Professional Summary

VP of Marketing with 20+ years of experience leading high-impact teams across e-commerce, digital, brand, and performance 
marketing. Proven track record of driving double-digit revenue growth, optimizing e-commerce operations, and scaling 
channel strategies across email, paid media, affiliate, and social. Known for delivering measurable results, turning around 
under-performing programs, and managing multi-million dollar budgets and agency partnerships.

Highlighted Experience

Vice President, Marketing, 2015 - 2025
Paper Mart, Orange, CA
Paper Mart is a leading industrial and retail packaging company
 

Overview: Launched successful loyalty, affiliate, SMS, and social programs, while revitalizing an unprofitable performance marketing program. Achieved the highest revenue and most profitable years in the company’s 100-year history.

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• Led end-to-end marketing strategy and activation across digital, brand, and e-commerce channels, aligning all initiatives to business goals and growth targets.

•  Managed and mentored a team spanning Paid Media, SEO, Email, Affiliates, Social, SMS, PR, and Brand, fostering a culture of creativity, accountability, and results.

• Owned the annual marketing planning process, developing quarterly roadmaps, revenue forecasts, and campaign strategies in alignment with product and brand priorities.

• Launched and scaled an affiliate program that now delivers 12% of total revenue with a 30% new customer acquisition rate,  driving efficient growth.

• Revamped paid search strategy, increasing ROAS to 5.3x and boosting AOV by 9x, through improved targeting, creative testing, and budget optimization.

• Introduced a customer Rewards Program, reaching 100K+ members in year one, increasing repeat purchase rate and brand Iloyalty.

• Implemented Buy Now, Pay Later, driving 7% of total revenue and improving conversion rates across core customer segmen. 

• Spearheaded PR and media strategy, securing top-tier coverage in outlets such as The Today Show and Martha Stewart,significantly increasing brand visibility.

• Managed a multi-million dollar marketing budget and external agency partners across Paid Media, PR, and Creative, ensuring efficient spend and strategic alignment.

• Collaborated with product, creative, and merchandising teams to deliver 360° campaigns across all customer touchpoints, evolving the brand experience across all digital platforms.

 

Director of Marketing, 2012 - 2014
Oversee.net, Los Angeles, CA
Oversee.net was a technology company that owned and operated a portfolio of consumer web and mobile properties designed to help users discover, compare, and save.
 

Overview: Drove revenue growth and engagement across email, social, and web by leading performance marketing strategies for a portfolio of travel brands

 

• Led weekly lifecycle email campaigns across multiple travel brands, driving a 20% increase in profit through segmentation, A/B testing, and timely promotions.

• Managed integrated email and social marketing programs for a portfolio of travel brands, increasing email contribution to revenue from 28% to 60%+.

• Developed and executed platform-specific social strategies, launching innovative campaigns across Facebook, Twitter, and 

• Pinterest that drove engagement and expanded audience reach.

• Negotiated a 30% reduction in email marketing platform costs, implementing cost-saving vendor strategies without compromising deliverability or performance.

• Led the UX-focused redesign of corporate websites, improving site engagement, time on site, and conversion rates across key travel booking flows.​

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Director of Web Merchandising, 2010 - 2011
Harbor Freight Tools, Calabasas, CA
Harbor Freight is a retailer that specializes in power tools, generators, jacks, tool boxes and more with ~$8BN in annual revenue.
 

• Managed $60M e-commerce site, increasing web sales by 50% in 12 months through conversion optimization and targeted 

• Launched innovative growth programs including Display Ad Retargeting and Refer-a-Friend campaigns, contributing to a 
  significant lift in annual top-line revenue.

• Developed and executed a product video content strategy, resulting in a 25% increase in product-specific sales and enhanced 
  customer engagement across PDPs.
   

Email Marketing & Merchandising Manager, 2009 - 2010
OvernightPrints.com, Irvine, CA
Revitalized email program, exceeding all future quarterly revenue projections through strategic segmentation and automation. 

Saved $120K+ annually by renegotiating vendor contracts and optimizing martech spend.
 

Consultant, 2006 - 2009
McCole, Inc. Marketing Consultants, Long Beach, CA
Performed strategic marketing, merchandising and optimization projects as needed by clients. 
Clients included Prudential CA Realty, VCA and GoalForIt.com.
 

Previous Experience
 

Client Partner/Account Director, 2004 - 2006
CheetahMail (Email Service Provider) Clients included Nordstrom, Starbucks, and Restoration Hardware
 

Sr. Manger, Internet Merchandising, 2000 - 2004
Viking Office Products (Office Supply Catalog & Ecommerce)
Promoted from Product Manager, School Supply Catalog
 

Catalog Manager, 1999 - 2000
Central Garden & Pet (Anapet Pet Catalog)
 

Buyer, 1997 - 1999
PetEdge (Pet Catalog)​​