Experience

Natural Cycles°

• Sweden
• Wellness and Fitness Services
• 1 - 100 Employee

• VP of Growth

  • May 2023 - Present

  New York City Metropolitan Area



EPC Consulting

• Australia
• Staffing and Recruiting
• 1 - 100 Employee

• Founder

  • Jan 2020 - Present

  New York City Metropolitan Area We specialize in digital performance marketing optimization, brand marketing, and digital transformations. We're ready to help you optimize your marketing mix, expand your customer base, create an agile testing framework, expand into new channels, & make your existing channels deliver to their fullest extent. With experience in paid search, email, paid social, SEO, display ads, influencer/affiliate marketing, video, native advertising, store marketing, & more, we're ready to help with… Show more We specialize in digital performance marketing optimization, brand marketing, and digital transformations. We're ready to help you optimize your marketing mix, expand your customer base, create an agile testing framework, expand into new channels, & make your existing channels deliver to their fullest extent. With experience in paid search, email, paid social, SEO, display ads, influencer/affiliate marketing, video, native advertising, store marketing, & more, we're ready to help with strategy and optimization projects in one or all of your channels. We also offer assistance creating marketing budget and forecasting documents that can be leveraged by marketers of any experience level. Show less



Casper

• Russian Federation
• Design Services

• Senior Director, Growth Marketing

  • Oct 2022 - May 2023

  New York City Metropolitan Area • Responsible for profitable acquisition of new customers through full-funnel digital & offline marketing tactics across paid social, paid search, paid shopping, display, YouTube, affiliates, partnerships, SEO, linear TV, OTT, terrestrial radio, streaming audio, podcasts, and OOH.

• Senior Director, Digital Marketing

  • Sep 2021 - Oct 2022

  New York City Metropolitan Area • Strategic leader of a team of four with a focus on profitable acquisition of new customers through full-funnel digital marketing tactics across paid social, paid search, paid shopping, display, video, affiliates, partnerships, and SEO • Pivoted digital marketing approach from bottom-funnel focused channels to a “performance branding” full-funnel media strategy to support the omnichannel business, scaling digital spend by +27% YoY with marginal efficiency impact • Created… Show more • Strategic leader of a team of four with a focus on profitable acquisition of new customers through full-funnel digital marketing tactics across paid social, paid search, paid shopping, display, video, affiliates, partnerships, and SEO • Pivoted digital marketing approach from bottom-funnel focused channels to a “performance branding” full-funnel media strategy to support the omnichannel business, scaling digital spend by +27% YoY with marginal efficiency impact • Created tailored marketing & media plans to support Ecommerce, Retail, & Wholesale in US & CA, inclusive of budget allocation, flighting, messaging, & creative strategies • Drove largest ecommerce revenue day in company history during Black Friday 2020, +11% to previous record • Grew organic site sessions +100% YoY via SEO strategy including content, on- & off-page SEO, & technical optimizations • Focused the digital media measurement approach on touchpoint incrementality across a highly complex customer journey • Completed a paid media agency evaluation & transition within a two-month span at the end of Q3, setting Casper up to have its most successful holiday event in company history

