Brion Roberto, Finance Expert in New York, NY, United States
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Brion Roberto

Verified Expert  in Finance

Management Consulting Expert

Location
New York, NY, United States
Toptal Member Since
April 12, 2023

Brion is a strategy and management expert with 20+ years of executive experience bolstering companies such as Diageo, Boston Consulting Group, Flatiron Health, and The Washington Post by exceeding goals, expanding into new markets, and significantly increasing profits. He has managed dispersed cross-functional teams to deliver large-scale award-winning programs that have transformed organizations globally. Brion enjoys sharing his experience and innovative strategies to catapult client growth.

Career Highlights

CMO
Stealth Tech Startup

Case Studies

Work Experience

Senior Expert Consultant

2022 - PRESENT
TCGen
  • Collaborated with clients to develop new product operating models and management strategies to transform their businesses.
  • Performed extensive analysis and assessment evaluations of the client's current operating states, including interviews, project deep dives, and metrics reviews.
  • Developed strategic roadmaps to deliver continuous improvements.
  • Presented results to CIO and executive steering committees.
Focus areas: Product Management, Senior Executive Management, Strategy, Management, Business Transformation, Microsoft PowerPoint, Organizational Design, Valuation, Total Addressable Market (TAM), Email Marketing, Process Improvement, Sales

Marketing Consultant

2022 - 2023
Trillium Beverages Pvt
  • Created strategic recommendations for the CEO on GTM, market research and personas, and product strategy.
  • Managed agency and developed a new creative platform and media buying strategy.
  • Set up key partnership and co-branding opportunities to build reputation and affinity marketing.
  • Created an annual marketing plan for premium hard cider. Shifted budget to focus on high-growth activities to expand the footprint and reach new customer segments.
  • Recommended a new marketing stack to improve performance marketing.
Focus areas: Market Research & Analysis, Marketing, Digital, Product Strategy, Total Addressable Market (TAM), Food & Beverage, Luxury Goods, Email Marketing

Expert Brand Consultant

2022 - 2022
BCG
  • Created a new brand while collaborating with the executive team, including defining the mission, values, positioning, personality, tone, and archetype.
  • Grew demand generation and organic leads by more than 50%.
  • Created a new brand campaign by developing a strategy and selecting and managing an advertising agency for success.
  • Managed creative and media agencies for primary research, strategy, creative platform development, campaign strategy, and execution. Initiated new interim campaigns, driving demand using paid search and LinkedIn.
  • Invented a new product category, SaaS naming, and pricing tiers.
  • Developed an exhaustive competitive analysis of more than 20 companies to determine differentiation in a crowded space.
  • Conducted interviews with over 25 team members to define sentiment, marketing, and branding baseline to inform an overall strategy.
Focus areas: Branding, Brand Marketing, Digital Advertising Platforms, Web UX, Omnichannel Marketing, Marketing, Brand Strategy, Strategy, Research, User Interviews, Primary Research, LinkedIn Marketing, Programmatic Marketing, Paid Search, Conceptualization, UX Specifications, Ideation, Specs, Web Content, Business Consulting, Project Reporting, Marketing Communications (MarCom), Microsoft PowerPoint, Total Addressable Market (TAM), Email Marketing, Process Improvement

CEO

2021 - 2022
Louder.ai
  • Led conceptualizing, development, and execution of the world's first crowdfunded advertising platform.
  • Raised capital with investors to advance the platform's development, increase operational capabilities, and support business development efforts.
  • Created brand name and positioning under the name Ad Your Voice.
  • Hired and negotiated contracts with the tech development team. Orchestrated product strategy and go-to-market (GTM).
  • Developed the GTM strategy and secured new customers.
Focus areas: Advertising Technology (Adtech), Senior Executive Management, Strategy, Product-market Fit, Valuation, Sales

Head of Product Management

2021 - 2022
Clear Health Inc
  • Collaborated with the executive team to develop a roadmap for the minimum viable product (MVP) and three additional releases.
  • Identified and defined new market opportunities, regulatory compliance approaches, and business model enhancements.
  • Ensured the development met best practices for agile development, quality assurance (QA), testing, and releases.
  • Drove strategy and credential approach to win architecture approval from key clients.
Focus areas: Product Management, Product Strategy, User Experience (UX), Startups, Product Consultant, Project Management, Product Owner, SaaS, Agile, Software as a Service (SaaS), Agile Project Management, Paid Advertising, Websites, SEO Tools, Stakeholder Management, Scrum, Growth Marketing, User Interface (UI), Digital Advertising, Market Research & Analysis, Business Strategy, Digital Marketing Strategy, Business Models, Team Leadership, Advertising, A/B Testing, Product Design, Feature Roadmaps, Ideation, Product Ownership, Key Performance Indicators (KPIs), Minimum Viable Product (MVP), Go-to-market Plans, Project Timelines, Product Roadmaps, User Stories, Data Analytics, Social Media, Growth Strategy, Head of Product, Business Consulting, Product Growth, Customer Research, Business Planning, Focus Groups, Growth Hacking, Consulting, Data Analysis, React, Requirements Analysis, Customer Experience, Pricing Strategy, Market Fit, Health IT, Product Requirements Documentation (PRD), APIs, Lean Startups, Value Proposition, Stakeholder Engagement, Presentations, Pitch Decks, Vision Development, Website Traffic, Google Analytics 4, Key Performance Metrics, Medical Software, Medical Applications, New Product Rollout, Feature Backlog Prioritization, Web & Mobile Applications, Discovery Workshops, Negotiation, Customer Acquisition, Audience Targeting, Monetization Models, Launch Strategy, Marketing Plans, SaaS Product Marketing, MVP Design, Growth, Web Applications, New Product Development, Go-to-market Optimization, Market Strategy and Research Product Manager, Workshops, Integration, Health Insurance, Insurance, Customer Analysis, Direct to Consumer (D2C), Customer Journeys, App Development, User Personas, ROI, Workflow, Workflow Tools, Software Development Management, Customer Segmentation, Brand Strategy, Mobile App Development, Sprint Planning, Agile Leadership, Feature Planning, Technical Requirements, Scope Management, Feasibility Studies, Cross-functional Collaboration, Pricing, Product Strategy Consultant, Coaching, UX Specifications, Specs, WordPress, Healthcare, Consumer Health, Mergers & Acquisitions (M&A), Email Marketing, Process Improvement

