I interpret the brand vision by developing customer experiences championing customer learning, support, affinity, and advocacy for F5. I drive cross-enterprise standardization for winning best-in-class customer relationships by:1. Driving ease of access to F5 products by enacting structural enterprise-class standards, with gated secure access (IAM); Agile business ownership and product management 2. Driving centralized persona creation and research, tied to enterprise goals, for key customer insights and actionable customer journey optimization3. Establishing enterprise-class guidelines for strategic got-to-market with tangible processes, and guidance to operationalize customer and market insights across the organization; Marketing program management leader

Knit together the overall Sonicare digital brand proposition of connected dental care, with direct-to-consumer online propositions as well as support of B2B SaaS propositions to dental care professionals and clinical practitioner organizations. • Created Customer Insights to Defend Core Consumer Space and open Green Field Insights for Oral Care Clinical Propositions and Dental Practices: Led research for customer and market insights by target persona; included qualitative market and sales data for actionable key knowledge • Phillips Health and Wellness Brand Playbook and Product Naming: Supported naming initiatives for Tooth-Pic and Philips Toothbrush Head Subscriptions. • Global Clinical New Product Introduction: Led team to build end-to-end launch plans for new consumer applications and clinical data propositions Authored new KPIs, actionable metrics, and lifecycle tracking of customer engagement for feedback to engineering, product development, marketing, and sales loops. • Performance Analytics and Segmentation: Oversaw reporting and dashboard functions for Sonicare Digital Propositions, continuous feedback and fine-tuning.• Driving Delight with a Winning Roadmap: Using new data insights, guided the team to improve the customer experience

• Created Customer Insights to Defend Core Consumer Space and open Green Field Insights for Oral Care Clinical Propositions and Dental Practices: Led research for customer and market insights by target persona. • Phillips Health and Wellness Brand Playbook and Product Naming: Supported naming initiatives for Tooth-Pic and Philips Toothbrush Head Subscriptions. • Global Clinical New Product Introduction: Led team to build end-to-end launch plans for new consumer applications and clinical data propositions. • Performance Analytics and Segmentation: Oversaw reporting and dashboard functions for Sonicare Digital Propositions, continuous feedback and fine-tuning. • Driving Delight with a Winning Roadmap: Using new data insights, guided the team to improve the customer experience; Sonicare Digital enjoyed the highest retention and satisfaction rates of all of Philips Digital

• Services Requirements building• Solutions piloting and KPI benchmarking• Matrix Team lead in Data Management Solutions• Management and Innovation of AED Medical Products • LEAN, Just-in-time, manufacturing excellence • Customer intelligence • Customer profiling and segmentation• Global product management; Global / local market specialization• Integrated Internet marketing• Web analytics • Market planning, business case authorship • Competitive intelligence• Web content; online videos

• Tactical Collateral Production with Strategic Enablement for Use: Designed and implemented content-based strategy for new, highly trafficked web Microsoft Virtual Labs Portal: 25M global annual visitors/1.6M conversions • Audience Segmentation for Improved Retention: Authored customer acquisition and retention database marketing strategy• Customer Experience Measurement with COMSCORE: Measured Virtual Lab content for engagement content performance across platforms, focusing on paid, earned, and owned media.• Go-to-Market Launch Lead: Delivered high-performing launch strategy; contractability rate above Microsoft’s average

• Go-to-Market Operations for Amazon Woot Brand: Managed a team of 3 reports for daily marketing operations: aligned diverse teams to manage workflows; budget and cost control for execution; profitability black belt for email marketing. • Creative Audience Segmentation for High Engagement: Guided team to initiate social media marketing (Turntable.fm, Facebook, Pinterest, etc) • Product Management of Third Parties: Managed fan-based 3P relationships

• Lean Operational Management Led go-to-market and retention email marketing channels. Controlled cost through process improvements and automation. • Created Localized Personas for Targeted China and Eastern Europe Markets: Drove qualitative research and performed quantitative analysis to increase personalization in sales and marketing.• Improved Email Marketing Channel Performance and Reach: Designed and delivered new behavioral targeting model.