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Results driven eCommerce leader with experience optimizing sales and retention by developing digital strategy across all platforms and channels using a holistic approach. Possesses a passion to innovate products, optimize sales and create an optimal user experience with both an analytical and creative mindset. Thrives in a fast-paced environment.

Work History

Jul 2015Present

Sr. Manager, Digital Customer Experience

ADT Security

Spearheads digital strategy and management of product roadmaps for myadt.com and internal digital customer experience portal, exceeding 2015 customer transaction objective by 37%.

  • Drive strategy to increase transactions and customer retention on myadt.com with personalization and new feature development
  • Manage and optimize new digital customer experience portal used by call center agents, including product strategy, gap analysis of existing tools and collaboration with key stakeholders in requirements gathering
  • Identify, analyze and implement new features to reduce operational costs and promote self-service on all digital platforms, including .com and mobile
  • Own prioritization of feature development utilizing agile methodologies
  • Conduct focus groups with customer care agents to identify and prioritize new features and optimize the existing customer experience
  • Lead cross functional teams including IT, UX, customer care, operations & sales
  • Manage weekly analytics reports and dashboards utilizing data from Google Analytics and internal databases
20142015

Consultant - Sr. eCommerce Product Owner

AT&T (Client)

Leads digital strategy of the Emerging Business Markets website for the AT&T Partner Exchange Program using agile development methodologies. Includes website redesign and migration to the Salesforce.com platform; projecting increased revenue of 20% and reducing expenses with automation by 15%.

  • Developed prioritization process to ensure highest valued features are delivered first, yielding an incremental ROI of 25% in the first quarter
  • Managed roadmap for website redesign, including eCommerce path of 9 product flows, customer management experience, company user profiles and permission based settings
  • Identified website and product requirements, create customer journey maps and design of the user experience 
  • Managed and prioritize UX and content teams to ensure wireframes, comps, prototypes and content are delivered prior to deadlines
  • Analyzed customer surveys, research and analytics in order to optimize the online customer experience and deliver data driven results
  • Led cross-functional teams with product managers, developers, and QA to ensure Agile practices were followed
20122014

Consultant - Sr. eCommerce Product Owner

American Airlines (Client)

Responsible for designing and developing merchandizing products and day of travel features on the aa.com and mobile platforms within an agile centric company.

  • Key Project Successes included:
    • Launched first merchandizing product between newly merged American Airlines and US Airways on aa.com including offer through purchase flow, exceeding revenue projections by 8%
    • Implemented notification alerts on mobile App, including iOS and Android devices
    • Designed and implemented same day flight change merchandizing offer on aa.com and mobile web, exceeding 1st quarter sales projections by 12%
    • Introduced new booking tool on aa.com, allowing users to search and book via Low Fare Calendar
    • All projects required knowledge and execution of complex system integrations and service calls
    • Three of the four projects met or exceed KPI targets, one reached 92% of target
  • Developed mobile strategy for mobile web and apps for iOS and Android devices
  • Managed roadmap and prioritization of new products and enhancements including requirement definition, design development and user acceptance testing using agile methodologies
  • Led competitive analysis research 
  • Identified and manage analytic requirements and reports
    20072012

    Sr Ecommerce Manager, Residential

    TXU Energy

    Led sales optimization efforts for txu.com, increasing consumer sales revenue 30% YOY

    •  Developed eCommerce strategy and managed roadmap to enhancement and optimize the sales funnel on txu.com
      • Responsible for optimizing the sales path from offer page through purchase flow
      • Inherited an underperforming channel and successfully turned it around surpassing yearly objectives
      • Improved website performance by reducing defect errors by 60% within 3 months
      • Reduced customer churn by 20%
    • Spearhead and implemented market research, focus groups and A/B testing strategy
    • Implemented agile methodologies in tandem with IT leadership team, which included defining and implementing new processes across the company
    • Developed monthly performance reports using Webtrends and Tealeaf data

      Sr. eCommerce Product Manager, Innovation Team

      TXU Energy

      Designed and launched innovative digital products and tools from ideation to development, including the iThermostat, interactive tools and a personalized energy usage dashboard utilizing smart meter data.

      • Managed the digital experience for the iThermostat product including the sales funnel, microsite development, customer portal experience and the mobile app launch
      • Designed newly created eCommerce shopping path for energy saving tools, including pre and post sales experience, exceeding first year sales objectives by 18%
      • Launched interactive tools with customer portal utilizing real-time smart meter data including usage reports, cost analysis, bill comparisons and mobile notifications
      • Managed development of roadmap, business requirements, user experience and UAT 
      • Developed acquisition strategy to increase product transactions including mobile marketing, email campaigns, microsite development, banner campaigns, SEO, and partnership marketing
      • Developed and maintained reports for campaign and website analytics

      Ecommerce Manager

      TXU Energy

      Spearheaded redesign strategy of txu.com including design, content, functionality and transition to new CRM platform utilizing SAP.

      • Revamp of company website increased business content by 683% percent
      • Developed online strategy in support of business marketing programs for acquisition and retention by developing business tools, landing pages, micro-sites and SEO campaigns
      • Increased business leads to txu.com by 257% in 2008
      • Team lead for CRM systems migration to SAP – reduction of three systems to one
      19972007

      Sr. Marketing Communications Manager, DSL and Bundled Offers

      Verizon

      Develop communication strategy and manage integrated advertising campaigns for regional acquisition and retention efforts supporting consumer DSL and bundled product offerings. Responsible for generating $20MM in annual revenue.

      • Led external advertising agencies and cross-functional teams in creative  and offer development
      • Responsible for interpreting marketing intelligence (competitive, research and customer buying habits) to formulate the best messaging strategy and tactics based on market and competitive dynamics
      • Recommend offer, creative and message testing strategies resulting in a 22% increased response rate
      • Managed annual marketing budget of $3MM

      Sr. Marketing Communications Manager, Consumer Mass Markets

      Verizon

      Developed communication strategy and managed quarterly acquisition advertising campaigns for consumer products. Managed advertising agency in regards to strategic and creative development, timeline and budget.  Responsible for generating $120MM in annual revenue.

      • Managed national advertising campaigns and promotional sweepstakes for existing and new product launches ranging from individual features and products to bundled services
      • Executed approximately three direct mail campaigns per quarter averaging 11MM each
      • Managed creative development (30 executions per medium) and media schedules for TV, radio and print
      • Exceeded 1Q01, 2Q02, 1Q03 campaign goals by 116%, 12% and 27% respectively
      • Developed weekly campaign analysis and results report for management
      • Managed annual marketing communications budget of $40MM

      Education

      B.A.

      Texas Tech University

      Public Relations- Major, Marketing- Minor 

      Skills

      Strategy

      eCommerce

      User Experience

      Mobile

      Analytics

      Agile Methodologies