Head of Digital Products | Senior Director

2021 - 2022
Scarlet Health
  • Led ten product teams for innovative, mobile, on-demand diagnostics and provider hub and launched three new products in six months.
  • Developed industry-leading product and data management roadmap.
  • Improved velocity of product development and releases by more than 15%.
  • Introduced full-scale Agile methodologies for developing products.
  • Launched a new API marketplace for providers and payers.
  • Increased net promoter score (NPS) by more than 20% and doubled patient retention.
Focus areas: Product Management, Strategy, Marketing, Product Consultant, Project Management, SaaS, Agile, Software as a Service (SaaS), Agile Project Management, Paid Advertising, Analytics, Websites, SEO Tools, Branding, Web Content, Stakeholder Management, Scrum, Growth Marketing, User Interface (UI), Operations, Marketing Strategy, Digital Advertising, User Experience (UX), Market Research & Analysis, Web Analytics, Business Strategy, Digital Marketing Strategy, Business Models, Vendor Management, Team Management, Team Leadership, A/B Testing, Product Design, Feature Roadmaps, Product Ownership, Omnichannel Marketing, Key Performance Indicators (KPIs), Minimum Viable Product (MVP), Go-to-market Plans, Project Timelines, User Interviews, Product Roadmaps, User Stories, Data Analytics, Product Strategy, Social Media, Growth Strategy, Startups, Business Consulting, Product Growth, Customer Research, Business Planning, Focus Groups, Project Planning, Growth Hacking, eCommerce, Consulting, Data Analysis, Requirements Analysis, Customer Experience, Pricing Strategy, Market Research, Market Fit, Personas, Voice of the Customer (VoC), User Feedback, Mobile Applications, Product Requirements Documentation (PRD), APIs, Lean Startups, Brand Positioning, Value Proposition, Stakeholder Engagement, Presentations, Pitch Decks, Vision Development, Strategic Initiatives, Hotjar, Website Traffic, Google Analytics 4, Revenue Strategy, Website Conversion, Key Performance Metrics, Logistics, Scheduling, Medical Software, Medical Applications, Channel Strategy, New Product Rollout, Feature Backlog Prioritization, Web & Mobile Applications, Discovery Workshops, Negotiation, Customer Acquisition, Two-sided Marketplaces, Monetization Models, Launch Strategy, Marketing Plans, SaaS Product Marketing, MVP Design, Mentorship, Growth, Web Applications, New Product Development, Go-to-market Optimization, Market Strategy and Research Product Manager, Workshops, Cross-functional Team Leadership, Integration, Health Insurance, Insurance, B2B Product Management, Conversion Rate Optimization (CRO), Customer Journeys, App Development, Management Consulting, ROI, Data Strategy, Workflow, Workflow Tools, Operations Improvement, Product Operations, Software Development Management, Chief Product Officer (CPO), Brand Strategy, Mobile App Development, Sprint Planning, Agile Leadership, eCommerce UX, Feature Planning, Technical Requirements, Scope Management, Product Coach, Cross-functional Collaboration, Director of Product, Pricing, Product Strategy Consultant, Business Administration, Coaching, Conceptualization, UX Specifications, Model View Presenter (MVP), Specs, WordPress, Market Demand, Healthcare, Consumer Health, Microsoft PowerPoint, Organizational Design, Valuation, Email Marketing, Process Improvement

Healthcare Product Management Consultant

2021 - 2021
Flatiron
  • Advised executive team on product strategy, roadmap, and execution for electronic health record (EHR) products, processes, and approaches.
  • Managed development and testing teams to create new products and meet regulatory requirements.
  • Drove digital innovation to support oncology ambulatory private practices.
  • Met Health Level 7 (HL7) and government-mandated ONC15 compliance requirements.
  • Developed launch plans and product roadmaps with cross-functional internal stakeholders.
Focus areas: Product Management, Product Strategy, Product Consultant, Communication, Web Content, Business Models, Ideation, Business to Business (B2B), Business Consulting, IT, EMR, Electronic Health Records (EHR), HIPAA Compliance, Feature Planning, Technical Requirements, Scope Management, Product Coach, Feasibility Studies, Cross-functional Collaboration, Pricing, Product Strategy Consultant, Coaching, UX Specifications, Market Demand, Business Transformation, Healthcare, Consumer Health, Email Marketing, Process Improvement

CMO

2020 - 2021
Stealth Tech Startup
  • Collaborated with the CEO and product development team to develop a clear pricing and positioning strategy.
  • Developed successful pricing and positioning of a new product category, raising funds and achieving market adoption.
  • Created a GTM plan and developed an investor deck.
  • Designed, led, and fielded primary research to develop subscription models.
  • Delivered recommended ranges for pricing to achieve desired market penetration and profit margin.
Focus areas: Marketing, Chief Marketing Officer (CMO), Business Plan Consulting, Web Marketing, Digital Marketing Strategy, Digital Advertising, Startups, Business Transformation, Total Addressable Market (TAM), Luxury Goods

