In this role, I own driving profitable sales through our e-commerce channels as well as driving acquisition of new customers and retention of existing customers through efficient digital marketing channels. I create strategy and plans around budgets to achieve profitability using CMAM (contribution margin after marketing) as well as maximize ROAS through email, SMS, paid and influencers on Facebook, Instagram, Tiktok and other social channels, paid search, affiliate marketing, display, organic search and CTV while also overseeing campaigns run through linear TV, radio and direct mail.I grew DIFF DTC business 70% YoY in 2023 by scaling into Paid Social through influencer content while growing our new customer file by 80% and by leveraging CRM to turn new customers into repeat buyers.Our growth and innovation in the paid social space led to being invited and accepted into the Meta Disruptors program in 2024. I manage a team of 7 FTEs ranging from Directors to Specialists as well as numerous contractors and vendors. Responsibilities Include:Championing a high-performing, positive, team-oriented cultureOverseeing all digital customer acquisition strategies and activities, including Paid Social, Paid Search, Linear & CTV, Streaming, Content Marketing, Affiliate Programs & SEOManaging the digital experience of our owned platforms, including site merchandising, website operations & purchase funnelsCRM strategies that include SMS marketing, Email marketing & Loyalty programsBuilding a high performance, versatile, and agile digital team capable of driving transformational changeDeveloping ecommerce strategies to generate incremental revenue and profits for the brand and drive business profitability by increasing visitors, improving conversion rates, and increasing customer lifetime valueAutomating business reporting / KPIs to ensure progress against brand and retail objectives with more time spend on analysis and less time on gathering the data

As the Head of Global Digital Marketing & eCommerce, I oversee all things digital for 4ocean, including digital acquisition media, the digital user experience across platforms and devices, the ecommerce store P&L, loyalty and engagement programs, and analytics, reporting directly to the CEO.Responsibilities Include:Championing a high-performing, positive, team-oriented cultureOverseeing all digital customer acquisition strategies and activities, including:Linear and Connected TVDigital VideoDigital Audio / Streaming RadioPaid Social AdvertisingSearch / Shopping / Display / Programmatic AdvertisingDigital Partnerships and CollaborationsContent MarketingAffiliate ProgramsSEOManaging the digital experience of our owned platforms, including:Website design, UX / UI for mobile and desktopApp design, UX / UIDigital merchandisingShopping and purchasing experienceDevelop and Implement a robust consumer engagement strategy that includes overseeing:Email marketingSMS marketingCustomer database managementLoyalty programsOrganic social mediaBuilding an insightful and actionable analytics engineCollaborating with other functions including Creative, Brand Marketing, Consumer Experience, Product Development, and Sales to execute cross-functional initiatives in support of company objectivesBuilding a high performance, versatile, and agile digital team capable of driving transformational change for the organization while staying on top of cutting-edge technology trendsManaging and vetting outside partners to drive improvements to our digital experience and ecommerce P&LDeveloping ecommerce plans and programs to generate incremental revenue and profits for the brand and drive business profitability by increasing visitors, improving conversion rates, and increasing customer lifetime valueEstablishing business reporting / KPIs to ensure progress against brand and retail objectives

Helped to drive the Chico's total brand to its first positive comp quarter in 17 quarters! Develop and drive innovative OmniChannel campaigns and initiatives that blend online/offline channels to effectively acquire and retain target customer segments. This role requires a deep understanding of the customer mindset and needs in order to direct seamless integrated marketing programs that drive new customer acquisition and engagement on all platforms.• Develop and execute a cohesive marketing strategy to gain a larger share of the women’s specialty retail sector.• Work closely with agency partners on the purchasing of all online and offline media, including digital broadcast, video, audio, social, print and OOH.• Direct all online and offline marketing programs, including email, paid search, affiliates, display, paid social, mobile, TV, direct mail, print, radio, OOH and co-op partnerships to drive customer engagement and acquisition. Lead and build all digital marketing capabilities.• Partner cross-functionality with all marketing channel leads to determine acquisition and retention initiatives and ensure promotional activities are optimized.• Create and own the planning of annual and seasonal brand messaging, marketing mix and investment allocation. Provide marketing support to cross-functional teams.• Oversee development and execution of a strategically sound, brand-right OmniChannel media plan. Action oriented advertising targeted toward key customer segments that increase brand awareness.• Achieve targeted results and ensure timely and effective execution of marketing tactics and programs.• Development benchmark criteria to measure the efficiency execution of marketing tactics and programs.• Identify, interpret and capitalize on marketing trends.• Prepare and manage annual marketing budgets to optimize spend, drive sales and deliver return on investment through file growth and sales.• Manage and develop a team of direct reports.

