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Work Background
ConfidentialFractional CMO/Marketing & Brand Strategy
Feb. 2024Utah, United States · Remote
RightpointMarketing
Jan. 2022 - Feb. 2024Utah, United States · RemoteLed marketing initiatives across multiple strategic areas, including generative AI, resulting in a significant contribution to pipeline growth. Developed and implemented a go-to-market strategy for generative AI, product experience, and Healthcare and Life Sciences markets, driving thought leadership and lead generation through content creation. Launched a content production and distribution strategy, achieving a 50% increase in lead generation compared to previous campaigns. Wrote, co-wrote or ghost wrote successful articles. A few examples: https://www.rightpoint.com/thought/article/unlocking-growth-and-innovation-navigating-the-product-experience-journey https://www.rightpoint.com/thought/article/generative-ai-and-the-new-creative-landscape https://www.rightpoint.com/thought/article/balancing-user-experience-and-business-goals https://www.rightpoint.com/thought/article/beyond-the-showroom-the-digital-evolution-of-car-buying https://www.rightpoint.com/thought/article/maximizing-the-product-life-cycle https://www.rightpoint.com/thought/article/from-acquisition-to-retention-the-untapped-potential-of-loyalty-programs https://www.rightpoint.com/thought/article/patients-are-shopping-for-providers https://www.rightpoint.com/thought/article/what-is-product-experience
Hoodoo DigitalVP of Marketing
Jun. 2019 - Feb. 2024Salt Lake City Metropolitan AreaFounded and scaled a new UX design and information architecture division for the digital agency, achieving over $5M in revenue within the first two years. Launched the Cord.Tools brand to drive adoption of bespoke tools for Adobe Experience Manager, steering its position as the leader in 3rd party dev tools. Spearheaded multiple Adobe Summit events as a platinum sponsor, generating thousands of new leads despite pandemic-related challenges. Drove site content authority to first-page SERP in highly competitive keywords (for example: “What is Adobe Target” and “Adobe Franklin”) through a strategic content plan focused on SEO and the company blog. Executed successful SEM and SEO strategies, driving year-over-year growth in customer acquisition and boosting organic search rankings. • Through content strategy, saw several key pages hit page 1 on SERP (eg. "What is Adobe Target")
• Led the creation of high value content like case studies and presentations (https://www.youtube.com/watch?v=dCc0_6slFwM) Led the redesign and ongoing optimization of the company website, utilizing UX principles to enhance user engagement and increase conversion rates by over 40%.
Western DigitalDirector II, Global Web Experiences
Jan. 2016 - Dec. 2019Greater Salt Lake City AreaKey Contributions: E-commerce Strategy: Implemented an innovative B2B & B2C e-commerce web strategy, significantly enhancing online user engagement and sales. Analytics & Optimization: Revamped the analytics team to foster a measurement culture. Oversaw content optimization and the implementation of Adobe Target for A/B testing and personalization. Performance Metrics:
• Achieved a 22% increase in revenue.
• Realized a 400% growth in conversion rates.
• Attained an 11% increase in average transaction value.
• Delivered double-digit year-over-year web lead growth for B2B. Unified Tools & Platforms: Successfully unified SEO, sentiment analysis, social monitoring tools, and analytics tracking platforms. Leadership in UX: Led UX-focused marketing teams, developing a comprehensive design system framework.
SanDiskDirector II, Global Web Solutions (Strategy & Design)
Jul. 2014 - Dec. 2016Greater Salt Lake City Area and Milpitas, CAAs a result of the SanDisk acquisition, I was promoted to lead the global digital teams where I was also merged multiple organizations. Led the design, strategy, and development of websites focused on the enterprise, OEM, and consumer websites across 22 localized languages. Revamped the lead capture efforts for web-based marketing programs and led the transition to Adobe Experience Manager (AEM) CMS, Adobe Target, Adobe Analytics as well as updated other mar-tech applications and processes . Put in place a global web strategy and created an enterprise web presence that increased exponentially year over year. • Modernized and managed web team in both Salt Lake City, UT, and Milpitas, CA
• Led design, strategy, and development for websites with a focus on the enterprise flash market
• Revamped lead capture efforts for web-based marketing programs
• Managed vital integration activities for web efforts related to the acquisition
• Led transition to Adobe Experience Manager (AEM) CMS
Fusion-ioSr. Director, Enterprise Web Solutions
Jan. 2008 - Jul. 2014Greater Salt Lake City AreaKey in helping build the digital and marketing strategy from the early days as a start-up through helping it grow through going public and eventual acquisition. Managed a cross-functional team overseeing the creation of the digital marketing infrastructure for corporate online presence, demand generation, social media strategy, and designed UI/UX for enterprise software applications. Developed a corporate communication platform integration, improved corporate website performance, and handled all internal “across the enterprise” web applications and portals. I devised a web-based lead generation strategy to market our flash memory products by sharing interesting memorization facts and content on our website. One article was about the World Memory Champ, Nelson Dellis, who said that he developed his skills by memorizing the names of Hobbits from J.R.R. Tolkien’s classic novels. That one article outranked all “hobbit-themed” content on the web, achieving domain authority for a long time. • Built digital marketing infrastructure for corporate online presence, demand generation, social media strategy, and designed UI/UX for enterprise software applications
