Sidrah Althaus

Serving as the Vice President of Digital Marketing at Avocado Green Brands, Sidrah leads full-funnel marketing strategy across acquisition and retention. With a sharp focus on data-driven decision-making, she oversees performance and omnichannel growth across marketing channels, including search, social, email, SMS, display, OOH, audio, and broadcast, ensuring alignment with Avocado’s sustainability mission and business objectives. Since joining Avocado in 2019, Sidrah has been instrumental in scaling the brand’s upper-funnel presence, launching its first-ever national TV campaign, and expanding into audio and streaming channels in 2020. Under her leadership, the brand has achieved industry-leading performance. Sidrah brings deep expertise in media, budget planning, forecasting, and multi-touch attribution. She leads integrated marketing efforts guided by media mix modeling, a/b and multivariate testing, and robust reporting frameworks to optimize performance across all stages of the customer journey; while managing multi-million-dollar budgets. Her work blends analytical precision with brand storytelling, making her a seasoned architect of sustainable, scalable marketing programs. Sidrah is inspired by Avocado’s commitment to sustainability and zero-waste manufacturing, which drives her strategic approach to ethical growth and long-term customer relationships.

Paid acquisition, digital partnerships, content marketing and organic audience growth for Time Inc's Sports Illustrated Group including: SI.com, Golf.com, SI Swim, SI APP, SI Kids and Fansided reaching 30MM monthly unique visitors across platforms.

DISPLAY: - Led display strategy for Lord & Taylor, shifting focus from traditional media buys to branding, prospecting and remarketing across top performers including social and programmatic exchanges. - Managed multi-million dollar media budget, monitored KPIs to deliver on campaign goals, driving awareness across marketing channels. Improved monthly ROI by 68% within first month of program transition. - Direct ownership of display promotional calendar, creative, reporting and analytics; uncovering insights, assessing results and optimizing campaigns to improve performance. - Built strong relationship with key partners, digital agency and internal teams, advocating for display program as a value driver for the business. SEARCH: - Oversaw all search marketing efforts for Lord & Taylor, managed search team and multi-million dollar annual SEM budget. Grew monthly ROI by 38% in first month of joining the team. - Collaborated with internal teams and stakeholders to establish goals, set campaign objectives in conjunction with L&T promotional calendar, supporting company-wide sales, seasonal and PR driven initiatives. - Managed agency partners; routinely audited search program to maximize campaign efficiency. - Educated internal teams on search engine optimization while advising on SEO best practices that impact on-page and off-page elements, helping to increase site visibility in SERPs.

- Led all aspects of search engine marketing, paid syndication and paid discovery for iVillage. - Managed multi-million dollar media budget, ensuring campaigns perform inline with goals; worked with internal teams and vendors to deliver a profitable ROI across all marketing initiatives. - Supported sales goals and initiatives while increasing repeat visitors to site. - Collaborated with senior editors to create content using SEO best practices. Used site performance to inform SEO strategy and identified areas of opportunity. - Collaborated with front-end and back-end developers to improve overall site functionality, A/B and multi-variate testing using SEO best practices.

- Strategized, implemented and managed SEM campaigns to maximize all KPIs for top retail, CPG, finance and real estate brands. Managed daily performance, optimizing for search, content, mobile and display. - Supported weekly promotional calendars and new marketing initiatives. - Managed a team of search specialists, working closely with vendors to ensure successful launch of new projects under tight deadlines. - Client Portfolio: Prudential Financial, K12, Sotheby’s Realty, Tommy Hilfiger, Conair Corporation