I lead an internal team of 20+ supported by agency teams responsible for the media strategy and optimization for TJX’s two largest ecomm brands (T.J.Maxx & Marshalls). I lead drive to site channels (including SEO, email, affiliate, search, shopping, social, and video) driving visits contributing >$500M revenue annually.I also lead cross brand strategic areas of focus including email, measurement, and martech. Key projects that I have led include in-housing performance media and building an in-house optimization focused team. I also led a multi-year ESP migration with responsibilities spanning a global RFI, contract negotiations, project management and platform utilization in email and across channels.

I led Liberty's fully in-house digital media buying and analytics team of 25+ employees. I managed the media strategy spanning both upper funnel brand tactics (CTV, social, display, online video) and lower funnel acquisition (paid search, aggregators, affiliates). I executed buying and optimization, future proofed marketing technology, and evolved the advanced analytics and measurement capabilities to gain new insights and advantages. Results included growing media spend by >150% to >$250M while improving efficiencies by >15% and driving over 500K sales annually, driving strong UA improvements, and reducing tech/data/partner fees by over $20M through innovative solutions.

I created and led the 25+ person digital analytics team during an Agile transformation reporting to the Chief Digital Officer. I developed Agile processes and provided analytics insights to 35+ agile squads spanning prospect (including SEO), customer acquisition (>300% growth and 500K sales), and customer (>200% growth, >70% adoption, 20M+ log ins). I led the development of analytics implementation processes, the digital and omni-channel data strategy, reporting, and financial planning. I created an optimization focused culture with strong in-market optimization processes and execution.

I developed the digital and omni channel customer acquisition strategy, managed roadmaps, and prioritized/managed backlogs. I led the squads to execute complex projects (~$15M in squad resources annually) in a highly cross channel and cross functional environment My strategy, execution, and constant optimization focus yielded strong results including improving efficiencies >40% and delivering $300M in sales annually.

I led the Competitive Intelligence team responsible for providing strategic insights to the Chief Product Officer. Also led vendor expense management initiatives and a wide variety of projects (ex. data accuracy review, omni channel roadmap) from ideation through implementation.

I designed and executed complex analysis to identify and implement new pricing and segmentation strategies. Analysis spanned acquisition cost, conversion, profitability, retention, and LTV.

I analyzed market conditions in select geographic areas and developed strategies for driving profitable growth then led the rating filing and implementation process.