Experience
Estée Lauder Companies CRM/Lifecycle Marketing Expert 2021 – Present
Design marketing automation roadmap & own all lifecycle & loyalty programs on an ongoing basis, iterating over time based on analytics tracking, testing, & optimization. Manage data taxonomy refinement for effective persona-based triggered journey architecture. Design audience segmentation strategies using multiple tools, including AI, & multivariate testing frameworks to optimize email, SMS, push, & onsite personalization at scale. Turn strategy into concrete plans by developing OKRs & measuring Key Initiative & Key Result relationships closely. Establish & track baseline KPIs, competitive benchmarks, & monthly/quarterly performance analytics, using insight from tools like GA, Looker. Manage partners & ESP integrations such as CDP, loyalty, & personalization, including Bond Loyalty Platform, Moveable Ink, PowerReviews, & AI Product Recommendations. Worked with ML engineers at Abacus to develop product recommendation logic. Build & implement templates. Guide technical project managers on integrations & implementations, such as ESP/SMS platform migration. Owned data architecture & implementation of strategy, business rules, & execution of all lifecycle marketing campaigns for both email, SMS, push. Implement on-site quiz to drive personalization & increase engagement.
☑︎ Lead cross-functional team of 6 LCM marketers, designers, & technical partners across IR100 portfolio ☑︎ Own marketing calendar: sequencing campaign launches, promotions, & product activations, & seasonal events
☑︎ Architect automated lifecycle journeys (subscription/auto-replenishment, welcome, winback, VIP engagement, churn prevention, etc.) spanning email & SMS ☑︎ A/B testing increased engagement by 120% through multivariate testing
☑︎ Own lifecycle KPIs including revenue per member, net retention, churn, & cross sell/upsell for loyalty programs ☑︎ Drive +32% increase in loyalty member retention via targeted re-engagement & behavioral triggers
☑︎ Manage multi-million budget with strict ROI accountability ☑︎ Deliver executive-level quarterly competitive analysis & monthly performance readouts tracking campaign results, revenue attribution, & channel KPIs
Oracle (Bronto/Responsys) Director, Strategic Services 2010 – 2024
Led marketing automation strategy & execution for IR50–IR500 DTC beauty industry clients using Bronto & Responsys to orchestrate multi-channel lifecycle programs driving acquisition, engagement, revenue, & retention. Managed complex technical integrations & data architecture to implement sophisticated CRM initiatives that lifted engagement & revenue, consistently surpassing goals, with a focus on LTV, net retention, ARPU, upgrades, subscribe / resubscribe rates. Responsible for forecasting impact & building testing/optimization roadmaps across channels. Managed & mentored team of 14 marketers, designers, & technical consultants supporting multiple client programs simultaneously.
☑︎ Architected & built automated lifecycle journeys for multiple IR50+ beauty brands, including subscription-based, loyalty, welcome series, triggered purchase flows, replenishment campaigns, VIP engagement tracks, & win-back programs across email, SMS, & push ☑︎ Partnered with engineering, data, & client IT teams to define data schema, custom events, user attributes, & product feed integrations powering precise segmentation & dynamic content personalization
☑︎ Implemented rigorous testing frameworks & experimentation culture, optimizing send times, subject lines, creative variations, & messaging—contributing to 252% YoY revenue growth for key client accounts ☑︎ One triggered campaign drove 60% of yearly revenue for a flagship client, demonstrating the power of well-architected lifecycle automation
☑︎ Mentored & coached LCM team of 14 across multiple client accounts, fostering expertise in platform architecture, campaign best practices, & analytics ☑︎ Repeated 100% Customer Satisfaction Survey winner & Outstanding Achievement Award recipient, recognized for client impact & team leadership
☑︎ Managed ESP migrations (Responsys, Braze, Klaviyo integrations) & martech stack implementations, ensuring smooth transitions & data governance
PHE, Inc. Marketing Director 2008-2010
Exponentially grew revenue for subscription-based business by redeveloping branding, ecommerce website, & implementing advanced marketing technology stack. Owned all marketing channels, with an emphasis on digital & specifically email (Responsys). Built out a sophisticated multi-channel marketing infrastructure & executed highly successful campaigns across email, SMS, paid media, & web.
☑︎ Grew revenue by 67% YoY through integrated lifecycle marketing & optimization ☑︎ Hired & managed team of 6 marketers, designers, & technical managers
☑︎ Pioneered multi-channel campaign execution: email, social, SEO/SEM, affiliate, paid media, PR ☑︎ Headed marketing P&L: budget planning, forecasting, & cost optimization
☑︎ Conducted multivariate testing & established measurement frameworks to drive continuous improvement
BlanX America, Inc. Director of Marketing 2004-2007
Led global-to-regional go-to-market strategy, introducing Italian beauty brand to NOAM & UK markets through coordinated ecommerce & retail channels. Purchased & implemented marketing technology stacks to enable sophisticated multi-channel campaigns.
DiscoTech Design Client Marketing Manager 2004-2012
Consulted with ecommerce brands to drive revenue through website optimization & build. Implemented technology stacks enabling multi-channel marketing. Created marketing plans & managed client relationships. Launched successful retail partnerships.
ZA Media Marketing Manager 2002-2004
Developed go-to-market strategy for mobile-first ecommerce platform. Spoke on national industry conference panel on “The Future of the Mobile Web.”


