As a member of the Office of the Chief Executive, it is my responsibility to lead LegalShield and IDShield in driving DTC growth allowing for access to legal services for all. Ensuring optimized traffic and site experience to deliver world class results and satisfaction for our members.

Helping build a wonderful experience for those who choose alternatives to traditional drinks and cocktails

Advisor to B2B and B2C companies to enhance their marketing, digital , ecommerce, and brand experiences. Companies: LegalShield, Rebel Nell, Fulcrum SaaS, Digioh, DailyPay, BounceX, Terra's Kitchen, Unbxd, Dormify, Monetate, L'eToile Sport.DailyPay - work as a digital marketing and ecommerce leader to enhance the employee experience for the leader in on-demand pay. Changing the unwritten rules to allow employees to can more access to their wages for financial wellnessBounceX - work as Executive in Residence to assist in prospect and client empathy helping SaaS company position the offering and execution to more benefit the customer.Terra's Kitchen - Work as Marketing leader to enhance the user experience, digital marketing, and traditional marketing initiatives. Drive B2C experience improvements for increased revenue and loyalty.Unbxd - Work to assist in understanding customer journey from the client side in order to enhance empathy and positioning. Dormify - work as an advisor on ecommerce system integrationsL'eToile Sport - advisor for ecommerce growth for a luxury apparel brand

Helping those in need with their medical/caring equipment for both patients and facilities.

Reporting directly to the President and CEO, I am leading the digital transformation of a classic American brand as we drive to build awareness and customer delight. Built in Detroit, Shinola is a lifestyle brand that is embracing the power of digital and omni-channel to deliver amazing experiences to our customers. Overseeing all acquisition and ecommerce we are transforming how we engage and taking ownership of delivery.Proven delivery of 25% YoY growth through enhancements and optimizationsLeading ecommerce, marketing, agency, and Technical teams to deliver results and wonderful experiences for our customers.- P&L ownership- Tools: Magento, Google Analytics, Google Optimize, Retention Science, Hotjar

Lead the eCommerce transformation and go-to-market strategy for ADP Small Business, enabling the B2B digital buyer to learn, purchase, and use all ADP product and service offerings in a self service fashion.Drive the launch of a conversational Payroll app, Roll by ADP, reaching a targeted digital B2B consumer.Build out Digital Self-Service Strategy, Online Experience, Digital Channels, Conversion Optimization, Digital Operations and Cross-team collaboration to get the job done. Driving both Do-It-Yourself purchases and lead generation to assist Inside Sales in attracting and activating customers of all dimensions. Done completely from scratch.Tools: Salesforce Marketing Cloud, Salesforce Service Cloud, Salesforce Social, Data Management Platform, Google Analytics, Hotjar

The Children’s Place is a leader in kids apparel focusing on driving sales both in store and online.As Vice President of Marketing Technology, I am responsible for operations of TCPs website, mobile site, app and all the technology used to maximize revenue and profit in a digital world.Successfully transition Site Search, Product Listing Page, and Product Detail Page platform from Solr and IBM Websphere to Unbxd driving increased conversion.Implement robust A/B testing program for site optimization as well as standardized product onboarding process to ensure site accuracy.Driving 23% incremental growth through site optimization, site merchandising enhancements, launch of mobile app, implementation of robust testing programhttps://profilemagazine.com/2018/joel-layton-childrens-place/Position eliminated June 2018.Tools: IBM Websphere, Unbxd, Adobe Target, Adobe Analystics

• Own Responsibility of all digital customer acquisition channels and traffic drivers, including email, paid search (SEM/SEP), organic (SEO), Affiliate, Comparison Shopping Engines (CSE), Product Listing Ads (PLAs), SMS/TXT, Display (Programmatic, Retargeting, Prospecting), and Social Media. - Craft the overall Digital Marketing strategy to drive revenue and profit growth• Drive qualified traffic to rue21.com and 1200+ stores (25% growth Year over Year)• Support true omni-channel experience by supporting traditional retail traffic through the digital channels• Drive online and in-store revenue via digital (over 50% Year over Year growth)• Lead implementation of Google Beaconing initiative to 1200+ stores- Launch chatbot technology for customer assistance in partnership with Mode.ai* Own Photo studio to ensure maximum opportunity of assets to drive traffic and adhere to Brand aesthetic• Participate in cost savings exercises to enhance profits both from a media efficiency standpoint and team allocation perspective• Build digital team to maximize opportunity• Work with promotions team to ensure maximization of revenue and margin- Lead team to achieve 1st Place in 2016 SimilarWeb Momentum Award for Apparel- Guest lecturer at Penn State University for a Digital Marketing Class- Applications: Endeca, Google Analytics, Google Adwords, Aptos CRM, Mindwhat, Olapic, Monetate, Oracle ATG, Experian CheetahMail, Sysomos, Percolate

Nasco, a leader in B2B sales for 70+ years in the education, medical training, lab sampling and farm industries with focus in connecting with customers via catalog and digital sales channels.At Nasco, I successfully drove a team of seasoned professional through an ecommerce migration from an existing home grown platform to SAP Hybris. While also optimizing the digital channels of SEM, SEO, Affiliate, Social, and eMail to meet the changing customer where they were researching. Engaged with Amazon via Seller Central to add to the marketing mix while driving revenue and profit.Tools used: SAP Hybris, Google Analytics, Bronto ESP, EasyAsk site search, Forsee