Product Manager | Marketing Strategist

2020 - 2021
Farr Capital LLC
  • Drove the product roadmap and marketing strategy to launch a competitive recreational vehicle (RV) renting marketplace and improve the end-to-end experience for both hosts and guests.
  • Developed new features and functionalities to provide innovation in the market.
  • Refined the business model with the CEO to create a differentiated offering in the market.
  • Created a new, unique brand while working with the CEO and designer.
  • Initiated and conducted primary qualitative research using 1-on-1 interviews and a discussion guide.
  • Conceived a pricing model to carve a unique position.
  • Built a marketing plan and strategy to introduce the brand and garner market share with an economical, high return on investment (ROI) model.
Focus areas: Marketing, Product Management, Product Marketing, Branding, Business Strategy, Web UX, Startups, Brand Strategy, Omnichannel Marketing, Product Consultant, Agile Product Management, Agile, Software as a Service (SaaS), Paid Advertising, Digital Marketing, Organic SEO, Analytics, Websites, SEO Tools, Web Content, Digital Advertising, Business Models, Vendor Management, Advertising, Digital Product Management, Ideation, Product Ownership, Go-to-market Plans, Technical Product Management, User Interviews, Business Consulting, Product Growth, Growth Hacking, Market Fit, Two-sided Marketplaces, Marketplace Platforms, Audience Targeting, Monetization Models, Launch Strategy, Marketing Plans, SaaS Product Marketing, MVP Design, Growth, Web Applications, New Product Development, Go-to-market Optimization, Growth Marketing Product Manager, Market Strategy and Research Product Manager, Integration, Insurance, Customer Analysis, Customer Insights, Conversion Rate Optimization (CRO), Customer Journeys, Management Consulting, User Personas, ROI, Workflow, Operations Improvement, Software Development Management, Business to Consumer (B2C), Sprint Planning, Feature Planning, Product Strategy Consultant, UX Specifications, Specs, Market Demand, Total Addressable Market (TAM), Luxury Goods

CEO | COO | Head of Product and Marketing

2018 - 2020
Urban IQ
  • Co-founded an international adtech startup focused on building a marketplace for the digital out-of-home (DOOH) industry.
  • Created trademark and two US patent pending technologies, offering programmatic DOOH buying, data intelligence, and proof of play.
  • Built an innovative SaaS platform from brand-new and clean code.
  • Established a partner network of 20+ publishers with 100,000+ screens.
  • Led a team of nine in the company based in New York and with an office in India.
  • Tested and created a powerful but streamlined user journey for purchasing advertising and campaign management.
  • Conceived, wrote, and pitched press releases, driving coverage from 100+ media outlets and a potential audience reach of 10,000,000+.
Focus areas: Marketing, Chief Marketing Officer (CMO), Product Management, Product Strategy, Leadership, User Experience (UX), Team Leadership, Web Marketing, Startups, Brand Strategy, Senior Executive Management, Project Management, SaaS, Agile, Software as a Service (SaaS), Agile Project Management, Paid Advertising, Communication, Organic SEO, Analytics, Websites, SEO Tools, Branding, Marketing Analytics, Stakeholder Management, Scrum, Growth Marketing, Operations, Marketing Strategy, Digital Advertising, Market Research & Analysis, Business Strategy, Digital Marketing Strategy, Business Models, Vendor Management, Team Management, Strategy, Advertising, A/B Testing, Product Design, Digital Product Management, Feature Roadmaps, Ideation, Product Ownership, Business to Business (B2B), Key Performance Indicators (KPIs), Minimum Viable Product (MVP), Go-to-market Plans, Project Timelines, Technical Product Management, Product Roadmaps, User Stories, Data Analytics, Optimization, Entrepreneurship, Social Media, Growth Strategy, Head of Product, Product Growth, Customer Research, Business Planning, Focus Groups, Project Planning, Team Mentoring, Growth Hacking, Lead Generation, Marketplaces, Consulting, Data Analysis, Requirements Analysis, Customer Experience, Go-to-market Strategy, Pricing Strategy, Market Fit, B2B, SEO Marketing, Customer Interviews, Voice of the Customer (VoC), User Feedback, Mobile Applications, Social Networks, Product Requirements Documentation (PRD), APIs, Lean Startups, Brand Positioning, Value Proposition, Stakeholder Engagement, Presentations, Pitch Decks, Vision Development, Shopify, Google Analytics 4, Revenue Strategy, Website Conversion, Key Performance Metrics, Scheduling, Channel Strategy, New Product Rollout, Feature Backlog Prioritization, Discovery Workshops, Negotiation, Customer Acquisition, Native Ads, Audience Targeting, Monetization Models, Launch Strategy, Marketing Plans, SaaS Product Marketing, MVP Design, Mentorship, Growth, Web Applications, New Product Development, Go-to-market Optimization, Growth Marketing Product Manager, Market Strategy and Research Product Manager, Cross-functional Team Leadership, B2B Product Management, Conversion Rate Optimization (CRO), User Personas, ROI, Data Strategy, Sales Enablement, Sales, Workflow Tools, Product Operations, Software Development Management, Customer Segmentation, Chief Product Officer (CPO), Partnerships, Mobile App Development, Sprint Planning, Agile Leadership, Demand-side Platforms (DSPs), Feature Planning, Technical Requirements, Scope Management, Product Coach, Feasibility Studies, Director of Product, Product Strategy Consultant, Business Development, Coaching, Conceptualization, UX Specifications, Specs, Market Demand, Marketing Communications (MarCom), Microsoft PowerPoint, Organizational Design, Total Addressable Market (TAM), Email Marketing

