Develop product vision and roadmap for the Hivemindd platform. Manage on-shore and off-shore teams across development and UX.

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Working as a fractional executive placed by the HT Group, led the corporate rebranding efforts for a Texas-based energy company.

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Spearheaded product innovation, driving successful go-to-market strategies to launch digital initiatives that created $8 million+ in incremental ad revenue while inspiring homeowners and connecting them to qualified service pros. Managed capital investments and consumer marketing budgets and optimized resources across direct reports, technical partners, agencies, and consultants.

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Managed a $13 million budget plus direct reports and agencies to optimize conversion rates and customer acquisition costs (CAC) for a national home warranty provider. Reduced CAC 19% YoY through weekly analysis and budget shifts across email, affiliates, display, social, and PPC. Improved ROI on direct mail through creative testing, geo-targeting, and list optimizations. Boosted conversion 20% by conducting regular tests across landing pages, educational content, and e-commerce flows. Partnered with Branding team to conduct focus groups, develop new personas, and test creative concepts. Established mechanisms to evaluate CTV and TV tests based on customer LTV and expected conversion rate improvement. Drove strategic alignment of functions within the DTC team, including Analytics, Product, Engineering, and Telesales.

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Achieved 90%+ YoY sales growth while expanding investments across SEM, affiliates, display, social, and content marketing. Supervised 3 direct reports and managed digital and direct mail agencies to launch and optimize 8-12 campaigns per month on time and within budget. Evaluated all proposals for media plans, user research, and A/B testing. Vetted and onboarded 4 peer leaders for Product, Engineering, Analytics, and Telesales to verify their skills and cultural fit.

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Co-led Rebranding Council of 12+ departmental stakeholders to roll out new company identity, optimizing web presence, DTC marketing, e-commerce flows, social media, email, and digital self-service for policyholders. Managed marketing agencies and direct reports to execute high-impact initiatives. Corporate & Digital Rebranding: Converted C-suite and Rebranding Council feedback into business requirements for web developers. Unified 3+ corporate entities, websites, blogs, social channels, and product lines into one modern online presence. Led the digital agency in developing website UI and messaging guidelines to meet new brand standards. Managed creative services team to convert all sales and marketing collateral. DTC Marketing: Managed $10 million annual marketing budget. Reduced CAC by 50% within 7 months. Achieved page 1 ranking for “best home warranty company” in 6 months through affiliate partnerships and technical SEO. Increased e-com conversion rates through UX testing, shifting 50% more sales transactions online and lowering total CAC. Generated double-digit increases in social media followers through ongoing optimization of content mix. Drove email automation and process efficiencies while ensuring legal compliance. Digital Account Management Enhancements: Spearheaded 4 major releases of My Account online self-service portal over 2.5 years. Captured $6 million+ in payments and call center cost savings by driving adoption of My Account, interactive voice response (IVR), and SMS. Won Gold Stevie Award for customer service innovations.

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Managed $3 million annual budget, contractors, and digital agencies to execute integrated marketing programs across SEO, PPC, content, direct mail, and email. Reduced CAC by 32% through media and call center optimizations. Increased lead-to-sale conversion from 21% to 35% through UX improvements and A/B testing.

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Transformed the newsroom into a 24/7 breaking news operation by providing daily audience insights, building new online brands, and crafting digital and mobile marketing strategies to expand market share.

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Minor in Spanish