Your Next Big Hire Should…
Leverage your core competencies to create a brand that is so you, it comes naturally.
Manage all levels of the organization by modeling dedication, curiosity, and inclusion so that ideas and feedback flow freely.
Contribute experience in market analysis, integrated campaign development, brand strategy, social networking, product development and the full spectrum of pushed, triggered, shared and rewarded content communication.
Master of Arts, Advertising ACADEMY OF ART UNIVERSITY, San Francisco, CA (Expected Spring 2018)
Bachelor of Arts, Design PRINCIPIA COLLEGE, Alton, IL
Google Analytics Certified, CPO Certification, Human Centered Design Thinking Facilitator
VSP GLOBAL (2000-present)
17+ years’ experience in digital healthcare with an emphasis on vision for VSP Global – the largest single payer covering 84 million lives, the largest claims clearinghouse portal (5.6 million practice sessions/month) and the 2nd largest global fashion frame manufacturer.
NEW CHANNEL MARKET MANAGER, EYEFINITY (3/2016-Present)
#1 Practice Management and EHR company in optical. Responsible for strategic growth at the portfolio level.
Selected accomplishments:
- Responsible for turning vision into execution, managing a cross functional, internal/external team tasked with developing and executing a branded customer experience from awareness, through the sales funnel, purchase, training, usage and advocacy for a new product launch; meeting the first year KPI of 95% customers rating on the new website at the highest satisfaction rating.
- Developed social and NPS survey feedback channels for a SaaS product to ensure 30% of program increment planning was customer driven; included built-in quality protocols to enable employees to experience the product as the customer.
- Responsible for the selection, mentoring and daily activity of the summer marketing interns; all were hired by internal divisions.
NEW BUSINESS DEVELOPMENT TEAM LEAD, THE SHOP (8/2015-3/2016)
Applied human centered design principles to develop long term strategy, market assessment and economics for new business opportunities. Responsible for analysis, socialization and pitch to all levels of the organization.
Selected accomplishments:
- Led a team to identify and evaluate B2B customer universe and market analysis thru in-person interviews, ride alongs, and network research to identify statistically significant insights for new business opportunities.
PRODUCT MARKETING MANAGER, EYEFINITY (4/2013-8/2015)
Responsible for market strategy, vision, roadmap, customer engagement, sales and retention for OfficeMate, voted the industry’s #1 Practice Management system 6 years running.
Selected accomplishments:
- Emerging Leadership Forum – an internal leadership and management skill development program exclusively for employees nominated as future leaders by c-level leadership.
- Managed internal and external agencies in the vision and execution of integrated campaigns using organic and paid marketing centered around the YouTube platform and culminating in viral content that reached 63K views, roughly the entire size of the optical industry market.
- Increased social media following 24% in 3 months through integrated event and digital touchpoints.
DIGITAL MARKETING TEAM SUPERVISOR, EYEFINITY (8/2012-4/2013)
Tasked to build an internal creative agency capable of competing with the competition’s external agencies.
Selected accomplishments:
- Responsible for the selection, hiring and day to day activity of a small team consisting of digital designers, marketing analyst, and communication specialists.
- Increased Speed to market from 2 weeks to 3 hours by implementing Jira for workflow routing and Magnolia CMS for crowd sourced online content.
DIGITAL TEAM LEAD/CREATIVE SOLUTIONS DESIGNER, AGENCY WEST (6/2010-8/2012)
Responsible for all digital execution best practices. Drove conceptualization and execution for multiple B2B and B2C brands held by Marchon, VSP Optics, VSP, Eyefinity, and VSP Global international.
Selected accomplishments:
- Team lead for all digital creative tactics; developed, trained and socialized best practices for mobile, web, social, email and interactive marketing executions contributing to a team 98% highest business partner approval rating for domestic and international Brands such as Calvin Klein, Nike, Sean John, etc.
ONLINE UX DESIGNER, EYEFINITY (1/2001-6/2010)
Responsible for analysis, development and testing of User Experiences (UX) for SAAS retail products.
