Direct client acquisition, retention and experience for the O’Brien Veterinary Group local practices.

• Led 25-person consumer marketing team responsible for customer-facing advertising strategy and implementation of communications online and in-person across 1000-store network.• Prioritized projects, promotions, and merchandise features while directing a multimillion-dollar ad budget with goal of increased sales and university contract retention, special focus on the $600M online sales plan.• Created and placed digital content on 1,800 online storefronts to create customer experiences and drive shoppers through buying journey, individualized to the hundreds of school brands Follett serves.• Partnered with vendors and outside parties to monetize company customer base through paid placements and ads online, via email, in-person, and via store ad screens.

• Build marketing plans and activate tactical teams via website content, SEO considerations, email, SMS, digital ads, social media, traditional broadcast, print, and design.• Led UI/UX track of efollett.com $50M IBM WebSphere platform upgrade project in unique multi-brand storefront environment using data and automation to build individual retail sites.

Manage end-to-end operation of two key consumer textbook channels: • Skyo.com, $15M direct-to-consumer textbook start-up website (since merged into other online properties). • Company’s $50M online marketplace business via Amazon and others.Lead development of next-generation systems to make business more competitive, projects included: • $3M warehouse inventory system, re-platforming from mainframe to web-based structure.• Tableau visualization accessibility, moving data into the hands of decision-making business managers.

• Created tradeshow and marketing strategy and materials for Follett’s B2B field sales organization.• Managed marketing operations team for $75M online-only campus store business.

Led creative and digital services teams, with focus on email marketing and organization’s first-generation CRM database.

Guided national presentation and customer flow standards for retail chain. Created and built in-store and intranet-based tools and processes.

Began Follett career at University of Illinois flagship bookstore while attending college.