Professional History

RESPONSIBILITIES

Lead the digital strategy and paid media operations for the nation’s largest independently owned dental distributor, overseeing a multimillion-dollar budget across search, social, email automation, programmatic, and e-commerce channels across 4 websites.

• Established the core infrastructure for Benco Dental’s digital program, including MarTech stack selection, creation of end-to-end SOPs, and recruitment of a specialized digital marketing team to drive scalable growth.

• Leading the transition to a new headless CMS, unifying the branded and e-commerce websites into a single platform with a modern, user-centric UI/UX experience.

• Managed a cross-functional team of internal and external agency partners and content creators to produce high-impact campaigns across paid search, SEO, email marketing, and social media.

• Optimized Benco Dental’s website and landing pages, leading to a 25% improvement in conversion rates and enhanced user experience across desktop and mobile platforms.

• 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.

• Overhauled the email marketing program, within HubSpot, by implementing advanced segmentation and removing low-engagement audiences, increasing open rates from 10% to 18% and driving a 19% lift in email revenue year over year.

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

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

• Led the digital marketing strategy to expand Benco’s market share and brand presence on the U.S. West Coast, using regional audience targeting to capture new customers. Drove ~8K new users at a $2 ROI in under one month through a custom landing-page experience.

• Developed comprehensive reporting and KPI dashboards, using Google Looker Studio, to join multiple digital reporting tools leading to enhance decision-making and maximize campaign ROI.

• Educated and coached cross-functional teams across Benco, instilling digital marketing best practices and fostering a culture of collaboration, innovation, and digital operational excellence.

RESPONSIBILITIES

As part of the executive team, I managed lead generation and acquisition as well as the CRM strategy and execution for a nationwide medical aesthetics brand.  I also established the brand strategy to create brand awareness for 18 studio locations.

• Developed and maintained P&L with budget allocations to attain CPL (cost-per-lead) and CPA (cost-per-acquisition) targets; drove lead acquisition improvements resulting in 13% increase in leads, 5% revenue growth, and cut CPA by 20%.

• Maintained external media agency relationships and directed strategy to meet all budget and CPL/CPA targets; established best-in-class strategies across SEM, paid social, display/YouTube, out of home, radio, and other channels customized by location and addressable markets.

• Established SEO strategy and executed across all location websites, including title tag updates, meta descriptions, and technical updates with schema and canonical strategies. Generated on-site content strategy to include new company blog.

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

• Oversaw retention strategies which included the deployment of regular weekly email messages to our best customer segments featuring custom creative based on last in studio visit to upsell to next service and product selections.  Utilizing email file segments, within paid social, resulted in a 20% lift in click through rates and a 2x increase in subsequent visit of existing customer base; reactivated 5% of 13+month file in 2 months.

Senior Director of Marketing & E-commerce

On Campus Marketing, LLC  (now part of Dormify)  

2020 - 2022             Ewing, NJ

RESPONSIBILITIES

Directed direct to consumer marketing transformation for 3 company websites selling college-branded retail products across 900+ landing pages; developed and managed all campaign strategies, planning, execution, UX, analysis, and P&L.

• Led all e-commerce marketing programs and strategies from top of funnel to mid and lower funnel utilizing SEO/SEM, Affiliate marketing, and various paid social advertising tactics.

• Responsible for the day-to-day management of all internal(offshore) website developers. Managed/led all coding changes, testing, tagging and content updates to the website providing instructions and requirements via JIRA tickets to developers.

• Under my leadership, site traffic grew by 57% in 2021, Demand grew by $3Million YOY and ROI was up $3 year over year coming in at $11 for 2021. Development of a comprehensive and automated email/SMS trigger program, using Listrak, to incoming freshmen students utilizing personalized creative, drove a good majority of this growth.

• Introduced student ambassador program that secured 1,500 participants within 90 days producing peer-created content used across all of company’s social, display, YouTube and relevant digital channels. Beat industry click-through benchmarks by 5%.

• Managed team of 6 digital marketing specialists and daily workflow. Owned creative and branding strategy for all company websites. Collaborated cross functionally across IT, operations, sales, and merchandising teams to achieve objectives.

• Daily vendor management of all digital vendors to ensure alignment with overall digital strategies.

• Relaunched carepackages.com website – redesigned the creative, adjusted the entire taxonomy, directed all technical updates required by internal IT team members and developers to relaunch site on time.

• Initiated the audience strategy and execution of new digital channel tests through TikTok and Podcast advertising exceeding industry click through rate benchmarks by 5%.

RESPONSIBILITIES

Responsible for the credit card acquisition strategy for the JetBlue and Lufthansa Airline partnerships for the bank.

