•In 2022, grew eCommerce business demand +100% YoY through aggressive new customers acquisition strategy and new channel and content affiliate partner expansion. Acquired over 75,000 new eCommerce customers (+78% YoY).• Grew new customers by +35% in 2023 through media mix model and match-market tests on largest Meta and Google programs. Launched and optimized influencer and performance PR/Affiliate programs. • Developed the first ever performance marketing P&L across eCommerce and Omni-channels to align media budgets and strategy to profitability goals in 2024. Designed daily profitability tracking dashboard, providing transparency to marketing calendar's impact on business goals. • Built and executed retail store opening marketing strategy, driving brand awareness, store traffic, and local/national press coverage • Managed and optimized Amazon & Target+ storefront through premium A+ content development/optimization, review building, and paid search management.• Managed an exceptionally high performing team of marketing managers and media agencies to launch, measure and scale paid media programs in a high growth environment.

• Developed and executed new customer acquisition strategy, increasing eCommerce demand by 20%.• Optimized media mix across various channels including paid search, paid social, and affiliates.• Provided leadership in developing eCommerce Reporting Dashboard and Seasonal Marketing Brand Calendar at Vionic Group.

• Developed and executed annual digital marketing and media plan for Athleta, optimizing media investment across various channels.• Tested and optimized new customer acquisition programs, analyzing weekly business performance to ensure campaign effectiveness.• Partnered with cross-functional teams to identify strong product messaging and evolve marketing strategies to solve new business challenges.

Responsible for overseeing and managing digital advertising and direct response initiatives served on social media channels. The role involves strategic and creative development of digital marketing programs, media planning, and implementation of these initiatives to motivate customers to transact online and in store. Responsibilities: Develop the global strategy for direct response marketing programs on social networks with a focus on driving positive, incremental return on ad spend and new customer acquisition Design and implement rigorous test frameworks that measure the incremental impact of social media marketing on online and offline revenue and sales Define a measurement, analysis and reporting framework for direct response marketing initiatives within social media channels Evangelize a “test & learn" mindset within Gap Inc. and amongst our agency partners Identify and address any data, platform or technology gaps that might hinder successful test and learn deployment Write detailed program and test briefs and evolve platform KPIs and reporting, as learnings dictate Synthesize and share campaign results and best practices within Gap Inc. Champion best practices regarding the measurement of ad effectiveness, especially as it relates to marketing effectiveness and multi-channel campaign optimization Provide decision making support for business partners by working with the team to define problems or desired outcomes, determine required information, synthesize findings, and recommend action Collaborate with the Analytics and Strategy team to drive a deeper understanding of direct response social media marketing opportunities and to identify growth areas for the channel

• Responsible for day to day execution of global display media programs, across all markets, managing the relationships with multiple external agencies to ensure efficient execution of programs. • Work with brand business partners, developing campaign and creative messaging strategies. • Continually review campaign performance, develop optimization recommendations and ensure campaign recommendations are implemented (either directly or through agency).• Synthesize and share campaign results and best practices within GID.• Provide decision making support for business partners by working with the team to define problems or desired outcomes, determine required information, synthesize findings, and recommend action.• Assist in managing a multi-million dollar marketing budget, tracking monthly performance to effectively and efficiently allocate spend. • Write detailed program and test briefs and evolve platform KPIs and reporting, as learnings dictate.• Develop and maintain consistent benchmarks and best practices for media buying, planning and management. • Collaborate with the Analytics and Strategy team to drive a deeper understanding of direct response display opportunities and to identify growth areas for the channel.

-Partnered with and managed search marketing vendor to optimize our paid search programs. -Provided vendor ongoing strategic and tactical direction based on the goals of each brand-Partnered with and manage affiliate marketing vendors in the US and Europe to continue to grow and expand our affiliate business in the EU.-Managed organic search optimization efforts across all brands, interfacing with internal resources and third party vendors to ensure best practices implemented across all properties.-Managed online display advertising including brand awareness building and re-targeting efforts across all brands in Europe. Supervise 3rd party media planning agencies ensuring business objectives are met and brand aesthetics align.-Monitored industry trends, testing, adapting and optimizing Affiliate/SEM/SEO/Display strategy using measurable approach.-Acted as key liaison between Digital Marketing and the Growth Innovation Digital online marketing teams as it relates to direct-response online marketing programs.-Managed delivery of regular performance reports for all Digital Marketing programs in the EU, including weekly dashboard and quarterly hind-sights, identifying areas of opportunity and messaging out key wins.-Managed process for tracking all SEM programs within our reporting tools. Established benchmarks and metrics that consistently evaluate efficiency and effectiveness.-Worked with internal and external teams to manage creative briefing and trafficking of all assets for our marketing programs, i.e. display banners, keywords, copy, affiliate creative, etc.-Continually innovated best practices and source, test, and evaluate potential new sources of high quality traffic.

By staying at the forefront of performance marketing innovation and client’s business needs, met and exceeded goals through creating customized digital marketing strategies for e-commerce focused domestic and international clients.o Multi-channel: SEO, PPC, Display, YouTube, Social, Mobileo International Client Management Regions: US, CA, UK, FR, IT, SP, AU, NZ, DK, NO, SE, FI, BE, NLo Industries: Technology, Electronics, Gaming, Entertainment, Travel, Retail • Lead strategic collaboration and project management across international client divisions and partnering agencies to drive marketing efficiencies and shared learnings.• Created custom client communication protocol document and internal process to coordinate internal international offices as well as cross division international client communication.• Created integrated multi-channel product release strategy and managed execution across internal team and external vendors which exceeded $4MM in media spend over 100 day period.• Developed 20+marketing professionals as direct reports by mentoring, training and guiding into new roles and advancement positions, while assessing team structures and resources.o Supported the Marketing Department with events and market researcho Lead Dream Manager Program in San Francisco Office as part of Great Places to Worko Chosen to participate with C-level executives in the creation of the Forrester WAVE Report presentation with the management team

Responsible for being client’s lead point of contact, project management coordinator and effectively communicating campaign results.• Created internal and external project plans to for complex deliverables to be executed against scope of works that managed client expectations as well as keep team on task.• Executed search marketing strategies for SEO and PPC for fortune 1000 clients in various industries• Educated search industry advancements and best practices to clients and internally • Directly mentored 4 of my peers during their new employee onboarding and probation period• Managed the iProspect Mentor Program in San Francisco, guiding dozens of mentors and mentee• Wrote an article published in the iProspect newsletter

Responsible for day-to-day campaign optimizations including pay-per-click daily spend tracking, monthly budget management, ROI optimization, SEO technical, performance and social media recommendations.Tactical pay-per-click, SEO and social media campaign optimizations• Created complex SEO technical recommendation documents and presented to client in an easy to understand manner.• Developed external link building programs, partnerships and tracked SEO impact. • Managed high impact branding and performance pay-per-click campaigns for new product release e-commerce campaigns • Conducted regular account optimizations including bid optimizations, ad copy testing and beta program trails.• Coordinated pay-per-click campaigns with offline channels and events to show marketing lift through digital campaigns

• Developed and managed creation of dynamic email remarketing programs to drive customer acquisition• Worked in close partnership with CMO to create and analyze executive reporting dashboard and product development research and competitor landscape• Analyzed and reported campaign performance, communicated results to C‐level executives and founders