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Work Background
BAG CorpVice President of Marketing and Sales
Jul. 2019Dallas-Fort Worth MetroplexMember of the senior leadership team. Managed and coached a team of 8 sales professionals, fostering a culture of accountability and collaboration. Sales team achieved sales goals for 15 consecutive months. Increased profit margins across all customers to their highest level in over 50 years. Engaging customers' leadership to enhance business relationships and improve sales. Secured more than $15 million in contracts with Fortune 500 clients through strategic negotiations. Won two RFQs to drive incremental business in 2025. Renegotiated a three-year contract with our largest customer. Lead business development efforts via an appointment setting program. Over 75 meetings. Secured 3 new accounts and 3 RFQ opportunities Transitioned the team to a full work from home environment while still hitting prescribed sales goals. Spearheaded CRM transformation by implementing Salesforce for enterprise-wide adoption. Launched a Shopify Plus e-commerce platform, optimizing digital revenue streams. Expanded digital marketing via Amazon, paid search, and social media, driving new customer acquisition. Leveraged ChatGPT to create blog, social media and email content.
Triptych MarketingFounder
Apr. 2018Dallas/Fort Worth AreaTriptych Marketing is a boutique marketing consultancy specializing in email, digital strategy, and performance marketing. Revamped email marketing strategies for brands like LALA Foods and Promised Land Dairy, driving measurable engagement. Analyzed and optimized email performance for U.S. Foods, leading to a strategic overhaul of their digital campaigns. Executed Google Analytics-driven insights for KD Studios, refining digital and email strategies. Worked with BAG Corp to evaluate new ecommerce platforms, create target audiences for email campaigns and optimized email marketing campaigns.
Moroch PartnersSr. Director - Strategy
Aug. 2014 - Mar. 2018Dallas/Fort Worth AreaAn integrated marketing agency with a focus on QSR and retail. Clients: McDonald's, Six Flags, Planet Fitness, Baylor Scott & White Health, Cheddar's Scratch Kitchen, Samsung HVAC, Springbok Energy Developed and executed integrated marketing campaigns for Cheddar’s Scratch Kitchen, driving more than $3 million in incremental revenue. Developed and launched business intelligence platforms for Six Flags, McDonald’s and Baylor Scott & White Health. Six Flags used this platform to optimize their media mix, driving a 200% increase in YOY season pass sales. Designed and implemented Samsung HVAC’s dealer acquisition strategy, delivering more than 1,200 new dealer prospects with an estimated annual value of $2.4 million. Led the development of the brand positioning for Samsung HVAC which leveraged the overarching Samsung brand and uniquely position the HVAC division as a leader in innovation and technology with the supporting tagline Built Brave.
TargetbaseVice President - Client Services
Sep. 2013 - May. 2014IrvingManaged day-to-day client relationships providing strategic oversight of marketing and analytic efforts. Provided cross-functional leadership to multiple new business efforts. Delivered strategic marketing recommendations on client communication cadence following a customer journey mapping exercise. Recommendations around frequency of communication, channel preference and content enhancements were provided. These recommendations decreased the email Unsubscribe rate by .5% to align with industry benchmarks. Led the execution of a data discovery project which provided insight into customer shopping habits, channel preferences and offer redemption rates. Collaborated with the analytics team to create testing plans to uncover offer preference, purchase behaviors tied to highly correlated products and testing of email communication frequency tied sales performance.
RAPPVice President - Account Director
Dec. 2012 - Jun. 2013Clients: Brinker, Google Wallet, Time Warner Cable - Business Class Brands: Chili's and Maggiano's Responsible for the management of cross-functional teams in the following areas: Technology, Strategy and Analytics. Led the team which migrated 2 billion rows of data, linking consumer data to create 64 million individual consumers for Chili’s. This linking created views into individual consumers never before available to Brinker. Developed a Recency, Frequency and Monetary campaign and a Lapsed User campaign for Chili’s, based on insights from consumer data revealing that 20% of guests drive 64% of the annual revenue. Only 35% of customers who lapsed for 90 days would return in the next 90 days. As a result, Chili’s reduced the frequency of couponing to its most valuable guests and increased profit margins per transaction by $1.50 with that target audience. Evaluated and provided strategic recommendations for CRM improvements for Google Wallet including refinement of technical infrastructure, data flows, reporting, customer journey mapping, and standardizing consumer communication. Participated in two new potential business opportunities, Google Wallet and Life Line Screening, winning both engagements.
