• Responsible for all day-to-day operations of SimplyWireless.com, the national sales arm of Simply Wireless, Inc.
• Oversee national sales across all distribution channels, including online, direct television, direct mail and telemarketing.
• Direct division of six management executives and 50+ employees.

• Directed all marketing initiatives for SimplyWireless.com, one of the nation’s largest online wireless phone retailers. Specific activities included: paid and organic search, e-mail, contextual marketing, viral marketing, affiliate programs, partnerships, text links, banner campaigns, comparison shopping engines, newspaper advertising, direct mail, direct response television, consumer shopping/coupon publications, telemarketing, radio spots, and television commercials
• Managed and allocated an annual marketing budget of $2-3 million.
• Grew sales by 900% percent during my tenure.
• Was responsible for design, maintenance and optimization of SimplyWireless.com Web site.
• Developed overall testing strategy to optimize marketing efficiency (ROI) and lower customer acquisition cost. Process included design and execution of multi-cell tests to isolate key performance variables.
• Identified and implemented revenue enhancement opportunities – including post-transactional upsells, e-mail base monetization and list rental – to bolster bottom line and increase allowable customer acquisition cost.
• Interfaced with retail arm of company (53 brick and mortar stores) to ensure brand, message, and offer consistency across distribution channels.
• Appeared as on-air company representative for direct television promotions (Home Shopping Network).

• Planned, negotiated and implemented online marketing campaigns on behalf of national clients including Vitamins.com, Time Inc. Home Entertainment, and the Republican National Committee.
• Managed marketing relationships with large national publishers including MSN, NYTimes.com and ZDNet.
• Developed and presented creative briefs to clients that identified campaign objectives and measures of success and recommended positioning and messaging strategies designed to meet these goals.
Closely tracked all marketing campaigns and optimized creatives based on campaign-appropriate metrics.
• Managed clients’ customer retention efforts by segmenting existing customers on the basis of recency, frequency, and amount of purchase to identify “sweet spots” for follow-up markets.

• One of the founding members of PBS Online, currently the most popular “.org” Web site.
• Developed and implemented the annual marketing/promotion plan for PBS Online.
Was responsible for copy writing and design oversight of all marketing and promotional materials.
• Negotiated and managed promotional relationships with PBS Online partners including Netscape In-Box Direct, Microsoft, Snap! and WebTV.
• Performed search engine optimization and registration for PBS Online’s 300+ sites.
• Produced comprehensive companion Web sites for the PBS television programs “The Great War and the Shaping of the 20th Century”; “Mysteries of Deep Space”; and “Secrets of the Ocean Realm”.

• Managed projects for government clients, with duties including budget allocation, labor and materials tracking, project research and client communication.
• Authored more than 10 manuals and documents for both in-house and external distribution.

• Wrote more than 150 feature, preview and wrap-up articles, as well as game summaries, about sports ranging from gymnastics to auto racing.
• Articles and commentaries written appeared in The Washington Post, Sports Illustrated, The Fairfax Journal and The Prince William Journal.

James Madison University, Harrisonburg, Virginia
Bachelor of Business Administration (finance concentration) earned May 1992
Honors and Accomplishments: Member of JMU honors program (24 credit hours of honors course work).