Global Head of Digital Products and Multi-channel Marketing Strategy

2015 - 2018
Sanofi
  • Raised the digital and multi-channel capability for one of the world's premier life science companies in the pharmaceutical industry with $40 billion in revenue and 120,000 employees.
  • Devised, gained board approval, and implemented a 3-year, $75+ million digital transformation and omni-marketing strategy program, including strategy, communications, staffing plan, stakeholder management approach, and vendor selection criteria.
  • Oversaw a team of 10+ product managers in content marketing, data management, campaign management, mobile, social, webinar, messaging through email, analytics, organic search with SEO, and paid search.
  • Implemented Adobe Campaign Management with industry-first capabilities to connect with WeChat—1 billion+ users—, Line—a Japanese messaging app with 200+ million users—, and Veeva—a Salesforce third-party app for the pharma industry—in under a year.
  • Led the roll-out of the first enterprise-wide omni-campaign management system and digital product management. Developed the communication strategy, training material, and adoption.
  • Coached and provided growth opportunities for employees' development, for which I was recognized as a 2017 Talent Champion.
  • Proved that omnichannel marketing strategy over the traditional sales and marketing approach lifted revenue by over 10%.
  • Managed the mobile development and digital product teams, which delivered over 20 products.
  • Created global digital asset management (DAM) and a process to reuse images, photos, and content, resulting in over 15% cost savings and enhanced compliance.
  • Crafted data strategy and architecture and implemented new data tools, including a data management platform (DMP) using Adobe Audience Manager.
Focus areas: Marketing, Advertising Technology (Adtech), Marketing Technology (MarTech), Digital Marketing Strategy, Digital Marketing, Omnichannel Marketing, Team Leadership, Web Marketing, Digital Advertising Platforms, Marketing Mix, Brand Strategy, Agile, Agile Project Management, Communication, Organic SEO, Analytics, Websites, Branding, Marketing Analytics, Scrum, Growth Marketing, Search Engine Marketing (SEM), Operations, Marketing Strategy, Digital Advertising, User Experience (UX), Market Research & Analysis, Web Analytics, Business Strategy, Business Models, Vendor Management, Team Management, Strategy, Advertising, Digital Asset Management, Marketing Automation, Product Design, Digital Product Management, Feature Roadmaps, Ideation, Digital Transformation Program Management, Business to Business (B2B), Key Performance Indicators (KPIs), Minimum Viable Product (MVP), Project Timelines, Technical Product Management, User Interviews, User Stories, Data Analytics, Optimization, Product Strategy, Social Media, Growth Strategy, B2C, Product Growth, Consumer Products, Business Planning, Focus Groups, Project Planning, Team Mentoring, Growth Hacking, Lead Generation, eCommerce, Retail & Wholesale, Data Analysis, Requirements Analysis, Social Media Marketing (SMM), Customer Experience, Pricing Strategy, B2B, SEO Marketing, Customer Interviews, Voice of the Customer (VoC), Mobile Applications, Product Requirements Documentation (PRD), APIs, Brand Positioning, Value Proposition, B2B2C, Business to Business to Consumer (B2B2C), Stakeholder Engagement, Presentations, Vision Development, Strategic Initiatives, Website Traffic, Revenue Strategy, Logistics, Medical Software, Medical Applications, Channel Strategy, New Product Rollout, Feature Backlog Prioritization, Web & Mobile Applications, Discovery Workshops, Negotiation, Customer Acquisition, Native Ads, Launch Strategy, Marketing Plans, MVP Design, Mentorship, Growth, Web Applications, New Product Development, Growth Marketing Product Manager, China, Digital Agencies, Cross-functional Team Leadership, Project Portfolio Management (PPM), Customer Insights, B2B Product Management, Direct to Consumer (D2C), Conversion Rate Optimization (CRO), Customer Journeys, App Development, User Personas, ROI, Data Strategy, Sales Enablement, Workflow Tools, Operations Improvement, Product Operations, Software Development Management, Business to Consumer (B2C), Customer Segmentation, Chief Product Officer (CPO), Partnerships, Mobile App Development, Sprint Planning, eCommerce UX, Demand-side Platforms (DSPs), Technical Requirements, Scope Management, Product Coach, Feasibility Studies, Cross-functional Collaboration, Director of Product, Product Strategy Consultant, Business Administration, Coaching, Conceptualization, UX Specifications, Model View Presenter (MVP), Market Demand, Project Reporting, Business Transformation, Healthcare, Pharmaceuticals, Consumer Health, Marketing Communications (MarCom), Microsoft PowerPoint, Organizational Design, Mergers & Acquisitions (M&A), Email Marketing, Process Improvement

Global Digital Marketing and Innovation Director

2011 - 2015
Diageo
  • Built a global center of excellence in digital marketing for the world's largest spirits and beverages company, with $15+ billion in revenue and 40,000+ employees.
  • Developed a comprehensive enterprise global digital transformation program including the roadmap, brand architecture, data management, measurement and evaluation, best practice collaboration, and execution framework.
  • Supervised a team of 20+ based on five continents to deliver 1,000+ innovative campaigns in web, social, mobile, SEO, and CRM.
  • Delivered an ROI of more than 300% on digital marketing investments.
  • Accomplished a double-digit increase in engagement and sales via loyalty programs for Johnnie Walker, Single Malt Scotch, and Luxury Rums. Owned content-driven emails, events, partners, and special events.
  • Drove thought leadership and 10+ industry social and digital innovations. Developed mobile vouchering, Twitter age verification, Facebook listening studies, personalized QR codes, crowdsourced outlet mapping, and an ROI-based marketing mix.
  • Launched and expanded eCommerce sites to balance the scale with local market relevancy and commercial goals.
  • Expanded the digital footprint in emerging markets such as Turkey and East Africa through an intensive 4-month in-country program.
  • Improved analyst digital brand intelligence rankings of Smirnoff, Johnnie Walker, and Crown Royal to the top of their respective categories.
Focus areas: Marketing, Brand Marketing, Advertising Technology (Adtech), Marketing Technology (MarTech), Marketing Strategy, Digital Marketing, Digital Marketing Strategy, Leadership, User Experience (UX), Team Leadership, Web Marketing, Digital Advertising Platforms, Digital Advertising, Web UX, Marketing Mix, Brand Strategy, Omnichannel Marketing, Project Management, Communication, Organic SEO, Analytics, Websites, Branding, Marketing Analytics, Digital Strategy, Growth Marketing, Search Engine Marketing (SEM), Operations, Web Analytics, Business Strategy, Vendor Management, Team Management, A/B Testing, Digital Asset Management, Marketing Automation, Feature Roadmaps, Ideation, Digital Transformation Program Management, Consumer Packaged Goods (CPG), Digital Transformation, Key Performance Indicators (KPIs), Project Timelines, User Interviews, Product Roadmaps, Data Analytics, Optimization, Social Media, Growth Strategy, B2C, Consumer Products, Business Planning, Focus Groups, Project Planning, Team Mentoring, Growth Hacking, eCommerce, Retail & Wholesale, Data Analysis, Requirements Analysis, Social Media Marketing (SMM), Customer Experience, SEO Marketing, Customer Interviews, Voice of the Customer (VoC), User Feedback, Mobile Applications, Social Networks, Brand Positioning, Value Proposition, Business to Business to Consumer (B2B2C), B2B2C, Stakeholder Engagement, Presentations, Vision Development, Strategic Initiatives, Website Traffic, Website Conversion, Logistics, Channel Strategy, New Product Rollout, Feature Backlog Prioritization, Web & Mobile Applications, Discovery Workshops, Native Ads, Launch Strategy, Mentorship, Growth, Web Applications, New Product Development, Growth Marketing Product Manager, Market Strategy and Research Product Manager, Digital Agencies, Cross-functional Team Leadership, Project Portfolio Management (PPM), Customer Analysis, Customer Insights, Direct to Consumer (D2C), Conversion Rate Optimization (CRO), Customer Journeys, App Development, User Personas, ROI, Operations Improvement, Business to Consumer (B2C), Customer Segmentation, eCommerce UX, Demand-side Platforms (DSPs), Technical Requirements, Scope Management, Feasibility Studies, Cross-functional Collaboration, Conceptualization, UX Specifications, Market Demand, Project Reporting, Business Transformation, Marketing Communications (MarCom), Microsoft PowerPoint, Organizational Design, Food & Beverage, Luxury Goods, Mergers & Acquisitions (M&A), Email Marketing, Process Improvement

