Experience

Red Dog Media

• Broadcast Media Production and Distribution

• Head of Experimentation

  • May 2023 - Present

  Deliver scientifically proven improvements to client site monetization by running high-quality experiments using Optimizely Full Stack. Generate testable hypotheses using analytics, customer research, competitive analysis and conversion principles. Prioritize hypotheses to build a backlog of exciting experiments ready for development. Create clear requirements and documentation for development team and ensure CRO projects are managed efficiently and effectively. Build, lead and manage a healthy and accountable team. Show less



Publicis Sapient

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

• Senior Manager Data Analytics

  • Mar 2021 - Mar 2023

  Drove incremental revenue, conversions, engagement and UX improvements through data analysis and digital experimentation for clients across multiple industries. Uncovered high-friction steps in buyer funnel for a telecommunications client; optimization recommendations from this analysis helped to double qualified traffic and conversion rate. Led experimentation proof-of-concept for an automotive client, which increased leads 4-6% and resulted in a six-figure client investment in conversion rate optimization. Automated digital performance reporting in Adobe Analytics Workspace, eliminating 20 to 30 hours of manual work per week across two clients. Mentored two early career colleagues, providing hands-on data analytics training, coaching and career path guidance. Wrote and presented strategy decks, measurement frameworks and test wrap reports for client C-suite leaders and stakeholders. Show less



Credit One Bank

• United States
• Financial Services
• 700 & Above Employee

• Senior Director of Digital Optimization

  • Mar 2017 - Mar 2021

  Built company's digital testing and optimization program, driving more than $30 million in incremental revenue during my tenure. Owned the setup, QA, launch and reporting for 120 tests annually using Adobe Target; included A|B|n, multivariate and experience targeting for all key marketing channels: direct mail, affiliates, paid search, email and organic. Delivered tens of thousands of new card accounts from testing and optimization, using funnel analysis, conversion rate data, UX research and competitive audits. Created all program documents and processes from the ground up, including the testing and optimization strategic roadmap, setup/QA/launch processes, test calendar, test briefs, stakeholder notifications and summary reports. Led the digital experimentation team, including the training and mentoring of the Sr. Manager of Digital Optimization, the Manager of Digital Optimization and the Digital Optimization Specialist. Wrote and presented strategy decks, test plans and quarterly reviews for C-suite leadership and program stakeholders. Show less



R&R Partners

• Belgium
• Real Estate

• Digital Strategist

  • Aug 2013 - Mar 2017

  Turned client goals into actionable, measurable digital strategies using Adobe Analytics, Google Analytics, primary/secondary research, UX trends and competitive audits. Owned the email strategy for flagship client, the Las Vegas Convention and Visitors Authority (LVCVA); deliverables included strategies for email subscriber acquisition, subscriber contact cadence and dynamic message content. Owned the testing strategy and roadmap for client's email program and main website, LasVegas.com; A|B and multivariate tests resulted in 10+% increase in email KPIs and leads delivered to ecommerce partner site. Created the digital strategy for LVCVA's major campaigns and website redesign; collaborated with Digital Media, Social, Creative and User Experience teams to ensure digital components integrated seamlessly into strategies. Wrote and presented strategy decks, briefs, testing plans and POVs to client and agency executive stakeholders. Show less



Caesars Entertainment Corporation

• Senior Internet Marketing Specialist

  • Jul 2010 - Aug 2013

  Managed extensive display advertising program for ten Las Vegas resorts, with $6 million in annual spend.Collaborated with digital agency of record to test and optimize display creative and publisher mix; efforts drove 10%+ growth in cash room bookings within ROAS targets.Contributed the digital strategy for high-profile online media campaigns, including the Caesars Palace Routinely Spectacular brand campaign, Caesars Palace Octavius Tower launch, and headline performer resident engagements; managed all campaigns, working with Traditional Media and Brand to ensure integration across channels.Primary contact for agency on the Las Vegas mobile and desktop SEM programs, with nearly $3 million in annual spend; worked with agency on search copy and landing page tests; represented Internet Marketing on SEO team. Show less

• Internet Marketing Specialist

  • Dec 2006 - Jun 2010

  After one year assisting 12-15 properties with their online marketing, gained responsibility for the company’s eleven resorts in Las Vegas, which generated more than $100 million in yearly online revenue.Directed internal client team on 500+ yearly targeted email deployments for the Las Vegas market; created e-mail benchmarks and testing roadmap for program.Analyzed data from e-mail service provider and Omniture SiteCatalyst to create e-mail benchmarks and testing road map for internal client team; trained and guided team in structuring and deploying tests.Managed extensive Las Vegas display advertising program; collaborated with agency to formulate and execute display tests.Managed the workload, training, and development of one direct report to ensure completion of multiple projects with competing deadlines. Show less



Hooters Casino Hotel

• United States
• Hospitality
• 100 - 200 Employee

• Marketing Manager

  • Feb 2006 - Dec 2006

  Accepted promotion that added database marketing responsibilities to internet marketing duties.Managed agency of record and print vendor in the design, printing, and mailing of all casino marketing pieces.Composed, edited, and proofread direct mail and print advertising copy.Queried, extracted, and segmented casino patron data from IGT system to create targeted mailing lists.

• Internet Marketing Manager

  • Mar 2005 - Feb 2006

  Led RFP process for creation of new Hooters Casino Hotel website; developed information architecture and managed content for entire site.Selected company's e-mail service provider; planned, executed, and tracked all e-mail and online media campaigns and promotions.Wrote company blog; wrote, edited, and proofread a variety of additional online content including website copy, e-mail subject lines and newsletters, and banner taglines.Using Dreamweaver and Photoshop, created HTML pages and display banners for Hooters Casino Hotel website and online media placements. Show less