Qualifications Profile

Innovative, results-driven, and performance-focused marketing communications director, with a proven track record of developing successful digital product and content marketing strategies across a variety of channels. Expert in international marketing, segmentation development, eCommerce leadership, and building and shaping world-class marketing and eCommerce organizations. Armed with well-defined entrepreneurial acumen and a broad understanding of Software as a Service (SaaS) products and technology. Effective at developing and leading teams in delivering outstanding service while adhering to company values and culture.

Core Competencies

Search Engine Optimization Large-Scale Project Management Client Relations and Negotiation Product Positioning

Digital Content Strategy Development Marketing Automation Data Analysis Client Acquisition and Retention

Social Media Administration Agile and Lean Methodologies Conversion Rate Optimization

Professional Experience

Global Christian Relief (Formerly known as Open Doors USA) Middletown, DE

Director – Direct Mail Jan 2023–Sep 2023

Led the direct mail strategy, personalization, execution, and audience management

Managed projects for direct mails and digital programs, including analysis and reporting of direct mail

Director – Customer Experience Sep 2021–Dec 2022

Optimized the customer experience for non-profit donors, including personalization program setup, and persona and journey development

Drove continuous best-in-class UX/UI experiences by researching and obtaining data to develop actionable insights

Facilitated all phases of the A/B testing program for web, and app and email executions, comprised of testing ideation, implementation and analysis

Notable Accomplishments:

Established, implemented, and enhanced the loyalty/monthly donor program, thus increasing business efficiency

Employed donor journeys across all channels to boost user experience and average donation

The Hertz Corporation Estero, FL

Senior Director – Digital Content and Operations Jun 2016–Apr 2020

Guided global and local search engine optimization (SEO) efforts, as well as the rebranding executions, using a balanced and disciplined leadership approach

Directed the project management initiatives to improve the UX/UI for all digital platforms, such as desktop, mobile, and apps

Functioned as an interim vice president for the eCommerce Marketing Team during numerous c-suite and senior management team changes

Supervised a 20-member team of marketing and product management employees assigned to different states and countries

Notable Accomplishments:

Initiated customer-first procedures to drive parity between online and offline experiences

Devised and rolled out digital content strategies for different websites, including Hertz, Dollar, and Thrifty

Exhibited innovation and capacity to excel by driving continuous improvement of global multi-brand digital platforms, which resulted in a 6%-point conversion improvement

Surpassed digital platform revenue gains from $2.5B to $3B annually in three years

Implemented innovative refinement of cross-functional processes consequently lessening the time to market for marketing campaigns by six days

Directed and developed global content and executive 36 dialects and more than 150 source markets, providing insightful vision and guidance

Executed strategic budget changes and contract renegotiations, thereby saving over $2M

Led the successful relocation of eCommerce Team with zero loss of productivity during headquarter migration from New Jersey to Florida

Played an instrumental role in revamping and re-platforming of all digital properties, and managing the research and analytics of data information

Operationalized content processes and eCommerce and product management functions with agile methodologies, thus decreasing time to market by 35% and concept-to-design-to-development by 40%

Exemplified solid expertise in leading business and operations consequently achieving the CEO’s Global Leadership Award

Senior Director – Digital Marketing Oct 2011–Jun 2016

Managed online marketing budget from $22M to $34M, encompassing the paid search, display advertising, and SEO

Handled a team of five direct reports and three digital, media, and search agencies

Notable Accomplishments:

Increased Hertz.com traffic by 25% and annual revenue from 6% to 8% since 2010

Oversaw the company website and managed Dollar.com and Thrifty.com during the 2012 acquisition, which substantially grew business efficiency and productivity

Significantly reduced the company budget by $1M, and amplified media return on investment (ROI)

Joined the Women Leading Change initiative to empower women in corporations

Initiated social media campaigns that boosted social media followers of Hertz, Dollar, and Thrifty by 15% on Twitter and 10% on Facebook

Earlier Positions Held:

Senior Director – Web Marketing

Manager – Global Web Content and Business Development

Manager Coordinator Administrator – International Marketing

Education

Master of Business Administration: Sep 2023

GPA: 4.0

Rasmussen College Online

Bachelor of Science in Digital Marketing: Dec 2021

GPA: 4.0

Rasmussen College Online

Technical Skills

Facebook Twitter ForeSee/Verint ContentSquare InMoment Adobe Experience Manager Photoshop WordPress Google Search Console Google Analytics Adobe Site Catalyst Google Ads Microsoft Office Suite IBM Cognos Quary Studio JIRA Salesforce Adobe Creative Suite Marketo HubSpot

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