As the Director of Marketing, Digital Commerce, I will lead and oversee the development of online marketing strategies and integrated marketing plans for the Brand. These plans will support both long-term growth and immediate-term growth goals. My responsibilities include developing deep consumer insights, creating marketing and positioning strategies, creating concrete marketing plans, and working with cross functional teams to ensure successful execution and delivery against revenue and customer goals.RESPONSIBILITIES:• Lead the development of marketing strategies and plans for the brand - including deep understanding of consumer needs, positioning and messaging evolution, and scalable growth-driving programs • Work with internal partners to align and integrate marketing and promotional activities across all channels (TV, email, display, mobile, etc.)• Publish and communicate a monthly calendar for online marketing events; campaigns (online marketing, social, catalog, etc.), website updates, content management, etc • Work with the internal team to develop and produce promotional material in keeping with brand position • Develop monthly and weekly marketing plans and detailed campaign results presentations • Collaborate closely with cross-functional partners (e.g., Merchandising, creative) as well as Channel Marketing counterparts to ensure that integrated plans deliver on both long-term and immediate-term business objectives • Manage and own delivery against significant revenue and customer goals, providing timely status updates on key drivers and necessary contingencies • Innovate to identify impactful, economically-viable, and scalable new growth drivers• Develop team members to establish strong bench of talent • Generate ideas for improving engagement and satisfaction with the site based on analysis of customer feedback. • Evaluate, critique and contribute to information design and content organization

Selected as one of 14 associates from Sterling Jewelers asked to join parent company Signet Jewelers to lead the successful ecommerce integration efforts from the acquisition of the Zale Corporation to:Design a world-class Signet Omni-Channel ecosystem & strategyDocument the customer experience that Signet will support and what tactics and solutions are neededOutline plan for an enterprise Signet world-class ecosystem including the ecommerce platform, content management, order management, risk/fraud management, payment processing provider, PayPal integration, call center alignment, vendor on-boarding/drop-ship management, MDM (PIM, DAM), session monitoring and tag managementCross-divisional ecommerce P&L, gross margin and EBITDA review and analysisReview e-merchandising strategies and vendors for potential synergiesReview and identify synergies for digital marketing and social media solutions and providers for value creation and efficiency benefits including SEM media spend and keyword strategy, social commerce and social engagement strategies, email service providers, SEO and local search, website personalization, A/B testing strategies, affiliate, mobile web and responsive web design, mobile apps, SMS/MMS, gamification, display providers and ad servers, online chat and social media and social commerce strategiesProvide a cost/benefit analysis and value creation opportunities for the recommended Signet digital ecosystemRecommend an organization design structure to support approved Signet Omni-Channel strategy

Led the digital marketing strategy and tactics for Kay Jewelers, Jared The Galleria of Jewelry and several regional brands P&L and budget responsibilities for a $130M ecommerce business and a 2014 ecommerce budget exceeding $20M Created and owned the Ecommerce Marketing and Merchandising calendar, working with the Ecommerce Merchants and Marketing teams to align products and promotions across all digital channelsBuilt a high-performing digital marketing team from the ground up that grew the contribution of the digital marketing efforts to over 75% of the total ecommerce business in 2013 through the use of Search Engine Optimization, Search Engine Marketing, Email Marketing, Affiliate Marketing, Comparison Shopping Engines, Mobile Marketing, Display/Banner Advertising, Google Catalogs, Re-targeting and Product Ratings and ReviewsBuilt and maintained a relationship with e-merchandising, supply chain, customer care and IT for e-commerce related activitiesGrew and maintained a strategic working relationship with Google aimed at driving large scale innovation through the use of new Google zeitgeist alpha and beta programsPartner with Google and media agency on strategically advertising through the use of digital video, social personalities, games and fantasy sportsIntroduced personalization efforts through the use of our emails and websitesParticipated in VOC focus-groups and consumer satisfaction reviews aimed at driving wholesale website improvement and conversion rate increases through increased usability and navigation

