Pinnacle Advertising

SVP Media Strategy, Owned/Earned & Analytics

Pinnacle is one of the premier agencies serving Honda, Acura, and other name-brand automakers and dealers (in 46 markets), along with a robust and diversified portfolio that includes WeatherTech, MetroVac, LitterGenie, AES, and others. My position is to support the growth, optimizations, and success of the holistic media team at Pinnacle. 

My focus is:
- Team optimizations and growth
- Advancing our capabilities through data partners, tools, and expertise
- Alignment across media strategy, owned and earned media, buying, operations, and performance analytics. 
- Revolutionize how we integrate internally and with our clients and partners

What we've accomplished so far:
- Launched new capabilities for the Agency and grew revenue by 80% in my first 12 months. We are on track to grow revenue by another 10% in my second year at the Agency while managing team overhead and expenses.
- Launched an Influencer management product that has seen more than 2M impressions and an engagement rate of +8% and drove more efficient and effective paid media performance compared to standard ad campaigns. 
- Onboarded The Trade Desk as our primary DSP partner
- Onboarded Experian to provide greater audience data and value to our clients 
- Identified a need for a data warehousing tool and a new ETL. Collaborated with our internal team to find the right partner and migrated to BigQuery, SuperMetrics, and Looker Studio.

Vice President of Media Strategy & Owned Media

Manifest

I reintroduced the social media and email marketing discipline to Manifest and grew the team and capabilities for nearly 5 years. My teams supported social media and email marketing across Fortune 500 companies: CDW, Aflac and Edward Jones, Primrose Schools, American Public University, Michigan Medicine, Delta, and Peerless Faucet, among many others. 

During my tenure, my teams were key players in winning the following awards:
Digiday Content Marketing Partner of the Year 2022
Effie 2021
Multiple Content Marketing Institute category awards, 2021, 2020, 2019 and 2018
Franchise Innovation Winner for Best Social Media Campaign in 2020
Content Marketing Agency of the Year in 2019

Group Engagement Director

➤In this role, I bolster the success of a high-performing team and drive social media and email marketing vision, adoption, and quality.  
My impact includes:
▪ Shaped social, and email marketing, and other digital marketing frameworks and initiatives, propelling 341%+ growth in organic search pageviews and a 136%+ CTR with a -72% CPC. 
▪ Lifted engagement rate by 30% YoY via focused social content, driving high-value engagements like comments, saves, and shares. 
▪ Fostered YoY traffic growth of 224%+ for major medical university via brand-forward email marketing campaign.
▪ Pivotal in building quarterly performance content roadmap for government-focused tech magazine, driving 64% YoY traffic increase in 2019 and on track for 38% growth in 2020. 
▪ Critical in team achievement of CMAs “Content Marketing Agency of the Year” in 2019 and “Franchise Innovation Winner for Best Social Media Campaign” in 2020.
▪ Collaborated in implementation of social polling strategies spanning two marquee accounts, gaining   impactful audience insights to support real-time content production. 
▪ Advanced multiple internal workflows across social and email functionalities, building a goals-drive quartlery outlook vs a 30-day churn and burn. 
▪ Partner with content and paid media teams to set vision and tone for social content, leveraging audience insights to inform content programming that heightened high-value engagements for targeted audiences by 4%+.
▪ Established weighted engagement rate to measure and analyze key metrics, aligning social content with branding and business objectives. 
▪ Developed content atomization structure for performance marketing and content teams, utilized to define client SOWs.

Director of Audience Engagement (Social Media, Email)

Collaborated with internal teams and clients focusing on content syndication, paid social and performance content scopes of work across technology and health care clients. 

Quickly identified and worked with leadership to build a structure for an engagement team (organic social media), and supported new business efforts. I was also part of successful pitch teams that drove new client contracts for social and content marketing. 

Some data points that I’m particularly proud of:
+ A Twitter campaign was picked up and shared in the overarching Twitter Moment around Netflix 13 Reasons Why
+ Through content marketing campaign, drove 10% increase in mentions for a health system on social media. 
+ Increased paid social CTR and assisted conversions for an online retail company consistently month over month

Performance Marketing

EXOS

➤I left an impact in this role by launching the companies’ 1st-ever automated email marketing strategy, employing IBM Marketing Cloud for Journey. The initiative strengthened foundational marketing for opt-in and segmentation, boosting engagement and forging pathway to execution of email journey map to market. Additionally, I Integrated three disciplines to enhance customer journey map, creating key triggers for audience engagement.

Product Marketing Manager

▪ Produced branding frameworks from scratch for EXOS Performance Nutrition supplement line. The campaign generated $2.5M in first nine months and $4.5M in 2nd year. 
▪ Cultivated partnerships with high-profile influencers like Odell Beckham and John Jay & Rich. 
▪ Led talented team of three marketing specialists and digital marketing manager in oversight of international education program, producing 41% ROI.
▪ Spearheaded launch of 1st-ever EXOS Presents online course and Fitness Specialist Certification in collaboration with Intel. Worked with subject matter experts to produce supplemental product line education while maximizing budget of $1M+, including $500K in multi-platform media spend. 
▪ Implemented point-of-sale marketing, increasing brand awareness and revenue across diversified product portfolio.

Brand Manager

As Associate Brand Manager, Amy and team crafted a position in the marketplace for EXOS Performance Nutrition  - a performance focused supplement line in partnership with Thorne Research. Successfully, EXOS Performance Nutrition was introduced to the market through macro influencers (like Odell Beckham Jr., JohnJay of JohnJay & Rich radio show, Dr. John Berardi, and Ben Greenfield), as we all micro influencers in the fitness and coaching industry. Building on its program, Amy crafted an affiliate network of professionals who aligned with professional certifications and brand values to distribute the supplement line to key audiences looking for the highest quality and performing supplements. 

