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Work Background
DigiShopGirl MediaHead of Retail
Mar. 2025Seattle, Washington, United StatesLead Amazon and Instacart retail businesses for DigishopGirl clients, developing strategy for growing businesses and working both internally and externally to efficiently execute those strategies.
GlassyRock ArtsOwner
May. 2021Seattle, Washington, United StatesMulti-vertical stained glass inspired small business owner. Top 1.3% seller on Etsy, featuring design, handmade stained glass art, and POD home decor and accessories. A one woman-show - web design, marketing, analytics, lead generation, B2C. http://www.glassyrockarts.com and http://glassyrockarts.etsy.com/
DigiShopGirl MediaDirector
Nov. 2019 - Apr. 2021Seattle, Washington, United StatesBuild brand and digital strategy for clients who want to optimize their digital media and Amazon potential with a team that is dedicated to action and results.
Sea Salt SuperstoreDirector, Marketing & Brand
Jul. 2018 - Jan. 2020Everett, Washington, United StatesBuild the Caravel Gourmet and Sea Salt Superstore brands online, specifically Amazon, online store, and social media channels - optimizing the funnel, developing products, working with production, and helping build a best-in-class line of gourmet items that delight customers and are easy to find.
Central Washington UniversityAdjunct Faculty (School of Business)
Aug. 2017 - Jun. 2018Taught three quarters of a high-level business class, to soon-to-be Business School graduates on how to make it in the business world - how do you write an email? How do you interview? How do you write a resume and how do you craft and present a solid presentation? After two decades in corporate America, I brought all of my experience and observations to bear in a class designed to help people newly entering the workforce have the tools they need (and are not often given) to succeed from the ground up.
Bobsled MarketingProject Manager/Sales Manager
Jun. 2017 - Jul. 2018Greater Seattle AreaI led a team of specialized experts who work around the globe to help brands sell their products on Amazon. We built strategic brand and product launch plans that touched every part of the Amazon consumer lifecycle, found potential customers, converted them, and helped them come back and repeat.
Math Adventure SeattleCMO/Co-Founder
Oct. 2015 - Dec. 2020Bellevue, WAMath Adventure is a 501(c)(3) non-profit which uniquely blends puzzles, math, the arts, and learning into a single night of non-competitive, theme-based excitement for kids in the Seattle area. Check us out at www.mathadventure.org!
Rhapsody InternationalDirector, Customer Communications & Strategy
Nov. 2013 - Oct. 2015Greater Seattle AreaBuilt and led the team that drove all customer-focused communications for Rhapsody in the US, including push, app inbox, email, social media, and web, while driving new communications tool improvements for our global business. Our focus was on retaining existing subscribers and reducing churn, while still increasing engagement and finding new subscribers.
Cavallino MagazineAdvertising & Digital Marketing Director
Jun. 2013 - Sep. 2022Greater Seattle AreaLead print and digital advertising for Cavallino, the foremost Ferrari publication. Build out the online marketing plan for Cavallino, including social media integration, email plan, SEO, and advertising opportunities. Created and maintain Cavallino.com and CavallinoClassic.com, including all social media marketing, storefront marketing and email plans, and digital marketing.
Getty ImagesSenior Manager, E-Commerce
Feb. 2012 - Jun. 2013Seattle, WA• Led proposal for new team structure and content strategy for third-party enterprise-wide content management tool on major websites, including Getty Images, Thinkstock, and iStockphoto. Built on related criteria and components related to business analytics, customer segmentation and targeting, internal and external rollout, and content management workflows. Devised content strategy. • Began overhaul of the customer education experience on Thinkstock, with a focus on reorienting the conversation towards customer needs and business challenges. • Led a cross-functional team project to redefine the Video customer experience, on Getty Images, Thinkstock, and iStockphoto, focusing on an integrated, holistic customer experience from browse and search to purchase and beyond.
