Vice President eCommerce & Digital Marketing

• Jan 2022 - Present

Senior Digital Marketing Director

• Aug 2020 - Jan 2022

Hired by CEO/Founder to build a 3-year direct to consumer business model.-Developed and implemented a business plan that delivered 3x sales growth in first 6 months for AreYouGame.com.-Launched a new consumer-friendly eCommerce website on Shopify.-Led implementation of search engine optimization (SEO) strategy, inclusive of content strategy, interlinking, metadata for all category and product pages, and drove significant site speed improvements. Strategy resulted in 80% increase in organic traffic year-over-year during 4Q.-Led full site migration to Shopify resulting in a successful migration without technical issues; organic search rankings increased 40% in the first 6 months.-Strategically developed and launched a paid search campaign strategy in Google ads, resulting in a successful, paid media channel for the business. Channel achieved double-digit growth in revenue and efficiency (ROAS) in the first 6 months of activation.-Drove 258% increase in revenue year-over-year for high margin product category by implementing a cross-channel marketing strategy, utilizing paid shopping ads, text ads, web retargeting, paid social campaigns, and an on-site content strategy.-Developed and launched a unique private label product line. In first 6 months, products are the 3rd best-selling brand on AreYouGame.com (6% of revenue). -Oversaw Q4 PR Campaign that resulted in 446M impressions through 30 media hits, including The Ellen DeGeneres Show, Shopify, eMarketer, Emily’s Reviews, Thrifty Nifty Mommy, and MORE.-Currently leading the development of AreYouGame.com’s in-house eCommerce Team to support growth plans.-Analyze data to deliver weekly data-driven insights and actions reporting to CEO.

National Marketing Director of Omnichannel Retail

• 2015 - Mar 2020

Appointed to this high-profile executive position to develop strategic marketing vision for seamless retail (Hallmark Gold Crown Stores and Hallmark.com). Designed and led new digital, social and local marketing organization team of 15 marketing professionals. Served on the President of Retail’s leadership team with VP of eCommerce, VP & GM of Sales & Operations, Vice President of Finance and Product General Managers to drive strategy and results.-Created open lines of communication between Retail and Marketing to foster a cooperative environment. Eliminated barriers and built internal alliances to enable Marketing to provide leadership of Retail's marketing. Instituted an integrated approach encompassing digital, social, direct mail, e-mail, in-store events and Public Relations.-Delivered 10x digital sales growth while continuing to grow offline store sales through development and implementation of digital marketing infrastructure and strategies utilizing consumer database (CRM), website, social and consumer insights. -Boosted the sales of many underperforming products by creating digital campaigns to drive incremental traffic to Hallmark Gold Crown Stores & Hallmark.com. Injected new life into declining products by expanding online availability, providing more consumer options, and increasing digital visibility.-Enhanced marketing success among independent store owners by introducing strategies and tools that enable them to activate and effectively measure their local marketing efforts. Built consensus and increased retailer participation by providing a stronger marketing model, platform, and strategy.-Provided Hallmark with improved strategic planning capabilities by improving analytical tools. Partnered with IT to identify, develop and test new marketing capabilities to improve business performance. Achieved better understanding of sales performance by consumer, market, product, campaign, and marketing vehicle.

National Campaigns Director

• 2009 - 2015

Key member of a senior executive team that rebranded and repositioned a 100-year-old company that is one of the most recognized and respected brands in the world. Harvested insights to formulate strategic plans to expand product line, create new revenue streams, and maintain market share in a rapidly changing industry. Analyzed consumer, competitor, and market data to design migration maps for future product development. Managed $130MM marketing budget. Direct digital, media, and creative concepts. Reported to VP of Marketing.-Transformed the company's messaging and value proposition from only "special people, special occasion" to emotional well-being to attract a broader consumer base. Devised innovative products that targeted mother/child and grandmother/child relationships. Launched new brand in Jan. 2011.-Instrumental in migrating the company's marketing platform into the digital space. Built consensus and gained acceptance at the executive level to develop a significant online presence, including website, social media, digital content, and blogger alliances to follow the consumer's journey across the web.-Selected to perform two six-month assignments for the Corporate Innovation Group. Partnered with creative leaders to design migration maps for future growth based upon consumer and market intelligence. Provided blueprints and messaging to guide product development for up to two years.-Worked closely with top agencies to oversee campaign development and execution. Developed award-winning campaigns and ad spots that drove revenue growth and earned top industry accolades; honors included:• “Tell Them” TV spot supporting greeting cards: Listed as #6 in Ad Age’s top 10 holiday ads.• “Kitchen Sink” TV spot supporting greeting cards: Listed in Ad Age as #1 most liked ad of the holiday.• "Active Duty” TV spot supporting recordable storybooks: Listed in Ad Age as #4 most liked ad of the year.

Media Planning Manager

• 2007 - 2009

Crafted comprehensive media strategies to determine mix for all product lines and channels of distribution. Managed budget and created plans for television, radio, print, digital, e-mail marketing, event marketing, direct mail, in-store promotions, off-premise events, and marketing partnerships. Analyzed campaigns to ensure positive ROI and year-over-year sales growth. Partnered with creative team to devise marketing campaigns and launch products.Managed a team of 4.

Manager of Strategic Music Alliances

• 2003 - 2007

Planned a comprehensive marketing program that focused on strategic alliances with musical artists to promote the company's greeting card line. Developed a strategy to support company's transition to licensed promotional products. Created a $60 million revenue stream by developing an untapped revenue channel. Developed alliances with top national recording artists; converted marketing department from a cost center to a revenue and cost center by creating new products and programs that generated multimillion-dollar revenue streams; program resulting in two platinum and five gold-certified records; campaigns included:• James Taylor: Produced the artist's first-ever Christmas album negotiated exclusive two-year agreement.• Martina McBride: Produced an original Valentine's Day-themed album.• Other artists included George Strait, Michael Bublé, Josh Groban, Barry Manilow and the Beach Boys.Transformation required licensing contract negotiations, product development, pricing, inventory management, P&L management and marketing.

Intergrated Marketing Manager-Corporate Synergy

• 2001 - 2003

Leveraged Hallmark brand assets (stores, marketing, and product) to launch Hallmark’s branded cable channel with focus on growth in viewership, distribution, cable affiliate and advertiser value.Resulted in Channel ranking in the Top 10 cable networks in household ratings and 17 MM new viewers.

Integrated Marketing Manager

• 1999 - 2001

Established and negotiated partnerships with nationally recognized corporations and organizations to develop products, integrated promotional programs, marketing campaigns, merchandising strategies, and distribution plans. Leveraged the full breadth of the company's properties and formed many successful alliances, including Susan G Komen, the Walt Disney Company, Coca-Cola, the Olympics, Peanuts, and the Today Show.

Promotions Strategist

• 1997 - 1999

Developed and executed Hallmark's first integrated national promotion with two hot licensed properties. Included partnership development, overseeing product development, inventory management and all marketing (national advertising, public relations, promotions and merchandising)Developed and executed consumer events to launch Hallmark's Fresh Ink Card line targeted at women between the ages of 25-39. Created, managed and executed "Hallmark's Kid Card Contest". Included contest development and execution, development and execution of 15 city bus tour events, and the production of the winning card product. Contest resulted in over 100,000 entries.Launched an integrated marketing campaign to create brand awareness for Hallmark's Warm Wishes cards at 99 cents. Included national advertising, retailer-specific marketing plans, and sampling events in 12 markets. Brand Awareness increased from 25% to 62% at the end of the program and secured an unprecedented $17MM in co-op funding to help launch Hallmark Warm Wishes.