Senior Product Marketing

KPI: Doubling up UST SmartOps revenue.MARKETING STRATEGY SKILLS as a product marketing manager for UST SmartOps, an intelligent process automation platform:-Go-To-Market plan and execution built from scratch-Content creation from top to bottom funnel-Process improvementThe Megaphone: executing the marketing plan through digital paid and organic tactics that include website content, social media organic and paid, programmatic advertising, webinars, events, ABM, and partnerships. The All-Hands:  Customer segmentation,  process improvement, go-to-market to conquer aggressive growth plans for UST SmartOps.  Content creator from brochures to website to sales communication templates.
    
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About us

  UST Global is a leading digital technology services company that provides powerful solutions for Global 1000 companies. UST Global's mission is to lead companies through critical digital transformations to drive higher business value. UST Global specializes in six next generation digital services – design, cyber security, mobile, social, analytics and cloud. Powered by the mantra 'fewer clients, more attention'​, UST Global strives for excellence in providing their clients high quality services and a commitment to long-term success. Headquartered in Aliso Viejo, California, UST Global has over 17,000 associates; operating in 25 countries across four continents.
For more information, please visit www.ust-global.com


      UST Global
  

KPI: Managed Go-To-Market Strategy that drove 20% MRR growth from the new Clarifi platform. MARKETING STRATEGY SKILLS as a product marketing manager for HotSchedules restaurant software suite of products.:-SaaS product roadmap -TAM-SAM-SOM and customer segmentiation, targeting, and positioning-Content and messaging-Webinar production-Sales product trainingMY STORY:The Ghostwriter: the originator of back-office content and messaging strategy, website copy, feature and thought leadership blogs, sales enablement, webinars, battlecards, competitive intelligence and positioning, segmentation and persona-based targeting, offer strategy. Translated product features to customer benefits.The SaaS Strategist:  Built a sophisticated scoring algorithm based on Fishbein Model to determine the biggest opportunities. Tiered the customer base using all CRM account knowledge to prioritize which accounts the commercial sales segments should pursue first.  The output provided a top-down list for each sales rep with rationale for whom to target with what.
    
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      HotSchedules
        
  

KPI: Driving strategy for $100M+ Security business across 1000+ inside and outside sales managers.  MARKETING STRATEGY SKILLS in driving the Ecosystem Attach Program for Security (EAP) and attach Client Peripherals / Displays for Education PCs like Chromebook:-Product marketing management for Education-related accessories' merchandising, messaging, and sales enablement -Program manager driving analytics team and sales enablement for Security, which includes driving internal awareness of the program, tools, and incentives-Targeting customers with the highest propensity to buy and close on the biggest deals-Tailoring content and messaging to enable sales masters to position Security easily-Product Marketing Strategy to align hardware and software sales motion while cross-selling Dell EMC portfolioMY STORY:The Secure Post. I manage the recommendation engine and process for handing over the hottest Security leads to Sales.  I arm sales with simple selling points that articulate the value proposition of Security with corresponding PC platforms.  I am constantly evolving this sales enablement program to modernize and accelerate the automation of getting real-time account intelligence and calls-to-action around Security as well as the Peripherals & Displays in the hands of ISRs and AEs.  Portfolio (Dell, RSA, Mozy, VMWare)
    
