As Director of BI & Digital Analytics, my mission is to provide insights to AAA business lines and the AAA federation that inspire action!

As Director of Digital analytics, my role is to lead by using data to create meaningful dashboards and tools that allow AAA business leaders to make informed decisions that enhance the lives of AAA Members and Clubs!

Responsibilities:- Performed market research and design practices for world class computer audio software products, reporting to the CTO- Created strategy, hardware design concepts, UI designs and forecasting for ION audio, AKAI, and desktop/standalone Software products- Product owner duties including, Mobile app UI development, app analytics, publishing, and project management for ION speakers - Created software product road maps and designs for a complex software and hardware portfolio- Competitive analysis, pricing, and market size analysis- Created web page marketing content and briefed business stake holders

-Lead teams of VPs, Directors, and Product Managers to achieve product strategy goals, reporting to President- Lead negotiations with Vehicle OEMs to build business partnerships-Created and reviewed KPI’s for business, financial results, and development plans -Created long term vision and strategy for a complex software and electronics hardware product portfolio -Worked with marketing and sales executives to execute a winning product portfolio strategy -Responsible for worksite management, equipment, and personnel for over 100 on-site staff, 25 fleet vehicles -Lead a team of 80 software, firmware, and industrial designers out of 4 locations across the Americas -Lead post acquisition engineering integrations capturing synergies, efficiencies, and innovation -Tracked and analyzed engineering work hours to develop ROI equations to maximize effort spent -Established strategic product development matrix, tracking product lifecycles and financial KPIs -Instituted agile methodology throughout the organization creating a transformation in workflow -Worked with C-Suite to ensure on time delivery of the right product - Developed long term technology platform consolidation plan

Directed teams of software, firmware, and hardware engineers to design world class automotive electronics for the DiabloSport, Edge, and Superchips brands.

Managed product portfolio lifecycle, product merchandising, and brand development opportunities.

• Increased company net sales from $8M to $10M (25%) using targeted digital campaigns and sales tactics.• Relaunched website for a modern look and feel, boosting consumer direct sales from $550K to $800K (45%).• Expanded social media following from under 50K to 300K (500%) in just six months.• Led a team of 40 sales professionals, graphic designers, and content creators to drive brand engagement.• Launched high-impact video content amassing hundreds of thousands of views.• Implemented integrated marketing strategies across Web, Retargeting, Email, Social, and Print.• Revamped brand image, positioning, and product lines to attract broader and more diverse customers.

• Overhauled the sales process, increasing national sales from $6M to $8M (33%) during tenure.• Managed a team of 30 sales representatives across the US and Canada.• Developed Point of Sale promotional materials responsible for increased in store sales.• Implemented CRM that allowed tracking of diverse sales tactics and increased new customer acquisitions.• Represented the company at major consumer and industry trade shows, including SEMA.

As a regional sales manager my responsibilities included working with wholesale customers to design and implement marketing strategies and customer loyalty programs. During this period I became a "road warrior" and traveled across the western US and Canada to all major regions and cities. Daily duties included managing over 15 Manufacturers Reps, WD and wholesale training programs and much more. My goal was to meet new customers and introduce them to DiabloSport branded products. During this time frame I forged strong relationships with key accounts and reps that have provided me irreplaceable experience.

As a sales representative for a company that had no experience in the automotive performance aftermarket, my responsibilities included identifying new customers and selling to them. During this period our company had a large focus on reaching out, and selling to PWA and SEMA members.

Answering Technical Support questions directly related to highly technical automotive tuning products. Daily responsibilities included PC Trouble shooting and tune trouble shooting as well as customer service.