00Marketing CV

Bird
Baay

Five years, six people, one department that didn't exist when I got there. I built the team, the workflows, and the strategy from the ground up across paid media, content, video, web development, and creative. Managed a $250K/month Google Ads budget and reported directly to the board. The numbers below are what that looked like.

Google AdsKlaviyoMeta AdsShopifySEOEmail AutomationAI ArchitecturePaid MediaB2B E-CommerceLangChainRAG PipelinesChromaDBC4 FoundationContent StrategyTeam LeadershipGoogle AdsKlaviyoMeta AdsShopifySEOEmail AutomationAI ArchitecturePaid MediaB2B E-CommerceLangChainRAG PipelinesChromaDBC4 FoundationContent StrategyTeam Leadership

01B2B & B2C E-Commerce

Director
of Marketing

Sea-Land Distributors
E-Rigging.com

Dec 2020 – Feb 2026

$35^M+

Revenue facilitated

$1.7^M

Email revenue, 10 months

$250^K

Monthly Google Ads budget

~$12^K

Monthly paid social budget

Direct reports

Years of board-level reporting

Led paid media, content, video, web development, and creative for a national B2B e-commerce operation — a department built from scratch, including team structure, workflows, and onboarding processes that didn't exist before. Managed a $250K/month Google Ads budget, owned product launch strategy, ran vendor relationships, and reported to the board. Organic search was the largest single acquisition channel, driving 405K new users. The channel performance below is 2024 vs. 2023 across the same traffic volume.

Organic Search

+138.79%

Key events YoY

405,112 total users · 397,228 new

Paid Search

+178.02%

Key events YoY

Users down 15% · rate 8.36% → 27.72%

Cross-Network

+193.75%

Key events YoY

Conv. rate 9.41% → 27.27%

Paid Social

+345.4%

Key events YoY

Conv. rate 1.02% → 4.01%

Direct

+127.09%

Key events YoY

Conv. rate 13.26% → 27.36%

Organic Video

32.9%

Highest key event rate · any channel

+115.18% key events YoY

Organic Search — Total UsersLargest single channel · 2024

405,112

Organic Search — New Users2024

397,228

Organic Search — Key EventsYear-over-year

+138.79%

Organic Search — Key Event Rate2024

24.53%

Paid Search — Key EventsYear-over-year · users down 15%, conversions up

+178.02%

Paid Search — Key Event Rate2023 → 2024

8.36% → 27.72%

Cross-Network — Key EventsYear-over-year

+193.75%

Cross-Network — Key Event Rate2023 → 2024

9.41% → 27.27%

Paid Social — Key EventsYear-over-year

+345.4%

Paid Social — Key Event Rate2023 → 2024

1.02% → 4.01%

Direct — Key EventsYear-over-year

+127.09%

Direct — Key Event Rate2023 → 2024

13.26% → 27.36%

Referral — Key EventsYear-over-year

+264.17%

Organic Video — Key Event RateHighest of any channel · 2024

32.9%

Organic Video — Key EventsYear-over-year

+115.18%

Site-Wide Key Event Rate2023 → 2024

8.36% → 21.23%

Total Key EventsYear-over-year · all channels

+155.03%

Abandoned Cart — All FlowsBuilt from zero

$657K

Product-Specific Cart FlowsBuilt from zero

$56.5K

Abandoned Cart — Marine RopeAutomated flow

$45.6K

Backorder EmailAutomated flow

$45.2K

Browse AbandonmentBuilt from zero

$25.6K

Abandoned Cart — Cable RailingBuilt from zero

$5.1K

Abandoned Cart — CrenshawBuilt from zero

$5.3K

List GrowthYear-over-year

+85%

Subscriber Count2,700 → 4,756

2,056 net new

Opt-In AcquisitionsHealthy ratio

2,275 opt-ins

Average Open RateIndustry avg 29.81%

35%

Average Click RateIndustry avg 1.74%

10.5%

New Website UsersThree years

Active UsersSep 2022–Sep 2025

4.1M

Average Session DurationEngagement quality

1m 41s

Conversion Rate2023 → 2024 · key event rate

8.36% → 21.23%

Orders Year-over-YearSame traffic volume

+155%

Organic Search — Total UsersLargest single channel · SEO-owned · 2024

405,112

Organic Search — New Users2024

397,228

Organic Search Key EventsYear-over-year · 2024 vs 2023

+138.79%

3DCart → Shopify MigrationProject owner · Scrum · End of 2022

2,000+ SKUs

Platform Evaluation & SelectionVariant architecture · bulk update performance

Multi-platform eval

Catalog MigrationPrivate label + 3rd party brands

Full rebuild

Post-Migration SEO RecoveryRankings tanked · redirect mapping · crawl audit

~1 year to recover

02AI Architecture & Integration

In-House
Specialist

Sea-Land Distributors
2023–2026

Vector databases deployed

4⁺

Custom RAG pipelines

LLM fine-tuned, domain-specific

Served as the company's in-house AI specialist alongside the marketing director role. Built vector database architectures, custom FAQ schema scrapers to feed retrieval pipelines, data pipelines, and automation tooling that changed how the team operated day-to-day. Also built the team's organizational infrastructure from scratch — workflows, onboarding, and documentation that didn't exist before. This was not prompt engineering. It was infrastructure.

Product Knowledge BasePinecone + ChromaDB

RAG pipeline

FAQ Schema ScrapersCustom-built · fed RAG pipelines

Python

LLM Fine-TuningDomain-specific training

Custom models

LangChain IntegrationInternal tooling

Workflow automation

Data Pipeline DevelopmentCross-department deployment

Operational

Team Workflows & OnboardingBuilt from zero · no prior infrastructure

Org design

Stack: Pinecone · ChromaDB · LangChain · OpenAI API · Anthropic API · Python · Custom fine-tuning pipelines · Shopify data integrations

03Event Production

Production
Manager

C4 Foundation
2022 & 2023

Annual galas produced

Venue: National WWII Museum, New Orleans

Produced the C4 Foundation's annual fundraising galas at The National WWII Museum in New Orleans in 2022 and 2023. Full event production scope, from the first planning call through the night of: sponsor ROI strategy, talent coordination, vendor management, and audience experience design.

C4 Foundation Annual Fundraising GalaProduction Manager · National WWII Museum

2022

C4 Foundation Annual Fundraising GalaProduction Manager · National WWII Museum

2023

Full event production scopePlanning through night-of

Scope

Sponsor ROI strategyTalent coordination · Audience experience

Strategy

Revenue figures are attributed where verifiable Channel performance data sourced from Google Ads and GA4 Email data sourced from Klaviyo References available upon request

BirdBaay

Previous Work

BirdBaay

Previous Work

Live Entertainment

Video Production

Graphic Design