RESUME.

2025 — Present

Los Angeles, CA

Independent Performance Marketing Consultant

Independent Consulting

• →Lead Google Ads and Meta Ads audits, restructures, and bid strategy resets for legal and ecommerce brands
• →Manage budget pacing and performance reporting, translating data into weekly decisions and scale plans
• →Implement offline conversion loops to optimize toward signed case outcomes and higher value conversions
• →Run experimentation across keywords, audiences, creative, landing pages, and CRO to improve CPA and ROAS

2025 — 2025

Los Angeles, CA

[ROLE ELIMINATED IN REORG]

Associate Director, Performance Marketing

Wilshire Law Firm

• →Recruited to execute a rapid performance turnaround for a major personal injury firm managing $4M/month in spend
• →Reduced personal injury case CPA from $9,200 to $5,104
• →Reduced employment case CPA from $23.3K to $3.6K in 3 months on a $1M monthly budget
• →Delivered 12:1 ROAS by restructuring employment law campaigns
• →Improved landing page conversion rate by 34% through CRO overhaul
• →Built value-based bidding automation, optimizing toward signed cases using offline conversions

2023 — 2024

Los Angeles, CA

Associate Director, Paid Media

West Coast Trial Lawyers

• →Directed all PPC lead generation, scaling monthly ad budgets from $600K to $1M and driving the first PPC expansion outside California
• →Delivered $4,924 CPA in Nevada, increasing total case volume by 10% and supporting hiring of 40 employees including 6 attorneys
• →Improved ROAS by 200% and reduced CPA by 39% by restructuring Google Ads for granular targeting by high-value counties
• →Increased signed case volume by 14% and supported expansion from 11 to 15 California offices
• →Trained junior buyers on account builds, QA, and bid strategy selection

2018 — 2023

Los Angeles, CA

[ROLE ELIMINATED POST ACQUISITION INTEGRATION]

Associate Director (Functional Head of Paid Media)

DotDash Meredith

• →Increased incremental revenue by $90K per week by optimizing Google Ads TROAS bid strategies
• →Generated $140K+ per week in revenue across 20MM ecommerce SKUs and 80+ media brands
• →Improved CPA by 30% while managing a $40M annual paid search budget
• →Led 6 direct reports across SEM managers, specialists, and analysts
• →Led creative testing that increased conversion rate from 1% to 6% on targeted campaigns
• →Scaled affiliate revenue by converting high-traffic content pages into paid acquisition landing assets

2017 — 2018

Burbank, CA

Associate Director — Paid Search / Performance Marketing

Merkle, Inc.

• →Improved FYC campaign engagement by 56% through A/B testing and data targeting
• →Managed $5M+ annual paid media budgets across paid search and paid social
• →Led a team of 5 across planning, execution, and reporting for awards season films
• →Drove an 18% quarter-over-quarter lift in ticket and home entertainment revenue

2017 — 2017

Los Angeles, CA

[ACCOUNT TRANSITIONED OFF AGENCY]

Associate Director, Paid Search

Horizon Media Group

• →Improved CPA by 30% while optimizing a $40M annual paid search program
• →Managed a team of 13 across paid search, paid social, and analytics roles
• →Supported acquisition readiness for Yellow Pages during the Dex Media deal

2015 — 2017

Santa Monica, CA

Associate Director, Performance Marketing

Palisades Media Group

• →Drove a 243% revenue increase for Lenovo on Amazon Ads and improved acquisition efficiency across key accounts
• →Expanded channel mix with Microsoft Ads and X Ads, increasing monthly acquisition by 21%
• →Managed enterprise client relationships for accounts including Netflix and Paramount Pictures