About me

VF Corporation is a large, global publicly-traded portfolio company specializing in outdoor lifestyle brands: The North Face, Vans, Timberland, Dickies, Altra, Smartwool, Icebreaker, Jansport, Kipling, Eastpak, Napapijri.

Director, Product Management, Consumer Engagement & Understanding

• Global product management director delivering ECOM, retail point-of-sale and mobile technology features supporting consumers’ experiences in North America and EMEA regions
• Brought VF loyalty and related technology integrations into a centralized global product model, creating scalable, repeatable solutions with core feature sets, value propositions, solution architecture, ID resolution, budget, backlog, development roadmap and implementation
• Drove complete transformation of loyalty program enablement through net-new omnichannel technology solutions, integrations, ways of working, data management, and use case refinement for VF brands
• Solution ideation and development with cross-stakeholder collaboration, including architecture, engineering, data and analytics, digital quality assurance, brand leadership, release management—cultivating end-to-end alignment
• Re-positioned the consumer’s loyalty-related user experiences as more than transactional—but a set of end-to-end emotional interactions that help build positive brand sentiment
• Developed persona-driven omnichannel overhaul of loyalty experiences for consumers of VF brands through persona analysis and refinement, and CX/UX-driven research and testing to understand consumer intent and motivation
• AI-generated content personalization strategies, including: personalized/gated experience design; conversational AI framework development and ML chatbot scripting (customer support modalities); user-generated content (UGC); personalized user journey branching through ECOM data injections
• Drove consumer data management up and downstream, including first- and third-party data strategies mitigating cookie deprecation, clean room usage, data governance and ongoing refinement of legacy data models
• Design and delivery of a net-new loyalty payment type internally, with proliferation through all systems
• Developed new streamlined “Simplified Sign Up” flows for ECOM, mobile and retail POS acquisition; designed ID mapping across all consumer-related platforms
• Refined OKR, KPI and data storytelling analytics in the consumer space, helping the business understand impact of consumer loyalty and the emotional consumer relationship
   

Sr. Manager, Product Management, Consumer Foundation

• Delivered foundational consumer technologies for C360 and related Martech and consumer data initiatives for VF brands, including Vans, The North Face, Timberland, Altra, Dickies and Smartwool
• Product manager for VF Consumer Data Platform (CDP) and related integrations, architecture, data flows and downstream data activation, including email, SMS, onsite and mobile personalization, media agency exports, retail real estate planning and others
• Managed CDP as part of Consumer 360 in a holistic data and technology ecosystem, (ECOM, POS, CRM, Consumer profile acquisition/validation/ID resolution, MDM, third-party data enrichment, Loyalty programs, SMS, SFMC, predictive modeling and scoring, AI/machine learning and any/all downstream activation channels via a broad Martech stack)
• Developed and prioritized CDP roadmap; develop use cases and user stories, built CDP features and offering catalogue, drove user adoption strategies (at the brand level), developed KPIs and reported CLV etc. outcomes
• Helped develop and define master data management and systems of record for consumer data throughout the broad consumer-related tech and data ecosystem
• Managed global teams, both on and offshore, using Agile, SAFe Agile, Product Iteration (PI) Planning 
• Ensured data compliance to CCPA, CASL and GDPR requirements; data retention strategy development and ongoing management for cost and privacy considerations
• Multimillion budget forecasting and ongoing management

Manager, Product Owner, Consumer Foundation

• Managed implementation of new Consumer Data Platform (CDP) for VF brands, listening to brand data needs and building adaptive data solutions to fuel their marketing and analytics solutions
• Developed a user adoption framework for the brands using CDP, specifically coaching how to build segmentation logic to drive personalization and reduce martech costs through smarter incorporation of “consumer understanding”
• Business requirements development and analysis, stakeholder engagement and communications, consumer use case development and validation, roadmap development and backlog management, sizing and scope development
• Refined User ID management and resolution across broad consumer-ecosystem platforms, requiring collaboration with architecture, engineering, data science, legal and brand stakeholders to achieve a cross-platform “consumer continuity,” bringing a cross-organizational consumer vision to life for VF Consumer 360 
• Engaged in additional broad consumer-data ecosystem projects, delivering business infrastructure analysis and project coordination for CCPA, marketing automations, data transformation and predictive modeling, unified analytics platforms, and third-party partners

Project Manager, Consumer 360

• Managed RFP-driven platform vendor selection with procurement and legal, including scoring and market-related due diligence
• Oversaw initial data model, data governance and data dictionary development for CDP
• Developed initial use cases and functional requirements for new CDP platform for Timberland, Vans and The North Face
• Developed adoption and change management plans for brand stakeholders
• Multi-million dollar budget forecasting and management

The Clearing House is the oldest fintech in the United States. With roots back to after-hours settlements between banks with brandy and pipe smoke in downtown NYC over 160 years ago, today The Clearing House underpins the largest bank-to-bank payments solutions making the word go round every day —as well as the payments rail on which leading U.S. banks have built Zelle and other true realtime P2P solutions.

