Results-driven growth marketing and digital executive for B2B and B2C companies – start-up to global – with expertise in: retail, eCommerce, consumer products and high-tech. Conceives and implements innovative sales, marketing, digital demand generation/customer acquisition, eCommerce, customer experience and engagement strategies with closed-loop ROI to drive digital transformation and profitable growth.
CORE COMPETENCIES
- Reinvigorate strategy, build tactical sales, demand generation and growth marketing programs
- SEO: keyword research, content/blog optimization, backlinks and analytics set-up
- Develop daily sales, merchandising, promotional pricing strategy and tactics aligned to target buyer
- Strategize/recruit/activate programs with coupon/loyalty and content/influencer networks
- Manage sales channels, ad/promotional programs and strategies for Amazon and Jet marketplaces
- Launch digital media, SEM strategy, content marketing and demand generation/customer acquisition across: PPC, remarketing, retargeting, banner ads, paid and organic social, Google shopping, influencer and affiliate marketing
- Optimize video/search/display/shopping campaigns for demand capture/reactivation (Google/Facebook)
- Develop detailed attribution/reporting/analytics tracking/conversion rate/cost metrics: NPS, CAC, LTV, ROI & ROAS
- Select and implement marketing technology
- Negotiate, nature and grow strategic partnerships, alliances and channel distribution
Experience:
Competitive Marketing Advantage (privately held)
Chief Marketing, Digital and eCommerce Program Leader
2014 – Present
Full-service Growth Marketing, Digital Demand Generation/Customer Acquisition and eCommerce Agency
Serve as exclusive full-time, on-site Chief Marketing, Digital and Growth Leader to guide both strategic and hands-on tactical transformations for the following clients:
J.ING Limited (DTC eCommerce & omnichannel retailer),
Global women’s fashion, accessories and décor brand
- Rebuilt and managed global eCommerce sales, marketing, creative, merchandising, digital and customer service
- Launched new brand image, voice, message platform and customer loyalty program: J.ING Insider in four weeks
- Transformed underperforming eCommerce site into profitable channel growing more than 100 percent MoM
- Recruited/motivated team of 10: marketing, digital, creative, social, IT, development and customer support
Perry Ellis International (DTC eCommerce & omnichannel retailer), US$875 million designer, distributor and licensor of 25+ apparel, accessory and fragrance brands:
Men’s Brands: Farah, John Henry, Original Penguin, Perry Ellis, Savane
Sport/Golf Brands: Ben Hogan, Callaway, Grand Slam, Jack Nicklaus, Nike Swim, PGA Tour
Women’s Brands: Jantzen Swimwear, Laundry By Shelli Segal, Peony & Me, Rafaella
Latin Brands: Cubavera, Havanera
- Rebuilt and relaunched eCommerce strategy, operations, merchandising, digital, social media, marketing and demand generation, resulting in first positive operating income in 14 months, double digit revenue, margin dollar, average order value and site traffic growth YoY, while reducing digital marketing expenses 17%
- Transformed customer service, order processing and packaging to improve customer engagement/satisfaction
- Grew eCommerce revenue contribution 40% YoY to represent 14% of sales
- Developed strategy and tactical launch of in-store and online loyalty program across all brands in four weeks
- Developed daily merchandising, promos, demand generation and digital campaigns (48 assets/week per brand)
- Oversaw all direct-to-consumer eCommerce websites and P&L, Amazon marketplace, selection and implementation of technologies, all social media channels, content marketing and digital media including: pay-per-click, remarketing, retargeting, banner ads, Google shopping, affiliate and influencer marketing
- Managed team of 34+: branding/marketing/creative, merchandising, digital, IT/development, customer service
MDLIVE (DTC & B2B eCommerce, subscription), Telehealth services provider with 10+ million members
- Launched enhanced mobile app (iOS and Android) and customer engagement website
- Brokered and managed strategic alliance with Walgreens to promote engagement and utilization
- Grew registrations 42%, utilization 64% YoY after launching new engagement marketing program
- Created weekly direct-to-consumer and B2B demand generation and engagement campaigns
- Designed, launched and authored interactive Marketing Hub with 275+ engagement materials, ready-to-go campaigns and content for clients to customize and implement in their local markets
- Directed/managed P&L for in-house agency; produced 500+ engagement marketing jobs per quarter
BeMyDD (Renamed Dryver, DTC & B2B eCommerce), Ridesharing service in 76 cities in 31 states
- Project managed design/build of mobile app (iOS and Android) and enhanced customer experience website
- Launched joint marketing and partnerships with Total Wine & More, BevMo!, Ciroc and Jack Daniel's to promote engagement, expand brand awareness and drive eCommerce sales
- Achieved 1,014% increase in new account sign-ups, 74% increase in web traffic and 38% increase in orders
- Launched new brand/go-to-market strategy in 30 days through social, digital, PR and demand generation
- Created demand generation programs to boost customer acquisition, conversion and engagement; increased January sales orders 33% and new account registrations 53% YoY in historically the slowest month
Additional Marketing Achievements:
Capgemini (CAP: EN Paris), VP, Global Head, Demand Generation
Paris-based €7.7 billion provider of consulting, technology, eCommerce and outsourcing solutions
- Created/implemented strategy, business plan and managed tactical launch for global demand generation service center operated as a P&L by uniting 40 regional marketing groups and reducing global spend by €2.7 million in 12 months
- Launched/directed/managed global rollout of Google Enterprise Apps in 40 countries adding €1.3 billion to sales
Saks Fifth Avenue (NYSE: SKS), Sales and Marketing Program Associate
- Launched back-to-school joint marketing and strategic partnerships with targeted prep-schools to boost sales and store foot traffic resulting in highest sales per square foot in region
- Ranked fourth highest producing store sales representative based on weekly sales metrics
Macy’s (NYSE: M), Sales and Marketing Program Associate
- Launched back-to-school partnerships with targeted prep-schools to boost sales and store foot traffic
- Ranked fifth highest producing sales representative in north-eastern region based on hourly sales metrics
Education:
Babson College School of Management
Wellesley, MA
Bachelor of Science (With Distinction)
Dean’s List
Majors: Marketing, Management and International Business
Awarded Sohopfungsbeitrag Preis – for the most creative contribution and innovative impact to Babson