Past Experience

I am an experienced marketing leader with demonstrated success designing and executing integrated customer marketing strategies that consistently deliver measurable results. Known for exceptional business acumen and fact based decision making, I am particularly strong in developing and leading high preforming teams while delivering profitable results. Moreover, I love what I do, I embrace each day with boundless energy and positive spirit.

December 2023 - Current

Vice President, Marketing and eCommerce, Venus Fashion

Driving strategic transformation and customer marketing initiatives. As a change agent and evangelist for data-driven, digital-first initiatives; leading the implementation of a go-to-market process and refocused efforts on digital marketing transformation. Achieved a 20% improvement in new customer recruitment by leveraging innovative channels and strategies while fostering team alignment and operations to deliver successful execution. Directly reported to the Chief Executive Officer.

September 2021 - November 2023

Vice President, Marketing and eCommerce, Soft Surroundings

A results-driven and collaborative executive, spearheading marketing initiatives for a leading retail specialty brand, driving the brand evolution, customer persona development, and seamless omni-channel growth marketing planning to facilitate a successful business turnaround. Proactively focused on new customer acquisition while prioritizing retention with a keen eye on profitability. Delivering on KPIs, generating ~$220M in revenue and skillfully managing a substantial $40M budget. Directly reported to the Chief Executive Officer.

Orchestrated a comprehensive brand refresh for Soft Surroundings, transforming the company's visual identity and ensuring alignment with the brand's values, resulting in increased customer engagement and brand loyalty.
Transformed the media mix through data-driven insights, prioritizing digital and video channels to magnify brand awareness, engagement, and sales, propelling the brand forward with a diversified and impactful approach.
Implemented strategic initiatives resulting in a 10% improvement in repurchase rates, surpassing the set goal, while simultaneously outpacing New to File (NTF) targets by 10%;
Successfully optimized the Customer Acquisition Cost (CAC) to profitability ratio, ensuring that first-time purchases were financially viable, leading to enhanced customer lifetime value and future business growth.

December 2020 - August 2021

Vice President Brand and Growth Marketing, Virgin Voyages

Revamped growth for a dynamic start-up cruise line, spearheading a high-performing team to execute a multifaceted demand generation strategy. Led the development of a comprehensive customer program to boost engagement and share of wallet, while maintaining a laser focus on achieving business objectives through a balanced approach. Orchestrated a wide array of impactful marketing initiatives, including performance marketing, social media, customer lifecycle, partnerships, brand communications, and events. Responsible for a ten-member team and reported directly to the Chief Brand Officer.

Designed and executed a customer framework that achieved an impressive 90% increase in new-to-file rates while maintaining favorable Customer Acquisition Costs.
Designed and implemented a dynamic team structure, effectively marrying the depth of the brand story development with performance-driven tactics to achieve and exceed business objectives. Simultaneously, restructured multiple marketing agency and technology agreements, resulting in an impressive cash favorability of over $1 million projected for 2022.
Seized the pandemic's unique opportunity to elevate brand recognition and cultivate a qualified customer database through a compelling event that drew the highest daily unique visitors to the site, surpassing any previous week. This event generated approximately $3 million in earned media and viral social buzz, effectively establishing a dedicated base of product enthusiasts and loyal customers.
Delivered meaningful integrated celebrity and media partnerships that delivered over $7M in earned media value through brand exposure and media partnerships.

November 2014 - September 2020

AVP Marketing, Victoria's Secret | PINK

Responsible for driving profitable sales through customer acquisition and loyalty for one of the top fashion brands in the world; serving as a change agent by delivering and executing upon an integrated marketing roadmap including the restructure of customer marketing framework, customer contact strategy, implementation and activation of marketing technologies, and delivering profitable results on marketing drivers. Recognized as an empowering leader who is quickly able to synthesize business needs and apply those to marketing strategies. Leading team of twenty-seven, reporting into the CDMO supporting Victoria’s Secret brands.

Proficient in developing scalable marketing touchpoints with processes and team structure to support growth. Managing annual marketing budget +$50 million, accountable for +$2.5B in sales.
Leading the organizational transition to develop a customer first program through a balanced Customer Contact strategy inclusive of Digital; in collaboration key stakeholders and senior leadership developed innovative customer contact strategies allowing for 1:1 targeting of customers while maintaining emotional connection and brand elevation.
Retooled analytics framework supporting Media and Email; lead collaboration with Finance and Data Science teams to develop of Mixed Media Analysis to better understand contribution of sales for promotions and digital media while reading attributable sales by driver, developed robust dashboard capabilities allowing the teams to quickly read/react to data.

May 2010 - April 2014

Director Of Marketing, Office Depot

Promoted ahead of HR standard with five progressive positions and four title changes in less than four years.

Drive customer contact and brand awareness through direct response and brand marketing. Manage budgets +$35 million, driving more than 50% of website traffic and sales. Amplify broadcast media buys online by overseeing all digital media buying company-wide. Lead team of eight direct reports. Report to SVP of Customer Strategy.

Drove 14% increase in gross sales, improved profitability 13%, and maintained flat margins during period of sharp decline in margin across the business by strategically placing higher margin products, revamping promotional strategy, and introducing new segmentation model that increased share of wallet with existing customer base.
Built circulation of 1B+ emails, representing 20% YoY growth, while maintaining 18% open rate & 10% file growth rates with zero increase in unsubscribe rates by improving segmentation, product placement, & testing offer strategies.
Increased in-store pick-ups by 3% across 1,200-store chain by developing and deploying digital media plan that spanned desktop and mobile devices and educated customers on in-store pick-up program.
Led successful integrated marketing campaign with supporting One Direction Back to School partnership. Campaign activation and media optimization efforts resulted in 45% response to buy school supplies at Office Depot and 75% recognition of Office Depot as partner in anti-bullying campaign.
Led development of viable “delivery only market” program by creating strategy to build value propositions, forecasting growth potential in each market, identifying key markets, and selecting test markets.

May 2007 - May 2010

Director Online Marketing, BGT Partners

Reporting to the Managing Partner, directed all online marketing for this largest privately-held interactive marketing firm in the Southeast. Worked closely with high-profile clients to conceptualize, design and implement online marketing initiatives including Paid Search, Display, email, analytics, site testing (A/B and MVT), site analysis, social media and digital strategies. Managed staff of 9 including online SEM/SEO Specialists and Analytics & Optimization team.

Key clients included ADT, Kaplan University, Steiner Leisure, BankAtlantic, FPL, Office Depot, Tradestation Securities, Terremark, FedEx, Mutual of Omaha, Regent Seven Seas Cruises, Susan G Komen Foundation and Carnival Cruise Lines.

Grew profitability 150% in one year with 200%+ forecasted growth for following year by restructuring Online Marketing Department for optimal productivity that supported business growth without adding staff.
Boosted department profitability by introducing new Analytics Team leveraging site analytics package adding four staff to headcount.
Reduced service/software fees by 20% and decreased media rates by 40% through contract renegotiations.

1996 - 2001

Additional Experience

Southeast Realty Equities - Co-Founder, Director of Marketing

Burdines Department Store – Sales Manager (1999-2001)

California State Senate – Director of Constituent Services / Political Director for Senator Dick Monteith (1996-1998)

California State Assembly – Assembly Intern / Volunteer Campaign Director for Assemblyman George House (1995-1996)

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"A wise girl knows her limits, a smart girl knows that she has none."