Stanford University

Harvard Business School

Senior Manager, Digital at Silicon Valley Bank

Nikkl, Inc.

Chief Marketing Officer

Originally recruited to assist in establishing Brand as a marketing practice, expanding responsibilities numerous times to build and lead bigger teams plus manage digital strategy, larger budgets and initiatives due to ability to continuously improve digital lead generation with breakthrough ideas, engaging content and creative marketing.  Currently reports to Senior Director, Channels Marketing, managing a team of five, two agencies, and a sizable marketing budget.

Marketing owner and lead strategist for personalization, campaign use and learnings. Accountable for strategy and implementation of best in class B2B personalization.  Maximizes existing channels and develops new channels and capabilities to increase engagement, conversion and LTV.  To date, personalization has increased engagement.
• Responsible for day-to-day management of SEM, SEO, ABM and email channels as well as establishing best practices and learnings.  
• Maintains channel enablement and optimization roadmaps to meet business needs in collaboration with cross-functional teams, influencing business leaders on industry trends to implement to achieve sales goals.
• Continues to influence content editors, channel marketing specialists, front-end developers, back-end developers, UX/UI designers, Marketo specialists, QA and project management to deliver on channel enablement objectives.

Silicon Valley Bank

Director, Channels

Promoted due to excellent relationship building, communication skills and entrepreneurial spirit that increased lead volume.  
• Created website experiences that drove engagement, conversion and brand understanding.
• Built channel marketing KPI framework to enable deeper analyses that drives paid search optimization.
• Established channel marketing execution playbook, resulting in 2X faster go to market execution.
• Implemented and optimized SEO strategy, resulting in a 20% YoY increase in traffic and leads.
• Oversees execution of email marketing campaigns in Marketo to support 500 annual marketing and thought leadership events that drive engagement, attendance and brand affinity.
• Delivers rapid, ongoing digital channel user acquisition improvements by leveraging use cases, Agile methodology, two-week sprint cycles, sprint planning and a product backlog.
• Managed team of 12 professionals, two agencies and a sizable marketing budget.

Director, Channel Marketing & Senior Manager, Channel Marketing

Owned channel marketing enablement and optimization across search, SEO, SEM, SVB.com and email channels. Direct manage team of five, two agencies and indirectly manage two teams of channel marketing specialists, content editors, Marketo specialists, front-end developers, back-end developers, UX/UI designers, user researchers, QA and project management. 
• Led SVB.com website redesign using data-driven methodology, resulting in 80% YoY increase in leads.
• Delivered data-driven design, A/B testing methodology and roadmap to implement Optimizely, resulting in eight winning experiments in year one that drove higher engagement, conversions and leads via SVB.com.

Senior Manager, Digital

Responsible for building an understanding of and driving user engagement with the SVB brand. Delivered experiences, tools and frameworks that tell the SVB story.  Reported to Head of Brand and managed three interns.
• Created 100+ client story videos and written case studies, distributing content via paid and owned media channels, resulting in 2.2M completed video views, 77K SVB.com visits and 50% video completion rate.
• Managed online paid media campaigns, resulting in a 40% increase in traffic to SVB.com.
• Built brand management infrastructure: brand and logo guidelines, IP best practices, domain management documentation, PowerPoint templates, branded items promo store and nomenclature methodology.

Senior Manager, Brand

Cloud-based immigration and compliance B2B software division within enterprise content management and process management software firm.  Hired due to executive leadership experience in a start-up environment. Responsible for defining the multichannel B2B strategy to drive lead generation and nurture programs.  Reported to Co-Founder and manage a team of three marketers. 
• Led website redesign, resulting in a 50% increase in conversion rate from unique visitor to lead.
• Optimized multi-channel B2B lead generation strategies using PR, PPC, SEM, SEO, social, content, trade shows, marketing, partnerships, webinars and email, resulting in lower lead costs and higher quality leads.
• Implemented Pardot marketing automation with SalesForce that drove team effectiveness by reducing manual work and speeding up time to market, allowing more time for strategic vs. tactical work.
• Defined lead scoring methodology, resulting in optimized marketing spend and lower CAC.
• Built product positioning, value propositions and key messaging for sales collateral resulting in more automated outreach and faster turnaround times for inbound inquiries.

LawLogix Group, Inc.

Vice President, Marketing

eCommerce and crowdsourcing marketplace of independent artists.  Owned meeting revenue goals through multi-channel customer acquisition, retention strategies and programs including consumer messaging, value proposition and promotions across product lines.  Reported to the CEO and managed a team of 10 marketers.
• Outlined, managed, and optimized $1M annual marketing spend across online and offline channels (PPC, SEM, SEO, social media, affiliates, print ads, co-marketing partnerships and PR), lowering CAC.
• Charged with creating print ad strategy, including messaging and promotion, that grew direct traffic to the website and increased holiday cards sales by 10% YoY in a highly competitive marketplace.
• Set winning SEO strategy based on content marketing, thought leadership, PR and other tactics, anchored on increasing key SEO long-tail rank and head search terms, resulting in increased top term ranking.

