Senior Ecommerce | Digital Marketing professional with over 17 years of experience

Innovative professional with a broad knowledge of the space: Ecommerce, Digital Marketing, Web Analytics, Design, UX, Content, Front-end coding, and Web infrastructure. Analytical thinker that strives for incremental growth and accurate attribution. Firm belief in testing to see what sticks and pursue those options and not afraid to test and fail; the key being doing controlled tests.

➝ Increased Ecommerce revenue from 4% to 15% of total company revenue in 5 years
➝ More than doubled lead generation while increasing conversion rate
➝ Employed A/B | Multivariate tests that increased sales process conversion rate by more than 15%
➝ Redesigned website employing responsive design for growing mobile channel in 2 months


Director, E-commerce Operations | Digital Marketing

24 Hour Fitness June 2007 – October 2013 Carlsbad, CA

• Grew online revenue by more than 30 fold and more than doubled lead generation from 2007 to 2012
• Increased online sales path conversion by more than 15% in 2013 (A/B | Multivariate testing)
• Redesigned website utilizing responsive design techniques in 2013
• Key in launching mobile apps (iPhone, Android, and iPad specific)
• Website localization utilizing geo-location to enable users to find a gym quickly (IP based, browser, and mobile location)
• Worked closely with and reported directly to CMO
• Built a strong team of 5 with complementary skills; front-end coding, content, database experience, design
• Ideation, strategy, and product management as 24 Hour Fitness does not have a product management team
• Organized usability testing with external vendors, internal teams, and site questionnaires
• Worked closely with partners to improve SEO, SEM, Retargeting and Affiliate Marketing
• Partnered closely with CRM team for email marketing and customer loyalty programs
• Launched Social Media properties with Facebook pages for each of our 400+ gyms
• Experience utilizing effectively and implementing web analytics tools (Coremetrics, Google Analytics)
• Managed promotion support accurately with 3-4 updates per week partnering with sales and legal
• Managed website release cycle, partnering with business stakeholders, IT, and QA
• Worked closely with IT on site uptime and on strategy for web services to enable more control
• Experience working in an Agile SDLC (Scrum)
• Strategy and Implementation of CMS system
• Partnered with Google to launch virtual walk-throughs (similar to Street View but inside a gym)
• Launched kiosks in-club (iPad and large 40″ touchscreen based)
• Experience setting up Amazon FBA and Ebay stores
• Launched online community, blog, online chat

Director, Professional Services

EMN8 October 2006 – April 2007 La Jolla, CA

• Managed high profile clients (Disney, Jack in the Box, Burger King, Arbys, Carl’s Jr., Taco Bell, Coffee Bean, Hardees) to develop self-service kiosk GUI and flow to be placed in restaurants to enable faster service, and increased revenue
• Managed a team of 7 composed of software engineers, designers, and a data technician.
• Began website redesign following a user centered design process (information architecture, stakeholder interviews, audience definition and scenarios, content and functional requirements, site navigation/structure, design).
• Improved process working with QA and Deployment departments

Digital Marketing | Operations Director

GFoS Inc 2002 – 2006 Oceanside, CA

• Created brand identity and design following process of information architecture for
• Moderated and administered vBulletin software for
• Managed affiliates and online advertising
• Writer, photographer and editor for
• Administered Linux server at an intermediate level

Senior Web Designer | Producer

24 Hour Fitness September 2001 – September 2006 Carlsbad, CA

• Project managed high profile sponsorship websites such as our The Biggest Loser 6 Week Weight Loss Program
• Managed implementation of Click to Call software utilizing eStara
• Researched audience, create personas, develop new site, test comps with end users, and maintain existing website.
• Managed online and email marketing campaigns, email consisting of over 800,000 opted in users
• Managed online lead generation and reporting utilizing web analytics
• Managed Search Engine Marketing (SEM) with 3rd party partner to develop bidding strategy and reach a profitable CPA
• Worked with IT to design and develop a dynamic Flash based tool to locate over 360 clubs nationwide.
• Experience using Flash, Actionscript, XML, XSLT, XSD, HTML, Javascript, Content Management software, and CSS

Interactive Designer

InBuilding | Inabled October 1999 – August 2001 La Jolla, CA

• Created an interactive commercial real estate building directory using touch screen 42” plasma displays.
• Created advertising medium to be placed within elevators in high profile buildings using Flash and Director.
• Created web-based portals for buildings including a web-based maintenance system for building employees.
• Developed the current and previous web presence for Inabled online using Flash and HTML

Multimedia Designer

Certified Folder Display Service, Inc. April 1996 – August 1999 Vista, CA

• Developed interactive advertisements for touch screen kiosks (info, purchase, call, print) located in high profile hotels.
• Worked with advertisers such as Sea World, The San Diego Zoo, and other travel based attractions.
• Worked with software and hardware for interactive kiosks
• Worked with a team to develop the company’s web presence


MiraCosta College
Associate of Arts (AA)

Leave a Reply

Your email address will not be published. Required fields are marked *