Leading multi-million-dollar digital transformations and customer-centric commercial initiatives for 10+ years.

Grew a solo practice into a respected firm with an elite team of experts, trusted partnerships and global clients.

For a decade now, every client has been a repeat client.

Notable Leadership Results:

Marketing Technology & Operations:

• Led an enterprise marketing cloud implementation, including vendor selection, contract negotiation, system integration and operations strategy, achieving a 675% conversion lift through advanced personalization

• Leveraged behavioral segmentation and social media retargeting to activate dormant customers and developed a subscriber propensity model that yielded a 3.4% boost in average revenue per booking

• Architected a $100M+ ancillary product growth strategy with a tech roadmap balancing time-to-market & ROI

• Addressed a client's lack of visibility into digital marketing performance by analyzing digital operations and marketing databases, surfacing technical issues with tag management and web analytics configurations causing revenue duplication and identifying multi-million-dollar ad spend mismanagement

Data & Analytics Product Management

• Designed and implemented a unified commercial data warehouse, achieving 10x ROI in 4 months and underpinning the financial justification for a permanent commercial data science and AI practice

• Integrated multiple operational systems into a real-time data layer generating $10M+ in annual savings and project payback in just 6 days

Digital & Technology Modernization

• Designed and sold a digital transformation strategy that leveraged an API architecture to modernize legacy systems, ultimately delivering a 52% reduction in payment abandonment and a 20% revenue lift in digital channels

• Delivered a comprehensive strategy & roadmap to replace an outdated CX management system with a cloud-based solution, including software evaluation, self-funding business case and real-time solution architecture

• Augmented client leadership to deliver an e-commerce modernization including web analytics rebuild, a CMS system and a customer intelligence program supporting the design & launch of a new customer loyalty program

Leader of a large marketing technology and analytics team responsible for digital platform optimization and marketing automation for a $10B+ e-commerce operation while navigating an $8.5B merger

• Achieved a double-digit growth rate in web conversion and increased average revenue per booking, generating a $50M+ P&L impact through cross-sell/up-sell of ancillary products

• Implemented a web content management solution reducing campaign production time from 3 weeks to 3 hours, leading to a 100x increase in personalized campaign volume and 5x increase in engagement

• Streamlined martech operations across two airline digital properties while reducing technology spend through contract optimization and platform consolidation, saving over $1M annually in web analytics spend alone

Sr. Manager, Marketing Intelligence:

Led a team of analysts and managers that delivered data-driven growth marketing and customer retention programs for a $1.5B+ energy retailer with 3M+ customers

• managed acquisition and retention campaign targeting

• measured marketing effectiveness through statistical attribution and ROI analysis

• delivered customer analytics such as behavioral segmentation, propensity modeling & lifetime value scoring 

Manager, Business Intelligence:

Consolidated teams of over a dozen analysts across five cities and two countries to a new Houston headquarters: hired and transitioned team & streamlined ops in 90 days; successfully implemented new BI platform, democratizing analysis & reporting functions to business teams from IT in 180 days

Advanced from Sr. Analyst to Director in 4 years by identifying & implementing novel uses of data and digital engagement to grow direct-to-consumer channels and drive deeper customer relationships for 38M loyalty members 

• Led the development of innovative web and email assets that significantly improved customer acquisition and engagement throughout the customer life cycle, leveraging pricing, availability, segmentation and propensity data to generate dynamic offers, resulting in a 12% conversion lift + $1.5M in annual distribution cost savings

• Developed analytical models for business/leisure segmentation, RFM and email engagement to optimize and expand an email marketing program with a 100M+ monthly email send volume

• Drove strategy and business requirements for new customer data feeds for the enterprise data warehouse and developed new business practices for automated reporting and business intelligence capabilities for the CMO

Identified and introduced new marketing programs beyond traditional advertising to the organization and its customers. Developed and executed bank expansion alternatives, utilizing market research and customer data analysis to launch new initiatives and grow the direct mail, e-mail, web, and in-branch marketing channels.

Reported directly to the CEO.

Select Accomplishments:

+ Designed, developed and launched a regional ATM partnership with HEB grocery stores to triple the local bank’s ATM network in Central Texas and enhance the bank’s visibility.

+ Overhauled the bank’s website and online banking application, adding multi-language and customer segmentation functionality to make it a more interactive and customer-centric sales and service channel.

+ Participated in vendor management and technology integration for the launch of several customer-facing products including multi-factor authentication for online banking, debit card re-launch, and new stored value card programs for consumers and small businesses.

As Co-Founder and Managing Partner, spearheaded the launch of a distinctive joint venture that united three specialized consulting companies to offer comprehensive commercial strategy, enterprise data & analytics and technology delivery services for the digital travel industry. As President and Managing Partner, my role involved crafting and executing the go-to-market strategy, selling, negotiating and closing new business, and efficiently managing resources and budgets for client projects.

Joint Venture Growth:

• Year 1: Expanded service contracts with existing client base

• Year 2: Onboarded several new airlines and a global technology vendor as valued clients

• Year 3: Developed a robust SaaS product strategy and doubled the value of the firm’s licensable products

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