Professional Summary ________________________________________________

X Experienced professional with expertise across key of website marketing functi

ons, including website development, maintenance and digital marketing, customer
experience, content management and merchandising, cross-sell, lead management, S
EO and SEM, email marketing, web analytics. Additional background in direct resp
onse marketing, marketing research, database marketing, strategic planning, proj
ect management and budgeting/P&L responsibilities.
X Strategic thinker with experience in planning marketing campaigns, testing str
ategies as well as hands-on implementation and optimization.
X Analytical experience in developing reporting and analysis of marketing campai
gns.
X Disciplined in principles of direct marketing principles from forecast develop
ment, customer segmentation, strategic planning to analysis and reporting of fin
ancial results.
X Managed various staff levels, up to 12 marketing analysts and clerical employe
es.
Professional Experience _____________________________________________
Asst. Vice President/Mgr, Marketing * HSBC, Chicago, IL/Jersey City, NJ * 200
6 - present
X Managed customer journey flow and online experience for direct Life Insurance
straight-through processing platform. Managed technical staff of developers to e
nsure site optimized customer experience while meeting business needs for new pr
oduct. Managed creative agency and created testing scenarios prior to launch. Re
sponsible for increasing site conversion rates for policy applicants through con
tent, creative and page flow. In first three months, changes increased conversio
n 50%.
X Created and implemented lead capture and conversion program to optimize media
spend and increase conversion levels and overall policy sales. Utilized segmente
d communication strategy that included email, outbound telemarketing, online win
back email capture to engage and close the sale for prospects who started online
application, but did not submit. In first phase of launch, email open rates imp
roved 200%, click-throughs double and sales conversion rate increased 80%.
X Managed intra-corporate cross sell program to grow sales through other divisio
ns. Directed analytics team in creation, optimization of model to identify best
prospects; and implemented program across various channels, including online, em
ails and phone.
X Managed online acquisition program to generate cost-effective leads for consum
er lending loan products via websites. Resulted in $1.4 billion in loan account
volume in peak year across web campaigns.
X Utilized paid search to target prospects across all key search engines. Manage
d agency to raise quality of program to increase effectiveness and efficiency. R
egularly tested new keywords, copy, landing pages. Managed agency and internal d
ata team to significantly boost granularity of reporting; 360-degree view down t
o keyword level, a significant improvement compared to past program. Loan volume
from paid search during peak was $303 million based on $4.1 million budget.
X Utilized detailed analyses of search program to improve efficiency through enh
ancements. Implemented keyword level tracking, geo-targeting, state-level analys
is, multi-variant copy testing, incremental conversion reporting and new bidding
methodology based on forecast results to boost front-end cost per lead and back
-end loan performance.
X Implemented formal SEO initiative to impact natural rankings. Identified optim
al keywords, revised meta data and worked with developers on architectural chang
es, created educational section on site to regularly add new relevant content an
d used social bookmarking as well as link-building efforts. After 6 months, page
listings on top engines increased more than 110%.
X Launched Resource Center content area on website to build SEO. Led technical t
eam to create area on site for new content to increase rankings. Worked with cop
ywriter to identify keywords and topics, optimize content and add to website. Fo
llowed up with program to leverage social media to build visibility of content,
increase awareness and impact links and SEO rankings.
X Managed email acquisition efforts. Restructured existing program to include gr
eater list segmentation and align with prospect life-cycle, increasing response
rates by more than 50%. Created new email events triggered by sales response, in
creasing contact rate of prospects by 5% and 73% response in net response.
X Developed reporting for all online campaigns. Created systemized reports to ma
nage and report on campaign performance, including monthly scorecard. Reporting
utilized for ongoing campaign optimization as well as annual forecasting.
X Hands-on content management of website. Managed process of regularly adding ne
w content to websites to support SEO efforts. On weekly basis, used content mana
gement system, Teamsite, to import new content; tested on QA site and deploy to
production site. Problem-solved issues as needed.
X Managed offshore analytical team to support campaign efforts. Worked with anal
yst to define reporting needs, reviewed reports and helped move into production.
Also provided guidance on priorities of ad-hoc reports to ensure resources were
used most effectively.
