Approach: A systematic change agent focused on execution of measurable results through world-class marketing principles.Oversight: Provide strategic analytics advisory and technical program management for marketing and sales leaders focusing on insights to accelerate revenue growth and streamline execution of tactical marketing calendars. Develop strategies and campaign plans, technical product marketing, content marketing, and customer relationship management initiatives. Direct strategic marketing consulting for technology and e-commerce clients.Consulting Responsibilities: Direct strategic marketing engagements, demand generation strategy and sales pipeline optimization. Advise technology firms building new marketing programs, developing scalable revenue models, cross-channel marketing plans and demand generation initiatives.Share expertise in marketing analytics, strategic planning, revenue modeling, branding, messaging, content marketing, and B2B demand generation. Specific areas of expertise:-Strategic Marketing Analytics-SaaS Revenue Models-Sourcing Advisory for Marketing Technology-Advertising and Demand Generation-Brand and Product marketing

Oversight: Provided overall strategic direction for marketing, business development of digital advertising services and product marketing at a SaaS technology and marketing services organization focused on advertising performance measurement and cross-channel campaign management supporting both B2B and B2C demand generation. Leadership: Built a marketing department from the ground up with a focus of Brand Awareness for both B2B and B2C marketing activities, lead generation and conversion. Lead a department of 14 including marketing specialists focused in Branding, Communications, Social Media, B2B Demand Generation and Product.B2B Promotions, Incentives and Co-Marketing: Develop and direct B2B sales promotion campaigns including event planning, customized co-marketing agreements, and sales support for over 1000 unique B2B production sources.Brand Management: In less than five months, successfully consolidated brands from three different industries serving different market segments and a holding company into what is now PERQ.

Oversight: Provided overall strategic direction for marketing, direct sales and product ownership of cloud-based technologies (SaaS & ASP) which streamline the quoting, application, underwriting and purchase processes of international specialty insurance plans through business-to-business and direct-to-consumer sales channels.Marketing: Built a marketing department from the ground up with a focus of online marketing, lead generation, and e-commerce conversion optimization. Started with a staff of 2 Direct reports focused on solely offline distribution and grew to a department of 12 including marketing specialists focused in product management, revenue modeling, branding, communications, social media, web analytics, online usability, sales conversion, web development and design.Direct Sales: Developed annual strategic marketing plan with P & L responsibility delivering double-digit growth each year solely through digital marketing sources with e-commerce and inbound/outbound call center sales channels.B2B Promotions, Incentives and Co-Marketing: Directed, implemented and managed B2B sales promotion campaigns including event planning, customized co-marketing agreements, and sales support for over 5000 unique B2B production sources.SaaS/ASP Product Ownership: Responsible for customer experience, sales conversion and optimizing revenue streams for 12 cloud-based insurance products supporting revenue generation from sources around the globe. Primary revenue streams include reoccurring commissions, transaction fees, processing fees, and administrative services. These SaaS/ASP products are used by thousands agencies to sell several types of international specialty travel and health insurances plans around the world.

Strategic Ownership for all Online Marketing, Advertising, and Brand including SEO, Pay Per-Click, Email, etc. (Direct Sales & B2B – Broker/General Agents) Lead a team of 7 in cross-media channel campaign management focusing on SEO/SEM with support from Print Advertising and Email.Developed annual advertising plan with budget responsibilities including on and offline media generating at least 25% growth for 3 consecutive years. Increased Net Margin through statistical analysis of SEO & PPC sales leads by 63% and increased web visits from Search Engines by 128% over a 24 month time-frame. Directed Vendor Management Program to reduce budget expense for outsourced agency and market research expenses by 30% within 6 months without reducing service level agreements

Lead Online Marketing and Brand development, web site traffic growth, web site UI and advertising revenue generation. Developed online application to coordinate submission of scores and poll voting to provide real-time communication of association's official polls, scores and statistics.

Developed annual advertising plan with an $8M digital advertising and promotions budget generating $60M in 1st year Sales. Increased total sales from online marketing efforts by $18M over a 12 month period and Online Market Share by 24% for the same timeframe.Strategic ownership for all online marketing, advertising, and brand including SEM, SEO, email, etc. (Direct Sales & B2B – Broker/General Agents) Lead a team of 5 in cross-media channel campaign management focusing on SEO/SEM with support from email and direct mail.Reduced Customer Acquisition Cost (CAC) from digital channels by 63% and increased web visits from Search Engines by 28% over a 12 month timeframe. Directed vendor management program to reduce budget expense for outsourced agency and market research expenses by $1.7M within 6 months without reducing service level agreementsCompleted a Six Sigma Green Belt project to redesign marketing operations and improved campaign execution time by 10 business days

Drove the overall eCommerce strategy for UnitedHealthOne (individual health insurance) and lead all aspects of eCommerce planning. Directed projects based on financial return-on-investment, KPI prioritization, and impact sizing.Drove quarterly, annual and long-term planning processes for e-Commerce plans and resource requirements. Profit and Loss Responsibility (P & L) for Online Direct Sales Channels.Set and hit revenue objectives for eCommerce and key sales programsSite Testing and Optimization - Create & monitor key eCommerce metrics & funnels, identify & prioritize opportunities for improvement, generate hypotheses on alternative approaches that could improve results, work with CRM and other marketing teams to establish testing plan for pricing and offers, execute reliable A/B or multi-variate testing, implement winnersConduct regular competitive analysis on the best practices of key competitors and eCommerce leaders.Product Planning - Served as business lead for eCommerce roadmap projects. Develop business requirements documents and drive feature prioritization to optimize business impact and ROI. Ensured appropriate tracking and measurement mechanisms are in place to assess results of projects. Monitor and report on project results.

Enterprise-level subject matter expert (SME) and Vendor Management for all services and support of enterprise-level web tools including Online Content Management, Web Analytics, and Enterprise Document ManagementServe as the web analytics expert and advocate, constantly striving to improve skills and capabilities within the web metrics space while developing enterprise-wide adoption of web analytics standards and tool setsOwnership of enterprise-level web measurement strategies and tacticsParticipated in cross functional teams for website re-design, new application launches, and site enhancements as a measurements expert, identifying reporting requirements, and evaluating post-launch reportingManaged and maintained guidelines of over all page tagging and data quality within web analytics systemsSubject matter expert for usability, and best practice test recommendations based data analysis

As part of the MBA Program at Purdue University I spent the summer of 2004 at Dow Chemical in Midland, MI as an MBA Intern with a focus in Finance.