• Current project: leading the implementation of Salesforce Marketing Cloud and Data Cloud

• Leads the Insight sub-brand of TigerDirect and its eCommerce platform, TigerDirect.com, a $77M business annually.• Provides leadership over a diverse team of 96+ employees focused on the Tiger brand in areas of Marketing, Online Merchandising, Web Design/Development, Paid Media, Inside Sales and Client Support.• Leads an Inside Sales team based out of Manila that achieved $23M in sales in 2021 as part of their web lead follow-up programs and existing small business account relationships.• Manages a marketing/online merchandising/web team that executes a variety of tactics including, onsite merchandising, email marketing, behavioral email triggers, SMS marketing, management of an app and various campaign and category landing pages.• Directly manages a third-party agency that handles all of TigerDirect’s paid media tactics including paid search, Google Shopping and paid social.• Worked with a third-party to conduct a full onsite SEO audit of TigerDirect.com. Working with both our internal SEO resources, web IT and our front-end web designers/developers on completing the checklist of content and structural SEO enhancements that were identified.• Worked with a third-party to conduct a UX/UI audit of the site, resulting in numerous enhancements in the areas of CRO (conversion rate optimization), particularly around our shopping cart/checkout experience.• Conducted an onsite survey to gather Voice of the Customer feedback leading to numerous insights around our clients’ trust in the brand, trust in refurbished products and questions around the strength of warranties for refurbished products. This led to both content and structural changes to help overcome this client concern.• The TigerDirect brand has achieved profitability in terms of GP dollars for three straight quarters.

• Created the new role/office of Marketing Technology Manager for Insight’s Marketing organization.• Had oversight of a $2M annual technology budget.• Established new processes related to evaluating new technologies, vendor selection, contract negotiation, onboarding new tools, auditing the performance of various platforms and offboarding underperforming tools.• Created partnerships and new business processes with Procurement, Legal, Infosec and IT (Architectural Review Board).• Created a strategic vision and roadmap to properly integrate all of Marketing’s tool stack, share data across platforms and in doing so, created new opportunities for teammates and new experiences for our web visitors (personalization) and clients (marketing automation).• Led our Marketing Automation team (Marketo) including developing new nurture campaigns, new lead scoring models and partnered with a third party to build a custom integration between Marketo and our CRM platform (SAP C4C).• Led our CRM team (SAP C4C) in further building out the team and our capacity, lowering the SLA’s related to support tickets, speeding up the delivery of new functionality and increasing user adoption in our sales org via new products such as pipeline management and account planning.• Led the implementation of our Voice of the Customer program, Qualtrics. Established the initial use cases, worked with a third-party to build out these experiences, began capturing post-purchase feedback from clients and created an integration to push client feedback into our CRM including automated follow-up task creation for account execs when a client was a detractor.• Led the implementation and pilot, with the help of a third-party, of Adobe Test and Target Premium. This was the beginning of our A/B testing practice as well as the advancement of our website personalization programs.

• Established a new CX focused team for Insight.com responsible for onsite search/findability, IA and menus, online merchandising and AI driven product recommendations, web site personalization and Live Chat.• Helped lead a major redesign and rebranding of Insight.com, completely reimagining our information architecture and go-to-market strategy which included shifting from a value-added technology reseller to that of a global solutions integrator.• Partnered with Web IT teams to enhance the onsite search experience, implemented new search suggestions functionality, developed and implemented a keyword redirect strategy, adjusted search results faceting options and worked on search speed optimization efforts.• Implemented and managed Marketo’s RTP (real-time personalization) module across strategic sections of Insight.com. Extended this functionality to our campaign management teams and it became part of our go-to-market marketing packages receiving partner investments funds in the form of SR dollars.• Created Insight’s first online merchandising role/team, with a focus on Google Shopping and partnering with our pricing and profitability team to create a set of focus SKUs that were competitively priced. These focus SKUs were also leveraged in product focused email campaigns as well as on various sections of the website.• Led a cross-functional team in implementing automated AI/ML based product recommendations (Rich Relevance) at key points in the user journey (Product Details Pages, Shopping Cart, etc.)• Revamped Insight.com’s Live Chat program and supporting teams and business processes. Live Chat ended up being a very viable channel for Insight.com leading to numerous opportunities that were vetted with our Lead Qualification Team and then passed on to our Sales Organization.

