UC Berkeley Digital Marketing Boot Camps
Lead Instructor for 18-week, 54-class digital marketing boot camps
• Teach live online lectures on a full range of digital marketing skills, from search engine marketing to web design
• Conduct live demos of Google Ads, Google Analytics, Facebook Ads Manager, Google Keyword Planner
• Lead students through full development of WordPress websites, from ideation to SEO optimization
United Airlines Global Content Marketing
Wrote SEO-optimized travel content for 21 global destinations
• Travel content creator for United Airlines traveler destination information portal
• Researched trending topics in travel as part of campaign with Afar Magazine
• Wrote travel activity content for 21 global destinations, from Seoul to New York City
Fond Technologies Global Business Development
Led international territory expansion and new merchant partner acquisition
• Launched new employee perks marketplaces in the UK, EU, Singapore and Australia
• Researched audience behaviors and interests to create targeted prospecting lists
• Established partnerships with local and international merchants in key fields including travel, electronics, education and fitness
• Oversaw content quality for all global markets
Travelzoo Email Marketing & Travel Publishing
End-to-end decision-maker publishing daily email digests to 13 million users in 12 markets
• Led email marketing campaigns for clients from the Four Seasons to Live Nation
• Wrote 8-10 daily travel deal newsletters for up to 12 million subscribers in 13 markets
• Executed campaigns and optimized results through A/B headline testing
• Promoted to direct West Coast digital publishing after developing Northern California market and business development team
Lonely Planet Brand Marketing Campaigns
Created, pitched, closed and executed print and digital marketing campaigns
• Led content strategy and execution for B2B client solutions partners including Sony, Progressive, Ben & Jerry’s and REI
• Developed creative briefs, editorial calendars, pitch decks and sales presentations
• Lead B2B content marketing strategy for key American Express global account
• Negotiated and closed deal to launch Lonely Planet’s first 50 Amazon Kindle ebooks
Fond Digital Adverting Channel
Created, built & direct Fond’s digital advertising channel
• Built, pitched, sold and scaled digital ad channel into 6-figure ARR stream
• Developed pricing models, ad placements, planning calendar and go-to-market strategy
• Drive year-over-year program growth with 60% client retention rate
• Created analytics dashboards to track key metrics like open rate and market share
Lonely Planet Travel Publishing
U.S. Commissioning Editor for global travel publishing company
• Oversaw development of 40+ travel guidebooks including New York City and Alaska
• Gold Medal, Society of American Travel Writers, New Orleans 4; led Lonely Planet’s Katrina news coverage
• Assigned and edited weekly “Travels with Lonely Planet” column, syndicated to 7 million globally.
• Managed teams of 12-15 authors on multi-country guidebooks like Caribbean Islands and USA. Structured content, wrote briefs, assessed manuscripts
Strategic Partnerships & Business Development
Relationship building and key account management
• Experience launching and growing new market territories and business units
• Built key merchant partnerships in channels including local deals and employee perks
• Created recurring content marketing partnerships with clients including Progressive, Barnes & Noble, Fairmont Hotels and Audi
• Manage and grow key vendor accounts at Fond Technologies including T-Mobile, Avis-Budget, Dell and Walt Disney World
Content Quality: Analysis and Reporting
Testing, measuring, analyzing, and optimizing for peak performance
• Conduct SEO audits for content gaps, load time, site architecture, keywords
• Create sales enablement tools including lead quality scorecards and pipeline reports
• Build dashboard performance reports detailing key metrics on sales and engagement
* Publish weekly emails and measure results on open rates, click throughs, bounce rate
Education Technology and Classroom Experience
• EdTech instructor with 10+ years teaching live and online classes
• Lead live and online classes using Zoom, Slack and Google Drive
• Experienced leading professional development cohorts in subjects including marketing, web design, content strategy and copywriting
• Trained facilitator with a BA in journalism and teaching experience in 3 continents
• Established and manage key EdTech industry partnerships with Udemy, Udacity, General Assembly, more
Branding, Strategy & Consulting
• Global growth marketing solutions and strategic planning
• Consultant on strategic planning, product roadmaps, digital marketing and GTM positioning
• Startup founder and mentor to early-stage travel and lifestyle companies
• Pro bono consultant for nonprofit organizations including Taproot Foundation, Amazon Frontlines and IMPACT Sports Philanthropy
Travel Industry Leadership
• Broad experience hosting panels and events and speaking with media
• Chapter leader, Travel Massive San Francisco Bay Area: Organize, promote and host area events for global travel networking group
• Panelist and host for travel industry talks at the University of California, American Society of Journalists & Authors, Book Passage Travel Writer’s Conference
• Provide travel industry analysis and commentary for outlets including The New York Times, Rick Steves Radio, Publisher’s Weekly
Travel Writing & Editing
• 20 years in San Francisco Bay Area Travel Publishing
• Wrote and edited travel content for National Geographic, Business Traveler, VIA, Wired
• Researched, pitched and wrote travel stories on topics from hiking the Italian Riviera to biking Korean rice paddies and shopping consignment shops of Paris
• Developmental editor, Moon Handbooks including Iceland and Jamaica
