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Work Background
Tungsten AutomationEcosystem Director
Apr. 2019Irvine, CAOversee global eCommerce channel with P&L management. Built from ground up to sell acquired software products to consumers, while generating leads for mid-enterprise businesses. • Grew quarterly revenue nearly 400% over first 3 quarters, reducing expenses by 78%, increasing ROI by 830%, and exceeded quota by 24% during COVID pandemic • Hired and managed 12-person, 24x7 global live chat sales team covering 6 languages • Manage global paid search, display retargeting, affiliate, email, paid social, and content marketing. Drove paid media channel to grow YoY by 29%, with 4.7x ROI • Redesigned website product and landing pages via AB testing to grow conversion rates by 440% • Expanded sales from 13 to over 150 countries in first 9 months • Saved company $1.3M in first quarter and $6M over the first 5 years
GrowthOutfitterCertified High Performance Coach
Nov. 2018 - Apr. 2022Costa Mesa, CAAs an elite Certified High Performance Coach, I help individuals and teams move to their next level, by guiding them to improve clarity, increase energy, influence, courage and productivity. This increases momentum across all areas of their lives, personally and professionally. • Focused on helping entrepreneurs succeed by growing their businesses online, as well as helping them remove their internal blocks that are holding them back
HireRightSr. Manager, eCommerce
Sep. 2017 - Apr. 2019Irvine, CAStrategize and lead growth of new self-serve channel for small/medium businesses worldwide for HireRight and BackgroundChecks.com brands, including product experience, marketing, acquisition, eCommerce ordering, payments, onboarding, engagement, upsells and retention • Launched prototype in 3 months, growing at 40% month over month, while automating manual-intensive processes, cutting $200k in costs, and reducing signup rejection rates by half • Generated over $1M in eCommerce opportunities in 8 months, across SMB and enterprise segments, with additional $40M+ attributed revenue • Manage global web strategy and user experience, paid search/SEO, AB testing, retargeting, demand generation utilizing account-based marketing & personalization
DropboxGrowth & Conversion Optimization
May. 2016 - Jun. 2017San Francisco Bay AreaAcquisition, free to paid conversion and payments optimization • Managed product and optimization of consumer payments for a $800M+ business, generated $20M revenue lift through conversion increases • Established consistent optimization guidelines, roadmaps, analysis, documentation, and communications across organization globally • Managed dedicated cross-functional team including 2 engineers and 2 designers • Established new processes for usability testing, implementing new landing pages via CMS, and delivering email promotions to upgrade prospects
Adobe SystemsSr. Manager, Web Marketing
Dec. 2010 - Apr. 2016San Jose and San Francisco, CABuilt and launched global web site optimization program and Center of Excellence for Adobe.com, a $1B e-Commerce site, managed 100+ acquisition and retention tests per quarter globally • In 8 months, took a non-existent testing program from 3 tests/year to 2 tests/week with a 7 day turnaround, without adding headcount, and resulting in over $4M revenue impact • Influenced process and culture change, drove real-time communication and collaboration between formerly siloed creative, editorial, analytics and development teams • Implemented workflows, increased knowledge sharing organization-wide, established and standardized processes, guidelines, roadmaps, insight analysis across global marketing and e-commerce teams as Adobe successfully transitioned from boxed unit sales to a subscription model • Drove design and implementation of mobile optimized pilot of adobe.com, including responsive, targeted content based on device and segment • Integrated remote usability and Voice of Customer studies into tests to significantly improve user experience and customer satisfaction on navigation pages by up to 80%
CarkiboCo-founder & Head of Marketing
Sep. 2013 - Dec. 2015Menlo Park, CACarkibo was started to transform the painful process of car buying, selling and ownership by leveraging mobile technology to deliver a hassle-free experience. We created a new peer-to-peer marketplace that handled the entire process of selling a vehicle from staging, advertising to managing inquiries and test drives. Sellers saved time and received a much higher sales price than selling to a dealer, while avoiding the hassles and dangers of selling a car themselves. • Generated $5M+ in revenue and successfully facilitated transactions of over 400 vehicles • Managed marketing budget, a search/social marketing manager and an analyst, reducing aggregate offline and online customer acquisition costs by 75% over 5 months, and generating leads far beyond our service area from social initiatives • Managed overall content strategy, branding, website design, as well as search, display, print, social and broadcast advertising campaigns. Drove execution and testing via third party agencies. • Hired and managed 10-person marketing, analytics and operations team
Innovative Blast, LLCOwner, Creative Director & Product Manager
Apr. 2006 - Jul. 2011Costa Mesa, CALaunched and managed marketing agency • Implemented advertising production system for Delta Air Lines and produced all of their print advertisements for sponsorships and regional advertising with turnarounds as quick as same day. Managed all specifications and technical issues with client to optimize web application for their needs from user interface, order processing, alerts and fulfillment, to reporting and invoicing. • Develop, manage and execute strategic marketing campaigns for various clients including CarsDirect.com, MojoPages.com, and projects for MTV Networks and Comedy Central.
