Accomplished, senior digital marketing expert & leader with 12 + years of experience and strong analytical skills who drives results by defining and implementing strategies across multiple mediums & platforms.
Key areas of expertise include all digital and social marketing channels, acquisition (paid search, SEO, online display advertising, email marketing, affiliate marketing, paid social marketing), retention strategies, web analytics and reporting, CRM, project management and online merchandising. Proven experience working with cross functional teams, agencies and industry partners.
2015 – Present: Barney’s New York & Barney’s Warehouse
Digital Marketing Director
Oversee all online acquisition, retention and brand awareness programs (SEM, SEO, Display, Paid Social & Affiliate Marketing).
Increased new customer acquisition growth by 11% YoY and retention efficiency by 3bps YoY through development of full funnel marketing strategy
Develop traffic strategy, revenue and budget projections to drive profitable growth across all channels and mange to ROAS & CPA goals.
Develop cross channel audiences, customer-centric segmentation strategy and cadence using CRM and third-party data.
Grew and developed acquisition programs across affiliates, social media and Google, resulting in 29% YoY growth.
Responsible for all digital marketing related reporting, analytics and business insights.
Oversee and implement full funnel creative, messaging and targeting strategy for all digital marketing channels, resulting in 15% YoY increase in performance marketing conversion rates.
Grow international brand presence and penetration in key markets, including China, Australia, South Korea, Canada, UK.
Developed Full Funnel China marketing strategy resulting in 68% YoY topline revenue growth from China
2010 – 2015: Macys.com
Omnichannel Director of Marketing Men’s, Kids and Leased Departments (2013-2015)
Grow & develop all aspects of the men’s marketing strategy (including online & mobile) increasing sales by 35% YoY
Increased email sales by 20% YoY through development of email marketing, concepts and direction
Increased conversion by 40% YoY through execution of customized brand and product rich media experience and optimization of the site experience through site analytics
Grew Men’s web traffic by 20% YoY through key brand exposure and targeted SEM, affiliates and Online Media
Spearhead relationships with brands (including Levi’s, Ralph Lauren, Armani, Calvin Klein and Tommy Hilfiger), develop on-site promotions and marketing programs to increase brands exposure and revenue
Build online marketing budgets (paid search, display) and working with the analytics team in identifying customer targets and communicating results.
Develop social media strategy (FB, Twitter) to increase engagement & grow the fan base (doubled YoY)
Senior Online Marketing Manager Men’s, Kids and Leased Departments (2010-2013)
Grew and developed the men’s and kids marketing strategy
Increased email sales by 20% YoY through development of email marketing concepts marketing and promotional calendar
Developed customized brand and product rich media experiences to optimize customers path to product and conversion
Grew Men’s web traffic by 23% YoY (2013) through key brand and product exposure through targeted SEM, affiliates, Online Media/Display campaigns and SEO
Managed paid search strategy, set budget & goals and managed promotional calendar.
Managed the launch of all Leased businesses (Sunglass Hut, Finish Line) on Macys.com
2007 – 2010: Redcats USA (now Full Beauty Group, formerly part of PPR Group)
Marketing Manager: Online & Offline Jessica London/Avenue.com (2009 -2010)
Led all online marketing programs & budgets ($3 million in budget/year), grew total web traffic by 40%
Managed online marketing programs merger between Jessica London and Avenue
Grew paid search revenue by 10% & new customer acquisitions by 48% through campaign re-organization, keyword expansion, ad copy & landing page optimization
Championed and managed social media marketing initiatives resulting in 125%+ in fan base and increased ROI
SEO: optimized website copy, tags & links resulting in a 50% increase in rankings on targeted categories
Managed print marketing through acquisition & prospecting, resulting in +13% in new customers & +34% in revenue
Digital Marketing Analyst Jessica London (2008 – 2009)
Ran and grew all online marketing programs, increased new customers by 30% & reduced acquisition cost by 37%
Directed email marketing program, including analysis & segmentation, and acquisition & reactivation programs
Responsible for growing the email file through prospect targeting on online marketing programs (+14% YoY)
Built paid search program through keywords growth, ad copy & landing pages optimization (+17% in conversion rate)
improved affiliate program, through developing key partnerships, increasing revenue by 43% & new customers by 78% YoY
Developed re-targeting and display programs: doubled revenue and new customers through creative tests & targeting
Comparison Shopping (CSE): optimized product listings, displays and copy
Online Marketing Analyst Bargain Catalog Outlet and Closeout Catalog Outlet (2007 -2008)
Pioneered online marketing programs including SEM, affiliates, comparison shopping and emails (+86% in demand YoY)
Grew email demand by 77 % year over year, increased new customers acquisitions for paid search and affiliate programs (x11 and x40 respectively)
Email Marketing Specialist Corporate Marketing (2006 -2007)
Deployed marketing email campaigns across all 11 Redcats Brands, managed and improved email compliance
Supervised email file growth initiatives (E-append and ECOA), analyzed email campaign metrics and made recommendations on improving key metrics
Launched ‘Birthday’ and ‘Abandoned cart’ emails generating the highest $ per delivered email ($3.00)
2005 – 2006: Digital Connexxions Corp
Email Marketing Campaign Coordinator
2005: NYC 2012 International Olympic Committee
Digital Marketing Intern
1999-2004 - Penn State University BA in Management – Minor in Economics & International Business
Skills & Interests
Online Advertising, PPC, Web Analytics, Marketing Strategy, Social Media Marketing, Customer Acquisition, Marketing, Marketing Communications, SEO, SEM, Digital Marketing, Online Marketing, Customer Retention, Budget Management, Business Development, Digital Media, Reporting & Analysis, web analytics, Social Media, Facebook Marketing, Google Adwords, Google Analytics, Referrals, Cross-functional Team Leadership
Retargeting, Cross Channel Marketing, Paid Search, Organic Search, intergrative Marketing, Budget and ROI Management
Basketball player and fan Ancient History enthusiast Astrology enthusiast World Travel and exploration