AlphaGraphics of Round Rock provides premier solutions for your business; from crafting effective marketing strategies to producing printed materials that breakthrough… from branding & design updates to impressive new signage, we’re here to help you step up your communications game.

Specializes in P&L management, defining unique solutions to challenges, digital marketing, managing operations, optimizing customer experiences, and strategies that drive business success.

Hired to re-platform a struggling website from Magento to Salesforce Commerce Cloud. Launched the new site on-time within less than 5 months.Responsible for Digital Strategy, Online Merchandising & Operations, Digital Marketing, Online Analytics, User Experience and Design.- P&L owner for the eCommerce business, driving consistent improvement in profitability; first 3 months of consecutive profit in 36+ mo.- Re-platformed the digital storefront from Magento 2 to Salesforce Commerce Cloud in about 4 months.- Led the the digital customer/user experience, strategy and three year roadmap, including: processes, backend system architecture, page layouts, site taxonomy, wireframes, custom functionality requirements, product catalog structure, and attribute definitions.- Drove the development and integration of solutions to improve process and workflow across the warehouse, customer call center, headquarters, and external service providers.- Optimized digital marketing spend maintaining a 3+ MROI and 7+ ROAS; substantially through personalized campaigns.- Built a team from scratch; executives focused on strategy, merchandising, operations, analytics, user experience, & digital marketing.- Designed and implemented both internal and agency-based customer & user research studies.- Defined and executed SEO standards that earned the #1 spot on Google for key pages.- Developed and presented regular business updates, financial reviews, and financial models for cross functional teams, executives, and our Board of Directors.

- Developed a digital roadmap to migrate the system architecture to a more consistent/stable platform.- Implemented new, ROI-based measurement for marketing spend.- Optimized the site taxonomy to follow the customers preferred shopping path.- Built and implemented processes to optimize the customer/user experience and increased purchases.

After working with the Online team for nearly 5 years as a key strategic partner I was asked to officially lead the Online Business while maintaining responsibility for online marketing strategy.My main responsibilities include: - General Management of the Sears Apparel Online business - including P&L accountability- Online assortment strategy and planning- Site merchandising for 19 divisions- Guidance & growth of the apparel online marketplace- Building strategic relationships with current and new drop-ship Vendors- Online Marketing including Paid Search, Affiliates, Display Retargeting, Email, and PLAs- Building Customer/Member relationships- Site, Marketing, and Customer analytics and strategy development- Content creation strategy including promotion and event development and product photography/copy- Provide leadership, coaching, training, and strategic direction to a staff of Buyers, Site Merchandisers, Project Leaders, Marketers, and Analysts

I was recruited by the EVP of Merchandising for the Apparel & Home Business Units to serve as part of the Executive Leadership Team, leading the Marketing and Advertising organization for Sears Apparel. I served as the acting CMO for several months while the search for a CMO was finalized. Success Stories include: - Marketing strategies that drove consistent comp store sales and profit growth. - Developed brand strategies that drove a 60% year over year growth in brand awareness. - Led the implementation of a social marketing platform for Sears fashion with a 700K+ fan base. - Optimized multi-million dollar marketing budgets improving MROI. - Developed and implemented new product, brand, and photography standards for several brands. - Created and implemented new standards and processes for corporate-wide marketing analysis.My main responsibilities include:- Develop marketing strategies that align to Business Unit priorities.- Plan, budget, and implement the annual marketing, promotion, and event strategy/calendar- Evaluate and analyze promotions, events, and overall marketing asset performance- Execute marketing plans through multiple cross-functional teams - Conduct market research- Develop, execute, monitor, and report marketing tests - Present marketing, campaign, and promotion plans/results to executive leaders- Partner with my merchant counterparts to understand the product strategy- Direct management of staff (15)- Direct management of agencies and contractorsThe marketing channels we use include:- Broadcast: Television and Radio- Newspaper: Inserts and ROP- CRM: Direct Mail and Email- Social: Facebook, Twitter, YouTube, Instagram, and Blogger Partnerships- Digital: Display, Retargeting, Search, and Digital Partnerships- Content: Curation, Distribution, and Integration- Events: On-Site Events, Digital Events- Public Relations: Both Long and Short Lead

In April of 2010 I jumped at the chance to work in a new position leading Marketing Program Development for Sears' hardlines categories and digital programs. My passion for digital marketing was increasing rapidly, I could see how emerging technologies were revolutionizing the marketing industry... I wanted to be part of it. In this role, one of my favorite projects was managing the launch of Sears' first content marketing website entitled Blue Crew Headquarters.My main responsibilities included:- Define the strategic direction of marketing programs for hardlines categories- Development of external partnerships (traditional and digital)- Development and execution of contests and sweepstakes- Direct management of staff (3)- Strategic direction and collaboration with Lead Agency personnel

Succeeding my previous Director, my tenure as the Director of Storewide Marketing Planning & Operations for Sears was a time of tremendous learning for me. I dug much deeper into the Strategic aspects of Marketing, defining long-term brand development strategies in conjunction with short-term traffic-driving strategies. I had many accomplishments, from the optimization of the circular budget (allowing money to be utilized on more productive marketing assets), to improving the Promotional Event Strategy. This role also allowed grow into the leader I am today, driving engagement and enthusiasm of a large team of marketing professionals.My main responsibilities included:- Develop the annual promotion and event strategy- Define the methodology for allocation of assets to merchandise categories - Drive integration of messaging strategy through cross-functional teams throughout the company - Analyze and report on storewide promotions and events- Present marketing, campaign, and promotion plans/results to senior executive leaders- Conduct and analyze market research- Oversee the Marketing Operations, Systems, & Analytics group- Direct management of staff (21)- Direct management of agencies and contractors

Promoted by my then current Director to lead the Marketing Operations, Systems, & Analytics team. I was responsible for empowering the marketing and merchandising staff to make better decisions by developing a systematic approach to marketing asset performance analysis, including a robust post-mortem process. I was also responsible for the corporate Go To Market Planning Process. This process utilized by the 1,000+ merchandising and marketing associates throughout the entire company. My main responsibilities included:- Planning process strategy- Process documentation- Communication and training- Marketing systems management- Marketing post mortem analysis- Media Mix Analytics- Direct management of staff (4)- Direct management of agencies and contractors- Integration of processes and systems with Kmart during the corporate merger

Moving from Merchandising to Marketing was a much anticipated experience for me; a strategic move to suit my personal passions and natural abilities. In this role I developed a Holiday plan that proved a tremendous success, turning in the largest Day After Thanksgiving Sales event in the Company’s history. I learned a great deal about Promotion Planning and the importance of creating a comprehensive plan that includes all components from strategy development to store execution.My main responsibilities included:- Implement the annual promotion and event strategy- Create the annual promotional event calendar- Incorporate seasonal strategy into marketing assets- Allocate circular, ROP, and promotional broadcast marketing assets to all merchandise categories- Execute marketing plans through multiple cross-functional teams - Analyze and report on storewide promotions and events- Develop, execute, monitor, and report on promotional tests

Successful management of my line responsibility helped prepare me for my first management position as Inventory Manager for men’s bottoms (denim, casual pants, workwear, & shorts). In this role, I refined my forecasting and budgeting skills, but the thing I learned the most was how to manage a team of professionals.My main responsibilities included:- Plan, forecast, and monitor inventory for the entire men's bottoms business- Ensure promotion plan effectiveness- Analyze trends, both internal and external- Determine promotional offers- Work with cross-functional teams to execute promotional plans- Direct management of Merchandise Analysts (6)