Experience

• 

  E-Commerce, Customer Analytics, Digital & Direct Marketing and Information Technology

  • Boston, MA

  • Strategic Marketing Operations Consultant

    • 2011 - Present
    • Boston, MA

    Currently, I provide digital marketing, direct marketing, analytic, and information technology expertise to portfolio companies including startups to global multinationals. Multichannel retail and CPG clients count on me to design, develop, and implement ROI-focused E-Commerce, circulation, online marketing, analytic and IT strategies that drive top and bottom line growth. The solutions I produce and manage create measurable marketing campaigns across online and offline demand sources, driving customer acquisition and support customer retention and generate data-driven analytic insights used for strategic business planning.My foremost achievements include:» 2nd Time Around, the largest privately owned retail apparel consignment company: At 2nd Time Around I provide Marketing and IT Consulting Services including launching a successful E-Commerce site, developing and deploying a marketing database and marketing automation solution and designing an analytic framework producing over hundred monthly reports from various data sources. During my tenure with the organization, we have successfully developed a transactional email program and grown the email list over 9xs while achieving a retail email capture rate of 52% of transactions at point-of-sale. » Sherrill, Inc., the leading distributor of gear for the arborist industry: At Sherrill, I provide E-Commerce and Direct Marketing Consulting Services including effectively designing and deploying an effective CRM database which was leveraged to more than double revenue growth. Moreover, I created transactional emails through new email service provider and grew the firm’s return on advertising spend (ROAS) paid search 60% utilizing product listing ads and retargeting. Lastly, I developed an analytic framework, providing visibility to the customer lifecycle by region, device type and demand source, resulting in a notable customer acquisition growth.

• 

  Dancing Deer Baking Company

  • Boston, MA

  • Vice President, Direct-to-Consumer Marketing

    • Nov 2006 - 2011
    • Boston, MA

    In this role, I designed, developed and managed a customer-focused direct-to-consumer E-Commerce strategy for a Boston-based bakery. Effective at driving customer retention and acquisition using email marketing, internet marketing, social media, analytics, creative services, database operations, call center operations, I developed and managed marketing operations. Moreover, I functioned as Interim Chief Information Officer, with responsibility for the enterprise-wide information technology strategies, infrastructure, and upgrades. My foremost achievements include:» Leadership of P & L achieving a dynamic revenue improvement in company’s Direct-to-Consumer channel» Designed and installed an analytic framework enhancing visibility to custom insights such as retention, segmentation behavior, acquisition costs, ROI, web site metrics and productivity driving key marketing strategy, execution, measurement and business decisions» Integrated e-mail, direct mail, and online consumer campaigns that more than doubled customer acquisitions and drove a substantial increase in client retention annually» Optimized paid search and affiliate networks generating a volume increase at one-third prior year’s acquisition cost» Developed and managed enterprise-wide IT systems upgrades comprising a multichannel E-Commerce order entry, processing, fulfilment, accounting and support system for the holiday season; system credited for generating over one-third YOY increase in annual volume over 3-week holiday timeframe

• 

  Grand Circle Corporation

  • Boston, MA

  • Senior Vice President, Relationship Marketing

    • Jan 2005 - May 2006
    • Boston, MA

    In this role, I directed an 85-person marketing team focused on demand generation that grew renewals through direct marketing, print, internet marketing, creative services, analytics, and reporting. Recognized for designing a low-spend personalized, direct mail campaign that generating millions in sales revenues, my attention was always geared towards the development and execution of optimizing marketing investments to the most profitable customer segments based on ROI which delivered high yield revenue increases for the key product lines.

• 

  Retail Brand Alliance

  • Enfield, CT

  • Vice President, Strategic Marketing

    • Aug 1999 - Dec 2004
    • Enfield, CT

    In this role, I transformed a leading retail and apparel business with a portfolio including Brooks Brothers, Casual Corner Group, Adrienne Vittadini and Carolee to a state of the art E-Commerce / digital marketing platform. This included unifying the customer database across all brands which effectively provided a single customer view through optimized analytics data. With full P & L accountability for a large annual revenue and multi-million-dollar credit card portfolio across all brands, I led a 45-person business unit focused on direct marketing, E-Commerce and catalog marketing. Most notably, I assisted the organization with the change management program consolidating and integrating various disparate E-Commerce groups into one cohesive, collaborative team.

• 

  Luxottica Group

  • Port Washington, NY

  • Director, Desktop Applications

    • Aug 1995 - Aug 1999
    • Port Washington, NY

    Recruited to a premium eyewear and optical company, I designed and developed E-Z Frame, a large-scale Optical Practice Management System that managed patient records, appointment scheduling, lens calculations and inventory control and was provided to clients as an incentive upgrade with a regular product purchase. In this role, I led application planning, development, marketing, budgeting and launch including directing a 15-person team with responsibility for the application development, implementation, management, and call center support.

• 

  Frames Data

  • Irvine, CA

  • Director Electronic Services

    • 1989 - 1995
    • Irvine, CA

    In this role, I migrated the firm from a print to a digital wholesale product catalog including the design and development of all aspects of the online subscription-based product information service. The project achieved a dynamic improvement in revenue, positioning the company for acquisition. Moreover, during the process, I designed a proprietary bar coding model for eyeglass frames that was submitted for patent and adopted as a standard across the industry.