AmazonSenior Marketing Manager, Amazon Instant Video
Dec. 2010 - Feb. 2012Seattle, WADigital marketing lead for Amazon Video on Demand, Amazon Instant Video, and Prime Instant Videos. Drove new customer awareness of Amazon Instant Video and Prime instant videos through Kindle Fire marketing, channel development, external partner promotions, email communication, site merchandising, and physical/digital store integration. • Led Instant Video’s integration into the Kindle Fire launch marketing initiatives. Chose and secured approvals for all movies and TV shows appearing in Kindle Fire TV commercials, print ads, in-store packaging, detail page, online videos, site merchandising graphics, and product launch presentations. • Conceived and wrote communications for the launch of Prime instant videos in February 2011, and communications for successive content additions to the service, including key executive communications. Includes monthly gateway letters shown to all customers in the U.S., print media ads, digital campaigns, third-party advertising, and cross-platform campaigns - hundreds of millions of impressions. Defined and executed the first Prime instant videos marketing plan at Amazon.com. • Managed the proposed design overhaul of the Amazon Instant Video store experience, including managing over 30 end-to-end cross-functional projects to be completed by teams around the company (engineering, merchandising, marketing, design). • Led the Amazon Instant Video content management and merchandising team, defined strategy and execution plan, and reported metrics for Amazon’s digital video business, leading the team’s efforts towards physical/digital integration and defining the current customer experience.
AmazonSenior Marketing & Content Manager, Kindle and Print Periodicals
Aug. 2005 - Nov. 2010Drove the creation of a cross-functional merchandising team for both digital and print periodicals. Led the merchandising team, defined strategy and execution plan, and analyzed and reported on metrics for Amazon’s Kindle Newspapers, Kindle Magazines, Kindle Blogs, and Print Magazines stores. • Defined the project to integrate Print and Kindle periodicals into one unified customer experience, where customers can read content in the format they choose. Conceptualized and created the web version of Kindle Newsstand, which has since launched on the Kindle Fire. • Led the Best Covers of the Year project (www.amazon.com/bestcovers) in 2009 and 2010, as end-to-end project manager for the voting widget development and marketing initiatives, including free print ads in major magazines (People, Sports Illustrated, GQ). • Grew email into our main controllable unit driver, changing the % of magazines unit mix from emails from 11% in 2007 to 22% in 2010, while still maintaining double-digit Y/Y total unit sales growth. • Developed the QA processes for the Kindle Periodicals stores, both for larger initiative and individual detail pages, and ensuring programmatic adherence to QA across several teams including Merch, Ops, and Product Management. Processes have since been adopted store-wide, with a team of 60 in Chennai operating on guidelines written.
AmazonSenior Merchandising and Content Manager, Amazon.ca
Mar. 2003 - Aug. 2005Greater Seattle Area• Launched the Amazon.ca Media co-op business across all product lines, negotiating new terms with over 60 Canadian vendors across books, music, DVD, and software/video games, creating and implementing product line-specific merchandising and incentive programs. • Managed the merchandising relationships between the vendors and Amazon.ca, serving as the primary liaison on marketing and merchandising activity across all media product lines. • Forecasted co-op billings annually and tracked vendor performance to meet or exceed forecast. • Generated incremental co-op with the negotiation and implementation of new co-op agreements, and new site merchandising initiatives and promotions.
MicrosoftOnline Retail Channel Marketing Manager
Jan. 2000 - Jan. 2003Redmond, WADeveloping the Online and Mass Merchant Retail Channels: • Defined, analyzed, and developed online retail and non-traditional (mass merchant) retail for Microsoft Press through market segmentation, sizing, and development of critical channel-specific strategies and tactics. Ensured execution of plans, planning and managing co-op and marketing budgets, and then measured effectiveness in order to drive the appropriate future sales and marketing direction through this channel. • Further engaged partners and enhanced relationships with online and non-traditional (mass merchant) partners by participating in quarterly account business reviews, writing account-specific marketing plans, and meeting as needed with accounts: Amazon.com, BN.com, Buy.com, Bookpool.com, Office Depot, Best Buy, Wal-Mart, and CompUSA. • Created unique, innovative, relevant online shopping experiences targeting specific groups of customers and engaging them on an interactive, technological level on major online retail sites. For examples, see the developer-focused .NET Resource Center - www.amazon.com/msnet; the Microsoft Press Technical Solutions Center - www.amazon.com/solutions; and the Information Worker Diagnostic Resource Center on BN.com (to be named and completed in spring, 2003). Analysis indicates .NET Resource Center resulted in 22% incremental revenue over forecast. Enhancing Microsoft Press’s Presence Online: • Created the first completely-.NET-driven website at Microsoft: the global Microsoft Press Connections partner website. Presented that website to 300 major partners at the Microsoft Press Foreword Conference, March 2001. Site review at www.microsoft.com/net/business/msuses_press.asp.
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