conversion tracking Pixel implementation · Event configuration · Tag auditing
Featured presenter sharing paid media strategy and best practices with university marketing professionals. I also advise campus partners on platform capabilities, optimization opportunities, and campaign measurement.
Education
Bachelor of Science · Music Business & Advertising