Falcon Design Studios offers expert logo and apparel design, partners with non-profits to generate passive income, and delivers seamless website and user experience solutions that elevate brands and drive impact. Learn more at www.falcondesignstudios.com.

Owned the website and user experience strategy by employing problem-solving skills, subject matter expertise, and best practices, which improved the customer experience, increased B2C applications, and drove incremental B2B leads.Key Accomplishments:Developed and executed a comprehensive B2C and B2B digital strategy that increased consumer applications by approximately 30% YOY and B2B leads (MQLs) by 275% YOY.Directed and managed a team of 7 direct reports responsible for development, copywriting, graphic design, SEO, email marketing, and user experience.Implemented a team mindset that provided two phases for many projects: Quick, near-term fixes that were tied to long-term, more time-consuming development solutions; and Capital-level projects that required funding, staffing, and long-term development solutions.Built and fostered a network of relationships to enable the UX and website strategy and vision, in order to provide students with the best possible online experience.

Created and implemented the organization’s first ancillary-first strategy across digital and non-digital channels, resulting in more than $50M in incremental revenue annually.Key Accomplishments:Grew share of $2 billion direct digital business to over 40% of total company revenue in Americas region by executing a successful digital transformation strategy, focusing on incremental conversion improvements gathered through successful test and learn efforts.Rewrote all website ancillary product copy, increasing take-rates from 2% to 15%, and within two weeks, the two closest business competitors had cloned this language.Led the marketing team on several company-wide projects including a complete overhaul of the online ancillary language; introducing online ancillary bundles; the introduction of products like Split My Bill, Curbside Pick-up, Expedited Drop-off, and QuickPass; and a complete redesign of features within the Avis Mobile App.

eCommerce leader responsible for implementing the day-to-day North American strategy for eight brands while maximizing revenue and conversion. Also led the organization's partnership with RoomKey.com, which focused on driving consumers to book directly.Key Accomplishments:Created and executed the Digital Release Schedule and related process, establishing clear deadlines and expectations for all key stakeholders involved in publishing content or campaigns on the brand websites.Designed, developed, and implemented comprehensive Digital Brand Marketing reporting dashboards using Microsoft Excel’s plugin for Adobe Analytics, alongside data from MicroStrategy, to provide a holistic view of campaign and rate plan performances across all brand websites.Designed, produced, and distributed a monthly competitive analysis newsletter offering side-by-side comparisons of Wyndham Hotel Group brands to it’s competitors in areas such as Credit Card Marketing, Mobile App development, and Display Retargeting.

Led eCommerce efforts by developing the complete product marketing strategy and online promotional calendar, while also overseeing the Customer Care and Sample Departments. Developed and designed new products, retail packaging, retail merchandising displays, and product catalogs.Key Accomplishments:Designed and created a 29-page eCommerce Report that was distributed to company senior leadership each month and used in key inventory decisions including purchasing and expanding product SKUs. Implemented new processes and technology that streamlined the order processing time and saved the company more than $100,000 per year in salary and technology costs. Aggregated the company's entire 7-year history of online purchases and created a holistic view that allowed leadership to easily understand seasonality and key consumer demand periods.