- Lead a team of ecommerce professionals in optimizing and driving sales of a leading fashion and apparel brand via www.landsend.com. - Manage effort to introduce ecommerce best practices to transform a traditional catalog company to the ways of the web- Drive implementation of large scale brand repositioning via web and mobile properties elevating the Brand aesthetic to reach a broader demographic.- Own traffic generation channels of Paid Search, SEO, Display and Affiliate- Institute a "mobile-first" Design mindset to drive positive mobile conversion rate results - Interface regularly with Executive Committee to implement Promotions, Creative, Testing, Commerce initiatives- Lead personalization strategy to engage customers with content and offers most relevant to them via customer data warehouse and on-site targeting and content activities- Actively participate in CEO working sessions to protect brand aesthetic while developing promotional strategy- Board of Director exposure in leading discussions on eCommerce and Digital Marketing vision and strategy- Lead Web/digital analytics team- Implement cohesive omni-channel strategy- Drive Personalization efforts and strategy- Drive development of first native mobile application - Provide robust creative direction for the landsend.com site- Own all functional elements of web site: taxonomy, usability, site search, index, product page, checkout, mobile, etc- Execute cross-functionally by partnering with Merchandising, IT, Customer Support, Supply Change, Artistic Production, Executive Leadership, Promotions, Planning- Manage large execution budget for eCommerce- Manage Agency Partnerships for web analytics, Data Management Platforms, personalization- Panelist at eTail East (Boston) 2015 speaking on Testing and Personalization - Adobe Site Catalyst, Google Analytics, Certona product recommendations, Adobe Test and Target, Scene7, Monetate, YesMail, Endeca, Hybris, BazaarVoice, Responsive Design

- Drive Customer Satisfaction through the wonders of Digital Marketing- Lead a team of Search, Social, Display, Analytics, Marketing Automation, and Digital Strategy professionals to drive both agency and client side revenue- Guide clients through enhancing their digital marketing and ecommerce initiatives both via website and mobile- Speak at Adobe Digital Summit – NYC on personalization for known and unknown customers- Enhance and grow business by performing speaking engagements such as Measuring Mobile class at the Heinz College of Carnegie Mellon University- Actively participate in sales pitches to prospective clients- Use Adobe Marketing Cloud Tools to enhance customer experience- Drive clients in helping improve the end-to-end customer journey- Verticals of engagement include IT Professional Services, Retail, Higher Education, Staffing Services, Real Estate, Financial Services- Actively manage teams running Google Analytics, Adobe Marketing Suite, Marketo, Dot Net Nuke, Eloqua, Ektron, Bright Edge, SEO Moz, Tableau, Marin

- Lead an eCommerce operation in driving revenue, traffic, conversion rate, and world class ecommerce experience- Manage large scale P&L to ensure optimum margins and growth- Inspire, thru compassionate leadership, a team of eCommerce professionals in attaining their professional goals- Lead personalization and targeting strategy thru email, product recommendations, and other on site targeting practices- Drive online testing processes and execution- Lead brand initiatives to amplify the story and expand reach- Be the catalyst for industry best practices in user experience, eCommerce, mobile Commerce, Email Marketing, Digital Display advertising, Behavorial Targeting, SEO, Paid Search, Social Media, Design, Information Architecture, A/B Testing and web analytics- Launch Radio, TV and Print campaigns.- Drive the nurturing and building of the Medifast Brand- Execute the company's first Mobile Commerce experience- Drive the initial expansion of the company's ecommerce efforts into Canada and Latin America- Work directly on Omni-channel strategy of driving results both digitally and physical locales- Own IT Prioritization of business initiatives- Guide through accountability the strategy of SEO, SEM, Digital Marketing, and email- Champion cooperative engagement to fullfill requirements of a Direct Sales/Multi-level Sales/Marketing enterprise- Manage Agency Partnerships for Digital Marketing, off line marketing, analytics, DMP, personalization, and other onsite functionality-Dictate the online strategy for traditional bricks-and-motar locations as they advance their ecommerce strategy-Revamp web strategy to ensure Social, Web, and Email are working in lock-step to attain highest results and efficiency

• Proven thought leader managing creative departments in designing and building eCommerce and web applications. • Strong project and product management background with experience in taking concepts from idea to product along full software development lifecycle.• Fluent in all aspects of User Experience and Information Architecture as well as Project Management expertise in Agile and RUP environments. • Skilled in Wireframing, Focus Groups, Usability Studies, Multi-varient testing, Web Analytics• Web and mobile marketing expertise: Web Analytics, A/B Testing, Product Reviews (Power Reviews and BazaarVoice), Paid Search, Search Engine Optimization, Site Search, Display, Social Media, Accounting, Payroll and Human Resource software development• Expert in business requirements writing and translating the business need to technical specifications• Strong team builder, communicator, and translator of technical speak to business understanding whether in a B2B or B2C environment.• Proven leader, mentoring and guiding teams of 2 -25 in successfully reaching their individual and team objectives.• Passionate problem solver ensuring the business understands the technical and the technical understands the businesso As Senior Director of User Experience, I am responsible for overall site conversion and launching new, retail websites as products, meaning our entry into new retail partnerships or into new area of commerce (i.e. mobile commerce) falls under my umbrella. o My proven leadership has resulted in significant rises in Gross Profit, Traffic, and conversion rates.o Lead development teams using Agile methodology to take business requirements from thought to production.o Lead Testing initiatives to prove latest functionality and design as well as monitor sites using Web Analytics techniques to drive improvements.- www.wirefly.com, wireless.walmart.com, radioshackwireless.com, m.wirefly.com. www.a1wireless.com

Lead design of dynamic web-based HRMS for small to midsized companies

Lead implementations of Kronos HRMS