Experian: FreeCreditReport.com, FreeCreditScore.comDirector of Web Optimization
Jan. 2009 - Dec. 2010Irvine, CA• Generated over $35MM in incremental revenue and over 1MM membership orders while increasing visitor-to-order conversion by 14% across all company sites through multiple acquisition channels. • Managed optimization, creative and development teams to run over 550 tests, including up to 90 concurrent targeted campaigns, resulting in significant impact on business direction and overall messaging. • Actively worked with marketing teams to integrate landing pages with display and search campaigns, increased order conversion over 20% through consistent user experience and messaging. • Led integration of Voice of Customer data, web analytics, offline customer data and 3rd party marketing databases with Omniture Test&Target for advanced segmentation and targeting in real-time. • Established metrics-driven AB/MVT testing strategy, processes and guidelines. Maintained test calendars, best practices, wrote test plans, analyzed and communicated results across organization.
Experian: ProtectMyID.comDirector of Marketing Operations & Optimization
May. 2008 - Dec. 2008Irvine, CA• Integral part of product launch. Managed web site design and development, optimized media placements and order funnel resulting in an overall order conversion lift of 129%.
ClassesUSA, an Experian Interactive CompanyProduct Manager
Jun. 2007 - May. 2008Santa Monica, CA• Managed shared lead generation platform and matching engine to maximize lead quality and revenue per inquiry. Led development and launched full-featured client management application in 4 months that allowed reps to manage all aspects of their accounts including client presentation on the web site in real-time. • Managed segmentation strategy, testing and optimization of email, landing pages and order funnel resulting in 45% increase in lead conversion with overall increase in lead quality.
Academic Loan GroupMarket Integration Manager
Jul. 2006 - May. 2007San Diego• Created, managed and optimized online marketing campaigns and web site. Managed direct mail calendar and lists for 1MM pieces per month to multiple segments. Developed loyalty program and managed Visa card program launch.
SalesBuilder, Inc. - now Magnify360Product Marketing / Account Manager
Sep. 2004 - Jul. 2006Los Angeles• Successfully executed strategic online and offline lead campaigns through customer segmentation and targeting. Developed interactive campaigns that doubled lead capture rate for Citrix Systems. • Launched credit improvement seminars, increased attendance by 800% and developed multiple new revenue streams. • Managed product development for SalesBuilder behavioral targeting application. Designed user interface, wrote technical specs, managed in-house and offshore developers and designers.
Action Online EntertainmentMarketing & Promotions Manager
Jan. 2003 - Dec. 2004Newport Beach, CA• Managed international online and offline marketing campaigns in four languages, developed prepaid card programs and customer loyalty program. Increased display ad click through rates by over 200% through extensive ad testing, increased downloads 10% by optimizing web site.
AccountNow, Inc.Founder & Marketing Strategy
Jan. 2002 - Dec. 2004San Ramon, CAFounded and developed a company to service 40 million unbanked and under-banked Americans. • Developed business/marketing plans and strategy, competitive/financial analysis and forecasting, recruited executive team. • Implemented high-impact direct response campaigns achieving cost per acquisition under 10% of largest competitor. • Pitched multiple Venture Capital and angel groups, raised $3MM initial round. Secured equity. • Company acquired by Greendot
Go Time Films, LLCProducer
Jan. 2000 - Dec. 2002Sherman Oaks, CA• Produced an internationally distributed feature film, the world’s first in High Definition 24p. Secured investors. Managed $800k budget, staff of 75, vendors and distribution. Won best feature at Telluride Indie Film Festival, and generated coverage in numerous national publications.
E-Commerce ProcessingFounder/Director of Marketing
Jan. 1998 - Dec. 2000Irvine, CA• Built payment processing and merchant banking company from the ground up, providing e-commerce sites and card programs. Strategic planning, development, and branding of products and services. Managed product launches from concept to advertising. Developed B2B and B2C online/offline marketing and implementation programs. Grew company from 5 to 500 in 9 months. • Streamlined processes, negotiated with vendors, and increased quality control. Managed design and e-commerce teams, increased employee productivity 400%. Developed and launched loyalty card program, reduced client turnaround times from 2 weeks to 72 hours.
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