• Director, Digital Marketing

  • Aug 2020 - Sep 2021

  New York City Metropolitan Area



FULLBEAUTY Brands

• United States
• Retail Apparel and Fashion
• 500 - 600 Employee

• Director of Digital Marketing

  • Apr 2018 - Dec 2019

  New York City Metropolitan Area • Led digital transformation initiative alongside VP of Marketing, functioning as a key lead on overarching digital projects, while also managing the Roaman’s (2nd largest brand) and Ellos (only “digital-first” brand) digital marketing programs • Optimized the media mix for the Roaman’s brand away from exclusively bottom-of-funnel activity to a full-funnel approach, driving incremental revenue (+39%), new customers (+18%), and better ROAS (+6%) on a flat budget YoY in paid channels… Show more • Led digital transformation initiative alongside VP of Marketing, functioning as a key lead on overarching digital projects, while also managing the Roaman’s (2nd largest brand) and Ellos (only “digital-first” brand) digital marketing programs • Optimized the media mix for the Roaman’s brand away from exclusively bottom-of-funnel activity to a full-funnel approach, driving incremental revenue (+39%), new customers (+18%), and better ROAS (+6%) on a flat budget YoY in paid channels. • Created a net-new digital strategy for Ellos brand, driving +10% new customers in a single quarter, as well as first positive quarterly visit comp in over a year, +63%. • Launched first ever omni-channel marketing campaign for Roaman’s, resulting in +20% growth in brand awareness. • Implemented an agile email testing program for Ellos brand, driving +650bps CTO growth & +33% email demand YoY • Overhauled digital marketing channel reporting to provide accurate weekly, monthly, quarterly, & full-year comparisons for all 8 brands, leveraged by the C-team for a view into marketing effectiveness • Pioneered company-first digital performance forecasting & promotion planning processes, resulting in precise daily & monthly traffic, conversion, and AOV targets needed to achieve business goals across all brands. • Worked cross functionally with ecommerce, creative, merchant, planning, and print partners to create a more efficient end-to-end collaboration process across all brands, from monthly promotion planning to asset deployment Show less



J.Crew

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• Director of Digital Marketing

  • Nov 2016 - Apr 2018

  New York, NY • Drove digital revenue, site visits, and customer acquisition across marketing channels, including paid & natural search, email, social media, affiliates, and display • Led a team of four direct reports responsible for J.Crew and J.Crew International businesses, driving over 167m visits per year to jcrew.com, a +6% growth YOY • Implemented an agile testing initiative in the email channel, successfully reversing a traffic trend of -12% in 2016 to +7% growth in 2017, resulting in… Show more • Drove digital revenue, site visits, and customer acquisition across marketing channels, including paid & natural search, email, social media, affiliates, and display • Led a team of four direct reports responsible for J.Crew and J.Crew International businesses, driving over 167m visits per year to jcrew.com, a +6% growth YOY • Implemented an agile testing initiative in the email channel, successfully reversing a traffic trend of -12% in 2016 to +7% growth in 2017, resulting in +$66m in revenue growth in the channel within 9 months of launch • Collaborated with IT and Copy teams to launch content clouds on key category pages to boost natural search rankings, driving +$1m in incremental revenue and traffic increases of up to +60% • Developed quarterly promotional strategies in partnership with the CMO, CFO, & Financial Planning team, designed to drive increased customer response and maximize profit, which led to the most successful Cyber Week in company history • Created marketing plan & budget, deploying $32m across channels to optimize ROI as well as acquire new customers • Spearhead marketing analytics and insights reporting, providing C-team with a weekly view into marketing effectiveness

• Digital Marketing Manager

  • Sep 2015 - Nov 2016

  New York, NY • Managed email, natural search, and paid search channels, supported by one direct report • Improved email production efficiency by 30%, freeing up ten working hours per week to conduct deeper channel analysis • Launched J.Crew’s first personalized email template, replete with modules powered by subscriber location, browsing behavior, shopping cart status, & gender preferences, driving as much as an +80% increase in revenue per send • Initiated quarterly email program… Show more • Managed email, natural search, and paid search channels, supported by one direct report • Improved email production efficiency by 30%, freeing up ten working hours per week to conduct deeper channel analysis • Launched J.Crew’s first personalized email template, replete with modules powered by subscriber location, browsing behavior, shopping cart status, & gender preferences, driving as much as an +80% increase in revenue per send • Initiated quarterly email program performance evaluations with the Design and Copy teams to ensure the implementation of best practices and continued innovation within the channel • Partnered with merchants to ensure key categories were optimized for natural search to gain page rank & visibility • Revamped J.Crew Marketing’s entire budgeting process, creating more accurate performance forecasting tactics, efficient spend tracking, and new financial dashboards that were presented to C-level executives



Time Inc.

