I joined JLG® to help the company make a profound change in their approach to digital marketing. My past experiences of driving digital change in both small and large organizations matched well with a traditional manufacturer poised to enter digital marketplaces and reach new customer groups. Having spent time in marketing organizations as well as at an agency and as a consultant, I have a well-rounded approach to internal stakeholders and vendor management alike – with the central goal being to create experiences that make it easy for our customers to do business with us. My main areas of responsibility include: • Developing and managing the ecommerce/digital strategy for a $200 million+ aftermarket parts web site with a portfolio of >100,000 SKUS. • Creating growth-oriented strategies and roadmaps for SEO, paid search, email & SMS marketing, online advertising, UX/UI optimization, content development, social media marketing and new customer acquisition.• Establishing a new Google Analytics strategy to evaluate the success of each marketing initiative and tie these results back to revenue as well as using this data to drive future site optimization. • Managing vendor and agency relationships, with a focused approach to budget management and work scopes.• Building strong cross-functional relationships vertically and horizontally to ensure quality work is accomplished in a timely fashion.• Closely aligning with the executive management teams on the aftermarket sales and business objectives through frequent, meaningful communication. • Developing marketing strategies for additional aftermarket offerings including our world-class Safety Training group, connected solutions (telematics), financial services, support for our parts sales organization. • Managing junior staff with mentorship and focused training on marketing competencies to support our aftermarket marketing goals.

My responsibilities include developing and implementing comprehensive marketing strategies for the Dulles Glass family of brands. Dulles Glass is an industry leader in custom glass shower enclosures and online marketing and sales of custom glass for home and business settings. I planned and managed a custom glass ecommerce site, lead-generation sites for businesses in the Washington, DC region, and several other sites in the portfolio. My marketing approach and experience includes:• Developing B2B and B2C marketing strategies based on market and consumer intelligence, competitor research, targeting business performance goals and objectives. • Communicating effectively and economically to targeted B2B and B2C customer segments, growing each audience and addressing their needs and goals. • Instituting an omni-channel marketing approach, including but not limited to online user experience/usability, organic SEO, paid search, online advertising, lead generation, social media, email marketing, content generation, and traditional marketing (merchandising, sales training, print, product sponsorships, radio, TV and direct mail). • Optimizing marketing channels, resulting in substantial, measurable growth in lead generation, conversion rates, social media engagement, and sales revenue. • Establishing an analytics discipline to measure program performance, enable funnel optimization, create competitive advantages and position Dulles Glass as the industry leader.

I spent an invigorating five years providing digital marketing expertise, social media consulting, user experience strategy, and digital growth for home improvement companies in the DC Metro region.

• Leading the team that set user experience strategy and goals to align with revenue-producing business objectives.• Managing core functional areas/personnel including visual and UI/UX design, usability, email marketing, lead generation, social media, copywriting, content management, and offshore Web analytics. • Managing the technology and staff augmentation budget.• Creating and managing a global online brand style guide.• Optimizing site designs and usability to maximize key conversion metrics and enhancing the online experience.• Managing and conducting usability testing for B2B and B2C Web properties.• Managing vendor selection/implementation for key technologies such as ecommerce engines, social monitoring tools, offshore staff augmentation, and marketing automation.

• Setting strategy for usability and user experience site improvements.• Planning and executing large Web improvement initiatives for commercial and residential Web sites, including mobile sites, portals, and eCommerce sites.• Developing information architecture and user interface for global Web sites.• Managing usability/user experience budget including technology purchases and off-shore resources.

Responsible for:• Managed interactive marketing initiatives across consumer-facing web properties• Created wireframes, use case studies, user flows, personas, success measurement planning, content creation, and test plans• Global email marketing initiatives for 5 US lines of business and business in Europe, the Pacific Rim and Latin America• Planned and executed 300+ email campaigns world-wide• Managed RFP for email marketing vendor selection; managed vendor relations and budget• Created corporate dashboard for reporting conversion and measuring success

• Managed a team of graphic designers, information designers, online and offline copywriters for a new agency interactive division. • Strategic alignment planning for ecommerce, Web, and multimedia applications.• Led specific new business initiatives focused on growing interactive capabilities within the agency.• Participated in the planning and execution of 40+ Web sites.