RESUME AND WORK HISTORY

DIRECTOR OF DIGITAL MARKETING // 2020 - PRESENT

Fleetcor is a Fortune 1000 international fintech company with multiple lines of business focused on digital payments and processing for large and small business alike. In 2020, I assumed the responsibilities of managing the digital marketing operations inclusive of website development, martech implementation efforts, marketing analytics, agency management, paid media and social media. 

Much of the initial work focused on redesigning the sites and customer journey paths to increase direct enrollment of customers and developing a lead acquisition process through external demand generation efforts. Just as important was developing attribution models and data visualization dashboards allowing the team to quickly adjust marketing tactics and investments as needed to meet aggressive growth goals.

The results of these efforts reduced customer acquisition costs by 47% while increasing conversion metrics by 37%. Creative redevelopment has help to greater improve ad recall and a consistent branded experience increasing organic traffic by 25% and overall program customer reach by 300%

InterContinental Hotels Group is one of the world’s largest hospitality companies with 16 brands in nearly 100 countries. IHG has been a leader in evolving in-house digital marketing practices with over 80+ in-house digital media and marketing team members.

DIRECTOR OF SOCIAL MEDIA & OFFLINE MEDIA // 2018 - 2020

In 2018, IHG provided me with multiple opportunities developing a dedicated in-house Paid Social Media team, an in-house media team to handle planning and buying of offline media while simultaneously managing our external media agency’s efforts of Addressable, OTT and Linear Television.

With the success demonstrated in developing high performance and low cost social strategies during my previous roles, IHG expanded our in-house paid social budgets to $24 million across 12 brands. Expanding the internal team to 6 dedicated social media buyers and implementing ad tech provider Kenshoo Social for ad operations and optimization, the result yielded a reductiion of in marketing overhead costs by 40% while seeing performance metrics across social increasing by 30% year over year. In addition, IHG’s speed to market and ability to change direction, optimize creative or audience targets went from days to just hours delivering incredible flexibility and transparency to senior leadership.

Historically, IHG’s linear television and traditional media was managed in a decentralized manner across brands through an external agency. In 2018, an effort was made by leadership to consolidate agency management and tactical planning through a single internal source. As the day to day agency lead, I helped to bring a streamlined approach across global linear television and radio campaigns while supporting IHG’s evolution into data driven addressable, OTT and streaming efforts.

In 2019, I lead the development of IHG’s first global Digital Airport OOH and national radio campaigns to drive in-market demand while at the same time establish a team to handle planning and buying of local radio, OOH and print media in support of localized hotel properties. These newly added internal capabilities enabled IHG turnkey and cost efficient solutions which they had previously been unable to support outside of external agency partners.

DIRECTOR GLOBAL PERFORMANCE MARKETING // 2016 - 2018

Promoted to a global role as the Director of IHG’s Global Performance Marketing program, I was responsible for managing 4 teams of 30 marketing and media managers across Affiliate Marketing, META Search, Search Marketing, Media and Social. With an annual budget ranging from $85-$100 million, the Global Performance Marketing program generated an $1.8 billion in e-commerce revenue across the Americas, Europe, Middle East and Asia. As the program lead, I was challenged with successfully developing cross-global team processes, influencing regional tactics while providing thought leadership and supporting IHG’s evolving digital strategy.

Critical to the success of IHG’s Demand Generation Strategy was the need to develop a dedicated retargeting program across Programmatic and Social utilizing API driven dynamic creative while implementing a new AdTech solution across our global Search programs through Kenshoo Search. Once implemented, I was then responsible for developing a co-operative digital marketing program for IHG’s 5,000 hotels which enabled hotel level marketing teams to fund their own marketing efforts through enterprise level media programs. Complete with attribution based reporting dashboards, the program has become a core component for future Demand Generation growth of IHG.

DIRECTOR OF INTERACTIVE MARKETING // 2015

As the regional Americas Director of Interactive Marketing, I was provided the opportunity to lead 3 teams and 18 digital marketers supporting IHG’s regional Demand Generation efforts while developing capabilities across Programmatic, Social, Creative Development and Analytics in support of IHG’s smaller brands and various lines of business. Critical to this role was demonstrating the value to IHG’s brand teams, Loyalty, Credit Card and B-to-B teams the cost savings and value that could be afforded to IHG through in-housing digital marketing services.

The result was a 3x increase in performance of Social campaigns over external agencies resulting in increased budget allocations from $5 million to $12 million for Social Media and paving the way to establish dedicated internal Social Media resources the following year. In addition, I developed IHG’s first in-house Programmatic Media campaigns, Native Ad programs and implemented the regional DMP (Data Management Platform) for use in campaign targeting.

For the Americas Demand Generation efforts, I was responsible for management of $85 million across Search Marketing, META Search, Affiliate Marketing and Media. During this time, IHG’s Affiliate Program increased by 15% while maintaining target cost of sale goals, establishment of META Search products with Google Hotel Ads and creation of full funnel digital strategies that aligned Social and Programmatic efforts with IHG’s Demand Generation program.

SENIOR DIRECTOR DIGITAL MEDIA // 2013 - 2014

Acquired by WPP, RockFish was one of Walmart’s first digital agencies and founded by former Walmart executive and serial entrepreneur, Kenny Tomlin. Rockfish specialized in digital transformation, e-commerce and .com/mobile app development allowing the agency to quickly build a roster of Fortune 500 companies such as Cisco, Sam’s Club, Walmart, Proctor and Gamble and Electronic Arts.

