.experience

Paradigm Insights

Paradigm Insights specializes in consumer insights and marketing consultation.

President | Independent Consultant

2016 to present
  • Lead marketing consulting practice for Paradigm Insights.
  • Consultancy projects ranging from wholesale, retail brands to non-profits.
  • Expertise in marketing strategy, digital marketing, ecommerce and marketing data integration and automation.

Children International

Children International is a global, non-profit with a mission of eliminating child poverty.

Director of Marketing Operations

2017 to 2020
  • Hired permanently following a consulting engagement to build and lead marketing execution teams including digital direct, direct mail and website; the newly formed Marketing Ops team had 5 direct reports including the production manager leading a production team of 15.
  • Accountable for digital direct marketing execution and automation.
  • Executed marketing communications including a full print production team producing highly personalized direct mail for loyalty and acquisition marketing efforts.
  • Accountable for Children.org websites including the contributor experience.
  • Responsible for collaborating in the development of the marketing strategic plan and channel mix modeling. This includes development of the annual marketing budget.
  • Accountable for staffing and budget management for the marketing operations areas.
  • Led teams to identify and implement a new work flow management system and a digital asset management system. Responsible for collecting user stories and authoring RFP's and evaluating and recommending systems to Executive Committee. Implemented both systems on schedule within allocated budget.
  • Recommended and led the re-implementation of Sales Force Marketing Cloud automation platform to utilize data extensions and the Journey Builder application.
  • Implemented GDPR and other data privacy measures as a key part of the core team.

Silpada Designs

Silpada is a direct sales jewelry and accessories company.

Senior Digital Marketing Manager

2016 to 2017
  • Manage the digital marketing strategy and execution including direct to consumer sales through Silpada's English and French websites.
  • Responsible for digital display, search, digital direct and social marketing channels.
  • Developed and led digital and social strategies that have driven 84% growth in ecommerce retail sales YTD.

Lee Jeans

A leader in Denim and Denim fashion for 125 years. Part of the VF Corporation.

eCommerce Manager

2012 to 2015
  • Leading strategy and delivery of direct to consumer eCommerce business line initiatives for Lee.com, including development and measurement of strategic goals, objectives, and KPI's
  • Grew 2013 topline revenue 16% by improving segmentation targeting and conversion rates while website traffic and marketing budget remained flat.
  • Lifted CSAT score from 70 to 75 in a 6 month timeframe by implementing usability improvements to Lee.com which enhanced the customer experience.
  • Simplified online customer purchase path without additional costs to annual budget. Modifications generated a 2 point conversion rate increase and $2.5M increase in annualized revenue.
  • Leading eCommerce internal delivery team and oversight of 3rd party agencies/delivery partners.
  • Managing interactive marketing strategy, budget and execution for email, paid search, affiliates, and organic search. Collaborating cross functionally on Lee social branding, PR, direct response banner strategy/execution, and customer support services.

Hallmark Cards, Inc

Largest manufacturer of greeting cards in the U.S.

Digital Analytic Project Leader

2011 to 2012
  • Analyze various digital data sources for insight. These sources include data from Hallmark.com, search engines, social networks, etc.
  • Leverage analytic tools such as Omniture SiteCatalyst, Hitwise, etc to analyze performance of various marketing campaigns and website updates.

Project Manager Innovation Platform

2010 to 2011
  • Contributed to innovation teams responsible for creating new products and services for Hallmark.
  • Manage various innovation and commercialization projects for the Emotion My Way innovation platform leading to a projected $3 million of new revenue in the first year.
  • Worked with Strategos process to develop migration maps for innovation platform.

Mobile Program Manager

February 2008 to 2010
  • Developed project and product plans for new Hallmark Mobile application and coordinated with 3rd party application vendor. Launched July-2009
  • Managed the design for the mobile.hallmark.com website including all components of user experience such as the navigation, flow through purchase and on-line content. Coordinate with 3rd party vendor to code and host the website.
  • Integrated learning from consumer testing into application and website design.
  • Drove over 300,000 application downloads in 18 months.

Direct Web Store Manager

2005 to 2008
  • Develop the strategy for Hallmark.com commerce section including navigation, top pages, taxonomy of product visual presentation and online marketing message.
  • Responsible for user experience throughout the commerce portion of the Hallmark.com website focusing on meeting consumer need and driving lifetime value of consumers.
  • Integrate with 3rd party technical teams to produce, test and implement changes to the website, order management systems, on-line search system, order fulfillment systems, etc.
  • Coordinate with in-house and freelance creative resources to provide content required for commerce sections of Hallmark.com.
  • Manage team to efficiently merchandise Hallmark Direct website to coordinate with other online and offline marketing tactics.
  • Responsible for on-line sales and conversion of visitors to site. 10.5% revenue growth in 2006. Conversion average of 5.6% for all product lines.
  • Application of web analytic tools to drive testing and improvement of all segments of the website experience.
  • Responsible for building viral traffic by using various tactics including search engine optimization (SEO), link building and tell a friend functionality.
  • Built web store team beginning in 2005 to apply fact based decision making to the art of online visual merchandising.
  • Responsible for leading marketing peak period war room activities during Valentine's Day and Mother's Day peaks.

Manufacturing Engineer II HallmarkFlowers.com Operations

2002 to 2005
  • Design and implement Peak Planning tools for the Hallmark Flowers distribution hub.
  • Design and implement work order system for production.
  • Managed various projects for the growing flowers business resulting in labor and utility savings.

Manufacturing Engineer II

2000 to 2002

Quality Manager Hand Assembly

1997 to 2000

MAC Equipment, Inc.

Manufacturer of pneumatic conveying equipment. Supplies engineered turnkey systems to secondary manufacturers in the food, pharmaceuticals and wood processing industries.

Director of Quality Assurance

1996 to 1997
  • Established quality role and practices for manufacturing and installation of pneumatic conveying components and systems.
  • Reduced warranty cost by 30% in one year as well as reduction in rework.

Engineered Projects Buyer

1995 to 1996
  • Purchased all components for turnkey systems not manufactured by MAC. This included bidding and selecting vendors for equipment and contractors for various construction specialties.
  • Responsible for scheduling and delivering on time and budget for all non-MAC supplied components within projects. There were usually 5-6 turnkey projects active at a given time supported by 5-6 design engineers.
  • Managed autocad drafting group to support the engineered projects group.

Performance Roof Systems, Inc.

U.S. subsidiary of an international manufacturer of industrial bitumen roofing material.

Operations Manager

1992 to 1995
  • Overall responsibility for production, warehouse and purchasing.
  • Managed workforce of full time and temporary labor including staffing decisions.
  • Responsible for quality, schedule and cost for products manufactured in the US.

Jostens, Inc.

Silk screening division of a leading provider of products, programs and services that help people celebrate important moments, recognize achievements and build affiliations

Project Engineer

1992

Allied Signal Aerospace — Bendix

Contractor to the Department of Energy manufacturing non-nuclear components for nuclear weapons.

Industrial Engineer

1988 to 1992