Build and execute paid strategy, unlock commercial investment, drive performance and business growth for global Telcom client.

Led client engagements focused on building omnichannel marketing, customer experience design and analytic capabilities. Created strategies that enabled brands to deliver personalized, connected experiences for their customers, clients and employees; identify opportunities for growth and achieve their desired business metrics and return on investment.• Created and implemented CRM, omnichannel and CX strategies, digital product and service design and roadmaps, KPIs, analytics, and performance optimization.• Developed segmentation and persona-based customer journeys for digital product, acquisition and lifecycle marketing automation programs. • Led and conducted research, innovation and experience design workshops that facilitated stakeholder collaboration and alignment on business and customer goals, requirements, organizational frameworks and prioritization of digital/product roadmaps. • Developed, managed and expanded client relationships; built pipeline for new business.

Defined and executed digital marketing, product and channel strategy centered on optimizing customer experience, client acquisition, loyalty and revenue growth. Led evolution of the brand’s digital transformation utilizing Design Thinking and Agile methodologies. Partnered across business, operations and IT leadership to recommend, prioritize and execute the enterprise digital marketing roadmap. Built and led department comprised of digital banking, marketing, creative, social media, and analytic teams; managed agency and vendor relationships, marketing and MarTech budgets.• Led enterprise implementation and CRM integration of Salesforce Marketing Cloud. Set strategic direction, developed taxonomy, UX, design and content strategy for lead gen, ABM,x-sell, lifecycle marketing automation campaigns. Led change management program, aligned KPIs and reporting across LOBs, operations, sales and marketing. • Directed strategy, UX and implementation of nCino digital account opening platform, built on Salesforce CRM & integrated with third party identity verification, funding & online/mobile banking platforms. • Created & launched Valley Direct, the bank's first digital D2C deposit product. Developed product strategy, customer experience, segmentation, branding, digital & affiliate marketing, social media & KPIs. Launched product in test markets outside branch footprint, conducted full-funnel A/B testing, retargeting & optimization, built roadmap for national expansion strategy. • Set vision and led redesign of the bank’s website, Valley.com. Implemented an enterprise CMS, Google Analytics, and third-party tools; developed taxonomy, UX, SEO, content strategy and design guidelines. • Built social media strategy and launched the bank’s presence on LinkedIn, Facebook, and Instagram. Created content strategy, paid and organic campaigns that served as the enterprise platform for thought leadership, corporate culture, recruiting, and client engagement.

Led, built, and executed enterprise-wide global communication strategy for Executive Offices responsible for establishing policies, standards, governance framework and training for the management of data, privacy and information across Citi. Launched a data management policy across the enterprise, created communication strategy to 250K+ employees, regulators, and governing institutions. Developed Citi’s Big Data communication strategy and launched the Data Innovation Office, which served as an environment for agile product and service development leveraging structured and unstructured data, and spearheaded new growth opportunities in CRM and FinTech.

Led the planning, creation, and analysis of digital marketing, advertising, and media for Citi’s Consumer business; created new product development strategies centered on the end-to-end customer experience.

Drove cards marketing and advertising programs designed to maximize effectiveness and integration across marketing channels, drive acquisition, consumer engagement and brand loyalty.

Led cross-functional teams in the development of integrated brand, advertising and digital campaigns. Primary relationship owner between client and agency, responsible for managing and growing client accounts, developing strategy, partnerships and new business. Led client relationships for PwC, Bear Stearns, Schering-Plough (now Merck/ MSD), Pitney Bowes, Fordham Business School, and Hunter Douglas.