Program Manager, Enterprise Business Solutions

• Executed technology-driven solutions in a highly government-regulated environment
• Responsible for aligning TCH’s business objectives to technology solutions that best advance the company’s strategic vision, including realtime payments (business functions), marketing, and legislative advocacy
• Acted as “translator” between all parts of the Business and Technology teams
• Led marketing automation initiatives, including design and implementation of website, custom ECOM features, Salesforce CRM and Salesforce Marketing Cloud integrations
• Socialized centralized data management programs designed to create efficiencies, meet privacy compliance requirements, instate data hygiene rules, and improve segmentation and data extension quality
• Led data onboarding/re-platforming initiatives for multiple new acquisitions (M&A)
• Developed, implemented and socialized centralized systems governance, best practices, processes and procedures to derive improved enterprise value propositions
• Developed business cases, use cases and functional requirements to secure funding and management support for evolving business solutions
• Primarily focused on Salesforce and SharePoint platforms, Sitecore CMS, and other system integrations
• Drove custom platform builds, related business processes and system governance

Interactive Channel Product Manager

• Managed the digital channel, related websites, integrations and APIs that facilitated the company's business development, advocacy, marketing and industry initiatives within the Payments sector
• Provided thought leadership for improvement of all aspects of the digital channel, including business systems integration and process enhancement, risk mitigation, user experience evolution, and ongoing social media adoption for the company
• B2B and B2C technology support frameworks, including oversight of account creation, ecommerce functionality, tax and shipping APIs, credit card and account billing functions, marketing automations, and metrics and KPI reporting
• Captured business requirements from key business stakeholders; acted as “interpreter” and enabler between business and technical sides of the company
• Developed and oversaw UX and technology roadmaps for corporate website and web applications (this website is no longer live)
• Managed budget, business cases, and enterprise risk registries for corporate web properties
• Built and refined website ecommerce and related customer billing functionality
• Managed CMS (Sitecore) and CRM (Salesforce) integration via custom APIs to align sales and outreach opportunities for new product lines
• Lead all development (internal and third party). quality control and implementation through SDLC using waterfall, Agile and other iterative project approaches
• Documented user stories, testing scripts, defects and change sets in order to meet audit scrutiny
• Developed/reported site metrics and drove editorial and roadmap adjustments informed by analysis

Digital Project Manager, Website Implementation

Consultant for The Clearing House via TEK Systems

• Project lead for new B2B and B2C corporate website build (replaced in February 2018 by new site, no longer live), including project scope development, budget management, business and functional requirements development, content plan development, legal reviews, scheduling and RFP bid process
• Managed outside vendors through discovery, creative development, and delivery of project artifacts for all project phases, including wireframes, network configuration documentation, technical requirements, implementation and testing plans
• System architecture planning and purchasing
• CMS selection, including vetting of various CMS solutions, market research on CMS options, licensing negotiations, and CMS vendor selection
• API ideation and design requirements
• Helped develop creative solutions to meet business requirements, including custom solutions addressing industry partner needs; a role-based, secure password-protected portion of site (extranet) for delivery of confidential management of documents; UX; account and event registration workflows; reporting for separate business units; content management training; establishment of role-based editing/publishing workflows
• Assessed and implemented new business and technical processes to support ongoing website content pipeline and technical support

IBM employs a handful of internal marketing agencies that perform a large breadth of creative marketing services supporting marketing, sales, channel communications, etc. I worked for several of them between 2000-2012, which began my full immersion into the breakthrough brilliance of marketing technology and data solutions. All of these positions were contract.

Project Lead, Global Services Marketing Agency

International Technical Services Organization, Global Technology Services, IBM

• Team lead and project manager with internal marketing agency, supporting worldwide marketing programs and GTM product launches
• Consulted with clients on marketing goals, and helped build plans to deliver marketing materials driving their strategies forward
• Liaison between the business (customers), web developers, writers and designers to scope projects, develop requirements and execute on marketing campaign goals
• Linked closely with product development and product management teams to deliver marketing support as part of worldwide product launch requirements
• Social media project lead for clients using social media as a marketing vehicle, including: online identity development, content research and planning, writing/posting social media content (Tweets, Facebook posts, Wikipedia entries); development of content calendars/plans; developed and presented internal education on social media tools and techniques, and launched programs to cultivate and train relevant subject matter experts (for blogging, etc.)
• Managed client relationships throughout IBM (cross-divisional and worldwide).
• Worked with, and developed processes for, an offshore writing and design team in Bangalore, India
• Developed new agency processes, RFPs, and full pricing menus for new areas of business
• Helped lead initiative to build a new project management/operations/billing database (2009)