Selected accomplishments:
- Kodak lens vision centers in the UK and Monkey Software in Australia.
Skills
People Management
(1 Yr) Responsible for the selection, hiring and day to day activity of a small team consisting of digital designers, marketing analyst, and communication specialists. (4)
(1 Yr) Emerging Leadership Forum – an internal leadership and management skill development program exclusively for employees nominated as future leaders by c-level leadership. (3)
(2 Yrs) Business lead responsible for the selection and execution of external agencies delivering on time and on budget; implementing a CMS system with a crowd sourced workflow; improving speed to market from 2 weeks to 5 minutes. (3)
(4 Yrs) Responsible for the selection, mentoring and daily activity of the summer marketing intern for the last five years. 60% were hired by internal divisions and the other third left for Bay Area job offers. (1 & 3)
(2 Yrs) Team lead for all digital creative tactics; developed, trained and socialized best practices for mobile, web, social, email and interactive marketing executions contributing to a team 98% highest business partner approval rating for domestic and international Brands such as Calvin Klein, Nike, Sean John, etc. (5)
Project Leadership
Managed internal and external agencies in the vision and execution of integrated campaigns using organic and paid marketing centered around the YouTube platform and culminating in viral content that reached 63K views, roughly the entire size of the optical industry market. (1 & 4)
Responsible for turning vision into execution, managing a cross functional, internal/external team tasked with developing and executing a branded customer experience from awareness, through the sales funnel, purchase, training, usage and advocacy for a new product launch; meeting the first year KPI of 95% customers rating on the new website at the highest satisfaction rating. (1 & 3)
Tasked to lead a cross functional team to assess market risk, strategy and disruptive opportunity for a five million EBITA insurance business threatened by political and private equity pressures; several business plans pitched to the board; two approved for second round investment. (2)
Lead a cross functional Agile online product team creating a 30/30/30/10 in program increment planning; balancing customer driven requests, new feature development, regulatory tech debt, and team innovation while establishing social media support tactics, NPS surveys, and live scenario customer journey hackathons to incorporate the voice of the customer. (3)
Established a mix of event, digital, and social efforts designed to amplify the voice of the customer to drive product feature development, messaging and market position resulted in outperforming the business goal of 95% retention and winning the industry’s 1st choice award for several years running; demonstrating true customer loyalty. (3 &4)
Lead the adoption of Google Analytics using collaboration and consensus to identify KPI and evergreen metrics enabling iterative improvement for product, marketing and support resulting in development commits, marketing mix, and organizational shifts based on quantitative metrics. Results include increasing NPS scores, product feature usage and sales conversion rates. (4)
- NEW CHANNEL MARKETING MANAGER, EYEFINITY (1/2016-Present)
Organizational mix of acquired and proprietary technology products facing retention and growth challenges stemming from change management. Product returns indicated issues with the target market and product positioning. An overall identity shift from technology leader to a relationship brand improved sales 23%.
- NEW BUSINESS DEVELOPMENT, THE SHOP (8/2015-1/2016)
Job rotation designed to leverage entrepreneurial skills and customer centered focus to identify strategic opportunity.
- PRODUCT MARKETING MANAGER, EYEFINITY (4/2013-8/2015)
Mid-sized tech company challenged in launching a new SaaS platform by multi-product brand confusion.
- DIGITAL MARKETING TEAM SUPERVISOR, VSP GLOBAL (8/2012-4/2013)
As the organization diversified, the consolidated shared service structure couldn’t compete in markets populated by faster start up competitors.
- DIGITAL TEAM LEAD/CREATIVE SOLUTIONS DESIGNER, AGENCY WEST (6/2010-8/2012)
Acquired by VSP Global, Eyefinity talent was reorganized into the parent organizational structure.
- ONLINE UX DESIGNER, EYEFINITY (1/2001-6/2010)
Led front-end design and coding for an online transactional platform that succeeded by being acquired.
