Vice President, Online Marketing and Product Management at backgroundchecks.com
April 2009 - Present | Dallas, TX
backgroundchecks.com provides a Software as a Service (SaaS) order platform and XML based API solutions for data driven on demand employee, volunteer and contractor criminal background screening, drug testing and employment, education and identity verification services as well as consumer self checks.
I am responsible for ecommerce sales, partner management, CRM and product management for the B2C channel as well as product management and CRM for our B2B channels. Currently executing various conversion rate optimization projects, developing new products and adding new site functionality and external facing web services for backgroundchecks.com, a sister company to General Information Services (www.geninfo.com).
Main areas:
* Definition of product vision, strategy and road map
* Design and implementation of new background check functionality across web and mobile platforms.
* Direct and lead technology and creative resources spread across two locations in Texas and South Carolina to recommend specific changes to improve features, product functionality, user flow and site conversion
* Ongoing site satisfaction analysis to shape and inform the overall user experience of backgroundchecks.com
* Product requirement definition and prioritization using agile development methodology.
* Identify and prioritize areas for site improvement -- (includes landing page optimization, enhancements to front end pages, and improvements in cart & checkout processes)
* Lead creation and completion of Multivariate and A/B testing (from hypothesis creation to influencing creatives to identifying success metrics)
* Managed multiple point releases and one major release of the service from concept to launch, including writing PRDs, driving cross-functional teams and determining key tradeoffs.
Vice President at RelyID
April 2009 - Present | Dallas, TX
RelyID offers XML based API solutions for online age and identity verification and authentication in conjunction with offline manual identity verification.
I am responsible for both business development, product management and marketing and website operations including development of practical, technically feasible, and policy and law compliant online product solutions and web based services for RelyID's online identity verification and authentication solutions.
* Managed multiple point releases and one major partner integration of the service from concept to launch, including writing PRDs, driving cross-functional teams and determining key tradeoffs.
* Business owner for our agile development teams
Director - Web Marketing & CRM at DYMO - A Newell Rubbermaid Company
August 2005 - March 2009 | Stamford, CT
In Newell Rubbermaid's technology business unit, I oversaw the global strategy definition and execution of our e-commerce, e-marketing and e-communications infrastructure, plans and activities for 20+ international sites. I had P&L responsibility for DYMO's US direct to consumer sales and execution of interactive marketing, online merchandising and e-mail marketing activities. Led globally distributed product development organization that was responsible for all major site functionality and user experience enhancements.
* Increased web revenue by double digits and achieved 2005, 2006 and 2007 revenue targets. Maintained 2008 web revenue at 2007 levels.
* Launched personalized MyDYMO (www.dymo.com/mydymo) owner?s pages resulting in triple digit % revenue growth vs. non personalized supplies and accessory sales
* Initiated DYMO first event-based personalized e-communication programs
*Experienced in managing inhouse, ad-hoc project teams and agency dedicated resources, locally as well as remotely for our international sites.
* Oversaw Newell Rubbermaid and DYMO.com web platform vendor selection and development
Director, Strategic Consulting at Blast Radius
October 2002 - September 2005 | Amsterdam, The Netherlands
I defined strategy and oversaw the execution for the majority of European based clients, coordinating the work of globally distributed design and development teams in The Netherlands and Canada. I also provided online marketing advice for clients like Nike-Philips, Tom Tom and Ilse (the largest Dutch search engine).
? Developed community and loyalty website concepts for Nintendo of Europe resulting in the concept being claimed by Forrester as the best practice for connecting with users online in their Tipping Point report.
? Defined quick win e-commerce recommendations for DYMO resulting in a 10% increase in average order value. As a result, DYMO let Blast Radius redesign their website.
? Carried out vendor selection and subsequently defined modular web platform for Esselte?s office product multi-country multi-brand websites.
? Oversaw the creation and phased implementation of a single sign on eCRM infrastructure for Electronic Arts in Europe for product registration, community sites and sweepstakes entries unifying consumer data in one system.
Practice leader CRM at Molenaar & Lok Consultancy
October 2001 - August 2002
Responsible for transforming their existing services into solutions offerings for e-Business, fulfillment and CRM.
* Developed an integral CRM offering for the Molenaar & Lok Group of companies; the CRM roadmap to ROI, centered on creating and maintaining the business case for CRM projects.
Sales and Marketing Manager Benelux at MessageMedia (now Doubleclick)
September 2000 - August 2001
Based on a consultancy led approach, MessageMedia delivered packaged software licenses, a SaaS platform and outsourcing services for e-mail marketing campaigns. I launched the email marketing company in the Netherlands and executed and oversaw all sales, marketing and consultancy activities.
* Major client wins including Air Miles, KPN ? Het Net, SNS Bank, Wellowell.nl, Transavia airlines, VNU, Postbank, BP ? Freebees and BOL.
In addition I personally advised various customers as well as my previous employer VODW Marketing on the aspects of e-mail marketing and the integration of email into overall communication strategies.
In Q3 2001 MessageMedia was taken over by Doubleclick.com and the majority of the European organisation was dismantled.
Senior Consultant and Manager Competence Center at VODW Marketing
August 1998 - August 2000
Based on early consulting success, recognized published e-commerce ROI models and speaking engagements, I got responsibility for setting up, managing and marketing a new competence center for electronic customer interaction, with a focus on e-mail marketing & management. I acquired new clients, lead and facilitated client workshops and project managed the implementations.
* Launched the first transaction based website for Transavia Airlines in under three months
* Developed inbound and outbound email communication concepts and plans for Air Miles - Loyalty Management Netherlands reducing reliance on print and mail
* Designed multi-channel CRM strategy and concepts for the consumer and small business market for ING Bank
* Developed an inbound e-mail strategy and business model for KPN - Royal Dutch Telecom call centers, leading to a 50% reduction in time / resources needed to answer emails
Marketing and Sales Consultant at Cap Gemini
August 1997 - August 1998
Recruited by Cap Gemini to join a five-person task force to develop the first financial e-commerce services. As part of the team, I focused on sales consultancy for the Finance division's account teams, product development and marketing communication of Cap Gemini?s financial electronic commerce services.
? Coordinated the design and implementation of a company wide electronic commerce portal
? Project managed on time and on budget the implementation of an internal Internet bank pilot.
Client manager at ICL - Fujitsu
July 1995 - July 1997
I joined ICL in the UK as part of their international graduate program and acted as the primary interface between Shell in Eastern Europe and the ICL organization.
? Independently implemented and managed a web site for the unit, drawing senior Shell management attention to ICL's wider portfolio of services.
Drill Sergeant at Dutch Army - Center for Peace Keeping Operations, E-company
March 1994 - March 1995
As part of the compulsory Dutch draft I got an officer's training and was subsequently assigned responsibility for training and education of staff officers prior to international mission deployments.
* All troops trained by me in E-company returned safely from overseas deployment
* Selected to be a member of the CVV taskforce, assigned to professionalize the education process and the positioning of the Dutch army's and air force's only training center for international (peace keeping) assignments and deployments.
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