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KPI: PLATINUM AWARD WINNER for growing SB 8% Y/Y.  CY2017, Monitors grew by 30% Y/Y.  CY2016, grew margin by 8% Y/Y.  CY2015, turned around the Accessories business to hit plan and grow for the first time in 5 years with the 2nd best Black Friday (behind 2017). MARKETING STRATEGY SKILLS as the North America Consumer and Small Business Electronics and Accessories Cycle Planner (NA CSB EnA Planner, B2C Marketing):-Forecast for revenue/units/margin goals for online and offline across 22 product lines ($500MM)-Marketing plan built for Monitors (includes targeting, positioning, online advertising, offline incentives, affiliate plays, product offering, offer pricing, inventory management)-Influencing cross-functional peers and senior VPs to invest in the Monitors campaign-Quarterly offers and pricing planned-BMS reporting of performance metrics-Incentives to grow offline salesMY STORY:The Clairvoyant.  I forecasted and planned the sales for NA Consumer Small Business, Electronics and Accessories.  I covered the fast paced world of direct sales on Dell.com for 22 categories that are branded Dell (such as Dell monitors, printers) and 3rd party products (such as Samsung TVs, Microsoft Bands, Xboxes, and Parrot Drones).  The Glue Behind-the-Scenes! I collaborated closely with each Product Line Manager, Finance, Merchandising, Product Managers, Sales, and Marketing to drive profitability, new and exciting product launches and offers, strategic buys, and coordinated action through a quarterly BMS.The Extra Special Offers.  Planned quarterly offers that drove an incremental $14.5M to plan.The Negotiator.  Influenced the marketing engine of Dell through tenacity from Singapore to the US across 5 organizations to escalate the investment of $2M in a key category  to drive an incremental $28M in revenue and $7M in margin.The Clever Sales Incentive.  Implemented a profit-pumping incentive that drove to date more than $1M incremental revenue and $500K margin.
    
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KPI: Quarterly performance reporting for the $100M advertising budget across 3 commercial campaigns. Saved Dell more than $250K per quarter by implementing guardrails on online advertising. Standardized global reporting of metrics for more than 10K events.MARKETING STRATEGY SKILLS as a Commercial Campaign Analyst (B2B Marketing):-Campaign performance metrics automation across Social Media (FB, TWTR, LI), Google Display Network, Paid Search, Affiliate Content Distributors, Events, Webinars; Reach, CPM, CPC, CTR, CTV, HVE, ROAS, MQL/SQL/Leads, Conversion-Identification of fraudulent bot traffic and creation of high value engagement metric to validate the click thru traffic-Programmatic advertising and recommended on campaign optimization around lead generation-Customer journey mapping across all marketing and sales touch pointsMY STORY:The Digital Media, Mobility and Security Solutions Marketing Operations Analyst. Piecing the complicated B2B customer journey through Dell's digital presence, making sense of Dell's "big data", mapping and tracking metrics for online activities including programmatic advertising, online publishing, social media listening, nurturing and emailing, and offline activities such as events, webinars, and sales training.The Ad Fraud aka Invalid or Non Human Traffic.  Recommended best practices to detect and prevent "invalid" and fraudulent ad traffic, saving Dell more than $250,000 across 20 campaigns.The Hum of Programmatic Advertising.  Identified anomalous online traffic and provided recommendations to partners, broader marketing, and business intelligence teams to improve marketing accountability and effectiveness measurement.The BMS. Centralizing global marketing metrics to enable regional, BU, segment, and customer-centric marketing effectiveness. Developed the process and training for Events ROI measurement globally, capturing spend, registration, and attendance for 10K+ events held annually.
    
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KPI: Built B2B marketing plan to drive $180M in sales from acquiring 1M new customersMARKETING STRATEGY SKILLS as a product marketing intern for Workstation PG team:-Go-to-market plan for launch of new product, designed for Media & Entertainment and Engineering-Pricing for 3 configurations-Channel promotional strategy through distribution, VARS, and Dell's employee purchase program-Competitive analysis on HP, Lenovo, and Apple to message around M3800 value proposition-LinkedIn B2B campaign planning to target IT decision makersMY STORY:The Apple "killer"​.  Integrated the expertise of a 60 member multi-functional team to develop a go-to-market strategy for a new product launch with a sales goal of $180M worldwide.Presented Dell's COO and senior management with 3 long-term growth recommendations on how to target and reach 1M new customers.
    
