
VP, Marketing and Product at Caring.com
San Francisco Bay Area

VP, Marketing and Product at Caring.com
San Francisco Bay Area
15+ years of marketing experience, with a successful track record of managing marketing programs - both online and offline.
Product strategist with a passion for iterative product development, fusing design and user experience with quantitative analysis.
Marketing: direct marketing, customer relationship management, online marketing (SEM, SEO, paid inclusion, email, affiliates, social media), direct mail, print, promotions, analytics, forecasting. Product: product strategy, feature requirements, product management.
(Privately Held; Internet industry)
February 2008 — Present (1 year 10 months)
Responsible for marketing efforts (including SEO, PPC, display, email and lead generation) and product strategy for site dedicated to providing information and other resources to the over 34 million individuals caring for aging parents, grandparents and other loved ones.
(Internet industry)
July 2007 — Present (2 years 5 months)
I consult on marketing strategy and all the acronyms: search engine marketing (SEM), search engine optimization (SEO) and social media optimization (SMO).
(Privately Held; 1-10 employees; Internet industry)
July 2007 — January 2008 (7 months)
In 90-days, developed and launched a new holiday destination site that ranked second among a peer group by the end of 2007. Created strategic business plan and oversaw all website development using XP/Agile methodology.
Closed business development deals that included a major search engine, a leading shopping comparison site and cutting edge video provider. Lead design and UI, product development, project management as well as marketing and public relations.
(Privately Held; 11-50 employees; Internet industry)
March 2007 — October 2007 (8 months)
Director of Marketing for Vizu, an innovative new service that combines an easy-to-use polling platform with a network of websites. The technology allows anyone to conduct do-it-yourself market research, delivers a new revenue stream to website publishers and provides interactive content for personal web use.
(Privately Held; 51-200 employees; Internet industry)
January 2004 — January 2007 (3 years 1 month)
Directed consumer and business marketing programs including SEM, SEO, paid inclusion, email, affiliates, shopping comparison, online, print and promotions. Developed and optimized new marketing channels. Grew share of market in competitive vertical while simultaneously increasing both revenue and profit. Launched web site analytics and created metrics dashboard. Repositioned business segment and personally secured two of top five business accounts. Delivered 25% growth in consumer revenue for three consecutive years.
(Non-Profit; 51-200 employees; Fund-Raising industry)
2002 — 2004 (2 years )
Managed multi-channel fundraising efforts including direct mail, telemarketing, volunteer management and events. Increased parent participation from 25% to 44% and achieved 20% increase in golf fundraiser revenue
(Public Company; 51-200 employees; Internet industry)
2000 — 2001 (1 year )
Provided site, merchandise and customer analysis and insight aimed at maximizing traffic and revenue. Planned, implemented and managed acquisition and retention email marketing programs. Developed high-level metrics; helped build, maintain and hone forecasting model; and crafted site personalization strategy. Contributed to 400% increase in site conversion and 158% increase in email conversion.
(Privately Held; 11-50 employees; Internet industry)
2000 — 2000 (less than a year)
Led Petstore.com loyalty and retention marketing efforts, including email newsletter and online promotions. Worked cross-functionally to refine contact strategies to build customer traffic, revenue and loyalty. Increased email clickthrough rate from 7% to 11% and product-specific clickthroughs by 250%.
(Public Company; 1001-5000 employees; Fund-Raising industry)
1995 — 2000 (5 years )
Managed all aspects of Annual Fund direct mail and telemarketing operations. Developed robust segmentation strategies and solicitation code structure. Supervised a staff of 45 employees. Created an automated e-birthday greeting program. Reduced operational costs by 50% and increased revenue by 176%.
BA , Marketing , 1989 — 1993
Magna cum laude