As a member of the advisory steering committee for Thrive DX's UX/UI program, our role is to offer fresh insights and strategic advice aimed at addressing specific business challenges and uncovering new opportunities for leadership. Foster dynamic discussions to present practical applications and case studies to enhance collective understanding through rigorous analysis and critical thinking. Our aim is to bolster stakeholder confidence by expanding their knowledge base and refining their decision-making skills.

Serves as a member of the steering committee for the Digital Marketing Professional Certificate.My role involves ensuring the curriculum is robust by pressure-testing for real-world relevance, as it relates to including digital marketing use cases within learning modules.

Experienced SME in owned media, specializing in CRM and eCommerce, with a proven track record of driving top-line growth by identifying untapped revenue streams. Implement promotional and sustained strategies that boost engagement and post-purchase customer retention efforts.Developed a customer ML/AI strategy for “Next Best Product” and “Next Best Action” recommendation using propensity signals.Implement AI-driven personalized messaging (AMP/Movable Ink) across CRM channels (email, PNs, SMS/MMS). Lead Samsung’s go-to-market CRM strategy (36M subscribers) focused on home appliance conversions ($6B LOB). Provide guidance on CRM UX/UI planning through storytelling, propensity models, and audience segmentation.Collaborate with X-functional data analytics and audience teams for customer journey development.

Serves as PG One’s digital strategy lead and SME across P&G eCommerce platforms (Oral-B, Crest, and Always Discreet).Own digital and ad platforms across search, web 3.0/Metaverse, app, eCommerce, CRM, OLV, and paid social.Lead digital strategic planning and tactical implementation oversight across CRM and onsite campaigns.Oversee our consumer data acquisition, enrichment, and activation strategy across CRM and DTC operations.Architected a site merchandising strategy to drive premium product sales, and low-maintenance revenue with subscribe and save. Built a loyalty program to support post-purchase engagement and in turn boost customer retention and CLTV. Develop channel engagement briefs addressing consumer needs/behaviors that align with client objectives.Lead and inspire conversion-ready digital creative through data-driven briefings adhering to consumer advocacy. Represent the intersection of our clients’ business objectives and the consumers’ desires to craft digital experiences that addressed bothDevelop and apply different qualitative and quantitative research techniques to garner and unearth insights that informed our onsite content strategy. Collaborate with planners to develop holistic channel plans based on consumer behavior that meet brand business objectives.Owned the digital creative briefing process including leading branding workshops and creative check-ins.

Led Gaia’s +383% 2020 eCom growth, yielding a +477% Black Friday increase over the previous year.Created a bold 3-year growth plan aimed at a remarkable +378% increase from FY 2020.Revamped CRM with ESP migration, CDP integration (Emarsys), and behavioral/triggered emails (Wunderkind).Built an affi liate strategy introducing dynamic commissions, expanding the publisher mix, plus online exclusives.Owned eCommerce P&L responsibility for Gaia’s brands: Gaia Herbs, Gaia Herbs Hemp, and Floradix USA.Owned external vendor procurement and management, score-carding, MSA/SOW redlining, negotiation and approval.

Oversaw P&L for a $30M eCommerce denim business, representing 60% of total N.A. revenue.Achieved an incredible +28% YoY growth by localizing global eCom strategies.Increased CRM revenue by +36% with triggered emails, multi-story formats, refined tone of voice, and optimized cadence.Elevated affiliate marketing revenue by +60% compared to PY while reducing commission payments by 22%.Collaborate across functions with our product merchandising teams to execute onsite merchandising strategies involving content, promotions, and pricing to enhance the customer shopping experience and boost sales.Led external vendor procurement and management, score-carding, MSA/SOW redlining, negotiation and approval.

Managed eCommerce P&L, digital team, UX/UI, CRO, and campaign management.Led the performance marketing, customer loyalty, CRM strategy, and supported wholesale marketing.

Responsible for establishing a roadmap for a 2016 eCom launch that included vendor selection of eCommerce platform, analytics, CDN, and Media Hosting platform based on scale/capabilities.Integrated KPIs by developing a “Best-In-Class” CRM, Customer Service, SEO, SEM, FEO, and PPC strategy.Responsible for site/blog/social media content development strategy, management and dissemination.Established low-maintenance revenue streams, leveraging affiliate/organic social media influencers.Explored product development opportunities that improved on digital processes to drive efficiency.Worked with Kohl’s, Neiman’s, Macy’s, and Nordstrom’s digital teams to improve eCom partnerships + dropship.Leveraged wholesale and retail analytics to create contextually targeted content, to drive conversion across all eCom channels.Owned external vendor procurement and management, score-carding, MSA/SOW redlining, negotiation and approval.

