Professional History
Roles & impact
MagnetLABS represents a shift from optimizing digital experiences to optimizing the structured systems beneath them. While most ecommerce performance initiatives focus on traffic, UX, or personalization layers, the structured product data powering those systems is often fragmented, inconsistent, or under-optimized.
My work centers on operationalizing Product Data Intelligence — making catalog quality measurable, benchmarkable, and directly tied to performance outcomes.
- Architected scoring frameworks evaluating structured product data across completeness, normalization, compliance, and competitive parity
- Designed AI-driven enrichment systems to standardize attributes, close data gaps, and improve downstream discovery performance
- Reframed catalog quality as a measurable performance KPI rather than a back-office data exercise
Focused on KPI governance and performance accountability across enterprise retail clients. Beyond feature optimization, the objective was establishing measurement rigor — aligning search, discovery, and personalization initiatives to clearly defined revenue outcomes.
- Led strategic business reviews for enterprise accounts ($250K+ ARR), tying platform performance directly to revenue KPIs
- Built structured audit frameworks identifying performance gaps across search relevance and algorithm tuning
- Developed reporting models translating behavioral data into executive-level performance narratives
Created repeatable improvement systems grounded in measurable lift rather than isolated optimization wins.
Led experimentation and optimization programs across enterprise ecommerce brands spanning multiple verticals and global regions. Focused on structured experimentation at scale — aligning recommendation systems, search, and merchandising logic to measurable revenue impact.
- Directed 120+ strategic performance audits across enterprise retailers
- Executed and governed 1,500+ A/B and multivariate tests across search, recommendations, and conversion flows
- Contributed to $10M+ in incremental annual demand through disciplined experimentation frameworks
Balanced high test velocity with KPI governance and measurable lift accountability.
Led development of a digital knowledge platform within a specialized financial services vertical, focused on scalable lead generation and measurable acquisition systems.
Led executive-level partnerships across 25+ national and statewide affinity-based organizations within the financial services sector, translating boardroom strategy into measurable, revenue-aligned acquisition systems.
- Designed and executed affinity marketing programs for 25+ organizations, converting executive strategy into scalable, performance-driven acquisition frameworks
- Implemented KPI reporting systems to drive visibility, accountability, and strategic alignment
- Built scalable lead-generation engines grounded in performance analytics and behavioral data
Representative executive engagements included:
- Los Angeles County Bar Association (LACBA) — Built CounselAssure from strategic concept through execution
- International Chiropractors Association (ICA) — Developed and launched ChiroAssure affinity program
- American Association of Nurse Anesthetists (AANA) — Architected a customized, performance-driven marketing program
- California Society of CPAs (CalCPA) — Designed and implemented a structured affinity acquisition solution
- Designed cross-channel acquisition programs aligned to revenue objectives
- Built executive KPI dashboards delivering real-time performance visibility
- Optimized funnel performance through analytics, experimentation, and continuous refinement
This role deepened executive stakeholder leadership while reinforcing a disciplined foundation in measurable growth systems.
Served as Vice President of Marketing during the formation and growth of GS XXI, helping position and scale a centralized enterprise technology implementation and support division serving global logistics customers. Led strategic go-to-market positioning, enterprise program development, and client-facing technology initiatives during the early evolution of web-based enterprise systems.
- Co-architected and launched “MySPOC” (My Single Point of Contact), a centralized client engagement model consolidating enterprise technology services across infrastructure, connectivity, and application environments
- Directed market positioning and enterprise adoption of early web-based logistics tracking and operational visibility platforms
- Collaborated with HP and Oracle on integrated enterprise infrastructure solutions supporting global logistics operations
Led creative and production operations during the transition from traditional print layout to digital design workflows.
- Directed client-facing creative strategy and visual execution
- Built digital artwork production systems generating press-ready commercial output
- Managed full production workflow from concept through final output
Blended creative execution with structured digital production systems.
Contributed to a locally targeted direct-mail advertising program serving San Diego businesses with customized advertiser campaigns (similar to ValuPak, but more tailored).
- Worked directly with local business owners on tailored advertising placements
- Supported campaign execution and distribution logistics
- Gained early exposure to revenue-driven media operations and advertiser performance expectations
Early professional experience within a structured financial institution environment, building a foundation in process discipline and operational accountability.
- Supported operational and customer-facing banking functions
- Developed discipline in process adherence, accuracy, and financial systems rigor