At Clayton Homes and Vanderbilt Mortgage, I own full-funnel paid media across Meta, Google, TikTok, CTV, Pinterest, LinkedIn, Taboola, Amazon DSP, and programmatic, managing $4M+ in annual spend across 400+ markets.
I've restructured Meta campaigns to reduce CPL by 92%, launched Pinterest to drive 51% new-user growth, and used a Conversion Lift study to confirm 679 incremental conversions and a 93% lift score. I build disciplined testing, attribution, and reporting systems that turn complex channel performance into actionable executive narratives.
I also lead through systems: hiring and onboarding strategists, mentoring team members, building operational documentation, and using Claude and ChatGPT daily to accelerate analysis, creative hypotheses, and reporting while keeping human judgment central.
