A Journey from Marketing & Design to
Commerce & Analytics
2021-2024: Reflektion & Sitecore
(Reflektion acquired by Sitecore | 2021)
Sr. Director, Digital Experience & Analytics
Consultant and Subject Matter Expert for Tier 1 & 2 retail accounts ($250k+ ARR), serving as an
internal resource for Sales and Customer Success. Key accounts include Designer Brands (DSW),
Petco, Vera Bradley, Ann Taylor, Finish Line, RiteAid, Zumiez, and Comoto brands.
- Client Collaboration: Partnered with clients and the Customer Success team to drive product
adoption, implement best practices, and optimize performance through testing. - Business Reviews: Conducted annual business reviews to articulate platform value, revenue
influence, and ROI; performed best practices audits to ensure optimal performance. - Best Practices: Established best practices for product search, recommendations, and
segmentation based on extensive testing across over 50 domains. - Performance Reporting: Generated aggregated monthly and annual performance reports,
analyzing trends by industry verticals, device types, and seasonal events (e.g., Black Friday). - Sales Support: Assisted Sales in closing opportunities through deep-dive product demos,
competitive analyses, RFPs, and ROI calculations. - Product Development: Collaborated with product development to deploy and beta test new
features including segmentation, entity/object management, and CDP integration. - Sales Training: Instituted the Sitecore Discover Advocacy Group to equip Sales with the skills
to prospect, present, sell, and close new Discover opportunities within assigned territories.
2016-2021: Certona / Monetate [Kibo]
(KIBO aquires Certona & Monetate | 2019)
Sr. Manager, Experience Optimization
Lead consultant and performance optimization specialist for premium e-commerce accounts across apparel, sports, department stores in the US, APAC, and EMEA. Key accounts included Gap brands, Dick’s Sporting Goods, Home Depot, Petco, Fast Retailing (Uniqlo), Nike, Canadian Tire, Sears/KMart, Bass Fishing, Eddie Bauer, Castorama, B&Q, and many more.
- Strategic Alignment: Led monthly discussions with Tier 1 clients to align on key business
objectives and critical KPIs. - Site Audits: Conducted over 120 site search, recommendation, and feed audits to support
client optimization initiatives. - Split Testing: Executed over 1,500 tests, generating more than $10 million in incremental
annual search and recommendation demand. - Sales Support: Facilitated the closure of large market opportunities through onsite client
practice consulting. - Training Development: Created and delivered internal and client-facing training webinars.
2012-2016: LTC411 Financial Network
Director, Marketing Analytics
Implemented strategies to generate leads, build brand awareness, and foster community, across a national network of agents.
- Lead Generation: Executed online campaigns through email, social media, and PR.
- Testing and Analysis: Split tested landing page design, promotional offers, and paid search
campaigns. - Search Engine Optimization: Optimized site for keyword search, content quality, headings, URL structure, paid search
landing pages and promotional offers. - Reporting: Created site and sales dashboards from multiple data sources for internal
stakeholders to measure affinity program and sales conversion - Trend Analysis: Analyzed customer buying trends based on geography, gender, and income
2002-2012: Retirement Capital Group
Vice President, Affinity Marketing
Implemented strategies to generate leads, build brand awareness, and foster community, across a national network of agents.
- Lead Generation: Executed online campaigns through email, social media, and PR.
- Testing and Analysis: Split tested landing page design, promotional offers, and paid search
campaigns. - Search Engine Optimization: Optimized site for keyword search, content quality, headings, URL structure, paid search
landing pages and promotional offers. - Reporting: Created site and sales dashboards from multiple data sources for internal
stakeholders to measure affinity program and sales conversion - Trend Analysis: Analyzed customer buying trends based on geography, gender, and income
1996-2002: GS21 (a US subsidiary of Kintetsu World Express)
Vice President, Channel Marketing
Developed, implemented and managed marketing and promotion initiatives to support growth of a new business line providing SAAS services to the company’s national logistics accounts.
- Product Development: Selected, organized and managed product development team to design and implement a suite of value added and value priced technology and support services for existing customers resulting in improved integration of client applications and increased customer loyalty and retention.
- Channel Marketing: Coordinated and managed all external and outsourced vendor relationships to achieve development of effective marketing programs within challenging budgetary guidelines.
- Affinity Marketing & Trade Shows: Developed and maintained relationships within local trade groups including the San Diego Chamber of Commerce resulting in increased sales opportunities.
1990-1996: TLP Printing & Design
Creative Account Manager
Responsible for new business development and account maintenance through direct marketing and selling, trade group contacts and referral sources. Collaborated with business clients and provided art direction for corporate identity, branding, marketing and sales collateral, communications (newsletters), advertising and web site design and development. Managed outsourced vendor relationships for prepress, print, bindery, prospect list purchasing, direct mail fulfillment, application development and web site hosting.Responsible for new business development and account maintenance through direct marketing and selling, trade group contacts and referral sources. Collaborated with business clients and provided art direction for corporate identity, branding, marketing and sales collateral, communications (newsletters), advertising and web site design and development. Managed outsourced vendor relationships for prepress, print, bindery, prospect list purchasing, direct mail fulfillment, application development and web site hosting.
1988-1990: Best of The Beach
Advertising Account Manager
xxx.
1984-1988: Allied Bank of Texas
(First Interstate Bank [Wells Fargo] aquired Allied Bank of Texas | 1988)
Client Services Associate
I spent almost three years in banking working in client services and new accounts while I attended night school. The most exciting part of my short banking career occurred when I was held up at gunpoint while working as a teller in the summer of 1985! In January 1986, our bank was heartbroken to learn of the Space Shuttle Challenger disaster and the loss of seven lives several of whom banked with us. In 1987 I and two other bank employees were subpoenaed as witnesses because we had cashed $10,000 checks for three suspects in a high-profile murder case. Banking was not for me, but I still have fond memories of my coworkers and the customer experience was transferable to future positions.
