As the VP of Marketing, I reported directly to the CEO. I oversaw brand development, marketing strategy, and all marketing operations, including implementing high-creative product campaigns in a multi-product, multi-persona environment. I accomplished the goal of using storytelling and data-driven insights to increase customer acquisition, improve customer experience and expand brand awareness within budget and aligned with overall business objectives. - Created new branding, brand strategy, and positioning to expand brand awareness and brand equity, resulting in higher customer acquisition and improved retention- Implemented seamless customer journey experience through the creation and execution of cohesive branding campaigns and engaging product/segment storytelling across social and digital channels/touch points to drive demand, consideration, engagement, purchase- Translated in-depth understanding of customers, competitive and market trends, and evolving industry dynamics across key departments to optimize sales strategies, product innovation, and marketing plans- Identified and launched marketing technology tools and systems to enhance and personalize messaging based on target market segment or product category, resulting in new customer acquisition or higher AOV(average order value)

I oversaw the B2B division of Guitar Center managing sales teams, digital marketing campaigns, and brand awareness. My mission was to create a problem-solving team culture focused on delivering quality business solutions that facilitated client success. -Optimized CRM B2B lead management process that increased lead-to-customer conversion rate by 45%.-Developed analytic dashboard and reporting model to track audience segmentation behavior, establish channel attribution and KPI measurement.-Consistently increased quarterly lead generation in targeted business segments through content marketing campaigns.-Oversaw campaign development of GC Pro brand and identified appropriate B2B content, creative, messaging and offers to maximize response rate and ROI.-Developed audience acquisition strategies and leveraged reporting analysis to increase quality touch points in buyer journey, resulting in higher lead-to-prospect conversion ratio. -Established marketing automation campaigns per prospect segment nurturing MQL’s to SQL’s-Partnered with vendors to create unique product campaigns and offerings through digital marketing and social media-Drove client relationship strategy, including opportunity identification, proposal creation, presentations, and pricing strategy-Collaborated with Customer Insights group to conduct needs assessment interviews with clients to develop customer driven audience solutions-Created accountability systems for sales teams’ achievement of goals, driving results and mentoring best practices/performance, with emphasis on consultative sales approach.-Identified and assimilated industry and competitive data to maintain a competitive position in the marketplace-Managed sales funnel to analyze and control pipeline activity and monitor sales performance against assigned budget.

In my capacity as Director of Marketing, I led a team of expert marketers to drive key business initiatives including lead generation, expansion of brand awareness, and increasing sales opportunities. -Modernized marketing department, to include, recruitment of new creative team, system integrations and introduction of marketing automation. Completed: 1 year-Increased social media audience by 90% through personalized and audience segment focused content. -Rendered higher student enrollment, using inbound marketing tactics such as search engine optimization, social media, landing page split testing, online advertising and email marketing. Owned creative decisions for all branding touch points and maintained company brand. -Defined and created global customer lifecycle marketing strategy to increase customer lifetime value, reduce churn and build loyalty.-Applied market research practices involving quantitative and qualitative reporting, while eliminating paralysis by analysis in order to stay agile to market trends and needs. -Developed and managed marketing, sales and operations team with a collaborative leadership style to ensure team culture based values.-Established analytics infrastructure, predictive modeling, metric reporting and conversion optimization.-Oversaw all digital marketing planning including, SEO, SEM, Retargeting, Google Display/Mobile/ Adwords and Social Media advertising.-Established a formal student recruitment process resulting in increased conversions through scalable practices in sales and marketing initiatives.

In 2010, I joined the team at Premier Guitar. Within this role, I established criteria and work procedures to achieve a high level of quality, productivity and data to identify/explain major trends, problems and causes. In addition, I developed, optimized and expanded retention and acquisition campaigns for client mobile, print and website campaigns.-Drove digital marketing strategies to consistently increase integrated digital platform sales. -Consultative partnering with clients to develop their long-term digital marketing and branding strategies through brand/product audits, and competitor analysis. -Established criteria and work procedures to achieve a high level of quality, productivity and data to identify/explain major trends, problems and causes; Compared and combined information to identify underlying issues and generated actions to achieve client long-range goals.-Developed, optimized and expanded retention and acquisition campaigns for client mobile, print and website campaigns. -Executed comprehensive weekly analysis of digital campaign metrics and documented client campaigns and recommendations for operational efficiency.-Served as driving force with the acquisition of new business and maintenance of existing business with more than 200 musical instrument companies by upholding the client perspective for various initiatives.-Surpassed quarterly and annual sales objectives for print and online media.

As Director of Digital Advertising Sales at NewBay Media, I provided strategic leadership and developed market awareness of client product and company brands with ongoing business development programs, in both national and local markets. I also structured and directed the entire sales process from identification to close-Led business development strategies to increase digital and content product offerings. -Exceeded quarterly and annual revenue goals according to sales plans through a deep understanding of product portfolio and clients long-term and short-term needs. (standard media, video, mobile, programmatic and custom solutions) -Collaborated with cross-platform teams to add strategic consultation based on clients needs.-Developed and maintained strategic relationships with 3rd party advertising partners for both B2B and B2C.

Expertly managed the development, localization, and maintenance of website properties, including SEO, online media campaigns and social media. Grew audience following and engagement through development and execution of clear and compelling product marketing communications. Managed the strategy and set-up of all paid campaigns (Google Adwords, Third-Party Media)Implemented and maintained tracking links, image and impression tagging and linking of data sources to channels. Measured and optimized paid marketing using Google Analytics dashboards and marketing analytics reports.Led the ideation of creative ad campaigns, coordinating with design and writing resources to deliver graphic assets and copy.Optimized campaign performance through creative and landing page testing.

Managed non-profit agency program and regularly spoke at local council meetings to government officials and community members advocating the importance of water conservation. Increased program productivity each year, resulting in a 65% increase in community usage.Developed, implemented, coordinated and measured the effectiveness of the local Community Relations (engagement) program and activities. Spoke at local council meetings to government officials and community members advocating the importance of water conservation.Facilitated staff training seminars on “Cultural Diversity”, “Business Communication” and “Computer Skills”.Responded to media inquiries, created press releases and proactively did media outreach to increase program awareness to communities of the San Fernando Valley.

Formatted all press releases for television, film studios and cable networks. Assisted in the organization of press conferences and maintained relationships with senior management of motion picture studios. Recommended promotional opportunities within target markets, and analyzed effectiveness of media coverage.Pitched story ideas to Top 50 radio and television markets.Assisted in the organization of press conferences and maintained relationships with senior management of motion picture studios.Managed onsite events for press and studio partners.Solicited publicity ads from major studios and documented ad frequency.Administered problem log of client issues and recommended solutions.