Digital Marketing Lead, Americas

2009 - 2010
Diageo
  • Promoted as a team manager of eight, based in New York, Miami, Sao Paulo, and Bogota.
  • Coached the team to deliver 200+ digital campaigns with a value of $20+ million.
  • Managed stakeholders and communications for digital marketing across 10+ countries, achieving an internal satisfaction rating of 4.2 out of 5, the highest in the world compared to peers.
  • Upskilled the team to create specialties across content marketing, mobile, analytics, social, search, paid advertising, innovation, and architecture.
  • Led an enterprise-wide project to migrate a legacy provider based in South Africa from a limited capability to a distributed global model using best-in-class technology, mobile device management (MDM), and REST API standards.
  • Launched new digital marketing channels and improved the quality of the existing ones, including web, mobile, social, messaging, and video.
Focus areas: Brand Marketing, Advertising Technology (Adtech), Marketing, Marketing Technology (MarTech), Marketing Mix, Digital Strategy, Digital Marketing, User Experience (UX), Team Leadership, Digital Advertising, Web UX, Brand Strategy, Project Management, Agile, Organic SEO, Analytics, Websites, Marketing Analytics, Stakeholder Management, Growth Marketing, Search Engine Marketing (SEM), Marketing Strategy, Web Analytics, Business Strategy, Vendor Management, Team Management, A/B Testing, Digital Asset Management, Marketing Automation, Feature Roadmaps, Ideation, Omnichannel Marketing, Consumer Packaged Goods (CPG), Key Performance Indicators (KPIs), Go-to-market Plans, Product Roadmaps, Optimization, Social Media, B2C, Consumer Products, Business Planning, Focus Groups, Project Planning, Team Mentoring, Growth Hacking, Retail & Wholesale, Data Analysis, Social Media Marketing (SMM), Customer Experience, SEO Marketing, Customer Interviews, Voice of the Customer (VoC), User Feedback, Mobile Applications, Social Networks, Brand Positioning, Value Proposition, Business to Business to Consumer (B2B2C), B2B2C, Stakeholder Engagement, Presentations, Strategic Initiatives, Website Traffic, Revenue Strategy, Website Conversion, Key Performance Metrics, Discovery Workshops, Customer Acquisition, Native Ads, Monetization Models, Launch Strategy, Mentorship, Web Applications, Virtual Reality (VR), Market Strategy and Research Product Manager, Digital Agencies, Cross-functional Team Leadership, Customer Analysis, Customer Insights, Direct to Consumer (D2C), Conversion Rate Optimization (CRO), Customer Journeys, App Development, User Personas, ROI, Workflow, Software Development Management, Business to Consumer (B2C), Customer Segmentation, Demand-side Platforms (DSPs), Scope Management, Cross-functional Collaboration, Conceptualization, UX Specifications, Specs, Project Reporting, Marketing Communications (MarCom), Microsoft PowerPoint, Food & Beverage, Luxury Goods, Process Improvement

Global Program Lead for Johnnie Walker and Smirnoff

2007 - 2009
Diageo
  • Delivered an award-winning website featured in Adweek to more than 80 countries. Improved vodka SEO ranking to number one on Google.
  • Created a global clone model and playbook and managed teams for deployment.
  • Pioneered an industry-first mobile website launched on time and within budget.
Focus areas: Brand Marketing, Marketing Strategy, Digital Marketing, Digital Marketing Strategy, Advertising Technology (Adtech), Marketing Technology (MarTech), Team Leadership, Digital Advertising Platforms, Digital Advertising, Omnichannel Marketing, Project Management, Agile Product Management, Organic SEO, Websites, SEO Tools, Branding, Growth Marketing, Search Engine Marketing (SEM), User Experience (UX), Web Analytics, Business Strategy, Vendor Management, A/B Testing, Digital Asset Management, Marketing Automation, Ideation, Consumer Packaged Goods (CPG), Key Performance Indicators (KPIs), Optimization, B2C, Customer Research, Focus Groups, Project Planning, Team Mentoring, Growth Hacking, Retail & Wholesale, Data Analysis, Social Media Marketing (SMM), Customer Experience, SEO Marketing, Customer Interviews, Voice of the Customer (VoC), User Feedback, Mobile Applications, Social Networks, Brand Positioning, Value Proposition, Business to Business to Consumer (B2B2C), B2B2C, Stakeholder Engagement, Presentations, Strategic Initiatives, Website Traffic, Revenue Strategy, Website Conversion, Key Performance Metrics, Discovery Workshops, Customer Acquisition, Monetization Models, Web Applications, Market Strategy and Research Product Manager, Digital Agencies, Cross-functional Team Leadership, Customer Insights, Direct to Consumer (D2C), Conversion Rate Optimization (CRO), User Personas, Workflow, Business to Consumer (B2C), Customer Segmentation, Brand Strategy, Conceptualization, UX Specifications, Specs, Project Reporting, Microsoft PowerPoint, Food & Beverage, Luxury Goods, Email Marketing, Process Improvement