• United States
• Book and Periodical Publishing
• 700 & Above Employee

• Senior Manager, Digital Prospect Relationship Management

  • Feb 2015 - Sep 2015

  New York, NY • Enhanced segmented marketing campaigns through use of a DMP, allowing marketers to identify prime conversion prospects and target different audiences with tailored offers • Served as project lead for a multi-brand test campaign with $120k investment designed to assess the efficacy of social intelligence targeting technology in direct response marketing • Created bespoke customer personas for Time Inc. brands using behavioral, demographic, and past-purchase data •… Show more • Enhanced segmented marketing campaigns through use of a DMP, allowing marketers to identify prime conversion prospects and target different audiences with tailored offers • Served as project lead for a multi-brand test campaign with $120k investment designed to assess the efficacy of social intelligence targeting technology in direct response marketing • Created bespoke customer personas for Time Inc. brands using behavioral, demographic, and past-purchase data • Partnered with Brand Marketing teams to create customized paid content testing strategies and identify relevant KPIs • Assisted Marketing teams with advanced analytics and deep-dives into consumer behaviors via Omniture Discover

• Digital Marketing Manager, People Magazine

  • Sep 2013 - Feb 2015

  New York, NY • Managed a $15m marketing budget that encompassed SEM, display advertising, other paid media, email, social platforms, SEO, mobile marketing, insert cards, direct mail, and the People website • Generated over $32m in revenue across all business sources for People • Worked with senior management to develop and drive 2014 digital marketing strategy for the People brand, with a focus on substantially growing subscription revenue throughout all channels • Grew average… Show more • Managed a $15m marketing budget that encompassed SEM, display advertising, other paid media, email, social platforms, SEO, mobile marketing, insert cards, direct mail, and the People website • Generated over $32m in revenue across all business sources for People • Worked with senior management to develop and drive 2014 digital marketing strategy for the People brand, with a focus on substantially growing subscription revenue throughout all channels • Grew average subscription value by 10% in digital channels, generating $2.2m in incremental yearly revenue • Increased paid search subscription rates by 25% YOY at a higher subscription value through rigorous testing and optimization of our offer and positioning in the paid media space • Led a team of 8 designers, marketers, developers and operations staff to drive toward 200 digital tests per year goal across digital direct marketing channels • Liaised with Editors, Product teams, Ad Sales contacts, and Project Managers to ensure that Consumer Marketing efforts were prominently and fairly featured across all People digital properties • Partnered with business technology team to create new campaign management system that allows more accurate and timely reporting for marketers, while further reducing analysis time by up to 30% • Launched “Consumer Evolution” initiative that encompassed a new suite of subscription tiers and premium products, including a gated portion of the People.com website and a subscription gift box service • Performed complex, ad hoc business analysis at the request of senior management to provide key insights to C-level executives • Created custom reporting dashboards for the entire CM division that aggregated multiple data sources to regularly inform business decisions of the executive management team • Hired, trained, and managed 1 direct report • On-boarded and trained 7+ New Business teammates and superiors

• Associate Marketing Manager, People Magazine

  • Jan 2013 - Sep 2013

  New York, NY • Assisted in the management and development of People Magazine's digital marketing strategy, including paid search, mobile, email, social media platforms, and the people.com website • Supported the marketing manager during the annual budgeting process and expense projections for FY2013 • Pioneered new workflow optimization program for the marketing division that increased test frequency by over 200%, driving hundreds of thousands of dollars in incremental yearly revenue on People… Show more • Assisted in the management and development of People Magazine's digital marketing strategy, including paid search, mobile, email, social media platforms, and the people.com website • Supported the marketing manager during the annual budgeting process and expense projections for FY2013 • Pioneered new workflow optimization program for the marketing division that increased test frequency by over 200%, driving hundreds of thousands of dollars in incremental yearly revenue on People alone • Responsible for full spectrum of digital test implementation, including brainstorming of concepts, development of creative, technical specifications & functionality, tracking, and reporting • Used internal reporting tools, Omniture, and DART/DFP (DoubleClick for Publishers) to analyze tests, communicate results, and provide recommendations based on my findings • Managed People's SEM/Paid Media program and implemented a test agenda to drive toward 2013 goals • Successfully onboarded and trained two teammates to take over People direct mail program responsibilities

