Full Funnel. Full Ownership.
A closer look at what I do and how I do it.
Content, SEO & AEO Strategy
I build content strategies from the ground up, mapping audience intent to editorial output and optimizing every layer for search. At LV Collective, that meant managing content across seven property sites and growing organic traffic 212% while increasing top-3 keyword rankings by 279% in a single year. I use the "They Ask You Answer" framework to make sure every piece earns its place: answering a real question, building trust, and moving someone closer to a decision.
As search behavior shifts, I've expanded into AEO, structuring content to be the best answer wherever answers are being generated. That spans AI Overviews, voice search, featured snippets, knowledge panels, and the growing ecosystem of AI-powered discovery tools. The approach: topical authority, schema markup, entity optimization, and content clarity that works for both humans and machines. Many brands are still optimizing for the ten blue links. I'm thinking about what comes after that.
Web & Digital
I've owned websites end-to-end, from vendor selection and migration planning through QA, launch execution, and post-launch performance. At LV Collective I led a full vendor transition across 10+ property sites, cut launch timelines by ~35% through standardized processes and templates, and served as the central point of coordination between marketing, development, and brand stakeholders. I'm comfortable in WordPress, Squarespace, and WP Engine, and I can write enough HTML and CSS to solve problems without always waiting on a developer.
Analytics & Reporting
I connect data across platforms to build a clear picture of what's working and make sure the right people can act on it. I manage GA4 and HubSpot reporting, and I've worked closely with vendors on custom integrations, including mapping the API connection between HubSpot and Entrata, our property management software, to keep lead and leasing data flowing cleanly between marketing and operations. Beyond vendor-built work, I independently build automations and AI agents using Zapier and Claude, creating workflows that eliminate manual handoffs across tools. I approach every campaign with attribution and measurement built in from the start, so teams spend time on decisions, not data entry.
Email Marketing
Email is where strategy and execution have to meet perfectly, and I've run both sides. I use HubSpot and Mailchimp to build and manage full lifecycle programs: welcome sequences, nurture journeys, re-engagement campaigns, and retention flows. I obsess over segmentation, timing, and copy that actually sounds like a person wrote it. Across the LV Collective portfolio, that means each property's audience gets communications that feel relevant to where they are, not just what we want to say.
I plan and run paid campaigns across Google and Meta, with a bias toward testing and iteration over set-it-and-forget-it. I've managed multi-market campaigns, built audience segmentation strategies across platforms, and shifted budget allocation based on performance, including moving away from broad match and AI Max settings when the data showed they were burning spend on irrelevant queries. I know how to make modest budgets work hard.
Paid Media
I piloted our artist-in-residence program from concept to execution, starting at Moon Tower during our first year of lease-up. With vacant units to fill and a community still taking shape, we saw an opportunity: offer emerging Austin artists complimentary housing in exchange for authentic community engagement. A genuine win-win. As the program proved itself, we scaled it and launched In Residence, the brand built to bring that experience to every multifamily property in the portfolio. The Paseo cohort was our first full expression of it: 10 artists across music, murals, sculpture and photography. Artists in our program have hosted their first gallery shows, signed to record labels, and built audiences that didn't exist before they walked through our doors. Read the full story.
I also support resident events and property launch activations, including the Paseo groundbreaking.
Events & Brand
AI & Automation
I was building AI-powered workflows before most marketing teams had a strategy for it. Today that means custom GPTs trained on brand voice, Claude-powered agents that handle content production and campaign briefing, and Zapier automations that eliminate manual handoffs across our stack. I led company-wide AI enablement training at LV Collective and have wired AI into how my team operates day-to-day, not as a novelty but as actual infrastructure. Running a lean team across a national portfolio means every hour has to count. AI agents make that possible.
