Jul 2015 – Jun 2018 · 2 yrs 11 mos

• Led enterprise marketing and eCommerce strategy for an IR500 omni-channel retail organization spanning 900+ stores across all 50 U.S. states, Puerto Rico, and Bermuda.
• Reallocated marketing investment from traditional media to performance-driven digital channels, materially increasing marketing ROI and creating sustained operating leverage across the portfolio.
• Owned end-to-end consumer marketing and digital commerce strategy across four national retail brands: Sears Hometown Stores, Sears Home Appliance Showrooms, Sears Appliance & Hardware, and Sears Outlet.
• Scaled enterprise eCommerce capabilities through development of new transactional platforms and expansion into third-party marketplaces, achieving top-tier marketplace seller status within the first year of launch.
• Directed omni-channel growth across four transactional websites, integrating pure-play eCommerce with in-store retail through email, SEM, PLA, social, display, affiliate, and loyalty marketing.
• Shifted media mix decisively from traditional channels to performance-driven digital strategies, materially increasing marketing ROI over multi-year period.
• Led national brand, promotional, and customer acquisition strategy while balancing large-scale campaigns with localized retail execution.
• Oversaw public relations, cause marketing, branding, creative, CRM/loyalty, customer research, reputation management, and promotional planning.
• Built and managed integrated marketing teams responsible for performance, creative, and brand execution across digital and offline channels.

Aug 2012 – Jul 2015 · 2 yrs 11 mos

• Led enterprise consumer marketing strategy across four national retail chains operating in all 50 U.S. states and multiple international territories, balancing large-scale brand execution with localized retail performance.
• Owned development and execution of national marketing strategy across Sears Hometown Stores, Sears Home Appliance Showrooms, Sears Appliance & Hardware, and Sears Outlet Stores.
• Directed omni-channel growth for searsoutlet.com, integrating digital performance marketing with in-store retail activation to drive both pure-play eCommerce and store-attributed revenue.
• Oversaw brand, PR, loyalty/CRM, creative, customer research, reputation management, and promotional planning across distributed retail footprint.
• Led cross-channel media integration spanning email, SEM, PLA, social, display, affiliate, and loyalty programs.
• Drove organizational and brand integration of Sears Outlet marketing into Sears Hometown Stores processes while simultaneously leading marketing through corporate divestiture and public company separation.
• Developed corporate brand architecture and positioning for the newly independent Sears Hometown & Outlet Stores entity following separation from Sears Holdings.
• Built and managed integrated marketing teams capable of executing national campaigns while preserving localized retail performance dynamics.

Aug 2011 – Aug 2012 · 1 yr · Hoffman Estates, IL · On-site

• Led enterprise marketing strategy for Sears Hometown Stores, Sears Home Appliance Showrooms, and Sears Appliance & Hardware, overseeing a distributed retail footprint of 1,100+ locations across all 50 states and Puerto Rico.
• Owned end-to-end development and execution of national marketing strategy spanning traditional, digital, social, in-store, and loyalty channels.
• Balanced large-scale brand and promotional campaigns with localized retail execution across a highly distributed store network.
• Directed integrated multi-channel media strategy, aligning print, broadcast, direct mail, search, social, email, and loyalty marketing into cohesive revenue-driving campaigns.
• Built and managed cross-functional marketing teams responsible for creative, media, promotional planning, store signage, and local event activation.
• Strengthened performance accountability across marketing investments by integrating digital and traditional channels into unified campaign planning and measurement frameworks.
• Elevated digital and search capabilities within a historically traditional retail organization, accelerating the shift toward performance-oriented marketing execution.

Aug 2010 – Aug 2011 · 1 yr · Hoffman Estates, IL · On-site

• Led the digital transformation strategy for Sears Hometown Stores, a legacy retail format historically concentrated in print media, modernizing customer acquisition, engagement, and eCommerce capabilities.
• Designed and executed a digital-first growth strategy within a business allocating ~98% of marketing investment to print, accelerating the shift toward performance-driven digital channels.
• Increased organic search traffic by 246% year-over-year through SEO modernization and structured content optimization.
• Expanded social audience engagement, doubling Facebook community size within nine months and increasing addressable customer reach by over 400% through data-driven digital initiatives.
• Directed development and execution of eCommerce and CRM strategy, integrating online sales growth with loyalty and customer relationship programs.
• Led rollout and ongoing management of Shop Your Way Rewards integration for Hometown Stores, aligning local retail marketing with enterprise digital and loyalty platforms.
• Built and managed integrated digital marketing initiatives across web, social, search, CRM, and online merchandising to establish scalable customer acquisition and retention infrastructure.

Jun 2009 – Aug 2010 · 1 yr 2 mos · New York City Metropolitan Area

• Led digital and mobile monetization strategy during a pivotal period of mobile media innovation, overseeing product commercialization, distribution strategy, and advertising revenue development.
• Co-invented iCircular, an early mobile circular advertising technology; secured a granted patent and piloted across 180 mobile news publishers with participation from 20 national retailers. The platform was subsequently commercialized and sold to Wanderful Media.
• Directed digital and mobile advertising strategy, overseeing product development, advertising operations, sales, and revenue optimization.
• Designed entry strategy and scalable revenue models for advertising-supported products across mobile, display, and video platforms.
• Built three-year financial models forecasting adoption, monetization, and expense structures for emerging digital products.
• Negotiated strategic distribution partnerships to expand global reach of mobile and digital advertising solutions.
• Successfully monetized the launch of multiple direct-to-consumer digital products, including wintergames.ap.org, the Associated Press iPad application, and a globally distributed World Cup mobile application.
• Represented the organization as a speaker at NAA mediaXchange and OMMA Global on mobile advertising strategy; served as IAB Mobile Committee member.

Jan 2006 – Dec 2008 · 2 yrs 11 mos

• Boston.com
• Increased premium display revenues over 440% in less than 3 years.
• Implemented a customer-focused digital sales strategy for major national retailers
• Created customized online campaigns for Fortune 500 retailers
• Bostonglobemedia.com
• Planned and successfully launched the Boston Globe’s first web-based, self-service display advertising product Check it out at http://bostonglobe.taradel.com/
• Other responsibilities
• Led a sales team responsible for $50M in annual total advertising revenue for digital, newspaper, magazine, direct mail, and event sponsorship sales for the major national retail vertical.
• Initiated and led a cross-disciplinary, cross-category non-traditional revenue initiative resulting in $2M of annual incremental revenue.
• Planned and successfully launched the Boston Globe’s first web-based, self-service display advertising product
• Collaborated in a company-wide task force to redesign hiring processes and managerial talent assessments. Launched a company-wide sales training initiative.
• Pioneered the use of Monte Carlo simulation in the analysis of a compensation plan redesign.
• Mentored high-potential management employees as part of the NYT Company formal leadership program.

Mar 2005 – Dec 2005 · 9 mos

• Created sales strategy and developed all sales materials for the launch of 93-7 Mike FM.
• Implemented both acquisition and retention strategies for local and national accounts during format change.
• Managed all aspects of inventory management and pricing strategies to maximize revenue.

Jan 1997 – Feb 2005 · 8 yrs 1 mo

• Implemented a customer segmentation strategy, increasing gross sales 17.5% while increasing all selling expenses by less than 2% from 2001 to 2003.
• Achieved the highest revenue per listener for any radio station in the company's history (2004).
• Increased net operating profit from 22.7% to 33.9%.
• P&L responsibility for over $2M of line item expenses.

Jan 1995 – Jan 1996 · 1 yr

Jan 1994 – Jan 1995 · 1 yr