Spearheaded the Global Marketing Analytics division, focusing on optimizing marketing strategies within eBay's three largest markets: the United States, the United Kingdom, and Germany. Managed analytics across a sophisticated marketing budget exceeding $1 billion, aimed at maximizing growth and efficiency across key sectors, including Automotive Parts & Accessories, Luxury Fashion, and Collectibles.▪ Directed a team of 45 professionals, overseeing the allocation of a $20 million budget across various tools and offshore expenses, fostering significant advancements in data driven decision making and marketing efficiency.▪ Innovated and implemented weekly review sessions to monitor and report on critical performance metrics such as traffic, customer engagement, and other significant indicators, leading to actionable insights and strategic adjustments.▪ Executed advanced analytics projects that catalyzed substantial growth in CRM generated Gross Merchandise Volume (GMV), notably enhancing marketing impact within the Parts & Accessories category and amplifying market presence in Germany through strategic customer to customer selling initiatives.▪ Led the development of new self-service tools, significantly enhancing the accessibility and utility of marketing analytics, thus empowering stakeholders with real time insights and data driven decision making capabilities.▪ Achieved strategic realignment of global analytics teams, merging Customer Insights and AI analytics to streamline operations and enhance organizational efficiency, ensuring a cohesive and integrated approach to market analysis and insight generation.

Transformed organizational capabilities across all functions and banners by orchestrating a strategy to become a data-driven organization. Designed a comprehensive roadmap across technology (data warehouse modernization), analytic models, definitions, business intelligence, and partnership with leaders in functions to discuss goals and objectives and provide new solutions and products to create value. Improved overall talent profile and drove the cultural change to become a data-driven organization and advance the analytics maturity curve. Created, designed and led the marketing transformation pillar and owned the performance of one of the company's primary marketing strategies (direct mail). Led the company's sales stabilization process during interim CEO tenure; business unit leaders were consulted to determine strategies to achieve guidance goals and understand the risk to EPS. Launched new business intelligence capabilities and toolsets to retire ~50% of existing reports and create a centralized, action-oriented, mobile, and visualized business intelligence toolset. Drove data science teams to complete multiple advanced models (weighted RFM, one-and-done, digital affinity, direct mail likely to purchase, and marketing attribution) to create unique approaches to the consumer journey and marketing touchpoints, designed to reduce overall marketing spend while increasing overall response rate. These models allowed for ~$40M in direct mail marketing costs to be reinvested into new channels to increase customer acquisition and retention. Led the evolution of end-to-end marketing and customer communications plans, leveraging advanced analytics to improve customer contact and audience management, loyalty, offers and promotions, brand modernization, and performance marketing intelligence. Designed new customer/persona segmentation to channel marketing and merchandising efforts; efforts increased 10.6M (+95%) in new digital customers.

Seeing an 11% decline due to poor customer acquisition and retention performance, driven by lackof data-driven decision making, re-envisioned loyalty program, team, and approach, including a private labelcredit card program and mobile strategy. Influenced leadership in integrating the mobile app tofocus on loyalty and prioritized store operations team to sign up consumers for loyalty and creditprograms. Initiative drove $100M in incremental revenue for the fiscal year and improved compperformance from -11% to +1%. Renegotiated private label credit card relationship to deliver $300M in profit (+8% lift) over contract duration through shared marketing funds and bottom-line profit. Setup reporting and corporate incentives to increase the loyalty network membership. Took program from double-digit negative to a positive within 12 months.Advanced analytic capabilities included building an expanded team and launching data science. Re-invented direct mail strategy to improve sales through a seamless consumer shopping experience across channels. Delivered the three-year strategic plan, outlining new growth expectations. Developed a growth team to explore unconventional ways to engage consumers and expand profitability by understanding consumer trends and capabilities. Launched innovative analytic capabilities to improve consumer understanding across marketing and merchandising and increase speed-to-market capabilities across design, merchandising, and planning. Ensured that the renewed approach would deliver the $600M sales budget.Utilized consumer data to create a new pricing and promotional architecture, shipping approach,and assortment growth plan. Delivered six straight quarters of over 20% growth, and the overalldigital business grew from $350M to $600M.

Developed weekly sales and optimization reviews to ensure delivery of sales goals. Developed newanalytics to understand consumer behavior, marketing effectiveness, and merchandising assortmentperformance. Delivered the three-year eCommerce strategic plan. Accountable for sales forecasting andpartnership with merchandising, inventory planning, and finance to ensure adequate assortment choicecounts, unit inventory, and size curves to achieve overall targets.A foundational role intended to develop a long-term optimization approach to merchandising, thecustomer experience on the site, and search capabilities.

Successfully expanded digital analytics capabilities to support all content businesses. Analyzed consumerbehavior across channels (both online, device, and app) to develop new consumer onboarding journeys toensure maximum sales. Partnered with marketing to establish performance metrics and improved personalization. Developed the international pricing strategy and sized market opportunities for external Microsoft partnerships. Developed new consumer-based segments to improve targeting, communication, and merchandising strategies. Responsible for management of the $500M eBook P&L.Provided an accurate industry forecast of pricing pressures and overall business impacts to renegotiatepublisher/content contracts. Generated an increase in $12M publisher remittances to net sales (margin),which equated to a 10% improvement in overall digital content margin.

Assumed leadership of the pricing strategy on ebooks. Early in the ebook journey, market share was challenging to acquire. Margins were being impacted negatively. Drove digital content consumption.Developed a digital book pricing model, including elasticity, partnership with publishers, consumer perception, and relationship to print book formats. Created the analytics team to understand consumer behaviors and merchandising performance and optimization. The rebuilt pricing model put in margin floors and competitive pricing to drive margins from 19% to 28%.

Challenged to build a pricing team within the e-commerce merchandising pyramid from the ground up.Created dynamic pricing algorithms for the online print book business to better compete with Amazon byimproving sales, margin, and brand price perception. As Pricing Manager, expanded dynamic pricingmodel beyond print book verticals to other media verticals.

Built the foundation – regression models to optimize sales – while losing the competition on pricing withAmazon as market share was being lost. Maximized margin and sales while consistently losing marketshare.

Managed the competitive pricing strategy for the Snacks, Beverage, Pets, and Candy division, working withmerchants and leadership. Developed, executed, and measured the corporate multi-price strategy, lookingat item elasticity, price perception, and competitive market factors to increase margin Developed a new pricing strategy by analyzing market conditions, competitive information, price elasticity, and consumer behavior—increased gross margin by $25M in the first year of thisprogram.

Managed department forecasts for $1B business, including sales and inventory replenishment for criticalcategories. Mentored new analysts and created new strategies to maximize sales and minimizemarkdowns. Responsibilities expanded to include Storage and Org businesses and preparation for vendornegotiations. With specific inventory oversight on product lines, took on a few lines of business and tookover sales forecasting. Gave persuasive presentations upstream to executives to impact business shifts in seasonal sales transitions and monthly forecasts. Optimized the square footage in the space in stores for lower performing businesses – to maximize the sales and margins for the departments. Led inventory management, sales forecasting, and promotional forecasting for various item classes in theHome Improvement & Automotive businesses. Drove sales through improved inventory and in-stockpercentage for the $300M Light Bulb and Fireplace businesses.Increased profit of $2.3M during the critical Q4 period by decreasing the number of out-of-stocksituations.