Northwestern Mutual

• Implementing structure and process around optimization/experimentation and personalization.
• Establishing roles & responsibilities and maximizing the efficiency of engineering output by acting as a liaison between business requests and technical capabilities.
• Activating personalization use cases through audience segmentation using analytics, a Customer Data Platform (CDP), and cross-platform data mapping.
• Driving data-informed decision making and streamlining the end-to-end execution process of experimentation/personalization resulting in tripling the previous year's output.

Asst. Director Experimentation and Personalization

Caterpillar Inc.

•	Founded an AB/ABn/MVT testing discipline and strategy by creating a Lean driven idea-to-implementation testing process flow, defining key roles and responsibilities across divisions, and driving change management towards a testing culture which is sustaining and continuously improving for 2+ years.
•	Ran 100+ testing optimizations generating 12 million+ total sessions tested since 2020 leading to 30+ improvements ranging in modeled improvement rates between 14% to 369%.
•	Established a data analytics/ data visualization approach that enables deeper level actionable insights at both a micro and macro level enabling 20+ deep-level report outs and 160+ actional insights. 
•	Launched the roll out of one-to-one personalizations, utilizing AB testing data and insights to establish the approach and design of personalizations, and directly facilitating the content, design, and decision-making guidance between stakeholders for 2+ use cases.
•	Adapted our optimization approach using creative problem solving to reduce test activation lead time by 80% and saving 24+ sprint points since launch that developers are able to reinvest elsewhere.

AB Testing. Digital CX Optimization. Digital Marketing.

• Led the roll out of an enterprise-wide Lean Methodology initiative by using project planning, journalism, technical writing, videography, and web design to reach 82% of the target audience within in the first year of launch
• Digitalized communications to better track customer behavior and engagement, which has led to the development of a tool that drives data-driven and fact-based decision making 
• Resolved key process gaps by developing an intranet platform that streamlines communications and digitizes behavioral trends to increase reach and engagement by more than 500%
• Managed a project team for the implementation of BIQ process improvements within HR
• Crafted and executing a communications strategy to help manage a facility closure by maintaining a constant stream of transparent information to more than 2,500 employees

Digitalization. Project Management. Culture of Change.

• Assisted in originating an external podcast series that highlights Executive Officer interviews by utilizing audio engineering and knowledge of SoundCloud, iTunes, GooglePlay Store, and internal vehicles, which resulted in 15,919 plays during the first quarter of launch
• Directed a video series shared with congress, lobbyist, and external audiences to gain support for the Trans-Pacific Partnership Trade Agreement, which obtained 8,674 plays 
• Headed Asia Pacific Town Hall in India by partnering with leadership and local teams to execute a successful event totaling an attendance of more than 15,000 employees
• Composed strategic Executive Office and CEO messaging; reaching more than 70,000 global employees

International EO Support. Videos. Podcasts. Content Founder.

• Designed a division intranet site and content strategy; trained seven global employees on website maintenance while guiding the site’s implementation
• Facilitated the communication strategy for workforce reduction plans including Vice President, employee, and leader communications
• Published weekly internal communications to more than 8,000 global employees resulting in a 20% increase of employee engagement

Web Migration. Impactful Messaging. Streamlined Processes.

L91 Entertainment

•	Founded a company that streamlines event logistics and manages weddings, event promotions and DJ entertainment 
•	Established a website that translates complex event logistics into an easy three-step process which resulted in an increase of 45% more clients
•	Rebranded a social Dj Business into a professional entertainment business by utilizing graphic design skills, SEO and a go-to-market planning resulting in a 30% increase in annual earnings.
•	Streamlined the logistics, operations and budget of a New Year’s Eve event which resulted in a revenue that was triple the projected earnings

President and Owner

MarTech | Optimization I A/B + MVT Testing | Personalization | Data Analytics | Storytelling | CRO + CXO | CDP

My passion is in translating complexities and launching new concepts/products while focusing on clarity and detail by utilizing creativity, data analytics, and an Agile approach.

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