VP Marketing -- Digital Marketing, eCommerce and Marketing Strategy Consultant

• 2012 - Present

I advise senior leaders and C-suite executives in digital, e-commerce, and multi-channel marketing strategy, customer acquisition, relationship and retention marketing. Whether that involves streamlining operations, developing strategies and campaigns, or developing road maps to launch units and then build out the digital (and integrated) marketing plans, what I do is take a strategic approach to simplifying complex marketing strategies and make them seem seamless to acquire customers and gain… Show more I advise senior leaders and C-suite executives in digital, e-commerce, and multi-channel marketing strategy, customer acquisition, relationship and retention marketing. Whether that involves streamlining operations, developing strategies and campaigns, or developing road maps to launch units and then build out the digital (and integrated) marketing plans, what I do is take a strategic approach to simplifying complex marketing strategies and make them seem seamless to acquire customers and gain market share. Just a few samples to encapsulate how I’ve helped clients: • I’ve launched a global e-commerce unit of a previous brick-and-mortar only luxury durable goods business in 45 days beating benchmarks. In doing so, I led operations, developed annual campaign and merchandising calendars, brand positioning, media, and marketing calendars with creative and content strategy and direction along with budgets and projections. • I’ve authored resource requirements for a leading Pacific Rim lingerie and fashion retailer for its multi-channel US flanker brand launch. To better enable the launch and build out the business, I compiled and consumer and industry research to identify key multi-channel behavioral shopping patterns and created user personas for key target segments thus impacting omni-channel marketing, merchandising and operational strategies. • I’ve advised several boutique digital agencies on how to improve streamline operations or enhance how they position their services (online as well as developing sales collateral). For example, I built an operational infrastructure for an e-commerce agency with client intake guides, creative brief templates, training documentation, website audit and optimization guides, resource development documents, media plan set up guides and templates and project calendar template to streamline processes, run agency operations, and create overall efficiencies. I reduced a 90-day onboarding process to less than 60 days. Show less I advise senior leaders and C-suite executives in digital, e-commerce, and multi-channel marketing strategy, customer acquisition, relationship and retention marketing. Whether that involves streamlining operations, developing strategies and campaigns, or developing road maps to launch units and then build out the digital (and integrated) marketing plans, what I do is take a strategic approach to simplifying complex marketing strategies and make them seem seamless to acquire customers and gain… Show more I advise senior leaders and C-suite executives in digital, e-commerce, and multi-channel marketing strategy, customer acquisition, relationship and retention marketing. Whether that involves streamlining operations, developing strategies and campaigns, or developing road maps to launch units and then build out the digital (and integrated) marketing plans, what I do is take a strategic approach to simplifying complex marketing strategies and make them seem seamless to acquire customers and gain market share. Just a few samples to encapsulate how I’ve helped clients: • I’ve launched a global e-commerce unit of a previous brick-and-mortar only luxury durable goods business in 45 days beating benchmarks. In doing so, I led operations, developed annual campaign and merchandising calendars, brand positioning, media, and marketing calendars with creative and content strategy and direction along with budgets and projections. • I’ve authored resource requirements for a leading Pacific Rim lingerie and fashion retailer for its multi-channel US flanker brand launch. To better enable the launch and build out the business, I compiled and consumer and industry research to identify key multi-channel behavioral shopping patterns and created user personas for key target segments thus impacting omni-channel marketing, merchandising and operational strategies. • I’ve advised several boutique digital agencies on how to improve streamline operations or enhance how they position their services (online as well as developing sales collateral). For example, I built an operational infrastructure for an e-commerce agency with client intake guides, creative brief templates, training documentation, website audit and optimization guides, resource development documents, media plan set up guides and templates and project calendar template to streamline processes, run agency operations, and create overall efficiencies. I reduced a 90-day onboarding process to less than 60 days. Show less

Director Ecommerce Marketing

• 2021 - 2022

Head of Digital Marketing - Professional

• 2017 - 2018

I led strategic and operational consumer (B2C) and business-to-business (B2B) digital marketing initiatives for print and digital books and subscription platforms. I spearheaded a data-driven approach to digital campaign planning and delivery with a focus on merging audience segmentation with product marketing as well as created media plans and projections to optimize spend, growth and ROI. I led strategic and operational consumer (B2C) and business-to-business (B2B) digital marketing initiatives for print and digital books and subscription platforms. I spearheaded a data-driven approach to digital campaign planning and delivery with a focus on merging audience segmentation with product marketing as well as created media plans and projections to optimize spend, growth and ROI.

