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Marketing Digital

New York, New York, United States
August 28, 2018

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*** **** *** **, *** York, NY ****4

413-***-**** /


Digital Platforms: 12+ years of experience optimizing digital experiences for clients (Microsoft, Louis Vuitton, J.P. Morgan), managing the delivery of digital solution development from design ideation to implementation. Architecting & managing programmatic paid media initiatives with average spend of $10M per quarter.

Technical Delivery: 12+ of experience architecting & delivering technical solutions through rapid prototyping in the form of large web site redesigns, business intelligence platforms, and data attribution models from proof of concept to large scale customer adoption. Managing globally distributed teams of 45-50 people across 8-10 different teams to produce award winning marketing technology solutions.

Strategy: 15+ years of experience leading diverse array of projects ranging from high growth venture backed technology groups to rebranding of iconic fashion labels, employing design thinking & agile development methodologies, in globally distributed model with track record of delivering complex solutions for clients in Italy, Turkey, UAE & Spain.


IBM iX (Digital Agency working at the intersection of strategy and technology to help clients digitally reinvent their businesses.)

Director of Digital Strategy New York, NY June 2016-Current

Lead digital strategy for financial services vertical within IBM and serve as programmatic marketing evangelist for regulated markets division within IBM iX to external clients that include VMware, JPMC, & Citi. Helping clients map digital marketing landscape and codify resources to delivery digital transformations. Designing and deploying digital experiences across the Web in concert with Paid Display, SEO, SEM, Organic and Paid Social channels to drive results across Cloud, AI, & Security portfolio offerings.

Defined and executed personalized digital journeys, demand generation programs for IBM Watson & cloud solution offerings that is attributed to increase of ROAS of 12% YOY, and increase in highly qualified responses by 9%, netting highest revenue in Q4 of 2017 over last 9 years. Earning the digital marketer of the quarter for initiatives most significant to revenue.

Designed and implemented agile engagement model with all paid media partners that led to 100% transparency into all paid media optimizations and increased paid media campaign iterations by 4X. Earning CMO process improvement and scale award.

Led the migration from legacy CMS to Drupal 8.5 for all IBM web pages corresponding to Cloud, Security, Banking, Insurance & Watson for 15 different countries, totaling 900 unique pages in 90 days.

Managed a team of 34, consisting of product owners, data scientists, full stack developers, and scrum masters. Coaching team members to develop digital dexterity to produce award winning experiences for regulated markets division within IBM iX.

Lead all net new client initiatives within regulated markets division for IBM iX, while managing the relationship with JPMC, Citi, & VMware, responsible for uncovering net new opportunities and being trusted technical resources for each client group.

Led the delivery of an interactive, self service business intelligence platform from the concept design phase into development that served as the business intelligence platform that enabled insights into over $2.3T funds under management for JPMC.

Developed multi-channel, integrated marketing platform program that led to increase in $22B under management in 6 months. Earning Chief executive innovation award for most compelling technology solution for Citi.

SAPIENTRAZORFISH (Integrated Marketing Services Firm, delivering marketing solutions and strategic consultative services)

Sr. Strategy Director NYC, NY February 2013-May 2016

Led design, development, and deployment of software and content solutions, within the regulated markets division. Eliciting and transforming client requirements into actionable design first experiences including enterprise website redesigns and mobile applications through rapid prototyping from initial proof of concept to leading project & client retrospectives. Democratizing data science to smallest denominator; to deliver complex mathematical and data challenges within an automated and visually stunning UI for eclectic mix of clients and verticals.

Led digital product management aspects of client engagement including development of business cases, technical roadmaps and wireframes for business intelligence cloud based solutions, and mobile applications within financial services vertical.

Consumer product incubator program lead, where my team was tasked with evaluating up to 20 emerging venture backed companies per month. Deploying internal resources to roughly 3% of the companies screened in the form of product design, go to market strategy development and growth oriented partnerships with distributors and affiliate partners.

