As the Senior Vice President of Marketing & Technology, I am responsible for developing and executing the marketing and technology strategy for the organization. I have a key focus on driving new customers to our studios, developing programs and campaigns to retain existing customers, and building a differentiated brand, while bringing a data-driven mentality to ensure marketing dollars are spent effectively.I also am responsible the technology and product roadmap for the organization. This includes managing the YogaWorks web applications. I work heavily on identifying how YogaWorks will best leverage technology to drive positive ROI and support business models.ENTERPRISE-WIDE MARKETING○ Lead and manage the Marketing team○ Develop and oversee all marketing activities that drive new customers and retain existing customers for each business line, delivering goals within budget, CPL (cost per lead), CAC (cost to acquire customer) needs.ENTERPRISE-WIDE TECHNOLOGY○ Lead and manage the digital team○ Develop and manage the organization’s digital strategy and product roadmap, gather requirements, prioritize development, produce wireframes and mockups, QA development, and validate feature releases for all development across the organization - comprehensive, end-to-end product development and management○ Work closely with key stakeholders to help identify development options, make recommendations, and then manage the approved projects that will support cost-effective technology solutions on the YogaWorks sites.MYYOGAWORKS ONLINE YOGA SUBSCRIPTION BUSINESS UNIT○ Lead and manage the MyYogaWorks team○ Full Profit & Loss (P&L) responsibility for MyYogaWorks, including revenue, expenses, forecasting/growth targets, and allocation.○ Create and execute comprehensive marketing strategies and programs that drive lead acquisition for the MyYogaWorks subscription business - including print, digital/SEM, event, affiliate, licensing efforts and more

ENTERPRISE-WIDE○ Develop and manage the organization’s digital strategy and product roadmap, gather requirements, prioritize development, produce wireframes and mockups, QA development, and validate feature releases for all development across the organization - comprehensive, end-to-end product development and management○ Lead and manage the digital team○ Drive and support the maintenance and development of our existing digital properties, including but not limited to yogaworks.com; yogatreesf.com; myogaworks.com; and more○ Work closely with decision makers in all relevant departments to help identify development options, make recommendations, and then manage the approved projects that will support cost-effective technology solutions on the YogaWorks sites.○ Project management responsibilities include planning, executing, and finalizing projects according to the agreed-upon deadlines and budget. In many cases this will require working with and managing outside vendors or consultants to deliver projects according to plan. MYYOGAWORKS ONLINE YOGA BUSINESS UNIT○ Full Profit & Loss (P&L) responsibility for MyYogaWorks, including revenue, expenses, forecasting/growth targets, and allocation.○ Lead and manage the MyYogaWorks team○ Develop and manage the product road map, gather requirements, prioritize development, produce wireframes and mockups, QA development, and validate feature releases for MyYogaWorks - comprehensive, end-to-end product development and management○ Create and execute comprehensive marketing strategies and programs that drive lead acquisition for the MyYogaWorks subscription business - including print, digital/SEM, event, affiliate, licensing efforts and more○ Own MyYogaWorks’ content creation strategy to deliver high-quality online yoga and fitness classes, and ensure new content helps the business meet its acquisition and retention goals

As the Director of MyYogaWorks I lead the online yoga business for YogaWorks. MyYogaWorks (www.myyogaworks.com) is a fast-growing, curated online yoga subscription business with over 1,000 online yoga classes that you can stream from your laptop, tablet, phone or TV. My responsibilities include:○ Full Profit & Loss (P&L) responsibility for MyYogaWorks, including revenue, expenses, forecasting/growth targets, and allocation.○ Creating and executing comprehensive marketing strategies and programs that drive lead acquisition for the subscription business - including print, digital, event, licensing efforts and more○ Developing and managing the product road map, gathering requirements, prioritizing development, producing wireframes and mockups, QA'ing development, and validating feature releases for MyYogaWorks - comprehensive, end-to-end product development and management through Agile development philosophies.○ Leading and managing the MyYogaWorks team○ Analyzing, reporting, assessing, recommending, and acting on the performance of all lead generation and retention campaigns○ Creating, managing, and assessing email marketing, and landing page optimization○ Building, managing, and assessing automated marketing programs including lead nurturing and retention strategies○ Driving the content development and strategy to drive a clear and consistent brand message through creation of website, video and blog content, email blasts, lead generation, affiliates, search and social networking avenues○ Reinforcing and assisting with the implementation of defining the end-to-end lead management process based on industry best practices; from lead capture, to lead nurturing, to conversion.

