Work Experience
Treehouse Digital Marketing (consulting)
As Owner & President of Treehouse Digital Marketing, I’ve been engaged in various digitally-focused consulting assignments highlighted below:
Highlights:
Jetson - Lead ridejetson.com ecommerce sales promotions, digital media, CRM, and go-to-market strategy/launch planning
Magnolia - Supported Magnolia.com performance marketing team to provide strategic input for optimizing paid media campaigns and achieving ecommerce KPIs, including delivering on ROAS growth goals
GSK Consumer Healthcare - Led CxM enablement including CRM, Influencer and content strategy and execution for Emergen-C and Centrum brands.
Johnson & Johnson - Led multiple digital consulting projects which included supporting C&C brand website revamp, developing a retail activation toolkit, refining the paid search strategy, and leading consumer sentiment analysis for Neutrogena Acne and Clean & Clear consumer brands.
Imre (Digital advertising agency)- developed a go-to-market framework to expand agency’s right to win in the consumer healthcare segment. Advised on key action steps for developing category acumen, and recommended a refined tiered business development strategy.
Lessons Learned: business ownership/management, client service, Go-to-Market Strategy, sales strategy, business development, remote work performance optimization, agency optimization, improved CxM skillset
Pfizer Consumer Healthcare (rebranded GSK Health)
As Sr. Manager of Digital at Pfizer, I led all aspects of digital marketing for multiple brands including ChapStick, Emergen-C, Robitussin, Children’s Advil, Advil Congestion Relief. I successfully implemented comprehensive digital plans and go-to-market, omni-channel strategies. I also led the Social Media competency for the organization.
Most recently, as Sr. Digital Lead for Emergen-C, I translated the brand’s business goals into actionable digital marketing strategies tied directly to the P&L, topline growth targets, and customer KPIs. I led the digital strategy for multiple product launches - managing eCommerce/digital shelf initiatives, offline sales integration, high-impact online campaigns, Influencer, social and content marketing.
Highlights:
Accelerated DTC for the Emergen-C brand and achieved record eCommerce sales growth (+45% YOY)
Led Emergen-C to unsurpassed ROI in both Search and on Amazon media
Awarded Circle of Excellence distinction for digital innovation on ChapStick brand specifically for introducing continuous innovation and propelling ChapStick brand growth.
Lessons Learned: organization-wide digital leadership, performance marketing, omni-channel and customer experience, team management, product launch leadership, DTC/ecommerce, social commerce, ad personalization, influencer and content marketing, programmatic media, attribution.
Roche Pharmaceuticals
As a Product Manager for Boniva (co-promote with GSK), I directed consumer online marketing strategy ensuring alignment to offline campaigns. I 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.
While I was in my role as Interactive Marketing Manager, I generated brand level situational analyses and action plans for consumer/professional audiences in multiple disease markets. These marketing plans included target audience communication objectives, channel recommendations and investment strategies to support multi-channel and permission-based campaigns. I supervised online market research, internal and external agency resources, media planning, and advertising creative development.
Highlights:
Achieved 3:1 ROI by generating acquisition strategies that grew membership in MyBONIVA patient support and persistence program by 20% in one year
Drove increased message recall and intent to purchase metrics by contributing to creative production for national TV, radio and print advertising campaigns
Lessons Learned: scaled digital marketing plans, presentation skills, cross-functional collaboration, website optimization, user experience, technical and functional requirement writing, digital analytics, SEO/SEM, eCRM, agency management, market research, a/b testing, creative design.
Kavaa Digital Agency
Account Manager: Provided online community management services for MTV, Martha Stewart, Showtime, and Country Music Channel. Coordinated new client engagements from analysis through launch/management of branded web communities. Translated customer behavior and dialogues into business intelligence. Prepared weekly and monthly analytics reports detailing site metrics, qualitative community insights and recommendations for optimizing community engagement. Managed a team of 30 site moderators.
Lessons Learned: client management, social listening, team development, and business development
iVillage.com (acquired by NBC)
Content Programming Producer: iVillage was the original women’s online content destination to hit scale. I really enjoyed this job because it helped me deepen my creative content production skills and gave me the opportunity to be on the forefront of developing the social community landscape in the early days (think late ‘90s) of Internet adoption.
We engaged in two-way dialogues with the consumer through our content focused chat rooms, message boards and interactive promotions and helped pioneer social listening, community moderation practices, and user-generated content. Additionally, we integrated all that rich data to shape compelling future content offerings.
Lessons Learned: first-generation social media (chat/message boards), content marketing, consumer engagement, interactive promotions, social moderation management
Accenture
My first job out of college was at Andersen Consulting (since then rebranded Accenture). As an Analyst, and later as a Consultant, I had the opportunity to learn programming (including coding languages like COBOL and C++), as well as gain exposure to many industries (banking, telecom, utilities) helping them to improve their business processes.
Lessons Learned: I developed an understanding of the engines and dynamics that drive every-day business processes. This role also provided ample opportunity to solve complex business challenges and gain client service delivery experience.
What’s Next for me?
I’m searching for my next senior executive role where I can lead best-in-class teams deliver comprehensive and cohesive digital strategy & implementation. Further, I’m looking to collaborate with companies eager to strengthen their consumer relationships with an integrated, omni-channel focus to enhance brand equity and loyalty. While I have diverse experience in Consumer Packaged Goods and Pharmaceutical industries, I’m confident and excited to apply my digital marketing expertise to other industries as well.