Booking.com

Manager, B2B Marketing Communications Project

As a design thinker with multi-channel program management expertise, delivered:
	New breed of hospitality programs. Developed and launched Travel Proud program for accommodation partners - a first-of-its-class hospitality program for Booking.com - and projected to accomplish ~30% over year-end goals.
	Digital transformation. Reimagining the premier partner appreciation program, Traveller Review Awards, into a digital-first program. 
	Design Thinking approach. Advocated for Design Thinking approach and successfully lobbied for the addition of a Design stage into the program and campaign development process.

Program Manager

Sr Lead, Partner & Industry Marketing

FedEx Services

As a strategic thought leader, Small and Medium Business (SMB) segment expert, and customer experience champion with deep multi-channel marketing expertise, delivered:
	B2B SEGMENT STRATEGY. Contributed to >$1B/year revenue growth over the past 5 years by continuously refining the SMB segment engagement strategy and practice to adapt to customer and market insights. Led annual and quarterly roadmap planning to define goals, messaging strategy and channel plans that delivered a cohesive and consistent message across channels. Drove continuous alignment via weekly updates to Sales and Marketing leadership.
	LIFECYCLE MANAGEMENT. Improved loyalty engagement by 50% by establishing a lifecycle management program that engages customers with compelling value propositions throughout their journey from prospects to becoming a member of a $8.5B/year loyalty program. Collaborated with multiple Marketing and Sales teams in a test-and-learn environment to automate and optimize always-on personalized messaging across channels in order to continuously improve the sales funnel. Project-managed teams to test, measure and optimize acquisition plans to improve lead scoring and management.
	INTEGRATED MARKETING. Increased go-to-market throughput by 35-45% YOY by advancing digital and cross-channel marketing at FedEx and establishing an ISO9001-certified go-to-market process. Led cross-channel teams that strategized and executed the annual holiday campaign, FedEx’s most critical campaign of the year for 2015-2017, which resulted in engagement KPIs at ~30% above benchmark and record-breaking volume.
	CUSTOMER-CENTRICITY. Acquired >$300M in new revenue in 2017-18 by advocating for a customer-centric policy and leading an integrated marketing campaign touting the competitive advantage. Championed customer advocacy and insights practices via in-depth research studies, annual grant contest, and customer advisory boards as well as data-driven analyses of customer profiles and behavior.

Marketing Strategy Principal

As a passionate customer champion with deep project management expertise and wide organizational knowledge, delivered:
	CUSTOMER EXPERIENCE DESIGN. Established and evangelized core principles and tools for designing FedEx customer experience, resulting in FedEx being cited as a best practice at the 2013 Forrester Customer Experience keynote address. 
	PRODUCT DEVELOPMENT AND MARKETING. Designed the experience for FedEx Delivery Manager, an innovative product that is FedEx first supply chain product designed for the end recipient/consumer vs. the shipper, resulting in FedEx being listed by CIO Magazine as one of 2014 CIO 100. Introduced break through approaches to experience design via the development and execution of a 360-degree customer insight process in addition to leading the integrated marketing launch campaign.
	MULTI-CULTURAL MARKETING. Delivered strategy and insights as well as managed an executive decision forum that plan quarterly activities for the multi-cultural segment with results that surpassed annual revenue goals by ~40% for two consecutive years. Managed agency and team members to plan and execute national, regional and local events and campaigns in support of the segment strategy with an annual budget of $6.5M.

Marketing Specialist Advisor

As a project manager with technology orientation and customer focus, delivered:
•	APPLICATION WIDGET DEVELOPMENT. Managed a global cross-functional infrastructure project to deliver a standardized label layout and barcode content while streamlining the label development process for the first enterprise-wide common label widget with 2D barcode for all of FedEx parcel services shipping from anywhere to anywhere.
•	APPLICATION EXPERIENCE DESIGN. Established the first set of design principles to standardize the workflow and graphical user interface for FedEx Ship Manager suite.
•	PRODUCT MIGRATION. Led a work stream to migrate customers off legacy automation solutions that contributed to $1B in total cost savings.

Senior Marketing Specialist

Part Time & Freelancing

As a customer experience strategy and research expert, supported clients in delivering strategic consulting or analysis, including:
	Customer experience strategy and transformation. Audited and analyzed customer experience and user journeys as well as crafted reports and presentations to support customer experience strategy and transformation for AARP and US Chamber of Commerce.
	Quantitative and qualitative research analysis. Crafted insightful reports and strategic recommendations based on research results and data for a list of clients including Toyota, Nissan, Mayo Clinic, Verizon, Voya and others.

Strategy & Research Consultant

Award-winning marketing strategist and certified project manager with over 20 years of experience looking for the next challenge. Fierce customer advocate and thought leader with deep experience in driving change and unleashing innovation across diverse marketing disciplines from content, lifecycle, digital, loyalty, product and integrated marketing as well as customer research and experience design. Sought-after advisor to executive management and mentor to team members.  

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