Functional Skills
Business Analysis
Business Development
Business Operations
Campaign Optimization
Change Management / Org Design
Content Marketing
Data Strategy
Data Visualization / Reports
Digital Transformation
Market Research
Marketing Strategy
Product Development
Project Management
Customer Experience
Go-to-market Strategy
Software Skills
Google Analytics
Data visualization
Google Adwords
Tableau
Content Management Systems (CMS)
Sector Experience
Business Services
Consumer Goods
Financial Services
Media & Entertainment
Technology
Languages
English
Fortune 500
Experience
BDC Digital Solutions
Marketing
Fractional Chief Marketing Officer & Managing Director
1/2024 - Present
• Led structured media test engagements and Commercial Due Diligence (CDD) projects for private equity-backed (PE) firms to evaluate customer acquisition strategies, digital market scalability, and brand positioning ahead of investment or growth initiatives.
• Engaged to lead a 120-day strategic delivery engagement for a $1B professional services firm undergoing leadership transition. Assessed 12+ digital HR tools across 3 product teams, identified 8 high-priority improvement areas, and recommended a reorganization roadmap projected to improve internal delivery timelines by 15–20% and boost platform engagement by 10% within 6 months.
• Collaborated with senior leadership to define a future-state product operating model and governance structure, aligning 5 cross-functional teams. Created a strategic playbook to enhance team coordination and prioritization, forecasted to reduce delivery cycle delays by 10– 15% and increase stakeholder alignment across business, technology, and CX units.
• Delivered actionable insights and GTM recommendations via rapid audits of paid media performance, MarTech stack readiness, customer segmentation, and competitive digital benchmarks.
• Applied digital strategy and transformation expertise across platform design, operating model development, and data-driven marketing supporting clients with scalable, insight-led solutions.
• Developed service and solution offerings that assist organizations in optimizing digital platforms, enhancing custome
• Engaged to lead a 120-day strategic delivery engagement for a $1B professional services firm undergoing leadership transition. Assessed 12+ digital HR tools across 3 product teams, identified 8 high-priority improvement areas, and recommended a reorganization roadmap projected to improve internal delivery timelines by 15–20% and boost platform engagement by 10% within 6 months.
• Collaborated with senior leadership to define a future-state product operating model and governance structure, aligning 5 cross-functional teams. Created a strategic playbook to enhance team coordination and prioritization, forecasted to reduce delivery cycle delays by 10– 15% and increase stakeholder alignment across business, technology, and CX units.
• Delivered actionable insights and GTM recommendations via rapid audits of paid media performance, MarTech stack readiness, customer segmentation, and competitive digital benchmarks.
• Applied digital strategy and transformation expertise across platform design, operating model development, and data-driven marketing supporting clients with scalable, insight-led solutions.
• Developed service and solution offerings that assist organizations in optimizing digital platforms, enhancing custome
Marsh & McLennan
Marketing
Global Head of Marketing Strategy and Digital Transformation
7/2023 - 9/2024
• Spearheaded the digital business transformation of Marsh McLennan's global digital landscape as part of a Center of Excellence, implementing a data-driven strategy that delivered significant growth and efficiency. Collaborated with teams across all regions to design, execute, and optimize paid media campaigns, resulting in a 161% increase in traffic volume and a 44% surge in qualified leads. Managed 3 global teams of 60 SMEs skilled in digital platform strategy and delivery, product design, content management, customer experience, and customer journey mapping.
• Built, deployed, and led the adoption of an automated platform operating model and governance framework that was integrated in the workflow management system allowing further streamlining of marketing operations resulting in a reduction to campaign launch time by 38%
and achieved 98% employee acceptance of the automated operating model, enhancing productivity, and streamlining project and campaign execution.
• Enhanced data privacy protocols by deploying the Osano Data Privacy Management platform, including real-time cookie-consent management across the enterprise, resulting in a reduction of data privacy incidents by 21% and leveraged platform automation features to reduce time spent and resources consumed.
