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A leader who exceeds goals through innovation and “make-it-happen” style. Over 15 years of experience using customer insights to drive increased conversion rates across channels for all aspects of the consumer life cycle, using best practices to engage, enable, and retain audiences. Proven record in building and leading cross-functional teams to assess and develop effective plans to meet company strategies and objectives.

Work experience

Jan 2008Present

Interactive New Product Development Manager

Define and develop new interactive opportunities and technologies to implement innovative hyper-local social media and e-commerce products. Leverage existing core competencies of content creation, local sales and the ability to promote new products through existing TV, newspaper and website assets. Establish and optimize strategy surrounding interactive products to allow for “citizen journalism” on 20 media web sites. Develop and present businesses case, understanding of necessary technologies; evaluate/negotiate and manage vendor relationships. Work closely with cross functional teams to garner support for the strategy and implement against timelines
Mar 2007Jan 2008

Interactive Acquisition and Retention Manager

The Dallas Morning News
Increase product awareness and purchase intent by developing, launching, managing and measuring interactive campaigns, including all aspects of online and mobile marketing. Evaluates and employees interactive marketing best practices; new technologies and business models. Educate and inform various internal groups as well as motivate and challenge various external and internal vendors and agencies. Launched an offline to online program that incorporates an interactive microsite featuring the Dallas Cowboys utilizing Web 2.0 to acquire critical audience segments. Resulted in over 50% email opt-in, over 1M page views and 40K registrants. Won 2008 Webby award, 2008 Telly Award, and featured in “Inside Direct Mail” Magazine. Executed e-marketing on a weekly basis ensuring CPO under $10.00. Ensure email is CAN-SPAM compliant and IP reputation is acceptable. Optimized online subscription flow and developed re-marketing programs to increase conversion by 6%.
Apr 2005Jun 2006

E-Commerce Channel Strategy Manager

Zales Direct -Bailey Banks & Biddle
Develop and execute e-commerce strategy for Bailey Banks & Biddle that will develop brand image and meet revenue plan. Responsible for improving overall site appearance, operations and customer experience while support brand marketing and merchandising strategy.
Jul 2003Nov 2005

Multi-channel Project Manager

Brand development and customer acquisition/retention via marketing/advertising programs both online and direct mail. Writing, design and production of communication materials to all customer segments and management levels. Integration of product onto 3rd party platform.

Multi-channel Marketing Manager

JC Penney
Managed JCPenney’s Merchants program.Created graphics and merchandised all departmental pages, with strong focus on young women’s and men’s categories. Responsible for 17% gain in new customers through innovative online marketing programs. Led cross-functional team in developing and implementing system enhancements and processes by pulling key data from a DB2 table and presenting it to customer service representative through a web interface. This resulted in a 10% reduction in resource needs and costs. Launched, online versions of JCPenney’s print catalogs which allow customers to shop and complete transactions online. Program was tracking to a 41% selling profit. Tested e-mails and direct mail postcards to determine incremental demand and unique visits to online catalogs. Enabled deeper file penetration without incurring additional print costs.



Aug 1979May 1983


Resident Assistant