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KPI: Executed on Marketing and Operations plan in support of $150M casino property acquisition, developed white glove services for top 200 and next 2000 players (worth $200M in theoretical play) MARKETING STRATEGY SKILLS for marketing consultant for a casino property acquisition-Customer segmentation to identify and service the whales, top players in South America-Best practice benchmarking of marketing and operations across several properties-Implementation of Caesars customer loyalty program-Cultural assimilation practices stemming from cross-border interviews conducted bilingually-Executive presentation of marketing and operations plan to CEO of Enjoy CasinoMY STORY:The Global MnA.  As a Ross student team, we determined the marketing and customer service best practices for integrating a recently acquired luxury casino in Uruguay into the sales and marketing distribution network for a leading Chilean casino brand, while evaluating the related costs to implement our recommendations.The Bi-Lingual Investigation. Conducted interviews, collected and analyzed quantitative and qualitative data, and interpreted in Spanish between Enjoy and my team.The Consumer Segmentation.  Created segmentation and determined cost structure for marketing plan recommendations.
    
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      Enjoy S.A.
        
  

KPI: Business plan for 10M Reals franchise conceptMARKETING STRATEGY SKILLS as a consultant for the market entry of a dessert concept:-Feasibility market analysis-Due diligence and calculation of break-evenMY STORYThe Global Transplantation of Sweets. Analyzed the market size, opportunity, and recommended action steps to internationalize a dessert concept from Korea to Brazil that would generate annual revenue of 1.2M Reals with a 13 month break-even and then scale to a franchise expansion that could generate an additional 10M Reals.
    
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KPI: Grew Mac n Cheese revenue by 10% Y/Y; Grew StoveTop unit volume by 10% Y/Y; Grew Kraft-NPD relationship from 10 points of contact to 80+MARKETING STRATEGY SKILLS as a consultant to Kraft's 82 brands ($60B).-Market research synthesis-Executive presentations with consumer behavior trend story lines and recommendations-Market growth analysis for new flavors, products, consumersMY STORYThe New Potato.  Analyzed starchy foods landscape and identified the potato as main competition to Stove Top Stuffing, inspiring 2011 “Un-Potato” ad campaign that grew volume by 20%.The Old but New Market. Segmented consumers to redirect $50MM marketing investment to target adults for 2010 Kraft Mac&Cheese national campaign, resulting in a 10% increase in consumption.The Trust.  Broadened and improved client engagement that led to the NPD-Kraft team exceeding the 2010 yearly revenue goal of $1.4MM by 14% and beating the client satisfaction goal.The Opportunity.  Identified key issues, provided insights, and recommended solutions as a business intelligence analyst to Kraft marketing teams spanning 60 brands and 36 food categories.
    
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About us

  NPD is the leading global provider of market information and business solutions covering brick-and-mortar, e-commerce, and emerging channels in more than 20 industries. We combine our unique data assets with analytic solutions to help our clients measure performance, predict trends, and improve results, advising them to help drive successful growth. Practice areas include apparel, appliances, automotive, beauty, books, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, mobile, office supplies, retail, sports, technology, toys, travel retail, games, and watches / jewelry. 

For more information, visit npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup


      The NPD Group Inc
  

KPI: Grew account base from 0 to 15 accounts including the largest hotel and a couple of supermarket chains, reaching $115K annual revenue; Grew social media following to 500+ users.MARKETING STRATEGY SKILLS as a co-ownder and CMO of a wholesale bakery:-Financing raised across network and banks totaling $100K to build out a full-sized commercial kitchen by selling the concept and articulating the vision to growth-Online marketing tactics included Facebook and Google advertising, Groupon offer, partnering with commercial customers for large Chicago events, and website content optimization-B2B marketing tactics with product catalogs and door openers-Product naming and package design for 50 little bundles of edible joy-Pricing segmentation based on customer profile and order volumeMY STORYThe Peddler. Raised $100K in capital to found, build, and acquire assets for a wholesale European-style bakery with product selection of 50 flavors and sizes.The B2B. Developed B2B strategies to gain 9 accounts, generating over $90K in sales in year one.The Omni-Channel Pricing. Directed pricing structure and marketing initiatives, including print and digital communications – 5 brochures and  social media, increasing B2B and B2C awareness.The Cash Flow.  Conducted monthly budget and forecast meetings with chef to control and streamline supply chain costs, including the supervision of 4 cooks and purchase of ingredients.
    
