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20 Years Online Marketing: 9 Years Brand Side, 6 Years Publisher Side, 3 Years Media Agency, 2 Year Startup
A passionate B2C performance marketer, who has a diverse background in channels including content, influencer, search, display, deals, email, direct mail, print, OLV, OTT, and pay-per-call. One who knows how to build an integrated approach to help the brand stand out while making the customer experience a top priority and driving efficiency for the brand. Over the years managed a mix of programs from startup to enterprise with budgets of a few thousand, a few million, or up to $10M, driving annual revenue up to $100M.
PERFORMANCE HIGHLIGHTS
− Experience in CPG [fashion, beverage, beauty], luxury, telco, automotive, entertainment, gaming, and travel.
− Rebuilt the Affiliate program from the ground up to drive 60% of new business orders, 90% of new lines from returning customers, and 80% of accessory revenue online in 2016-17 at T-Mobile.
− Wrote and pitched to the CMO the business case to target the Military at T-Mobile. $100M+ in revenue today.
− Led two Fortune 500 affiliate programs – Blue Nile $100M and T-Mobile $30M annual revenue.
− Created the first performance influencer program in the affiliate industry at T-Mobile in 2016, in which I consulted with Impact to help design their influencer strategy.
− Designed and product managed a first-in-the-affiliate-industry dynamic phone tracking to the SKU level at T-Mobile. Today, Impact and Invoca sell the solution as an integration feature.
− Managed cross-functional teams up to 4 direct reports, 3 agencies at once, 5 SaaS partners at once, 500 affiliate partners at once, and internal product teams at T-Mobile, Essence, or Blue Nile.
− Co-managed campaigns up to $15 million in media spend that included OLV, display, and rich media. Included the digital launch of Microsoft’s new email service, Outlook.com at Razorfish.
− Initiated and managed the TMobiledeals brand across Twitter and paid search at T-Mobile.
− Awarded Top 10 Account Executive at Village Voice Media (built a $1.3 million desk in 18 months). Reached #1 twice in my category of 40 national sales reps at Seattle Weekly.