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Work Background
ChiefChief Member
Dec. 2021 - Jan. 2025Chief is a private network built to drive more women into positions of power and keep them there. Chief is the only organization specifically designed for senior women leaders to strengthen their leadership journey, cross-pollinate ideas across industries, and effect change from the top down.
3 Media WebChief Executive Officer
Apr. 2021The 3 Media Web Difference: Approach. We don’t follow a “set it and forget it” philosophy. We design, develop and proactively support your website so that it is a long-term business asset built to drive revenue growth. Partnership. We are solution providers, not order takers. We get to know your team, proactively think about what’s best for your organization, and implement strategies that drive better outcomes. Responsiveness. We keep you informed and never leave you hanging. We are a team of trusted experts who value your time, providing fast and transparent communication every step of the way.
3 Media WebVice President of Growth & Strategy
Aug. 2020 - Apr. 2021
3 Media WebDirector of Digital Marketing
Apr. 2019 - Aug. 2020Hudson, MA
WakeflyDirector of Marketing/Lead Digital Strategist
Jul. 2017 - Feb. 2019Work with clients of all sizes and industries to develop digital marketing strategies to meet their goals. This includes campaigns in the areas of brand awareness, lead generation, conversion rate optimization, usability/user experience, and eCommerce/revenue growth. Manage & direct all Wakefly marketing including SEO, SEM, lead nurturing, and content marketing. Select highlights:
Agency development:
• Developed digital marketing strategies for new clients resulting in over 25% growth in digital marketing business.
• Implemented standards across digital marketing deliverables to improve consistency & quality of work. • Developed a team culture that allowed for transparency, trust, engagement and growth.
• Drove 100% growth in lead generation through content marketing, referral marketing, and demand generation strategies.
Global manufacturing company:
• Developed an integrated SEO strategy for 60 websites across the globe.
• Proposed & implemented consolidated multi-domain reporting strategy, saving client 15 hrs/month in time.
National premium, plush toy manufacturer:
• Grew paid media revenue 12% YoY while maintaining ROAS of more than 10x on Google and 11x on Bing.
Small, private college:
• Improved paid media conversion rate by 50% and conversions by 10% YoY.
WakeflyLead Digital Strategist
Apr. 2017 - Jul. 2017As the Lead Digital Marketing Strategist, I work closely with the management team to drive the direction and oversee the quality of Wakefly’s Digital Marketing service offerings as well as directing strategy on key client accounts to meet their goals and objectives.
WakeflySr. Digital Strategist
Jan. 2017 - Apr. 2017Marlborough, MAResponsible for creating and maintaining the digital strategy for Wakefly customers.
Earthwatch InstituteSr. Manager Online Marketing
Jun. 2015 - Jan. 2017Greater Boston AreaStrategize and implement online marketing & user experience efforts including PPC, display advertising, email campaigns, landing pages and customer engagement programs. Developed & implemented marketing operations processes to successfully track program ROI. A primary focus has been to identify and apply a data-driven approach to all marketing efforts that is new to Earthwatch.
• Grew advocate marketing program from 70 to over 1300 participants, increasing advocacy behavior to over 300 activities/month.
• Leveraged a newly implemented marketing automation system to develop a lead scoring & nurture program.
• Analyzed user behavior to identify & remediate UX challenges on the website, increasing donations by 7%.
• Increased the number of leads generated from 200 to 800/mo within the first 100 days through the use of chat.
• Reduced marketing spend on PPC programs by 90%, while improving click through rates and conversions.
Ipswitch, IncManager, Online Marketing
Nov. 2013 - Dec. 2014Lexington, MAManage internal and external resources on all web projects including strategy, design, and development as well as integration with Salesforce, Marketo and other third party tools. Worked collaboratively with all areas of the business to identify and act on ways to increase traffic to the websites. • Redesigned and re-architected 2 separate website projects at the same time in under 5 months.
• Increased the average number of monthly website driven marketing qualified inquiries by 500%.
• Increased click through rates of email campaign by 25%.
• Added $350k+ to the pipeline over 6 months by adding online chat technology to the website.
• Implemented a new set of web reports to enable data driven decisions to be made.
• Work with internal and external SEO/SEM resources to identify challenges and improve rankings.
