DIGITAL MARKETING PROFESSIONAL

Innovative and results-focused Digital Marketing leader with expertise creating comprehensive digital marketing plans that deliver optimal customer experience and brand performance. Extensive experience leading transformative omni-channel strategy integration and executing high-impact digital campaigns within fast-paced environments.

CORE STRENGTHS & AREAS OF EXPERTISE

Brand & Product Launch | Social Media | Digital Media Strategy | eCommerce/DTC | Influencer Marketing

Omni-Channel Strategy | Analytics & Data strategy | Digital Customer Experience | SEO/SEM | Website

Content Marketing | Agency/Vendor Management | Cross-functional Partnerships | CRM/Email | Budget Mgmt

EXPERIENCE

Marketing Consultant, Jetson, Brooklyn, NY 10/2022 – 6/2023

Lead ridejetson.com ecommerce sales promotions, digital media, CRM, and go-to-market strategy/launch planning

Marketing Consultant, Magnolia, Waco, TX 5/2022 - 8/2022     

Supported Magnolia performance marketing team to provide strategic input for optimizing paid media campaigns and achieving ecommerce KPIs, including delivering ROAS growth goals

Marketing Consultant, GSK Consumer Healthcare; Warren, NJ 8/2021 – 12/2021

Led CxM enablement including influencer, CRM and content strategy and execution for Emergen-C and Centrum brands.

Marketing Consultant, imre health (digital agency); Baltimore, MD 3/2021 – 6/2021

Developed Go-to-Market framework, providing a roadmap to stand up a consumer healthcare practice.

Marketing Consultant, Johnson & Johnson; Los Angeles, CA 11/2020 – 03/2021

Led multiple projects for Neutrogena Acne and Clean & Clear brands including website revamp, retail toolkit development, consumer sentiment analysis and SEM.

Sr. Digital Brand Lead, GSK Consumer Health Care (Joint Venture with Pfizer 8/1/19); Madison, NJ 8/1/19 - 12/14/19

Translated Emergen-C brand business goals into actionable digital marketing strategies tied directly to the P&L, topline growth targets, and customer KPIs. Led direct-to-consumer and eCommerce sales growth, high-impact online media campaigns (social, display, SEM, mobile), media channel decisions, brand advocacy initiatives, and multi-platform content strategy.

• Collaborated directly with eComm sales team & retail partners to optimize online product assortment, digital shelf A+ content, AMG/AMS media, social drivers and online merchandising to drive product discovery and unprecedented +45% sales growth YOY on Amazon

• Directed digital media plans to ensure targeting, channel selection, data strategy, and creative execution exceeded objectives. Improved social media ROI 48% YOY by optimizing ad formats and driving efficiencies; Achieved ROI measures for SEM and Amazon media that consistently led across legacy PCH brands

• Owned advocacy initiatives including implementing ratings & reviews and Influencer marketing strategy

• Accelerated new product launches with 360 digital plans

• Led digital team to develop unified brand expression throughout joint venture integration with GSK

Sr. Digital Marketing Manager, Pfizer Consumer Healthcare (PCH); Madison, NJ 2011 – 2019

Led all aspects of digital marketing for multiple PCH brands (ChapStick, Emergen-C, Robitussin, Children’s Advil, Advil Congestion Relief). Partnered cross-functionally with brand, sales strategy, PR, eComm and advertising teams to implement digital plans. As the social media SME, was responsible for managing social moderation agency, developing and rolling out social content process and SOPs, introducing new capabilities, developing and sharing out social best practices for the organization.

• Recognized internally and externally as a leader in digital marketing innovation

  • Honored with Pfizer “Circle of Excellence” Award in 2017 for consistently introducing new technologies and digital capabilities

  • Routinely educated brand marketers on digital strategy and channel best practices (e.g., social media marketing, video best practices and Influencer marketing)

  • Presented on “Social Influencer Marketing” as invited speaker at 2013 Ad Tech Conference.

• Launched ChapStick’s first Direct-to-consumer ecommerce store

• Spearheaded 3 or more digital launches annually supporting new products and line extensions

• Created a turnkey mobile brand website platform solution across PCH brands

• Introduced reviews and influencer marketing programs organization-wide and directed implementation

• Led digital rollout of content marketing partnership with Meredith Publishing to connect with target consumers and drive brand equity, leading to 52% improvement in brand favorability

Product Manager, Boniva®, Roche Pharmaceuticals; Nutley, NJ 2007 – 2009

Directed the Boniva® consumer online marketing strategy ensuring alignment to offline DTC campaign. Managed strategy planning, development, execution and optimization of branded web properties, SEM, digital media, CRM program, coupon and trial promotions, PR, and customer service call center.

• Achieved 3:1 ROI by generating acquisition strategies that grew membership in MyBONIVA patient support and persistence program by 20% in one year

• Circulated rollout of new on-message interactive marketing tactics after successfully collaborating with cross-functional team to revamp brand messaging strategy

• Drove increased message recall and intent to purchase metrics by contributing to creative production for national TV, radio and print advertising campaigns

Product Manager, Mircera®, Roche Pharmaceuticals; Nutley, NJ 2007

Oversaw rapid development and implementation of marketing tactics for new product launch. Managed execution of professional and patient promotional tactics (direct mail, journal advertising, patient materials, sales force selling tools, and convention planning).

• Doubled all pre-launch marketing goals for fast-track launch; adhered to timelines and budget

• Influenced agency in developing HCP educational materials (video, online and in-person programs)

• Managed disease education booth concept and execution for 4 different professional congresses, exceeding franchise engagement benchmarks

Interactive Marketing Manager, Roche Pharmaceuticals; Nutley, NJ 2004 – 2007

Led digital marketing strategy, supervised budget allocation, and optimized brand assets. Generated brand level situational analyses and action plans for consumer/professional audiences in multiple disease markets. Established target audience communication objectives, channel recommendations and investment strategies to support multi-channel and permission-based campaigns. Supervised online market research, internal and external agency resources, media planning, and advertising creative.

• Implemented CRM platform, E.piphany, fulfilling backend pull-through of complex segmented consumer email campaigns, and delivered targeted, relevant, messaging

• Demonstrated innovation leadership by bringing novel marketing programs (e.g., a company first physician e-detailing program, and affiliate programs that expanded CRM database)

Account Manager, Kavaa (formerly BBI Systems); New York, NY 2001 – 2002

Provided online community management services for MTV, Martha Stewart, Showtime, and Country Music Television Channels. Coordinated new client engagements from analysis through launch/management of branded web communities. Led social listening to translate customer dialogues into business intelligence. Prepared weekly and monthly client reports detailing site metrics, qualitative community insights and programming recommendations to successfully optimize brand engagement. Managed team of 30 site moderators.

ADDITIONAL CAREER EXPERIENCE

Content Programming Producer, iVillage.com; New York, NY

Consultant, Accenture; New York, NY

EDUCATION

Northwestern University, Evanston, IL Master of Science (MS) Integrated Marketing Communications

Concentration: Advertising & Sales Promotion

Binghamton University, State University of New York (SUNY) at Binghamton, NY, School of Management; Bachelor of Science Management

Concentration: Marketing

Supplemental Education:

Harvard Business School Online, Business Analytics Certification

MIT Sloan Online, Digital Marketing Analytics Certificate

VOLUNTEER WORK

  • Northwestern University Admissions Council – Alumna Interviewer

  • Family & Children Services, Elizabeth NJ - Fundraising Committee

  • Feeding Hands Food Pantry - Volunteer

  • Farmstead Arts, Basking Ridge - Community Event Planning Committee