• Aggressively grew acquisition for the JetBlue credit card partnership using customer targeting within Adobe Audience Manager and Acxiom/LiveRamp by retargeting the JetBlue frequent flyer audience and creating look-a-like audiences for acquisition. Efforts resulted in ~2K incremental account sign ups in 3 months.

• Repurposed internal TV assets to launch 6, 15 and 30 second YouTube Ads that generated an incremental 10% in account sign-ups within the first 30 days.

• Owned creative, UX, and customer offer strategy for all landing pages and microsites for both JetBlue and Lufthansa airline partnerships. Worked directly with in house technical IT teams to implement creative, copy, A/B testing, tagging, etc. across site platform.

• Utilized data analytics and insights via multiple tools including Adobe Site Catalyst to track and assess the performance of each marketing initiative and digital campaign.

• Oversaw agency and vendor relationships for paid media, creative and analytics services.

• Owned and managed the daily client partnership with JetBlue and Lufthansa corporate teams.

RESPONSIBILITIES

Developed, led and executed the marketing strategy for a brand new direct to consumer transition of a wholesaler of socks & accessories. Managed a $10 million P&L across 5 direct to consumer websites as well as an Amazon marketplace channel. Also responsible for the management of the B2B wholesale website.

• Created SEM program for the B2C and B2B businesses and managed daily bids through Google AdWords.

• Oversaw the email strategy that engaged customers and increased channel traffic by 57% and revenue by 22% YoY.

• Led the replatform of the websites to Magento2 to support 5 individual sock brands with individual subdomains under one domain.

• Hired and managed Channel Advisor to aide marketplace expansion on Amazon as well as new programs on both Walmart and Jet.

• Established and maintained an inventory forecast by month for each SKU sold on the site. Used this to communicate to warehouse management and product manufacturing teams.

• Served as the project lead for the company wide transition to a new ERP system which effected IT, production & manufacturing, pick, pack, and shipping. New ERP was completed within the 10 month timeframe and ahead of replatform to new Magento 2 website.

RESPONSIBILITIES

• Directed digital acquisition functions for 14 apparel brands, including Blair, Fingerhut, Haband, Draper’s & Damon’s, and Appleseed’s. Managed digital acquisition P&L with combined annual spend of $30 million.

• Led team of analysts and vendors to execute overall digital acquisition strategy across SEO, PLA, SEM, affiliate, digital display programs, and comparison-shopping engines. Developed metrics through various platforms and display user interface systems.

• Served as primary digital acquisition POC for IT projects. This included establishment of tag logic through Tealium, Google Tag Manager and Ensighten; product feed updates for CSE and PLA management; SEO site adjustments involving canonicals, robot.txt files, HTML sitemaps, site taxonomy, and page content creation which benefited the SEO strategy across all of the company’s brands.

• Managed paid programs that drove 49% increase in site traffic with 19% increase in YoY sales. Increased conversion rates by 7% across all brands.

• Established targeted display ad program (using Quantcast) resulting in $100K incremental EBITA increase over the course of a single 60-day test.

• Successfully tested Sidecar (now Quartile) for Google Shopping (PLAs) for the Haband brand resulting in $7.7M in incremental revenue and $3M increase in EBITA annually. During this period, supervised the test’s initial set-up, contracts, strategy and day-to-day execution.

RESPONSIBILITIES

• Maintained digital marketing and acquisition programs that drove $30 million in revenue for multiple apparel brands such as Fashion Bug, Lane Bryant, Catherines, Justice for Girls, Maurices and Dressbarn; articulated new strategic direction and managed execution of PLAs, SEO, Comparison Shopping Networks, Paid Search/Paid Social, and Affiliate programs.

• Oversaw channel marketing budgets and P&L for digital acquisition programs with combined total spend of $15 million annually.

• Key in driving $6 million incremental annual revenue and grew traffic to websites by 26% via revamped SEO & Paid Media acquisition strategies.

• Managed agency relationships including RFPs and contract negotiations.

• Led improvements in creative and customer segmentation that tripled engagement of new and existing users, resulting in a 68% increase in annual sales and boosting EBITA by $2 million.

• Launched onsite product reviews across all brand sites using BazaarVoice which included design execution of reviews on product pages, execution of post purchase review email triggers within ESP (Responsys) and managing the rating and review moderation process prior to going live.

RESPONSIBILITIES

(Promoted through 3 positions of increasing responsibility for exceptional performance)

• Established segmentation/circulation benchmarks and strategies for 16 annual B2C catalog mailings

• Processed and reconciled expenses against CPM and ROI targets. 

• Created list acquisition strategies and managed all broker/list co-op vendor relationships.