Led a multidisciplinary user experience and project team to protect and enhance the user experience on ChoiceHotels.com and Choice brand eCommerce web sites. Responsible for strategic enhancements to design, functionality and user experience measurement. Oversaw in-house mobile and desktop UX lab. Worked with Marketing & Distribution organization and individual brand managers to develop content, functionality and presentation of all assets within Choice brands to ensure a positive user experience and successful project execution. Responsible for overall planning, execution and success of online projects to ensure they met the demands of the business, the goals for reservation delivery and ultimately provided a superior customer experience.

• Oversaw dot com channel growth to produce record site traffic, conversion and revenue production
  • Increased reservations 7.75% Y-O-Y and drove revenue up 11.5% Y-O-Y, exceeding estimates by 11/1.
• Identified high volume, scraper/bot-based, non-revenue producing traffic that, when eliminated:
  • Maintained average 6.6% Y-O-Y site visit growth while stabilizing page views at a 0.4% Y-O-Y growth
  • Improved shopping cart conversion percentage in a traditionally slow shopping period by 5.25% Y-O-Y versus -0.26% for the months prior resulting in an overall conversion percentage lift by over 100 basis points.
• Recognized booking flow map usage as high-conversion purchase tool that detracted from user experience.
  • Implemented short-term functionality improvements while planning long-term mapping strategy which contributed to booking funnel conversion lift by roughly 0.01%, approximately $1.3M in annual revenue.

Developed and executed all creative and strategic digital marketing and advertising efforts for North America's second largest equipment rental provider. Managed, scheduled and executed all national and regional email campaigns, online promotions, banner placement and sales-related online campaign efforts. Designed and led implementation of campaign tracking module within ERP system to monitor campaign effectiveness at the store-level.

• Vastly improved communication efficiencies through design, build and ownership of employee portal and content-managed intranet.
  • Redeveloped internal Net Promoter Score (NPS) marketing website improving program adoption from 40% to 90% and companywide average monthly NPS score up from 65 to 68.
• Responsible for Search Engine Optimization (SEO) to drive and capture over 75% new daily visitors organically.
  • Redesigned corporate website resulting in 8% average increase of natural search engine referral traffic within first 30 days.
  • Conducted, analyzed, budgeted, created and launched all Search Engine Marketing (SEM) campaign effort to grow used equipment referrals resulting in incremental used equipment revenue growth by 3%.
• Designed, coded and co-developed infrastructure for RSCrental.com, driving over 10% annual traffic growth:
  • Implemented Google Analytics as site's first web analytics package and managed all analytics reporting and standardization.
  • Crafted site information architecture and content categorization improving overall usability and customer experience.
  • Championed virtual and eliminated print catalogs to lower printing and shipping costs by over $500k annually.
  • Ensured consistent customer experience through implementation and management of strategic third-party sites such as investor relations (Thomson-Reuters), Used Equipment (Rouse Sales) and virtual catalog (ShopLocal).
  • Co-created industry-first integrated website safety training program including offering videos through RSCrental.com enabling online safety training compliance manageable by customers and/or job sites.
• Reduced Interactive Marketing annual spend by 5% by leading development team to replace existing store locator solution with Google-based proximity maps for over 470 branches.
• Developed and designed template-based email marketing system allowing Regional Marketing Specialists to create and manage local email campaigns driving average lead generation up by approximately 3% system-wide.
• Pioneered Social Media strategy focused on Facebook and Twitter driving follower growth to over 1,800 within the first 3 months.
  • Expanded social reach by introducing WordPress as a content management and publishing system, designed and built rscmakingtracks.com to provide blogging and supplementary content beyond printed customer magazine Making Tracks resulting in 30% growth in offline subscriptions and 180% growth in online subscriptions.

Led four-person team responsible for web production, usability, design, email campaigns, search marketing and analytics. Directed strategy and established standards behind user interface, content and application development for jetblue.com. Designed and implemented JetBlue Getaways packaging solution providing customers a one stop, travel planning and booking destination. Co-developed TrueBlue, JetBlue's Flight Gratitude / frequent flyer program, CompanyBlue (corporate sales) and ShopBlue (brand merchandise) boosting loyalty amongst both leisure and business travelers. Helped transform a small, unknown startup airline into an industry darling that set the standard for customer satisfaction, especially in the online space.

• Positioned jetblue.com as primary booking channel driving revenue contribution from 40% of total system-wide to 80%.
• Drove annual incremental revenue by more than $12M after partnering with WWTE/Expedia to merchandise, up-sell and cross-sell complementary travel products (hotels, car rentals, etc).
• Won Silver Award at 2005 Marketing and Interactive Excellence (MIXX) Awards for SEM efforts reducing cost per conversion by 94%.

Formulated sales and marketing strategy behind development of the third largest music instrument retailer website in the U.S. Hired five person workgroup handling all creation, design, daily maintenance and site development. Spearheaded two independent site redesigns contributing to multi-million dollar, quadrupled online sales growth. Coordinated with Marketing staff to maintain and produce new content, articles, lessons and features to cross-promote artists and their instruments. Coordinated live concert webcast and online chat with Metallica in support of Summer Sanitarium tour resulting in one of the largest online music events.

Bachelor's Degree, Music Business New York University New York, NY