-Led test-and-learn plan to identify, test, learn, onboard, and scale new mobile technology and opportunities. Resulted in new multi-million dollar channels and programs in deeplinking, mobile affiliates, geo-location mobile display, search engine marketing personalization, and targeted SMS campaigns-Navigated through very large bureaucratic, cross-functional organization to educate, influence, and secure buy-in from key stakeholders and senior leadership for mobile marketing initiatives, resulting in the successful growth of Sears/Kmart apps (KPIs undisclosed)-Developed framework to measure mobile marketing performance, which included reporting out on full mobile omni-revenue influence across mobile site, mobile app, cross-device, and offline. Resulted in weekly scorecard to paint full picture of mobile for the enterprise-Increased social engagement rate from 2% to 6% through revised social media strategy centered around user-generated content, updated brand voice, targeted messaging, and influencer networks-Directed social media strategy for hurricane relief efforts in Houston (Harvey) and Puerto Rico (Irma), including hyper-local marketing outreach and real-time inventory / status updates via social-Managed $2m paid media budget to drive app acquisition at a $1.84 cost per install, which beat $3-$5 industry benchmarks and boosted organic installs +30% over the baseline-Developed series of pilots to deliver real-time personalized pricing capability in a mobile app. Managed end-to-end including concept creation, front-end user experience development, and coordination with developers and engineering to launch pilot. Proved successful and scaled to a user-facing program-Launched mobile SMS coupon program for Grocery and Drugstore business. Scaled from initial pilot in 49 stores to format-wide in 900+ stores, resulting in an 11% increase in manufacturer coupon redemption and paving the way for future mobile coupon campaigns-Promoted twice during tenure

-Created customized Hispanic Market strategy for Highlander through analysis of consumer surveys and exploratory focus groups-Conducted cannibalization analysis of Toyota vehicles to quantify overlap in sales plans, resulting in re‑calibration of marketing strategies and more accurate segmentation of consumer targets-Discovered wheel sharing capabilities across Toyota lineup through comprehensive wheel analysis, allowing for cost reduction in special edition vehicle development-Assisted RAV4 and Highlander brand teams in coordinating next generation vehicle launches

-Redeveloped brand strategy of low‑performing consumer product through comprehensive business review, highlighted by new brand positioning and customized channel strategies-Utilized quantitative (Nielsen ScanTrack and ACNielsen Consumer Panel data) and qualitative (exploratory focus groups) in business review-Served as Project Manager for six-member MBA student team, and as Project Liaison to client

-Managed portfolio of grant programs that provided funding to nonprofit organizations and individuals in Los Angeles County-Oversaw operations and cross-functional teams in a small business setting