• Piloted the development and rollout of a best-in-class customer experience design system, encompassing over 450 UI components and 60 component types, branding guidelines, interaction paterns, and accessibi
• Built, deployed, and led the adoption of an automated platform operating model and governance framework that was integrated in the workflow management system allowing further streamlining of marketing operations resulting in a reduction to campaign launch time by 38%
and achieved 98% employee acceptance of the automated operating model, enhancing productivity, and streamlining project and campaign execution.
• Enhanced data privacy protocols by deploying the Osano Data Privacy Management platform, including real-time cookie-consent management across the enterprise, resulting in a reduction of data privacy incidents by 21% and leveraged platform automation features to reduce time spent and resources consumed.
• Piloted the development and rollout of a best-in-class customer experience design system, encompassing over 450 UI components and 60 component types, branding guidelines, interaction paterns, and accessibi
Marsh & McLennan
Marketing
Regional Head of Digital Marketing
9/2022 - 3/2024
• Led digital marketing and MarTech efforts including marketing strategy and planning in North America including Canada, Mexico, and the United States across all LOBs including Wealth, Health, and Career.
• Managed and mentored a team of (6) marketers responsible for developing omni-channel marketing campaigns in a variety of channels such as social media, PPC, programmatic display, and content marketing in addition to collaborating with LOB stakeholders.
• Developed training modules and programs for current and prospective colleagues to enhance digital marketing and data analytics knowledge and instill a culture of continuous improvement.
• Restructured company website introducing a modern and engaging customer experience with improved navigation and geo-personalization at the country and regional level.
• Improved digital campaign CTR performance by 52% and conversion rate by 15% while reducing marketing expenditures by 45%.
• Managed and mentored a team of (6) marketers responsible for developing omni-channel marketing campaigns in a variety of channels such as social media, PPC, programmatic display, and content marketing in addition to collaborating with LOB stakeholders.
• Developed training modules and programs for current and prospective colleagues to enhance digital marketing and data analytics knowledge and instill a culture of continuous improvement.
• Restructured company website introducing a modern and engaging customer experience with improved navigation and geo-personalization at the country and regional level.
• Improved digital campaign CTR performance by 52% and conversion rate by 15% while reducing marketing expenditures by 45%.
AIA Insurance Group (HKEX: 1299)
Marketing
Group Director, Digital Marketing
1/2021 - 10/2022
• Led AIA's enablement and digital transformation of all digital marketing strategy, planning, operations, and MarTech solutions within the regional Center of Excellence, and work closely with LBU bancassurance, corporate solutions and digital platforms and partnerships distribution teams across (18) APAC markets on digital marketing campaign design/planning, performance tracking, data analytics, and campaign effectiveness to deliver optimal marketing and business outcomes.
• Crafted behavioral lead acquisition program designed to recapture consumer interest via retargeting featuring relevant and engaging content resulting in a 20X uplift in CTR with an additional improvement of 300% in lead conversion.
• Developed and deployed automated social media chatbot program constructed to drive sales transactions resulting in a 10% CTR, 3% penetration rate as well as a 22% conversion rate with an average closing time of 7 minutes.
• Collaborated, leveraged, and led Customer Experience and Product Proposition teams to uncover data insights, customer segmentation models, consumer behaviors, and map customer journeys across all marketing channels and customer touch points including conversion points and sales
funnels. Provide SME leadership and support to LBUs to increase site visitors, lead generation, create deeper engagement, and improve online lead conversions and develop best practices.
• Managed and supported BU digital marketing teams, business partners, and external agencie
• Crafted behavioral lead acquisition program designed to recapture consumer interest via retargeting featuring relevant and engaging content resulting in a 20X uplift in CTR with an additional improvement of 300% in lead conversion.
• Developed and deployed automated social media chatbot program constructed to drive sales transactions resulting in a 10% CTR, 3% penetration rate as well as a 22% conversion rate with an average closing time of 7 minutes.
• Collaborated, leveraged, and led Customer Experience and Product Proposition teams to uncover data insights, customer segmentation models, consumer behaviors, and map customer journeys across all marketing channels and customer touch points including conversion points and sales
funnels. Provide SME leadership and support to LBUs to increase site visitors, lead generation, create deeper engagement, and improve online lead conversions and develop best practices.
