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Work Background
Annie's AtticPresident & Chief Operating Officier
Jun. 2023 - May. 2025• Strategic Vision: Designed the restructure of a legacy business across a ~$60M portfolio to convert sales from linear to digital. Redeveloped operational process flow to properly function with new end-to-end technology and data architecture including generative and agentic-AI constructs.
• Turn Around: Conducted a 60-day turn around to improve cash flow across the organization and convert on-hand inventory into cash yielding ~200% trend-line growth and increased cashflow by ~$7M. Improved cash-conversion cycle from 6-12 months down to ~30 days. • Risk Mitigation: Reduced annual operating expenses by 87% per item with an AI decision engine built into the ERP. Reduced company-wide operating expenses 18% ($5.5M) to improve free cash flow (EBITDA), added a WMS to improve inventory inaccuracy from -92% to -15%. • Scalability & Growth: Consolidated 31 labels under Annie’s Attic. Engaged new points of distribution to drive sales with net-negative inventory models to improve incremental margin from 40% to ~80%. Restructured supply chain and compliance with new terms and conditions which improved margin 38% and reallocated $2M of cash from prepayment terms to Net60 terms. • Culture & Leadership: Directed the teams to performance culture which is intentional, data driven, customer centric, and maintains high business ethics. Direct leader of 120 employees. Deployed working groups who are tasked with developing solutions for critical problem statements. • Financial Governance: Reformed financial operations with a new ERP to integrate and automate sales orders, purchase orders, returns, COGS, etc. into the general ledger. • Technology & Data Governance: Built the firm’s first product hierarchy to enable proper tracking of COGS, improve inventory accuracy, and demand planning. Consolidated five customer databases into a singular customer data layer to access customer data for the use of addressable and personalized sales.
ALDI USAHead of Digital & Media
Oct. 2018 - Mar. 2023Batavia, Illinois• Ownership of the digital and media customer experience (CX) of Attract, Convert, Retain, and Measure for online and in-store sales. Television, online video, audio, SEM, SEO, online merchandising, user experience (UX), user acceptance (UAT), content management, customer satisfaction (CSAT), product discovery via on-site search, recommendations and basket building, online analytics, Aldi US app, social media, and email marketing.
• Leads an inspired team of ~60 staff members plus agencies and media vendors to drive the omnichannel view of the shopper with a focus in agile business management. • Daily management of a full technology stack transformation to Adobe Analytics, Launch, Target, Campaign, AEM, Tealium, Spryker, and native Aldi app.
• Overall, $6B total in incremental sales have been driven since 2018, both in-store and online with 25-40% of in-store visits touching a digital ad. • Digitally transformed television, video, audio, display, and social media into an addressable performance media business leading to a 60% reduction in CPM, 8% increase in reach, and over $3B in incremental revenue. • Established the SEM and SEO channels which drive over 50% of the last click traffic to Aldi.US and referral to shop.aldi.US
Overall traffic to Aldi.US is up 70M visits annually since 2019.
• 500% email list growth since 2019 while building email automation workflows and modular design to house content at scale. • Developed Aldi’s first user experience (UX) practice driving an increase in conversion rate over 500 bp by developing a customer driven approach to taxonomy, product discoverability, on-site testing framework, and content management.
Design ToscanoVice President, Ecommerce and Digital Marketing
Dec. 2017 - Oct. 2018Greater Chicago Area•Directly owned Ecommerce Marketing, Merchandising, and IT across all paid, owned, and earned assets inclusive of print and brand development. •Drove growth in revenue performance by 10-30% YoY on flat spend comps due to driving change management within the on-site experience, top of funnel brand development, bottom of funnel demand capture techniques, and effective prioritization of the front end IT project pipeline. •Leveraged customer and product level data to strategically craft the Design Toscano brand for long term growth and success.
