- Building a new team to bring corporate strategy level planning to Midco, acting as the SWOT team by developing a deep understanding of the company’s strengths, weaknesses, opportunities, and threats rooted in data and market expertise in order to drive market share - Creating go-to-market strategies for execution teams including Sales, Marketing, Events, PR, Sponsorships and Government Relations to execute against to achieve the highest ROI for the company’s strategic initiative investments in growth and current footprint enhancements- Determining the right KPIs and creating respective performance measurement of these holistic strategies to inform future executions- Developing an in-depth market share report to keep a pulse on performance, competition, and proactively identify areas of opportunity

- Grew a team of three Marketing Analysts to a cross functional team of 12 including three “arms” of the team including Marketing Analytics, Marketing Strategy and Sales Enablement- Brought Sales Enablement to Midco and worked over time to develop the roles, responsibilities and team identity for the group which grew to a team of four within two years- Owned the $13MM Marketing budget from initial creation, submission, negotiation, and close forecasting throughout the year to end the fiscal year within 0.01% of the initial budget- Initiated Marketing Strategy at Midco by creating a monthly execution process, building up to a holistic quarterly strategy and ultimately an annual plan incorporating external and internal insights, data, and results to inform the best strategy at the right time for the right audience- Initiated current customer lifecycle marketing at Midco to complement demand generation strategies- Wrote in-depth business cases, proposed, and then lead two cross functional strategic projects including one which adjusted the demand generation promotional offer structure and another to create system synergies to allow for automated customer communications and presales in newly served areas - Created and executed the holistic monthly Marketing and Sales performance review by identifying the right KPIs and consistent reporting to gauge performance and influence strategy and future execution- Lead customer insights and research initiatives of prospective customers for demand generation and brand tracking purposes to guide Marketing strategies

- Oversaw all Target Direct Mail including Sr. Analysts executing detailed program plans- Lead all aspects of the Personalized Loyalty Mail (PLM) program and scaled the program from reaching 15MM guests to 40MM guests in 2017 by fielding exponentially more content and offers that are personally relevant to each guest- Developed program level strategy including personalized approach, creative strategy, offer and testing strategy, content scale strategy, and developed process improvement roadmap, budget, and own the P&L- Managed cross functional team to drive flawless execution and on-time delivery while ensuring campaign goals are met - Lead development of a personalization engine which leverages data science, big data, and modeling to select the best guests and the best content for each guest to optimize sales- Drove 6x increase in incremental sales per contact, a 66% increase in guest response and 2.5x increase in offer redemption in PLM- Initiated and tested new ways to drive Target App acquisition via direct call to action

-Built the Lifecycle Marketing capability for Target by developing a vision, defining levels of complexity and activating a phased approach-Established organizational fit for the Lifecycle Marketing capability, defining roles and responsibilities, determining the way to work with other marketing teams and executing work in a more nimble way-Developed and activated Lifecycle Marketing programs from strategy to execution to measurement making data-driven decisions, building plans for program reiterations based on learnings, considering and influencing other marketing efforts which could touch the guest segment-Marketed to 8MM guests, managed 25 Direct Mail pieces, 9 emails, 21 Receipt Marketing coupons and 3 Display ad tests in 2015-Manage team of project managers supporting all Lifecycle Marketing and Custom Direct Mail programs -Executed all aspects of the $13MM budget from high level forecasting and securing the 2016 budget to managing all individual projects

-Established goal setting and opportunity sizing as a critical BI&A capability within the marketing campaign development process by bringing analytics into campaign development forums early and often and by building relationships with and educating partners -Facilitated goal planning within several marketing campaigns driving partners to build measureable goals tied to metrics and utilize results to inform future action plans based on effectiveness of various campaign tactics •Managed team of one manager focused on measurement and one senior specialist focused on social measurement-Developed standardized pre-campaign analytics toolkit to help marketing team understand current and potential guests at the brand level by leveraging existing data to execute opportunity sizing for all marketing campaigns-Developed annual plan opportunity sizing methodology to support marketing annual planning prioritization efforts

-Executed financial planning and forecasting for Brand Category Marketing areas of Storewide, Grocery, Hardlines, Health & Beauty-Built very strong relationships with marketing clients by providing the financial forecasting and analysis needed to run the business, which in turn helped to elevate the role of marketing finance within Marketing organization-Acted as client-facing strategic finance partner to the Brand Category Marketing teams throughout the 2012 and 2013 annual planning process and executed financial analysis to tell financial stories as necessary to help the team achieve final annual plan-Developed, trained out (to entire marketing organization) and activated new Quarterly Seasonal Planning approach and integrated the process into established Marketing Finance processes and workflow

-Managed the finances for several department of defense sponsored programs equating to over $60M -Performed a wide variety of detailed financial and administrative tasks required for the management of a financial portfolio including the development of budgets, analysis and reporting of program financial status, and authorization of expenditures-Facilitated the establishment of new projects and programs by preparing proposals, estimating costs, and developing reports -Reviewed financial process and suggested ways to improve and decrease funding delays-Assisted the group leader in all aspects of the management of a 100 member group including strategic planning, project scheduling, resource planning, space allocation, logistics, workflow processes, personnel matters, hiring, and salary reviews-Supervised support staff, approved staff and subcontractor timesheets, and wrote and delivered support staff performance reviews-Executed four site expansion projects managing the budget, lease, contract, and onsite contractors to project completion-Managed all aspects of workshop coordination for the yearly group workshop hosting 400 outside and 300 internal guests-Coordinated and communicated with several internal and external divisions, departments, groups, sponsors, and upper level management

-Control the Americas Group Interactive and Worldwide Demand Generation marketing expense budgets-Perform responsibilities as the online alliance resident expert to ensure tactics are compliant based on alliance partner guidelines-Implemented compliancy in programs not previously funded to attain an additional $2.4M funding year over year-Initiated an internal alliance claim audit and uncovered multiple issues costing a potential $1.6M budget exposure, and developed a new process that mitigates risk by eliminating errors through built-in checks and balances

-Created the process for selecting Lenovo's global marketing campaign theme -Executed strategic projects such as "blueprint" which helped align the marketing organization staff with core competencies -Coordinated the FY2009 WW marketing KPI planning process for the CMO's direct reports and executed quarterly KPI reporting

-Led the FY2010 marketing budget and strategy planning cycle to drive to more ambitious sales/share goals with a smaller budget-Managed expenses and created financial models to optimize the E:R ratio of a $60M budget for fund allocations to be spent within 1% of expectations -Presented budget recommendations to executives, CMO, Geography leaders, and CFO based on financial analysis

-Managed the product development team of programmers and testers-Prioritized and assigned enhancements. Managed upgrade releases once a month and off-cycle upgrades as needed.-Controlled and oversaw all projects including the website reconstruction project-Drafted the report content in order to improve product marketability

-Conducted marketing research in order to determine the current non-profit competitive environment-Determined methods to secure funding for the children's tutor training program-Developed marketing plan including strategic initiatives, pricing strategy, media strategy, and implementation actions

-Developed forecasts and budgets for several portfolios defining capacity needs, financial impacts, cross-divisional line balance opportunities, productivity expectations, and global expansion for ops managers, directors, and site president-Worked on a cross-functional team to develop and implement a workstation upgrade to a new operating platform as well as several projects leading to a 13% increase in productivity creating a savings of 15 FTE over 20 months-Initiated work with another business division creating new opportunities for the capacity planning group to utilize best practices-Recognized as Citibank Employee of the Month, July 2006