Director of Marketing

• 2014 - 2015

As Director of Marketing of NUMARI (a bespoke women’s fashion start-up), I developed media and marketing plans and forecasts; provided marketing infrastructure. I oversaw online acquisition, brand marketing, e-mail marketing, affiliate marketing, social media, and Customer Relationship Management (CRM). After redesigning the website to enable a better user experience and drive conversion, I increased site visitors 69.7%, revenue 45.5% in 30-day period. I created NUMARI’s first formal… Show more As Director of Marketing of NUMARI (a bespoke women’s fashion start-up), I developed media and marketing plans and forecasts; provided marketing infrastructure. I oversaw online acquisition, brand marketing, e-mail marketing, affiliate marketing, social media, and Customer Relationship Management (CRM). After redesigning the website to enable a better user experience and drive conversion, I increased site visitors 69.7%, revenue 45.5% in 30-day period. I created NUMARI’s first formal marketing plan and promotional calendar with projections and benchmarks and achieved a customer acquisition cost (CAC) of $23 with an average order of more than $200. NUMARI was an upstart fashion brand with a focus on custom-tailored designs for the style-savvy professional woman. A brand created for women by women and inspired by the notion: as every woman is unique, a personal sense of style should reflect in her clothing choices. Featuring a collection of minimalist design dresses, in an array of colors and custom sizing, NUMARI was aiming to reinvent the way women shop for clothes and a mission I was honored to be a part of (Unfortunately expected funding needed for further investment and to take the business to the next level did not materialize and after painstaking deliberation, the founder decided to cease operations). Show less As Director of Marketing of NUMARI (a bespoke women’s fashion start-up), I developed media and marketing plans and forecasts; provided marketing infrastructure. I oversaw online acquisition, brand marketing, e-mail marketing, affiliate marketing, social media, and Customer Relationship Management (CRM). After redesigning the website to enable a better user experience and drive conversion, I increased site visitors 69.7%, revenue 45.5% in 30-day period. I created NUMARI’s first formal… Show more As Director of Marketing of NUMARI (a bespoke women’s fashion start-up), I developed media and marketing plans and forecasts; provided marketing infrastructure. I oversaw online acquisition, brand marketing, e-mail marketing, affiliate marketing, social media, and Customer Relationship Management (CRM). After redesigning the website to enable a better user experience and drive conversion, I increased site visitors 69.7%, revenue 45.5% in 30-day period. I created NUMARI’s first formal marketing plan and promotional calendar with projections and benchmarks and achieved a customer acquisition cost (CAC) of $23 with an average order of more than $200. NUMARI was an upstart fashion brand with a focus on custom-tailored designs for the style-savvy professional woman. A brand created for women by women and inspired by the notion: as every woman is unique, a personal sense of style should reflect in her clothing choices. Featuring a collection of minimalist design dresses, in an array of colors and custom sizing, NUMARI was aiming to reinvent the way women shop for clothes and a mission I was honored to be a part of (Unfortunately expected funding needed for further investment and to take the business to the next level did not materialize and after painstaking deliberation, the founder decided to cease operations). Show less

VP Marketing

• 2010 - 2013

I was part of a founding team and served as a partner and Vice President to launch the business and provide marketing infrastructure. I designed short-and longer-term marketing plans, systems, forecasts and budgets to launch and grow Home Décor Express strategically and cost effectively. We launched the e-commerce website in three months comprising over 5000 SKUS, 25 vendor lines and 125 product categories (nine major categories comprising of numerous subcategories) and grew business… Show more I was part of a founding team and served as a partner and Vice President to launch the business and provide marketing infrastructure. I designed short-and longer-term marketing plans, systems, forecasts and budgets to launch and grow Home Décor Express strategically and cost effectively. We launched the e-commerce website in three months comprising over 5000 SKUS, 25 vendor lines and 125 product categories (nine major categories comprising of numerous subcategories) and grew business to over 15,000 SKUS with a sales growth rate at nearly 20 % per month. We were profitable in under seven months. Show less I was part of a founding team and served as a partner and Vice President to launch the business and provide marketing infrastructure. I designed short-and longer-term marketing plans, systems, forecasts and budgets to launch and grow Home Décor Express strategically and cost effectively. We launched the e-commerce website in three months comprising over 5000 SKUS, 25 vendor lines and 125 product categories (nine major categories comprising of numerous subcategories) and grew business… Show more I was part of a founding team and served as a partner and Vice President to launch the business and provide marketing infrastructure. I designed short-and longer-term marketing plans, systems, forecasts and budgets to launch and grow Home Décor Express strategically and cost effectively. We launched the e-commerce website in three months comprising over 5000 SKUS, 25 vendor lines and 125 product categories (nine major categories comprising of numerous subcategories) and grew business to over 15,000 SKUS with a sales growth rate at nearly 20 % per month. We were profitable in under seven months. Show less

