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Work Background
Future Habitat Inc.Sr. Director: Digital Marketing
Dec. 2024• Led the design, build-out, integration, and management of martech stack, including CRM, marketing automation platforms, analytics tools, and data visualization suite.
• Created go-to-market strategies for multiple target B2B segments/audiences.
• Designed and implemented automated workflows for digital marketing, lead nurturing,
and customer engagement.
• Developed scalable campaign processes for launch, reporting, and optimization.
• Drove CRM adoption and usage across the organization, ensuring data accuracy and effective segmentation.
• Aligned CRM strategies with revenue goals and led pipeline optimization.
• Implemented AI-powered tools for personalized user experiences.
• Drove search marketing through AI optimization and content algorithms.
• Built and deployed a unified view of customer data and marketing performance.
Putnam InvestmentsDirector: Digital Marketing
Jan. 2009 - Jan. 2024Greater Boston Area• Created and implemented digital go-to-market strategies for new products, including ETFs (B2C), Absolute Return suite (B2B), Global Sector funds (B2B). • Led team that developed and executed lights-out, triggered, and ad hoc campaigns, aligned with revenue objectives and ROI analysis, leading to measurable increases in sales productivity.
• Designed and deployed integrated multi-channel marketing ecosystem. • Created Marketing Analytics Center of Excellence, enhancing data-driven decision-making across the organization. Introduced advanced analytical models for over 80 funds, including predictive analytics that provide purchase propensity lift of 240%-630% in up-sell, cross-sell, and acquisition, 12 behavioral segmentation cohorts, attribution analysis, and customer lifetime value analysis identifying 5 target populations for reactivation, concierge service, or online-only. • Implemented real-time data visualization platform for executive dashboards, tracking success metrics and KPIs for 7 separate market segments, covering nearly 100 KPIs monitored by Sales, Product Management, Finance, and Compliance. • Conducted comprehensive vendor evaluations, implementation, and management, securing multi-year contracts totaling over $5 million annually: golden-copy marketing database with identity resolution for 600,000+ unique IDs, multiple Email Service Provider (ESP) migrations, customer demographic data enrichment, SAS-based analytics solutions providing industry-best fund attractiveness scoring, online personalization tools by firm and individual, and search retargeting processes for over 100,000 opt-outs. • Implemented sales enablement tools reducing time-to-market for sales literature from 14 days to 48 hours. Combined enablement with document automation to eliminate 2 redundant positions and outside vendor costs of over $500,000.
Fidelity InvestmentsVice President: Digital Marketing
Jun. 2005 - Dec. 2008Boston, Massachusetts, United States• Led online branding and communication strategies for a leading institutional retirement services provider, significantly enhancing digital presence and engagement, including launch of Total HRO business, serving over 2,500,000 employees. • Directed comprehensive online advertising campaigns, including search engine marketing, rich media, and targeted e-communications, achieving notable increases in customer acquisition and brand awareness. • Managed relationships with creative agencies and market research firms to deliver high-impact marketing campaigns, consistently aligning with brand goals and market trends. • Oversaw the legal and marketing compliance framework, ensuring all campaigns adhered to industry regulations and company standards. • Administered a $15 million budget for professional services and promotional activities, optimizing resource allocation to maximize ROI and meet strategic objectives. • Developed and implemented staffing strategies and a succession planning roadmap, strengthening team capabilities and ensuring continuity in leadership and expertise.
Fidelity InvestmentsGroup Director: Strategic Interactive
Jan. 2001 - Jun. 2005Boston, Massachusetts, United States• Recruited and led Fidelity Investments’ first-ever integrated online marketing team, comprising content creators, UI/UX designers, back-end developers, and project managers.
• Developed and implemented innovative go-to-market e-strategies across multiple customer verticals, significantly enhancing targeted marketing efforts and customer engagement.
• Established dedicated competencies in critical digital marketing areas, including online advertising, paid search, email marketing, and the optimization of landing zones, which drove increased digital traffic and improved conversion rates.
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