MyYogaWorks (www.myyogaworks.com) is the online yoga subscription product launched by YogaWorks in March of 2013.As the Digital Poduct Marketing Manager of MyYogaWorks, I am responsible for:1. Creating and executing comprehensive digital marketing strategies and programs that are aligned with YogaWorks brand and overall digital sales and marketing goals2. Developing the product road map, gathering requirements, prioritizing development, producing wireframes and mockups, QA'ing development, and validating feature releases for MyYogaWorks - comprehensive, end-to-end product development and management.3. Analyzing, reporting, assessing, recommending, and acting on the performance of all digital lead generation and retention campaigns4. Creating, managing, and assessing email marketing, and landing page optimization5. Building, managing, and assessing automated marketing programs including lead nurturing and retention strategies6. Assisting in content development and strategy to drive a clear and consistent brand message through creation of website, video and blog content, email blasts, lead generation, affiliates, search and social networking avenues7. Reinforcing and assisting with the implementation of defining the end-to-end lead management process based on industry best practices; from lead capture, to lead nurturing, to conversion.

In the increasingly technological yet competitively local landscape of yearbook sales and marketing, Jostens must continually innovate its marketing strategies and execution to drive differentiation and business results.In my role as Marketing Marketing, Innovation and Measurement, I was responsible for creating, executing, measuring, and collaborating marketing innovation initiatives, with a strategic focus on:1. Local Marketing: Worked with sales and field leaders to leverage national programs at the local level and develop and test new localized marketing initiatives 2. Digital Marketing: Brought marketing innovation to our digital products to promote the brand, enhance user experiences, and drive sales.3. Partnership Marketing: Identified and executed partnership marketing programs to drive enterprise growth4. Marketing and Sales Analytics: Modeled, mined, analyzed, and presented data to illustrate business opportunity and performance of test initiatives, and identify trends, opportunities, and best practices moving forward.

As a Digital Product Manager at Jostens, I managed several of Jostens’ digital products and experiences with a specialization in bringing innovative solutions to market with a direct revenue impact. Products and experiences I managed included public and private web sites, portals, and B2B and B2C marketing campaigns to promote the brand, enhance user experiences, and drive sales.As a Digital Product Manager, I was responsible for:1. Developing and maintaining a thorough understanding of the technical, user experience, business, and competitive landscape for my assigned online products.2. Managing total product performance (including traffic & usage, user satisfaction, and business and financial value) through tools including Google Analytics. Collaborating with partners across the organization to help guide investment decisions based on product performance and value. 3. Understanding the needs and behaviors of end users of our digital products. Interacting with user communities through a variety of channels, including surveys, formal usability tests, online discussion boards and portals, multimedia presentations, social media, and face-to-face interactions. I used these channels to gather insights to guide product decisions and to communicate product capabilities and successes. 4. Identifying rich opportunities to develop new or improve existing online products and features.5. Employing a rigorous approach to prioritizing online product needs based on user research, marketing insights, competitive intelligence, business needs, and trends in online technology and user experience.6. Analyzing competitors’ online products and communicate competitive threats and opportunities to the organization7. Contributing to software development processes as a product owner in product planning and development cycles. Working with other technology professionals to prioritize features, refine requirements, and design solutions based on user need and business impact.

As Senior Marketing Analyst, I was responsible for all yearbook pricing programs, marketing and sales analytics, support of new initiatives, and sales training. Pricing Programs - Yearbook pricing is a key component in growing the yearbook business. My role was responsible for maintaining and evolving our yearbook pricing programs to drive pricing simplification and top line revenue optimization. Marketing and Sales Analytics - Yearbook Copies and Net Account Growth are the two key metrics that drive the yearbook business. As the Senior Marketing Analyst, I was responsible for providing insights on the performance of these metrics to the yearbook leadership team. New Initiative Support - Jostens Memory Book team continually brings innovative solutions to our customers. My role fulfilled a key role on the teams that bring new initiatives to market, including modeling the business opportunity, quantifying the costs and benefits, presenting to leadership, project management, and creative consultation.

As the Database Marketing Coordinator for the Minnesota Timberwolves, I was responsible for end-to-end lead process generation and marketing email communications.Leads were processed and integrated with our organization through Microsoft CRM, and I used the CRM platform daily to bring efficiency into the sales process.I also developed automated marketing programs and executed email marketing communications through Eloqua, a marketing automation platform. I regularly wrote HTML coding to construct our email communications, and I leveraged consumer data to build innovative and automated marketing programs to drive sales and increase our sale conversion rates.