Experience

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  Starbucks coffee company

  Jan 1997 - Jan 2000

  Product manager | promotions manager

  • Developed and launched hundreds of products in over 2K Starbucks locations, generating $31.4 M in sales.

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  Corbis

  Jan 2001 - Jan 2002

  Senior market manager

  • Generated 25% spike in website traffic and 500% boost in sales via direct mail campaign. • Drove public relations efforts with 9 articles being published in key trade publications.

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  Red door spas

  Jan 2003 - Jan 2006

  Director, products & services | senior product manager

  • Managed team accountable for $21.6M in retail revenue and skincare product line with $13.2M in revenue. • Delivered on-time launch across 39 locations with $8.1M in first-year sales. • Boosted profitability by $120K through vendor negotiations.

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  Cafepress.com

  Jan 2007 - Jan 2008

  Director of merchandise

  • Managed merchandise assortment and led key initiatives producing $760K annual growth in second side printing, $4.8M increase in seasonal merchandising, and increased retail pricing by $1.2M. • Drove product launches across several categories.

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  One creative group, inc.

  Jan 2009 - Jan 2010

  Consultant

  Selected to develop marketing plan for cancer treatment centers including co-op marketing program to ensure consistent messaging and shared costs between multiple parties.

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  Coursesmart llc

  Jan 2010 - Jan 2014

  Oversaw all areas of marketing including strategy, brand management, marketing operations, market research, communications, customer acquisition, sales enablement, eCommerce, and agency sourcing. Oversaw budget of $5M. Established highly productive team leading to delivery of critical marketing projects.• Led investment into brand strategy project with external agency to evaluate company’s strengths and weaknesses and generate new brand messaging and engaging sales presentations; improved win rate and positioned CourseSmart as an acquisition target for VitalSource. • Launched analytics pilot program consisting of 6 colleges and over 3.8K participants; culminated in front page feature article on New York Times. • Led subscription pack launch, generating 8% of total eCommerce sales and increased yield per student for publishers by 36%. • Utilized PR to accelerate brand awareness and interest with 270 placements in print, radio, and TV outperforming biggest competitor by 694%. • Drove over 20% growth in faculty referrals, successfully reducing student acquisition costs. • Served as company spokesperson, participating in numerous print, radio, and analyst interviews. Show less Guided student, faculty, and institutional customer acquisition and retention. Led integrated campaigns and accelerated margin contribution. • Increased eCommerce traffic by 66% and drove 123% sales growth over previous year; produced over $12M in revenue. • Guided campaign that boosted new customer acquisition by 234% during fall season, sustained 59% YoY sustainable growth, and 116% increase in repeat customers on monthly basis.• Attained YoY sales growth in institutional market while improving eCommerce margins by 8% freeing up $1.7M to reinvest in B2B sales and marketing staff and marketing programs. Show less

  • SVP Marketing

    Jan 2012 - Jan 2014

  • VP Customer Acquisition & Retention

    Jan 2010 - Jan 2012
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  Vitalsource technologies

  Jan 2014 - Jan 2016

  Vp marketing

  Transitioned to company post-acquisition of former employer CourseSmart. Installed strategic marketing approach and integrated CourseSmart’s marketing team in new organizational structure. Established new brand through integration of 2 brands driving market dominance. Managed marketing budget of $5M. • Executed rebranding of company under strict timeline to create new brand messaging and creative; achieved brand consistency for the first time in company’s history by building consensus with key executives. • Rebuilt new website targeting various audiences including students, faculty, publishers, corporate training, and distributors; exceeded eCommerce sales plan of $25M annually and faculty referral metrics. • Led VitalSource Executive Team in developing Company Presentations for Ingram Industries Board.• Streamlined product offerings and created simplified product messaging; boosted customer product confidence. Show less

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  Oneuni, inc.

  Jan 2016 - Jan 2017

  Vp marketing

  Hired to accelerate market demand through development of marketing efforts including driving digital marketing strategies, market demand testing, and alignment of marketing initiatives. Drove market penetration in Kenya. • Established unified marketing strategy across One University Network and partner universities.• Led development of 2 websites to support university’s mobile degree programs.

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  Consultant

  Jan 2017 - Dec 2017

  Independent consultant

  GotIt: Led identification of strategies to drive market awareness of service and utilization of application with college student demographic.One Creative Group: Hired by integrated branding agency to act as SVP, Client Services on major accounts

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  Elsevier

  Mar 2018 - Apr 2022

  Vp digital communications and audience engagement
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  Elsevier

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  Vp digital communications, content & brand