| Marketing and customer experience leader with over 30 years of experience driving growth leveraging all aspects of digital and traditional marketing (both for brand building and performance) • Built in-house digital marketing and user experience teams for major brands, scaling them from 2-3 employees to as many as 60. • Evaluated internal media buying capabilities to understand what part of the function should be outsourced. This led to a 12% decrease cost per point for our traditional TV buys. • Led a $12M user experience test-and-learn program that delivered 220% ROI in year one. • Deployed a fractional attribution model that allowed us to understand channel contribution and interdependence. This drove the reallocation of a $130M marketing budget and a 9 pt. improvement in overall ROI. • Developed customer insights to fuel decision making and shaped leading-edge creative campaigns that drove an 11 pt. increase in TOMA and a 6 pt. increase in Preference. • Created and enhanced user experience and an acquisition marketing programs that grew online sales from $135M a year to over $1.5B. |
