Professional CV
An empathetic and versatile digital marketing leader who implements a blend of analytical and creative strategies. Demonstrates remarkable skill in crafting compelling narratives using intricate and/or poorly defined data, leading to actionable insights and precise business recommendations, which efforts result in direct and measurable revenue.
Committed to staying at the forefront of industry trends, ensuring effective and innovative digital marketing strategies, and acting as a hands-on leader and mentor for all team members, regardless of level or background.
Professional Recommendations
2007 ➝ 2010
Logistics Coordinator
2010 ➝ 2012
Manger,
eCommerce Store Operations
(Promotion)
2012 ➝ 2015
Manager,
Online Retailing
2015 ➝ 2016
Senior Manger,
Digital Brand
Marketing & Strategy
(Promotion)
2016 ➝ 2020
Manager,
eCommerce Merchandising
2020 ➝ 2022
Senior Manger,
Digital Ancillary Revenue &
Mobile App Lead
(Promotion)
2022 ➝ 2023
Director,
Digital Experience
2023 ➝ 2023
Director,
Digital Experience
& Lifecycle Marketing
(Promotion)
2023 ➝ 2023
Director, Digital Experience & Lifecycle Marketing
Flatiron School
2022 ➝ 2023
Director, Digital Experience
Flatiron School
Career Timeline
Developed and executed a comprehensive B2C and B2B digital strategy that increased consumer applications by approximately 60 per month, leading to an overall revenue increase of 30% YoY, equivalent to $9M per year.
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Increased Marketing Qualified Leads (MQLs) by 275% by implementing the organization’s first sprint planning process for all cross-functional key stakeholders. This improvement greatly enhanced productivity for multiple team members, facilitating an organized and swift decision-making process while managing multiple projects.
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Led and managed a team of 7 direct reports responsible for development, copywriting, graphic design, SEO, email marketing, and user experience. Decreased the website bounce rate to less than 50% (a company first) by implementing dozens of UX improvements.
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Oversaw and launched a comprehensive revamp of the website and a complete rebranding that resulted in a 7% YOY increase in matriculations. Each step was strategically synchronized with business objectives and coordinated across various channels, including blog posts, B2B and B2C Email Marketing, Social Media Campaigns, Digital Development, A/B Testing, SEO, and Graphic Design.
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Maintained and organized the website’s backend system (WordPress) and asset library, and ordered the design and development of new WordPress blocks and features in order to improve the customer user experience to increase both B2C and B2B applications.
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Oversaw, wrote, and launched the organization’s first AI chatbot, in order to route potential students to the correct team, based on self-written natural language questions. This cut down on turn-around time by 5 business days between inbound leads and initial interviews with the Admissions team.
2020 ➝ 2022
Senior Manager, Ancillary Revenue & Mobile App Lead
Avis Budget Group
2016 ➝ 2020
Manager, eCommerce Merchandising
Avis Budget Group
Created and implemented the organization’s first ancillary-first strategy across digital and non-digital channels (direct website traffic, AI Chatbots, Rental Counters, and more), resulting in more than $50M in incremental (net new) revenue annually.
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Grew share of $2 billion direct digital business to over 40% of total company revenue in Americas region by executing a successful digital transformation strategy, focusing on incremental conversion improvements gathered through successful test and learn efforts.
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Personally rewrote all website ancillary product copy using a natural language approach, which increased product take-rates from 2% to 15%.
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Generated $100M in annual ancillary revenue by utilizing behavioral merchandising, personalization, various email tactics, and more.
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Led the Mobile App Team (20 people), guiding the formulation of a comprehensive B2B and B2C strategy, from wireframes to launch.
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Presented in ABG’s monthly 'Executive Ancillary Steering Committee' meetings, delivering presentations to the CEO and leadership team.
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Promoted in 2020 after successfully managing all on-site merchandising efforts, contributing to over $100M in revenue over a 4-year span.
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Created, designed, managed, and presented monthly Marketing KPI Scorecards containing more than 130 metrics, used by hundreds of employees throughout the organization.
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Mentored and taught many colleagues various ways to successfully show and present complicated data sets in a way that made the data easily digestible. Was considered one of the organization's most unique Excel users, using a 'design-first' approach to showcase data.
2015 ➝ 2016
Senior Manager, Digital Brand Marketing & Strategy
Wyndham Hotel Group
2012 ➝ 2015
Manager,Online Retailing
Wyndham Hotel Group
Partnered with Brand Marketing leaders to manage and implement the day-to-day North American digital marketing strategy for eight hotel brands, aiming to maximize conversion rates, generate revenue, increase room nights, and enhance engagement.
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Appointed to a special steering committee involving all three Wyndham Worldwide business units, granting special access to new tools, reports, and a leadership role that contributed to standardizing Wyndham Worldwide’s analytics practices.
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Developed and implemented the Digital Release Sprint Schedule, establishing clear deadlines and expectations for all key stakeholders seeking to publish content or campaigns on the brand websites
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Designed, developed, and implemented all Digital Brand Marketing reporting dashboards using Microsoft Excel’s plugin for Adobe Analytics, along with data from MicroStrategy. This comprehensive approach provided a holistic view of campaign and rate plan performances for any brand website.
2010 ➝ 2012
eCommerce Store Operations Manager
BUILT NY, Inc.
2007 ➝ 2010
Logistics Coordinator
BUILT NY, Inc.
Led the organization’s eCommerce efforts by developing the complete product marketing strategy and online promotional calendar, while also overseeing the Customer Care and Sample Departments.
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Designed and created a 29-page eCommerce Report distributed to senior leadership each month, utilized in key inventory decisions, including purchasing and expanding product SKUs.
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Implemented new technology processes that streamlined order processing time, providing operational savings of more than $10K per year.
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Aggregated the company’s entire seven-year history of online purchases and created a holistic view, allowing leadership to easily understand seasonality and key consumer demand periods.
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Maintained all website back-end components, including item codes, prices, suggested products, SEO copy, and inventory allocation.
Core Competencies
Leadership Skills
Analytic Storytelling, Data Analysis, Data Presentation, Digital Strategy, Revenue Generation, Stakeholder Management, Team Leadership
Marketing Skills
A/B Testing, Behavioral Merchandising, Brand Marketing, Copywriting, Data Analysis, Data Presentation, Digital Merchandising, eCommerce, Email Marketing, Graphic Design, Online Merchandising, Multivariate Testing, Product Marketing, Retail Merchandising, Search Engine Optimization (SEO), User Experience (UX), Website Design
System Skills
Adobe Analytics, Canva, Google Analytics, Microsoft Office, Monday.com, SEMRush, WordPress
Community Involvement
Baseball Coach • Jefferson Lightning
Since 2018, I have been a baseball coach for both our town's recreation department, as well as our travel team, the Jefferson Lightning.
Softball Coach • Jefferson Girls Softball
In 2022, I began coaching girls softball, with girls in grades 1 and 2.
Board of Directors Vice President • Liv Like A Unicorn
From 2020 to 2023, I served as the Vice President for Liv Like A Unicorn, a pediatric cancer non-profit foundation. I handled everything digital, as well as all graphic design needs and clothing/apparel designs.