Vice President, Marketing

• 2009 - 2010

I was hand-picked as Vice President of an e-commerce (home fashions slipcover) company resulting from a venture capital acquisition of a firm that had lost a significant percent of its sales in prior six-month period to balance immediate crisis issues and turn the situation around. I built a comprehensive brand and marketing strategy to differentiate the organization against its dominant competitor. I repositioned the company as “fashion for your furniture” with campaigns, creative… Show more I was hand-picked as Vice President of an e-commerce (home fashions slipcover) company resulting from a venture capital acquisition of a firm that had lost a significant percent of its sales in prior six-month period to balance immediate crisis issues and turn the situation around. I built a comprehensive brand and marketing strategy to differentiate the organization against its dominant competitor. I repositioned the company as “fashion for your furniture” with campaigns, creative, content and UX to support the positioning. I found that was essential in turning around the company and acquiring new customers in a relatively short time frame. The results: within six months, I increased sales 28%, reduced costs 8% while increasing average order 15%. In my first 90 days, I more than doubled the number of search impressions, increased site visits over 13% and more than doubled the number of average page views. Along with the product development group in creating state of the art upholstery grade fabrics that were washable but also look and felt like suedes and leathers, I Introduced a merchandising product plan with corresponding internet media (i.e. email, social marketing, display and search campaigns). In just a few short months, those new products accounted for approximately 15% sales. Additionally, I produced partner and affiliate presentations creating interest from major web retailers, suppliers and affiliates including JC Penney, Wayfair, and Overstock. Ultimately, the private equity group sold the company as a "fix and flip" initiative. Show less I was hand-picked as Vice President of an e-commerce (home fashions slipcover) company resulting from a venture capital acquisition of a firm that had lost a significant percent of its sales in prior six-month period to balance immediate crisis issues and turn the situation around. I built a comprehensive brand and marketing strategy to differentiate the organization against its dominant competitor. I repositioned the company as “fashion for your furniture” with campaigns, creative… Show more I was hand-picked as Vice President of an e-commerce (home fashions slipcover) company resulting from a venture capital acquisition of a firm that had lost a significant percent of its sales in prior six-month period to balance immediate crisis issues and turn the situation around. I built a comprehensive brand and marketing strategy to differentiate the organization against its dominant competitor. I repositioned the company as “fashion for your furniture” with campaigns, creative, content and UX to support the positioning. I found that was essential in turning around the company and acquiring new customers in a relatively short time frame. The results: within six months, I increased sales 28%, reduced costs 8% while increasing average order 15%. In my first 90 days, I more than doubled the number of search impressions, increased site visits over 13% and more than doubled the number of average page views. Along with the product development group in creating state of the art upholstery grade fabrics that were washable but also look and felt like suedes and leathers, I Introduced a merchandising product plan with corresponding internet media (i.e. email, social marketing, display and search campaigns). In just a few short months, those new products accounted for approximately 15% sales. Additionally, I produced partner and affiliate presentations creating interest from major web retailers, suppliers and affiliates including JC Penney, Wayfair, and Overstock. Ultimately, the private equity group sold the company as a "fix and flip" initiative. Show less

Marketing and Vertical Development Manager

• 2007 - 2008

Exchange Place was the first online pay-per-lead qualification and bidding system performance advertising platform to originate and deliver qualified and verified consumer buyer leads in real time for a variety of goods and services. I led brand, marketing, content and product initiatives for the launch of Exchange Place’s consumer facing marketplace and online education website. I developed lead generation and local market strategies for consumer and B2B targets. Moreover, I served as… Show more Exchange Place was the first online pay-per-lead qualification and bidding system performance advertising platform to originate and deliver qualified and verified consumer buyer leads in real time for a variety of goods and services. I led brand, marketing, content and product initiatives for the launch of Exchange Place’s consumer facing marketplace and online education website. I developed lead generation and local market strategies for consumer and B2B targets. Moreover, I served as interim project manager for the development of the consumer marketplace for Exchange Place product. I authored business requirements, managed the relationship with outside technology vendor and led an internal cross-functional team of nine spanning sales, creative, product, and IT. Under my direction we accomplished more in a six-month time frame than the entire group accomplished in the previous full year all within budget. Show less Exchange Place was the first online pay-per-lead qualification and bidding system performance advertising platform to originate and deliver qualified and verified consumer buyer leads in real time for a variety of goods and services. I led brand, marketing, content and product initiatives for the launch of Exchange Place’s consumer facing marketplace and online education website. I developed lead generation and local market strategies for consumer and B2B targets. Moreover, I served as… Show more Exchange Place was the first online pay-per-lead qualification and bidding system performance advertising platform to originate and deliver qualified and verified consumer buyer leads in real time for a variety of goods and services. I led brand, marketing, content and product initiatives for the launch of Exchange Place’s consumer facing marketplace and online education website. I developed lead generation and local market strategies for consumer and B2B targets. Moreover, I served as interim project manager for the development of the consumer marketplace for Exchange Place product. I authored business requirements, managed the relationship with outside technology vendor and led an internal cross-functional team of nine spanning sales, creative, product, and IT. Under my direction we accomplished more in a six-month time frame than the entire group accomplished in the previous full year all within budget. Show less