In addition to building a network, the team built the first digital content and distribution program measured in driving ROI.  Responsible for managing a direct team of 2 digital specialists, and co-leading business efforts with Director of Nutrition and Analytics.

Associate Brand Manager

Martz Parsons

▪ Directed team of five in ideation and creation of brand-aligned marketing campaigns for varying key stakeholders, including YMCA, Yurbuds, and PXG, elevating MoM performance metrics while managing $1M+ marketing budget. 
▪ Executed strategic plans to advance audience engagement and membership enrollment, positioning clients as trusted community brand and enabling sales increases. 
▪ Identified growth opportunities and conceptualized transformational internal processes to increase teamwide efficiency, including dashboard for effective traceability of MoM campaign progression. 
▪ Built a reporting deck for cross-functional team collaboration, empowering teams to understand and surpass shared KPI targets.

Director of Digital Marketing

McMURRY/TMG, LLC

•	Created and implemented interactive marketing strategies for a national children’s retail store, growing social channels and community engagement by +45% in 2013, influencing $2M+ in sales 
•	Implemented onsite marketing for IMSA/Tudor Championship Series, part of the team building a new website and spearheaded  email and affiliate marketing in alignment with SEO/PPC qualifications,  accelerating traffic by 81% and developing a unique fan database from less than 70K to 190K within 1 year
•	Consulted with hospitals and health systems, executing marketing tactics, increasing organic traffic for an orthopedic clinic by 45%, and generating an 18.4% increase in web leads
•	Consistently secured top rankings in lead-generation numbers for a higher education university, utilizing SEM efforts, providing a $298 cost-per-acquisition with a 12:1 return ratio, leading to an escalation in program spend of $3.2M 
•	Segmented the target audience for 3 clients through social advertisements to enhance on the quality for community size and engagement, accelerating to an average 6:1 return against expenditures
•	Led social reputation management for 3 major crises, including a factory collapse and 2 product recalls using social media channels

Sr. Interactive Marketing Manager

Interactive Marketing Manager, Amy manages online marketing campaigns for a variety of McMurry clients in retail, automotive sports, healthcare and other industries. Her focus is dedicated to developing and implementing holistic interactive marketing campaigns leveraging various digital channels.

Her areas of knowledge and guidance include 
•	Search Engine Optimization local and national strategies (content, site architecture and off-page relationship building), 
•	Pay-Per-Click strategies, 
•	Display and retargeting advertising, 
•	Email marketing strategies (content driven), 
•	Traditional and digital Public Relations and 
•	Social media strategy and implementation

Day to day she manages multiple accounts touching on two or more interactive strategies, works in partnership with client contacts to further goals and objectives, and provides analysis of campaign progress.  Her reports include traditional KPIs of interactive marketing, and expands to analyzing and reporting on sentiment value and business  threats within social communities, viewership of online streams of live website broadcast feeds, and revenue or lead generations by organic search or PPC campaigns. 

The beginning of her career was dedicated to Public and Community Relations for real estate community (commercial and residential as well as international), charities and community programs. She holds a Bachelors Degree from Arizona State University. 

A Sampling of current and past clients and work have included:
•	A local Arizona Credit Union
•	American Le Mans Series presented by Tequila Patron
•	CDK Partners
•	Communication Integrators Inc / guestLINK (now as G-Link)
•	Fresh Start
•	Great Place to Work Institute
•	Higher education in Arizona
•	Hotel Andaluz
•	Human Tribe Project
•	Life Line Ambulance
•	NJOY – the electronic cigarette
•	Sebring International Raceway
•	Smart Straps
•	The Summit at Copper Square
•	United Cerebral Palsy of Central Arizona
•	Various DMB properties

Interactive Communications Manager

•	Onboarded to spearhead the marketing initiatives, addressing crisis communications and creating industry standards for the NJOY electronic cigarette by forming an association with key stakeholders, including NJOY’s law firm, former Congressman Matt Salmon of the Electronic Cigarette Association (ECA), and other industry health, legal and advocacy leaders, leading to the 2nd largest e-cig company

Director Public Relations

Denise Resnik & Associates

Amy specializes in media relations, news and feature writing, research and sponsorships. 

Prior to joining the agency, Amy served as the public relations manager for a boutique agency concentrating on master-planned resort communities in Mexico. She has also focused on real estate and non-profit projects while working at other Valley agencies. She is a strong advocate for supporting charitable causes and has worked with United Cerebral Palsy of Central Arizona and Students Supporting Brain Tumor Research. 

Amy earned her bachelor’s degree in journalism and mass communications with an emphasis in public relations from the Walter Cronkite School of Journalism at Arizona State University. She is a member of the International Association of Business Communicators and the Phoenix chapter of the Public Relations Society of America.

Account Executive

Fusion Group USA

Fusion Group USA focused on marketing, creative and public relations for master-planned communities in Mexico. In my first three months with Fusion, I was promoted from coordinator to manager. Within the next two months I was again promoted to director of PR where my focus was expanding brand visibility for five properties and the issues of owning a home in Mexico, nationwide.

Account Manager/ Director

Martz

Public Relations Intern

BJ Communications

United Cerebral Palsy of Central Arizona

I was the communications intern assiting the Director and coordinators with special events and media relations.

Comunications Intern

With more than 15 years of digital marketing experience, I built my career cultivating audience and online behavior insights to help brands strengthen their rapport with their audiences while exceeding business objectives. 

Throughout that journey, I've been able to focus on team cultivation, growth and success. Today, I spearhead a team of more than 25 amazing humans, and collaborate with more than 200. 

I am also an avid investor and passionate wine enthusiast who turned my passion into a wine brand with other partners, where we focused on producing quality Arizona wine.

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