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Website Optimization/Loyalty Program Manager

Annandale, VA
October 29, 2021

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Washington, D.C. Metro


Generates new revenue and profit by developing and implementing innovative product marketing strategies. Builds trust quickly with stakeholders and teammates to identify and drive strategy, solve problems and achieve program and financial goals. Leverages extensive experience in all aspects of marketing, eCommerce/website management, advertising, call center oversight, sponsorships and promotions to successfully deliver on large consumer and business-to-business projects requiring multi-functional, cross-company coordination. Communicates effectively to all levels of an organization.


Life-cycle Project Management

Ecommerce/Website Management

End-to-End Requirements Documentation


Loyalty Programs

Agile & Waterfall Methodologies


Research/Customer Journey Mapping


Adobe/Site Catalyst

Team Building/Cross-Functional Project Management

Call Center Oversight/SLA Compliance

Application Testing




Providing eCommerce consulting services.


Manager, My Rewards+ Loyalty Program 2017 – 2019

Responsible for managing the external call center handling My Rewards+ customer inquiries. Also responsible for implementing redemption promotions and managing online and My Fios App content.

Updated all training materials at vendor and Verizon; managed customer experience and legal protocols for transferring calls between My Rewards+ and Verizon call centers. Ensured SLA compliance.

Part of team that introduced new promotion allowing members to redeem My Rewards+ points for 90 days of a premium channel. Involved writing requirements/user stories, managing IT design, supervising testing/certification, obtaining legal and finance approval, and establishing reporting.

Utilized key Verizon backend systems in order to better troubleshoot API between Verizon and Loyalty vendor.

Manager, eCommerce Application Development & Management 2001 –2017

Responsible for creating the consumer acquisition online strategy (desktop, tablet and mobile) for key product introductions, promotions and joint marketing ventures. Position entailed understanding product and marketing vision, determining online strategy, writing requirements, securing legal approval, directing IT development, managing testing with three teams both pre- and post-production, and analyzing results in order to devise further online improvements.

Led eCommerce consumer digital effort for several major strategic initiatives:

Verizon/Verizon Wireless: Implemented the first fully-integrated Verizon/Verizon Wireless ordering functionality on in 2007. Received Verizon Excellence Award.

Cross-channel Saved Cart Functionality (“Fios FastPass”): Ground-breaking functionality that allows a customer to start an order on or with a rep, save it, and complete it in either channel.

Supplemental Ordering: Provides functionality previously available only in the Verizon business office, allowing a customer to modify online any order submitted but not provisioned.

Four major website redesigns with A/B testing implementation. Instrumental in increasing online channel mix from < 10% to 20%.

Online voting process for Boston consumers to influence Fios expansion strategy.

Implemented new product/strategy for premium channels, battery back-up, 1G Fios speed, and ONE-BILL®.

Manager, Online Partnerships and Competitive Response/Marketing Communications 1996-2000

Responsible for evaluating opportunities for strategic partnerships, implementing a co-branded website and developing customer retention recommendations for the Executive Committee.

Reinterpreted AOL marketing contract, resulting not only in better contract compliance, but also easier customer access to full range of products and services.

Negotiated promotion that increased click-through by 25% but cost the company only $.125 of each promotional dollar.

Developed advertising campaign for new 800-number calling platform, increasing minutes of usage by 100% in four months. Received Verizon Excellence Award.


Master of Science in Journalism (Advertising) Northwestern University - Evanston, IL

Bachelor of Science in Communications Miami University - Oxford, OH


Certified Usability Analyst (CUA) TM

Certification in user-centric website design, functionality and testing

Awarded by Human Factors International

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