Professional History

RESPONSIBILITIES

Built the digital marketing infrastructure for the nation’s largest independently owned dental distributor, leading strategy, MarTech, lifecycle marketing, paid media, e-commerce, analytics and team development.

• Developed Benco’s first lifecycle marketing strategy, establishing the foundation for more automated, data-driven customer engagement.

• Overhauled the HubSpot email marketing program using automated segmentation based on customer lifecycle-stage data, increasing open rates from 10% to 18% and driving a 19% year-over-year lift in email revenue.

• Increased paid media traffic by 68% and revenue by 30% year over year through channel expansion, customer segmentation, performance-driven bidding, creative testing and landing-page optimization.

• Optimized Benco Dental's website and landing pages to support both the Benco sales force and the B2B audience, leading to a 25% improvement in conversion rates and enhanced user experience.

• Created integrated KPI dashboards in Google Looker Studio to improve performance visibility, optimization and executive decision-making.

• Led the transition to a new headless CMS, Contentstack, unifying the branded and ecommerce websites into a single user-centric UI/UX experience.

• Directed Benco's organic social media strategy, achieving a 14% growth in followers and a 25% lift in engagement across LinkedIn, Facebook, and Instagram within 10 months.

• Built an internal team of marketing SMEs coupled with recruitment of external agency partners to produce high-impact campaigns across a breadth of marketing channels to enhance brand visibility and engagement.

• Implemented SEO strategies that increased organic search traffic by 10% year over year by improving keyword rankings and securing top-tier positions.

• Expanded Benco's brand presence on the U.S. West Coast, using regional audience targeting to drive ~8K new users at a $2 ROI in under one month. 

RESPONSIBILITIES

Led acquisition, lead generation, retention, CRM automation, and digital marketing strategy for a nationwide medical aesthetics brand, scaling the number of studios from 3 to 18 locations in the first year.

• Leveraged the customer database to execute AI-driven reactivation campaigns that generated a 5% reactivation rate among lapsed customers within two months.

• Deployed automated weekly email programs in Zenoti and paired them with custom paid-social audiences based on recency of studio visits, increasing CTR by 20% and doubling repeat visits in under six months.

• Created and executed custom digital acquisition growth strategies based on unique addressable market characteristics designed to increase new customer leads, revenue, and overall studio growth. Improvements resulted in a 13% increase in leads and a 5% increase in overall revenue while cutting CPA by 20%.

• Hired and directed an external agency, with an expertise in healthcare, to assist in driving the digital strategy and ensuring budget and CPL/CAC targets are achieved.

• Established the SEO strategy and execution for the mychapter.com website.  Strategy execution included title tags and meta description organization, schema, the development of a canonical strategy and generating an on-site content strategy that included a comprehensive blog.

• Managed all daily site changes across three site platforms using Shopify, Contentful and Zenoti (onsite appointment booking). Directed internal shared IT teams on any development work that was required.

• Built a custom digital marketing scorecard to present regular performance insights and strategic recommendations to the executive team.

Senior Director of Marketing & E-commerce

On Campus Marketing, LLC   

2020 - 2022             Ewing, NJ

RESPONSIBILITIES

Led the DTC marketing transformation for three e-commerce websites featuring college-branded products, overseeing digital strategy, UI/UX, campaign execution, vendor management, analytics, customer acquisition, and P&L across more than 900 microsites.

• Launched a student ambassador program that recruited 1,500 ambassadors in three months, generating scalable user-generated content for social, display, and digital campaigns. 

• Built a comprehensive, multi-part SMS/MMS and email acquisition and retention automation program in Listrak that helped grow site traffic by 57%, revenue by $3Million and increased ROI by $3 year over year.

• Built a digital marketing team to assist with the execution of SEO, customer segmentation and acquisition, site operations, UI/UX, and e-commerce growth to support the overall digital strategy.

• Tested emerging acquisition channels including TikTok and Podcast advertising, exceeding industry click-through benchmarks by 5%.

• Owned creative and branding strategy across all e-commerce properties and partnered cross-functionally with IT, Operations, Sales, and Merchandising to drive overall business goals.

