About My CareerMy sweet spot is driving innovation and delivering marketing channel and tactic strategies. No system migration or product launch scares me - I'm great at leading or supporting organizational transformation, including end-to-end process development, playbook creation, and results measurement. I enjoy leading short term strategic vision (1-3 years) and have a track record of delivering fiscally-responsible, data-driven strategies for both prospects and existing customers.
Read on to learn a bit more about my skill set and experiences! |
Go to Market Strategy Development & Execution
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I have significant experience driving go-to-market strategy for new systems, products, features, and functionality, including:
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Prospect + Customer Journey Building
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I have experience building one-to-one omnichannel experiences designed to drive a specific journey and conversion, including:
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Data-driven Storytelling & Analysis
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deriving insights from data
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 |
Marketing Tactic Execution
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•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 & Design
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I have developed and managed a range of events, including:
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. |
Other Experience
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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 Party of Gold |
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
- I developed the consumer marketing strategy for a technology start-up (2014-2015), overseeing:
- Marketing Strategy, including conducting marketing research through focus groups and beta testing groups, creating go-to-market strategy comprising of unpaid, paid, and partnership marketing, developing brand guidelines and collateral based on customer-behavior, and overseeing the design and implementation of the internal and external sites sites.
- Investor Relations, including creating 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
- I supported the 2017 launch of Xfinity Mobile (Comcast's customer wireless product), where I created the competitive Intelligence program for Xfinity Mobile by tracking postpaid and prepaid wireless competitors, including share flow changes, promotional activity, branding or messaging shifts, and packaging changes. Specific deliverables included:
- 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
- I launching Adobe CRM for Xfinity Prepaid in *2017-2020), and
- driving digital transformation for the acquisition and originations lanes of One Main Financial (2020 to present)
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
