Led global customer engagement strategy for the Expedia Brands portfolio, driving consumer communication strategy, lifecycle, segmentation, testing and personalization across channels. Focused on increasing ROAS, repeat and loyalty, expanding digital strategy in key growth markets and migrating members to new loyalty program - One Key.

Head of customer Lifecycle & Loyalty at Xbox focused on upsell, engagement, monetization, and retention across the customer funnel. Championed personalization, subscription strategy, and omni-channel vision for digital channels globally.SUBSCRIPTION LIFECYCLE MARKETING Led Xbox subscriptions digital lifecycle strategy and global omni-channel programs across email, mobile, and in-product, reducing early churn and increasing engagement. Drove A/B Testing and campaign optimization mechanisms, as well as acquisition strategy for PC gaming audience. MARTECH EVOLUTION, DATA & PERSONALIZATIONTransformed marketing operations and drove MarTech improvements and platform migrations, establishing new digital channels, increasing operational agility, and enabling personalization. Drove the creation of Reporting and Data team, enabling robust analytics, growing personalization capabilities, and connecting data across digital channels. ANALYTICS & EXPERIMENTATIONChampioned and supported Machine Learning and experimentation approach to acquire, upsell and retain users across product lines and subscriptions. CREATIVE TRANSFORMATIONLed email channel redesign efforts to bring brand consistency across programs, leveraging research to better connect with Gen Z and increasing open and engagement rates.LOYALTY PROGRAMOversaw Xbox strategy for Microsoft's cross-brand loyalty rewards program, driving acquisition and engagement initiatives, program strategic improvements and international expansion that increased monthly active users and revenue.PERSONALIZATION AT SCALECo-led creation of a year-in-review experience for Xbox’s 20th anniversary, enabling personalization at scale and in real time to surprise and delight users on their journeys with Xbox's products and ecosystem. Increased online engagement and won Webby Award.

SEGMENTATION, PERSONALIZATION & DIGITAL STRATEGY Led 3-year global strategy plan, bringing brand consistency to digital communications, leveraging analytics for segmentation, implementing test and learn mindset, advocating for personalization, and increasing revenue by 42% while driving 15% more traffic at sonos.com.ENABLED MOBILE CHANNEL & EXPERIMENTATION Led Product, UX and CRM teams to launch in-app messages capabilities, creating new communication channel and driving A/B testing to improve customer engagement and app experience.GLOBAL PRODUCT LAUNCH Launched Sonos Beam in 21 markets worldwide, leading digital communications plan, focusing on upsell and acquisition, and surpassing revenue objectives by 30%.

LAUNCHED LOYALTY PROGRAM Launched Pharmacy Loyalty Program, aligning with C-suite on scope and objectives, overseeing omnichannel customer lifecycle strategy, managing cross-functional team from IT to Marketing, and increasing 10% retention and sales. LEVERAGED ANALYTICS Delivered $40M incremental sales through digital acquisition initiative, using analytics to segment and target customers, aligning content and strategy with customer insights, and earning leadership award.EXPERIMENTATION Developed pricing tests on key Grocery/ Household products to retain high value customers, using analytics to target and deliver personalized omnichannel strategy, improving customers LTV and increasing category sales 20%. CONSUMER ACQUISITION Grew Jewelry business by 10% YoY and increased customers’ base 42% by developing innovative acquisition strategy, leveraging analytics for pricing and promotions, and creating yearly initiatives’ road map.

INCREMENTAL GROWTH Increased Tostitos brand sales 400% by leading go-to-market retail strategy for new products, creating experiential marketing campaign for trial and promotion, and increasing cross-sell. EXPERIENTIAL CAMPAIGNSLed multi-business-unit team for PepsiCo's NFL season campaign, increasing sales by 20%. Led the first marketing plan for Gamesa Crackers Brands across all retail during top season, building a standardized brand positioning and generating incremental sales. LEADERSHIP Led by example, collaboration, and communication, improving team morale, retention, and programs’ success. Awarded incremental marketing budget to execute further marketing programs due to success.

PRODUCT LAUNCH Led launch of greatest product innovation for Lays brand in a decade, managing teams and agencies from Sourcing to Sales, owning budget, creating experiential marketing events and promotional campaign, and surpassing brand awareness and sales targets by 25%, successfully gaining market share in new segment.INNOVATION Created new product that opened a $3.5M opportunity and improved relationship with Walmart, owning P&L, leading cross-functionally, leveraging customer insights to address sales drop and turning into benchmark. MARKETING STRATEGY Pioneered shopper-customized strategies for Lays, pleasing top retailers and consumers while generating $8M incremental revenue.

SEGMENTATIONCreated a new segmentation strategy to improve programs and consumer targeting, mapping $2.3B in opportunities. ONLINE TOOLS DEVELOPMENTLed online sales & marketing tool development, directing internal and external teams and helping generate $8M during the first quarter of launch. STRATEGIC CAMPAIGN Generated $3.5M sales in new business by leading Green IT campaign and marketing programs that positioned Dell as a trendsetter with key global customers and improved the relationship with them. CUSTOMER ACQUISITION Managed demand-generation online and offline programs, encouraging consumer acquisition, delivering positive ROI and ensuring Intel, AMD and Microsoft continuous partners’ funding.

ANALYTICS & MODELINGInitiated and led cross-functional team to deliver a state-of-the-art ROI model to measure marketing programs performance, identifying revenue boosters and developing plan to secure more than $13M on incremental revenue.ONLINE TOOLSLed online training program to support the launch of the most important upgrade for Latitude Notebooks in 5 years, supporting the entire sales team key upgrade insights and sales pitches to generate sales.

BRAND RE-POSITIONING Led Pantene brand re positioning campaign, defining retail and communication strategy, managing cross-functional teams and agencies, increasing brand awareness and generating incremental sales of 28% YoY.MULTIBRAND CAMPAIGNS Developed marketing promotional plans and experiential campaigns for Tide, Pantene, Head & Shoulders, and Charmin, leveraging insights to execute trial & promotions, and increasing brand awareness and sales by 30%. BRAND PARTNERSLed cross-brand promotion between Tide and McDonalds, targeting young families, creating successful emotional connections to the brands, and increasing sales by 28%.Developed Tide retail program and started customer database for the laundry category, leveraging preferences for future cross-marketing opportunities and resulting in incremental sales of 30%.