Experience

Bay Leaf Digital

• United States
• Advertising Services
• 1 - 100 Employee

• Managing Partner

  • Mar 2013 - Present

  Bay Leaf Digital is a B2B digital marketing agency that is focused on growing SaaS companies.We help our clients by translating their revenue and lead goals into marketing actions that span all digital channels.Capabilities: Content marketing through the awareness-acquisition funnel Paid Advertising including PPC, Display, Programmatic, and LinkedIn Organic marketing through SEO & email Technical content creation Data & web analytics Conversion rate optimization The Bay Leaf Digital Difference: You work directly with the principals at the company. There are no account manager interfaces that typically water down the conversation. We measure success in terms of the number of leads we can drive to you. Website traffic, Google ranking, clicks are all secondary. We are highly technical marketers and we have deep expertise in the areas we focus on. This allows us to create content and craft messages that are speficic to the audience you want to target.



Sheplers Inc.

• Retail
• 1 - 100 Employee

• Director - Analytics & Optimization

  • Mar 2012 - Mar 2013

  Managed Product Management, SEO, AB testing, and Analytics practices at SheplersUsed analytics driven value estimation techniques to define roadmap for the siteCoordinated efforts across cross-functional teams to improve site experience Managed Product Management, SEO, AB testing, and Analytics practices at SheplersUsed analytics driven value estimation techniques to define roadmap for the siteCoordinated efforts across cross-functional teams to improve site experience



Travelocity

• United States
• Travel Arrangements
• 200 - 300 Employee

• Director - Analytics and Site Optimization

  • Oct 2010 - Mar 2012

  Led product management team to drive conversion improvements in the transactional path. Defined the roadmap for customer profiles, shopping cart, and forms of payment. Owned site experience tracking, site optimization (A/B Testing), and site analytics.

• Director, Product Management and Search

  • May 2009 - Dec 2010

  Responsible for the product portfolio for the Marketing team. Areas of ownership included home page, landing pages, CRM products, deals automation. Also responsible for the SEO marketing channel

• Product Manager, Marketing

  • May 2007 - May 2009

  Led requirements gathering, feature definition, and provided product management direction for multiple marketing projects including a new home page, new Cruise, hotel, and vacation landing pages.

• Portfolio Management

  • Mar 2006 - May 2007

  • Facilitated project sequencing and prioritization conversations; created ROI models for project proposals; consulted with business unit leaders to ensure proposals were well thought out• Performed product management function for data warehouse; facilitated sequencing and trade-off conversations; provided direction to data warehouse managers on resource allocation



Sabre Corporation

• United States
• IT Services and IT Consulting
• 700 & Above Employee

• Sr. Project Manager

  • Jun 2005 - Mar 2006

  • Responsible for strategic airline accounts in North and South America; managed deployment and integration of multiple revenue management products at TAM airlines, Alaska Airlines, and Hawaiian Airlines• Advised clients in various areas including technology recommendations, demand forecasting improvements, and productivity enhancements• Served as the liaison between clients and Sabre teams to produce statements of work, improve product offerings, and generate additional revenue through value-added services such as business process re-engineering

• Project Manager

  • Jan 2004 - May 2005

  • Improved delivery efficiencies for implementation of AirMax, Sabre’s flagship revenue management product, at Estonian Air; reduced implementation costs by over 35%; client served as a reference customer for low cost carriers• Judiciously managed scopes, budgets, and timelines for projects and provided dependable forecasts to upper management

• Technical Consultant

  • Apr 2002 - Dec 2003

  • Instrumental in proving the viability of a cost-effective and secure hosted environment for small and medium sized airlines by deploying AirMax, for Royal Brunei Airlines, into eMergo - Sabre’s highly available hosted application (ASP) environment• Responsible for transitioning the delivery process of two additional airline products, AirOps and AirCrews, into Sabre’s Services Organization • Routinely managed activities of implementation personnel to deliver and support product suites for numerous airlines



Center for Management of Information

• Research Assistant

  • 1999 - 2001

  • Developed modules for Collaboratus - a comprehensive groupware and decision support tool• Interacted with end-users to understand business needs; analyzed available solutions to find a competitive edge • Developed modules for Collaboratus - a comprehensive groupware and decision support tool• Interacted with end-users to understand business needs; analyzed available solutions to find a competitive edge



Nextera

• Business Consulting and Services
• 1 - 100 Employee

• Business Analyst Intern

  • Jun 2000 - Aug 2000

  • Designed an Executive Information System for Persumma, a financial services startup, using the systems development lifecycle (SDLC) methodology• Worked closely with department heads and executive management to identify core decision-making processes • Established more than 30 metrics to measure performance; metrics included marketing, financial, cost accounting, operational, click-stream, and soft measures• Designed a warehouse to store normalized data from various data marts and designed statistical procedures to analyze data • Recommended an integrated solution consisting of extraction and analytical tools, a database, and web technologies to implement the EIS



Tata Elxsi

• India
• IT Services and IT Consulting
• 700 & Above Employee

• Customer Service Exec

  • 1997 - 1999

  • Performed hardware and software requirement analysis; interacted with clients to identify current and future needs; acted as a liaison between sales team and clients• Designed, implemented and maintained Unix networks consisting of more than 300 Silicon Graphics workstations; set up client-server environments and various network services• Streamlined support activities at Tata Motors and increased customer satisfaction levels by 30% • Performed hardware and software requirement analysis; interacted with clients to identify current and future needs; acted as a liaison between sales team and clients• Designed, implemented and maintained Unix networks consisting of more than 300 Silicon Graphics workstations; set up client-server environments and various network services• Streamlined support activities at Tata Motors and increased customer satisfaction levels by 30%