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Work Background
XomeVice President of Marketing
Apr. 2023Lewisville, Texas, United StatesLed overall marketing strategy and managed a team spanning performance, demand generation, lifecycle, product, and brand marketing. Spearheaded key cross-functional initiatives, driving a 138% increase in paid users, 12% boost in engagement rate, and 69% jump in conversions, while reducing Customer Acquisition Cost (CAC) by 24%.
• Conversion Rate Optimization (CRO) program including A/B testing of visuals and messaging, achieving a 35% increase in overall conversions and an 80% surge in conversion rates.
• Developed a new brand positioning and Ideal Customer Profile (ICP) strategy, enhancing trust and engagement among target personas, resulting in a 40% increase in search impressions and 30% uplift in engagement rate.
• Led SEO strategy, managing external agency partnerships and launching a Generative and AI Optimization (GEO/AIO) initiative to enhance discoverability.
• Led development and launched the industry’s first Real Estate Auction Simulator game, leveraging real-world data and AI tools for image creation, which attracted 200K new users, achieved a 38% conversion rate, and sustained an average engagement time of 14+ minutes, delivering positive ROI within six months.
• Collaborated with the Data Science team to develop Customer Lifetime Value (LTV) modeling and payback reporting, optimizing marketing investments and performance tracking.
XomeDirector of Marketing
Jan. 2018 - Mar. 2023Seattle, Washington, United States• Rebuilt and unified the Marketing department, integrating digital marketing, email, SMS, in-app, and push communications, content marketing, social media, marketing operations, and digital analytics into a single enterprise function. Assessed skill gaps, hired and developed talent, and repositioned Marketing as a strategic driver of product development and business growth. • Led a full-scale overhaul of organic and paid marketing strategies, optimizing media mix, messaging, and creative development. Established a data-driven framework for ongoing measurement, testing, and optimization, improving campaign efficiency and ROI. • Launched a personalization program, including selection and implementation of a Customer Data Platform (CDP), providing a customized UX, tailored product recommendations, increased monetization opportunities, and improved depth and breadth of data collected allowing for continuous refinements. • Drove rebranding and blending of multiple acquired businesses to create a cohesive suite of service lines. This strategic restructuring and repositioning led to divestitures valued at ~$550M in book value.
UW MedicineStrategic Marketing Manager
Sep. 2014 - Aug. 2017Seattle, WALed strategy, planning, and execution for all marketing and communications across client service lines, overseeing eight clinic openings, including five new market entries. Managed budget planning, performance tracking, and reported Return on Ad Spend (ROAS) and Return on Marketing Investment (ROMI) to stakeholders.
• Directed cross-functional teams spanning digital marketing, web content, social media, communications, and media relations to drive integrated marketing efforts.
• Developed and executed strategic plans, creative briefs, journey mapping, persona development, and campaign messaging to align marketing initiatives with business goals.
• Managed creative development, A/B testing, and optimization across various marketing channels, including digital display, TV, radio, out-of-home, SEM, email, signage, and collateral.
• Conducted consumer and competitor research to inform marketing strategy and positioning.
• Led vendor and contract negotiations, including media buying and trafficking, ensuring cost efficiency and performance.
• Oversaw video production and creative consultation to enhance storytelling and brand engagement.
• Hired, trained, and mentored new employees, fostering professional development and team growth.
UW MedicineMarketing Coordinator
Apr. 2011 - Sep. 2014Seattle, WADeveloped and executed strategic and tactical marketing initiatives to support the department in driving brand awareness and engagement, ensure alignment with business objectives, ensure brand consistency across all touch points, and streamline marketing operations.
• Served as Brand Manager for an employee base of 26,000+.
• Tracked and reported campaign analytics, leveraging insights to optimize performance and strategy.
• Managed and oversaw large-scale, multi-year corporate sponsorships.
• Assisted in the production of video and photo shoots.
• Led collateral development from concept through distribution.
• Acted as a liaison to vendors and partner organizations, managing relationships and ensuring alignment.
• Maintained media files, project databases, and support documentation.
MillimanMarketing Coordinator
Apr. 2007 - Dec. 2010Seattle, WAPrincipal responsibilities included coordinating the efforts of the Marketing and Communications department and project management touching all levels of the company, from senior leadership to client constituents both within and external to the US. Projects included: Organization and oversight of multi-site photo shoots. Assistance with the development of branding, content, and marketing materials ranging from brochures to client proposals to web content. Management and execution of email and digital marketing campaigns using Salesforce, VerticalResponse, and various social media and web platforms, including the tracking of campaign analytics – create reports and communicate ROI back to stakeholders. Zoomerang survey and WebEx presentation support and execution targeted at both internal and external audiences. Project managing work between MarCom and the IT department, including the creation and management of various corporate-wide databases.
MillimanMarketing and Communications Assistant
Jan. 2006 - Apr. 2007As the Marketing and Communications Assistant I worked across all levels of the department. I managed multiple help email and phone lines, managed various company-wide databases, and other assorted office tasks. I tracked and managed the budget at all levels for our department and provided cross-checking against monthly general ledgers. As a part of the web team I helped build and a bug test a new corporate website along with multiple country-specific websites, as well as continued work creating and updating pages, posting articles, job openings, events, and documents, and recording and fixing broken links and system bugs.
Information Technology CoreOffice Manager
Apr. 2005 - Dec. 2005Performed basic office duties including invoicing, shipping and receiving, scheduling, billing, and preparing monthly State and Federal taxes. On the merchandise side I submitted products for warranty and repair service and processed Return Merchandise Authorizations. Prior to my departure, I wrote and posted the job description, reviewed resumes, interviewed candidates, recommended new hire, and trained my replacement.
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