Intro to resumeIn my career, I've worn a number of hats - and my sweet spot is driving innovation and change cross functionally from a marketing. I enjoy leading short term strategic vision (1-3 years)
I know how connect data, build pieces of the puzzle Supporting organziational digital transformation, including process building, playbook building, |
Digital Customer and Prospect Journey
|
•Data management and migration
•Creating and optimizing trigger-based campaigns •Technology adoption Developed customer communications journey and launched behavior-driven customer email and SMS touchpoints in a CRM environment for Xfinity Prepaid Business Unit Managed dot com sales channel performance, including implementation of brand strategy and UX/UI optimizations, for Xfinity Prepaid Business Unit Customer and product lifecycle management • Launch, measurement, and optimization strategy for behavior-driven customer communications in a CRM environment. Email and SMS programs to date have delivered $3M in quarterly revenue • Performance of dot com sales channel, including implementation of brand strategy and UX/UI optimizations. YoY the digital channel performance has grown +12% for new connects and +96% for refill volume developing digital prospect experience What does CRM mean |
Analysis and data-driven story telling
|
Graduated from General Assembly’s Accelerated Data Analytics course for Excel and Tableau skills in December 2017
Developed success metrics reporting for direct mail, email, and SMS marketing tactics to evaluate and optimize tactic performance and to evaluate marketing ROI Analyzed industry trends, including 5G, M&As, and pricing/packaging, to shape executive understanding and action for Xfinity Mobile |
Go to Market Strategy
|
|
Competitive tracking, measurement, and analysis
Lead generation – acquisition, upgrade, and retention targeting strategy Test and learn strategy Created Competitive Intelligence program for Xfinity Mobile, serving frontline employees and senior leadership team Supported go-to-market strategy ideation and execution for new feature launches and promotional roadmap for Xfinity Mobile Extensive experience building test and learn programs, including A/B testing and optimization strategy for direct to consumer marketing programs As of Q4 2018, Xfinity Mobile boasts over 1.2M subscribers, becoming one of the fasting growing wireless companies in the country. As the first in my role, I was responsible for the following: • Tracking postpaid and prepaid wireless competitors, including share flow changes, promotional activity, branding or messaging shifts, and packaging changes. Conducting analysis and provided educational materials for audiences ranging from frontline employees to senior leadership (including the company president) • Investigating and analyzing industry trends, including 5G, M&As, and pricing/packaging, to shape executive understanding and action for Comcast's new wireless business unit • Supporting go-to-market strategy ideation and execution for new feature launches and promotional roadmap • Marketing: Conducted marketing research through focus groups and beta testing groups. Created go-to-market strategy comprising of unpaid, paid, and partnership marketing. Developed brand guidelines based on customer-behavior. Created SendItLater's marketing and branding collateral and oversaw the design and implementation of the SendItLater sites. • Investor Relations: Created investor and potential investor materials, including projected customer acquisition models, financial, strategy, and demonstration of products • Business Development: Researched and solicited potential partners to secure contracts, including closing three contracts with multi-million dollar companies and one non-profit |
Tactical Execution
|
|
•Brand Strategy
•Frontline/sales support •Building customer awareness and preference •Direct marketing (mail, email, digital, social) strategic planning, execution, and measurement •Promotion and creative testing and optimization •Corporate, sports, and wedding event design and management •Sponsorship sales, activations, and measurement •Leadership skills – leading through others •Budget management Managed $120M direct and digital marketing budget for Comcast’s Central Division in Atlanta, driving YoY improvements in response rate and conversion Drove YoY growth in connects and refill activity though end-to-end doorhanger and direct mail programs for Xfinity Prepaid Business Unit Experienced in end-to-end process management, from strategic design to creative development to program execution and vendor management In September 2015, I joined the Central Division of Comcast Cable in Atlanta, GA. As Comcast's largest division, the Central Division encompasses a twelve state footprint with 24M homes passed. In my role on the marketing strategy team, I was responsible for: • Driving product awareness, consideration, and subscriber growth through direct mail, digital marketing, and social media. Each year, I delivered YoY improvements in response rate and conversion via all tactics • Defining success metrics and measuring tactical performance through various analytical methods to optimize direct response programs • Management of end-to-end tactic development, from strategy development through execution and vendor management • Maintaining expense forecasting, tracking, and reporting for residential and business services marcom teams with a combined annual budget of $120 million |
Event Management and Design
|
The Campus Center and Events Services office is responsible for planning the logistics of all on campus events. During my time at CCES from my sophomore through junior year of college, I was responsible for planning events according to a client's demands, as well as managing my own events and those planned by my co-workers. To plan events, I created event summaries, which outlined all of the client's set-up, audio-visual, and catering needs. While managing events, I used the event summary to ensure that all of the client's requests are supplied. This position trained me to think on the spot and provide excellent customer service to our clients.
