Served in a pivotal executive role, leading the digital marketing strategy, budget, and performance for one of the top 5 home and auto insurers in the nation. Oversaw front-end web, mobile app, and online quoting for all D2C auto brands. Collaborated with cross-functional marketing disciplines on evolutions in marketing and indirectly managed a team of 20 professionals, ensuring cohesive strategies and efficient operations. Crafted a clear differentiating strategy aligned with the overarching goals.➢ Achieved 5 consecutive years of double-digit growth in sales and customer acquisition through media performance.➢ Led the migration of retail store sales to new online quoting platforms, generating over 58% of sales through the web by 2022.➢ Drove over $1M in online sales on Sundays in 2023, enabling the closure of stores and Contact Centers on Sundays.➢ Contributed to Allstate’s D2C brands selling 650K policies at a reduced cost per policy of $35 by the end of 2023. ➢ Realized a 43.5% rise in active mobile app users year-over-year, with 31% of policyholders actively engaging with the app for bill payments, claims, and service needs. ➢ In 2023, the Direct Auto Mobile App experienced significant growth in new downloads, with over 310K new iOS downloads, representing a 141% increase year-over-year, and more than 173K new Android downloads, reflecting a 119% increase year-over-year.➢Played a key role in driving 5 sequential years of aggressive year-over-year double-digit profitable growth for the Direct Auto brand, including the highest growth year in history, achieving $1.3B in net new written premium in 2021.➢ Collaborated with business leaders to achieve operational excellence through defined KPIs and operational targets, aiming at bolstering the organization’s profitability and growth.Stays at the forefront of emerging trends and best practices, positioning the organization as an industry leader.

National General was purchased by Allstate Insurance Company, January 2021.Entrusted with overseeing the protection of our customer data using LiveRamp's IDL. Tasked with spearheading digital marketing strategies for the Direct Auto business, focusing on D2C nonstandard insurance. Collaborated with an external agency on digital media and lower funnel performance, while overseeing internal social media teams responsible for content creation and advertising on social platforms. Managed all optimization of variable media, including Paid Social, SEM, SEO, Display, Online Video, and Streaming Radio. Lead relationships with Digital Media Agencies, including Online Media, Social, SEO, and Connected TV. Led 8 direct reports and 18 team members.➢ Pioneered a digital transformation through the development of a central hub for 1st Party CRM data and the implementation of a Data Management Platform (DMP), resulting in a 35% reduction in media spending alongside a 49% increase in web sales.➢ Led initiatives in customer acquisition, leveraging attribution models and predictive funneling. ➢ Early returns of DMP, analyzed impression frequency for retargeting campaigns, revealing 90% of conversions occurred within 20 impressions and, due to the discovery, re-engineered 27% of inefficient media spend.➢ Despite a reduced annual media budget of $75M, drove an unprecedented 3-year and 16 consecutive quarters of double-digit year-over-year sales growth, setting new benchmarks in audience targeting and campaign optimization.

Performed in a strategic marketing role, driving business to retail and elevating web traffic, as well as eCommerce sales, in the United States.➢ Rebuilt the website to enhance user experience, resulting in a 7-point increase in conversions while reducing media spend by over $1.5M in less than 8 months. ➢ Developed a self-analysis tool for customers to determine the type of hearing aid needed, leading to a more informed consumer base and improved fitting outcomes.➢Organized the inaugural Digital Marketing Summit for international marketing teams, fostering collaboration and sharing of best practices across diverse regions spanning the U.S., Canada, Europe, South America, and Asia.➢ Boosted email performance with a 32% surge in open rates and a 41% increase in click-through rates, driving a substantial uptick in inbound phone calls, chats, and appointments through expertly leveraged marketing automation.

