- Manage all digital marketing and martech customer facing initiatives for the brand including website, CRM, Email, paid performance media and social media. - Developed new website and optimized the online purchasing journey to improve the booking experience, resulting in increased sales and revenue.- Work cross-functionally to forecast and define future growth of the business. Defined a better user experience for the website resulting in fewer clicks to purchase and decreased cart abandonment. - Developed a more robust CRM platform with automated drip and trigger campaigns as well as more targeted segmented communications that have improved performance and click-thru rates with a data first approach. - Sourced and onboarded new agency partners that will carry the brand through the next phase of growth.

- Led cross-functional teams to complete more than 25 profitable, traffic-driving promotional campaigns worth approximately $350M, including digital, email, social, IT, culinary, operations and finance to implement.- Managed third-party agencies to execute digital marketing campaign strategies and promote content through paid digital media, paid search, video and global social media.- Developed strategic omnichannel marketing promotions annually, targeting acquisition and retention online and in-restaurant visits.

- Improved the brand’s digital presence by developing, directing and launching strategic initiative that included targeted digital media advertising, paid SEM and SEO, email campaigns, website content and social media.- Decreased website bounce rates by 20% and increased conversions by managing cross-functional teams to launch an improved ecommerce website. - Improved email open rates by 10% through personalization, CRM targeting, A/B testing and cleansing.- Strategized, planned and executed omni-channel roadmap and marketing calendar showcasing traffic driving offers to support more than 45 locations. Partnered with B2B sales teams to increase lead generation sales. - Improved social media presence through strategic process improvements, targeted messaging, partnering with influencers and enhanced organic posts that drove higher engagements.- Developed financial/budget forecasts for $2.5M budget; managed and sourced external agencies and vendors.

- Product manage/owner of multi-million dollar digital customer facing Ecommerce platforms for web, mobile app and self-service kiosk.- Increased conversion rates by 20% with new website launch in U.S. and Canada; led cross functional teams through customer surveys, user stories, prioritizations, wire frames, design, UAT and implementation.- Increased mobile app usage by 75% by redesigning, updating and launching user experience and functionality for both iOS and Android.- Saved over $400K annually by planning and building new Ecommerce team, transitioning workload from external agencies to in-house. Implemented new processes to improve efficiency. - Developed annual strategic digital roadmap for web, mobile app and kiosk user improvements, while maintaining progress on defect backlog. Developed regular digital reporting using Google Analytics.

- Generated more than $500M annual revenue by planning and directing digital omni-channel marketing campaigns supporting $4.7B retailer with approximately 1100 stores in the U.S. and Canada.- Managed $48M media budget to include targeted display, programmatic and search plans that drove online and offline conversions.- Generated $50M in incremental sales with launch of new Ecommerce site from the ground up using Demandware; developed the team to load the full online assortment, A/B tested for better online conversions.- Launched and managed Michaels first mobile marketing program, including mobile apps for iOS and Android, mobile messaging and coupons, resulting in more than 1.5M downloads. - Led 3 direct reports and managed a cross-functional team of 13 for all web content & digital marketing for U.S. Ecommerce, and Canadian English / Canadian French non-Ecommerce websites. - Drove qualified online traffic for higher conversions by launching new online affiliate program, Google product listing ads, PPC, and CSE programs.

- Launched and managed social media for Michaels, identifying best platforms to attract core customers, including Facebook, Twitter, Instagram, YouTube, Pinterest and influential craft blogs.- Managed marketing/PR communications, as well as PR agency, to obtain the maximum number of impressions, including press releases, press kits and pitches for national and local coverage.- Planned, managed and executed brand integrations, including in-store celebrity appearances, TV sponsorships and on-site filming with Ellen DeGeneres, Martha Stewart and Tori Spelling. Directed marketing plans to support each.- Created and implemented Social Advocate Program, engaging influential bloggers that expanded our reach of key programs. Repurposed advocate and user generated content throughout various marketing channels.

- Increased retail sales by 20% through strategic marketing programs partnering with film studios such as Paramount, DreamWorks, Universal, Sony, MGM, Fox, Warner, Disney and Lions Gate.- Partnered with Microsoft, Nintendo and Sony to develop promotions that delivered incremental revenue.- Managed the development and execution of all marketing for the $200M Food & Beverage, $130M Gift Card, Consumer Electronics, $5M Licensed Product and Ethnic Segments lines of businesses.