Hey, I’m JC.
A digital marketing manager helping brands grow through search, social, and SEO. Always curious, always testing—and always chasing the next great campaign
ABOUT ME
A marketer with a passion for growth and storytelling.
I’m a digital marketing manager with 9+ years of experience building data-driven campaigns across paid search, social, and SEO for global brands in the U.S. and APAC. I combine performance analytics with creative strategy to deliver measurable business results and impactful customer experiences.
I believe marketing is about connecting people with ideas that matter. Beyond work, I’m passionate about photography, capturing authentic moments on the streets of New York City. I also enjoy exploring new cultures, spending time with family, and discovering hidden coffee spots around the city.
Recent role.
Pearson
Digital Marketing Manager
August 2022 - July 2025
New York, NY
Remote
Performance Strategy: Directed multi-channel digital campaigns across paid search, social, and SEO, increasing lead acquisition by 40% year-over-year.
Analytics & Governance: Implemented GA4 and Google Tag Manager across global campaigns; built reporting dashboards in HubSpot, Salesforce, Domo, and Tableau for MQL-to-SQL visibility.
Cross-Regional Campaigns: Managed $600K+ quarterly budgets across AMER, APAC, and EMEA, reallocating spend based on performance insights and testing new acquisition channels.
Agency Leadership: Supervised and managed paid media agencies, aligning execution with internal KPIs to ensure cost-efficient campaign delivery.
SEO & Content: Partnered with product and UX teams to deliver SEO roadmaps that lifted organic traffic by 30% within 12 months.
Experimentation: Launched structured A/B testing across ad creatives, landing pages, and nurture flows, driving a 20% CTR increase and reducing CPL by 15%.
Career Experience
Pearson
Digital Marketing Manager
August 2022 - July 2025
New York, NY
Remote
Credly
Digital Marketing Manager
February 2016 - August 2022
New York, NY
Hybrid
MakerState
Marketing Operations Manager
February 2016 - 2017
New York, NY
Hybrid
Certifications
LinkedIn Advertising Fundamentals Certification
LinkedIn Content and Creative Design Certification
LinkedIn Marketing Strategy Certification
University of South Florida
Digital Marketing Certificate
Google Ads Search
Google Analytics Individual Qualification
Google Ads Measurement
Google Ads Display
AI-Powered Performance Ads
Hubspot
Digital Marketing
Content Marketing
Inbound Marketing
Social Media Marketing
Digital Advertising
SEMRush
AI Powered Marketer
PPC Fundamentals
Competitive Analysis and Keyword Research
Digital Marketing for SMBs
PPC Automation
PPC Fundamentals
Advertising Toolkit
Salesforce
Reports & Dashboards for Lightning Experience
Salesforce Platform Basics
Microsoft
Microsoft Advertising Search Certification
Microsoft Advertising Display & Video Certification
IBM
Artificial Intelligence Fundamentals
Alison
AI-Driven Digital Marketing Strategies
DigitalMarketer
Certified Content Marketing Specialist
Certified Analytics & Data Specialist
Pearson
Skills-Based Transformation
Inclusive Learning Experience
My Skillset
Let’s build campaigns that matter.
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Hands-on expertise in managing multi-channel paid campaigns across Google Ads, LinkedIn, and Meta. Skilled in audience segmentation, A/B testing, and budget governance to maximize ROI and deliver pipeline growth.
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Experience developing SEO roadmaps that improved technical performance, keyword visibility, and organic traffic growth. Partnered with product and UX teams to align content with user intent and business goals.
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Proficient in GA4, Google Tag Manager, HubSpot, Salesforce, Tableau, and Domo. Skilled at building full-funnel dashboards to measure campaign performance, lead quality, and MQL-to-SQL velocity.
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Proven ability to plan and execute global B2B demand-generation campaigns. Focused on aligning marketing with sales objectives, setting KPIs, and driving measurable results across AMER, APAC, and EMEA.
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Experienced in optimizing workflows and governance across marketing systems. Strong background in lead scoring, funnel management, and implementing scalable frameworks for campaign execution.
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Skilled in Salesforce and HubSpot for lead management, campaign automation, and pipeline reporting. Experienced in using automation to nurture leads and improve conversion efficiency.
Smart Forms, Better Leads: A Paid Search A/B Test
Redesigned Credly’s PPC landing page form to filter out low-intent badge earners and attract qualified B2B leads. The step form reduced bad submissions by 64% and increased close rates by 2.5×, while improving conversion rate by 22% and lowering CPL by 15%. This test became the foundation for ongoing experiments across both Credly and TalentLens campaigns.
Featured Marketing Work
Targeted Awareness at Scale: ABM Campaigns for Pearson
Launched a multi-format LinkedIn ABM campaign using video, carousel, and image ads to drive traffic to high-value reports. Targeted strategic and growth accounts to increase brand awareness, build retargeting lists, and educate decision-makers on Pearson’s workforce and learning solutions.
From Impressions to Registrations: Scaling Deminars with LinkedIn Ads
Launched a LinkedIn campaign to promote Credly’s 30-minute product webinars, using video and message ads. We tested two sender personas—Credly vs. a real solutions engineer—to see which drove more registrations. This experiment helped refine our bottom-funnel strategy and optimize ad performance for lead generation.