Having formerly developed a digital media buying operation for WPP’s Studiocom, I was brought on board to develop a full service media planning and buying operation across Programmatic Media, Search Marketing, Social Media, Television, Radio, OOH, Direct Mail and Print Media. Within the first 90-days, I successfully established the necessary AdTech platforms, internal processes, vendor relationships and team structure to support $10 million in media spend during year 1 across clients such Dr. Pepper / Snapple, Oreo, Halls, Daltile, Phillips 66, Dave & Buster’s, Banfield Pet Hospitals, Evenflo, White Cloud.

During this time, I developed a unique approach for how data could be applied to both Programmatic and Social audience planning and creative development which resulted in competitive performance advantages for Rockfish clients and ultimately a 95% account retention rate.

ING Group has consistently been one of Europe’s largest publicly traded companies providing financial services in countries around the globe from banking to investment management.

As the Head of Digital Strategy and reporting directly to the Chief Marketing Officer, I was responsible for all aspects of ING’s U.S. Digital Strategy across web, mobile, social, media, digital branding, content, digital creative development and external digital agency management. In 2011, ING began to lay the groundwork to rebrand to VOYA Financial, initiate an IPO and separate from their parent company ING Group and I was tasked with successfully leading the digital transformation between brands.

Responsible for establishing and building out ING’s first digital marketing team in the U.S., I led the redevelopment and consolidation of 50 ING websites along with the redesign of the primary portal and post-login customer experience. In addition I developed a global analytics and SEO strategy, implementation of ING’s first DMP (Data Management Platform), Attribution Measurement Models, enterprise wide support models for lines of business and onboarded ING’s first dedicated digital agency.

Social Media was also a new driver of customer engagement for ING at an enterprise level and my team and successfully developed ING’s social listening, crisis management and social content strategies while introducing paid social into national media programs. In addition, I lead the RFP and implementation of an enterprise socialware compliance and content distribution platform for ING’s 5,000 financial advisors to ensure legal compliance for advisors in the social space resulting in advisor retention and increased consumer engagement.

Acquired by WPP, Studiocom was an experiential design agency known for creating immersive virtual environments and digital platforms for companies such as Mattel, Coca-Cola and Ferrari. With the need to add digital campaign planning and media to round out their service offerings, I was presented with an opportunity to lay the digital media foundation for what would become WPP’s fastest growing digital agency for the next 4 years.

DIRECTOR OF DIGITAL MEDIA // 2008 - 2010

Having established the fundamental digital media buying and planning operations for Studiocom in my previous role, I led the development and growth of multiple key accounts across Social Media, Programmatic, Search Marketing and Streaming Video helping to drive Studiocom’s team from 4 to over 12 dedicated media buyers and planners with media under management increasing from $8 million to over $25 million. It was during this time that I had the opportunity to develop hands on keys and optimization skills across Programmatic and Social in support of clients such as Kimberly-Clark, Blue Cross Blue Shield, U.S. Virgin Islands and Unicef.

Beyond Digital Media, I established productized SEO offerings in support of web development projects, digital training programs for Universities and key clients, UX design of the first Radio buying DSP and created a dedicated team to redevelop Coca-Cola’s loyalty platform MyCokeRewards into a brand sponsorship and media platform generating both hard revenue and marketing partnership value in excess of $10 million.

ASSOCIATE DIRECTOR OF DIGITAL MEDIA // 2007

As Studiocom’s first Digital Media lead, I was responsible for developing the agencies’ digital media planning and buying capabilities in support of newly won clients, Dunkin Donuts and Baskin-Robbins across Digital Display, Demand Generation, Search Marketing and Social Media. This involved the successful setup of AdTech Platforms with Double-Click for Search and Double Click for Advertisers, process creation for planning and execution, development of creative assets, contract creation, vendor negotiations, financials, billing and development of a dedicated media team. The success Dunkin Donuts and Baskin-Robbins realized in working with Studiocom’s media team led to over a 100% in digital media budgets the following year.

In addition, I served as the agency media lead helping to win McCormick Spices resulting in the digital transformation of this brand from predominately traditional media into digital while establishing Studiocom as a competitive digital media agency.

Owner // 2008 - PRESENT

The Interactive Shop began as a parent company housing multiple consumer focused e-commerce websites and quickly evolved into a digital media and marketing consultancy. Over the years, the Interactive Shop has evolved providing digital marketing services across many industries inclusive of CPG, financial services, utilities, education, and commercial real estate.

Service offerings have included website development, data management, analytics, data visualization, creative development, campaign planning, media management and execution.  To date, The Interactive Shop has developed over 30 websites and managed over $10 million in media across all major forms of media both digital and offline.

INTERACTIVE MEDIA MANAGER // 2006

As the Interactive Media Manager, I was responsible for the development, monetization and yield optimization of Gannett owned and NBC affiliate 11 Alive and MyATL television station websites and creative digital development for key accounts. This early experience provided me with the fundamentals in linear television planning and buying while developing digital programs and product offerings for the sales organization. During my tenure, digital revenue increased 125% while client performance saw a dramatic increased by 35% on average and efficiency gains