Multi-Channel Marketing

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With a background that spans direct marketing and advertising roles at Foxwood Resort Casino, as well as director-level positions at Mystic Aquarium and The Florida Aquarium, I have demonstrated expertise in multi-channel marketing. I strategically allocated budgets ranging from $500,000 to $4M across various traditional, digital, and social media channels. This approach ensured that our marketing efforts effectively targeted consumers at different stages of their journey and aligned with their media consumption habits. 

 We worked closely with Dunn & Co to overhaul the visual appearance, textual content, functionality, and user experience of Flaquarium.org, aiming to improve its performance and better align it with business goals.

After establishing The Florida Aquarium's brand voice, we collaborated with Dunn & Co to create the 'Fun is in the Water' advertising campaign, which encapsulated our brand's identity, values, and positioning. The campaign, inspired by the duality of 'something is in the water' and our marine life offerings, included TVCs, a full range of digital assets, OOH, radio spots, and more

From 1998-2003 era, Foxwoods Resort Casino had a catchy jingle sung by John Pizzarelli “The Wonder of it All”. When the jingle was retired due to the expiration of the talent license, there was a public outcry from loyalists, locals, and even non-adopters who could sing along. In 2009, at my suggestion, we launched a contest to find the new voice of Foxwoods and an updated version of the original song. Artists were invited to submit demos using the same lyrics, resulting in hundreds of submissions. The top 50, based on popular votes, were reviewed by judges, and 10 finalists were selected. A winning performance was chosen in mid-2010. Although it didn't return to TV screens, the jingle lived on for many years on foxwoods.com.