Lead Performance Marketing, inclusive of Paid Media, SEO, Affiliate, Email, and SMS

Oversaw global paid media for Abercrombie & Fitch, abercrombie kids, Hollister Co., and Gilly Hicks

Oversaw Paid Search, Paid Social, Display, Affiliates & Influencers, SEO, and Organic Social for Abercrombie & Fitch and abercrombie kids

• Oversaw strategic planning and execution of all social media initiatives• Grew social media profit by 49% YoY in 2017• Increased engagement by 900+%, sales by 146%, and share of voice by 300+% during Black Friday and Cyber Monday promotions in 2016• Oversaw influencer marketing program to increase share of voice, brand affinity, and traffic to site/sales in partnership with PR and Brand marketing teams• Managed a team of digital marketers and analysts to achieve social media KPIs, and ultimately beat company P&L plan for the channel

Worked directly with all Brand Marketing teams and key marketing service functions to initiate, nurture, and maintain a digital connection with consumers. Focus was to build brand loyalty, brand engagement, and drive purchase preference. Specific focus on Sutter Home and Menage a Trois, but impacted all brands within the Trinchero Family Estates portfolio including: Trinchero Napa Valley, Joel Gott Wines, Napa Cellars, Folie a Deux, and many others. As the head of Digital Marketing, led the strategic development and execution of digital marketing initiatives. Oversaw a team of digital marketers and projects from inception to completion including website launches, digital advertising/promotions, search marketing, mobile marketing, social media, and content marketing as well as new and emerging opportunities. Collaborated with internal teams and managed external agencies, working to successfully meet and exceed business objectives. Additional efforts tied to web analytics and digital metrics in order to adequately gauge performance, optimize initiatives, and establish best practices.

Oversaw the creation and optimization of digital campaigns for various E&J Gallo brands and retail partners, always with brand objectives and initiatives in mind.Managed advertising and promotional budgets, agency partners, and sub-contractors.Evaluated and implemented new digital tools and platforms to optimize digital marketing initiatives and ROI. Reviewed department metrics to determine the effectiveness and viability of developed campaigns; developed alternate strategies to improve campaigns. Developed content and training materials for the Digital Marketing Center of Excellence; organized and led online and social media training workshops for cross-functional winery teams providing information on emerging technologies and other relevant information in the digital marketing space. Led digital marketing competitive analysis, needs assessments and planning projects as needed. Developed knowledge and understanding of local laws for countries that the online and social media campaigns are being deployed.

Developed global social media strategy for illycaffè, to ultimately build a community of loyal coffee lovers and connect them to the brandCollaborated cross-functionally and across regions to implement coordinated marketing calendars; advised organization on trends by international marketOversaw implementation and launch of owned brand community, from initial identification of community platform solution to strategy and rich content development and messaging within communityManaged illycaffe’s relationship and workflow with three different agencies for the graphic and technical design of the brand community (Italian and English)

Provided world class client service to top tier advertisers including Nike, eBay, and Nordstrom to build, optimize, and deliver profitable paid search programs for their businessesLaunched Gmail in 2004 in partnership with Engineering, Product, Legal, and PR teamsOversaw creation of technical and marketing content across all products to ensure a coordinated, cohesive overall message for product and feature launches and ongoing communicationsManaged the development and delivery of the first Google Advertising Professionals Certification Program