Responsible for leading the expansion plan for digital products: subscriptions and renewals.• Develop subscription growth, engagement and renewal plans for digital and blended BEC products and of Benchmark Universe platform• Clearly identify the EdTech value of each digital product; be able to emphasize the unique product-specific interactivity that powers instruction and develop marketing and automated engagement campaigns• Co-plan subscriber acquisition campaigns with channel owners• Work with Tech Customer Service to ensure successful completion of subscriber onboard process• Develop training tools—custom videos, text "how-to" guides, live and archived product webinars—to ensure that each digital product is understood, and its subscribers are poised for informed and satisfied use• Employ in-app messaging as well as conventional email delivery• Create subscriber communication plan showcasing tips and best practices to drive ongoing, engaged use of individual products• Coordinate with inside sales, and field reps where appropriate, to drive subscription engagement and usage• Work with analytics and technology teams to procure usage data, develop dashboards, and create appropriate interventions to enact when usage drops• Create renewal series, including early-renew offers and incentive tests, for delivery via email, mail, in-app and outreach by inside sales• Establish renewal pricing in coordination with finance team• Develop conversion plan for free trials and pilots

Business Owner for Scholastic Teachables digital subscription business – Owned the entire P&L. Operated as liaison between tech teams and business stakeholders- Drove revenue and subscriber growth through acquisition, retention, and product development, resulting in 20% revenue increase for 2 consecutive years, 27% lift to subscriber base- Oversaw marketing and development initiatives – managed $400K development budget, $600K marketing budget. Kept within budget while hitting revenue goals.Migrated business onto new platforms, supported corporate technology transformation initiatives- Successfully migrated to new CMS, OMS, Subscription/Entitlement App, and SOLR Search platform within 10-week timeframe- Developed CSR tool for managing subscription/entitlements and order historyDeveloped and executed on product roadmap- Met all deadlines and budget requirements for product feature launches- Worked with stakeholders to define and clearly articulate requirements- Developed product backlog, prioritized efforts to ensure business meets key objectives- Collaborated with marketing and editorial teams to understand goals and mitigate issues- Released dozens of innovative product features, including search/filtering and taxonomy enhancements, advertising and personalization modules, product collections and moreImproved reporting tools, developed product dashboards, enhanced site features- Implemented new data layer, ensuring key data and metrics are collected; result: improved ability to make informed business strategy decisions- Increased customer and prospect site engagement by 25%, via newly developed content recommendation modules

Product strategy, roadmap, and expansion – Partnered with VPs and the President to define and execute on objectives for digital aspects of this product. Owned the product/feature roadmap for the platform.- Released 10+ new iPad app features, all on-time, on-budget; saw heavy subscriber use - Operated as liaison between corporate tech, digital platform teams, and business stakeholders for the integration of magazine products into digital subscription platform- Provided direction and ensured all division wide efforts aligned with corporate transformation strategy- Managed $2.5MM development budgetOversaw cross functional teams in large scale migration of all magazine sites to new platforms- Worked with stakeholders (editors, design, marketing, and internal development teams) to identify priorities, define requirements, and create development schedule- Expedited migration of 23 websites to a AEM content management system by implementing atomic design strategyCreated a new digital team through strategic/organizational planning- Built out new UX/design and front-end dev teams and integrated other cross-functional teams into the product development process- Initiated user-centered product design and development practices within the team, rooted in strong team discovery and clearly defined product strategyImproved project management processes for the digital teams- Implemented AGILE and SCRUM best practices through sprint planning sessions, daily standups, grooming sessions, and retrospectives- Enabled UX and development teams to better understand upcoming projects and resource allocation, improving efficiency and prioritization for job requests, production, and planning

Managed digital product efforts across the Classroom Magazines division for 23 magazine teams. Supported the development of new web-based products.- Defined strategy, requirements, roadmap, and launch with business stakeholders- Built and launched an iPad application for students; 5MM+ downloads- Developed search functionality and many other feature improvements, partnering with editorial teams, producers, design/UX and development teams- Consolidated a fragmented e-Commerce experience into a single storefront for Scholastic Products, working with cross functional teams - Launched Core Clicks, a successful web-based subscription product, offering teachers close reading content for Common Core instruction and ELA- Worked with product and analytics teams to define reporting requirements and KPIs; created dashboards and tracked usage of apps and web properties- Gathered customer feedback and insights by attending education conferences and conducting focus groups; visited schools to see real class usage and engaged in product discussions with teachers and students

