Experience

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  Ria Money Transfer

  • United States
  • Financial Services
  • 700 & Above Employee

  • VP of Growth Digital Marketing & CRM

    • 2023 - Present

    I have the responsibility to develop and implement comprehensive global digital marketing strategies spanning CRM, paid, affiliate, organic, and social channels for AMER, APAC, and EMEA markets to drive new customer acquisition and revenue goals globally.Below are my key accomplishments that I attained:• Achieved a 50% decrease in new customer CPA, handling a 30% expansion in paid media spend by leading multifaceted marketing campaigns across global markets, prioritizing revenue growth, new customer acquisition, and customer engagement.• Improved 72% YOY in transactional conversion rate and generated an average of $2 in monthly incremental revenue for opted-in customers by heading cross-functional teams to enhance online presence, engagement, and conversion.• Organized a 37% surge in non-paid web traffic within 4 months of assuming leadership of the content team by recognizing evolving trends within the global financial landscape and integrating them into partnerships and brand initiatives.

  • Sr Director, Global Marketing CRM

    • 2022 - 2023

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  PPLSI

  • Denver, Colorado, United States

  • Director of Product Marketing, LegalShield / IDShield

    • 2022 - 2022
    • Denver, Colorado, United States

    As the director of product marketing, I spearheaded the digital experience, marketing strategy, and implementation for all lines of business for LegalShield.com/ca and IDShield.com/ca. Additionally, I fostered integration and inclusion across product, design, legal, sales, and leadership domains, driving evolution in digital experience, product approaches, and roadmap advancement in association with cross-functional teams.Below are my key accomplishments that I attained:• Promoted hyper-growth and retention by overseeing product roadmaps for D2C customer acquisition channels, encompassing customer experience enhancements, product feature development, and a focused full-funnel marketing strategy.• Attained swift market awareness by refining a data-driven environment, focusing on rapid deployment and continuous optimization.

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  Coffee & Bagel Brands

  • United States

  • Senior Director of Digital Marketing & Loyalty

    • 2020 - 2022
    • United States

    At Bagel Brands, I elevated customer journey mapping, retention, acquisition, and conquesting efforts to boost sales and ROAS while enhancing digital and loyalty strategies for three national bagel brands.Below are my key accomplishments that I attained:• Deployed customized analytics platform for continuous measurement and utilized media mix modeling techniques, reinforcing key performance metrics and growing app downloads by 72%.• Reached a 30% increase in membership and a boost in guest frequency by developing innovative automated loyalty customer journeys.

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  iLendingDIRECT

  • Denver, Colorado, United States

  • Director of Marketing (Contract Role), B2C & B2B

    • 2020 - 2020
    • Denver, Colorado, United States

    During this period, I restructured new customer acquisition through non-traditional digital media channels by crafting a strategy for an affiliate aggregator partner. Here, I also applied technological enhancements and upgraded media strategies, strengthening incremental new customer growth by directing the assessment and onboarding of new media and website agencies.

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  Western Union

  • United States
  • Financial Services
  • 700 & Above Employee

  • Director of US Digital Marketing, Retail & Digital

    • 2017 - 2019

    I headed the strategic and executional aspects of all digital media initiatives within the US marketing organization, optimizing mobile app, digital, and retail transactions, and enhancing revenue streams. I boosted organic search traffic by heading an in-depth analysis of website analytics and identifying global SEO enhancement opportunities. I provided direct mentoring to a team of 6-10 members, overseeing a multi-million-dollar marketing ad budget while serving as a key member of the North American marketing and product leadership team.Below are my key accomplishments that I attained:• Achieved a 134% decrease in cost per transaction and enriched media efficiencies by implementing and refining creative testing and optimization strategies for lower funnel programmatic display.• Obtained a 162% YOY rise in organic visits by eliminating over three hundred defunct content pages from the website.• Enhanced transactional conversion rates on marketing pages through a website redesign upgrade, resulting in a 50% increase in page load speed.

  • Senior Marketing Manager, US Digital for Retail

    • 2015 - 2017

  • Senior Marketing Manager, Prepaid Services, CRM & Loyalty

    • 2013 - 2015

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  Crocs, Inc

  • Niwot, CO

  • Retail Marketing Brand Manager

    • 2011 - 2013
    • Niwot, CO

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  Western Union

  • Senior Marketing Manager, Prepaid Services, CRM & Loyalty

    • 2010 - 2011

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  Ultimate Electronics

  • Westminster, Colorado, United States

  • Retail Marketing Manager

    • 2009 - 2010
    • Westminster, Colorado, United States

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  Einstein Bros Bagels

  • Lakewood, Colorado, United States

  • Marketing Manager, Franchise & Licensing

    • 2007 - 2009
    • Lakewood, Colorado, United States