Gabb

Our Mission: Letting kids be kids. Giving parents peace of mind. 

More than a cellular network—Gabb is a movement to connect kids to what matters most with safe technology solutions.

Vice President, Growth Marketing

Ancestry

Led customer segmentation, creative, and content strategy across the Ancestry marketing ecosystem - brand media (linear TV and brand digital), performance media (SEM, social, and display), onsite (logged out site experiences), and CRM (email, push, and SMS). Led the strategy of major and minor integrated marketing campaigns and orchestration of Ancestry’s cross channel evergreen marketing efforts.

Sr. Director, Integrated Marketing and Brand Experience 

Responsible for all aspects of Customer Relationship Marketing (CRM) for the Ancestry Family History subscription, AncestryDNA, and AncestryHealth business including the daily/weekly financial performance and longer-term growth strategy. 

Directly managed all aspects of the customer experience for a 75+MM database. Responsibilities included: 

•	Being a key driver in new subscriber acquisition, subscriber engagement and retention (over 3M paying subscribers), and winback strategy - globally. 
•	Overseeing the strategy and delivery of integrated multi-channel messaging for customers in our database across performance media, web, email, push and in-app notifications, and SMS.
•	Driving GTM strategy and all product marketing initiatives to our growing worldwide database.
•	Building, measuring, and optimizing new web experiences that are cohesive with our owned lifecycle media strategies.
•	Being a key partner with brand marketing to drive increased brand consideration by delivering on key brand promises across multiple channels and geos.
•	Overseeing our holistic MarTech strategy to deliver billions of data points in real time to fuel our global, personalized, and multi-channel messaging strategy.
•	Responsibility for growing our global database YoY by employing effective demand generation and demand capture strategies.
•	Driving data science modeling and implementation across key moments in the customer lifecycle leading to more thoughtful customer experiences.

Director, Global Lifecycle Marketing

Seminaries and Institutes of Religion

Led marketing efforts targeting 1 million enrolled 14-24 year olds in worldwide education system as well as all internal communications to 4,000+ employees and 50,000+ volunteers in 131 countries.

• Implemented Salesforce Marketing Cloud for all global communications.
• Using Marketing Cloud, implemented and optimized personalized triggered communication to those audiences in 10 languages.
• Optimized email performance and increased open rate by 9% and CTR by 4% from Q4 2016 to Q1 2017 using rigorous testing and focus group research.
• Dramatically changed the length of time to implement change in the organization (from 18 months to 1 month) by establishing vision and implementing strategy for a worldwide messaging platform to connect our volunteers and employees to the head of Education System.
• Expanded our social media reach (Central and South America) and increased our engagement by seamlessly integrating our social, email and web strategy with our classroom experience.
• Led global rebranding effort to recruit more young adults to attend local classes and increased enrollment YoY.

Global Marketing Director

The Church of Jesus Christ of Latter-day Saints

Led marketing and MarTech efforts targeting world-wide membership of 15 million in over 150 languages for one of the largest non-profit organizations in the world.

• Led a team of 15 marketing executives across all major departments of the organization to establish the organization’s first-ever unified marketing channel strategy.
• Led team to configure enterprise CRM – finished on time and under budget.
• Decreased costs ($ half million/year) by reducing redundancy and unifying 40 profile databases into one with millions of records in over 150 languages – thus leading to increased capacity to personalize messaging.
• Oversaw the redesign of new account registration flow on the largest religious website in the world.

Marketing Manager

Oversaw the unified volunteer effort of an organization that provides humanitarian service in over 180 countries with tens of thousands of volunteers.

•	Took over struggling product, reorganized team, and developed a long-term sustainable product model that reduced costs and increased overall ROI.
•	Built new acquisition strategy on a personalized approach with a multichannel marketing emphasis. 
•	Oversaw a team of 6 dedicated to help increase volunteerism for those in need.
•	Tripled the number of volunteers worldwide (50 countries) and doubled our social media reach in one year through aggressive data-driven marketing efforts.

Product Manager

•	Planned, developed, and executed internal and integrated acquisition and retention marketing campaigns for Ancestry.com business; including large scale, multichannel campaigns – including TV, display, paid search, email, social media, mobile, and print channels.
•	Established strong relationships through collaborative leadership that led to timely success.
•	Implemented Ancestry’s first ever-mobile SMS marketing campaign that drove 3X the normal site engagement. 
•	Analyzed and interpreted extensive tracking data to help refine communication strategies and optimize customer onboarding.
•	Oversaw all creative strategy and marketing deployment from start to finish.

Manager, Customer Experience Marketing (North America)

• Responsible for all business partnerships within the U.S. Ancestry.com business 
• Developed strategy and identified partners that would compliment large subscription based business, increase revenue, and drive increased brand awareness
• Strategically analyzed, negotiated, and implemented new partnership agreements 
• Product managed current partnerships to optimize performance, increase revenue, and grow brand awareness
• Account managed all business partnerships to insure all contractual obligations are met
• Accountable for all reporting and analysis both internally as well as with all current business partners
• Worked across multiple business units within Ancestry.com including: Legal, Development, Product, Advertising, PR, Business Intelligence, and Creative Teams
• Major Partnerships: National Geographic, US Airways, NBC/Universal, SanDisk, United Online, Military Channel (A&E)

Manager, Business Development and Partnerships

• Managed North America online and retail marketing for Family Tree Maker software and Ancestry Publishing
• Increased annual revenue year over year for Family Tree Maker (14%) while keeping costs flat despite down economy and depleted resources.
• Developed, implemented and managed marketing efforts to optimize customer purchase and upgrades of Family Tree Maker as well increase circulation for Ancestry Magazine
• Increased total revenue for publishing department by 40% to become the fastest growing segment of Ancestry.com.
• Had regular communication with customers through email, blogs and webinars
• Managed FamilyTreeMaker.com, product packaging, product tutorials, sales emails, print ads and online banners, including coordination with creative and development teams 
• Drove product campaigns, including coordination with PR team
• Worked across multiple departments to prepare and implement tests and promotions 
• Worked with analytics team to analyze sales performance of marketing programs to determine areas of improvement
• Collaborated with product team to design and market new product ideas

•	Led team of 30 customer service employees from 14% in sales conversion to 32% (#1 team in the entire company).
•	Increased media advertising (radio, TV, and direct mail) conversion by 30%.

Marketing and Sales Coordinator

BUSINESS LEADER - Delivering team results above stated goals every year through diverse marketing channels (both online and offline), product development, and personalized MarTech strategy. Deep experience with brand and performance media, web, email, push, and SMS.

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