• Developed content and design strategy with proven domain authority results and innovative web-based lead generation strategy
• Managed the cross-functional team overseeing the design, development, and implementation of web and marketing solutions
• Developed corporate communication platform integration, improved corporate website performance, and handled all internal "across the enterprise" web applications and portals
BuildaContainerChief Technology Officer
Jan. 2006 - Dec. 2008Greater Salt Lake City AreaI was hired to develop a retail-focused auction system that combined online and onsite auctions and improved user experience by implementing a network of touch screen kiosks using cutting-edge front-end technologies. Also, as the head of marketing, I helped drive sales to over $2M annually. I developed an innovative system for optimizing the packing of shipping containers of mixed goods that effectively distributed weight and helped reduce costs. • Directed the development of a retail-focused auction system that combined online and onsite auctions • Improved user experience with a network of touch screen kiosks using cutting-edge front-end technologies
United HealthCare Services, Inc.Director, Creative Media and Human Factors
Jan. 1999 - Dec. 2006Greater Salt Lake City AreaI was recruited to develop the multimedia department of a company that was being acquired by United HealthCare Services. I hired the team and acquired the tools and systems needed to run our department, including implementing Agile techniques to accomplish tasks in short iterations. I oversaw the development of interactive media content, the website, hybrid user experience applications, and product marketing materials. Streamlining the workflow increased our task completion rate by 50% in bill error processing and data verification systems. Our team also delivered the highest performing ad for a product in 2 years. I led the innovation of the design and ergonomics of web applications and smart client application interfaces for bill adjudication software. I also led the UI replacement for the flagship product.
After the acquisition, I developed the Creative Media department for our division which led to becoming the Director of Creative Media and Director of Human Factors Engineering and Product Development. • Streamlined workflow increasing task completion by 50% in bill error processing and data verification systems • Delivered highest performing ad for a product in 2 years
• Led innovation in the design and ergonomics of web applications and smart client application interfaces for bill adjudication software, and led UI replacement for flagship product
• Created a web-centric design and development team to modernize development organizations • Collaborated with designers, developers, and business analysts in rapid application development environments, employed Agile techniques to accomplish tasks in short iterations
HealthCastMultimedia Director
Dec. 1997 - Dec. 1999Boise, Idaho AreaI was hired to lead the marketing team and as I assessed the needs of the company I decided to combine cross-functional departments—Art, technical writers, front end Dev team—to create an interactive marketing department. I streamlined the processes and systems within the technical publications group by transitioning printed content into online content. I also helped rebrand the company image by modernizing the website and offering updated interactive features and tools. • Created an updated, brandable company image through the creation of interactive marketing tools
• Assisted HealthCast and partner healthcare companies in the development of Windows/Web interfaces
• Supervised staff of seven artists and writers developing various materials, including a 700-page user manual for product offerings. • Streamlined company processes by combining similar but separate groups with common competencies • Modernized the technical publications group with standard delivery via HTML.
Micron Electronics - MicronPCMultimedia Director
Apr. 1994 - Dec. 1997Boise, Idaho AreaI was initially hired as a salesman but as a tech-savvy employee, I saw an opportunity to enhance sales by implementing what was at the time, innovative internet systems and processes. I took the initiative to work with the IT department and proved that by using sales team email addresses, a sales website, and other online platforms, the company could extend the reach of my newly created internet sales team by allowing them to communicate with prospects online instead of via telephone. Later I worked with an engineer to create a system of short-run CDs to consolidate external tools and information used in software setup. This reduced packaging and shipping excess and saved the company over $2M and provided a cost-effective process for delivering software My track record of successfully streamlining processes, reducing costs, and increasing revenue, led to the company investing in a state-of-the-art multimedia department where we developed innovative interactive user experiences using video and animation in an era before Flash was the standard. During my time as the Multimedia Director, I oversaw the creation of CD-ROMs, video, audio, and other specialized web projects for a leading PC maker selling directly to consumers, government, and education markets. • Saved over $2m annually by implementing cost-saving measures
• Created and coordinated development of multimedia materials: CD-ROM, video, audio and specialized web projects for a leading PC maker selling directly to consumers, government and education markets
• Oversaw internal and outsourced production of promotional and educational tools • Created online sales team and strategies to take advantage of the emerging technology
• Saved company millions of dollars annually by establishing a better software delivery process
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