SUMMARY

A self-starter and innovative thinker with over two decades of experience expanding companies’ market presence via digital communications. Combines a strong business acumen, a comprehensive technical skill set, and strong communication skills to bridge the gap between stakeholder needs and project implementation.

Digital Marketing Agile Project Management Data Analytics Paid Digital Advertising A/B Testing CRM Administration Account Based Marketing Marketing Automation

WORK EXPERIENCE

ADORAMA, New York, NY

Senior Director of Digital Products 2017 - 2021

Transformed the online user experience of Adorama’s custom photo printing service, hosted at printique.com, with continuous enhancement a web-based user interface that allows users to upload photos to order customized books, cards, wall decor, calendars, and other personalized photo products.

• Created a strategic roadmap and wrote business-based specifications for the technical teams, including UX, web development, SEO and paid marketing.

• Led an off-shore team of 20 .NET developers with Agile methodologies.

• Conducted qualitative interviews with pro photographers, photography hobbyists and consumers to guide decision making.

• Optimized the customer journey through all stages of the lifecycle, including fully personalized photo experiences based on Google Vision AI.

• Partnered with the creative team to build email streams and targeted banners in a Klaviyo marketing automation system.

• Performed A/B testing and funnel analytics in VWO for all major digital product releases as part of a formal testing plan.

• Launched a SaaS platform for pro photographers and a photo printing extension in partnership with SquareSpace.

• Raised the site’s overall conversion rate from 6% to 8%.

• Won the endorsements of PC Magazine and PC World for a superior user interface within the photo printing industry.

DRIVE DEVILBISS HEALTHCARE, Port Washington, NY

Director of Digital Marketing 2012 - 2017

Built an e-commerce website, a product information management system, and a marketing automation system for a medical devices manufacturer, providing the foundation for the company’s online user experience and marketing.

• Defined user stories, brand mood boards, user experience (UX), wireframes, and integration specifications.

• Served as product owner for the off-shore development team and streamlined development by introducing agile methodologies to the organization.

• Built a marketing automation system that spanned across the web, Salesforce CRM and SAP with Oracle’s cloud-based Eloqua platform as the foundational centerpiece of the marketing technology mix.

• Introduced a product information management (PIM) system to house 3,500 medical device SKUs and wrote internal protocols for managing continuous change under FDA regulations.

• Build a lead generation funnel and communication protocols to send marketing qualified leads (MQLs) to the B2B sales team.

• Drove consumer leads to health care partners through an online dealer locator.

• Contributed to rapid of revenue growth from $300 million to $900 million annually over a five-year tenure.

INDUSTRIAL CONTROLS, Wanamassa, NJ

Marketing Manager 2009 - 2012

Led the marketing department in creating advertising initiatives for a distributor of high-tech industrial control products targeted to industrial systems integrators, installation contractors, and engineering consultants.

• Conducted market research to develop a brand messaging strategy centered around aligning goals of energy efficiency and cost savings.

• Developed quarterly marketing plans, a communication plan, a marketing dashboard with key performance metrics.

• Managed internal content creators and a team of content creation contractors to build SEO-optimized product content for products from over 100 high-tech manufacturers.

• Managed production of the company’s online catalog and first edition of a 1,200 page print catalog via an automated product information management (PIM) system.

• Managed Google Shopping and SEM bidding for Google, Yahoo and Bing.

BYRAM LABORATORIES, Branchburg, NJ

Project Manager 2004 - 2009

Served as the project manager, business development manager, and technology lead for the conception and launch of an automated meter reading (AMR) and online billing service, targeting electrical contractors, utility billing companies, and property owners.

• Conducted qualitative research with industry representatives to identify the need for efficient sub-meter reading/billing.

• Created a “Pioneer in Energy Saving Technologies” brand message and a new meter reading service branch.

• Personally designed and coded a PHP-based user interface for clients to view customized graphs of meter usage, bill tenants, and track payments.

• Landed first two multi-million dollar customers, University of Florida and McQuire Air Force Base. THE

EDUCATION

RUTGERS UNIVERSITY New Brunswick, NJ

MBA, Concentration in Marketing 2001

99th percentile on Educational Testing Service (ETS) major field test at graduation.

RUTGERS UNIVERSITY New Brunswick, NJ

Bachelor of Science, Communication and Information Systems 1998 Rutgers Fencing Team

CERTIFICATIONS

OPTIMAL PRODUCT MANAGEMENT & PRODUCT MARKETING Online 280 Group in partnership with the AIPMM 2021

CHALLENGER SALES & MARKETING Chicago, IL

CEB Marketing Leadership Council Annual Executive Retreat 2015 PROJECT MANAGEMENT WITH AGILE New Brunswick, NJ

Dual certificate in waterfall and agile PM from Rutgers University 2012 OTHER

SOFTWARE PROFICIENCIES

HTML PHP SQL SalesForce.com Marketo Eloqua Klaviyo Google Campaign Manager Google Analytics VWO Tableau Wordpress

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