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Work experience

May 2009Present

Online Marketing Manager

Toys "R" Us
  • Manage the eToys, Baby Universe and FAO affiliate programs. Increased activate affiliate rate by 20% during the first year and successfully executed strategies to revived programs after having gone through bankruptcies.
  • Handled the technical implementation of the FAO affiliate program. Developed a high end affiliate strategy that maintained brand equity while meeting aggressive sales goals.
  • Designed strategies’ for integrated campaigns, created detailed marketing plans that included affiliate search, email, display and onsite placements.
  • Implemented new content landing pages to supplement campaigns and drove a 1.5 – 3 percentage point increase in conversion in the Baby Shower, Outdoor Fun, Family Travel and Green Parenting and Gift Center sections. Merchandised new sections created for marketing offering the guests custom product selection for each event.
  • Oversaw sales and expense budgets and monthly reforecasting for eToys, Baby Universe and FAO. Adjusted budgets based on constantly evolving integrated marketing plans.
  • Managed the $40 million dollar ToysRus and BabiesRUs affiliate programs during Q4 2009 and quickly made necessary changes to ramp up sales and affiliate engagement.
  • Coordinate onsite promotions with third party payment partners, Bill Me later and Paypal, to drive incremental revenue.
Jan 2008Apr 2009

Internet Marketing Manager

Reader's Digest
  • Manage the RDstore affiliate program. Develop and execute affiliate marketing recruitment/reactivation strategies to build program. Number of active affiliates rose by 30%.
  • Recruited “super affiliates” using existing partner relationships with sites, such as Upromise, Ebates, and One Cause.Drove affiliate participation and negotiated placements resulting in 40% increase in sales.
  • Executed monthly affiliate communications from conception to deployment.
  • Oversee paid and organic search programs. Revenue increased by 20% and conversion grew by 5 percentage points.
  • Performed search testing and optimized keywords for all products and categories. Reduced cost per order and cost per click while maintaining conversion growth.
  • Launched affiliate and search programs for two additional brands, Country Store Catalog and Shop Taste of Home. New acquisition programs generated incremental revenue of 22% and 10% respectively
  • Reduced affiliate program marketing costs by 75%.
  • Evaluated competitor landscape to ensure offers, prices and commission structure remained competitive.
  • Created and oversaw budget for both affiliate and search marketing programs.
Dec 2006Jan 2008

Affiliate Marketing Manager

Dale and Thomas Popcorn
  • Utilized pre-existing affiliate relationships to recruit and secure online placements. Created detailed affiliate marketing plans focusing on program growth, activation, and optimization. Affiliate program revenue doubled year over year.
  • Transitioned Dale and Thomas Popcorn program in-house from outsourced management firm, Commerce360, cutting costs by 35%.
  • Directed creative content process for all marketing which includes designing creative banners and landing pages, writing copy and implementing assets.
  • Assisted Search Marketing Manager in management of keywords and adjusting bids on Google, Yahoo, MSN, and other search providers.
  • Optimized landing pages through multivariat testing increasing conversion by 7 points.
  • Analyzed key reporting metrics to determine effectiveness of marketing promotions.
May 2003Nov 2006

Affiliate Marketing Manager - Lillian Vernon & Time Life

Direct Holdings Worldwide
  • Managed the Lillian Vernon affiliate program. Introduced new marketing campaigns and promotions to revitalize program. Revenue grew from 7% to 20% of site sales.
  • Awarded additional responsibilities over Directed the launch and growth of affiliate program to 9% of overall web sales due to affiliate outreach and cross brand promotion.
  • Formulated detailed marketing plans and strategies for recruitment, activation, retention, and all communication.
  • Promoted continuous program growth by implementing promotions and incentives that increased sales and attracted new affiliates. During affiliate promotions sales increased by 40%.
  • Collaborated with designers, copywriters, and programmers to produce all affiliate promotion tool.
  • Provided ongoing training and program updates through newsletters, creative, and industry forums.
  • Maintained and communicated extensive reporting and analysis to VP of E-Commerce
  • Exceeded Lillian Vernon and Time Life budget goals by 17% and developed future forecast and budget.
  • Supported development and re-launch of the new Lillian Vernon and Time Life websites. Recruited to provided design and functionality input and perform site testing.
  • Supervised merchandising team in building and categorizing over 6,000 Lillian Vernon and Time Life products on new platform site platforms.
  • Responsible for email setup, deployment performance reporting of Lillian Vernon emails.
  • Involved in various marketing initiatives including competitor research, the Lillian Vernon blog and other social initiatives.

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ONLINE MARKETING and E-COMMERCE MANAGER with over 6 years of experience in affiliate marketing, search marketing and driving revenues for leading web brands and multi channel retailers.Proven at managing large-scale marketing programs featuring a variety of product lines including home goods, furniture, toys, baby products, gourmet food, books and music and gifts.Areas of expertise include:

• Affiliate Marketing• Merchandising

• Paid Search and SEO• E-Newsletters

• Reporting Systems/Standards• Basic Design and Coding


Online Marketing, Acquisition Marketing, Affiliate Marketing, Paid Search, Search Engine Optimization, Email Marketing, Ecommerce Site Management, Merchandising, New Business Development, Branding, Social Networking, Viral Marketing,  Copy Writing, Design and HTML