Selected Work
Cooks Pest Control - Marketing Director, 2016-2024
"As Marketing Director for Cook's Pest Control — a top 10 U.S. pest control company by revenue, operating across Alabama, Georgia, Tennessee, Mississippi, and Florida — I owned marketing strategy and execution for a 40-office network. That meant every channel: search, outdoor, direct mail, and streaming audio, run through a 6-person internal team and a roster of specialized agencies (Tombras for TV and outdoor creative, GS&F and later Intermark Group for web and digital). Over 8 years, we delivered sustained double-digit revenue growth."
Case Study: Talladega Superspeedway
The Challenge: Pest pressure in the Southeast peaks in April, May, and June — the exact window of Talladega's spring NASCAR race weekend.
The Insight: Attendee data showed race fans came from within a 200-mile radius of the track — meaning virtually every visitor already lived inside Cook's service footprint.
The Strategy: A three-season sponsorship partnership with Talladega Superspeedway, including negotiated signage and activation assets and an on-site activation presence during race weekend.
The Hook: "If we can protect two miles of oval track — with restrooms and concession stands serving thousands of fans — from pests, we can protect your home."
The Result: Three consecutive seasons of high-visibility activation, positioning Cook's as a regional household name during the exact weeks pest pressure peaked.
Pro Sports & Entertainment Partnerships
"Beyond Talladega, I built and managed sponsorship relationships with the Atlanta Braves (MLB), Atlanta Hawks (NBA), Nashville Predators (NHL), Mobile BayBears (MiLB), and Pensacola Blue Wahoos (MiLB) — handling everything from deal negotiation and asset selection to on-site activation and media buy management."
"The strategy behind all of it was the same: reinforce the good times customers were already having with family and friends at the game, and connect that feeling to Cook's — so when they thought about protecting those same good times at home, our brand was already there."
Collegiate Athletics Partnerships
"Alongside the pro sports and motorsports relationships, I maintained long-standing collegiate sponsorship partnerships with the University of Alabama, Auburn University, the University of Georgia, the University of Tennessee, and Samford University. These ran on a smaller budget than the professional partnerships, with a mix-and-match menu of assets I could tailor to each school and season to hit specific goals."
Case Study: Growing Sponsorship & Service Together
The Challenge: Sponsorship visibility alone doesn't grow a service business — the two need to reinforce each other.
The Strategy: At Alabama, Auburn, and Samford specifically, I worked to expand Cook's actual pest control service contracts on campus — dorms and athletic facilities — at the same time sponsorship investment increased.
The Result: Both sides of the relationship grew together: deeper brand visibility through the sponsorship, and a larger, recurring service footprint on each campus.
Case Study: The COVID-19 Commercial Turnaround
"The Challenge: A new Cook's TV commercial was set to launch the Monday after COVID-19 shut the country down — timed and toned for a world that no longer existed by the time it would air.
The Strategy: Over that single weekend, I worked with a team member to write, produce, and finish a new 30-second spot addressing the situation head-on: acknowledging how serious COVID was and laying out exactly what Cook's would do to keep customers and technicians safe.
The Result: The new spot replaced the shelved campaign and was on air that Monday as planned — the original campaign wasn't scrapped, just held until conditions improved, and ran later once things settled down.
Scaling Marketing Across Multiple Markets
"Running a consistent brand across 40 offices in five states meant treating local visibility as its own discipline — keeping search presence, paid and organic, strong in every individual market, not just at the brand level. That local-market rigor is a big part of what I bring to multi-location and franchise clients today."