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Work Background
GoogleUX Payments Program Manager - Brilliant Muse
Apr. 2024Massachusetts, United States
Herbstman Consulting GroupFounder & Consultant
Jan. 2023We help organizations cut through the noise and get things done. We work with teams to bring structure to complex projects, improve operations, and design custom systems that make work easier. My focus is on clarity and results — whether that’s managing programs, streamlining workflows, or building tools that help teams scale.
GoogleUX Marketing Program Manager - Brilliant Muse
May. 2022 - Apr. 2024New York, New York, United States● Developed marketing campaign programs with 29 product teams, including UX researchers, designers, engineers, and other marketing teams. Led the execution of over 140 campaigns for Google's user research program,
● Drove over 1.8M users to sign up for user research through organic and in-product channels, increasing the participant database by 40% and saving $27M in advertising costs.
● Extracted actionable insights from raw data to inform executives' strategic decisions, resulting in the initiation of pilot programs in key global markets including the US, UK, India, and Japan.
● Accelerated campaign launches, reducing marketing project timelines by 20% by automating key processes, optimizing creative asset delivery, and increasing efficiency in project management.
Interpublic Group (IPG)Director, Strategy
Oct. 2021 - Apr. 2022New York, New York, United States• Led development and oversaw the implementation of creative strategy from the ground up for client accounts, billing over $1.2M in ARR.
• Built agency's DCO offering, including process development, team hiring, and vetting vendors.
• Onboarded and managed 3 new hires to form the cross-functional Creative Strategy team.
• Supported new business pitches as an agency solutions architect, which led to the adoption of 3 enterprise-scale go-to-market creative strategy pilot programs.
GroupMSenior Strategy Manager - Dell Team
Apr. 2021 - Oct. 2021Clients: Unilever, Dell Technologies
Brands: Dove, Dove Men + Care, Dove Baby, Vaseline, TRESemmé, Dell, Alienware, VMware
• Led the development and deployment of holistic marketing plans for 5 brand campaigns, 8 product launches, and 11 product relaunches. Worked with senior stakeholders in each market on adapting global brand objectives for regional go-to-market strategy.
• Built new best practices framework and ways of working for Dove and Vaseline's performance marketing strategy. Developed a metrics-based framework to identify the success of digital campaigns. Oversaw local market adoption of strategy.
• Created 4 separate COVID-19 agile playbooks for each brand to use in navigating the drastic changes to the digital landscape, covering topics ranging from shifting consumer behavior to systems optimizations.
• Developed key insights and recommendations for client leadership teams using competitive and market research. These insights allowed the client leadership team to make informed decisions about their brand’s strategy.
GroupMStrategy Manager - Unilever Unite Team
Jul. 2019 - Apr. 2021New York, New YorkClient: Unilever
Brands: Dove, Dove Men + Care, Dove Baby, Vaseline
Flight Centre Travel GroupSenior Digital Marketing Strategist
Jul. 2018 - Jul. 2019Boston, Massachusetts, United States• Led the development and execution of global, omni-channel marketing strategies, which profitably drove over $35M in annual revenue.
• Managed over $12M in annual advertising spend across multiple global brands.
• Presented monthly ‘State of Digital’ keynotes to both technical and executive leadership teams to turn upcoming trends in the digital landscape into actionable insights.
Flight Centre Travel GroupDigital Marketing Strategist
Aug. 2017 - Jul. 2018Boston, Massachusetts
WordStreamPaid Search Analyst
Mar. 2016 - Aug. 2017Boston, Massachusetts• Achieved a 47% increase in average conversion rates and a 61% reduction in average Cost-Per-Acquisition (CPA) across all client accounts through strategic marketing enhancements.
• Conducted daily, hands-on account management for clients across various digital ad platforms, including AdWords and Bing, optimizing campaigns for maximum performance.
• Delivered comprehensive presentations of digital marketing results and Key Performance Indicators (KPIs) to stakeholders, leveraging past performance data to construct future project plans and enhance ROI.
Thermo Fisher ScientificMarketing Coordinator
Jul. 2014 - Dec. 2014Waltham, MA• Cultivated and maintained relationships with key media contacts and influencers, driving a 14% growth in media partnerships and earned media exposure.
• Developed engaging PR content, including articles, blogs, and case studies, leading to a 10% boost in online engagement.
Akamai TechnologiesMarketing Coordinator II
Jun. 2014 - Dec. 2015Greater Boston Area• Managed digital marketing campaigns for the Akamai Foundation and worked with the Marketing Communications Team to create content for the All-Hands meeting, leading to a 29% increase in attendance.
• Led an international team in redesigning the company's intranet, resulting in a 32% boost in internal site engagement.
• Managed and wrote content for the company newsletter, including CEO Tom Leighton's "Ask Tom" column, achieving a 36% increase in click-through rates (CTR) and boosted engagement metrics.
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