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developed digital demand generation capabilities to produce over $750MM in web-driven sales by implementing a data-driven marketing approach to create and optimize multi-channel campaigns across platforms.  I have a proven ability to grow web traffic, increase conversions, maximize customer lifetime value and increase ROI.  Strengths include developing and executing impactful digital engagement experiences, building high performing technology ecosystems, creating efficiencies, partnering with call center and front line distribution channels, influencing E-Suite management, and managing teams while working cross-functionally.  I am able to quickly adapt to new business models and industries by authentically leading teams, collaborating, and individually contributing.  

·        Web Traffic Generation

·        Lead Conversion 

·        Sales Conversion

·        SEM

·        SEO

·        CRM

·        Display

·        Social

·        Email + Direct Mail

·        Google Analytics

·        Google AdWords 

·        Bing Ads

·        Adobe Marketing Cloud

·        Marketing Automation

·        Brand Development    

·        Financial Analysis

·        Web and Sales Analytics

·        Process Re-design

Work experience

2016Present

Director of Digital Marketing & Analytics

Virginia Credit Union - Richmond, VA

Leading all Digital Marketing and Analytics for a $3.6B Credit Union.

  • Developed and executing digital roadmap,  including technology infrastructure for lead generation and cross sell opportunities that have produced 25% YoY loans & credit line growth; $800MM to $1B.  
  • Grew web traffic by 10%, increased lead capture rate by 30%, reduced cost per customer by 15%, by optimizing / testing on Google, Bing, Yahoo!, Facebook, SEO, Email, and Content Marketing through VACU.org
  • Leading all marketing analytics & reporting for both online and offline channels.
  • Strategic leadership role for brand development, including re-positioning the VACU Brand through online and offline channels (including TV, and Outdoor).
  • Managing VACU.org, 5-person team, 3 vendor partners, and 8 different SaaS platforms encompassing digital operations, campaigns, and analytics.   
20102015

Director of Digital Marketing

Genworth Financial - Richmond, VA

Responsible for U.S. digital strategy and operations for Long Term Care Insurance.  Developed and received C-suite investment of $2.7MM annual budget to grow cross-platform digital capabilities including SEO, SEM, Social, Display, Mobile, Email, and Content. 

  • Created a multi-channel, CRM-focused digital platform that produced an 800% increase in sales from $1MM to $8MM annually; totaling $40MM over the past 5 years.
  • Partnered with agent salesforce, call center customer support and call center sales channel for growth opportunities through all marketing efforts. 
  • Reduced overall cost per lead by 450% by focusing on the customer through data-based decisions and testing acquisition sources, content, and conversion-oriented design.
  • Led website redesign and testing strategy for Genworth.com and Longtermcareinsurance.org, producing 300% sales growth in 4 years.
  • Developed Genworth’s first responsive web experience; resulting in conversion rate increase of 134%.
  • Developed email nurture and content hub strategy to convert prospects from marketing-ready to sales-ready leads.
  • Regular C-Level interactions to communicate results, educate, and pitch investment opportunities, resulting in budget increase by 440% from $500K to $2.7MM.
  • Grew and mentored a team of results-oriented marketing managers, while pushing individual and team competency development.
  • Leveraged Long Term Care Insurance successes to pitch and receive approval on business case to CEO for new digital model in Life Insurance with a $25MM NPV opportunity.
20092009

Senior Marketing Manager

Healthy Directions LLC - Potomac, MD

Responsible for $2M budget to lead all web marketing execution including SEM, Display, Email and Content.

  • Grew sales by 22% in 5 months by improving shopping cart conversion rate from 6% to 7.3% by eliminating 2 clicks in process, and building auto-fill feature linking billing and shipping addresses.
  • Grew traffic by 12% by analyzing and implementing new opportunities for Direct-buy Banner Advertising.
  • Increased ROI of marketing spend by 11% through re-allocating budget to higher valued, lower cost media properties.
  • Generated an incremental $250k of revenue from email marketing program by launching 2 new weekly cross-sell emails.
20042008

Assistant Manager, Email Marketing and CRM

Circuit City Stores, Inc - richmond, va

Led strategy and execution of new email customer acquisition, segmentation, and new campaign development. 

  • Email channel produced $150MM in sales (69% YOY growth) and almost 50X in ROI on a $3M budget.
  • Created an incremental $18MM sales by using customer segmentation strategy and CRM to create highly-targeted campaigns including “Next-Likely-Purchase,” “Most Valuable Customer” and various “Targeting Holiday Promotions.”
  • Grew email list by 20% (16.4M) through acquisition activities including on-site sign ups, monthly contests, email appends, store sign-up campaigns, and email-append program.
  • Produced incremental $10M revenue by collaborating cross-functionally on multi-channel campaigns utilizing email, direct mail, and website promotion.
  • Created a data-driven culture through regular reporting, analytical insights and data-driven recommendations.
  • Marketing Sherpa’s 2008 Gold Winner–Best B2C Email Opt-in Campaign. http://www.marketingsherpa.com/emaw2008/35.html
20042004

Business Systems Analyst

SunTrust Mortgage - Richmond, VA

Led systems analysis and requirements development for $3M corporate-wide project to merge 4 loan origination systems.

  • Responsible for project management, business requirements and execution; delivered under budget by 15% and ahead of schedule by 1 month.
20012003

Senior Analyst

Freddie Mac - McLean, VA

Responsible for developing streamlined web-based monthly close process for corporate accounting, saving the department a total of 50-man hours each month.

  • Project management and hands-on analytics projects to identify process improvement opportunities via web-based solutions. Efforts resulted in 3 corporate projects that collectively saved the company $2M annually.
19982001

Senior Consultant

Arthur Andersen LLP - Washington, D.C.
  • Led various client engagements with a focus on website development, usability studies, survey research initiatives, and financial management. Led and mentored various teams of 3-10 consultants, and managed work in excess of $2M annually.

Education

19961998

MPA - Public Administration w/concentration in Surveys & Statistics

George Washington university
19921996

BA - Political Science

Penn State university