professional experience
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ConAgra
Foods
Director, Web Marketing
Omaha, Nebraska
1/05-present |
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ConAgra
Foods Inc. (NYSE: CAG) is one of North America's largest packaged food
companies, serving consumer grocery retailers, as well as restaurants and
other foodservice establishments.
As
Director, Web Marketing, I am responsible for developing and
managing internet strategy for corporate and brand web sites; the marketing community on the company’s portal, and
the company’s consumer database. I
manage a multi-million dollar budget, four direct reports, and several external
agencies to achieve desired results.
I will update this
section once I get started and have accomplishments to report at
ConAgra. For now, the expectations of the Director, Web Marketing position
include the following: |
| --job
responsibilities at ConAgra Foods-- |
| Develop
and execute communication and imagery strategy for conagrafoods.com, brand and
platform sites. |
| Establish
strong working relationships across channel, brand and with the web center of
excellence leadership.
Collaborate with brand leads to ensure internet experience resonates
with target audience and supports brand imagery. |
| Manage
web consumer insights and usability testing to ensure the conagrafoods.com,
brand and platform sites meet desired objectives. |
| Develop
and manage the strategy for marketing community on the company’s portal
(intranet). |
| Develop
strategy for maximizing benefits derived from consumer database ensuring
utilization across channel and brand. |
| Manage
web agency relationships effectively including: creative direction, project
management, and budget management. |
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Digital Insight is the market leader providing online banking services to
financial institutions. I was recruited by the former SVP of Products, Marketing, and Alliances in 2002 to improve Digital Insight corporate and
product marketing and to launch a consumer marketing program.
I managed a $3M budget, four direct reports, and several external vendor relationships to achieve company marketing objectives. My team
was responsible for all marketing at Digital Insight. Corporate marketing responsibilities
included: strategy, advertising, public relations, demand creation, and events/tradeshows. Consumer marketing responsibilities included
various marketing programs and co-op incentives we offered to financial institutions to help them accelerate consumer adoption of online banking
services. Product marketing responsibilities included: product naming, positioning,
bundling and development of sales support materials. |
| --selected
achievements at Digital Insight-- |
| -Digital Insight consumer marketing programs increased consumer adoption of
internet banking services by 12% on average across 600 participating financial
institutions. Consumer marketing program components include: marketing collateral, national consumer promotions, branch staff incentive programs, staff
training and co-op marketing incentives. My team was completely responsible for
programs from concept through execution and post-activity analysis. |
| -Targeted product demand creation programs significantly increased product
penetration within existing client base and fueled the inside-sales team's pipeline. Marketing-led demand creation
programs did not exist before 2003. |
| -Defined Digital Insight market positioning and value
proposition. Integrated key themes and messages into all corporate communications and marketing visuals.
Increased Digital Insight's visibility in the media and reinforced corporate positioning via paid placements and successful public
relations pitches. |
| -Repositioned and relaunched annual client conference. Completely revised
themes, location, pricing, and marketing of national client conference. Digital Insight lost money on the event in 2001. The 2002 event was cancelled
shortly before I joined the company. My team successfully relaunched the
event in 2003 increasing revenue 19% vs. 2001. In 2004, we contained costs at 2003
levels and increased revenues 57% vs. 2003. |
| -Consolidated marketing expenses from over 12 vendor relationships in 2002 to
preferred relationships with six vendors based on quality of work, vendor responsiveness, and price.
Renegotiated rates with vendors based on volume expectations and improved service levels.