Core Competencies
Marketing Automation & Strategy: Marketing Automation Architecture ● Analytics ● Customer Journey Mapping ● Lifecycle Campaign Orchestration ● Advanced Segmentation & Behavioral Triggers ● LTV & Retention ● Subscription & Loyalty Program ● Upsell/Cross-sell ● Multivariate Testing & Optimization ● Personalization, Behavioral, & Dynamic Content ● Email/SMS Deliverability & List Hygiene ● Market Research & Competitive Analysis

Marketing Automation & ESP Platforms: Iterable ● Braze ● Klaviyo ● Responsys/Oracle Marketing Cloud ● Salesforce Marketing Cloud ● HubSpot

Omnichannel Expertise: Email Automation & Broadcast ● SMS/MMS & Mobile ● Push Notifications/Onsite Messaging ● Site Optimization & Testing ● Paid & Social Media ● Affiliate ● SEO/SEM ● Content Marketing ● Loyalty & Subscription Programs

Analytics & Data: Looker ● Google Analytics ● Product Analytic ● Revenue Attribution ● Abacus ● Yotpo ● ML-based Recommendation Engines ● SiteSpect

Technical & Integration: API & Webhook Integration ● Event-Based Data Taxonomy ● HTML/CSS Email Customization ● Liquid Logic ● SQL ● Product Feeds

Project Management & Other Tools: Airtable ● Monday ● Asana ● Basecamp ● Wrike ● Adobe Creative Suite (emphasis on Photoshop & Dreamweaver) ● Hootsuite ● Microsoft Office

eCommerce/CMS: Shopify ● Salesforce Commerce Cloud ● Magento ● Demandware


Education
Digital Marketing Certification The GWU School of Business Washington, DC
Master of Business Administration Quantic School of Business & Technology Washington, DC
Bachelor of Arts The George Washington University Washington, DC


Professional Organization
Advisory Council Member, Digital Marketing Program The GWU School of Business Washington, DC


Community
Bronto Green Committee: Founder / Member. Durham, NC
NC Food Bank: Volunteer & coordinator. Durham, NC
SEEDS: Volunteer. Durham, NC
SOA Watch: Campaign volunteer. Durham, NC
Edgemont Community Center: Tutor for underprivileged children. Durham, NC
HeadStart Program: Teaching assistant for underprivileged children. Durham, NC
Adopt-a-Highway Program: Volunteer. Brevard & Hillsborough, NC
Adopt-a-Family Program: Volunteer and contributor. Durham, NC