Functioned in a newly created role, tasked with establishing a digital foundation aligning data across 5 restaurant brands and over 640 locations. Consolidated email marketing service providers, saving the company $1M annually. Developed the inaugural digital customer retention marketing program using customer POS data, email and SMS, aimed at increasing restaurant visits.➢Transformed 25-30% of media mix to digital programs, driving a 38% surge in online ordering sales through retargeting and re-marketing efforts using transactional and CRM data. ➢Identified and rectified incomplete or inaccurate restaurant information, aligning all location-based services to attract “near me” search interest and increase foot traffic.➢ Developed a data architecture model to duplicate across brands to position the brand's marketing teams to leverage actionable data; established a foundation for data-driven marketing by integrating transactional data in POS system(s) with CRM and Marketing Automation via Salesforce Marketing Cloud.➢ Initiated a 5-point checklist for online success, including online visibility and awareness, new customer acquisition, monitoring brand reputation and mentions, customer response, and content creation. ➢ Created a mobile-first mindset across the user journey from awareness through conversion.

Delivered executive leadership consultation to brands in order to navigate through the continuously challenging landscape of digital media. Integrated digital strategy from lead generation, content marketing, blogging, web optimization, and social media for short and long-term success. Guided companies to use their online influence to develop relationships with their customers. Mentored Guest Relations and Social Media response teams on best practices for managing online customer support on Peer-Review Sites, including Yelp, Twitter, Google, Facebook, Reddit and TripAdvisor.• Enhanced efficacy of existing customer loyalty programs through audience segmentation and automation.• Maximized lead generation by building strategies and roadmaps while improving mobile customer journeys.• Improved the customer experience through location-based apps and geo-targeting software to support measuring guest traffic and retail KPIs resulting in increased awareness and foot traffic to restaurant locations.

• Developed integrated digital and traditional media campaigns • Built a digital marketing team to serve newly established agency services • Established strategy and brand planning model for the agency • Implemented promotional calendars around seasonality and drive periods • Built CRM loyalty rewards programs for existing banking, retail and restaurant accounts• Trained the staff on digital media from blogging to social media engagement

Supervised Two Major Accounts: Stoney River Legendary Steaks, October 2007 to June 2010 • Developed Stoney River’s Lodge inspired brand personality • Created a campaign and programming around their new menu offerings including smaller more affordable portions to off-set economy factors • Increased same-store sales 16% while traffic increased 32%• Created The Red Canoe Society their Customer Loyalty program and increased membership by 40% The Greenbrier Resort, March 2007 to June 2010 • Repositioned the Greenbrier brand as a true American original • Attributed many of the standards for luxury travel since 1779 to the iconic brand • Simultaneously introducing new offerings including a PGA/FedEx Cup Tour event, The Greenbrier Classic and an 80,000 square-foot casino • Reinvigorated The Greenbrier’s traditional customer base, introduced an annual average of 49 percent new and younger guest’s to this 232-year-old resort • Campaign won HSMAI Gold and Silver Awards, and the American Express “Destinations Magazine” Award

• Worked directly with the Executive Creative Director to manage creative resources • Supervised business aspects of the creative department including budgeting, contracts, vendor negotiations, hiring, training and human resources• Managed the Traffic Department, Production Managers and Studio Artists

• Analyzed all internal departments to streamline the agency for growth and increased profitability • Created new systems for Agency internal communication system and job work-flow• Supervised Traffic & Production Managers

• Managed creative workflow for all client work, campaigns, promotions and public relations events • Served as lead communicator between account services and all other departments to successfully produce finished products for clients such as Coca-Cola USA, Sprite, Diet Coke, Bellsouth, CNN, Chick-fil-A, Home Depot and Southern Company

• Assisted the Creative Services Manager in project/program management of all marketing campaigns to ensure that creative work and production requirements were completed to client specifications. • Part of the new business team that was instrumental in making 360thinc an agency of record for BellSouth with a $260 million account. Due to win, 360thinc was acquired by Grey North America.• Promoted to a position after only five weeks of serving as an intern.

• Created a marketing campaign that included print ads, brochures and sales slicks.• Managed a production warehouse and a team of twelve installers and resolved on-the-job issues between management and employees.

• Worked in the Consumer Products Division • Research merchandise for programs such as Pop-up Video

• Worked in the Animation Department during a transitional period at MTV. Beavis and Butthead, the movie just wrapped and start to venture into new animated programming; including Daria and Celebrity Death Match.