At EducationDynamics, I lead media strategy and senior oversight for one of the agency’s largest accounts, with roughly $65M in annual paid media investment across 21 campuses and 100+ programs. I connect paid media with creative, analytics, budget planning and enrollment goals.
I pushed optimization toward downstream business outcomes, and one initiative reduced paid media spend by 35% with no decline in applications or starts. I also oversee strategy across a broader portfolio of roughly 15 accounts and build testing into ongoing media plans.
At EducationDynamics, I lead experiments across CRO, campaign structure, creative and landing page experience, and have led early testing of emerging advertising channels including OpenAI. I’ve also trained two new hires and launched a quarterly mentorship program for strategists.
Through GraceSMarketing LLC, I advise legal, ecommerce and home services clients on paid media, lead generation, landing pages and digital strategy. Earlier, at Deluxe Corporation, I managed or co-managed a portfolio of roughly 50–75 paid search accounts while building a technical foundation in Google Ads and Microsoft Ads.