• Guide content development for use on website and digital campaigns.
• Developed scalable and sustainable website localization strategy.
• Continued to bring brand consistency across all marketing materials.
Rapid7Manager, Web Strategy
Dec. 2008 - Nov. 2013Boston, MAManage the design & development of multiple web properties to deliver a fantastic user experience and ensure safe & secure websites . Continually strive to improve user experience by reviewing and analyzing visitor patterns using Google Analytics, Optimizly A/B Tests and persuasive web design principles. • Project lead on a large scale website rebranding project that included 350 webpages and over 800 images.
• Scope, design, and manage multiple web projects concurrently and on an ongoing basis.
• Administer 10000+ member external user community using JIVE software. • Manage third party saas integrations across web properties to deliver real time content, lead capture, and license creation (Netsuite, Marketo, Brightcove)
• Design marketing & event graphics such as banner ads, landing pages, email templates, microsites, pull-up banners, posters, and print ads.
• Work with cross functional teams to determine needs and turn into technical and/or design specifications.
• Manage the budget for all web design & development activities.
• Implemented JIRA ticketing system to manage 100+ website change requests per month
• Manage offshore design & development resources for website maintenance and graphics
Sunlight StudiosOwner/Web Strategy, Design & Development
Jan. 2005 - Feb. 2011Designed and developed interactive websites for small businesses seeking to improve their online presence. This included working with business owners to identify business needs and develop application requirements. • Integrated Human Resource websites with client/candidate application and tracking system through an XML API
• Developed several eCommerce retail websites generating over $200,000 in online revenue in less than a year
• Performed light video editing on over 50 videos to provide video streaming capability on website
• Guided clients in choosing cost-effective solutions to meet their business needs including content management systems such as WordPress and static HTML
• Actively managed SEO efforts for a large recruiting organization, increasing the number of page 1 ranking from 3 to 30 over the course of 2 months
• Converted client needs into actionable technical and design specifications for external designers & developers as needed
• Managed & analyzed email campaign performance for large communications company
MembersFirstProject Manager
Jan. 2002 - Mar. 2005Wayland, MAManaged teams implementing a web-based marketing communications application throughout implementation life cycle. This included coordinating efforts with cross-functional teams as well as hands-on web development and graphic design. • Managed over 150 application implementations including requirements definition, web development, and launch.
• Integrated streaming video solutions into interactive websites as part of prospective member marketing campaigns.
• Designed, developed and managed email campaigns that are viewed by 2000+ people each week.
• Developed e-commerce solution that has generated over $40,000 in revenue for the home of the Orlando Magic.
• Developed & administered internal training program on how to use XML within the MembersFirst ASP model.
• Wrote implementation guides, user guides and white papers for customers using the MembersFirst application.
XalientWeb Developer
Aug. 2000 - Jul. 2001Managed the development of internet and intranet sites from design to implementation. This included ensuring satisfaction, relationship cultivation and technical direction for clients ranging from emerging growth to Fortune 500. • Designed and developed $100,000 custom shopping cart feature on the A&E Television Network intranet enabling approximately 100 affiliate users instant access to procure over 50,000 media assets.
• Developed content management tool that saved client up to $60,000 yearly in site maintenance fees by allowing web site managers to modify, update and upload content through a sophisticated web interface.
• Developed the 300 page Ryder, Inc. website and coordinated technical efforts with three third party vendors.
• Designed and developed $250,000 web enabled lead tracking system that included automatic lead characterization and distribution throughout national organization allowing sales force “one-click” access to all information.
Oracle CorporationSenior Consultant
Aug. 1997 - Aug. 2000Lead client teams through project life cycle including requirements definition, functional specifications, technical specifications, testing, transition, training, and implementation. • Successfully lead three Oracle Applications implementations at Texas Instruments. This included an Order Management system that processed approximately 200,000 transactions per year.
• Worked with end users to develop functional and technical specifications for $200,000 customization at Data General Corporation that allowed users to track and maintain order history.
• Assisted client’s management in defining operational reports that enabled decisions to be made with real-time data.
• Resolved database corruption of material planning system that manages $10M in inventory.
• Coordinated EDI Implementation at major automotive parts supplier with over 10 EDI trading partners.
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