Recently started this new role with the incredible MSC team, focused on:- Digital Transformation - working with the U.S. and Global team to implement a new tech stack to deliver better customer experiences, efficiencies and business growth- Lifecycle Marketing - acquisition, booking and post-booking strategy and execution to ensure we're serving our guests in the best possible way- Customer Data- CRM & Marketing Analytics

Develop and execute enterprise CRM strategy across professional and homeowner audiences at high-growth retailer. Inspire and lead a diverse team to understand the customer, act on learnings and measure business impact in everything we do. Known for outstanding communication skills, collaboration and ability to take ideas to execution in a complex matrix organization. • Create a better understanding of our customers by executing analytics and research projects for our pro and homeowner audiences and ensure we take action on these learnings to improve customer experiences. • Own lifecycle marketing and 1:1 customer communication across audiences and channels to support ambitious growth objectives. Includes building segmentation strategies to ensure efficient and effective personalization of content. • Make our store associates more effective by optimizing our Salesforce CRM platform to be easier to use, deliver better customer insights and significantly improve our ability to serve our customers.• Build and optimize a Unified Customer Data Platform (data lake, CDP, connectors to media channels) to support first-party data strategy and serve as one source of truth for marketing efforts to ensure we stay relevant in a cookieless future. Directly supports annual influenced revenue media target.• Manage internal and external teams and partners – including agency, technology and vendor partners – to execute multiple strategic projects to drive business results.

Transformational role responsible for creating the CX & marketing vision and strategy for company’s largest region. Define work and team structure to create a high-performing team and winning culture to drive more customer focus and marketing contribution to the bottom line. Here are some of the highlights from this amazing team:• Evolve business thinking from a product-first to customer-first mindset through understanding of customers and their end-to-end journeys, from finding solutions to problems to purchasing to becoming advocates. Resulted in doubling customer engagement with our content.• Create customer journey maps in key market verticals to understand how to improve our marketing efforts and the areas of friction to improve for a better customer experience.• Establish KPIs on Voice of Customer including Net Promoter Score, Customer Effort Score, and Customer Satisfaction Score. A top complaint with distribution (product allocation process) was improved as a result of VOC findings.• Revamp the annual marketing planning process and demand generation strategy in partnership with Sales team (supporting $2 billion sales target), aligning customer needs with business strategy to drive incremental pipeline and revenue. 2021 results were 146% ahead of target for Digital Sales & Demand Gen teams.• Created customer-first integrated marketing strategy, which included a simplified value proposition for our complex product portfolio that emphasized thought leadership and easy product selection (and also unified our Product, Sales and Marketing teams).

Lead big data and analytics, research, customer and market intelligence, CRM, and demand generation functions globally. Partner with local teams to help them make better business decisions based on facts vs. gut feel. Recognized as a strategic business partner who effectively collaborates with stakeholders to get results. (Note - revenue numbers in these examples are confidential.)• Create and execute big data vision to transform company into an insights-driven business. Achieve buy-in from highest levels of the company and implement work globally. One business use case (customer P&Ls in North America) supported $XX million in better decision-making the first year. • Co-create first global demand gen strategy and support campaign execution to drive customer engagement and leads ($XX million in revenue attributed in 2020 across all regions).• Deliver research for customer understanding and insights (jobs-to-be-done, needs, usage, attitudes) to support major product launches ($XXX million+ innovation pipeline).

Lead global team supporting key markets with data sourcing, market sizing & share (which was previously unknown in many markets), marketing measurement, e-commerce analytics and CRM analytics. This includes the identification, development and deployment of analytical techniques, processes, tools and insightful recommendations to optimize performance.• Manage team and agency developing a new product category market size & share model to better inform strategic business planning. • Hire and manage KCP’s first regional insights team in APAC. Two team members recognized as strategic business partners in region (managing behavioral problem workshops, creating and executing analytics vision focused on customer lifetime value, and more). Lead customer data analytics project in APAC, supporting $75 million in business insights (project won Regional Excellence Award for Innovation of the Year).• Lead APAC’s customer retention strategy, from how to track customer churn to implementing sales and marketing solutions to retain customers. 10 percentage-point churn reduction (22.5% to 12.5%, $4 million net sales impact) in China alone.• Develop marketing spend tracking & ROI methodology, saving hundreds of thousands of dollars in wasted media spend in North America while hitting $4 million marketing program target.