• Assistant Marketing Manager, People Magazine

  • Feb 2012 - Jan 2013

  New York, NY • Managed People Magazine's direct mail acquisition program, which reached approximately 20MM mailboxes annually throughout the United States and Canada • Balanced a $7MM budget, including fund allocation, monthly reconciliations, revenue forecasts, and bi-annual expense re-forecasting • Achieved multiple testing wins that not only drove the direct mail program forward, but also helped realize a yearly savings of over $20K through the discovery of synergies and… Show more • Managed People Magazine's direct mail acquisition program, which reached approximately 20MM mailboxes annually throughout the United States and Canada • Balanced a $7MM budget, including fund allocation, monthly reconciliations, revenue forecasts, and bi-annual expense re-forecasting • Achieved multiple testing wins that not only drove the direct mail program forward, but also helped realize a yearly savings of over $20K through the discovery of synergies and efficiencies. • Developed the testing strategy for over 20 direct mail campaigns and presented them to senior management for approval • Directed the creative processes and worked with designers, copywriters, and the legal department to produce mail pieces that were both effective and legally compliant • Worked with production houses and operational teams to ensure campaign timeliness, stock quality, printing quality, and the customer experience with the mail piece were on par with brand standards • Audited the entire direct mail program campaign by campaign to assess profitability levels, providing valuable insight into the health of the business • Worked closely with list brokers and internal database team to develop list strategy, create a proper list mix, audit list health, and ensure that the most favorable pricing was received



LexisNexis

• IT Services and IT Consulting
• 700 & Above Employee

• Global Customer Insights Analyst

  • Sep 2011 - Dec 2011

  New York, NY • Programmed and edited complex survey questionnaires that included scripting and logic functions using the Confirmit Enterprise Feedback Management tool for multiple countries within the LexisNexis International business • Designed and revised reports within Confirmit Reportal tool in order to help the Global Marketing team as well as upper-level management hear the voice of the customer in real-time • Functioned as a utility player for the Global Customer Insights team… Show more • Programmed and edited complex survey questionnaires that included scripting and logic functions using the Confirmit Enterprise Feedback Management tool for multiple countries within the LexisNexis International business • Designed and revised reports within Confirmit Reportal tool in order to help the Global Marketing team as well as upper-level management hear the voice of the customer in real-time • Functioned as a utility player for the Global Customer Insights team, assisting all team members in the completion of customer insights projects and creation of reports for presentation to international clients • Demonstrated research and analytical skills by evaluating potential survey software vendors and preparing a detailed presentation of key features and recommendations, based on web demos and correspondence with vendors Show less



Greek DJ Services

• Canada
• Entertainment Providers

• Partner/Disc Jockey

  • Oct 2009 - May 2011

  Newark, DE • Created and implemented a successful business plan for a music entertainment service on the University of Delaware campus catering to Greek life as well as other Registered Student Organizations • Responsible for marketing, booking, accounting, and purchasing functions of the business, ensuring that all resources were used efficiently and that the company image was presented in a professional manner at all times • Arranged various pro bono bookings for charity events such as Mr.… Show more • Created and implemented a successful business plan for a music entertainment service on the University of Delaware campus catering to Greek life as well as other Registered Student Organizations • Responsible for marketing, booking, accounting, and purchasing functions of the business, ensuring that all resources were used efficiently and that the company image was presented in a professional manner at all times • Arranged various pro bono bookings for charity events such as Mr. Fraternity Fundraiser, Pie-a-Greek, and Lion’s Share fundraisers; worked with various organizations in promoting the event and creating a positive atmosphere for attendees Show less