Reduced 2004 marketing expenses by more than 15% compared with 2002 expenses with no meaningful reduction in
quality or quantity of marketing activities. |
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Homestore.com
(acquired move.com from Cendant Corporation)
Director, Enterprise Products
Westlake Village, California
3/01-5/02 |
| Homestore acquired move.com from Cendant Corporation in 2001. Homestore offered
me the opportunity to lead development and marketing of the enterprise products
suite aimed at real estate brokerages. The enterprise suite included four ASP-based products: OnePlace (IVR lead generation system), BrokerMail (customized
webmail product), BrokerNet (customized company intranets) and custom/private label websites. Three of the four products only existed in business plans when
I started. My team met the challenge of bringing the products to market quickly
with passion and commitment. |
| --selected
achievements at Homestore.com-- |
| -Led growth of three enterprise products from product definition through launch
and v1.0 stability. Collaborated with alliances and sales teams to grow ASP intranet and webmail products from a base of zero users and revenue in late 2001
to more than 220,000 customers and $5.9M projected revenue in 2002. |
| -Turned around failing private-label REALTOR.com broker website product.
Increased sales significantly and addressed customer retention challenges by improving product functionality, improving product positioning, and creating
compelling product bundles with other REALTOR.com products. |
| -Managed six person team of Product Managers and Producers through several
corporate reorganizations and reductions in force. Maintained excellent attitude
and productivity levels on the enterprise products team and among all product stakeholders. |
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Cendant Corporation -
move.com
Director, Customer Experience
San Francisco, California
9/99-3/01 |
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Cendant asked me to relocate to San Francisco in 1999 and lead the development
and launch of Move.com, Cendant's real estate portal. Move.com had a powerful value proposition for both agents and consumers because it provided access to
all of the Cendant real estate division's online assets (ERA, Coldwell Banker, CENTURY 21, Welcome Wagon, Cendant Mortgage) in one place.
The team we assembled in San Francisco defined business requirements, designed the site, and launched the initial version with over 600,000 properties for
sale, updated daily, in just 14 weeks. Within six weeks of launch, Move.com was
the second largest real estate website online in terms of available properties and unique visits. We easily bested Microsoft HomeAdvisor (3rd place) and were
second only to Homestore.com. |
|
--selected
achievements at move.com-- |
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-Managed $13M budget. Hired and managed six person team of Producers/Product
Managers |
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-Led interactive design strategy and customer experience development for all
Cendant real estate websites: Move.com, ERA.com, CENTURY21.com, ColdwellBanker.com and
WelcomeWagon.com. |
| -Created product bundles and promotions for franchised brokers and agents.
Changes drove additional sales. Fourth quarter sales in 2000 were better than
the three previous quarters combined. |
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Cendant Corporation -
Real Estate Franchise Group
Director, Interactive Marketing
Manager, Interactive Marketing (promoted in 2/99)
Parsippany, New Jersey
8/97-9/99 |
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Led all interactive marketing efforts for the ERA brand including: advertising,
promotions, and site design/management for consumer website and franchise extranet. ERA's consumer website was the fastest, easiest property search
available online and was the best at Cendant in converting visits to agent leads. |
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--selected
achievements in the Real Estate Franchise Group-- |
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-Leveraged multiple franchisee and national marketing programs to increase
ERA.com pageviews 375% from 400,000/month to 1,900,000/month |
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-Completed market research and implemented programs to improve customer
experience. Increased percentage of property photos on website from 40% to 64%.
Improved percentage of agent email addresses available from 10% to 42%. Lead conversions increased when photos and emails were
added. |
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-Collaborated with international franchisees to create a consistent user
experience for ERA sites worldwide. Created design standards, communicated key messages and goals, and arranged reciprocal links with international
franchisees. In 1999, ERA websites worldwide consistently supported the brand image. |
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additional marketing
experience
Dunkin
Donuts - Allied Domecq Retailing
Product Marketing Specialist
Randolph, Massachusetts
Summer 1995
Printing Industries of New England
Director, Database Marketing and Technology
Natick, Massachusetts
6/1996-8/1997
Gamma One
Color Prepress Specialist
North Haven, Connecticut
5/1992-9/1994
education
Northeastern University
Graduate School of Business Administration
Master of Business Administration 1996
Concentration: Marketing
Rochester Institute of Technology
College of Imaging Arts and Sciences
Bachelor of Science 1992
Dual
Concentration: Digital Publishing & Marketing
American
Bankers Association
CFMP (Certified Financial Marketing Professional)
2003
additional information
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