I’m a senior executive with expertise in developing and scaling organizations for growth, with a focus on digital transformation. I have demonstrated success in multiple divisional leadership roles with accountability over operations, marketing, enrollment, retention, product, and change management. Over the years, I’ve racked up a proven track record of delivering results in matrixed organizations (remote, in-person, and hybrid models). In transparency, I’ve also racked up a few fast fails too (which I believe are called learning opportunities if you don’t repeat the same mistakes). I’ve worked in small, mid-size, and large companies and have collected a powerful combination of industry, agency, and corporate backgrounds with deep expertise at the intersection of marketing, operations, and technology. Last, I’m pretty well-versed in M&A having managed through it many times from both sides (acquirer and seller).

Tactical operator stuff aside, being a good human. That’s in my personal and professional remit. People like to work with good humans. I try to be one.

Leadership Expertise

Business Strategy | P&L Management| Digital Transformation | Organizational Leadership | QBRs | Business Optimization| Change Management | Talent Development | M&A Due Diligence & Integrations | Reorgs

Functional Expertise

Direct Response Performance Marketing | Lead Gen | MarTech Requirements| Tech Migrations/Set Ups | Regulatory & Compliance | Customer Lifecycle Management | Operations | Recruitment | Retention | SOP Development

Professional Experience

General Assembly (2023 – Present), New York, NY

Chief Marketing Officer

General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills, fostering a flourishing community of professionals pursuing careers they love. Focusing on the most relevant and in-demand skills across data, design, business, and technology, GA confronts the global skills gap through award-winning, best-in-class instruction, innovative opportunities across diverse communities, and Hire-Train-Deploy specialty. GA works with students online and in-person across the globe and partners with top employers to help companies source, assess, and transform talent.

• As CMO, I lead the global marketing organization. This includes brand, product marketing, growth and demand gen, performance, journey nurture, and revenue operations for GA’s product portfolio of bootcamps, short form courses and workshops.
• Work side-by-side with the Sales and Product teams to help unlock future growth

Wiley University Services (2012 – 2023), Orlando, FL

Group Vice President of Operations 2021 – 2023

Senior higher ed executive responsible for translating business opportunities into scalable operations and technologies that drive efficiency, performance, and growth. Oversee cost-controlled student acquisition and lifecycle delivery services, along with related technology-enablement, across a continuum of today’s customer journey needs. Responsible for driving measurable business results and the orchestration of data-driven solutions—with a deep commitment to fostering a positive customer and employee experience.

• Oversee the functional areas across the full Student Lifecycle: marketing, enrollment, retention, product, academic services, operations, and change management (7 functions, 800 colleagues, 55 job functions)
• P&L and operational accountability along with investment case creation for new opportunities
• Develop annual business plans, key initiatives, metrics, and targets with finance and leadership
• Following business analyses, scale and/or sunset business initiatives and capabilities based on ROI and product-market fit
• Execute inorganic growth strategies – from M&A due diligence to post-acquisition integration
• Obsession with the learners and Institutions being served – because without serving a needed purpose, nothing else really matters

Vice President of Marketing 2019-2021 

Marketing leader of a multi-million dollar business unit (within a $2B publicly traded company). Responsible for helping connect learners to higher ed program optionality along the education journey. Oversight of student-centered nurturing efforts as an integral component of the student lifecycle. Accountable for higher ed portfolio of Institutions and hundreds of online degree and certificate programs.

• Oversight of marketing budget with closed-loop reporting for tight data-driven efficacy models
• Partnered cross-functionally with Finance, Legal, Enrollment, Client Management, Technology, and Business Development teams to execute business strategies
• Led geographically distributed marketing department with 130 colleagues in Brand Management, Content, Content Administration, Creative, Customer Insights & Innovation, Digital Optimization, Marketing Automation, Marketing Operations, Media, Project Management, SEO & Organic Marketing, Social Media, Video Production, Web Analytics, and Web & Interactive Design
• Partnered on MarTech lifecycle SOPs, requirements, and business-side execution of product launches and sunsets
• Connected with learners – all day every day – to understand their goals

Senior Director of Student Experience 2012-2019

In a nutshell, this role helps contribute new knowledge, better tools, and improved processes to support Wiley’s higher education business unit. Responsibilities include project planning and delivery, operational due diligence, marketing program measurement (KPI definition, benchmark setting, reporting), sharing of analyses, marketing enablement support, SOP process documentation and standardization, practice development, talent management, professional speaking, business development support and leading the Marketing Partnership Council.

• Working closely with IT, Technology, Marketing, Enrollment Services, and Operations, this body of work centers around creating, optimizing and managing business-wide marketing automation programs and projects, including customer re-engagement and data quality initiatives
• Requires deep knowledge of customer insight, operational decision-making, marketing automation, customer data management, and a passion for analytics interpretation
• Implementation, segmentation, lead routing, and campaign optimization efforts as well as contributing to the ongoing design and maintenance of demand generation systems, including the marketing automation platform (email & SMS) and connected technologies in the MarTech stack
• Connected with learners and support terms – all day every day – to understand their respective goals

Intellavia (2009 to 2012), Orlando, FL

Head of Client Services 

After 7 years in the ad agency business, I took a leap of faith and joined 2 incredible engineers who co-founded a small company during the exciting early days of the budding web dev and e-comm industry. I ran client services for the adTech software development and digital marketing agency. Our team of 11 (a mix of FTEs and contractors), focused on the design and development of technology solutions in support of programs encompassing a wide range of domains, such as healthcare, rehabilitation, long-term care, nursing, insurance, hospitality, financial services, policy and compliance management, biometrics, the arts, e-commerce, entertainment, mobile apps, and online marketing.

• Responsible for all non-engineering aspects of the business including strategic account planning and client growth, client forecasting, fee negotiation, and growth strategy development
• Owned internal agency operations and developed and refined agency workflow processes
• New business development: extensive RFP response preparation including writing, presenting, and financial planning. (Orange County Public Schools, WORKFORCE CENTRAL FLORIDA, SAIC contracts)
• Wrote and led business requirements sessions – facilitated requirements gathering, conducted meetings, drafted documentation, product training, and taxonomy programs,  developed use case scenarios, workflows, and site architecture
• Agency software administrator role – portlet configuration, add/remove pages, categories, navigation scheme, etc.
• Content management in a wide variety of CMS platforms such as Joomla, WordPress, Liferay, and iVCMS
• Developed and executed digital marketing plans, implementation of organic search strategies, create web-based and mobile-based PPC campaigns (adorable to look back and remember those were separate things not so long ago), delivered analytics tracking and reporting

Prior Experience & Industry Activity

• Director of Client Services, EVOK Advertising (mid-size agency), 2009-2009
• Sr. Account Manager, Push Advertising (mid-size agency), 2002-2009
• Google EDU Advisory Council Member, Higher Ed Industry, 2017-2020
• Product Advisory Board, IBM Watson then Acoustic, 2016-2019
• 2014 Global Winner for Wiley’s Pacesetter Award Program
• 2-time “Women Who Mean Business” nominee – Orlando Business Journal
• Former Education Chair of the Orlando Advertising Federation

Education

• Exec Ed Certificate of Completion Leading with Finance, Harvard Business School, Online
• Bachelor of Arts in Advertising and Public Relations, Cum Laude, University of Central Florida, Orlando, FL