Strategy and management of Search Engine Optimization (SEO), Search Engine Marketing (SEM, PPC, SMS), blogger outreach, blog strategy, blog development and best practices, e-mail marketing, banner advertising, RSS, social media, mobile marketing and video placementResponsible for marketing and communications strategy and management of Timken.com, including usability, site design changes, enhancements and implementationWork with internal business units to create and update content and develop ideas to enhance the interactivity of Timken.comLed initiative for Timken.com end-user usability and web experience testing and research with the goal of enhancing the user experience on Timken.com and driving lead generationLed a team responsible for localization and translations on Timken.com secondary global language sitesResponsible for reaching targeted end-users through social media engagement through Facebook, Twitter, YouTube, LinkedIn and other global social media websites.Responsible for strategy and governance of TimkeNET, our companies intranetLed initiative to build a social computing environment on TimkeNET using Microsoft's SharePoint platformResponsible for web analytics using Google Analytics for Timken.com and other tools for measuring activity on the company intranetWork with business units and communications reps to identify new media opportunities globallyStrategy, support and measurement of online corporate internet campaignTrained content owners on search engine optimization best practicesActed as a Timken.com auditor as we decentralize content management

Lead Relationship Manager and Project Manager for over thirteen IdeaStar clients, including Park Place International, TMW Systems, Neundorfer, Inc., Bearing Distributors International (BDI), Monode Marking, Eagle America, Verishot, VSM Systems, Bil-Jac Dog Foods, and the company's largest client, Technical Consumer Products, Inc.Managed several retail and brand oriented SEM (search engine marketing) campaigns for our clients through Google AdWords, Yahoo Search Marketing, Microsoft Ad Center and Ask Sponsored ListingsManaged several SEO (search engine optimization) campaigns for several clients, with one client ranking #1 for 78 different keywords throughout the four major search engines Google, Yahoo, Bing and AskManagement of a cross-functional on-line marketing team of certified on-line marketing specialistsManaged a successful display marketing (banner ads) campaign with MySpace, Facebook and Care2.com, as well as several smaller sites through the AdBrite network of sitesImplemented e-commerce web sites for several clients, including TCP's SpringLight brand (www.springlightstore.com), Neundorfer (http://store.neundorfer.com), Bowman Lamps (http://www.bowmanlamps.com), West End Lumber (http://www.westendlumber.com) and Power Equipment Warehouse (http://www.powerequipmentwarehouse.com).Implemented and managed a new e-mail marketing system for several clients using the world-class Exact Target e-mail marketing applicationHelped design and run a fully functioning web usability testing lab on-site

Developed and managed various corporate websites, retailer websites, new product micro-sites, and e-commerce sites for hfa's largest client, The Goodyear Tire and Rubber, Co.Developed programs to drive web traffic through SEO, SEM, e-mail marketing programs and social networkingIntegrated several Dunlop Tires web 2.0 initiatives, including Drivers Cup podcasting and video casting, and Dunlop Drivers Seat social networkParticipated in end-user usability testing for several web applications leading to increased conversion and click through ratesManaged Just Tires redesign web site project, including shopping cart application and order trackingDeveloped and managed tire selector and dealer locator applications for Goodyear Tires, Dunlop Tires, Just Tires and Gemini Car Care web sitesUpdated all web sites through Interwoven, Goodyear's global content management system

Developed and managed all of Goodyear's various corporate websites, retailer websites, new product micro-sites, and e-commerce sitesLaunched three e-commerce websites (Just Tires, Goodyear Tires and Dunlop Tires) using two different business models to sell tires online, resulting in enhanced tire margins and sales productivityOrganized and conducted several usability studies leading to increased conversion and click through rates for the Just Tires web site and Goodyear Tires e-commerce web siteSupervised the development of the tire selector application for Goodyear Tires, Dunlop Tires, Gemini Car Care and Just TiresWorked with vendor and brand management team to develop and implement a new dealer locator application for over 4,500 company-owned and independent retailers across Goodyear's brand portfolioPerformed ongoing analysis of all Goodyear websites using Omniture Site Catalyst analytics tool with the result of increased site optimization, conversion rates, click-streams and site goals while decreasing bounce and exit ratesManaged the Pay-Per-Click program for Just TiresManaged and maintained the Goodyear tire selector and dealer locator applicationsDeveloped and managed the Marketing Services intranet web site for Goodyear North American Tire Marketing Services DepartmentDeveloped and maintained several web sites for Goodyear North American TireDeveloped and maintained several Lotus Notes and Domino database applications