EpsilonVice President, General Manager
Nov. 2008 - Jun. 2012Dallas/Fort Worth AreaClients: Amgen, Sanofi, Pfizer, Merck Brands: Enbrel, Prolia, Epogen, Sensipar, Lantus, Ambien, Nasonex, NuvaRing. Consulted with clients to tailor marketing technology, email, and data services to meet their marketing needs. Supervised a multi-disciplinary team of over 35 individuals achieving outstanding results for multiple clients. Accountable for P&L management, with a focus on improving utilization and profitability year-over-year. Developed the business case resulting in incremental savings of $1.5 million for Merck after the consolidation of three database systems. Established a team to manage internal Merck projects, which increased projects completed YOY by 400% and reduced per project costs by 57%. Recommended and implemented reporting solutions for Enbrel which improved reporting rates from monthly to weekly while providing actionable insights into marketing program performance. Led annual strategic marketing planning for the Enbrel brand from 2010 – 2012. Led in the development of a closed loop CRM strategy to integrate call center, web, email and direct mail channels.
Madison Avenue MarketingPresident/Owner
Jul. 2008 - Oct. 2008Results oriented self-starter who leverages data to drive overall strategic direction and program measurement. A holistic thinker, who examines all channels of communication to effectively create multi-channel, integrated branding and communication producing positive business outcomes. A dynamic and proven leader who has turned around underperforming teams in less than six months and has successfully increased revenue and managed multi-million dollar marketing budgets.
Integrative LogicVice President, Director of Client Services
Apr. 2007 - Jul. 2008Greater Atlanta AreaClients: Galderma Laboratories, Marriott, Goody's, BioGuard Brands: Cetaphil, Tri-Luma, Differin, Pliaglis Maintained the strategic vision and leadership in the execution of 2008 marketing plans across clients. Guided the strategy and implementation of digital go-to-market efforts for a new Cetaphil product. Efforts produced sales exceeding target by 647%. Developed and implemented an integrated digital DTC program including: online media (rich media, display), Web site, SMS and SEM exceeding all client KPI. Implemented an online acquisition media plan and offer testing strategy that delivered key learnings on offer strategy, a 12:1 ROI and exceeded goal by 15%. Led the Galderma team from failing performance scores to superior ratings in 4 months. Directed multiple brand teams in the development and execution of 4 brand Web sites. Executed the first SMS program within Integrative Logic for Differin. Convinced the Cetaphil brand to leverage YouTube to increase brand awareness via social media. Created a multi-touch eCRM conversion program targeting Teens using OTC or competitive prescription acne products with the goal of driving conversion to Differin.
TargetbaseVice President - Client Services
Dec. 2003 - Apr. 2007Dallas/Fort Worth AreaClients: TAP Pharmaceuticals, Roche (Genentech), Choice Hotels, Alcon Brands: Prevacid, Prevacid Napra PAC, Prevacid SoluTab, Activase, Cathflo Activase, TNKase, Patanol, iCaps, Opti-Free, Systane Provided strategic leadership and management of activities across multiple teams in multiple competencies: strategy, analytics, technology, creative. Executed the first digital only consumer DTC program for a major pharmaceutical company.
The program exceeded the lead delivery goal by 26% during online acquisition efforts for Prevacid. Developed a data-driven, multi-touch communication strategy for Prevacid addressing the need for conversion, retention and win back. Created a test and control methodology providing key learnings for direct response programs that were applied to a new product launch for Genentech in 2008. Leveraged multiple sources of consumer data to develop robust consumer profiles for Prevacid utilized in segmentation, media planning, and content development.
Launch AgencyVice President, Group Account Director
Nov. 2001 - Mar. 2003Dallas/Fort Worth AreaClients: Match.com, Dave and Busters, Rave Motion Pictures Managed day-to-day activities of the two teams handling the largest accounts for the agency. Executed two national marketing programs simultaneously for Dave and Buster’s and Match.com. Expanded data capture and created a CRM database of over 50,000 consumers for Dave and Buster’s. Increased sales by 26.9% for Dave and Buster’s business-to-business area. Established Request for Proposal Web site responsible for over 10,000 requests for proposals with a projected return on investment for 2002: $1.5 million. Leveraged quantitative and qualitative research to determine attitudes and usage towards key brand messaging.
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