Resume

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Resume *

Key Achievements

  • Tripled website lead conversions in six months at BioVigil by optimizing conversion paths, refining campaign strategies,
    and leveraging performance data to improve marketing effectiveness.

  • Increased organic traffic by 140% at Blue Cross Blue Shield of Michigan by implementing SEO best practices, optimizing existing content, and identifying new opportunities through keyword research.

  • Implemented GA4 and Google Tag Manager at BioVigil to improve attribution, strengthen campaign measurement, and provide stakeholders with actionable marketing insights.

  • Managed reporting for social channels with a combined audience of 638,000+ followers at Blue Cross Blue Shield of Michigan, using audience insights to support a 7.5% year-over-year increase in organic reach.

  • Organized and automated lead assignment processes within HubSpot at BioVigil by creating branching logic workflows
    that routed leads to the appropriate sales representatives based on predefined criteria, improving efficiency and
    reducing manual effort.

Professional Summary

I am a marketing professional specializing in demand generation, marketing operations, and marketing analytics, with hands-on experience leveraging HubSpot, GA4, GTM, and Looker Studio to drive measurable business outcomes. Recognized for building scalable campaign processes, improving marketing attribution, and transforming performance data into strategic recommendations that support revenue growth. Combines expertise in email marketing, HubSpot email automation and workflow management, audience segmentation, SEO, and CRM management with a strong analytical mindset to identify opportunities, optimize campaigns, and enhance lead quality. Experienced collaborating with executive leadership and cross-functional teams to align marketing initiatives with organizational goals and deliver data-driven results.

PROFESSIONAL EXPERIENCE

Growth Marketing Specialist
BioVigil

Ann Arbor, Michigan | October 2025 – June 2026

  • Developed and executed healthcare marketing initiatives designed to increase lead generation and support sales pipeline growth.

  • Built and managed HubSpot email campaigns, including automated nurture sequences utilizing advanced branching logic, audience segmentation, and contact list management to deliver personalized messaging and improve engagement.

  • Designed and implemented UTM tracking frameworks to accurately measure campaign performance across email, website, and social channels.

  • Configured Google Tag Manager and GA4 tracking to improve marketing attribution and reporting capabilities.

  • Created Looker Studio dashboards to communicate campaign performance and engagement metrics to internal stakeholders.

  • Supported CRM maintenance and contact management efforts to improve marketing efficiency and lead quality (Sales Force and HubSpot).

  • Conducted SEO research and content optimization initiatives to improve organic search visibility.

  • Collaborated with sales leadership and executive stakeholders to align marketing initiatives with organizational objectives.

  • Produced and maintained marketing assets including landing pages, website updates, case studies, and campaign materials.

Digital Marketing Analyst
Blue Cross Blue Shield of Michigan

Detroit, Michigan | February 2024 – October 2025

  • Led performance reporting across 6+ social channels with 638K+ followers, contributing to a 7.5% YoY increase in organic reach.

  • Managed SEO initiatives across two enterprise websites (10K+ pages, 100K+ monthly visits), increasing organic traffic by 140% and helping nearly 100 articles achieve Page 1 rankings.

  • Wrote SQL queries to extract and analyze marketing data, supporting audience segmentation and campaign optimization.

  • Leveraged advanced Excel techniques and AI-assisted tools to streamline reporting and accelerate marketing analysis.

  • Built executive dashboards in Looker Studio, Tableau, and Excel, regularly presenting insights and recommendations to senior leadership.

  • Utilized GA4 explorations, custom dimensions, and attribution modeling while developing UTM frameworks to improve campaign tracking.

  • Analyzed healthcare market and payer data to support marketing strategy and regulatory reporting initiatives.

  • Mentored interns and junior staff through bi-weekly training sessions on Excel, SQL, SEMrush, Google Analytics, and Sprout Social.

Product Manager
Visual Imaging Systems Company (VISCO)

Auburn Hills, Michigan | February 2022 – November 2024

  • Managed strategic relationships for enterprise clients including Ford, Amazon, UPS, Hilton, and Stellantis (FCA), translating business objectives into actionable project requirements and deliverables.

  • Partnered with sales, design, engineering, production, and installation teams to prioritize workstreams, resolve dependencies, and ensure successful execution across multiple initiatives.

  • Defined project scope, gathered stakeholder requirements, and communicated timelines, milestones, and status updates to internal teams and external clients throughout the project lifecycle.

  • Facilitated cross-functional collaboration to balance customer expectations, resource availability, and operational constraints while maintaining high standards for quality and on-time delivery.

  • Oversaw concurrent projects from intake through completion, proactively identifying risks, removing blockers, and adjusting priorities to meet evolving client needs.

  • Developed strong client partnerships through consultative communication, helping customers navigate complex decisions and align solutions with organizational goals.

  • Monitored project performance against established timelines and specifications, ensuring deliverables consistently met contractual requirements and customer expectations.

POBLO International | Social Media Manager

Clinton Township, Michigan | September 2020 – February 2022

  • Developed integrated digital marketing campaigns that increased website traffic and online donations.