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KPI: Built a menu engineering model and negotiation strategy to pump out an extra $150K in profit.MARKETING STRATEGY SKILLS as senior manager of a cruise ship serving more than 100K customers:-Price modeling-Consumer behavior analytics-Vendor negotiationMY STORY:The Motivator.  Managed and motivated 85 employees, who served an average of 500 passengers per cruise, achieving a quality score greater than 90% and boosting onboard sales by 13%.The Rainmaker.  Engineered a wine portfolio model by analyzing point-of-sale data to determine consumer demand that grew yearly revenue over $1MM, increased bar margin by 20%.The Cost-Cutter.  Negotiated with vendors and simplified inventory that reduced costs by $10K.The Recruiter.  Pioneered first internship program and oversaw the interview process, establishing a recruiting pipeline at Michigan State University that is still ongoing.
    
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About us

  Entertainment Cruises believes in the power of a moment.

Through operational excellence, superior service, quality entertainment, exceptional views, and a relentless focus on our guests, we collectively define our mission to turn moments into unforgettable memories every day, year round.

Headquartered in Chicago, Entertainment Cruises serves 1.8 million guests annually with 18,000 cruises and 6,000 group events aboard 38 vessels on some of country’s most notable waterways.

From luxury dining cruises and high-energy speedboat rides, to historical excursions and private yacht charters, we leverage our first-rate fleet and impressive portfolio of brands to deliver meaningful, enriching experiences on the water in Baltimore, Boston, Chicago, New York Metro, Norfolk, VA, Philadelphia, and Washington, DC Metro.

Entertainment Cruises Inc.

KPI: Maintained room service standards to 5 stars, 5 diamonds.MARKETING STRATEGY SKILLS as a food & beverage manager at the top ranked hotel in NA:-Implemented CRM (customer relationship management tool)-Curated guest in-room offerings-Operations people managerMY STORY:The CRM. Created a food and beverage tracking database that increased personalization to the guests' 5-Star experience and boosted customer satisfaction by 15%The Customization. Analyzed consumer trends to expand menu offerings that increased minibar revenues by 12%, improving satisfaction scores by creating food and beverage tracking database
    
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The Peninsula Hotels

Marketing and StrategyElected: Co-President of Entrepreneur and Venture Club -- built entrepreneurial eco-system with engineering, informatics, and business schools that tied together 12 independent clubs.Selected: Head Writer on Ross FolliesMember: Ross Tech Club and Marketing ClubAwards: JumpStart Grant $1500 and Dare to Dream Grant $500 for mobile app Bee TaggedFinalist: Leadership Crisis ChallengeUNCF Scholar


University of Michigan - Stephen M. Ross School of Business

Eli Broad College of BusinessMember of the Honors CollegeGraduated with Honors


The nation’s pioneer land-grant university, Michigan State University is one of the top research universities in the world. Home to nationally ranked and recognized academic, residential college, and service-learning programs, MSU is a diverse community of dedicated students and scholars, athletes and artists, scientists and leaders.

Michigan State University

Science Olympiad - lots of 4th places in the State competition (egg drop, tower building)Chess Club President and Captain of team.2-time City High School Chess Champion. 3rd in the State.Memphis Club Amateur City Champion.Perfect score in National Latin Exam.#6 in National French Exam.Multiple awards in French and Latin at the University of Memphis Language Fair.


Senior Marketing Manager at UST Global

UST Global

Senior Marketing Manager

HotSchedules

Senior Product Marketing Manager

Dell Technologies

Product Marketing Manager

Dell Technologies

Planner (Merchandising Consultant)

Dell Technologies

Commercial Marketing Analytics

Dell Technologies

Commercial Marketing Intern

Enjoy S.A.

Student Consultant

Korean-Brazilian Dessert Fusion

International Marketing Consultant

The NPD Group Inc

Account Specialist - Kraft Foods

NEW WORLD PASTRIES

Co-Founder, CEO, Director of Finance and Marketing

Entertainment Cruises Inc.

Restaurant Manager

The Peninsula Hotels

Assistant Manager

University of Michigan - Stephen M. Ross School of Business

MBA

Master of Business Administration

Michigan State University

Hospitality Business Administration

BA

White Station High

Chemistry