Managed hotel and sponsorship ops for 20+ pro-am golf tournaments for the Jamaica Tourist Board in Montego Bay, Jamaica Led Comcast’s Central Division six-stop X1 Tour Bus program to drive product awareness in 2016 Managed 100+ presentations, concerts, and weddings for higher education client in New York The Golf Connection plans and manages international golf tournaments. From 2013 to 2014, I joined their team as an onsite Hospitality Coordinator. In November of 2013 and 2014, I worked in Montego Bay, Jamaica for the Annie's Revenge Jamaica Golf Pro-Am. While in Jamaica, I managed all of the nighttime activities, including player registration, a beach party and the awards gala. In addition, I also coordinated all of the daytime activities for the non-golfing guests. In February 2014, I once again served as the Hospitality Coordinator for the Golf Connection on the islands of St. Kitts and Nevis. At the Admiral's Cup in St. Kitts, I was responsible for the nighttime events, as well as the daytime guest consultations. During my time with The Golf Connection, I applied my event management skills in a foreign country. I loved the opportunity to meet new people and solve new problems in innovative ways. After planning my own wedding in 2017, I fell in love with all things wedding-related! In early 2018, I joined the event staff at KMT Event Group, a premiere event planning boutique providing a full range of planning, production, and design services. Within KMT, I am responsible for planning and running day-of operations for weddings around the Philadelphia area. As a day-of-coordinator, I am passionate about handling all the small (and sometimes complicated) aspects of wedding planning so my brides and grooms can have the most magical day of their lives. After all, there’s nothing better than watching the special couple celebrate with their favorite people. After losing my dad to cancer of unknown primary as a teenager, I became dedicated to the fight against cancer. Following my freshman year of college, I decided to pair my love of running with the my quest to help eradicate cancer. I created the Christmas in July 5k, a road race in my hometown (West Newbury, Massachusetts) with all proceeds benefiting the Boston-based cancer research and treatment facility that treated my dad. For the race, I solicited sponsors, secured publicity, and managed the entire event. In our first year, 2012, we raised over $4000 with the help of 120 runners, 13 corporate sponsors and dozens of volunteers. The next year, the race grew to over 170 runners from eight different states, 14 sponsors and over $6500 raised. Though the non-profit race, I found the power of community while managing a price-conscious budget driven by a good cause. The Ithaca College School of Business holds several events each semester, ranging from guest speakers, student organization fundraisers and alumni visits. I joined the marketing team of the School of Business events coordinator during my senior year of college as the first student to hold this position. As the events coordinator, I was responsible for planning all aspects of each event, from organizing logistics to promoting the events to providing hospitality and management during the events. During my employment, I successfully planned several high-profile events with speakers including Ken Fisher (CEO of Fisher House), Hamdi Ulukaya (CEO of Chobani Yogurt), Mark French (Former Senior Vice President of NBC Everywhere; Currently CEO of Court Grip) and Stew Leonard Jr. (CEO of Stew Leonard's Grocery). In addition to planning events, I also assisted our school Marketing Communication Manager with marketing efforts for incoming students and alumni. I loved that my position at the School of Business is constantly evolving and changing, so there was never a dull day in the office! |
Other Experience
|
Sales Experience - During the fall of my senior year, I started working as a Campus Representative for Kaplan Test Prep. In my position, I was responsible for promoting Kaplan Test Prep for students who were interested in graduate schools. As the only Ithaca College campus representative, I designed and implemented a marketing plan that included talking at student organization meetings and tabling in our campus center. Additionally, I also spoke at Cornell University events, like their junior premed meeting. During my time with Kaplan, I became the top-preforming college representative in my region.
GBRC |
