How I think
Strategic, curious, practical, and always asking why.
Hi, I’m Tori.
I turn messy data, scattered channels, and big business goals into clear media strategies built to perform—without losing the human part along the way.
Full-funnel thinking for real humans.
4 +
Years managing integrated paid media and client strategy.
7 +
Major advertising platforms and channel environments managed.
10 +
Years of historical data analyzed for a seasonal growth strategy.
About
Sharp strategy. Muddy boots.
Curiosity is one of my favorite strategy tools.
I like finding the pattern hiding underneath the noise—the audience behavior, seasonal shift, creative signal, or tiny reporting clue that changes the whole plan.
My work lives at the intersection of media strategy, hands-on buying, data analysis, and storytelling. I’m happiest when I can connect all four and make the next decision feel obvious.
Outside of work, I’m usually hiking, climbing, paddling, practicing yoga, gardening, or dancing with absolutely no concern for looking cool.
Where I thrive
Audience insight, optimization, and cross-channel planning.
What I value
Clear thinking, honest collaboration, and work with meaning.
What I bring
Equal parts spreadsheet tabs, creative instinct, and follow-through.
Selected work
Strategy you can see in the results.
A closer look at how I identify the real problem, build a smarter path forward, and translate performance into decisions people can actually use.
Annual revenue trend
+29.4% YoYData Analysis / Growth Strategy
Driving Revenue Through Data
I analyzed more than a decade of revenue, attendance, programming, and tourism data to uncover what was really driving park performance—and turned those findings into a seasonal growth strategy.
$816K
2025 annual revenue
+29.4%
Revenue growth versus 2024
10+ yrs
Historical performance reviewed
01
The Problem
Revenue fluctuated year to year, but the organization lacked a clear understanding of what was driving stronger-performing months.
02
The Insight
Higher-performing periods aligned with specific park programming, seasonal demand, and stronger reasons to visit—not simply higher media spend.
03
The Strategy
I built a seasonal approach that connected paid media, programming, audience intent, and creative messaging around the moments most likely to drive action.
04
The Result
Revenue reached $816,087.90 in 2025, an increase of $185,540.95—or 29.4%—over 2024.
Additional projects
Scroll sideways to keep exploring →
01
Google Ads / Search / Shopping
Search + Shopping Optimization
Refined paid search and shopping activity to improve query relevance, budget efficiency, and conversion-focused optimization.
02
Cross-Channel Planning
Full-Funnel Media Strategy
Connected awareness, consideration, and conversion tactics into one cohesive plan with clearer channel roles, audiences, KPIs, and creative needs.
03
Reporting / Measurement
Campaign Intelligence Systems
Built connected dashboards and reporting structures that made performance easier to understand, compare, and turn into useful next steps.
Skills
What’s in my trail pack.
A practical mix of planning, platform execution, measurement, and creative problem-solving.
Media Buying
Paid social, paid search, programmatic, budget pacing, audience targeting, bidding, trafficking, and campaign optimization.
Strategy
Full-funnel planning, KPI mapping, channel role definition, audience segmentation, budget allocation, and testing roadmaps.
Analytics
Performance analysis, trend spotting, dashboard development, reporting, data storytelling, and optimization recommendations.
Creative Testing
Hook testing, messaging analysis, format recommendations, landing-page feedback, and audience-to-creative alignment.
Meta Ads
Google Ads
GA4
Google Tag Manager
Looker Studio
StackAdapt
Snapchat Ads
WordPress
Elementor
Adobe Creative Cloud
Airtable
Supermetrics