VP, Digital Products

• Aug 2023 - Present

Senior Director, Direct to Consumer Channel Strategy

• Mar 2022 - Jan 2023

Strategic and marketing lead for DTC division of the nation’s leading provider of home services solutions, coordinating marketing and technical teams to meet customer acquisition and CAC goals.Achieved significant YoY reduction in CAC for new home warranty policies through optimizations in digital paid media, direct mail campaigns and A/B testing.

Director, Digital Marketing / Corporate Rebranding Lead

• Mar 2017 - Mar 2022

Enterprise-wide digital strategy and new brand rollout, with emphasis on DTC marketing launch and expansion, including direct oversight of all websites and digital channels, plus supervision of agencies and direct reports.• Launched new Cinch Home Services brand and e-commerce site in the direct to consumer home warranty space, and continued growth marketing to build the channel. o Provided day-to-day direction to digital agency and email agency, plus team of 5 direct reports, to execute digital and corporate strategies. o Managed online reputation by establishing direct relationships with 5+ home warranty review sites.• Led corporate rebranding initiative (working directly with CMO) to rename and consolidate multiple corporate entities and product brands into a single, modern digital presence: o Led RFP process to select Digital Agency of Record. Met frequently with C-suite to present and obtain approvals for digital branding strategy, product architecture and website design. o Provided daily direction to agency’s paid media, SEO and UX teams to develop launch strategy. o Directed website launch, collecting and prioritizing business requirements from stakeholders throughout the organization. Managed content creators, approved technical requirements and conducted user acceptance testing for all website features. o Oversaw creation of new photo, video, social, blog and SEO content; and launch of 4 social media channels (Facebook, Instagram, YouTube, LinkedIn). Show less

Director of Marketing, Direct to Consumer - TotalProtect Home Warranty Brand

• Oct 2014 - Feb 2017

Reporting to SVP/GM of new Direct to Consumer channel, was responsible for the execution of the DTC marketing strategy across online and offline channels and management of digital marketing budget. Successfully reduced average CPA by 32% over 12 months through media and call center optimization.• Provided daily direction to full-service digital agency, SEO/social content creation firm and specialty affiliate agency.• Managed integrated marketing programs across direct mail, digital and call center channels.• Maintained weekly contact with call center management to evaluate inbound and outbound conversion rates and identify areas for improvement.• Prioritized all web development efforts, working closely with Scrum Master, Business Analyst and Director of Development. Approved all business and technical requirements for ongoing enhancements to e-commerce site.• Oversaw redesign and relaunch of corporate website to better showcase various lines of business and achieve a responsive, contemporary design. Show less

Sr. Manager, Online Marketing

• Nov 2011 - Oct 2014

Reported to the Director of E-commerce. Responsible for developing web strategies including blog and social content, email, lead nurturing and reputation management, as well as management of 5+ websites.• Provided direction to digital design firm, internal IT team and external web development agency to plan, implement and launch the company’s first ecommerce site, www.totalprotect.com, going from concept to launch in 6 months.• Collaborated with digital agency to execute SEO strategy.• Led Online Reputation Management RFP, selecting a firm to cleanup, rebuild and protect 5 company and product brands across 10+ social media, review and blog sites.• Provided online strategy recommendations and operational support to multiple business units, launching an average 5 campaigns per month. Show less

Digital Audience Editor

• Jan 2011 - Nov 2011

Played a key role in developing The Post's digital strategy, with increased focus on daily and hourly use of real-time analytics and digital audience insights to drive traffic to breaking news on PalmBeachPost.com. Also worked with Executive Management, Editors, Advertising Directors and Marketing Director to grow local audience and revenue through search, email and mobile strategies for news, entertainment, sports and classifieds products. Managed PPC campaigns and provided guidance to all departments on email and search best practices. Show less

Digital Audience Director

• Aug 2008 - Jan 2011

Led launch marketing and brand development for 5+ new web sites, plus ongoing branding for the flagship site PalmBeachPost.com. Developed various email newsletter and mobile news services. Tracked audience and site traffic growth and identified opportunities to increase market reach and advertising revenue.