■ eCommerce Solutions. Created business plans and resource requirements to scale and support the launch of a direct-to-consumer eCommerce business for a large pet supply distributor■ Digital Strategy. Advisory and consulting for digital strategies for private investment, hotel/hospitality and non-profit firms.

Business/product owner of digital experiences for website, mobile web and app■ Strategy and Digital Roadmap. Create the vision and business cases for evolving the digital experiences across the website and mobile app. ■ Team/Relationship Management. Partner with internal/external Developers, Merchandisers, Creative, and Analytics teams and leading execution, end-to-end. ■ Website/App optimization and a/b testing efforts

Head of digital experiences, responsible for strategy and execution of website, mobile app and kiosk product roadmaps. Lead and direct new product and service discovery, development of functional requirements in agile environments, backlog management and prioritization, UAT and QA, release management, and performance analysis. Foster close collaboration with stakeholders including design, development and commercial & marketing teams. ■ Innovator and Problem Solver. Thought leader, incorporating insights across consumer listening channels, web/app KPIs and commercial performance to shape next generation services and reducing friction across a customer’s journey. ■ Commercial Results. Grew digital transactions from 65% to 70% of all bus ticket sales, while growing mobile app usage +100% YoY through opportunity evaluation.■ Business Case and Budgeting. Provide substantive input to base commercial investment decisions upon and create CAPEX and OPEX budget requirements.■ Strategic Partnering. Evaluate and integrate critical vendors. Hold third-parties accountable for results and continually foster positive relationships and cultural fit.

Executive Director Digital Products■ Product Development. Product evangelist, owning the backlog, prioritization, release planning, and user stories of website and mobile features and functionality.■ UX/UI. Manage the digital design team, advancing usability and feature development.■ User Acceptance Testing and Field Trials. Validation and usability of digital room check in and mobile key through the mobile app.

Accountable for the digital presence of over 1,000 Hilton branded hotels that have generated US$2.2 billion in Web Direct Bookings. Head a team of 30 including Senior Managers that have delivered the “fastest growing channel” for Hilton for 5 years.Delivered content/site experiences that have directly increased website traffic by 20-30% and drove revenue into double digits, compounded over the last 4 years.■ Improving Consumer/User Experience. Have overseen and continue to spearhead projects to improve UX on Hilton’s website and mobile platforms – with all associated analytics, research, design, delivery and stakeholder communications.■ Thought Leadership, Team Leadership. Provided a base of management and technical expertise that fostered a culture of excellence. This resulted in more desirable digital assets, content, imagery and search engine rankings.■ Maximizing Opportunities Group-Wide. Fostered positive cooperative relationships between hotels, large management and ownership companies and external vendors and partners – maximizing opportunities across the group.

Responsible for all Travelocity’s entry pages – homepage, lines of business, informational guides and SEO pages. Directed a team of eCommerce professionals, accountable for attracting, engaging and retaining customers.■ Responsible for product strategy, roadmap and prioritization among my product team while collaborating with Merchandising, Technology, Media, and Lines of Business teams.■ Content development programs including partnerships, user-generated reviews, questions & answers, photos, video, social networking, aggregation, management and distribution. Doubled the number of user-submitted reviews in less than a year.■ Instituted a new Content Management System (CMS); migrating the entire site to a new platform that reduced complexity of page development, increased workflow, and site organization.■ Launched over 10MM long-tail search pages producing over 11MM organic page views annually and approximately a half-million in net revenue. ■ Re-launched homepage and line-of-business pages in 3 months, while introducing location-based package deals, adding 4MM media impressions, and promoting new merchandising programs.■ Built a high-performance team of eCommerce and Interactive Marketing professionals contributing to Travelocity retaking the #1 ranking in consumer satisfaction according to American Consumer Satisfaction Index (ACSI), Feb. 2012.

Attracted over 35 million unique visitors a month, while directing Superpages.com’s consumer-focused website. Responsibilities include creative and technical development, usability, consumer research, content management, search logic, partner acquisition and integration, and national advertising programs.■ Founding member of Superpages.com, leading it from start-up to a $350 million business and over 3 billion searches annually, ranking it among the top 50 most visited websites in the U.S.■ Direct content acquisition programs, securing strategic partnerships and utilizing technology to collect critical content, generating $3 million in non-advertiser revenue and accounting for 30% of all clicks.■ Employ comprehensive consumer research and testing to improve use and usefulness of products and services on the website and through 3rd-party distribution partners.■ Established user-generated content programs including consumer reviews, personalization and social networking to improve the depth and quality of business listings while leveraging the experiences and opinions of their customers.■ Transformed the site from a fixed-cost advertising platform to a cost-per-click model, ensuring the most relevant and valuable business are presented to consumers looking for their services. This new model now accounts for over one-third of all online revenue.■ Responsible for the website’s local search engine development, leveraging localized content development programs to match consumer with business that serve their need. ■ Launched SuperTradeExchange.com, a B2B barter network, attracting over 2,000 clients within the first year.

■ Researched social interactions of teenagers and young adults, to develop products suited to their personal needs.■ Produced a suite of communication products for a highly personalized, location-based, social networking service.- Developed product concepts and use cases based on the needs of teens and young adults interacting with friends and family over wireless devices.

Developed the personalization features on AA.com, generating a 29% increase of visits compared to the previous year. Responsible for editorial content and publication of AA’s Net SAAver email, distributed to over 2-million subscribers.■ Conceived and led the transformation of AA.com new “purpose of visit” interface. A highly personalized web experience, tailored to fit the unique need of each AAdvantage customer.■ Led international teams at the member carriers to collaborative and develop our e-business strategy for the Oneworld global alliance web team. We integrated content on the respective carrier websites and launched Oneworld.com, which offered international airline and destination information as well as online ticketing capabilities.■ Introduced guest booking, enabling non-AAdvantage members to book flights on AA.com, accounting for the majority of online reservations today.■ Segmented user-types by activity (frequent fliers, mileage builder, etc.) and developed content and 3rd-party offers they found desirable and useful. ■ Managed consumer application development on AA.com, including fare sale notifications and offers based on an individual’s activity and interests.■ Managed the editorial team who created customized experiences and targeted content for AAdvantage customers.