Director of Digital Marketing & Strategy

Digital & Media

Strategic marketing leader with extensive experience in brand management, digital and ecommerce strategy and
planning. Possess an established record of successfully managing cross-functional teams to develop and execute
marketing programs in the e-commerce, fashion, finance, healthcare and CPG industries. A self-starter with startup
and Fortune 500 brand experience, and a penchant for entrepreneurial environments.

Brands: COTERIE, PROJECT, MAGIC MARKET WEEK, Kate Spade, Mavi, BB Dakota, Marchesa, J. Lindbergh, Theory,
Chinese Laundry, Trina Turk, French Connection, Rodd & Gunn
•  Responsible for planning, developing and directing branding and marketing efforts for all shows and ecommerce platform-including annual marketing plan, creating of all brand marketing materials, brand
strategy, implementation and tracking of key metrics to ensure company and department goals are met
•  Managed all digital marketing initiatives including SEO, SEM, social media content marketing, email
marketing, influencer programs, partnerships, retargeting and marketing automation -drove qualified
traffic and a 15% increase in conversions for registration as well as e-commerce conversions
•  Developed and executed the e-Commerce strategy, including mobile app experience, defining digital
customer experience, personas and tone of voice.
•  Define and deliver brand training systems to bring the organization along on this journey and instituted a
global brand governance philosophy, enabling execution within outlined constraints
•  Partner with PMM, Sales, Customer Success teams to help define sales and marketing strategies by
identifying new acquisition opportunities including value props, channels, and conversion flows

•  Managed and hired a team of 15 SMEs across digital marketing, analytics, creative and set developmental plans for each member of the team
•  Set overall vision, strategy, roadmap, plans and priorities for the national practice with a focus on revenue growth
and strategic capability differentiation across the portfolio
•  Lead digital transformation while maintaining strategic oversight of client performance, consulting with team and client as needed to set goals, surface key insights and drive prioritization of efforts
•  Own and lead P&L through developing and driving a strategy that met or exceeded the agencies financial goals.
•  Develop KPIs and measurement strategies across all managed brands. Build and own monthly business analyses
identifying key trends, areas of success, opportunity, and concern to accurately project and impact the annual results
of the business with a focus on top line revenue as well as business line profitability.
•  Identify opportunities for revenue growth across east and west portfolios
•  Represent the marketing department as part of Hero's leadership team. Build strong working relationships crossfunctionally
within Hero as well as with external vendors and partners.
•  Provide thought leadership and development of both the traditional and digital marketing space including market
channels, technology, and innovation.
•  Develop comprehensive cross channel strategies, optimization and testing plans and managed a variety of performance levers and data sources across all channels including on and offsite acquisition and retention tactics
•  Partner with CX and product to develop long term site experience roadmaps

VP of Marketing Services

Create and manage paid and organic media acquisition, retention, and conversion strategies across all
consumer touchpoints resulting in a 30% increase in visits, $4 increase in AOV and marked improvement
in conversion rate 1.3% to 1.7%
•  Provide thought leadership around multi-channel digital marketing and fostered a results-oriented culture
of experimentation, testing, and analysis to improve the effectiveness of the marketing team.
•  Develop annual marketing strategy, supported by a comprehensive implementation roadmap, to maximize
channel efficiencies across email, SEO, SEM, Display, Social, Affiliates, Amazon, and Partner Marketing.
•  Manage a team of marketing professionals and lead the development of data-driven consumer insights to drive greater customer segmentation, personalization, and engagement across consumer touchpoints.
•  Redefine marketing performance dashboards to improve cost management and overall KPI tracking.
•  Manage B2B and B2C budgets, forecasting and P&L for all marketing initiatives
•  Conducted US retail launch, marketing, and promotion for over 200 products including site merchandising
and product/site copy development and optimization.
•  Evaluate and be responsible for forecasting of our supply chain and ensure on-calendar execution for each launch
with the operations and supply chain teams.

Senior Director of Marketing

Brands: GoDaddy, Intel, Vans, Jansport, Nautica, The NorthFace, Kipling, RingCentral, Autodesk, Costco,
Salesforce/Demandware, HomeAdvisor, T-Mobile,
•  Proactively engage c-level clients to develop and execute robust marketing plans.
•  Use data insights to track and understand client outcomes, define marketing strategy in alignment with client goals, and forecast and mitigate the risk of churn
•  Own project management, maintaining comprehensive project plans, clearly executing an onboarding,
launch and account management strategy that allows other company resources (Sales, Product Engineering, Leadership Team) to easily engage and align in the process.
•  Collaborate with product and engineering teams to synthesize customer feedback and drive product
development that maps back to the needs of customers
•  Partner with sales counterparts to ensure renewal and expansion opportunities are planned, forecasted and actioned efficiently
•  Contribute to the leadership and scalability of the merchant success team through mentorship, process
optimization, and documentation.


•  Define, test, measure, and optimize GTM system processes and channel success (cohort analysis, LTV, CAC)

Senior Consultant

Brands: Campbell's, PepsiCo (Brisk, Lipton, Sierra Mist), Hasbro (Twister, Monopoly, Nerf, Playskool), Unilever
•  Created integrated marketing campaigns that leveraged original and branded content across digital and social platforms. Built social programs to grow the Hasbro communities to over 1million highly engaged
fans
•  Led client services and supervised content creation across multiple brand teams and verticals.
•  Steered brand positioning and developed short and long-term strategies per client business objectives.
•  Evaluated social and digital initiatives to monitor progress, evaluate, and optimize performance.
•  Managed multiple budgets up to $5M and supervised media buying, recommending optimal spend.

Account Director

Brands: Verizon FiOS, Mattel. Logitech, DVF / Diane Von Furstenberg, Sears, JC Penney, Smirnoff
•  Managed multi-platform social executions, as well as microsite, display and mobile app builds.
•  Conceptualized impactful digital strategies to ensure consistent brand messaging on all platforms.
•  Supervised account team as well as strategy, creative, search, social media resources / execution.
•  Designed metrics and benchmarks to track impact and level of engagement across all activations.

Associate Account Director

April 2007 - March 2010
Brands: Zappos, Proximo Spirits (Three Olives Vodka, Azul, 1800, & Gran Centenario Tequilas, Matusalem Rum),
General Cigar, ShaToBu Shapewear, NYC Department of Transportation, Virgin Mobile, Chobani,

Business Development / Account Manager

TOOLS
BrightEdge/SEM Rush, Criteo, Pepperjam, Google Ads, Facebook business manager, Adobe Photoshop,
Salesforce, Google Analytics, Adobe Analytics, Marketo, Klayvio, Radian6,, TNS, Power BI, Tableau, Datorama

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SYRACUSE UNIVERSITY