Developed marketing, advertising and outreach strategies to increase brand and program awareness. Responsibilities included strategic planning, managing an advertising agency with media planning and creative development utilizing traditional, digital, social and mobile marketing. Initiatives resulted in strong year over year growth in revenue (+4.3%), transactions (+2.4%) and number of toll accounts (+19%). Managed website design, development, CMS and analytics to optimize the site. The website is the most used tool for payments, sign ups and account maintenance and has a 95% customer satisfaction rating. Developed a Rewards program to thank drivers for using the toll roads. This program has high engagement with an average email open rate of over 50%.Managed all research projects with the goal to enhance the customer experience. This includes directing on call research consultants in conducting quantitative customer satisfaction studies, brand attribute analysis, environmental and public opinion studies and focus group research on signage enhancements. Implemented numerous in-house surveys via SurveyMonkey.Outreach efforts with planned community events, chamber organizations, partner organizations.Organizations:Vice Chair of California Toll Operators Committee (CTOC), Communications and Marketing SubcommitteeCTOC is the primary resource for interoperability and coordination among tolling facilities, and education and advocacy regarding tolling in California.Board of Directors, Orange County Visitors AssociationThe association leads over 700 major theme parks, destinations, hotels and cities in Orange County with visitor advocacy, communications and brand marketing support.Board of Directors, Spectrumotion A nonprofit organization formed to assist Irvine Spectrum Area commuters and residents in finding ways to commute to work that are more environmentally friendly, less expensive, less stressful, faster and more convenient than driving alone.

Responsible for marketing, advertising and communications efforts to support the agencies' goals. Manage the advertising agency with annual strategic planning.Manage website design and development. Responsible for a redesign to accommodate the transition to all electronic tolling.

Managed the overall brand and field marketing, strategic planning and corporate communications. Responsibilities included consumer insights, industry and trend analysis, menu planning and development, traditional and digital media planning, merchandising, public relations, promotions, creative development, as well as team and budget management. Launched a Field Marketing department focused on driving sales with a templated marketing toolkit, regional media plans and local store marketing efforts resulting in positive performance in number of key measurements. Managed a team of five. Developed and executed brand ambassador plan that helped deliver +8% sales for Bastille Day promotion.  Drove positive sales in 75% of priority restaurants while system-wide sales declined.  Created product launch calendar for pacing projects that improved efficiencies and focus.  Analyzed trends to develop new menu platforms that resulted in 35% menu mix and improved profitability.  Exceeded eClub growth goals by 52%.

Managed team in creating marketing plans and advertising campaigns in a number of industries across all media channels. Account service management to ensure creative was on-brief and on-time. Re-branded the agency including website, collateral and PR. Managed the new business development process. Managed a team of four. Initiated internal education sessions to focus on new media training, client services, and project management. Managed clients, including Mission Hospital, St. Joseph Hospitals, American Honda Motors, PFF Bank & Trust, Veterinary Pet Insurance, Nikken, Inc. and Toshiba America Medical Systems.

Managed KFC-Los Angeles, Arizona, San Diego, Las Vegas markets, and National Hispanic Agency of Record. Directed advertising and marketing initiatives with consistent year-over-year sales growth. Responsible for client management and support, strategic planning and execution, media planning, broadcast, print and online creative development, promotions, grassroots efforts, POS materials, ethnic and segment initiatives, local store marketing, as well as new product development and introduction. Responsible for strong co-op and franchisee relations with more than 450 restaurants. Managed a team of six.  2004 Excellence Award: Personal award from the President of KFC for “The Best of the Best” in DMA leadership and overall excellence. 2003, 2002 Beat Year Ago Award: Recognized for leading the nation with consistent year-over-year sales growth. Agency of the Year Award: Honored out of 45 agencies for excellence in developing regional initiatives that drove sales and improved relevance. 2002 Catalyst Award: Personally recognized by the local co-op franchisees for excellence and commitment. 2002 and 2001 Topspin Award: Recognized for spinning national initiatives into successful regional promotions.

Developed and executed brand building and retail strategies that increased sales through advertising and promotional programs. Launched in-store campaigns to drive seasonal business, implemented loyalty program with Ralphs Club loyalty card, and developed in-store promotions to drive frequency of visit. Managed clients, including Food 4 Less, Ralphs Grocery, Hollywood Video, and Canon Computer Systems.