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United Kingdom
Work Background
AcrisureVice President - Awareness & Growth Marketing
Jun. 2022New York, United States- Co-led and orchestrated launch of Direct-to-Consumer journey, owning top to mid funnel and co-developing lower funnel with sales teams. Achieved a conversion rate of 8 – 20% and 6X lift in website traffic. - Accomplished delivery of $1B brand impressions over a period of 6 months ($11M in media spend) while leveraging AI-based audience and creative optimization. Total budget $21M.
- Achieved the brand lift from 0 – 5% (measured using a proprietary survey with US households).
- Launched Acrisure brand digitally, building on brand partnerships with stadiums nationwide. - Established an in-house creative and programmatic media-buying resources as the success of creatives continued and evolved based on engagement data. Launched 100s of new creatives over a period of 2-3 months.
- Co-leading strategy for AI-based audiences and proprietary technology.
AcrisureSenior Vice President - Regional & Specialty Marketing
May. 2023 - May. 2024New York City Metropolitan Area- Drive brand integration for 1000+ brokers with target completion in 2024. Brand integrations in 2023 achieved $1.7 M brand impressions via local search strategy and 300k email impressions.
- Define and approve Rebrand Strategy and negotiate terms with partner agencies where transition is challenging.
- Influenced largest cross-functional strategy and team of 50+ FTEs for brand integration project. - Build strategic marketing function and data-driven campaigns for 20 platforms (13 Regions / 7 Specialties) - Provide strategic direction and synergies for Marketing activities; and build a data-driven/sales- aligned Marketing plan with a KPI to drive revenue. Estimated savings of $4m across platforms for Marketing activities.
AcrisureDirector - Operations & Digital Strategy - Communications & Marketing
Jul. 2019 - Jun. 2022Greater New York City Area- Developed foundational digital infrastructure to achieve business goals – email automation, website, intranet, analytics, CRM, social media, landing pages and project management.
- Created email infrastructure for 1,000+ agencies nationally to promote business products and services.
- Grew organic traffic to the website – 0 – 60%.
- Introduced sales promoting methodologies to the partner network – ABM and LinkedIn Sales Navigator.
- Led development of digital strategies and toolkit for 300+ broker agencies, driving efficiency and EBIDTA margins, including search campaigns, social media advertising, Google landing pages, social media presence, and email marketing.
- Strategize and provide cost-effective website development model for agency partners.
- Define future roadmap and plan budgets and resources in collaboration with the CMO.
AXA XL, a division of AXAVP, Digital Marketing Strategy & Operations | Chief of Staff, CMO
Dec. 2017 - Jul. 2019New York, New York- Program Director for 90+ Communications and Marketing team; led key strategic projects for the CMO and managed $32m budget.
- Created streamlined budget reallocation and reforecasting process to align with global Marketing objectives.
- Delivered on growth campaigns with some campaigns achieving up to 300% ROI accounting for 2 large accounts at $1m each.
- Developed and orchestrated Marketing operations framework to enable effective and scalable campaigns that achieve a ROI with data-based decisions.
- Key projects during tenure at AXA XL:
• 2019: Co-led the Strategy to create a Marketing/Comms function post AXA XL formation.
• 2018: Acquisition of XL’s acquisition by AXA – Integration/Day 1 Project Director; organized 7 townhalls single handedly for the acquisition announcement while keeping it under embargo.
• 2017: Operationalize and project manage CEO townhall tour to 14 countries.
• 2015: Digital Project Director for XL’s acquisition of Catlin – websites, social media and intranet. Managed integration of the two companies’ digital properties.
• 2012: Rebranded XL – Led and built Operations team in India to onboard a new tool, Sitecore for the website and SharePoint for the intranet – Project Manager and Team Lead (Won Sitecore of the year award and Intranet of the year award by Neilson Norman).
- Introduced and piloted digital strategies – ABM, SEM, email marketing, renewal strategies, content marketing, analytics, event apps, internal engagement, and social media monitoring. - Strategized and grew a team of 2 into 10 in India and London as expert for offshoring model.
- Managed Marketing Technology & Infrastructure in coordination with internal partners, managed vendors, and drove adoption of improved processes.
- Defined marketing data governance, created a data-driven CoE and a campaign segmentation strategy.
- Led risk and compliance management across C&M activities, including social monitoring and website governance policies.
AXA XL, a division of AXAOperations Director - communications & Marketing
Sep. 2006 - Jun. 2019Greater New York City Area
XL CatlinSr. Manager - Communications and Marketing
Sep. 2006 - Sep. 2006Work with Communications & Marketing department on websites and portal on projects to align our digital space with XL's strategic objectives. Passionate for what I do, want to learn every day and apply my knowledge and experience to help businesses move fast fast forward
Interra ITMarComm
May. 2004 - Sep. 2006
InterraITMarComm professional
Jan. 2003 - Dec. 2005
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