Managed Coach’s Global eCom portfolio against project plans and delivery commitments. Worked with internal/external cross-functional technology teams to troubleshoot, estimate, and coordinate system defects, resolution and optimization for Demandware sites.Built complex reports that leveraged data from synthetic/RUM tools to generate actionable insights to drive performance/optimization.Worked with outside vendors and cross-functional teams to develop a "Mobile Optimization" strategy.Owned Akamai production requests: Cache-clears, page redirects, and WAF management.Provided technical support for 24/7 production environments through to solution. Orchestrated holiday readiness preparation + manage the relationship with integration partners and vendors.Maintained and communicate timelines, progress, and status reports/scorecards.Aligned with IT security to support application compliance.Partnered with Business Units in the implementation and support of the application systems, and IT technical staff to design and implement solutions.Communicated status/progress and issues to business management, end-users and IS management.

Managed/evolved four wholesale, b2b eCommerce sites, with solid strategies that deliver on revenue goals, by supporting their business/creative objectives; drive traffic, site functionality, engagement, and conversion.Worked collaboratively to redesign all sites, with marked improvements to UX/UI, Web Marketing, Web Merchandising, and Web Analytics, leading to higher conversions and a 19.2% revenue increase.Sought out, interpret and share key trends to drive business for PVH and our wholesale eCommerce partners: (Macy’s, Amazon.com, Kohl’s, JCP) across the dress shirt, sportswear and underwear business.Launched CRM programs to execute multi-channel marketing strategies in email, direct mail and social.Designed customer-focused business cases based on the advanced analysis of post-initiative results.Creative direction of seasonal, lifestyle and promotional content across multiple brands, by managing all production needs – hand-coding HTML emails, animated Web banners, and asset management. Managed creative studio team, from shoot pre-production – styling, sourcing, casting and booking creative talent, to post-production – editing/retouching, overall graphic design and copywriting.Partnered with cross-functional teams (IT, Sales, Marketing and Field teams) and vendors, on upgrades, (Front/backend Development) to ensure technical/business goals can be met on time and on budget.Leveraged Web Marketing content for omnichannel use across the business: Amazon, Macy’s Visual Merchandise Guide, Macy’s Quarterly Playbook, and occasional brick & mortar POS.Lead the assessment, implementation/integration of various digital tools and infrastructure tosupport digital and wholesale sales.

Managed technology requests and research that supported Web Marketing initiatives across several fashion brands (Tommy Hilfiger and Calvin Klein).Responsible for heavy vendor relations: R&D of Social and Mobile application requirements/integration.Reviewed, flagged and routed, all vendor contracts (MSA’s) and renewals, for Legal team sign-off.Lead Web Development to design, develop, QA and implement internet/intranet UI and UX. Leveraged analytics (Omniture, Google Analytics, & Akamai) across eCom/Brandsite/Social spaces. Worked collaboratively with Calvin Klein Legal to develop their gTLD strategy that included knowledge management, best practices, DNS project management, and competitor analysis.

Managed and set direction of creative services operations for a wide range of communication vehicles (brand, print, web, HTML e-mails, social media and video) across the company.Successfully generated creative ideas to support digital/print rollouts for clients, partners and vendors. Worked closely with brand leadership to implement corporate identity standards across the business.Managed multiple project streams determining budgets/project scopes for insourcing/outsourcing.Built a creative services department from the ground-up. Essentially adding a new service — where before there was none — to the Marketing & Communications department.Created, designed, produced and trafficked a high volume of projects, ranging from original to evergreen, logo design and identity, ads, merchandise, promotional, marketing collateral, signage and other print and online materials.Intranet content management and content development across our internal/external space.BRANDINGDuties included brand strategy, logo design and usage, as well as font system management.WEBServed as principal designer/wireframe creator for our intranet and external site developers.Built web-based campaigns including Flash/static banners and HTML e-mails.PRINTUtilized very solid knowledge of four-color print process as well as print vendor management.Responsible for scheduling, workflow and production of all published materials. Routed layouts, copyedited, proofed and other project elements.E-MAIL MARKETINGResponsible for design, coding, testing and post-delivery metrics/analytics of e-mail campaigns.Managed the deployment of e-mail marketing campaigns for several business units.