- Lead the team responsible for day-to-day ecommerce operations A&F and Hollister Tmall storefronts in China – including marketing content creation, pricing, inventory management, assortment and promotion planning- Lead short term & long-term strategy to achieve aggressive sales growth goals on the Tmall platform (+78% FY 2018)- Collaborate with planning, inventory management and marketing teams in the US and Shanghai to execute Tmall promotions and large marketing events- Manage a third-party vendor in Shanghai to execute daily ecommerce operations - Leading program design and development of China Loyalty program – an omnichannel loyalty platform that includes local stores and Tmall sites- Created and socialized 5 year growth plan for Tmall to gain funding, staffing, marketing and operational support to drive a +25% CAGR- Partner with Strategic Planning and Business development team to asses other marketplace opportunities and create a roadmap for future marketplace expansion- Improved 1-year retention of global marketplaces team to 100% retention in 2018, vs. 60% turnover prior two years by improving role clarity, communication and optimizing process to help team members focus and drive the business

- Researched & developed program structure & benefits of global loyalty programs for Abercrombie and Hollister brands – launching in the US, UK and EU- Business sponsor during IT development that provided input during experience design, requirements, feature/story discovery and prioritization during development of loyalty platforms, gift card sales platform, DMP and other audience targeting tools- Developed multi-channel launch marketing plans for loyalty programs and partnered with stores teams to drive strong loyalty program performance in stores.- Coordinated with marketing and finance teams to plan promotions and deliver omnichannel marketing campaigns to deliver benefits to loyalty customers- Developed and drove CRM segmentation strategy across email, paid search, targeted social & display marketing- Drove testing roadmap for CRM and loyalty testing- Manage first and third party gift card programs for Abercrombie and Hollister - Tested & rolled gift card assortment in Hollister US stores, driving a significant lift in gift card sales - Launched the 3rd party gift card program for Abercrombie and Fitch

Led a team of targeting specialists who select the correct customer segments and acquisition audiences for various marketing tactics.- Developed campaign segmentation for both customers and prospects to achieve campaign objectives- Forecasted campaign performance at a segment level based on historical performance and market/campaign trends- Managed the campaign execution process and timeline, coordinating with internal partners and external vendorsPlanned and executed multi-channel campaigns to cross-sell existing customers as well as acquire new customers. Developed quarterly and fiscal year marketing strategy and objectives as part of the cross-functional marketing leadership team.

- Led the execution of customer segmentation and media selection in a variety of direct to consumer campaigns in order to meet the organization's goals and sales requirements - Supervised a team of 3 campaign analysts' work including: segmentation, forecasting, testing strategy and design, execution and formal analysis on 12 – 20 campaigns annually - Responsible for hiring and professional development of campaign planning analysts - Developed targeting and strategic objectives for all marketing campaigns as part of the marketing senior leadership team to reach short and long term fiscal goals - Managed the dissemination of campaign and market analytics to stakeholders for use in future campaign decisions - Planned and executed the 2013 Gift campaign that mails approximately 22M mail pieces over three months- Managed the relationship with 6 external vendors to ensure proper campaign execution

- Conducted response and financial analysis on direct mail, email, credit card, gift card, and in-store CRM campaigns.- Forecasted sales and traffic impacts of campaigns.- Tracked results to quantify impact on sales, profit and expense in comparison to projections.- Analyzed offer and segmentation strategy to identify growth opportunities with the CRM manager.- Oversaw qualitative and quantitative customer research projects to answer key business questions.

- Created monthly reports for client sites and evaluate site/campaign performance- Provided insights and suggestions for page optimization and improving user experience- Developed event tracking and tagging frameworks for new sites and provide to development team- Built and optimize queries with BuzzMetrics for social media measurement

- Collaborated with analytics team to generate report and provide insights into CIMA site traffic and campaign response.- Developed a measurement strategy for the CIMA analytics group.

Conducted qualitative and quantitative data to support a paper authored by Dr. Dan Gruber and Dr. Paul M. Hirsch.

- Created customer segmentation and personas using qualitative research and quantitative analysis to help inform brand positioning and future programming- Developed a customer loyalty and engagement program to increase audience reach, retention and frequency of use

-- Recruited and worked with approximately 300 applicants and 125 deposited students during each recruiting cycle.-- Managed the Samford Admissions webpage – built new pages and made revisions.-- Developed new publication designs along with University Communications.

-- Designed, produced and managed distribution of promotional materials for concerts at the venue-- Instituted audience demographic and customer satisfaction research for the venue-- Learned Dreamweaver and developed new web pages and maintained the WorkPlay website-- Managed the WorkPlay MySpace Page-- Designed and coordinated all print media/ Wrote, produced, and placed radio promotions-- Produced and edited the WorkPlay Podcast-- Increased unique visitors to the website by an average of 46 percent.-- Interned with company for 1 year before. During that time was director’s assistant on Talladega Nights.