Led all ecommerce related marketing for this DTC, late-stage startup. Multifaceted role with a focus on growth via new customer acquisition and retention of current customers. Including optimization of paid media, content development, brand direction, creative concepts, management of partnerships and any customer facing experiences.• Implemented segment based, non-linear, sales funnels that aligned all marketing channels to amplify the impact of every dollar and increased sales by 240%• Created more personalized educational and repurchase related customer messaging, resulting in a 300% increase in retention rates• Quickly adjusted messaging strategy during early days of the pandemic and increased sales 25% while cutting CPA by 30%• Shifted a portion of paid media budgets to conversion rate optimization (CRO) and video asset creation and saw a 50% better CPA within two months of launch• Introduced the use of on-demand customer segment insights to test potential messaging and product development direction which cut testing costs by 70% and sped up time to market by 25%• Developed annual, quarterly, monthly and weekly KPI goals and dashboards to track beyond just revenue, to effectively understand the value of all growth efforts• Revamped forecasting process to truly understand the impact of owned, earned and paid efforts; resulting in a significant improvement in data accuracy and brought clarity to the value of awareness / engagement campaigns• Quarterly Business Reviews created and presented to Board of Directors, outlining last quarter performance and next quarter objectives, strategies, and tactics• Lead weekly business review with Chief Executive Officer, and Finance team (CFO, Controller) to review sales performance and marketing investments• Recommended and oversaw move from a custom ecommerce site to Shopify based on a cost benefit analysis of all ecommerce related vendors and the site’s projected impact on lost sales

Tapped by the executive team to develop a performance marketing team & strategic framework that could go head to head with any other agency / platform and win. The results were proven via a 90-day proof of concept where the client would hand over full management of their paid marketing campaigns. This required my team and I to understand their business and its vertical, audit its current marketing campaigns, develop a bespoke strategy to hit their goals and then deliver on those goals within 90 days. Strategies leveraged CRM, DMP, analytics, CRO, paid search, paid social & programmatic display. ▪ Conceptualized and built a new team that sales could leverage ($1MM+ deal min) to prove out the value of the platform via real world results▪ Developed a 90 day, hands on, proof of concept offering with specific KPI success goals measured by statistically significant testing parameters▪ Won 94% of potential client business and catapulted this new team from zero to $15MM in revenue in just three years based on wins with J&J, Disney, NFL, Barclays, Zappos, Salesforce and more▪ Created bespoke campaign strategies that leveraged Paid Search, Paid Social and Programmatic Display / Video as well as messaging development and CRO recommendations.▪ Instilled a culture of dedication, responsibility, resourcefulness, ingenuity, open discussion and positive feedback ▪ Managed 10+ team members in California, New York & India▪ Advanced initiatives that required cross-matrix buy-in by forging relationships with key internal partners from business development, product marketing, product development and client services ▪ Influenced client decisions at the highest levels including C-Suite Executives, EVP’s, SVP’s, VP’s, etc. by exhibiting subject matter expertise in industry and competitor knowledge. ▪ Nominated and won the 2017 North America Ad Cloud Friend of the Field Award (individual most responsible for Adobe Ad Cloud achieving its revenue goal)

Led the largest performance marketing team for Adobe's digital marketing agency business. Designated head of Social Strategy for North America, fueling larger Adobe Marketing Cloud product adoption via organic growth. Oversaw P&Ls for several high-profile accounts including Adobe’s largest financial and educational clients (Search, Display, and Social). ❆ Successfully standardized new client launch process, centralizing learnings, and streamlining cross-team resources designing, building, and driving adoption of a SharePoint site across regions and business units.❆ Garnered new business as an integral team member in the pitch process for significant new business opportunities addressing social aspects.❆ Member of the Adobe Digital Marketing Steering Committee.❆ Promoted information transparency contributing to the Adobe marketing blog, speaking at industry events including ClickZ NYC and Adobe Summit.❆ Built high-performance teams working in tandem with staff to implement recommendations while concurrently advancing their career growth and knowledge of digital marketing strategies❆ Facilitated the adoption of additional services integrating with other Adobe business units.

Championed client service team growth and development, building a scalable and profitable framework, overseeing daily operations. Galvanized continued growth and optimization of client marketing campaigns. ▪ Optimized the approach to and execution of marketing solutions for clients based on actionable insights and analytics. ▪ Partnered with Google on two separate Adwords case studies▪ Developed a Facebook Case Study with Marin Software▪ Refined client on-boarding strategy and kick-off process▪ Developed companywide processes related to optimization and structure of campaign builds▪ Implemented a project management system based on client profitability▪ Expanded service offerings from primarily Paid Search to include Facebook, LinkedIn, Display, Remarketing, Product Feeds, and Search Engine Optimization.

Led the NY Didit performance marketing team. Overseeing a multi-million dollar book of business which consisted of brands such as ESPN, Deluxe and many others.▪ Managed only team to see organic growth during 2008 recession▪ 92% client retention across B2B & B2C categories▪ Played a key role in the development and launch of a multi-million dollar display product▪ Grew well known B2B company’s media budget from less than $100K to over $800K in one year▪ Revised the internal team structures and roles to improve efficiency and scalability

Developed & Oversaw the Online Marketing Strategy for Days Inn, Super 8 and Howard Johnson Hotels. Worked with each brand to integrate Digital Marketing in to the overall brand marketing plan.

Created and implemented online marketing campaigns for brands such as Citibank, Prudential, Kaplan, Avon and others.