RESPONSIBILITIES

Led multi-channel customer acquisition strategies for JetBlue and Lufthansa co-branded credit card partnerships, overseeing audience targeting, campaign strategy, digital acquisition, performance optimization, and partner execution.

• Repurposed TV creative into a YouTube acquisition program using 6-, 15-, and 30-second formats that generated 2,000 credit-card account sign-ups in under one month, becoming the largest channel driver.

• Developed omni-channel acquisition strategies using first- and third-party data through Acxiom/LiveRamp and Adobe Audience Manager to build targeted audiences, retargeting segments, and lookalike audiences, improving media-spend efficiency.

• Owned creative, UI/UX, offer strategy, A/B testing strategies through Adobe Test & Target and landing-page/microsite development for JetBlue and Lufthansa partnerships.

• Managed agency and vendor relationships across paid media, creative, and analytics.

RESPONSIBILITIES

Led the entire marketing function for a historic sock manufacturer, directing tradeshow marketing development, sales team collateral, and brand development. Created the company's first direct-to-consumer marketing strategy, integrating the new B2C channel with the existing traditional B2B wholesale business model.

• Managed a $10M P&L across five DTC websites and an Amazon marketplace channel.

• Directed an email marketing lifecycle strategy, driving a 57% increase in traffic and 22% year-over-year revenue growth.

• Built and optimized a comprehensive SEM program for both B2C and B2B channels, including daily bid management and performance analysis in Google Ads.

• Led the replatforming of all brand websites to Magento 2, enabling five distinct sock brands to operate via individual subdomains under a unified domain structure with one cart checkout.

• Managed B2B wholesale marketing support, including a state-of-the-art eCommerce ordering platform, tradeshow and sales team collateral, and creation of 12 catalogs annually.

• Directed the implementation of a new ERP system across the organization, coordinating efforts in marketing, merchandising, operations, and finance.

RESPONSIBILITIES

Managed the digital acquisition strategy, execution, optimization, reporting, and P&L across a portfolio of 14 apparel brands, managing a $30 million annual digital marketing spend.

• Led a team of analysts and vendors to help execute the digital acquisition strategy across SEO, PLA, SEM, Affiliate, Comparison Shopping Engines, and digital display programs, ensuring the strategic focus for all 14 brands was successfully maintained. 

• Increased site traffic 49% and sales 19% year over year through paid acquisition channel optimizations while increasing conversion rates by 7%. 

• Successfully tested Google Shopping through Sidecar for the Haband brand, generating an incremental $7.7 million annual revenue and $3 million increase in annual EBITDA. 

• Designed targeted display programs that yielded $100K in incremental EBITDA within a two-month test period. 

• Created a comprehensive executive performance dashboard leveraging a combination of Adobe SiteCatalyst, Google Ads, and paid social platform reporting to enhance data-driven decision making.

• Collaborated with IT on marketing technology integration, tagging, product feeds, SEO architecture, site taxonomy, and digital acquisition initiatives.

RESPONSIBILITIES

Managed digital acquisition programs for Lane Bryant, Catherines, Fashion Bug, and Justice for Girls with $15 million annual digital spend; established strategy, led execution, articulated strategic direction to vendors, and oversaw budget maintenance to drive brand growth.

• Managed channel budgets, P&L processes, and performance optimization to ensure effective vendor collaboration and cost management.

• Increased organic traffic 26%, generating approximately $6 million in incremental annual revenue through technical SEO, content optimization, keyword strategy, metadata, and canonical improvements.

• Improved efficiency across product listing ads (Google Shopping), SEO, comparison shopping, paid search, and affiliate programs, driving 45% growth in traffic and 22% growth in revenue year over year, representing approximately $30 million in incremental revenue.

• Tested and optimized display acquisition strategies through Quantcast, improving new and existing customer engagement 3X, increasing revenue 68%, and generating $2 million in incremental EBITDA.

• Launched onsite product reviews through Bazaarvoice, integrating product-page experiences with post-purchase email automations and customer engagement programs to increase repeat purchases.