Introducing EB Strategies

Welcome!

I am very excited to introduce EB Strategies to the world. As a seasoned digital advertiser, I have spent my career working with companies who want to make a significant impact in their respective industries. What sets me apart is my ability to tackle big challenges, problem-solve, innovate, collaborate and deliver the best results for whatever project I work on.

My Background

My background is somewhat unconventional. I made a pivot from polling and message strategy to digital advertising in 2017 after joining a special election campaign in Montana as the campaigns Digital Director. Shortly after that, I was hired at a brand new digital advertising agency, Lockwood Strategy, that had no existing processes, norms, or expertise. What our team did have was ton of drive and the ambitious goal of breaking into the political digital advertising world, in order to, well.... break the political digital advertising world as it existed at the time, using impact as our north star over profit.

At Lockwood, we handled client campaigns big and small but as time went on, we had the privilege to run internal campaigns where we were the client. This allowed us to cut out a lot of the “optics” and vanity metric work that often comes with traditional agencies. Instead we were able to really shoot for impact. We could use a level of experimentation and take on a level of risk in order to find things that work.

And in order to support the big ideas and corresponding workload we were handed, we had the challenge and opportunity to build our compass from scratch. We had to come up with processes and tools to run some of the the most complex programs (imagine getting handed a project where the goal was to figure out how to media plan and execute over 100+ unique State Legislative campaigns all at once).

My Work Ethic

As one of my manager's put it, I always over-indexed in innovation and ownership. Whenever we were handed a project that we were not built to support, I would pro-actively seek the solutions to make the impossible possible.

I learned how to make complex media plans designed to split budgets across multiple races, states and channels based on a number of factors. I taught myself how to hack Google Sheets to create ad naming and UTM tools that could help us standardize our campaigns and reporting. I spent slow weeks learning how to utilize Google Data Studios and Supermetrics to build and automate reports, leveraging complex functions such as Regex Extract to aggregate data and create the cleanest, most sophisticated reports for both internal and external reporting. I then learned the skills to transform our media plans into sophisticated ad automation tools that allowed us to execute incredibly complex campaigns efficiently and accurately.

During the 2020 campaign, I built up the systems that allowed me to direct and oversee over $10MM across campaigns spanning 50+ races, issue areas and states, all designed to drive the maximum amount of impact across our target audiences. I managed a small team was able to launch an average of 100 ads a week, without any major issues or overspends (and very few late nights).

When our CEO had the vision to transform the way news could work to support democracy, I spearheaded the research and production of a white paper that was the foundation of the multi-million dollar investment in Courier Newsroom. As Courier Newsroom was founded, I was tasked with building the infrastructure and foundation that would support its growth and impact, building all the website tracking and digital advertising practices that allowed us to scale in 8 independent newsrooms in the course of two years. Eventually I was hired as the Head of Paid Marketing to spearhead the effort that led to an explosive 400% increase in owned audience growth in just over one year.

Over my career, I have been trusted with more and more responsibility and am known for my ability to tackle any problem head-on. I have worked at every level of an organization and always problem-solve with empathy, taking into account the impacts of decisions on every person involved in a project. I pride myself in my ability to take the most complex problems and break them down to come up with solutions. I actively seek out ways to look deep at what we’ve done, asking the hard questions, and always prioritizing impact as my north star.

My Promise

At EB Strategies, I prioritize impact, innovation, and transparency above all else. I believe in pushing boundaries to execute the most impactful campaigns with whatever resources are available. I am not afraid to call out bullshit when I see it. My passion is not just running ad campaigns but to problem-solve, innovate and experiment to achieve my clients' goals.

If you are interested in partnering in any project big or small, please do not hesitate to reach out! I look forward to diving in and helping you succeed.