  • Managed social media strategy, content creation, community engagement, and campaign reporting.

  • Oversaw a $120,000 annual Google Ads Grant budget and optimized campaign performance.

  • Utilized analytics tools to measure engagement, conversions, and audience growth across multiple platforms.

Skills

Marketing Analytics & Reporting: Google Analytics 4 (GA4), Google Tag Manager (GTM), Looker Studio, Tableau, Dashboard Development, KPI Reporting, Marketing Attribution, Conversion Analysis, Performance Measurement, Campaign Reporting, Executive Reporting, Data Visualization, Customer Journey Analysis, Event Tracking, Custom Event Configuration, Cross-Channel Performance Analysis, Web Analytics

SEO & Digital Marketing: SEO Strategy, Technical SEO, Keyword Research, Content Optimization, On-Page SEO, Off-Page SEO, Local SEO, Google Search Console, SEMrush, Ahrefs, WordPress, Yoast SEO, Competitor Analysis, Content Strategy, Organic Growth Strategy, Social Media Analytics, Social Media Strategy, Paid Social Campaign Support

Data Analysis & Business Intelligence: Microsoft Excel (Pivot Tables, XLOOKUP, Power Query, Dashboards, Advanced Formulas), Google Sheets, SQL, Data Cleaning & Transformation, Audience Analysis, Reporting Automation, Trend Analysis, Business Insights Development, Regular Expressions (Regex), Data Interpretation, Performance Forecasting, Root Cause Analysis

Product & Project Management: Agile Methodologies, Scrum Fundamentals, Stakeholder Management, Cross-Functional Leadership, Requirements Gathering, Project Planning, Roadmap Communication, Risk Identification & Mitigation, Status Reporting, Prioritization, Resource Coordination, Process Improvement, Client Relationship Management, Change Management

Marketing Technology & Platforms: HubSpot, Google Analytics, Google Tag Manager, Looker Studio, Tableau, WordPress, Elementor, Yoast SEO, SEMrush, Ahrefs, Sprout Social, Vimeo, Meta Business Suite, LinkedIn Campaign Manager, Google Search Console, Microsoft Office Suite, Google Workspace

Artificial Intelligence & Emerging Technologies: Generative AI Applications, AI-Assisted Data Analysis, Prompt Engineering, AI Productivity Tools, ChatGPT, AI-Enhanced Reporting Workflows, AI-Assisted Content Development, Workflow Optimization Using AI

Certifications

  • IBM Product Manager Professional Certificate

  • Google Analytics Certification

  • Google Digital Marketing & E-commerce Professional Certificate

  • Search Ads 360 Certification

  • Search Engine Optimization Certification (U.C. Davis)

  • Prompt Engineering for ChatGPT (Vanderbilt University)

  • Generative AI for Everyone (Yale University)

  • For a full list of my certifications, check out my LinkedIn

EDUCATION

Rochester University

Bachelor of Science, Mass Communications
Graduated April 2023

Macomb Community College

Associate of Arts, Computer Graphics
Graduated April 2020


AI Applications & Workflow Innovation

I leverage generative AI tools to accelerate research, streamline workflows, enhance creative output, and improve the speed and quality of marketing execution. My experience extends beyond basic prompting and includes building custom GPTs, developing AI-assisted reporting processes, creating visual assets, and integrating AI into day-to-day marketing operations.

AI initiatives and projects include:

  • Designed custom GPTs tailored to specific business functions, including marketing strategy support, resume optimization, case study development, and project documentation.

  • Developed AI-assisted reporting workflows to accelerate the creation of executive presentations, marketing summaries, and performance reports.

  • Utilized AI to support dashboard planning, KPI definition, insight generation, and the translation of complex analytics into stakeholder-ready recommendations.

  • Created original vector illustrations, portfolio graphics, website assets, and editorial-style visual elements using generative AI tools while maintaining brand consistency.

  • Produced custom visual representations for marketing concepts including empathy maps, customer journeys, analytics dashboards, automation workflows, and conversion optimization initiatives.

  • Leveraged AI to draft, refine, and personalize email marketing campaigns, nurture sequences, and sales enablement materials.

  • Applied AI to accelerate SEO initiatives through content ideation, keyword research support, metadata development, and optimization recommendations.

  • Built AI-supported processes for resume development, LinkedIn optimization, cover letter creation, and job application management.

  • Used AI to assist with the creation and documentation of Google Tag Manager implementations, tracking plans, event naming conventions, and analytics requirements.

  • Integrated AI into data analysis workflows to improve efficiency when working with Excel formulas, reporting structures, regular expressions, and SQL development.

  • Developed portfolio case studies that combined business storytelling, analytics interpretation, and design principles to effectively communicate project outcomes.

  • Employed AI as a collaborative thought partner for brainstorming, problem-solving, and rapid prototyping across marketing, analytics, and product-related initiatives.

  • Took part in the initial Ai testing group at BCBSM.

  • Certificate in Prompt Engineering from Vanderbilt.

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