Manage digital marketing efforts across the Classroom Magazines division. Provide strategic direction for web properties and support the development of web based products.• Manage digital marketing efforts across the division, including but not limited to paid search, SEO, QR code renewal campaigns, ongoing marketing site operations, optimizations and a redesign/re-platform• Provide strategic direction for the digital roadmap for Classroom Magazines and their magazines’ editorial websites• Spearhead the web portion of the Weekly Reader takeover, transitioning and recreating high value web properties to maintain traffic and revenue from their natural search presence, as well as funnel existing customers into their paid magazine sites• Collaborate with editorial, design, and development teams to build Core Clicks, a web-based interactive whiteboard product, launched in June ’13• Work with internal analytics team to define requirements and implement reporting tools to measure and analyze key performance indicators• Optimize natural search rankings for high value keywords through testing and updates to site tagging and structure

Manage marketing, editorial, operational and product development initiatives for digital subscription business (Scholastic Printables and Mini-Books). Provide support for digital marketing initiatives for the Teacher Store Online.• Developed and managed marketing plans, strategy, and budget for digital subscription business• Oversaw email marketing program from concept through execution resulting in 20% of annual revenue• Created and executed digital print campaigns, as well as external and internal banner ad campaigns resulting in 7% of annual revenue• Conducted a/b and multivariate tests across all marketing channels to improve performance and drive conversion• Optimized natural search rankings for high value keywords• Conducted paid search (PPC) testing through keyword performance analysis and the creation of optimized landing pages• Redesigned and launched acquisition homepage for non-subscribers resulting in a 20% lift in conversion rates• Implemented retargeting campaigns and abandoned cart emails that deployed weekly to recapture lost customers, accounting for 30K annually• Collaborated with internal analytics team to define requirements and implement tools to measure and analyze KPIs• Tracked and analyzed campaign performance and optimized for continual improvement• Oversaw retention efforts including welcome emails and new content to drive usage and loyalty• Improved renewal rates by 10% through the implementation of Account Updater service• Managed member referral and rewards program• Identified new product initiatives through subscriber surveys and focus groups

Manage marketing, editorial, operational and product development initiatives for digital subscription business. • Develop and manage marketing plans, strategy, and budget for digital subscription business• Oversee email marketing program from concept through execution resulting in 20% of annual revenue• Create and execute digital print campaigns, as well as external and internal banner ad campaigns resulting in 7% of annual revenue• Conduct a/b and multivariate tests across all marketing channels to improve performance and drive conversion• Optimize natural search rankings for high value keywords through testing and updates to site tagging and structure• Conduct paid search (PPC) testing through keyword performance analysis and the creation of optimized landing pages• Re-design and launch acquisition homepage for non-subscribers resulting in a 20% lift in conversion rates• Implement retargeting campaigns and abandoned cart emails that deploy weekly to recapture lost customers, accounting for 30K annually• Collaborate with internal analytics team to define requirements and implement reporting tools to measure and analyze key performance indicators• Track and analyze performance to optimize for continual improvement• Oversee retention efforts including welcome emails and new content to drive usage and loyalty• Improve renewal rates 10% through the implementation of Account Updater service• Manage member referral and rewards program• Identify new product initiatives through subscriber surveys and focus groups

Support editorial, marketing, and daily operational needs of Scholastic Printables™, a web based subscription service with a subscriber base of more than 40K customers. Assisted in production of a new subscription service launched 1/11/09, Scholastic Mini-Books.

Completed an 8 week internship program for Scholastic Printables™• Conducted competitive analysis research of similar subscription based web services• Supported Sr. Marketing Manager’s internal and external campaign efforts• Tested and ensured quality of digital assets• Collaborated with internal analytics team to measure and analyze data and translate into actions