Partner with regional & global teams to build CRM strategy and processes to better acquire, grow, and retain customers in support of top-line growth objectives while building capability within local teams.• Develop three-year CRM roadmap to increase sales team efficiency by 20% and effectiveness (10% increase in velocity and deal size).• Overhauled regional demand generation strategy to focus on fundamentals, including account-based marketing tactics, lead generation programs, and optimizing the role of the call center. • Work with EMEA team to develop detailed customer journey maps of our target account verticals that enabled more relevant demand generation and sales efforts.

Develop a comprehensive marketing strategy designed to communicate the start-up company’s value proposition, increase brand awareness, generate leads and execute CRM program. Work with the CEO and sales team to define target markets and reach desired audience through inbound and outbound marketing programs, emphasizing digital channels. Implement standard analytics, campaign tracking, marketing automation system, and CRM system.• Create target personas and market segmentation strategy to effectively target and message the right audience. • Contribute to rapid increase in lead gen activity, which went from 0 leads in April 2013 before I started to 155 in October 2013 (at a CPL of $38). • Increase website traffic by 30% in three months through inbound marketing, social media, and inside sales campaigns. • Develop technology infrastructure to enable 1-to-1 marketing programs and measurement. Includes CRM system (Salesforce), marketing automation, sales intelligence, and analytics platforms.

Manage team and strategy behind the organization’s key areas of marketing automation and analytics. Work with cross-functional teams on lead gen, acquisition and retention marketing programs and product launch activities (strategy, reporting/analytics and execution). Resident expert in marketing automation, CRM platform, analytics and email marketing strategy.• Work with sales and marketing teams to develop demand generation strategy, which included online and offline tactics. • Develop corporate technology integration strategy to enable 1-to-1 marketing programs. Integration includes internal data warehouse, CRM (Salesforce), email marketing, lead nurturing and analytics platforms. • Create and manage executive-level dashboards and reports that combine data from several sources (ad accounts, SiteCatalyst, data warehouse and CRM system). • Direct global implementation of Omniture/Adobe SiteCatalyst as Web analytics system of record across 30+ digital properties and multiple online ad channels. • Manage vendor selection and negotiations with email service provider (ExactTarget) and ran platform implementation. • Create data enhancement and prospecting strategy with Dun & Bradstreet.• Voted marketer of the quarter (Q1 2010) by peers.

Develop vision, direction and goals for company’s strategic consulting practice. Provide actionable strategic consulting and account management services to maximize multichannel eMarketing programs for current clients. Assist Fortune 500 business development efforts by presenting high-impact strategic insights to prospective clients. Increase brand visibility and thought leadership by writing blogs, white papers and industry articles for DMNews. • Develop strategic consulting offerings and client engagement methodologies. • Consistently offer strategic guidance to help clients become better email marketers, increasing performance of key metrics between 5% and 50%.• Boost close rates through participation in the pre-sales process and develop email best practice documents and tools used in client/prospect presentations.

Direct the strategy, development and execution of the marketing team’s email program. Manage online marketing campaigns – including email, search and media – for product groups and partner programs including MLB.com, Atlanta Hawks and Thrashers, and Philips Arena. Successfully lead CRM implementation to automate online and offline marketing campaigns, make campaigns more targeted and relevant, and provide robust analytics.• Create customer-focused marketing strategies to acquire, retain and maximize relationships as key member of Customer Experience Group.• Lead team of consultants to successfully implement Oracle/Siebel CRM system.• Effectively manage marketing and technology vendor relationships and multi-million dollar budgets.• Develop email marketing programs to ensure maximum engagement and response.

Produce, write, editorially review, and optimize customer email program for WebMD, one of the world’s most popular websites with approximately 35MM unique visitors per month and a billion page views. Oversee large-scale operation of 30+ newsletters (35 million emails sent per month). Create templates to maximize response and compatibility with various email clients and devices. Analyze performance metrics and optimize future campaigns. Manage subscriber database and relationship with email service provider. • Strategies for adjusting the targeting, timing, layout and relevance increased long-term performance of WebMD’s newsletters between 50 and 500 basis points. This greatly increased site traffic, which is a critical KPI highlighted in earnings reports. • Plan WebMD email calendar, advertising schedules & consumer acquisition strategy.• Received Outstanding Achievement Award for 2005 performance.

Accountable for delivering overall website results, from revenue to traffic. Manage editorial content and ad inventory, as well as team of freelance writers and technology vendors. Create feature articles and microsites to increase readership and engagement. Lead end-to-end strategy and process for email programs (editorial and marketing).• Drove rapid expansion of the site, increasing revenue and unique visitors by 50%.• Grew email lists consistently 15% year-over-year using only organic tactics.