Managed a $MM global eCommerce business with a focus on delivering omnichannel strategies, new products, marketplace expansion, and payment model innovation to drive revenue growth.Built and led Nitro’s cross-functional growth team to 12x self-serve PLG growth in three yearsTransformed eCommerce business from a perpetual to a subscription revenue model within 6 monthsDirected a comprehensive website acquisition and conversion strategy, optimizing the tech stack to double organic traffic and improve conversion rates by 46%.Led testing and optimization of product and pricing models, new markets, website and cart design Managed a $M performance marketing budget, strategy, and agencies to grow ROAS 59% YoY

Results: • Owned B2B website and online marketing strategies for 12 international domains across 5 languages • Built and managed a cross-functional B2B website team of 4 direct and 3 indirect reports• Directed B2B website development and traffic strategies that drove 46% of the total marketing leads• Delivered strategies that increased website visitors by 54% and leads by 2x YOY• Oversaw $100K monthly paid advertising spend and strategy B2B Website Strategy & Development Responsibilities:• Own and manage the B2B Web channel to relevant success metrics and goals.• Project manage creation of web pages through Wordpress / HTML.• Strategically own all website changes: determine scope, use data to make decisions, project management beginning to end.• Drive and project manage building of new web products and features partnering with engineering.• Help drive long-term Web strategy by balancing brand direction, design trends, technology, team bandwidth and stakeholder needs.• Support internal offer stakeholders to translate business requirements into user-centric designs.• Be gatekeeper and champion owner on the B2B web presence: prioritize and de-prioritize projects based on necessary workload, team bandwidth, and ROI.• Build and maintain a relationship with designers, copywriters, and developers to ensure that Web projects are implemented on schedule.• Monitor, assess, and report on website performance.B2B Online Marketing Responsibilities: • Develop and manage paid and organic traffic strategies. • Oversee CPL and paid advertising programs to ensure positive ROAS and decrease in CPA. • Team with in-house SEO strategist to drive and implement timely, critical SEO projects. • Partner with B2C and B2B product team to identify and implement targeted onsite acquisition opportunities.• Perform A/B Testing and optimize accordingly.

• Developed economic and cultural insights while exploring 12 countries during eight months of travel• Designed and authored travel adventure blog: http://badbackpackers.blogspot.com

Go to Market: • Led go-to-market and positioning strategy for POS product that reached 300% of adoption goal• Launched B2B e-commerce product marketing strategy in NZ that hit 220% of acquisition goal• Owned mobile payment in-app and user engagement strategies that drove a 30% transaction rateChannel & revenue: Ran multi-channel retention strategies to help drive a 10% conversion rate and ~$1.7M in revenueProduct Engagement: Innovated product assets and customer lifecycle strategies that increased user engagement by 138% Data Analysis: • Analyzed renewal & engagement drivers to optimize CLC strategy across multiple product initiatives that drove 70% of users who opened any CLC eDM to renew• Provided internal marketing strategy consulting and data analysis for cash cow products and clientsPeople leadership and management:• Managed strategic co-marketing partner relationships with Google, PayPal, and Westpac NZ • Initiated and led the MYOB Marketeers Club, a monthly meeting designed to foster communication and creativity among the MYOB Marketer community to drive MYOB’s results.• Instigated a cross-divisional working group developed to analyse and create a single multi-product MYOB customer lifecycle.• Managed Service Analyst team member, setting and mentoring her towards reporting and customer communication objectives.

• Project managed consumer/business banking website redesign, rebrand, UX, CMS, and strategy • Analyzed and implemented SEM strategies to improve CTA by 2% and CPA by 65%• Built and applied content strategies that grew online communities by 19-25% at a 6% conversion rate

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• Conducted and evaluated market and sensitivity analysis to create branding and positioning strategy • Proposed and implemented SEO strategies to achieve first page web search engine ranking• Designed and recommended an online marketing strategy to increase annual unique visitors by 185%

• Managed and developed strategic Google AdWords accounts worth $1M to meet advertisers’ goals• Optimized and executed Google AdWords advertising campaigns that increased revenue by $350K• Led and advised team on business development strategy for a $2 billion book of business• Piloted and consulted on new AdWords project initiative with AdWords senior management• Initiated and directed seven person team to create a team film for AdWords International Offices

• Acquired new and maintained 250 existing multinational corporate accounts that doubled company’s net income • Utilized direct marketing, client management, and customer services skills to increase participants in technical training courses and fulfill outsourced documentation requirements• Restructured and launched international website (www.e-edge.com)• Coordinated and lead tutorial for Independent Global Trade Project using business plan composition experience

• Composed weekly email blasts and press releases• Orchestrated press interviews and promotional contests for both Broadway shows and Contemporary Christian • Analyzed and prepared consumer buying behavior reports based on 1500 surveys that determined future integrated marketing communication strategies