Managing Director

2006 - 2007
Sage Impact
  • Founded a New York-based startup marketing and communications consultancy focused on helping organizations maximize opportunities through technology.
  • Attracted clients, managed communications, and navigated complex, matrixed internal organizations of stakeholders.
  • Delivered 10+ digital projects that produced improved websites, user journeys, and enterprise transformation, resulting in $2+ million in client estimated value.
  • Analyzed opportunities for increased page visibility and rankings. Employed content, tags, and technical techniques to get Smirnoff ranked number one for vodka on Google.
  • Optimized a website by performing heuristic analysis for the American Express Travel site to increase customer satisfaction by more than 10% and purchase conversions.
  • Reduced the website bounce rate by evaluating alcohol industry standards for age gates, setting benchmarks, and deploying solutions to reduce bounce by more than 20%.
  • Developed an 80-page training guide for Diageo's new hires.
  • Set up an innovation project to engage American Express customers using emerging technologies, including RSS.
  • Recruited a team to deliver progressive digital solutions to American Express, Diageo, and other travel and financial services clients.
Focus areas: Digital Marketing, Business Strategy, Brand Strategy, Project Management, Agile Product Management, Search Engine Optimization (SEO), Organic SEO, Branding, Stakeholder Management, Client Management, Digital Strategy, Marketing Strategy, User Experience (UX), Market Research & Analysis, Vendor Management, A/B Testing, Digital Asset Management, Product Design, Consumer Packaged Goods (CPG), Digital Transformation, Go-to-market Plans, Optimization, Entrepreneurship, Project Planning, Growth Hacking, Consulting, Travel, Market Research, Customer Interviews, User Feedback, Lean Startups, Brand Positioning, Stakeholder Engagement, Presentations, Strategic Initiatives, Shopify, Website Traffic, Revenue Strategy, Website Conversion, Key Performance Metrics, Customer Acquisition, Monetization Models, Web Applications, Digital Agencies, Customer Insights, Conversion Rate Optimization (CRO), Business Administration, Conceptualization

Account Director, Marketing

2005 - 2006
Digitas
  • Led an American Express interactive account for leading direct digital marketing. Managed senior client executive communications and devised stakeholder map and strategy.
  • Coached a team of professionals across capabilities to drive a 110% increase in year-over-year revenue.
  • Designed and implemented a ground-breaking credit card dashboard experience for customers. Features included statements of consumer and business accounts, travel plans, upgrade offers, and payment management. Received industry accolades and awards.
  • Created a new americanexpress.com consumer experience, resulting in higher site traffic, revenue, and customer acquisition.
  • Innovated new ways for consumers to spend their membership rewards points, including seasonal promotions, RSS feed updates, and new parternships.
Focus areas: Marketing, Digital Advertising, Digital Advertising Platforms, Web UX, User Experience (UX), Project Management, Agile Product Management, Communication, Digital Marketing, Branding, Account Management, Stakeholder Management, Digital Strategy, Search Engine Marketing (SEM), Marketing Strategy, Market Research & Analysis, Loyalty Programs, Loyalty Management, Vendor Management, Digital Asset Management, Feature Roadmaps, Optimization, B2C, Customer Research, Team Mentoring, Customer Experience, Pricing Strategy, Market Research, SEO Marketing, Brand Positioning, Stakeholder Engagement, Presentations, Website Traffic, Key Performance Metrics, Customer Acquisition, Web Applications, Digital Agencies, Conversion Rate Optimization (CRO), Sales Enablement, Sales, Business Administration, Marketing Communications (MarCom), Email Marketing, Process Improvement

Product Manager

2003 - 2004
Gartner
  • Directed global product management for the world's largest IT research and advisory company, with over 10,000 clients in 60 countries.
  • Managed and devised the strategy for the highest-grossing product, representing one-third of the company's total revenue—$300 million.
  • Launched new segmented products and grew to a $2.7 million business.
Focus areas: Marketing, Product Management, Sales Strategy, Project Management, Agile Product Management, Search Engine Optimization (SEO), Product Leadership, User Experience (UX), Market Research & Analysis, Product Marketing, Vendor Management, Product Launch, Product Vision, Feature Roadmaps, Optimization, Business Consulting, B2C, Pricing Strategy, Market Research, B2B, Customer Interviews, User Feedback, Community Management, Stakeholder Engagement, Presentations, Project Portfolio Management (PPM), B2B Product Management, Management Consulting, Sales Enablement, Sales, Business Development, Subscriptions, Subscription Pricing, Marketing Communications (MarCom), Process Improvement

Marketing Manager

2000 - 2003
Washingtonpost.Newsweek Interactive
  • Improved marketing and product management for a world-leading media site. Increased unique visitors by 220%, and the revenue more than doubled.
  • Promoted to people management responsibilities, spearheading a marketing manager, a coordinator, and a graphics team.
  • Developed and launched new franchise products, including washingtonjobs.com, increasing traffic by 100% and revenue by 150% in 12 months over the previous site.
  • Managed advertising agencies and consultants to deliver rebranding and three new media products.
  • Designed, wrote a business case, and launched a new evergreen product—Washington's Best Bets—that became the highest-trafficked local part of washingtonpost.com. Garnered the highest consumer engagement over the 100 cities in the CitySearch network.
  • Piloted industry-first usability testing using a statistically significant sample size to improve site experience. Increased page views and time on site by over 15%.
  • Wrote and released press releases to gain visibility and share of voice.
Focus areas: Marketing, Brand Marketing, Product Marketing, Digital Marketing Strategy, Digital Advertising, Brand Strategy, Project Management, Search Engine Optimization (SEO), Growth Marketing, Search Engine Marketing (SEM), Market Research & Analysis, Feature Roadmaps, Optimization, B2C, Customer Research, Market Research, Customer Interviews, User Feedback, Community Management, Brand Positioning, Stakeholder Engagement, Website Conversion, Business to Consumer (B2C), Business Administration, Subscriptions, Subscription Pricing, Marketing Communications (MarCom)
1998 - 1999