Project Lead, Marketing Writer and Graphic Design

Design Source Agency, Worldwide Software Division, IBM

• Project lead for marketing projects for in-house design and communications agency, including execution of worldwide marketing campaigns
• Creative liaison helping ensure requirements and expectations are met between customers, graphic designers, web and application developers, and other writers to execute on marketing communications goals
• Created messaging and deliverables for campaigns targeting various channels (example: Business Partner and markets (ex: SMB)
• Created internal and external targeted messaging for campaigns including Service-Oriented architecture (SOA), Autonomic Computing, and other significant technology trends during that period. Oversaw marketing collateral compliance with IBM legal and editorial spec
• Web site and email development: HTML development for emails and intranet sites. UI/site design, graphic design, content development, RSS feed development, search engine optimization

Web Project Manager/Content Developer

Small-Medium Business Segment (SMB)

Marketing Solutions Agency, Worldwide Software Division, IBM

• Responsible for web site concept, design, web content development, content editing and user education/instructions, and ongoing maintenance for three separate projects for the IBM Software Group SMB telesales teams, including:
• New web-based library for IBM Software Group SMB telesales teams, reducing the average time to locate correct information more than one minute per phone contact with customers
• Further internal teleresources enablement sitelets for worldwide telesales call centers, giving guidance on using new library at different points in the opportunity identification phase of the sales process
• Redesign of related intranet site with updated graphical interface and navigational scheme
• Developed and edited print and web collateral for software division products and services, including brochures, sell sheets, customer testimonials, spec sheets

Worldwide Online Marketing & Communication Lead

B2B - Business Partner/Reseller Channel, Worldwide Personal Computing Division (PCD)

• Performed weekly business analysis of telesales and Web operations for PCD Business Partner channel; worked with executive management to report and initiate actions based on impact analysis
• Responsible for marketing collateral to improve and strengthen relationships within the business partner channel, driving initiatives to deliver 70% of net PC sales
• Researched and established metrics programs tracking Web sales, e-commerce and EDI-driven sales pipelines. Enabled management to establish programs to shift channel-enablement initiative to capitalize on shifting market conditions
• Managed customer satisfaction programs and analysis
• Served as lead writer and editor for online materials distributed to IBM channel affiliates worldwide.
• Launched and supported permission-based marketing initiatives, tool-suites and application launches
• Served as lead interface with corporate channel management (IBM PartnerWorld) on online requirements and deployments
• Developed Sales Launch Portal (a Website) for support of bi-annual PC-division product launches; oversaw content development, messaging and editing
• Developed Worldwide "Marketing Storefront," a repository of marketing plans, collateral, market and competitive information accessible to all territory marketing teams

Performaworks was a start-up software company developing organizational psychology-based solutions for businesses, including enterprise goal-setting, and the first online Performance 360 assessments.

• High-profile management position directing online marketing initiatives and development of metrics programs underpinning Web programs to drive awareness, lead generation, special events participation, and promotional programs for a newly formed software and professional services company
• Created and executed online strategies to support sales teams and new business development through email marketing, relationship marketing, permission marketing, online advertising, and electronically-distributed industry newsletters
• Developed search engine optimization standards and initiatives
• Developed and wrote brochures, sell-sheets and customer testimonial-based collateral, kick-starting a demand-creation campaign contributing to revenue growth of $3 million to $20 million dollars in three quarters
• Initiated Request for Proposal (RFP) process; managed subsequent interviews and negotiations for selection of a best-in-industry website development vendor
• Developed Flash demos for high-level messaging in 6 key vertical markets
• Developed Sales team extranet to reduce nationwide sales expenses

Triangle Hospice served Orange, Durham and Granville Counties in central NC when hospice care was nonprofit in nature. I had the amazing opportunity to be the first full-time marketing person for any hospice in North or South Carolina. I was also tapped to be the Chair of the Marketing Committee of Hospice for the Carolinas, the third largest hospice organization organization in the country at the time (behind California and Florida). This remains the body of work of which I am the most proud in my entire career — it made a difference.

Marketing and PR Manager

• Responsible for development of all marketing communications, public relations and education outreach efforts targeting healthcare professionals, media sources and general public
• Programs helped increase patient census by nearly 300% in 2 years, and length-of-stay by approximately 25%
• Developed media program to support fundraising activities, events and general awareness of hospice activities
• Created/produced advertising campaigns for print, television, radio and direct mail efforts
• Developed speakers bureau; managed and performed public speaking presentations including trade shows for healthcare professionals and general public
• Developed and managed annual budget

Chair, Marketing Committee, Hospice for the Carolinas

• Led committee effort to develop new comprehensive marketing/public relations campaigns to be used by hospice organizations across two-state area
• Developed media and marketing kits including templates for all hospices in North and South Carolina to help them communicate messaging by audience, including general public, church organizations, nursing orgs, physicians and specialists, and other influencer groups
• Developed Call for Proposals for creative agencies supporting Hospice for the Carolinas, the third largest hospice-member association in United States

The premier nonprofit supporting women in sports in the United States and abroad. NCAA Title 9 advocacy, media relations and scholarships for female athletes training for the Olympics. 

Sports Marketing and Public Relations Intern

I focused on Sports Marketing, and had the privilege to be mentored then and now by a leader who next led women's sports PR for the NCAA for over a decade. What a great experience!