• Direct a team of three accountable for strategic pricing and growth of National Geographic’s Direct to Consumer product portfolio, leveraging deep data analytics to build roadmaps to enhance profitability using a sustainable approach.• Reduced new account acquisition costs by 53% (from $15 to $8 per customer) through a shift in promotional strategy.• Championed a shift in marketing and sales priorities toward ecommerce, increasing digital sales by 500% via data-driven investments, high-impact cross-channel campaigns including paid search, social media, and email marketing.• Led forecasting efforts to identify expected value of a new website, National Geographic Espanol, reviewing market size, pricing, startup investment, and profits. Built a pathway to 25% profitability growth leading to project approval.• Performed a cost-benefit analysis of removing the paywall from travel content to extend audience reach and improve marketing sales, targeting international tourism bureaus from around the world as key accounts. • Integrated replacement cost analysis into Disney’s high-level business strategy, successfully advocating for retention of customers as a top priority to maintain minimal expenses in securing new customers to hit revenue targets. • Develop ROI analysis of global multi-channel promotional venues which include ecommerce, retail and print.• Create and maintain complex circulation, revenue and COGS models based on historical data from new acquisition channels, renewal promotions and agent programs globally for digital and print products.• Build Lifetime Value models for products and customer segments, which incorporate advertising, cross-sells and secondary product consumption for DTC products globally. Integrated these results into all high-level planning.

• Increased circulation for “NGS’s Kids” magazine from 700K to 1.3M over 5 years via data driven growth strategies touching on dynamic marketing campaigns, strategic pricing, audience segmentation, and other useful analytics.• Spearheaded the launch of “Little Kids” magazine, capitalizing on a new audience segment, leading all business facets of the publication, turning a $1M investment into a $2.5M profit in 3 years, growing audience to over 350K subscribers.• Directed business and marketing operations to support the successful launch of the first-ever NG Digital Media App.• Partnered with senior leadership to reassess the promotion of National Geographic as a whole, emphasizing customer loyalty and lifetime customer value as core tenants of financial planning and analysis to drive sustainable growth.• Introduced a “Book Bundle” reading program alongside “Little Kids” magazine, pairing the magazine with a monthly book subscription/reading program. This generated a 25% increase in profitability for the publication.• Directed daily operations for a team of 4-5 employees accountable for business analytics, marketing, and other areas, leveraging a developmental and relationship-oriented approach to leadership to facilitate their continuous growth.• Streamlined all reporting and analytics efforts through the development of data-assessment templates resulting in a standardized approach to analysis across the organization which yielded much improved analytical decision-making.• Advised senior leadership and marketing teams on data-driven promotional strategies, optimal price points, and internal expense management to ensure consistent acquisition of profitability and revenue targets year-over-year.

• Introduced the concept of “introductory pricing” to NGS, leveraging a detailed financial forecast to secure approval from the Board of Directors. This new promotion yielded a 200% increase in new accounts and a 50% growth in annual revenue.• Partnered directly with the VP of Ecommerce to increase website orders by 300% through the introduction of data-driven digital marketing campaigns, touching on paid search, SEO, email, display ads, website marketing, and more.• Managed 7 direct mail campaigns annually for National Geographic new special membership promotions utilizing database marketing and DART modeling to optimize performance and ROI.

I offered organizational Management, Strategic Planning and Membership Development services through my consulting company. Created marketing plans for product launches and revitalization of existing direct to consumer products.

1. Lead teams of retention and planning staff in the development and execution of new and renewal promotions and the circulation management of the publications. 2. Lead the creation of all annual operating plans, quarterly forecasts and strategic plans for NWF’s core membership “National Wildlife” as well as Ranger Rick and Rick Junior publications.3. Integrated donation solicitation programs into membership renewal promotions.

1. Build and maintain circulation models of Disney Adventure and Discover magazines.2. Create promotional ROI analysis for inserts and cross promotions.