• Managed and supported BU digital marketing teams, business partners, and external agencie
BDC Digital Solutions
Marketing
Fractional Chief Marketing Officer and Managing Director
8/2012 - 12/2020
• Designed, implemented, managed, and optimized SEM programs increasing revenue 542%, sales transactions by 398%, and AOV by 30% while maintaining a marketing spend at under 5% of total revenue. Developed paid search strategies and tactics to improve ROI such as audience profiling; campaign ad types; UTM parameter tracking; bid strategy; ad extensions (i.e., callouts, sitelinks, structured snippets) and keyword match types.
• Crafted and deployed lead generation and nurturing email marketing automation program. Designed workflows and triggers resulting in a 2X increase in open rate, 4X increase in CTR, 125% increase in conversion rate and no negative impact on unsubscribe rates.
• Crafted location-based geo-fencing marketing program combining raw location data with precision targeting designed to encourage offsite brick and mortar visits and mobile app adoption resulting in a 2X increase in revenue at retail locations, 93% improvement in app adoption, and 3X increase in mobile app registrations for a connected devices platform.
• Led, managed, and developed GTM and O2O strategy, deployment, and implementation of field marketing with a team of (75) individuals combining digital, offline, and agile marketing practices resulting in improved scalability and efficiency in North America and the Center of Excellence.
• Built mobile push notification marketing campaign growing app registrations with a 40% increase in conversion from app install to app registration.
• Developed e
• Crafted and deployed lead generation and nurturing email marketing automation program. Designed workflows and triggers resulting in a 2X increase in open rate, 4X increase in CTR, 125% increase in conversion rate and no negative impact on unsubscribe rates.
• Crafted location-based geo-fencing marketing program combining raw location data with precision targeting designed to encourage offsite brick and mortar visits and mobile app adoption resulting in a 2X increase in revenue at retail locations, 93% improvement in app adoption, and 3X increase in mobile app registrations for a connected devices platform.
• Led, managed, and developed GTM and O2O strategy, deployment, and implementation of field marketing with a team of (75) individuals combining digital, offline, and agile marketing practices resulting in improved scalability and efficiency in North America and the Center of Excellence.
• Built mobile push notification marketing campaign growing app registrations with a 40% increase in conversion from app install to app registration.
• Developed e
CheapCaribbean.Com (Hyat Hotels Corporation)
Marketing
Director of Partner Marketing
8/2011 - 8/2012
• Led all digital acquisition and advertising efforts, driving a 50% revenue increase (from $100M to $150M) while reducing marketing spend by 25% ($16M to $12M). Spearheaded the site redesign and A/B testing strategy, resulting in an 85% lift in conversion and 40% increase in AOV. Launched a performance dashboard integrating Google Analytics, Tableau, and proprietary
tools. Oversaw cross-border teams to execute omni-channel campaigns (SEO, PPC, display, email, DSPs) and deployed segmentation strategies that improved ROI and customer engagement.
tools. Oversaw cross-border teams to execute omni-channel campaigns (SEO, PPC, display, email, DSPs) and deployed segmentation strategies that improved ROI and customer engagement.
True.com
Marketing
Senior Director of Performance Marketing
6/2004 - 6/2011
• Directed digital performance marketing for a high-growth, subscription-based business with team of 5 direct reports. Designed, implemented, managed, and optimized SEM programs increasing revenue 542%, sales transactions by 398%, and AOV by 30% while maintaining a marketing spend at under 5% of total revenue. Developed an annual media budget of $85M. Scaled the member base from 50K to over 35M and grew active subscribers to over 400K through data-driven channel optimization and A/B testing. Expanded the affiliate network to 20K partners and increased affiliate revenue share from 2% to 20% while reducing CPA by 50% and increasing CTR by 150%. Oversaw vendor selection, negotiation, and management across CPC, CPA, CPM, and hybrid pricing models.