My first full year running paid media at Upper Deck
Every paid campaign across Sports, Entertainment and Games, on Meta, Google, Reddit, X, Twitch and CTV. Switch years to compare.
Paid media spend$788K
15% less than 2025 (line marks 2025)
Paid media revenue$18.6M
45% more than 2025 (line marks 2025)
Return on ad spend
23.5x+71%
Campaigns run
217+51%
Click-through rate
1.18%2x
Cost per click
$0.27-34%
Cost per acquisition
$2.94-34%
e-Pack return on ad spend
105x+88%
The 2026 gains came from efficiency rather than budget: more campaigns, tighter audiences and better creative rotation on a smaller spend. e-Pack, Upper Deck's digital card platform, drove $16.9M on its own.
What I own day to day
Three business units, eight brand websites and a lot of product launches. Here is how the work breaks down.
Four sites I built on my own time
Each started with a problem I kept running into. I did the research, positioning, SEO, copy and build for all four, and they are live now. Try a piece of each one below.
Cradle Score
Independent scores. No brand can pay for a better one.
A 0 to 100 score for baby products, built for expecting parents making a registry. Every claim links to its source, and products with open recalls get a warning instead of a score.
Scoring methodologyTrust and sourcingAudience researchSEO content
Try the scoring model: materials and safety 40%, parent consensus 40%, value 20%
Free browser tools for the marketing chores I do every week: an ad image resizer, ad copy counter, UTM builder, subject line previewer, ad specs directory and a ROAS calculator. Nothing to sign up for, and files never leave your device.
Paid media know-howWorkflow designAd-supported model
Ad copy counter: Google Ads headline, 30 characters
Paid media, email, web and reporting for Sports, Entertainment and Games, with two direct reports.
2023 to 2025
Marketing Manager
Pocketnest, remote
Grew leads and conversions 250% in six months and lifted organic rankings and site conversions 50% each.
2021 to 2025
Paid Social Consultant
RoVan Media
Ran paid social for clients across six platforms at an average ROI above 350%.
2021 to 2023
Marketing Specialist, then Marketing and Project Manager
RYVYL
Took a P2P stablecoin platform from idea to market and ran communications for a parent brand and five subsidiaries.
2019 to 2021
Account Executive
Kenas Home, a Li & Fung company
Grew upholstery revenue from under $1M to over $3M in two years, working with teams in five countries.
2018 to 2019
Paid Social Media Marketing Specialist
Petco
My rookie season. Ran social for 12 private-label nutrition brands and grew their budgets at least 15% a year.
Surf photoWith TaylorFloyd
Off the clock
I grew up on marketing at the University of San Diego and never left. Most of my free time happens within a few miles of the coast.
If there is swell, I am in the water somewhere between Pacific Beach, La Jolla and North County. The rest of the weekend is time with my wife, Taylor. That usually means a farmers market run and cooking at home, where I care more about where the ingredients came from than about the recipe.
Our dog Floyd, a Cane Corso and Neapolitan Mastiff mix, keeps us both honest about getting outside. And when I am not building a side project, I am usually halfway through a fantasy novel.
Get in touch
Open to conversations about digital marketing leadership, growth roles and interesting projects.