• Implemented new saved credit card functionality, including tokenization for PCI compliance, as part of our online VIP portal which resulted in enhanced client satisfaction and retention.• As part of our “Go to Market” offerings, led an effort to redesign our “Top Tech Buys” page which empowered our Online Marketing Team with new merchandising opportunities and self-service functionality.• Managed a cross-functional team in successfully redesigning our “Inventory Blowout” page which will enable our Supply Chain Management team to increase the revenue generated from returned and end-of-life products.• Wrote business requirements for the client-facing portion of the company’s new “Cloud Computing” initiative. This was a major part of the company’s go-forward strategy and involved soliciting requirements from several functional areas as well as establishing process workflows for a deep integration with a third-party SaaS enablement platform (Parallels).• Executed a vendor evaluation of various Live Chat solutions and presented my recommendations to leadership.• Led a team and partnered with Oracle implementation specialists during the rollout of our new Live Chat functionality.• Participated in the vendor evaluation process of various third-party content management systems.• Played a key role in the implementation of a new content management system, Adobe CQ5. Wrote detailed requirements for our URL/SEO strategy, our information architecture and our taxonomy strategy. Helped develop and test several new templates and components in the new tool. Led our Creative Services team during the migration/recreation of over 1,300 web pages. Performed go-live and post go-live testing and business validations.• Participated in the creation of a new mobile app for tablets for the company. Worked on the requirements and the business processes related to integrating the app with our CMS system and the updating of marketing related content in the app.

• Led a cross-functional team that implemented ATG’s eStara software enabling online chat with our customers via our websites which increased engagement and resulted in additional sales appointments. Functioned as the main liaison between our eCommerce and Inside Sales teams successfully negotiating and prioritizing the scope of the implementation.• Conducted research on social media marketing best practices, executed a competitive analysis of the top organizations in our industry and developed a social media strategy for our company. Achieved consensus and executive alignment on the strategy between business sponsors and key stakeholders. This new social media program resulted in increased customer engagement, brand awareness and competitive advantage over others in our industry.• Executed RFPs delivered to multiple world-class email marketing software providers and led a team responsible for vendor selection. Managed vendor relationships during discovery and while executing multiple simultaneous proof of concepts. Partnered with key stakeholders in developing use case scenarios. Creation of business requirements documentation defining data mapping, business rules and integration between the new email platform and our existing CRM software. Liaison between the vendor, our IT department and the business during the implementation of the software selected, ExactTarget. The implementation resulted in increased efficiencies such as staff reduction and improved service level agreements.• Led the implementation of our company’s new mobile and text marketing software, “2Go” from Advanced Mobile Solutions. Provided daily management and functioned as liaison between the business and the vendor regarding keyword and content management changes. Performed creation and distribution of monthly reports to business management and key stakeholders. This implementation resulted in making our websites more accessible and expanded our marketing capabilities.

• Managed a diverse cross-functional team through the end-to-end lifecycle management of a new enterprise-level software solution, Oracle’s Siebel OnDemand.• The organizational change was across 50 plus divisions, 28 different States, over 600 unique sites and provided training for over 2,500 employees.• Led an Oracle team of business consultants in a joint-venture with our own internal team in a major review and mapping of all of our then current-state business processes.• The business process reengineering resulted in several key recommendations that were reviewed with and approved by the highest levels of the organization and provided a foundation for developing data mapping, the business rules for the data migration from our legacy systems and the initial configuration of the application.• Partnered with several key stakeholders in developing the systems integration between a number of custom internally-built software solutions and the CRM software.• Functioned as the main administrator, executing several configuration changes resulting from feedback during the pilot and from multiple rounds of user acceptance testing.• As “Activation Lead” for several markets, traveled to division offices to deliver orientation presentations to local management teams, sales and support staff as part of the change management process.• Led a team that created several management and executive level reports and dashboards post implementation to provide visibility into the business, ensure compliance, provide better forecasting tools and to help with driving user adoption.• Successfully managed, negotiated and prioritized the scope of hundreds of enhancement requests.• Managed the release process of new functionality, including determining scope, creating training materials, communicating the changes to the field, presenting to the change control board, executing the changes to the configuration and conducting quality assurance testing upon go live.

• Leadership and management of a diverse team of 15 full-time professionals which provided centralized data entry and market research support for the field organization.• Implemented a new process and software solution, SPSS Inc.’s – Data Collection, for our National Segmentation teams which helped them increase the timeliness and accuracy of the various feasibility studies they perform.• Implemented a new process and software solution, Verity’s Teleform, for our Strategic Marketing teams which proved to be a much more robust, efficient and effective process for gathering their key data elements enabling better decision support.• Created a number of process improvements via our data capture team which led to quicker processing times and better data integrity.