My Profile

ESL Teacher

Self Employed

January 2017 to Current

Registered at Greenville Technical College as an independent teacher/tutor to ESL applicants denied entry to the program based on ESL Compass placement test where high-intermediate to advanced levels assessments in listening/speaking, grammar, pronunciation, reading and writing classes are required.  Objective is to prepare students to pass entry assessment through 1:1 teaching with focus on advancing English fluency from intermediate to high intermediate/advanced.

• Experience teaching adults and children/adolescents of adults (beginner, intermediate, advanced)
• Profient in teaching listening, speaking, reading, writing, vocabulary, spelling, pronunciation/phonics and grammar.
• Utilize the Cambridge Interchange curriculum.
• Expert in lesson planning.
• Utilize multiple activities for visual, auditory, kinesthetic and tactile learners.
• Proponent of the 5 C’s (cooperation, competition, control, curiosity and challenge).

Tutor - Algebra & Statistics

Greenville Technical College

August 2016 to Current

Following school curriculum, tutor university transfer students in both Algebra & Statistics.

Senior Marketing Manager

American Express

November 2000 to May 2004

Effectively managed and optimized direct mail (1 million pieces per month), e-mail (250K per month), and SEM and display advertising campaigns ($100K average monthly spend) increasing balance transfer revenues from $2.6B to $3.2B.

·         Worked with Risk and Finance to micro-segment campaign audiences based on an internal credit scoring model (125 segments per campaign) with specific balance transfer APR’s and durations and executed these campaigns working with outside vendor (Epsilon) to personalize email and direct mail with dynamic content and variable data fields by producing data processing (DP) matrices.

·         Partnered with the Card Portfolio Managers (Blue, Delta, Optima, Costco, Cash Back, etc.), to develop impactful offers and promotions and worked cross functionally throughout the organization (matrixed) to implement cross-sell capabilities within different channels and customer touch points.

·         Improved online conversion rates by 65% by redesigning the landing pages with a focus on reducing bounce rates, minimizing click-streams and optimizing conversions by enhancing UI functionality, branding, content, navigation and transactional ease.

·         Conceived and launched a new targeted pricing program by reengineering how the credit card products were built on the Triumph and Legacy AR platforms while also developing a new customer risk scoring model (90-day tenure versus 6 months) allowing for enhanced pricing flexibility early in the customer lifecycle resulting in $600 million in incremental revenues and a 40% reduction in advertising expenses.

Marketing Director

Universal Supply Co.

March 2005 to November 2009

Helped Increase revenues from $115 million to $175 million through the creation of B2B multi-touch lead generation marketing campaigns targeting the decision-makers and influencers of large track-home builders, custom home builders, remodelers, general contractors, architects, engineers and commercial developers.  Generated and nurtured leads with personalized and engaging content at various stages of the buying and sales cycle (top-of-funnel, middle-of funnel, bottom-of-funnel) to convert marketing qualified leads (MQL) to sales qualified leads (SQL).

·         Developed and implemented a re-branding strategy based on competitive advantages and unique value propositions, consistently communicating this at all customer touch points and augmented the rebranding by developing value-added programs for our customers such as rewards & rebates, marketing co-op, customer lead referrals, new product training webinars, marketing and solution selling skills seminars, manufacturer sponsored installation certification programs and architect CE classes.

·         Working with the product managers, sales managers, and retail locations, performed product marketing across sixteen product categories, multiple brands and hundreds of products by targeting the customer with relevant and engaging content based on demographics, firmographics, behavior and buying cycle stage to successfully identify/create need and communicate benefits to meet need.

·         Helped increase sales team close rate from 32% to 46% by nurturing leads throughout the customer sales funnel and buying cycle.

·         Performed all traditional and digital marketing campaigns such as search engine marketing (SEM), search engine optimization (SEO), display advertising, remarketing, email, direct mail, social media, TV/radio spots, newspaper advertisement, trade magazines advertisements, retail/corporate events and association sponsorships.

• Managed the creation and content of all marketing collateral materials such as product catalogs, sales brochures, website, customized landing pages, sell sheets, retail POP displays, billboards, white papers, blogs, trade show materials, ad-specialty items, e-newsletters, online editorials, case studies, infographics, banner bugs, etc
  

Marketing Director

The DOE Fund

January 2011 to September 2017

Planned and execute B2B and B2C marketing strategies targeting the residents and small businesses in the markets the DOE Fund serves (New York City, Newark, Philadelphia) to generate revenues through donations. Primary content marketing strategy focused on creating awareness of the homeless epidemic through the identification and conveyance of societal issues related to homelessness (crime rates, decreased property values, mental illness, incarceration rates, costs, increasing taxes, etc.) and positioning the DOE Fund’s unique business model as a solution to this crisis. Using the Salesforce CRM platform, created measurable inbound and outbound integrated marketing campaigns to targeted audiences with personalized content based on behaviors throughout the buying life cycle.

·         Helped grow annual operating income from $40 million to $68 million from 2011 to 2016.

·         Improved email open rates from 17% to 32%, CTR% from 2.3% to 3.4% and CR% from 5.6% to 8.9% by micro-segmenting audiences to deliver prospects and customers with personalized, relevant and engaging content.

·         Improved Search Engine Marketing (PPC) CTR% from .1.7% to 2.6%, CR% from 2.1% to 3.9% and ROAS from 147% to 278% continuously optimizing keywords, bidding, position, day-parting, match-type, ads, and customizing landing pages.

·         Used remarketing and direct placement (NY Post, NY Daily News, Village Voice, Philadelphia Inquirer, NYC Department of Homeless Services – DHS, etc.) to improve online display advertising CTR% from .12% to .28%, CR% from 1.8% to 3.1% and ROAS by 240%.

·         Established a unified and integrated approach to marketing by implementing a cross-functional weekly content strategy meeting that reviewed recent campaign results (email, PPC, Social), planned/scheduled future content based on these results, decided which social media content to boost (paid) based on engagement/reaction rates of organic content, anticipated needed content based on seasonality and product promotional campaigns, and ensured consistent messaging across all channels and departments.

·        Created and published organic & paid content (Facebook, Twitter, LinkedIn, YouTube) to attract, acquire and engage clearly defined target audiences to drive profitable customer actions.