Experience

• A key member the Hotels.com consumer marketing team responsible for increasing revenue, conversion, retention, loyalty, and acquisition
• Develop and execute strategic marketing plans
• Launched the acclaimed Hotels.com welcomerewards™ loyalty program
• Created, launched, and tested hotels.com first ever coupon code program
• Increased annual email revenue from $25MM to over $75MM
• Create, execute, test, and track all email messaging for Hotels.com and related brands, including bulk email, dynamic targeted email, transaction email, and event triggered email
• Develop best practices by testing various products, pricing, placement, and promotional strategies
• Create, maintain, and adhere to a rigorous campaign calendar for multiple brands
• Create strategies for email list growth while maintaining list quality
• Manage two employees
  

Belo Interactive (DallasNews.com and WFAA.com), Dallas, TX, August 2002 - January 2004
  Senior Marketing Analyst/Strategist

• A leader in the consumer marketing team responsible for increasing revenue, conversion, loyalty, and acquisition
• Develop and execute strategic marketing plans
• Increased annual email revenue from $25MM to over $80MM
• On the re-branding team that took hotels.com from an online aggregator and discounter to the hotel experts
• Launched the acclaimed hotels.com welcomerewards™ loyalty program
• Enhanced site usability utilizing focus groups, usability labs, eye tracking, and other research methods
• Designed, launched, and tested hotels.com first ever coupon code program
• Create, execute, test, and track all email messaging for hotels.com and related brands, including bulk emails, dynamic targeted emails, transaction emails, and event triggered emails
• Develop best practices by testing various products, pricing, placement, and promotional strategies
• Produce, maintain, and adhere to a rigorous campaign calendar for multiple brands
• Manage two direct reports
  

SMU - Cox School of Business, June 1998 - August 2002
  Sales and Marketing Consultant, SMU - Cox, Division of Executive Education, January 2002 - August 2002

After being laid off as the Internet Development Manager due to budgetary constraints, I returned to the Division of Executive Education to assist the understaffed department while I searched for another position. Responsibilities were similar to those performed as Sales and Marketing Manager from 1998-1999.

  Internet Development Manager, SMU - Cox, Communications Office, January 2000 - January 2002

• Managed all aspects of the business school's web site
• Rearchitectured, developed, and maintained the entire Cox web site (2800+ pages)
• Developed Internet marketing and business strategies
• Coordinated projects with multiple outside vendors
• Created and coordinated email campaigns
• Measured site effectiveness and site changes using WebTrends
  

  Sales and Marketing Manager, SMU - Cox, Division of Executive Education, June 1998 - December 1999

• Promoted seminars designed for business professionals and senior managers
• Created and implemented direct mail, print, radio, email, fax, and calling campaigns
• Analyzed and reported on advertising, promotion, and direct mail effectiveness
• Designed, developed, and maintained a registration, marketing, and CRM database of 30,000+ people
• Redesigned and maintained the executive education Internet site
• Assisted with the curriculum of two e-commerce seminars
• Managed three student employees
  

Metro Information Services, Dallas, TX, October 1997 - May 1998
Professional Staff Recruiter

• Recruited and hired computer professionals which included conducting personal interviews, editing and revising resumes, and negotiating and closing salaries

Global Reach Internet Productions, Ames, IA, May 1996 - August 1996
Marketing and Sales Internship

• Sold the services provided by the company: web page design, storage, and maintenance
• Gathered requirements from clients and assisted with the architecture and design of their sites
• Assisted with marketing, promotions, and pricing

SMU Certificate Programs:
First-Line Management Certificate Program (32hrs)
E-Commerce Program: Foundation and Professional Tracks (192hrs)
E-Marketing: Leveraging the Internet as a Strategic Marketing Tool (15hrs)
E-Business: Planning and Developing E-Business Strategies (15hrs)
Marketing for Marketing Professionals: Developing and Implementing Marketing Plans and Strategies (15hrs)
Fundamentals of Telecommunications (15hrs)
Telecommunications Battlefield (15hrs)
Selling on Value, Not on Price (15hrs)
Sales Fundamentals Certificate Program (15hrs)
Starting A Business: Entrepreneurship Certificate Program (24hrs)

Activities