Experience

Soft Surroundings

• United States
• Retail
• 300 - 400 Employee

• Vice President, Marketing and Ecommerce

  • Sep 2021 - Present

  Leading marketing and digital for a beloved retail specialty brand responsible for developing and executing a cohesive marketing strategy that delivers positive company, customer, and financial goals. Leading marketing and digital for a beloved retail specialty brand responsible for developing and executing a cohesive marketing strategy that delivers positive company, customer, and financial goals.



Virgin Voyages

• United States
• Travel Arrangements
• 700 & Above Employee

• Vice President of Growth Marketing

  • Dec 2020 - Aug 2021

  Developing a high-performing team to drive growth for the newly formed, start-up cruise line; delivering growth by developing and executing a demand generation strategy designed deliver a pipeline while producing a comprehensive customer program that drives engagement and share of wallet. Focused on delivering business objectives by striking a balance between long-term strategic brand building activities, mid-term lead generation & nurturing, as well as quick wins to achieve targets. Leveraging marketing initiatives including performance marketing, social media, customer lifecycle, partnerships, brand communications, & events



Victoria's Secret

• United States
• Retail
• 700 & Above Employee

• Digital Marketing Executive | AVP Marketing

  • Dec 2014 - Nov 2020

  Responsible for delivering marketing strategy aligned with customer needs, driving top-line volume while delivering profitable results at margin expectations for Victoria's Secret online presence; accountable for maximizing sales and profit, driving digital demand and acquiring new customers through the activation of paid and natural search, affiliate and shopping partnerships, display media, video, emerging digital media, mobile presence and email contact strategy. Responsible for delivering marketing strategy aligned with customer needs, driving top-line volume while delivering profitable results at margin expectations for Victoria's Secret online presence; accountable for maximizing sales and profit, driving digital demand and acquiring new customers through the activation of paid and natural search, affiliate and shopping partnerships, display media, video, emerging digital media, mobile presence and email contact strategy.



Office Depot

• United States
• Retail Office Equipment
• 700 & Above Employee

• Strategic Digital Marketer | Director of Digital Marketing and Email Strategy

  • Sep 2012 - Jan 2014

  Promoted ahead of HR standard with five progressive positions and four title changes in less than four years. Drove customer contact and brand awareness through strategy development and execution for direct and brand marketing through all digital channels. Managed +$35 million budget, representing ~20% of total marketing spend and driving more than 50% of website traffic and sales. Amplified broadcast media buys online by overseeing all digital media buying company-wide. Led team of eight direct reports. * Drove 14% increase in gross sales and improved profitability 13% during period of sharp decline in margin across the business. * Led successful brand amplification with 500M impressions and 100K clicks. * Built circulation of 1B+ emails, representing 20% YoY growth, while maintaining 18% email open rate.

• Innovative Marketing Leader | Director of Ecommerce Growth Initiatives

  • Feb 2012 - Sep 2012

  Hand-picked by CMO as eCommerce growth initiative representative on new marketing strategy and innovation team. Created blueprints and marketing strategies designed to deliver top-line, bottom-line, and customer experience improvements. * Led development and test of viable delivery only market program.

• Digital Change Agent | Senior Manager of Digital Advertising and Social Media

  • May 2010 - Feb 2012

  Promoted from Manager of Search, Shopping Comparison Engines, and Display after only five months to drive revenue and qualified traffic to OfficeDepot.com, Office Depot family of sites, and Office Depot retail locations. Oversaw wide range of marketing programs in paid search, SEO, display, mobile, shopping comparison engines, and emerging media.* Optimized SEM programs by reversing 40% YoY increase in cost per click rate. * Grew social media program from 20K to 200K+ participants in one year with zero budget.



PwC Experience Center

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Strategic Client Partner | Director of Online Marketing

  • May 2007 - May 2010

  Reporting to the Managing Partner, directed all online marketing. Worked closely with high-profile clients to conceptualize, design and implement online marketing initiatives including Paid Search, Display, email, analytics, site testing (A/B and MVT), site analysis, social media and digital strategies. Managed staff of 9 including online SEM/SEO Specialists and Analytics & Optimization team. * Key clients included ADT, Kaplan University, Steiner Leisure, BankAtlantic, FPL, Office Depot, Tradestation Securities, Terremark, Mutual of Omaha, Regent Seven Seas Cruises, Susan G Komen Foundation and Carnival Cruise Lines. * Enabled accounts to achieve 10% to 2,000% KPI growth by producing up to 50% year-over-year (YoY) revenue growth and 50% increase in leads for clients. * Grew profitability 150% in one year with 200%+ forecasted growth for following year.



Southeast Realty

• Boca Raton, Florida

• Marketing Executive | Marketing Director

  • Apr 2001 - May 2007

  Co-founded boutique real estate firm with 25 agents and $3M in annual revenue. Directed all marketing functions. Created promotional packages including direct mail, web sites, print advertising, email campaigns, and total image management. * Generated 1000% increase in website traffic. * Reduced CPC spend by up to 20% per campaign. Co-founded boutique real estate firm with 25 agents and $3M in annual revenue. Directed all marketing functions. Created promotional packages including direct mail, web sites, print advertising, email campaigns, and total image management. * Generated 1000% increase in website traffic. * Reduced CPC spend by up to 20% per campaign.



Macy's

• United States
• Retail
• 700 & Above Employee

• Junior Executive

  • May 1999 - Mar 2001

  Promoted through four increasingly responsible sales management roles over men’s, fragrances, china/crystal, bridal, and intimate apparel departments. Led 10-25 associates to meet $5M - $15M department sales plans. Coordinated vendor, client, and staff participation in special events. * Increased revenue over previous year for every promotion by effectively planning, training associates, and scheduling teams to execute special events, key product launches, and presell events. * Reduced associate turnover by 90% through training, performance recognition, and succession planning. * Developed three associates to achieve promotions to department managers and three additional associates to achieve recognition as top producers at annual banquet.



California State Senate

• Legislative Offices
• 700 & Above Employee

• Director of Constituent Services, Senator Dick Monteith

  • Jun 1996 - Aug 1998

  Managed constituent services encompassing assisting constituents in navigating government bureaucracy. Provided oversight and direction for internship program, interns, and volunteers. Played key role in Senator’s successful campaign by spearheading political efforts in district, managing volunteers, and cultivating relationships with VIPs, contributors, and Ombudsmen. Managed constituent services encompassing assisting constituents in navigating government bureaucracy. Provided oversight and direction for internship program, interns, and volunteers. Played key role in Senator’s successful campaign by spearheading political efforts in district, managing volunteers, and cultivating relationships with VIPs, contributors, and Ombudsmen.