Providing data-driven expertise in marketing and customer insights for both management companies and technology vendors in multifamily and residential real estate. Offering a range of services from strategic planning and product development to the implementation of digital marketing, customer satisfaction, and online reputation initiatives.Completed strategic project for an industry-leading multifamily vendor, conducting extensive client interviews to evaluate new product development opportunities. Synthesized client input and industry research to provide an assessment of the viability of new product concepts and recommendations for feature prioritization.

Led team of seven responsible for all consumer marketing for fourth largest apartment developer in the country. Accountable for property branding and website development for 20-25 new properties per year and ongoing demand generation (SEM, SEO, ILS and social) for a national portfolio of 20k units. MARKETING PERFORMANCE & ANALYTICS: Implemented major additions and ongoing improvements to lead source attribution, tracking, and overall marketing and leasing analysis and reporting. Initiated numerous controlled tests of paid marketing sources to better understand effectiveness and overall impact on leasing results.* Improved lead to lease conversion rates for portfolio by more than 30% from 2020 to 2021, based on increased visibility and lead source optimization, including reducing or eliminating poorly performing sources.MARTECH: Primary owner of relationships with marketing technology vendors, including PERQ, MeetElise, and Funnel. Implemented and evaluated multiple pilot tests of new marketing technologies and key enhancements to existing platforms. ONLINE REPUTATION: Developed and led strategy to maximize online reputation of portfolio, resulting in company achieving the highest J Turner ORA (online reputation) score in the industry two years in row.* Partnered with operations leaders to guide and motivate property teams to elevate company’s ORA score by nearly 8% over seven months to earn a #1 ranking in the Division ORA Awards for the third year in row. CUSTOMER SATISFACTION: Inspired renewed focus on customer satisfaction metrics in Kingsley (Grace Hill) survey program by initiating regular analysis to highlight key operational focus areas. * Launched custom survey questions to spotlight key drivers of resident move-in satisfaction, contributing to an 8-point YOY increase in "excellent" move-in scores in 2022.

• Hired and led a team of six at the sixth largest apartment owner in the country, responsible for: o Marketing performance analytics, customer satisfaction program, and primary market research o Corporate and community websites, SEO, and digital reputation management o Marketing technology innovation (e.g., CRM platforms and interactive property maps) o Online review management and centralized customer service• Played integral leadership role in redefining Cortland’s brand architecture and strategy, including decision to master-brand all communities. Conducted research and analysis to evaluate all brand awareness campaigns. o Company’s aided brand awareness nearly doubled in three primary markets from 2018 to 2020.• Directed complete reconstruction of Cortland’s website platform, including best-in-class community search functionality and fully customized community website template featuring self-service tour scheduling. o Designed new platform and re-launched 150 property websites within 10 months. o New brand website drove 152% more visitors YOY (Q1 2020) and contributed to a major increase in branded Google search activity. o Site generated 23,500 on-site community searches per month in 2020.

* Created and executed online reviews strategy that generated a 35% improvement in company’s Online Reputation Assessment score (J Turner) in three years, elevating Cortland to the #3 ranking among the NMHC Top 50 Management Companies in May 2019.* Developed comprehensive marketing performance analytics program and partnered with community marketing team to optimize all lead generation activities. Recommended strategic shifts to generate higher-quality leads, resulting in a 29% improvement in lead-to-lease conversion rates from 2016 to 2018.* Initiated extensive primary market research program, including two rounds of renter segmentation analysis for US conventional market to identify and understand customers most aligned with Cortland’s business strategy.

* Led major expansion and re-invigoration of Kingsley resident satisfaction program, including creation of three custom survey types. Stimulated three years of dramatic improvements in overall satisfaction, including a 39% increase in community management ratings from 2016 to 2018. * Launched numerous technology and software pilot programs to enhance resident experience. Key successes included a highly-customized resident communications (email & SMS) platform, a package tracking system, and electronic package lockers.

* Developed, launched and managed IHG Dining Rewards, a fee-based, membership program in 11 countries across Asia and the Middle East, offering exclusive benefits on dining and accommodation. Successfully in-sourced and consolidated a collection of brand-damaging, third-party managed, programs.* Recruited and led an international program team of 8, based in 4 countries. Led a large, cross-functional, launch team, including customer service, operations, training, IT and web development, and telesales vendors.* Directed team in all marketing and sales of the program; increased H1 2015 sales by 81% over H2 2014, driven by stronger conversion rates and market expansion.

* Led multiple initiatives as member of launch team for EVEN Hotels, including extensive research and evaluation of potential product/marketing partners in F&B and fitness categories. Key contributor to development of brand’s unique F&B strategy, including creation of test kitchen. * Developed business case for a potential strategic alliance with a specialized hotel brand, including customer segmentation, market research, and projected revenue delivery.* Collaborated with loyalty programs and insights teams to evaluate opportunity to create a new, fee-based, hotel rewards program in the US. Developed proposed benefit structures and directed market research.

* Designed and executed The Luckiest Loser Competition to generate member and media awareness of Hilton’s devaluation of their loyalty program. Attracted over 70,000 data-rich entries from Hilton customers. Received widespread praise in industry press, generating 90 million impressions. Won the only Loyalty Award in the non-air category at Loyalty 2011, the world’s largest travel loyalty conference.* Developed, launched, and marketed Hotels Anywhere, an industry-leading redemption program that enables members of IHG’s Priority Club program to redeem directly for rooms at competitors’ hotels. Program rated as most appealing non-traditional reward in global member surveys. Innovative game developed to market program received an ADDY Award from American Advertising Federation.* Led all development and marketing for five region-specific versions of Flights Anywhere, the first and only program in the industry to empower members to combine points and cash for flights on over 400 airlines. Directed all technical efforts, including the company’s first implementation of new vendor integration tools.* Led team in creating a comprehensive scoring model to identify Priority Club’s most valuable members and implementing a VIP pilot program to reinforce their loyalty with a series of unique benefits and gifts.* Identified as high-potential employee and selected to serve on the Good to Great Task Force, charged with evaluating the organizational design of the department and recommending strategic changes.

* Transformed a struggling roadside assistance business that had experienced significant operating losses since its inception and positioned it to achieve ongoing profitability within 2 years.* Directed all aspects of business, including marketing, operations, IT, and call center. P&L responsibility for $10 million.* Determined IT priorities and developed requirements for all major system enhancements. Led complete redesign of website (gmmotorclub.com), increasing web-related sales by 51%. * Dramatically increased sales and profitability of core GM Divisional Extended Roadside product. Grew new business revenue for product by $1.9 million from 2004 to 2006, a 135% increase.* Significantly enhanced customer experience and renewal solicitation process, increasing retention rates to 73% -- a 16% improvement over 2 years.