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Summary

17 years as a business development leader, 11 years digital marketing and analysis, & developing out-of-box strategies that gain market share is my competitive advantage. My past as a retail business manager also helps to quickly relate to roadblocks that inhibit profit. As a result, I gain insight to USP(s) & quantitative/qualitative data needed to create solutions that ROI. A partnership is born, a friendship develops, & a relationship grows with expectations met & profit driven results achieved.

Work experience

20172020

Senior Marketing Specialist

FedEx Services

Lead, analyze and optimize AlwaysON personalization and testing experiences across fedex.com that increase revenue and improve the user experience (UX) utilizing Adobe Experience Cloud product suite 

> AlwaysON personalization activities utilizing AI/machine learning capabilities for internal stakeholder acquisition, promotion and retention initiatives achieved $3.6 million in rated revenue FY19

> Developed a twist on Design Thinking with leading "Design Testing" workshop to educate internal stakeholders across multiple organizations on digital testing capabilities and create prototypes for future tests 

> "Sign Up or Log In" new customer acquisition test generates $2.4 million in US incremental revenue annually for new accounts and shared globally for implementation in regions such as China and Brazil

20152017

Director Marketing Communications

Cost-OS

Execute all marketing and communications for North American debut of Cost-OS construction estimating software. Build and manage SEO optimized website, blog, PPC (Google Adwords), social media platforms and additional channels relevant to construction industry audience

> Communicate directly with industry C-level Executives to understand needs in an enterprise software platform in order to develop the content and delivery of strategic communication messages for the sales team 

20122014

Senior Brand Manager

The Children's Place

Manage operations of Memphis market, analysis of online+offline data from company loyalty programs, products, and purchase patterns. Pilot goals-based solutions from analytics driven to improve market position.

> Activated digital myPLACE rewards Campaign, 80% penetration, #1 New Credit Acquisition
> Captured 70% Regional Market Response(660) in Cx Online Survey
> Directed 4th Quarter Brand Strategy to drive KPIs with Store Sales Managers in 13 states resulting in +30% email acquisition and +169BP Conversion

20082012

Training Sales Manager

The Children's Place

Recruit, hire, train Store Sales Managers. District trainer/IT support of applications such as ICMS & Kronos. Created on-boarding checklist both Mid & Southwest Regions adopted.

> Fueled talent pipeline with 5 external & 6 internal Management positions
> Directed operations of 6 grand openings-1st year sales top 5% company
> Maintained P&L top 10% USA chain, shrink -5.03% within 18 months

20022008

Business Development Manager

The Children's Place

Establish Brand Awareness/ Identity of 2nd Memphis location. Prospect, recruit top talent, establish customer base with promotional efforts targeting “mom” within a 10 mile radius

> Created "Place for Style" Fashion Show with children in target zips as models-increased CLV +3 years
> Leader in district with annual conversion rate 52%
> Invented" Place for Learning" workshops to educate/empower team in product knowledge selling strategies for Top 10 Volume Drivers

Education

20002008

B.A & B.B.A.

University of Memphis

B.A., Communication & Fine Arts

B.B.A., Business Administration

Certifications and Expertise

Adobe Target, Analytics and Experience Manager, Google AdWords, Analytics and GDN, Facebook, YouTube, Salesforce CRM and Marketing Cloud, Tableau, Workday, Kronos, Yahoo BT, Bing, SQL, SAFe Agile, QDM, Simpli.Fi, Zoho, SiteWrench, WordPress, YMLP, MatchCraft, Buzzboard, SpyFu