Lead digital customer experience, digital transformation and growth marketing:Loyalty – designed, developed and launched IHOP’s first loyalty program: The International Bank of Pancakes CRM and DTC Marketing – lead CRM and personalized Email and Push marketing programsPerformance Marketing – lead always-on performance marketing. Driving lower funnel transactions through performance digital marketing, SEM, SEO.Off-Premise and Ecommerce – lead Off-Premise strategy, marketing and experience. Redesigned and relaunched IHOP.com and IHOP App. Martech – designed, purchased and implemented a leading martech stack to support loyalty, CRM and digital ordering.

Head of Marketing, leading brand, creative, digital media, PR, email, social, catalog, and direct mail. Initiated digital transformation, implementing modern CRM, email service provider, website, SEM and digital marketing programs. Developed new brand identity to convey company’s aspirations as a modern, client-centric auction house.

Designed McDonald’s Global CRM strategy and led cross-functional team including Marketing, Digital, Technology, Creative and Operations, responsible to C-suite stakeholders across 10+ international markets. Developed global technology roadmap to modernize McDonald’s CRM and analytic infrastructure, including complete rebuild of customer data environment. Completed 4 global RFPs for $10MM - $50MM technology contracts. Completed detailed design of global MyMcDonalds Rewards loyalty program focused on driving customer identification, digital adoption and improved lifetime value of McDonalds core customers.

Designed, built, implemented and lead 6MM member Eddie Bauer Adventure Rewards loyalty program; aligned rewards structure with business objectives. Lead growth of daily email program through optimized sends, segmentation and personalization. Lead gift card and private-label credit card programs.

Developed personalized marketing program for +6MM active member loyalty program. Responsible for direct to customer marketing, including email, SMS, MMS, and App Push Notification. Lead personalized marketing team of 10 FTE and 12 person off-shore analytics team, along with ESP vendor, Mobile Messaging vendor and 2 management consulting teams. Managed $20MM budget.

Responsible for deploying and managing a unified Voice of the Customer program for more than 25K Starbucks locations across 15 countries. Developed and secured capital for a complete overhaul of comprehensive field reporting. Lead analytics team of 3 FTE + 6 Vendor staff who analyzed VOC data and call center data.

Responsible for fundraising, development, marketing and operations of a start-up that provided an online social marketplace for service providers. Lead team of 4 FTE and 5 contractors. Served 4 investors and 4 board members.