Senior Digital Performance Marketing Leader & Strategist

Executive Summary Highly accomplished and results-driven Senior Digital Marketing Leader with over 15 years of progressive experience spearheading multi-million dollar digital media campaigns and leveraging advanced AI tools to optimize performance for Fortune 500 and Enterprise-level clients. Proven expertise in programmatic, paid social, paid search, and omnichannel strategy, with a strong track record of building and mentoring high-performing teams, driving innovation in ad tech, and delivering substantial ROI through strategic vision and execution. Adept at P&L management, client retention,leveraging machine learning and advanced AI technologies to craft impactful reporting, and fostering cross-functional collaboration to achieve aggressive business objectives.

Select Professional Experience

Power Digital Marketing – San Diego, CA (Remote) Account Director (July 2024 – January 2025)

• Led strategic oversight for a $2 million annual digital marketing retainer, managing a diverse portfolio across paid media (paid social, search, Amazon, programmatic), affiliate, email, SMS, site, and creative channels.
• Directed annual paid media budgets exceeding $10 million for multiple omnichannel and e-commerce businesses in the fashion sector, driving cross-channel media and marketing planning for performance-oriented campaigns.
• Functioned as the primary client contact and Subject Matter Expert (SME), ensuring exceptional project management, strategic execution, actionable data-driven insights and reporting, and strong client relationships.
• Managed full account P&L, monitored client business metrics via data-infused AI dashboards, and optimized team structure/resource allocation to maximize profitability and performance.
• Identified and secured service expansions for key footwear clients, increasing monthly recurring revenue through new scope for conversion rate optimization and video production.
• Enhanced reporting processes across multiple accounts through the use of internal proprietary data warehouse and AI interpreting layer, significantly improving comprehensibility and effectiveness through strategic use of relevant visualizations.
• Actively contributed to new client sales acquisition, leveraging deep industry expertise.

Starcom Worldwide – Detroit, Michigan Associate Director (August 2019 – June 2024)

• Managed and led a team overseeing a $50 million annual digital marketing budget across programmatic, social, and direct buys for a national telecom client, previously managing enterprise-level pharmaceutical accounts.
• Pioneered the first-ever test of 3rd-party-cookieless targeting solutions (including DStillery IDFree) for Novartis, driving innovation in privacy-first advertising via AI-powered look-alike modeling.
• Developed and implemented a revised inventory strategy for Novartis, leveraging SSP partnerships to achieve significant cost-savings on premium inventory and streamline team workflows.
• Invented standardized naming conventions across multiple DSPs for the programmatic team, enhancing operational efficiency and data integrity to enable data warehouse aggregation and the building of automated dashboards.
• Spearheaded the launch of Google Display & Video 360 for a Novartis MS drug brand, expanding the client’s programmatic capabilities.
• Orchestrated the first-ever implementation of Facebook lead generation ads for Novartis, achieving a Cost Per Lead (CPL) less than half the industry benchmark rate.
• Drove significant lift in paid social CTR for a pharmaceutical client by strategically implementing new demographic targeting for their Multiple Sclerosis drug portfolio, optimizing performance while adhering to stringent FDA and FCC regulations.

Choske Consulting LLC (www.choskeconsulting.com) – Detroit, Michigan Principal – Digital Marketing (January 2018 – Present)

• Founded and led a digital marketing consultancy, serving as key digital marketing planner, strategist, and manager across search and social channels for a diverse client portfolio.
• Restructured an e-commerce paid search account, driving a 57% month-over-month reduction in Cost-Per-Click (CPC) while successfully preserving traffic and sales volume.
• Led and executed a pioneering paid Instagram branding campaign for a national Enterprise-level client, resulting in a 10-point lift in brand recall and an 11-point lift in purchase intent (measured via brand lift study).
• Expanded service offerings without increasing headcount by aggressively investing in AI-powered solutions to drive video, audio, and image content creation that supports marketing campaigns, while leveraging tools to improve the generation of landing pages and SEO-focused text content.
• Initiated the first-ever Cardlytics pay-per-click advertising execution for a national Enterprise-level client, enabling behavior-based user targeting and direct dollar-value conversion tracking.
• Successfully delivered website development projects (e.g., FightStudentDebt.com, Hansen Clarke for Congress) leading to client election outcomes, and provided business consulting/AdWords analytics leadership for VoiceGig and DYSR.

Reprise Media – Birmingham, Michigan Associate Account Director (May 2017 – January 2018)

• Directed a 15-person marketing team specializing in paid search management (Google and Bing) for an enterprise-level automotive brand, overseeing both Tier 1 and Tier 2 campaigns.
• Managed cross-functional teams supporting over $220 million in combined Tier 1 and Tier 2 paid search budgets across the Fiat Chrysler Automotive (FCA) portfolio.
• Pioneered the integration of advanced audience targeting with custom lists in DoubleClick Search (DS) through collaboration with social media teams and external data partners, a first for the client, using Google’s advanced artificial intelligence to improve targeting and bidding.
• Developed and launched the first Amazon Marketing Services campaigns for FCA, significantly expanding the client’s e-commerce advertising footprint.

iProspect – Detroit, Michigan Account Manager (October 2013 – May 2017)

• • Led teams managing $25 million in search, social, and SEO efforts for multiple brands at an enterprise-level automotive company.
  • Orchestrated a pilot of Instagram’s new “Panogram” ad unit for GMC (a brand-first initiative), driving 7 million impressions, an 11-point lift in brand recall, and a 2-point lift in brand favorability.
  • Planned and managed comprehensive search and social media components for a GMC branding initiative, integrating Facebook, Twitter, Google, and traditional media to achieve measured lifts in brand perception.
  • Successfully managed the transition from Marin’s search management platform to DoubleClick Search, enhancing reporting capabilities, optimizing performance, and reducing team workload.
  • Drove a 20% improvement in paid social outcome rate month-over-month for an automotive client by leveraging behavioral targeting, look-alike audiences, and performance analytics to inform creative strategy.
  • Consolidated reporting for clients across digital channels, leveraging naming conventions and appropriate meta data to enable the data warehousing of marketing performance and the use of algorithmic machine learning to speed report creation.

Additional Experience: Interactive Marketing Specialist at Core3 Solutions (2013), Senior Online Advertising Strategist at Brand Labs (2009-2011), AdWords Account Associate at Google (2008-2009)

Education and Credentials

Master of Business Administration (MBA) ∙ 2015-2017 ∙ University of Michigan – Dearborn, MI

Bachelor of Arts in International Relations and German ∙ 2004-2008 ∙ Michigan State University – East Lansing, MI

Certifications: Google AdWords, Google Analytics, Bing Ads, BrightEdge, Twitter Flight School, Facebook Ads, DoubleClick for Search, Digital Solutions, Kenshoo Social, Marin Enterprise, The Trade Desk, Google Display & Video 360