Media strategy
Translate business goals into channel roles, budget recommendations, audience plans, and a practical testing roadmap.
- Portfolio prioritization
- Budget stewardship
- Multi-channel planning
Digital media manager · Performance marketing leader
I turn complex media portfolios into clearer decisions and stronger performance.
I’m a player-coach who connects media strategy, hands-on platform work, team leadership, and measurement—so campaigns are judged by what they do for the business, not just what the ad dashboard reports.
Portfolio strategy
Paid search & social
Measurement
Team leadership
Operational systems
What I lead
Strategy at portfolio level.
Execution where it matters.
I work across the full performance-media system—from budget allocation and channel roles to account diagnosis, tracking integrity, reporting standards, and the people doing the work.
Platform performance
Stay close enough to the accounts to diagnose structural problems, search intent, audience quality, creative fatigue, and wasted spend.
- Google Ads & LSAs
- Meta Ads Manager
- YouTube & display
Measurement
Reconcile platform data with CRM and downstream outcomes to separate reported conversions from qualified business results.
- GA4, GTM & UTMs
- CRM reconciliation
- Executive reporting
Team systems
Build repeatable workflows that improve quality without slowing the team down: clear ownership, structured QA, and useful documentation.
- Training & allocation
- Build/QA workflows
- Launch standards
Selected impact
Performance stories with the business context left in.
Good media management is part optimization, part investigation. These examples show how I approach both.
Search recovery
Home services
Focused restructuring reversed an inefficient Google Search trend.
Directed a concentrated account review around intent, query quality, structure, and landing-page alignment—then evaluated the results against the prior period.
+400%conversions
−86.2%cost per conversion
−60.9%CPC
−30.8%spend
Leadership takeaway More spend was not the answer. Better structure and sharper intent control were.
Attribution reality
Legal
CRM data changed the channel story.
A $49K monthly program showed 136 platform conversions—but only 28 paid leads in the CRM. I surfaced the gap and compared channels using captured business outcomes.
LSA CRM capture78.3%
Meta CRM capture13.6%
Search CRM capture3.7%
Leadership takeaway Platform volume should inform decisions—not end the analysis.
Multi-location scale
Entertainment
Operational oversight across a 56-location Meta portfolio.
Supported analysis, reporting, QA, and repeatable workflows across a large venue network, including a roughly 60-location pixel migration.
$154.9KJuly spend
$927.7Kattributed revenue
5.99reported ROAS
Leadership takeaway At scale, process quality becomes a performance lever.
Integrated launch
Financial services
A phased media plan built for both demand and learning.
Developed an integrated launch approach across Search, Display, YouTube, and Meta, with first-party targeting, budget control, and measurement built into the plan.
52Search conversions
100.2%budget utilization
59.67%YouTube completion
Leadership takeaway A launch should create near-term results and better future decisions.
Results reflect specific accounts, periods, and attribution systems. They are not guarantees of future performance.
My operating system
Make the right problem visible. Then make the work repeatable.
I’m at my best in a complex environment: multiple clients, uneven data, competing priorities, and a team that needs both autonomy and a clear standard.
“The dashboard is evidence—not the final answer.”
-
01
Find the real constraint
Separate media issues from tracking gaps, landing-page friction, lead handling, capacity, or offer problems.
-
02
Define each channel’s job
Align channel mix, budget, audience, and KPIs to the decision the business actually needs to make.
-
03
Build the quality controls
Use launch checklists, ownership handoffs, tracking standards, and structured QA to reduce avoidable errors.
-
04
Measure, learn, reallocate
Connect media signals to downstream outcomes, document the learning, and move resources with intention.
Two-person build & QA workflow
Separated configuration from validation to make launches more consistent and auditable.
Multi-location launch standards
Created trackers, checklists, and ownership rules for complex venue and account rollouts.
Buddy support & training
Paired team members for faster problem-solving, shared context, and stronger coverage.
Reporting & automation
Built Sheets, dashboard, UTM, and workflow systems to make recurring work more reliable.
Capabilities & tools
Broad enough to lead the system.
Technical enough to challenge it.
Acquisition
Google AdsLocal Services AdsMeta Ads ManagerYouTubeDisplay
Measurement
GA4Google Tag ManagerDashThisLooker StudioClarityGoHighLevel
Operations
Google SheetsUTM governanceLaunch QAClickUpZapierWeatherAds
Experience
A decade-plus of hands-on growth and increasing leadership scope.
2024—Present
Senior Digital Media Manager
321 The Agency
Lead media strategy, platform diagnosis, budget recommendations, measurement standards, team allocation, and quality across a multi-client portfolio.
2020—2024
Digital Marketing Specialist
JP & Associates REALTORS
Managed B2C lead generation for a national real estate brokerage while supporting B2B acquisition, client service, analysis, and program improvement.
2023—2024
Paid Social Specialist (concurrent)
HIP Creative
Managed multi-state orthodontic campaigns across Meta and Google with an emphasis on creative testing, lead quality, and funnel performance.
2013—2020
Director of Facebook Advertising
Inside Real Estate
Served as the primary hands-on owner of 500+ active campaigns and $1.5M+ in monthly spend, while building standards and guiding a small support team.
Open to the right next challenge
Need a media leader who can see the whole system—and still get into the account?
I’m interested in senior digital media, paid media leadership, performance marketing, and integrated acquisition roles.