Sears Holdings CorporationDivisional Vice President, Digital Marketing
Jun. 2015 - Jan. 2017Greater Chicago Area• P&L accountability for $200M of digital media spend and $1B+ of revenue across SEM, Social, SEO, PLA/LIA, Affiliate, and Display marketing channels with additional halo to brick and mortar stores. • Improved operating profit by ~15-20% YoY through local digital levers, channel analysis in audiences/customer segements, programmatic media buying, and profitable growth in key areas including SEO to diffuse the cost of paid channels. • Key responsibility for strategic development and performance of the digital marketing channels for the full line store business units within Sears and Kmart across desktop, mobile, tablet, all geographies, and all audience/segment types. • Leveraged customer data by partnering with a team of data scientist on customer lifetime value based on entry purchase vertical and downstream value adds. • Partnered with engines, agencies, and other third parties on tracking online media dollars to in store sales, which provides deeper visibility into the proper media mix that will support the organization’s transformation and financial goals. • Focused on excellence in operational process flow through coaching and educating an inspired team of directors, managers, and specialists. • Enjoys a “hands-on” approach to leadership.
FTDSenior Director, Digital Marketing
Apr. 2012 - Mar. 2015Greater Chicago Area• Led and reformed FTD’s Ecommerce marketing strategy in brand development, attribution and lifetime value models, customer segmentation, mobile marketing strategy, channel infrastructure, investment strategy, and marketing mix to achieve top and bottom line goals
• Worked concurrently with cross functional teams in retention and loyalty, merchandising, design, creative, logistics, product management, IT, and finance to drive towards the long term strategic pillars such as EBITA growth, mobile site enhancements, media mix, etc. • Leveraged strategic relationships with Google, Yahoo, BloomReach, Facebook, etc. to stay on top of softening gross margins and increased marketing costs • Comprehensive profit and loss (P&L) responsibility for 50-70% of the annual revenue and contribution margin (CM) of the Online Business Unit at FTD.com. This equates to 25% of the business at large. • Overall accountability for the general management and strategic direction of FTD.com through online merchandising and acquisition marketing across desktop, tablet, and mobile platforms
• Led a staff of managers and specialists in their daily tasks to achieve annual revenue plan, grow CM YoY, track and report on KPIs, and develop price, promotions, and margin plans
• SEM’s Non-Brand sales up ~20-30% in 2012; Brand up 20% in 2013, CM up 10-20% in both 2012 and 2013 • Implemented content strategy focused on communicating FTD’s brand differentiation which lead to SEO growth of approximately 5-10% YoY • Worked with multiple attribution models to assess the financial impact on the bottom line
Sears Holdings CorporationInternet Marketing Manager
Mar. 2010 - Oct. 2011• Performed as both a channel manager and a single point of contact for internal business units directly managing a total revenue stream of $100-300M annually between Sears and Kmart with a budget range of $12-50M • Grew and exceeded sales plan for the Datafeeds and Comparison Shopping programs by +100% Y/Y; grew one of the largest retail SEM programs by +20% Y/Y
• Business relationship owner responsible for planning, tactical implementation, and analysis of online marketing for Consumer Electronics, Apparel, Outdoor Living, Toys, and International business units
• Managed all online marketing channels for assigned business units inclusive of SEM, SEO, Affiliates, Comparison Shopping, Email, Social Media, and Display to achieve BU goals for top line growth in digital revenue • Collaborated with cross functional team members such as merchants, product managers, and business intelligence to drive incremental YoY revenue for said business units
• Negotiated with partners on media invoice orders and contracts to drive incremental growth
KforceInternet Marketing Manager
Apr. 2009 - Mar. 2010Develop and implement online marketing strategy including but not limited to SEO (organic and paid), Web 2.0, content management, paid listings, online tools and survey, social/professional networking, and online advertising
The Thompson GroupTraining and Development
Mar. 2004 - Jan. 2007
Alpha Delta Pi Sorority IncPresident, Epsilon Lambda 2003
Jan. 2001 - Jan. 2005
The Thompson GroupNew Business Development in Online Marketing
Mar. 1999 - Oct. 2008New Business Development/Online Marketing for 3 national retail brands
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