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Summary

16 years as a business development leader, 10 years digital marketing and communications management, & developing out-of-box strategies that gain market share is my competitive advantage. I shed defenses faster because I was a SMB manager and can 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

2017Present

Sr. 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)

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

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

> "Sign Up or Log In" 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

20142014

MultiMedia Account Advisor

The Commercial Appeal

Research/identify qualified leads, conduct needs analysis, present client-customized ROI solutions, negotiate package to meet goals, consistent monitor/adjust with analytic resources

> Outstanding lead Conversion of 7 prospects Health/Fitness vertical
> Launch mobile, SEM, display & social media campaigns, monitor with Google Analytics
> Led Digital Revenue Growth +510% July 2014-Salesforce Influencer- 96% Closed Won

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 SSMs. 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 leader positions
> Directed all operations of 6 grand openings-1st year sales top 5% in 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 and Analytics, Facebook, YouTube, Salesforce CRM and Marketing Cloud, Yahoo BT, Bing, SQL, SAFE Agile, Simpli.Fi, Zoho, SiteWrench, WordPress, YMLP, MatchCraft, Buzzboard, SpyFu