CarBahn, led by Steve Dinan, specializes in aftermarket tuning software and performance parts for BMW, Mercedes, and Audi. I was brought on to help accelerate the growth of the DTC & Retail business, augment the marketing organization, and tell the story of CarBahn

Christy Sports set out to do a digital transformation in 2020. I was brought on to help build capabilities on Digital Marketing, Media & Advertising, Marketing Analytics, Loyalty, and CRM. To date, we have grown our customer database over 45%, onboarded a Data Science function, and created hundreds of unique customer journeys to optimize conversion.

• Generated an incremental $43.7MM in enterprise sales in 2019 through personalized CRM campaigns• Owns the Customer Relationship Technology Stack inclusive of CDP, Marketing Automation tools, and Enterprise Data connections• Built a fully-scaled direct mail program leveraging closed-loop digital targeting strategies and customer segmentation• Responsible for forecasting promotional currency and strategic offer management• Accountable for generating incremental enterprise profitability through CRM programs

• Responsible for conversion rate optimization on academy.com• Appointed as Business Strategy Lead for the 2018 academy.com digital transformation and site experience replatform• Built a $65MM/year personalization program on Academy.com• Leverages machine learning and rule-based algorithms to create tailored and personalized digital experiences• Manages a dedicated design & development team, operations team, and project management team as well as leads initiatives in A/B testing, user research, user experience planning, and content planning.• Responsible for the Academy.com homepage planning, operations, and data analysis.

• Manager of three cross-functional teams and eight direct reports that produce, strategize, and execute digital content for academy.com, display advertising, email marketing, web personalization, and web development.• Plans and executes all digital campaigns on the Academy.com responsive design homepage• Launched the first personalized web marketing strategy on academy.com in 2015 inclusive of product recommendations, geo-targeted content, and personalized advertisements by customer preference and affinities• Plans, develops and manages the execution of email marketing programs• Generated an incremental $10 million in revenue, and exceeded annual goal by 23%, to the academy.com mobile and desktop homepage in 2015• Creates and executes A/B testing scenarios as well as leverages digital analytics to develop test cases• Responsible for operational process improvement, project management, hiring, budgeting, contract negotiations, and execution strategy• Mentored summer intern for the 2014 and 2015 internship program and developed project plans for creating and executing a searchable creative asset database as well as building a digital marketing case study for run time on banner creative

• Designed custom web experiences based on enterprise sales plans• Provided cross-departmental project organization and collaboration methods• Consulted with merchandisers, buyers, marketing, and store operations to build digital campaigns

• Led the branding for the CFBC TV show which airs on FOX26, My20, and ICN• Developed and maintained the CFBC.org website, intranet, and content management system using PHP/MySQL, Javascript, HTML5, and CSS3• Created a custom, multi-language interactive webcast application to broadcast services live online globally• Managed the facebook, twitter, and YouTube accounts as well as increased overall social media traffic by over 400% in one year• Designed all Sunday morning graphics, logos, announcements, keynote templates, videos, and printed bulletins each week• Directed live media production for the Young Adult Service each week including camera direction, live video transitions, lighting, and recording• Created all motion and still graphics as well as directed the branding of the annual Christmascommercial aired on three major networks (NBC, CBS, and FOX)

• Provided creative solutions in both print and electronic media design• Created university websites, special promotions, graphic design, and social media marketing• Created graphical elements and advertisements for the university homepage• Designed five websites for the university and its affiliated partners• Managed three university websites. baylor.edu/student_government,and baylor.edu/photography, and baylor.edu/marcom