I am an experienced marketing and creative leader with expertise in brand strategy, marketing strategy and communications. Research and professional interests in strategy (brand, corporate and business), business models, strategic business growth and professional service firm management. My wide industry and business model experience and my depth of experience in integrated marketing, advertising and branding (online and offline) offer unique insights and approaches to creating, communicating and delivering value.
MBA in International Management, BA in English.
Specialties: Creative, Marketing, Branding, Strategy, Business Development
Experience
Director of Creative Services
FetchBack Inc., an eBay Company
February 2011 – Present (8 months) Tempe, Arizona
I currently lead the in-house creative services group at a fast-growing retargeting ad agency. My team develops and deploys traditional online banner and rich media advertising designed to retarget site visitors, and thus convert prospects into lifelong customers. Our clients are major national brands and agencies.
At FetchBack, my objective has been to help position our creative capabilities as a strategic, differentiating asset of the company. To that end, I have balanced fast growth and creative development by successfully installing a project management infrastructure along with award-winning creative standards.
My product development and business development background has helped me successfully contribute to productizing our retargeting programs and assisting the sales teams in developing successful proposals and pitches.
FetchBack became a subsidiary of eBay, Inc. in mid-2011.
Adjunct Faculty, Graduate School of Business
University of Phoenix
September 2007 – Present (4 years 1 month) Phoenix, Arizona
Part-time adjunct instructor of Marketing and Strategy courses in the MBA program of the Phoenix Campus of University of Phoenix.
Director, Creative Services and Product Development
SmartPractice
November 2009 – February 2011 (1 year 4 months) Phoenix, Arizona
Led the in-house creative and product development teams for a mid-size company that produces and markets supplies and marketing programs for dentists, doctors and other health care practitioners. My team’s work involved the development of new products and brand initiatives, as well as the design of printed marketing communications, web sites, email marketing and public relations.
In a short time, I drove multiple successful product launches and branding initiatives including the comprehensive restructuring and rebranding of multiple medical glove lines, the launch of a complete line of pediatric dental education materials, an online B2C store for medical gloves, a consumer referral product/program and more.
Field Representative
Earthwatch
2006 – December 2009 (3 years) Phoenix, Arizona
Served as a part-time local area volunteer advocate for Earthwatch, a nonprofit organization that provides support for global scientific research as well as authentic volunteer experiences for individuals. As the Phoenix area field rep, I represented Earthwatch at such events as the Cheetah Run at the Phoenix Zoo and the Paleontology Conference at the Mesa Southwest Museum. Additionally, I answered any local inquiries about Earthwatch and its programs.
Business Development and Marketing Consultant
KNB/KS
April 2009 – November 2009 (8 months) Phoenix, Arizona
As a consultant, developed business growth strategies for professional service firms such as design, PR and advertising agencies. Specific emphasis on the development of lead generation, sales and marketing programs for small firms with little formal sales and marketing infrastructure. Clients included Beyond Motion Multimedia, elephant Design and Advertising, Estudio Ray and Bold Impressions Agency.
Director of Marketing Strategy
SHR Perceptual Management
February 2007 – April 2009 (2 years 3 months) Scottsdale, Arizona
As a senior member of the strategy team at this 35-year-old branding consultancy, my role was split between business development and providing strategic recommendations to clients in the specific form of integrated go-to-market planning, value proposition development, brand strategy and innovative business strategy. Contributed to projects for a variety of clients including Suzuki, Nike/Converse, United Way, Connecticut Health Foundation, PetSmart, Pulte Homes, YRC Worldwide and X-Technology (Swiss).
VP Education
AMA Phoenix
2007 – 2007 (less than a year) Phoenix, Arizona
Board member and part-time volunteer for the Phoenix chapter of the American Marketing Association. Helped coordinate Special Interest Group (SIG) events.
Senior Manager, Marketing
PetSmart
July 2003 – February 2007 (3 years 8 months) Phoenix, Arizona
Led the team responsible for creative development, contact strategy and promotional strategy of PetSmart’s two catalog titles, as well as national direct marketing efforts supporting the retail and online channels.
Also worked very closely with key partners on the PetSmart e-commerce team and played a lead role in online marketing strategies supporting the equine brand, State Line Tack.
Director of Marketing Services Edit
International Cruise and Excursions
September 2000 – July 2003 (2 years 11 months) Phoenix, Arizona
Led the in-house creative services/publications department for a membership-based travel company. Directed the work of graphic designers, web developers, public relations, copywriters and ancillary staff. Coordinated all communications and printed collateral materials— membership packages, public relations, members’ magazine, ads and direct-mail marketing. Managed all outside vendor relationships. Responsible for associated budgets and staff.
Manager of Marketing Communications
Fender Musical Instrument Corporation
April 1997 – September 2000 (3 years 6 months) Scottsdale, Arizona
Responsibilities included all phases of the development and production of Fender’s marketing magazines, web sites and catalogs. Daily duties included the following: the merchandising, design and content of magazines, web sites and catalogs; scheduling all production and printing; contracting and directing all outside vendors; budget and supervisory responsibility.
Education
Arizona State University, W. P. Carey School of Business Edit
MBA, International Management
2005 – 2007
Global Business Study Abroad, Ecole Superieur du Commerce, Toulouse, France, Summer 2006
Global Business Study Abroad, Southeast Asia (Thailand, Vietnam, Cambodia), Winter Break, 2006-2007
Runner-up, ASU WP Carey MBA Business Plan Competition, 2007
Illinois State University
BA, English
1987 – 1991
1991 Brome Creative Writing Scholar
1991 Illinois College Press Association First Place (Film Review)
Activities and Societies: Daily Vidette 1989-1991 ISU Literary Review 1990-1991