Frontline Leadership Program in Business Administration

George Washington University - Washington, DC, USA

1993 - 1997

Bachelor's Degree in Political Science

Oakland University - Rochester, MI, USA

MARCH 2020 - MARCH 2021

Google Analytics Individual Qualification

Google

MARCH 2020 - MARCH 2021

Google Campaign Manager

Google

MARCH 2020 - MARCH 2021

Display and Video 360

Google

MARCH 2020 - MARCH 2021

Search Ads

Google

MARCH 2020 - MARCH 2021

Google Shopping

Google

SEPTEMBER 2017 - PRESENT

Adobe Certified Expert - Adobe Campaign Business Practitioner

Adobe

NOVEMBER 2015 - PRESENT

Sitecore Certified Marketer

Sitecore

Finance

Pricing, Profit & Loss (P&L), Market Research, Monetization Models, ROI, Budgeting, Total Addressable Market (TAM), Startup Funding, Data Analysis, Pricing Strategy, Valuation, Mergers & Acquisitions (M&A), Blockchain

Output Software

Microsoft Excel, Google Sheets, Microsoft Outlook, Excel 2016, Microsoft PowerPoint, Jira, Microsoft Project, Mailchimp, Google Docs, Google Slides, Adobe Marketing Cloud, Stripe Payments

Industry Expertise

Technology, Digital Goods, Facebook, Early-stage Startups, High-tech Startups, Consumer Products, Asset Management, Food & Beverage, Healthcare, Pharmaceuticals, Retail & Wholesale, Digital Agencies, Mobile User Acquisition, Luxury Goods, Small Business, Architecture, Logistics, Health Insurance, Insurance

