• Responsible for the creative direction and A/B testing for the Michaels Dynamic Email program that accounted for over 40 million sends per month• Executed marketing plan to acquire new email customers which drove active emails from 6M to14M in less than two years• Assisted with development and ongoing compliance for multiplatform media promotion, including email, SMS and social media• Manage the MichaelsRewards™ loyalty program, including strategy development, store training, marketing materials, vendor partnerships, and oversight of the program’s rollout to over 700 Michaels Stores• Directed $2 million annual budget for loyalty program, forecasting and reconciling on monthly basis• Coordinated cross-departmental teams including IT, Customer Care, Store Operations and Legal departments to execute loyalty program strategy, deliver system enhancements related to POS, Loyalty Program microsite and MichaelsRewards™

• Planned, executed and provided post-analysis of all In-Store Events for over 1,100 Michaels Stores in US and Canada • Developed and managed the 2009 summer program Passport to Fun that generated $1.2 million in sales with over 200,000 in attendance • Worked closely with venders and category marketing to design events that promote new products, provide consumer education, increase sales and reinforce branding strategy • Coordinated with fulfillment center to package and distribute all event materials from DCs and venders to store delivery • Served as the day-to-day lead for cross-functional teams with Store Operations, IT and other departments for special requests related to events, fulfillment, and performance reporting • Assisted with the organization Michaels volunteers and projects designed for bimonthly crafting at Cooks Children’s Hospital