Minted

Website delivering an integrated and curated news experience featuring multiple publishers in one experience.  Responsible for multi-channel customer acquisition strategy for this new subscription-based online consumer product. Managed team of two performance marketers to reach monthly subscriber targets.
• Defined, managed, and optimized online marketing budget across PPC, SEM, mobile, SEO, social media, affiliates,
referrals, co-marketing partnerships, public relations efforts and display ads.
• Created key metrics dashboard and analyses, including customer LTV analysis targets.
• Defined new features and wrote product specs for marketing programs to reduce subscriber cost of acquisition and increase LTV.
• Worked with marketing team to define  product positioning, key consumer messaging and pricing strategy for Ongo subscription product.

Ongo

Independent customer acquisition marketing consultant for early-stage B2C companies.  Sought after for experience in integrated marketing strategies and analytical abilities required for efficient demand generation.
• Defined key marketing and business metrics and created a reporting dashboard to track and maximize ROI.
• Optimized marketing mix through the performance analysis and customer insights from A/B test experimenting of landing pages, messaging and banner ad design.
• Led creative development, including banner ads, websites and pages to improve social engagement.
• Constructed marketing and analytics infrastructure including tools, spreadsheets and approaches that could be deployed across all clients and digital channels.

Cathy Siciliano - Independent Consulting

Digital Marketing Consultant

Leading online marketplace for talent.  Responsible for customer acquisition from online marketing channels and building insights into lifetime customer value and loyalty. 
• Build, manage and optimize SEM campaigns on all major paid search engines to acquire new customers.
• Create and execute SEO strategy for Elance.com website.
• Manage affiliates program and customer referral program.
• Responsible for building new insights into online marketing spend to optimize performance, including building predictive model to forecast acquisition.
• Build and optimize email CRM program to convert and retain customers.
• Build insights into the customer experience and loyalty by creating and managing our Net Promoter Score program and customer lifetime value metrics.

Upwork

Senior Director, Marketing

Responsible for product marketing and community building through online marketing channels, including email marketing, community forums and the Elance blog. 
• Served as Editor in Chief of the Elance blog; created editorial calendar for Elance blog, wrote articles, managed one staff writer, and secured articles from industry influencers.
• Drafted and executed product marketing plans, including communications for new feature launches.
• Wrote and published monthly customer newsletter.
• Optimized email CRM program to convert and retain customers.
• Created and executed SEO strategy for Elance.com website.

Director, Marketing

• Defined and implemented marketing programs and product features to monetize customer behavior.
• Led creation of renter segmentation analysis and financial model to identify value of renter and property customers.
• Responsible for email deliverability and efficacy, and maximized contribution from email marketing to revenue.
• Managed team of marketing and product management professionals.

eBay

Director, CRM at Rent.com, an eBay Company

Director, Marketing & Analysis, Stores & ProStores
• Responsible for customer acquisition and retention for ProStores and eBay Stores products.
• Created go-to-market marketing strategy for launch of ProStores, a new offering from eBay.
• Designed and implemented marketing plan to launch ProStores, including PR, direct mail, SEM, SEO, email and telesales. 
• Led launch of www.prostores.com website and responsible for brand, product positioning and pricing.
• Managed two marketing specialists and budget to meet revenue and subscriber targets.

Director, Marketing & Analysis, Stores & ProStores

• Created marketing programs and established industry relationships to meet revenue and sales goals.
• Managed one category management professional.

Director, Cell Phones & Portable Electronics

• Identified new product features for advertising platform and wrote product requirements documents.

Microsoft -- MSN

Product Planner Intern, Advertising Platform Planning, MSN

Led publishing and editorial staff responsible for the onsite marketing of eBay.com, the world’s largest online marketplace, serving more than 4 mil unique visitors and 10 mil impressions per day of original marketing and merchandising content
• Developed segmentation-based publishing model to target onsite marketing messages to user groups based on purchase and selling behavior.
• Established reporting and analysis of onsite marketing for senior executive management, including benchmark and trend analysis.  Increased user activity generated by onsite marketing tenfold in nine months.
• Created first-ever integrated onsite marketing process, resulting in 70% reduction in length of publishing cycle and complete integration across 40 merchandise categories.
• Led and managed a team of five publishing and editorial specialists in daily production environment.

Managed multi-million dollar strategic marketing agreement with The Walt Disney Company.  Supervised staff of 1 Customer Support technician.	
• Negotiated and created co-branded marketing plan comprised of radio, television, print, and in-park ads. 
• Created brand positioning for offering, resulting in “eBay Presents Disney Auctions”.
• Designed and maintained sites located at http://ebay.disney.com and http://ebay.go.com.

Senior Manager, Partner Marketing

Managed multi-million multi-year marketing alliance with America Online.  Supervised staff of 1 intern.
• Designed and implemented first co-branded eBay websites with six AOL brands.  Designed look and feel, user interface, capacity planning model and implemented marketing requirements.
• Managed recognition of sales and marketing expenses according to defined financial accounting practices.
• Reported, analyzed and optimized marketing plan according to ROI events by placement, creative and content.

Manager, Partner Services

Conducted market research and analysis to answer three questions:  Who is the eBay customer?  What does the eBay customer want?  How can eBay reach our customer most efficiently?  
• Co-created methodology to model customer behavior and determine lifetime value of a customer.
• Helped define key drivers for business and analyzed marketing metrics.
• Produced key metrics weekly report for marketing managers containing registration data, website usage data, psychographic and demographic data of eBay user base.
• Created and implemented plan to determine optimal mix of reach, frequency and day parts of radio buy.