Ecommerce Marketing Manager * Miles Kimball Co., Oshkosh, WI * 2002-2006
X Led internal project team in development of six e-commerce sites for industry-
leading cataloger. Developed timeline and project budget. Managed internal and e
xternal resources from initiation to launch, ensuring team met budget and delive
red sites per schedule.
X Implemented and managed acquisition strategies to increase online sales. Launc
hed paid search, SEO, email campaigns and affiliate programs, managing vendors a
nd creating reporting to measure performance.
X Accountable for front-end and back-end functions related to six corporate e-co
mmerce websites. Generated $40 million in annual online sales during last fiscal
year, increasing percent of sales online from 26% to over 40% in four years.
X Created annual strategic plan for web functionality and marketing campaigns. D
eveloped forecast and budgets for web marketing efforts, including email campaig
ns, search engine optimization, search marketing and affiliate program. Accounta
ble for P&L of web channel.
X Worked with brand and catalog teams to ensure consistent branding and customer
experience. Created concepts and wrote copy for multiple bi-weekly email campai
gns. Worked with merchandise team to create home-page update strategy. Wrote cop
y for home page updates and instructed creative design. Managed content changes
on sites.
X Reporting and analysis for all campaigns to ensure alignment with goals. Worke
d with technical resources to create automated reports to measure performance an
d ROI for online marketing campaigns.
X Led Omniture (web analytics) installation across websites. Took on role as pow
er use, responsible for developing all reporting from Omniture to monitor key pe
rformance indicators.
Customer Loyalty Manager * Ashford.com, Houston, TX * 1999-2002
X Managed online customer loyalty program for Internet luxury retailer, one of e
arliest dot-coms.
X Developed multi-dimensional, dynamic email program based on consumers preferen
ces and buying habits. Used email to drive customer retention as well as acquisi
tion of new customers.
X Increased incremental sales attributable to customer loyalty program to more t
hen $5,000,000 annually and increased other key metrics, including website conve
rsion and repeat sales rate.
X Participant in team leading ongoing site development, making recommendations f
or content and functional development. Responsible for strategies/tactics impact
ing customer experience and overall conversion rate.
X Secondary responsibilities included management of internal paid search program
s. Developed keywords, ad copy and managed daily bidding process.
Strategic Marketing Manager * Houston Chronicle, Houston, TX * 1997-1999
X Created new function within company, responsible for developing mechanisms and
analysis to ensure annual budgeting consistent with strategy focus.
X Led cross-functional team to evaluate web-site positioning and develop strateg
ic plan for Internet.
X Developed annual Sales and Marketing strategic plan, laying out roadmap for ye
ar.
X Led primary research projects to assist in determining strategies and tracking
actions; projects heavily focused on building circulation, increasing advertisi
ng and examining Internet strategies.
Database Marketing Manager * Houston Chronicle, Houston TX * 1992-1997
X Launched database marketing capability; responsible for initial plan and imple
mentation of database marketing system to support advertising sales and circulat
ion marketing.
X Managed vendor relationship in evaluation and creation of marketing database.
X Analyzed customer databases, determined targets and generated mailing lists fo
r direct marketing projects for advertising sales.
X Utilized marketing database to conduct analysis and recommend strategies for a
cquisition and retention of newspaper subscribers.
Marketing Research Analyst/Manager * Houston Chronicle, Houston TX * 1985-19
92
X Responsible for all internal primary research to support organization. Worked
with various departments to asses needs, wrote questionnaires, managed interview
ing process, and lead analysis of results and written reports based on the data.
X Managed the process of providing sales support of research materials for adver
tising staff.
X Actively involved in circulation marketing.
X Managed staff of twelve analysts.
Marketing Research Analyst * Des Moines Register, Des Moines IA * 1982-1985
X Provided primary research support to business functions, including editorial,
circulation and advertising with primary research needs.
X Created survey questionnaires based on business needs, worked with phone staff
to gather information and wrote analytical reports based on results.
X Worked with advertising sales staff to support sales needs, using primary and
secondary research.
Education ___________________________________________________________
The University of Iowa * 1982
X B.B.S., Business Administration; Major: Marketing
X Graduated second in class in major.