Work experience

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VP of Marketing Strategy @ Access Marketing Company

2024 - Present

Lead strategic marketing planning and growth initiatives across complex organizations, helping leadership teams translate market insight, customer data and performance analytics into scalable marketing strategies and measurable business outcomes..

• Define ideal customer profiles, target markets and go-to-market priorities that align marketing programs with revenue and growth objectives.

• Design full-funnel marketing strategies spanning brand, digital, paid media and lifecycle engagement to drive qualified demand, conversion and long-term customer value.

• Establish performance frameworks for analytics, attribution and demand reporting to ensure marketing investment translates into measurable business impact.

• Advise on marketing technology, CRM and data infrastructure strategies that support segmentation, personalization and scalable growth.

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Major Accomplishment: Standardized analytics tools across the agency to automate reporting and give clients on-demand access to real-time metrics.  / Stats: 50% reduction in monthly reporting time, accelerating client access to key metrics.

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Sr. Director of Consumer Marketing @ Healthgrades

(a RVO Health Company)

2019 - 2024

Responsible for strategy and tactical execution of the consumer marketing department across all onsite and offsite channels, including brand awareness, traffic, acquisition, segmentation & engagement.

• Advocating for the consumer while balancing the business needs

• Empower marketable users to be loyalists & ambassadors for the Healthgrades brand

• Collaborate with product, content and data science teams to outline, deliver and measure effectiveness on strategic direction

• Lead consumer focused campaigns/projects that empower users to make the right healthcare decisions

 

Major Accomplishment: Tripled consumer content traffic, engagement, & revenue contribution by targeted segmentation. Implemented personalization engine. / Stats: +300% YoY revenue contribution via sponsorship & ad revenue, +300% YoY CRM user engagement to content areas

 

Director of Marketing Technologies @ Healthgrades

2017 - 2019

Responsible for all marketing related technology and leading a team that provides strategy, technology design, implementation, operations and support for the Marketing function. Collaborate with the product team and marketing team in implementing and supporting marketing systems.

• Partner with all aspects of the business (data scientists, engineers, marketing and product) in order to promote and drive awareness and engagement to all Healthgrades properties

• Own the tech stack for understanding, attracting, engaging and retaining consumers — turning one-time users into loyalists

• Empower users to make the right healthcare decisions

 

Major Accomplishment: Increased CRM user engagement x18 with focused segmentation. Drove full migration to Oracle Eloqua.  / Stats: x18YoY database engagement

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Web Usability & Marketing Consulting

2012 - Present

Work with B2C & B2B brands to build or enhance their web presence.

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Director of eCommerce @ Shane Co.

2011 - 2017

Responsible for driving sales and ensuring customer service via electronic channels/website and the call center. Additionally, responsible for planning and executing deliverables, operations support, maximizing site results, supporting channel relationships and managing staff.

• Develop business plans by developing electronic market strategies

• Partner with brick and mortar locations to ensure online and phone staff are delivering a consistent experience of excellence

• Assist in defining key technologies to enhance customer experience and productivity

• Measure, monitor, and report on call center performance

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Major Accomplishment: Built from scratch ecom/digital team. Bridged the gap between marketing & IT in order to increase online conversion by 50%. Implemented countless light-weight / cloud-based solutions to enhance the online experience, resulting in double digit sales growth. / Stats: +18% YoY revenue growth, +20% YoY loyalty DB growth, 23 member team, 13 technology partners/vendors
 

 

Director of Partner & Customer Experience @ Net-Results

2010 - 2011

• Manage support and consulting teams

• Oversee new/existing client & partner on-boarding, training and on-going questions for the Net-Results Marketing Automation product

• Consult clients on best practices on marketing automation (including triggered nurture campaigns, visitor tracking, and CRM integration)

• Identify and execute the development of support deliverables including wiki, videos, collateral, presentations, events and webinars

• Monitor system performance and client needs; make recommendations on new features

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Major Accomplishment: Rebuilt onboarding process to reduce training, as well as implement templatized programs for clients. / Stats: 400+ clients (B2B & B2C), 20M+ email sends monthly
 

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Account Director @ Access Marketing Company

2009 - 2010

Devised and implemented a broad range of new marketing and promotional initiatives, focusing on “Business to Consumer" marketing.

• Email / SMS / Loyalty : driving one-to-one messaging to establish brand infinity and frequency

• Display / SEM/SEO

• Podcasting / Video / Demo: create training/content to encourage consumer engagement and re-visit

• Social Media

• Onsite promotion / messaging / blogs

 

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Director of Internet Marketing @ Quiznos

2005 - 2009

• Define & implement the overall internet strategy for quiznos.com, deliverybyquiznos.com & sister properties

• Create, implement, & track search efforts including paid search and natural search optimization

• Identify, implement, & track metrics for online advertising, loyalty, email marketing programs

• Define & implement all emarketing programs (including mobile, gaming, and other emerging technologies

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Major Accomplishment: Quadrupling loyalty database to 2M+ users. Created personalized local franchise loyalty program for franchise owners. / Stats: 1.5M+ monthly uniques, 2M+ loyalty DB

 

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Early Career – Digital Marketing & Web Development

US West / Qwest (now CenturyLink)

Progressive roles in web development, digital marketing, and experimentation across public-facing and internal platforms.​