Establish the Go-To-Market Strategy for a pure ecommerce solution, entering markets without physical stores, including Florida. Coordinate demand generation and Marketing activities with the times and places that meet profitability KPIs. Provide direction to Digital Experience and Digital Merchandising Teams to drive key selling activities and to meet target audience needs. Forecast business demand. Supervise Local Activation Team for all Kroger Ocado locations. < Achieve world-class customer acquisition growth through coordination with Marketing team, developing local partnerships and direct consumer engagement opportunities. Ensure a consistently thorough understanding of target audiences and ensure focus on customers at the center of operational, assortment and selling considerations. Make and socialize data-driven decisions,< Improve business profitability by coordinating with the Pricing, Promotions and Finance teams. Collaborate closely with Operations, Transportation and Planning teams, encouraging and advocating for continuous improvement. Determine where to make service available.< Realize 72% period-over-period customer retention by driving subscriber enrollments and renewals using multiple channels and programs including win-back, best customer offers and membership program.

Drove substantial growth by generating detailed, data-driven marketing strategies. Defined target audience, campaign calendar, and key objectives for critical marketing plans for the nation’s largest supermarket chain. Gathered data from customers, competitors, social media, marketing campaigns, experiential activities and business intelligence (BI). Included acquisition, retention and subscriber programs. Supervised Strategic Planner. < Enabled short-term sales lifts and enhanced long-term brand building by strategizing broadcast media, performance marketing channels, traditional direct channels, in-store customer experiences (CX), digital, affiliate, SEO, SMS and experiential activations.< Improved visibility, internal client satisfaction, cost estimation, and data-driven decision making by creating ‘Test and Learn’ protocol. Formalized process for prioritizing and executing tests in collaboration with data scientists. < Aligned teams around customer solutions after defining target audiences and customer segments. Thoroughly researched consumer insights and behaviors to develop high-impact messaging/narratives. Major projects included Zero Hunger, Zero Waste (Kroger’s) Corporate Social Responsibility program, Delivery Savings Pass (Kroger’s initial subscriber program), Home Delivery, and various DE&I events.< Established the Marketing Strategy and executed the plan that launched Kroger’s first new market entry in decades. Florida’s direct-to-consumer delivery business has grown faster than any other Ocado business in the world in its first two years from zero customers to hundreds of thousands.

I differentiated KPF while establishing the organizational vision and key metrics/priorities. I grew and innovated within the product suite to better serve customers and pioneered a new marketing communications plan. While building a culture of accountability and empowerment, I directed Senior Product Managers to the run business line of financial products that generated nearly $100 million in revenue. I led my team to sponsor product development, champion infrastructure projects, and direct strategic marketing initiatives. DELIVERED RESULTS:► Turning around a business suffering from 8 years in decline while boosting revenue 64%.►Established the first digital experience for Money Services, advancing customer-facing solutions through ecommerce interface. Used extensive analytics, ideation sessions and agile development to design from-scratch B2C UX. Built OKRs around desired outcomes and anticipated problems. Mapped the customer across channels to reveal pain-points and business opportunities.►Created holistic solution that met customer needs. Set up complex user interface (UI) that facilitated all transactions. Ensured full adherence to business rules and APIs. Implemented user research & usability testing. Led design thinking sessions. ► Increasing revenue-per-transaction and strengthening supplier relationships while expertly managing multimillion-dollar/multi-year contract negotiations.► Consistently achieving 12%-18% ROI, boosting loyalty card capture rates 500%+, and keeping pace with stiff competition.► Improving associate engagement scores from 35% to 72% within 3 years. Maximizing staff retention and changing the culture by championing innovation, accountability, fun, and core values.AWARDS: • Excellence Award for Net Profit Growth; Kroger Personal Finance, 2016• Top Women in Grocery – Rising Star Award; Progressive Grocer, 2013• Top Women in Grocery – Rising Star Nominee; Progressive Grocer, 2012 and 2013

I formed partnerships across the bank and the retailer for Kroger Personal Finance as a dedicated customer advocate and the first American hired for this joint venture. In order to determine how this new business listened to, served, and interacted with customers, I leveraged qualitative and quantitative research, and worked with market research partners to understand customer needs and experiences. While doing so, I led a large cross-functional team.DELIVERED RESULTS:► Opening Kroger’s first in-store destination for money and financial services. Creating job descriptions, policies, procedures, and budgets. Overseeing space design and display plans.► Improving call center engagement with customers by raising the bar for service excellence. Introducing incentive programs, quality standards, and service procedures. Significantly increasing customer satisfaction scores.► Generating incremental revenue by instituting partnership programs. Opening cross-selling opportunities through call center and direct mail campaigns by sourcing new partner products.Award: • How Can I Help You Award from RBS Group in 2008; Trip to Monaco

I built this position from scratch to develop and ensure flawless execution of all communications to existing cardholders. I developed the credit card product from its beginning including customer messages, terms & conditions, rewards program, customer support. While doing so, I maintained 100% on-time, on-budget, and accurate delivery of all customer communications, including millions of dollars of rewards/checks. DELIVERED RESULTS:► Realizing a 10% lift in card activations, 20% increase in purchases, and 200% boost in balance transfers with direct mail programs.