MARKETING & BRAND STRATEGIST

Slate Electric Flosser / Fast-paced Startup / Feb 2024 - August 2025

I spearheaded strategic brand and growth initiatives that helped scale Slate from $1M to $4M in revenue in under 12 months, positioning the company as a breakout player in the DTC oral care space. I led a full rebrand—including messaging, visual identity, and brand voice—which drove stronger recognition and higher conversion rates across channels. I directed a complete website redesign focused on UX/UI and CRO best practices, resulting in measurable gains in performance and user engagement. In this role, I managed a cross-functional team of 22 contractors across creative, media buying, copywriting, and development while overseeing performance marketing efforts on Meta, Amazon, Pinterest, and Google. Using data platforms like Triple Whale, I built customer personas, analyzed LTV and CAC, and optimized audience targeting and creative strategy to improve efficiency and scale. I also developed high-converting content driven by customer insights and behavioral data, fueling both sales growth and organic social virality. Additionally, I partnered closely with agencies and platform teams to test and launch scalable advertising campaigns for a category-defining product, all while owning budget planning and allocation to balance aggressive growth with disciplined ROI.

Habitat for Humanity-Spokane
Director of Marketing & Communications

For four years, I committed myself to the director role at Habitat for Humanity-Spokane, where I was pivotal in spearheading marketing and communication initiatives that drove real change. Under my leadership, the organization experienced substantial growth in its donor and volunteer database, retention, and donations, thanks to my ability to connect with supporters through relatable storytelling.

Working for a non-profit taught me the importance of a healthy CRM and the necessity of list segmentation when it comes to how we communicate and with whom - I quickly learned that Habitat’s current donor database was the most valuable. Whether launching an entire campaign through email, direct mail, phone calls, or hosting an event to thank our top donors, a lot of strategy was implemented, KPIs were tracked, and I was constantly assessing the ROI.

CF.SCHIBEL DESIGN - Owner

I was the creative and business force behind my freelance venture. From crafting visually stunning concepts to managing client relationships and overseeing operations, I ensured everything aligned with my client's vision.

Throughout this experience, I collaborated with clients to understand their design needs and developed visual concepts that aligned with their brand identity.

I also executed various design projects, including branding, marketing collateral, websites, and digital media, consistently meeting tight deadlines.

I captured high-quality photographs and managed post-production processes, including photo editing and retouching, to enhance image quality.

I maintained and organized a comprehensive portfolio, contributing to increased client satisfaction and business growth.

I have developed exceptional leadership skills throughout the years - but I am continually learning and growing. I’m humbled to be trusted with mentoring people as they navigate their career growth. My ability to relate, motivate, and inspire others has resulted in cohesive and high-performing teams, enabling me to drive results even in challenging - and often understaffed - environments.

At Slate, I managed 22 people and contractors, as well as my own employees.

At Habitat, I oversaw a team of six, including temps, interns, part-time, and full-time employees.

As a leader, I have created and conducted interviews, onboarding plans, 90-day work plans, performance improvement plans, and I always worked to keep everyone engaged and thriving.

Training:
Brené Brown’s “Dare to Lead” Read-Along Workbook

I am eager to take my strategic thinking and experience to new heights by helping bridge the gap in communication for other businesses. My passion for people and well-rounded skill set make me an invaluable asset to any organization looking to grow, build relationships, and thrive.

With my wealth of experience, creative mindset, and keen understanding of marketing and communication strategies, I am ready to empower businesses to reach their full potential, think outside the box, and create meaningful change in the way we connect with each other.