o Developed strategies to enhance client engagement and strengthen brand relationships.o Increased brand awareness through targeted lead generation and B2B marketing campaigns.o Crafted marketing plans leveraging digital and print advertising.

o Led the B2C customer lifecycle through comprehensive hyper-personalized email and SMS strategies,launching subscription, transactional, and promotional automated triggers to drive engagement.o Created all email assets in Figma and deployed campaigns using SFMC Automation Studio andJourney Builder.o Developed and implemented a hyper-personalized customer segmentation strategy grounded inlikelihood modeling to refine targeting and optimize customer outreach and marketing spend.

o Directed all direct marketing initiatives for Best Western Hotels & Resorts in North America, managing ateam of four marketing managers and multiple CRM partnerships, including Movable Ink, CodeWorldwide, and Vibes.o Within my first year, I spearheaded a 20% year-over-year increase in direct booking revenue throughstrategic email marketing, achieved via focus on personalization and real-time, 1:1 communications.o Oversaw deployment strategies for direct mail, digital wallet push notifications, and the Best WesternRewards Facebook Messenger chatbot.o Led the e-commerce and marketing strategy for the Best Western Mastercard program.o Consistent focus on A/B testing, hyper-personalization, and data governance in compliance with GDPR.o Redesigned the automated email program, developing journey strategies and retargeting campaigns toreach high-conversion segments.o Launched an SMS program to expand customer engagement and booking potentialo Provided executive-level reports on conversion and engagement metrics against benchmarks.

o Directed the direct marketing strategy for PetSmart's lifecycle email communications, transformingmanual CRM tactics into automated, scalable journeys through SFMC Journey Builder.o Led a team of three, overseeing audience segmentation with IBM Unica, campaign analysis, datamining in SQL, and customer service inquiries.o Regularly reported and presented campaign KPIs to key stakeholders, and enhanced the effectivenessof promotional email campaigns by implementing robust A/B testing strategies.

Promoted to work over a team of 12 Campaign Analysts in Gannett’s Customer Insights team. Responsible for driving improvements across all Direct Marketing channels to cut costs; Improving automation and analyzing for efficiencies in data management operations; Managing team projects and reporting key findings to upper management; Evolving analytical reports that measure effectiveness of the Campaign Analyst team; Influenced regional data teams to ensure efficient execution of A/B & MVT marketing campaigns.

Created targeted lists to be used in national level Direct Response sales campaigns for regional newspapers; Strong emphasis on client support, market analysis, data mining and database management; Designed reports aimed at maximizing sales, utilizing Nielsen and Acxiom data as demographic filters; Regularly used Nielsen SMS software to provide clients enhanced understanding of demographic and population trends. Expert user of BlueAnalyzer / SmartFocus database software.

Demographic analysis and sales reporting. Expert in Microsoft Office applications (including Excel, Access, PowerPoint & SharePoint), AS400, iSeries, SmartFocus, Brio Query, and ODBC connections.

Managed the implementation of accreditation procedures; Maintained site visit schedule for high profile clients.

Maintained donations database; Scheduled meetings between members of Congress and Tree Farmers.