Dallas, Texas, United States
Advertising and branding professional with extensive experience in retail, media and agency environments. Dedicated leader of both internal teams and external partners. Agile to pivot between strategic roadmap initiatives and jump into the details. Able to juggle multiple consumer channels and experiences across a company’s portfolio. Encourages customer focus, innovative problem solving, efficiency and incremental return.
Upbound Group, a $4B fortune 1000 company, exists to elevate financial opportunity for all. Upbound serves over 4MM customers annually across its lines of businesses Rent-A-Center, a 50-year-old brand offering rent-to-own household durables with over 2,000 storefronts (1,800 corporate/400 franchise) and an ecommerce offering, and Acima Leasing, a digital lease-to-own offering found in small- and medium-sized businesses as well as six of the top ten furniture brands. Scope includes management of a shared services team of 28, including five directors of Planning, Creative Services, Media, CRM and Franchise Marketing, plus overlooks six core agency/martech partners. Responsible for audience/art/analytics to drive sales growth, product launches and customer retention against a robust promotional calendar set to deliver positive, comparable, results.
Lead a team of channel planners & marketers, audience experts, analysts and designers across Rent-A-Center and lease-to-own brands focused on YOY traffic and sales growth, customer journeys, and building our brands for customers & coworkers.
-Media acquisition strategies (paid search, social, digital, inclusive of data capture and Hispanic) -Web and Store traffic optimization campaigns -Omni-channel Customer Journey strategies (email, SMS, social, direct mail, telemarketing, in-store) -Win Back strategies (email, direct mail, social, digital) -Online to Offline measurement -Local marketing strategies for Franchise
Led team of 10+ across digital and social strategy, experience and execution responsible for Michaels.com, Michaels.ca, iOS and Android Apps, Paid Digital Media and Influencer Partnerships. Responsible for KPIs of site traffic goals, modeled-ROI, engagement metrics and online to offline attribution work. Other responsibilities included: omnichannel "connected retail" consumer and team member app strategy, agency and tech vendor relationships, site enhancement road map in partnership with Ecommerce and IT, and Starlight Children’s Foundation board member.
Oversaw digital media campaigns to drive in-store and online conversions. Responsibilities also include media management and optimization of circular program, broadcast and print.
Executed a wide range of digital marketing initiatives including media buys (search, display, mobile, video, social) for brand and category campaigns, test market digital programs, interactive ad and mobile app support, and overall digital marketing budget management.
Network sales planner at Univision, the leading U.S. Hispanic media company. Developed and ensured stewardship on television plans across broadcast, cable and emerging Televisa networks. Managed $20MM in media proposals for advertisers including Boost Mobile, Dr Pepper Snapple Group, Riviana Foods and Sonic Drive-In. Provided total market planning through in-program integration recommendations and collaboration with Univision Interactive Media.
1Million4Anna.com Baylor Health Care System BonSavor Foods Firehouse new business efforts Interstate Batteries
Brinker (Maggiano's Little Italy) Centex Destination Properties Dallas Market Center
Baylor Health Care System Nokia Mobile Phones