Results-driven, insightful marketing and eCommerce technology professional with a proven record of achievement in developing and managing new initiatives by successfully capturing requirements, measuring results and meeting business objectives through the use of advanced web technology.
> Over 12 years direct experience with end-to-end B2C eCommerce operations from information architecture, design and content management, to frontend and backend web application development, to order processing, payment, promotions and fulfillment as well as customer service operations in both direct retail and lead generation environments
> Comprehensive knowledge of online marketing strategy and tactics and experience in managing the execution, evaluating effectiveness and optimizing these programs to include: email marketing, search engine marketing, search engine optimization, pay per click advertising, affiliate marketing, social media, distributed commerce, mobile and other emerging online marketing techniques
> Champion of the data supported decision making process and the utilization of the full spectrum data collection and analysis tools such as web analytics, data mining and multivariate testing as well as leveraging qualitative methods to foster a culture that strives for optimization
AMERICAN EAGLE OUTFITTERS, INC. – Pittsburgh, Pennsylvania (2007 to Present)
eCommerce Analytics Manager
As part of AEO Direct, an organization that is listed among Internet Retailer’s Top 100, support the four online brands of American Eagle Outfitters, aerie, 77kids and Martin+Osa by analyzing online marketing and merchandising tactics as well as website user behavior using quantitative and qualitative methodologies to provide succinct recommendations to improve website performance and meet business objectives.
> Implemented the Omniture Suite of products to include SiteCatalyst, Discover and Test and Target which has lead to greater utilization of web analytics data to support key decisions and has moved the business closer to being a true data supported decision organization
> Leveraged web analytics platform to create an automated process to email website visitors who add items to their cart but do not purchase. Since the launch in 2008 the abandon cart email has grossed over $2 million and has been the most successful email program to date
> Developed a product recommendations algorithm leveraging internal capabilities that replaced a third party process that proved to be more effective and saved over $300K in fees
> Coordinated and advised graduate students from Carnegie Mellon and the University of Pittsburgh on projects to enhance AE.com personalization efforts leading to innovations in product targeting, recommendations and enhancements to the customer loyalty program
EDUCATION MANAGEMENT CORPORATION – Pittsburgh, Pennsylvania (2006 to 2007)
Web Producer – Student Recruitment
In one of Pittsburgh’s fastest growing companies, designed, implemented and managed the student recruitment web experience for The Art Institute Online, South University Online, Argosy University Online and Miami International University Online in addition to supporting the inquiry, application, enrollment and acquisition cost goals of each of the four educational entities. Served as a liaison between Web Strategies, Marketing and Admissions departments and developed and refined all elements and processes associated with the student recruitment process.
> Launched state of the art web analytics program through the implementation of Omniture SiteCatalyst which was so successful for the online division that it was adopted by the corporate office
> Transformed the organization from using rudimentary web statistics to insightful, automated reports and dashboards which led to key business decisions resulting in greater website conversions
> Instituted a multivariate testing program which led to a 25% increase in conversion rates for paid-search landing pages
GENERAL NUTRITION CENTERS, INC. – Pittsburgh, Pennsylvania (1998 to 2006)
Internet Solutions Manager (2004 to 2006)
Lead the planning and development of all GNC consumer web site applications to support the achievement of strategic business objectives. Evaluated emerging Internet trends, customer feedback and web site analytics to direct consumer web applications to better meet consumer needs and achieve strategic business goals. Worked as a liaison between Marketing, MIS and outsourcing partners to ensure that business objectives and technical specifications were properly coordinated and service levels were met.
• Managed the highly successful re-launch of GNC.com on the GSI Commerce platform as GNC’s first fully controlled eCommerce web site and multi-channel platform where first year revenues exceeded $20 million
• Integrated the GNC Gold Card loyalty program with its 4 million active member base into the e-commerce enabled GNC.com website replicating complex business rules to allow online transactions to mimic the GNC in-store experience
Web Developer (1998 to 2004)
Lead the architectural and technical design for web applications throughout their lifecycles. Responsibilities included: project planning, defining requirements, programming, developing test plans, coordinating deployment and providing ongoing maintenance. Monitored performance of all deployed web applications and made recommendations to tune the applications and modify the hosting environment to ensure maximum performance.
NORTHROP GRUMMAN IT (FORMERLY LITTON/PRC, INC.) – McLean, Virginia (1996 to 1998)
Designed, developed and implemented web applications using pioneering web technology as a member of the Systems & Process Engineering group.
US ARMY RESERVE – Coraopolis, Pennsylvania (2003 to 2005)
Public Affairs Officer
As a Captain in the 354th Mobile Public Affairs Detachment lead 4 Non-Commissioned Officers and 8 enlisted soldiers in the execution of all unit directives which included acquiring, producing and distributing text, photo, video, audio and web information products as well as providing services and facilities for media representatives in support of national, multinational or joint operations.
PENNSYLVANIA ARMY NATIONAL GUARD – New Castle, Pennsylvania (1996 to 2003)
Field Artillery Officer
As a Lieutenant in the 1-107th Field Artillery Battalion held numerous leadership positions to include Battalion Fire Support Officer, Battery Executive Officer and Battery Fire Support Officer in a mission ready and fully operational 500+ soldier, 18 gun self-propelled howitzer battalion.
EDUCATION AND CREDENTIALS
Master of Business Administration – Marketing & Information Systems (2004)
KATZ GRADUATE SCHOOL OF BUSINESS
UNIVERSITY OF PITTSBURGH – Pittsburgh, Pennsylvania
Bachelor of Science – Management Science & Information Systems (1996)
SMEAL COLLEGE OF BUSINESS ADMINISTRATION
THE PENNSYLVANIA STATE UNIVERSITY – University Park, Pennsylvania
CERTIFIED OMNITURE PROFESSIONAL: SITECATALYST
ATG TECHNOLOGY: CERTIFICATE
TERADATA CRM: CERTIFICATE
DEPARTMENT OF DEFENSE SECURITY CLEARANCE: SECRET
AFFILIATIONS AND CHARITABLE EFFORTS
Web Analytics Association: Member
American Marketing Association: Member
Pittsburgh Technology Council: Member
Pittsburgh Urban Magnet Program: Member
National Eagle Scout Association: Member
Salvation Army Project Bundle Up Auction: Media Consultant