Geographic Expertise

China

Data & Analysis Software

SQL, Salesforce, Tableau

Other

Chief Marketing Officer (CMO), Marketing Strategy, Digital Strategy, Marketing, Strategy, Branding, Brand Marketing, Brand Strategy, Product Management, Product Marketing, Business Strategy, Advertising Technology (Adtech), Marketing Technology (MarTech), Marketing Mix, Web Marketing, Digital Marketing, Digital Marketing Strategy, Digital Advertising, Digital Advertising Platforms, Web UX, User Experience (UX), Startups, Product Strategy, Omnichannel Marketing, Leadership, Team Leadership, Business, Social Media Marketing (SMM), Growth Marketing, Business to Consumer (B2C), Social Media, eCommerce UX, Websites, MVP Design, Feature Planning, Scope Management, Business Models, Product Strategy Consultant, Business Administration, Conceptualization, UX Specifications, Ideation, Web Content, Product Consultant, Business Consulting, Market Demand, Specs, Research, User Interviews, Primary Research, LinkedIn Marketing, Programmatic Marketing, Paid Search, Project Reporting, Digital, Project Management, Agile Product Management, Product Owner, SaaS, Agile, Search Engine Optimization (SEO), Software as a Service (SaaS), Agile Project Management, Marketing Communications (MarCom), Advertising Campaigns, Paid Advertising, Enterprise, Content, Content Marketing, Digital Design, Web Research, Digital Services, Web Development Strategy, Digital Project Management, Web Development, Advertising Design, Creative Advertising, Microsoft Office, Communication, Organic SEO, Digital Media, Analytics, Content Strategy, Website Optimization, IT Project Management, Google, Web UI, UI Research, Web Platforms, Brand Building, B2C Marketing, Online Marketing, Google SEO, SEO Tools, On-page SEO, SEO Content, Branded Content, Website Audits, Display Advertising, New Products, People Management, People Development, Web Design, Usability, Writing & Editing, Web Technologies, Innovation Management, Content Creation, Marketing Analytics, Competitive Intelligence, Product Leadership, Consumer Behavior, Account Management, Stakeholder Management, Client Management, Program Management, Communication Strategy, Communication Management, Scrum, Brand Development, Website Management, Search Engine Marketing (SEM), Google Ads, User Retention, User Interface (UI), Operations, Wireframing, Team Building, Competitive Strategy, Mobile Apps, Mobile/Web Project Management, Mockups, Market Research & Analysis, Competitor Analysis & Profiling, Web Analytics, Email Marketing, Windows, Marketing Platforms, Company Strategy, Creative Strategy, Change Leadership, Outbound Marketing, Projects, Technology Trends, User Engagement, Loyalty Programs, Loyalty Management, User Flows, UserVoice, User Acceptance Testing (UAT), User, User Research, Vendor Selection, Vendor Management, Dashboards, Email Design, Email Template Design, Executive Presentations, Innovation, Innovation Labs, Innovation Promotion, International Growth, Team Management, Consumer Insights, Google Display Network, Management, 360 Campaigns, Multi-channel, Brand Management, Web, Email Management, Advertising, Project Delivery, Email, Email Marketing Automation, Email Systems, A/B Testing, Offshoring, Outsourcing, Technical Hiring, Employee Training, Global, Digital Product Design, Brand Identity, FMCG, Digital Asset Management, QA Testing, P&L Management, Web App Design, Google Advertising, Mobile Web, Mobile Marketing, Product Delivery, Product Launch, Product Vision, User Journeys, User Journey Maps, Media Buying, Media Planning, Content Management Systems (CMS), Website CMS, Marketing Automation, Email Delivery, Business Transformation, Digital Video, Search, Training Materials, Web App UI, Product Design, Product-market Fit, Digital Product Management, UX Flows, Roadmaps, Feature Roadmaps, Onboarding, Web App Development, Business Requirements, Product Ownership, Digital Transformation Program Management, Campaign Management, Consumer Packaged Goods (CPG), Digital Transformation, Business to Business (B2B), Print Media, Videos, Video Ads, Responsive Web Design (RWD), Key Performance Indicators (KPIs), Minimum Viable Product (MVP), Mobile Web Design, Agile Product Delivery, Mobile Advertising, Go-to-market Plans, Project Tracking, Project Timelines, IT Projects, Business Analysis, IT Business Analysis, Training & Training Content Development, Training, Training Content, Technical Program Management, Technical Product Management, Technical Project Management, IT Operations Management (ITOM), Operations Strategy, Operations Management, Budget Management, Mobile UX, Product Roadmaps, Software QA, User Stories, Social Media Posting, Mobile Ads, Mobile UI, Process Innovation, Personalization, Customer Experience Management, Data Analytics, Optimization, Google Search Console, Entrepreneurship, Customer Relationship Management (CRM), Media, Mobile, Enterprise SaaS, Mobile Analytics, Social Media Content, Facebook Ads, Facebook Marketing, Facebook Video Ads, App UI, Web App UX, Growth Strategy, Social Media Management, Social Media Strategy, UX Research, Mobile App Testing, Head of Product, Project Budget Management, Business Process Analysis, Master Data Management (MDM), Scrum Product Owner, Semrush, Event Management, Funnel Marketing, Mobile Data, Commercialization, Startup Consulting, Out-of-home (OOH) Advertising, Google Shopping, Project Design, Project Scoping, Startup Growth Strategy Development, Azure Websites, Digital Out-of-home (DOOH) Advertising, Keyword Research, Usability Testing, Digital Marketing Best Practices, B2C, Product Growth, Story Mapping, Waterfall Development, Testing, Change Management, Software Testing, Google Analytics, User Testing, G Suite, Rapid Prototyping, Customer Research, Focus Groups, Project Planning, Team Mentoring, Growth Hacking, eCommerce, IT Program Management, Monetization, Request for Proposal (RFP), Requirements Analysis, User Requirements, Functional Requirements, Request for Information (RFI), Social Media Optimization, Social Media Analytics, Requirements & Specifications, Cloud, Customer Experience, Go-to-market Strategy, Positioning, Quantitative Research, Qualitative Research, Market Fit, Google AdWords, Google Ad Manager, B2B, SEO Marketing, Email Campaigns, User Segments, Market Segmentation, Customer Interviews, Voice of the Customer (VoC), User Feedback, Mobile Applications, Product Requirements Documentation (PRD), APIs, Lean Startups, Brand Positioning, Value Proposition, B2B2C, Stakeholder Engagement, Presentations, Pitch Decks, Vision Development, Strategic Initiatives, Website Traffic, Google Analytics 4, Revenue Strategy, Website Conversion, Key Performance Metrics, Medical Applications, Channel Strategy, New Product Rollout, Feature Backlog Prioritization, Web & Mobile Applications, Discovery Workshops, Negotiation, Estimations, Customer Acquisition, Native Ads, Audience Targeting, Launch Strategy, Marketing Plans, Requirements, Mentorship, Growth, Web Applications, New Product Development, Go-to-market Optimization, Growth Marketing Product Manager, Market Strategy and Research Product Manager, Workshops, Cross-functional Team Leadership, Integration, Project Portfolio Management (PPM), Customer Analysis, Customer Insights, B2B Product Management, Direct to Consumer (D2C), Conversion Rate Optimization (CRO), Consumer-facing Product Design, Customer Journeys, App Development, Digital Marketing Product Manager, Management Consulting, User Personas, Sales, Workflow, Workflow Tools, Operations Improvement, Product Operations, Software Development Management, Apps, Customer Segmentation, Chief Product Officer (CPO), Mobile App Development, Sprint Planning, Agile Leadership, Demand-side Platforms (DSPs), Technical Requirements, Product Coach, Feasibility Studies, Cross-functional Collaboration, Director of Product, Coaching, Subscriptions, Subscription Pricing, App Store Marketing, App Store Optimization (ASO), CEO, Executive Consulting, Consumer Health, Business to Business to Consumer (B2B2C), Organizational Design, Process Improvement, Business Plan Consulting, WordPress, Senior Executive Management, Data, Web UI Design, Global Operations, Databases, Business Planning, Business Research, Quantitative User Research, CRM Systems, Research Analysis, Trade Marketing, UX Leadership, Local SEO, eCommerce Management, eCommerce Platforms, Project Management Operations, Stacks, Data Management, Mobile eCommerce, B2B Lead Generation, Lead Generation, Social Media Platforms, Sprinklr, Publishing, Project Management Office (PMO), Ideation Workshops, Scrum Master, LAMP, .NET, PMO, Public Relations (PR), Relational Databases, Marketplaces, The Trade Desk, Inbound Marketing, Lean Project Management, Lean Product Development, Amazon Web Services (AWS), Gaming, Pricing Software, Big Data, Community Development, Affiliate Marketing, Adobe Audience Manager, Stress Testing, Lean UX, Business Continuity, DMP, Bid Management, Metadata, Amazon Marketing Services (AMS), Product Sales, Sitecore, Lean, Fintech, Learning Management Systems (LMS), Enterprise Architecture, Adobe Campaign, GDPR, Adobe Analytics, Adobe, Consulting, Moz, LoadRunner, Informatica Master Data Management (MDM), Adobe CQ, Web Architecture, Service-oriented Architecture (SOA), Database Design, Database Schema Design, Ektron CMS, Salesforce Marketing Cloud, Azure, Lean Testing, Rapid Application Development (RAD), Business Modeling, Amazon S3 (AWS S3), Azure IaaS, Twilio, Google Maps, HubSpot, Segment, ActiveCampaign, Social Networks, Hotjar, Shopify, Scheduling, Medical Software, Two-sided Marketplaces, SaaS Product Marketing, Virtual Reality (VR), 3D Games, Data Strategy, Sales Enablement, Partnerships, Sales Strategy, Digital Analysis, Android, iOS, MySQL, REST APIs, RESTful Development, SOAP, Hackathons, Single Sign-on (SSO), Machine Learning, MongoDB, MEAN Stack, React, Travel, Team Development, Slack, Trello, Health IT, Personas, Databricks, Zoho CRM, Community Management, Miro, Marketplace Platforms, Planning, Recruiting, Product Discovery, Staffing, Prototyping, Recruitment, Competition Research, Brand Design, Feature Prioritization, IT, EMR, Electronic Health Records (EHR), HIPAA Compliance, LinkedIn API, Business Development, Model View Presenter (MVP), App Design

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Toptal matches you directly with global industry experts from our network in hours—not weeks or months.

1

Share your needs

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Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.

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