01 · Digital Marketing

Marketing should be relevant, and backed by data.

Every customer's journey is different, so the marketing should be too. I use email, SMS, social, and paid channels together in one strategy, timing each message to where the customer is; what they've bought, what they've looked at, and what they're most likely to do next.

Case study 01 · Lifecycle marketing

Homemakers Furniture

A large-format furniture retailer in Urbandale, Iowa, owned by Nebraska Furniture Mart, with roughly $100 million in annual revenue.

ClientHomemakers Furniture
LocationUrbandale, IA
RoleCommunications Specialist
Time in role2023–2025
Homemakers Furniture storefront in Urbandale, Iowa

The challenge

SMS sat outside the lifecycle marketing flows, with no defined strategy for the channel.

Customer data wasn't being used to make messaging relevant across channels.

Email and SMS list growth had stalled.

What I did

SMS program. Built SMS into the automated communications, including browse, cart, and checkout abandonment, and developed a marketing strategy for the channel from the ground up.

Relevance in the flows. Rebuilt the existing automations around personalized product recommendations driven by customer data.

List growth. Proposed and implemented a series of on-site offers to capture email, SMS, and the customer data behind them, growing the email list by more than 50,000 subscribers and the SMS program by more than 10,000.

Results

50,000+new email subscribers
10,000+new SMS subscribers
5+automations optimized
Case study 02 · E-commerce

Brown's Shoe Fit Co.

A locally owned franchise shoe store in West Des Moines, Iowa. A brick-and-mortar location with roughly $[XXX,XXX] in monthly revenue.

ClientBrown's Shoe Fit Co.
LocationWest Des Moines, IA
RoleDigital Marketing Director
Since2025
Brown's Shoe Fit Co. storefront in West Des Moines, Iowa

The challenge

No cart, browse, or checkout abandonment automations were in place.

Inventory didn't sync between the point-of-sale system, Shopify, and Amazon.

There was no process for retiring old products, which left inaccurate inventory in Shopify and Amazon and allowed sales of stock that didn't exist.

What I did

Automation implementation. Built cart, browse, and checkout abandonment automations, drawing on what had worked in previous email programs. All three have generated trackable revenue, and I continue to A/B test copy and content hierarchy.

Product syncing. Set up a repeatable reconciliation across the point-of-sale system, Shopify, and Amazon so quantities match before customers see them, and established a process for retiring discontinued products from every channel.

E-commerce optimization. Cleaned up product data across seasonal vendor files, matching barcodes and SKUs, correcting titles and descriptions, and structuring imports so the Shopify catalog stays accurate as new inventory arrives.

Results

200+products optimized
3automations built with trackable revenue

Also on the roster

  • Social · VideoHonest WrenchesTwo auto-repair locations. Social program, on-location video, strategy, monthly reporting. See the video →
  • Content · AdsLOF Xpress™ Oil ChangeThree cities. Blog, newsletter, social, and Google Ads for a quick-lube chain.
  • SEO · CopyThe Rewind ProjectDes Moines acoustic duo. Keyword architecture, site copy and blog program.

Relevant work experience

Download résumé →
  • Apr 2025–nowDigital Marketing Director · Valpak of Central IowaEverything digital runs through me; my boss runs the direct-mail practice. The client book spans retail e-commerce, automotive service, and quick lube, with one account at roughly $20,000 a month in agency spend. Build lead-nurture automations, onboard clients, and publish social in GoHighLevel; run a 10,000-subscriber email program for Browns Shoe Fit; reconcile inventory daily across RICS, Shopify, and Amazon; run Meta Ads and direct weekly Google Ads reviews with the freelance team; plan, film, and edit all social video, including a weekly reel for Honest Wrenches and their 15-year anniversary brand film; own monthly ad-spend reconciliation across every client account.
  • Mar 2025–Jan 2026Email Marketing Specialist (Contract) · Eppo MarketingDesigned and built custom email templates for three clients across different industries, translating each brand's identity into clean, responsive layouts that performed consistently across devices and inboxes. Developed, managed, and deployed campaigns in Vendasta.
  • Feb 2023–Jan 2025Communications Specialist · Homemakers FurnitureOversaw promotional email and SMS in Klaviyo for a list of roughly 200,000 email and 30,000 SMS subscribers. Planned and executed content, A/B tested to keep recipients engaged, and used open rate, click rate, site traffic, and revenue to drive future campaigns and automations. Point of contact for all promotions, kept the internal site current for in-store staff, and managed LinkedIn strategy.