Experience

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  PANORAMA/TRAVEL + LEISURE

  • Orlando, Florida, United States

  • Director of Marketing, Panorama Travel Solutions (a division of Travel + Leisure)

    • Nov 2019 - Feb 2022
    • Orlando, Florida, United States

    •Cultivated and grew a team of marketing professionals (from 4-7) over the past 1.5 years to support a rapidly expanding travel division growing from 2 to 7+ uniquely branded web sites (B2C & B2B2C) and 4+ B2B2C custom/white label branded sites (during peak COVID conditions).•Develop and execute detailed marketing plans by brand for 2021 to drive to $20M+ in annual revenues, forecast to deliver over 160K new member registrations (at 90% over plan), and exceed Ebitda goals by $2+M for the year, with $2.2M in marketing media expense.•Plan, execute and optimize marketing plans across all media – both digital and print, to drive optimal revenue and margin returns by brand, utilizing Google Analytics, Data Studio, Power BI and other ad hoc reporting.•Oversee the development of all marketing communications and content to support all web sites, email, PR, social media, digital media placements and marketing events for B2C & B2B2C marketing.•Create and execute the marketing strategies for timeshare and non-timeshare brands with acquisition and retention marketing plans to deliver results on new member registrations, product purchases and subscription/membership upgrades and renewals.•Collaborate with the Brand team in developing and executing the branding strategy for 3 brand relaunch/launches and create and implement the marketing strategy, including monthly plan goals by channel and key metric.•Seamlessly work across Web Development, Data Management, Finance, Analytics, Brand & Operations to achieve marketing goals.•Collaborate and align with marketing efforts in the Europe and LATAM regions to support the marketing initiatives for The Registry Collection and help develop the template needed to support a global infrastructure for email journeys across brands.•Strategically rebuilt the marketing affiliate programs and supporting the sales team with affiliate contract negotiations, reporting and B2B2C advertising, driving over 100% growth YOY in new member sign ups

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  Sears Home Improvement Products

  • Longwood, FL

  • Sr. Director of Marketing, Sears Home Services

    • Jan 1997 - Aug 2019
    • Longwood, FL

    Position history with Sears: TV & Print Mgr-1997, Marketing Mgr-1999, Director of Marketing-2004, Director of Marketing, Home services (SHS) 2008, Sr. Director of Marketing, SHS-2017.• Strategically managed Sears Home Improvement direct marketing campaigns to drive revenue from $40 million (M) to over $780M in a 10 year span.• Developed and grew a lead aggregator program from scratch to a $102M program, including negotiating contracts with varied payout models (cost per lead/appointment/sale) across 12 key vendors.• Created and implemented phased marketing plans for 5 new major Home Improvement product launches while maintaining revenue goals for the 6 existing product lines.• Through detailed margin analysis and forecast modeling, reduced Sears Parts Direct digital marketing program’s Year over Year (YOY) ad to sales ratio by 30% while maintaining revenues.• Continuous forecast adjustments, including SEO/SEM, affiliates, online display, email, print and direct mail programs, to align to market level sales staffing capacity and product revenue and margin goals, across 2 business units. • Coordinated internal IT and lead external database vendors in running modeled direct mail programs of over 90M pieces annually, and developing trigger email and lead nurturing programs.• Instrumental in establishing and rolling out creative to support 8 new brand launches across 2 businesses• Trained and developed a team of 18 marketing and analytics professionals, across 6 locations, with average tenure of over 4 years each.• Led the efforts to be more locally centric with a revamp of the field marketing programs and execution of 600 Google My Business local and Yelp pages.

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  WOMX Radio

  • Director of Marketing

    • 1995 - 1996

    • Created 50 annual promotional programs to support a B2B sales team with varying degrees of sponsorship and levels of on air media buys available for their clients.• Managed the Promotions Department consisting of 5-6 part-time and full time people and oversaw the training and development of 4-6 college interns to manage 4-8 weekly events.• Led all TV and print production and placement and wrote promotional and PSA copy for on-air use.• Established a listener database of 45,000+ records, enabling us to have engaged listener communications.

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  Orlando Fashion Square

  • Marketing Director

    • 1990 - 1995

    • Developed and managed $1M dollar marketing budget covering all media and print costs• Managed, trained and developed a 3 person marketing department• Oversaw the production and negotiated the placements of all TV, print and radio advertising• Completely responsible for the entire production of 2 annual fashion catalogs supporting the mall stores• Directed the Merchant’s Association Board Meeting and coordinated regular communication with the mall tenants• Negotiated and executed lease conversions for dated media and advertising clauses