Boston University

Senior Vice President, Marketing at O'Reilly Media

Skills: Customer Marketing · Salesforce.com · Lead Generation · Business Strategy · Demand Generation

O'Reilly Media

Chief Marketing Officer

Babson College

External Advisory Board Member, Executive Education Program

Responsible for leveraging marketing as a strategic growth engine for the business as it evolves from a publisher to online learning company. Directing a brand refresh to align corporate identity with business transformation goals using market research.  Re-launched website, sales assets, email marketing and live events with new branding. Guiding implementation of new tools to provide the insights and analytics to enable successful program development including Marketo, Google Analytics and project management software. Testing into new demand generation efforts to drive market awareness of O’Reilly product offerings, scaling enterprise lead flow as well as direct-to-consumer purchases.

Senior Vice President, Marketing

Skills: Business Strategy · Demand Generation

CabFare Technologies Inc

Strategic Advisor

Developed marketing strategies to demonstrate the ability of marketing to drive growth for the pharmacy segment. Successfully proved that marketing could drive incremental, new customer acquisition through iterative test and learn, media-based approach. Also responsible for go-to-market strategy development for new digital pharmacy initiatives to drive adoption including pre-pay, skip-the-line and online pharmacy initiatives.

CVS Health

Pharmacy Marketing Strategy

Cinch Financial

Developed and executed marketing strategies to drive customer acquisition, retention and revenue growth while increasing awareness for Gazelle, a new consumer brand defining the category of electronics trade-in.  Managed key marketing functions including media planning, measurement, social media, campaign/creative development and event marketing. Key successes include:

      •	Built a cohesive team of both internal resources as well as external agency partners. Coached    and mentored a high-performing team that consistently delivered against its performance goals. 
      •	Quickly scaled DRTV as a cost effective channel for growing customer acquisition. Rapidly tested messaging and media, selected key partners for both media buying and creative development, and consistently focused on measurement of the channel.
      •	Oversaw development of all lead nurturing and customer retention programs, improving conversion rates and realization of customer lifetime value.
      •	Active in the development of a cohesive and sustainable brand vision to drive greater customer engagement and awareness.
      •	Identified and set key priorities for the marketing function annually for incremental resources, budgeting and new initiatives.
      •	Oversaw direct-to-consumer ecommerce experience, which sold certified pre-owned smartphones. Director merchandising, inventory management, pricing and promotions to achieve sales and margin targets. 
      •	Managed creative development across channels like DRTV, radio, online campaigns, emails and internal branding. 
      •	Managed a team of 10 internally as well as agency partnerships in media buying, creative development, branding and PR.

Gazelle

Vice President, Marketing

Led overall customer acquisition and retention marketing efforts across online channels, mass media and social media. Actively participated in the day-to-day execution of marketing activities to ensure that all marketing channels were optimized to achieve performance objectives. Continuously optimized media mix across channels to meet or exceed business goals.  Supported long-term strategic planning including development of marketing roadmap, budgeting and forecasting. Had extensive involvement in development of website and mobile experiences to drive conversion rate improvements.

Senior Director, Marketing

Responsible for direct-to-consumer customer acquisition marketing for Virgin's financial services arm.  Worked closely with key internal stakeholders to develop marketing plans, define budgets and implement strategies to achieve overall sales and revenue goals for each business line.  Led efforts for web presence, planning for major site redesigns as well as minor tactical enhancements to improve both conversion and customer experience.  Supported planning for future business models in both the U.S. and Canada, developing an 18 month market launch strategy to feed business planning that included requirements definition for key marketing systems, agency selections, and initial website designs.  Responsible for helping to define the customer journey for future products to ensure an experience fitting of the Virgin brand.

Virgin Money

Director of Customer Acquisition

Oversaw implementation and planning of all online marketing activities across established and emerging channels such as display advertising, SEM, SEO, affiliate programs and social media. Managed the RFP process and selection of key marketing partners for SEM/SEO, social media, blog outreach and media buying to support customer acquisition and retention efforts. Worked closely with the technology and development teams to define and implement multi-touch campaign tracking solutions to provide for better data for optimizing marketing efforts.

Online Marketing Manager

Primarily responsible for leading client relationships and providing consulting services across home loans, insurance, financial advisory and banking industries, aiding clients in growing online customer acquisition efforts, improving website performance and building customer loyalty.  Analyzed extensive performance metrics across as many as 40 financial services providers to keep clients apprised of ever changing market conditions.  Monitored competitive landscape and industry trends - constantly reviewed the marketplace for new opportunities for clients. Worked closely with sales team to create and execute on strategic account plans.  Aided in capturing both up-sell opportunities and client account renewals.

Carmen Vetere