Cross-functional team lead from ideation, product definition, business case modeling, development and post launch retrospectives for 5+ mobile apps with adoption of over 1M users. Owning the development prioritization and prototyping activities with engineering teams, assisting in determining sprint schedules, and driving product roadmap with external clients.

Authored over 50+, design/functional requirements for software solutions and direct response based campaigns. Collaborating with social teams, visual designers and CMS development teams to create product road maps.

Worked on 25+ projects within agile team on globally diverse model, consisting of technical architects, developers, designers and QA throughout the solution lifecycle to ensure functionality aligned with discover phase and exceeded client expectations.

Work with IT Application Services Team to help define requirements and manage the ongoing evolution of the prospect CRM databases and software needed for direct marketing and marketing analytics.

Proactively managed the prioritization of sprint backlogs in accordance to product roadmap. Partnering with design, engineering, and marketing teams to craft and launch beautiful, easy-to-use interactive API kits for developer community to use.

Directly supervise Associate Project Manager(s), junior analysts, and manage third-party partner and/or vendor relationships, as necessary.

Boston Consulting Group (Worldwide management consulting firm with 85 offices in 48 countries) Boston, MA Consultant July 2010-February 2013

As consultant in the AdTech group, I was charged with evolving digital market toolset of my clients by implementing digital marketing solutions from DMP to marketing automation solutions. Ensuring our clients successfully implemented 360 marketing strategies at aggregate and individual level that leveraged the most advanced marketing systems and measurement tools, while employing agile optimization framework.

Architected and managed the development of web 2.0 social community project for Biogen Idec patients, resulting in greater patient connectivity and increased patient retention by 8%.

Successfully sold in an out-of-scope projects and participated in a winning new business pitch, driving $22M of new business revenue and $38M from existing clients. Earning highest book of business for north American consultant for 2 straight quarters.

Managed the design, development, and delivery of reporting solutions that identified sales activity that could be attributed to high performers which enabled my group to construct best practices hiring matrix for perspective candidates.

Led media master contract negotiations, competitive and media market reviews, cost savings exercises, client appraisals of the firm and client business review sessions.

Architected CRM/database marketing capability, execute email automation marketing campaigns and improve metrics tracking by using best practices in data acquisition, management, marketing and analytics.

EPSILON (Provider of database marketing services, marketing strategy, analytics and creative services) Wakefield, MA

Business Unit Lead December 2007-July 2010

Served as business analyst for three pharmaceutical brands; responsible for the deployment and management of interactive multi-wave marketing campaigns that represented over 5 million in annual spend and reached over 4 million people annually.

Developed and led a cohesive marketing and patient-experience strategy through creative and innovative multimedia campaigns that was later repackaged and sold to other clients as successful that 360 marketing program.

Collaborated with marketing to define functional and UI requirements, resulting in enhanced user experience and increased site conversion from novice viewer to engaged participant within the community with time on site increasing by 25%



Wellesley, Massachusetts

M.B.A Concentration, Business Analytics GPA 3.81/4.0


Waltham, Massachusetts

Bachelor of Science, Marketing

Recipient of Governor's Bootstrap Award for Inspiration and Overcoming Obstacles

INFORMATION TECHNOLOGY SKILLS: R, Python, Digital Analytics (Omniture SiteCatalyst and optimizely,Google Analytics, Hadoop, Unica Affinium Campaign Manager, PSAW (SPSS), MicroStrategy, Cognos, Business Objects, Hotjar, Inbound marketing (Hubspot), Adwords, Demandbase, Drupal, Eloque, Sales force, Demandbase, Tableau, Tealium, Social Monitoring tools (Radian6, Sysomos), Syndicated Research (MRI, Mendelsohn, JD Power), Basic HTML & CSS, Intermediate SQL DART, Magento, Balsamiq, Adobe XD/Photoshop, Microsoft Office (PPT, XLS, Word, & VISIO)

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