Earning my undergraduate degree in anthropology and psychology, I have always been deeply interested in human behavior. I launched my career performing in-depth qualitative research to optimize the customer experience, and continued my journey focused on applying data to drive digital marketing decision-making and achieve customer acquisition and retention objectives.For the first few years of my career, I designed and executed research projects, conducted digital analytics, and identified emerging opportunities to drive customer acquisition and audience development. Working with diverse organizations, I gained extensive experience analyzing in-store and digital customer behaviors, championing voice of the customer initiatives, and performing the quantitative and qualitative deep-dives to shape go-to-market strategies. Moving more heavily into SEO strategy and SEM campaigns, I played an instrumental role in launching affiliate services across 25 markets, providing automotive dealers with the insights and data to drive engagement and conversion.In 2013, I became the Manager, Online Conversion & Strategy for TXU Energy which, in 2018, rebranded to become Vistra Energy as part of its acquisition-driven growth strategy when I assumed the Senior Manager, Digital Marketing role. In these past 7+ years, I have led a cross-functional team in improving customer conversion across digital platforms spanning 10 brands and 15 states. Key results have included the following:➥ Increasing conversion to points on desktop to reach 14%+;➥ Elevating mobile to drive 52% of total sales, a 43-point gain from 7 years prior;➥ Delivering exclusive digital channel sales increases with an 82% improvement between 2016 and 2021;➥ Shaping the CX and UX / UI through ongoing data analysis, multivariate testing, and conversion initiatives.In addition to a wealth of experience, I have focused on continued professional development, completing Conversion Rate Optimization training and certification, becoming a Certified Scrum Product Owner, and completing Human Factors International’s Certified Usability Analyst program. With that initial attraction to engage in a career studying human behavior, my experiences have allowed me to drive innovative customer experiences, differentiate offerings through digital programs, and provide organizations with the insights to fuel leading advancements in digital marketing.