INOVALON
Vice President, Brand & Communications
2021-2023
Senior executive with a proven track record of steering B2B corporate brand strategy and spearheading revenue-generating campaigns for SaaS products. Led Inovalon's central brand and communications team, a group of 22 professionals specializing in content creation, digital marketing, internal communications, public relations, and events.

  • Transformed the enterprise brand strategy after a series of acquisitions, culminating in the successful establishment of a cohesive ONE Inovalon brand identity. This comprehensive initiative included the evolution of the brand's purpose, promise, values, visuals, tone of voice, and key differentiators, solidifying a unified presence in the market.

  • Championed an impactful public relations strategy, fortifying relationships with pivotal media partners and exponentially extending customer outreach. By strategically highlighting Inovalon's SaaS solutions as transformative in addressing challenges within the U.S. healthcare sector, achieved remarkable year-over-year results 2022: a +350% increase in earned media, a +23% increase in website traffic attributed to press releases, and a strong shift from 1 to 13 feature stories.

  • Led the strategic overhaul and successful launch of Inovalon.com, orchestrating a transformation aimed at optimizing product page SEO, elevating lead conversion rates, and aligning seamlessly with the recently defined brand identity. The outcomes included a notable surge in page views by +127%, an impressive +28% increase in average time spent on the page, and a substantial uptick of +123% in marketing qualified leads (MQLs), underscoring the project's significant impact on the company's online presence and business performance.

  • Galvanized and empowered a recently assembled team of 22 diverse brand and communications professionals working remotely, leading to an exceptional achievement: an across-the-board average surge of 12% in all employee satisfaction categories as reflected in the 2022 pulse survey. This improvement contrasts with the 2021 survey conducted under the previous department leader, highlighting the transformative impact of strategic leadership and team empowerment.


TITLEIST           
Senior Director, Content & Creative
2019-2021
Accomplished executive responsible for driving the formulation of impactful global brand and product content strategies tailored for avid golfers. Spearheaded a dynamic B2C omni-channel advertising and communications plan. Recruited, coached, and inspired an in-house team of eight professionals through authentic leadership and creative empowerment.

  • Forged strategic connections with top-tier professional and amateur athletes, influential brand ambassadors, and pivotal industry influencers to spearhead diverse content creation projects. Executed a multifaceted approach, ranging from dynamic social videos and impactful in-store merchandising activations to captivating television commercials, leveraging the influence of these prominent figures to elevate brand engagement across various platforms. 

  • In response to the pandemic-induced halt of in-person experiential tours, led the development of the Titleist online ball plant tour by overseeing photo/video shoots, voiceover scripts/recording, sound design, and editing. The online experience results included 40K views in 2021 with an average time spent of six minutes.

  • Realized a 15% reduction in agency expenses while achieving the successful delivery of over 500 assets by expertly managing negotiations to secure a $1.1 million external agency scope of work, aligned to the productivity of the in-house content and creative teams.

  • Strategically crafted and managed an annual budget of $5 million, meticulously allocating resources to fortify marketing priorities and creative strategy with precision and impact.

TITLEIST    
Director of Marketing
2016-2019
Strategic marketing director entrusted with leading global product launches and customer-centric marketing campaigns. These initiatives significantly amplified brand awareness, drove substantial revenue growth, and fortified consumer loyalty across leading golf ball brands including Titleist, Pinnacle, and Union Green, contributing to revenue of $667 million.

  • Secured a market share of 36% and solidified the Pro V1 golf ball franchise's unrivaled dominance as the best-selling golf ball with a commanding leadership position in the market. This achievement followed the highly successful execution of a strategically conceived integrated marketing campaign, marking a significant milestone post the 2019 launch.

  • Introduced AVX, a new premium golf ball, capturing a 7% market share in its inaugural year and securing the position as the 4th best-selling golf ball. After its second year of sales, AVX ascended to the #3 spot, trailing only behind Pro V1 and Pro V1x.

  • Unlocked a substantial 15% incremental revenue opportunity for Acushnet Company by serving as one of the three primary stakeholders in establishing the Union Green direct-to-consumer golf lifestyle brand.

  • Spearheaded the creative strategy for the successful launch of the e-commerce experience for Titleist, generating $2.6 million in sales in the first full year (2017) and achieving +91% growth in 2018.

TITLEIST    
Senior Marketing Manager
2010-2016
Experienced marketing leader, with a demonstrated understanding of consumer insights, market research, and industry trends, responsible to deliver impactful and innovative marketing strategies across golf ball product launches, period promotions, marketing collateral, sales tools, consumer packaging, in-store merchandising, trade shows, and special events.

  • Achieved a 12% growth in units and a 14% increase in dollars for Titleist golf balls compared to all other locations globally by implementing an innovative marketing strategy through a remote content merchandising platform in 500 retail stores.

  • Efficiently led the end-to-end development of the Titleist Golf Ball Merchandising App, overseeing the intricacies of UX/UI design, multimedia content development, and comprehensive final testing—all accomplished within an impressive eight-week timeframe.

  • Successfully orchestrated the corporate marketing efforts during the initial public offering of Acushnet Holdings Corp., which included banker bake-off events, prospectus materials, website content, and first day of trading activities at the NYSE.

TITLEIST    
Marketing Manager
2005-2010
Successful marketing professional responsible for leading the development and promotion of custom-branded golf products to a diverse clientele, including golf professionals, national retail stores, promotional product suppliers, and major corporate partners such as Disney, the National Football League, Major League Baseball, and various collegiate licensing groups.

  • Achieved a record-setting 83% dollar market share by developing and executing a strategic plan for Titleist and Pinnacle custom-branded golf balls, marking an impressive 8% growth over the prior year.

  • Established a powerful brand differentiator by forging cause marketing partnerships with PGA Women’s Golf Clinics, Susan G. Komen, and Folds of Honor. The result was a significant boost in consumer loyalty and heightened employee satisfaction.

  • Championed a cross-functional team of stakeholders to deliver an unparalleled experience to trade partners, coupled with high-visibility media exposure for new golf products at the PGA Merchandise Show—the golf industry’s preeminent global business event.


NORTH SAFETY PRODUCTS      
Director of Marketing Communications
2000-2005
Proficient communications professional with responsibility to lead the internal and external corporate communications for B2B personal protective safety equipment business. 

  • Developed the narrative for 40+ product launches, which included advertising, public relations, collateral, and website content.

  • Saved $50K in outside agency fees by spearheading an advertising campaign using internal resources.

  • Led an effective internal communications program focused on employee engagement, satisfaction, and retention.

  • Managed a team of six employees responsible for content creation, demand generation, and marketing operations.

Professional Experience

Summary

  • Dynamic marketing strategist, seasoned communications expert, and outcome-oriented leader. Proficient in crafting brand and product marketing strategies, driving effective communications, delivering engaging content, optimizing digital marketing, and leading teams to success. Dedicated to cultivating genuine brand awareness, fueling business expansion, ensuring return on investment, and fostering high-performing and positively engaged teams.

Skills

  • Adobe Creative Cloud

  • Brand Strategy

  • Campaign Development

  • Cause Marketing

  • Communications

  • Content Creation

  • Creative Direction

  • DE&I

  • Demand Generation

  • Digital Marketing

  • Event Planning

  • Executive Leadership

  • Experience Design

  • Graphic Design

  • Marketing Insights

  • Merchandising

  • Microsoft Office

  • Package Design

  • Pay-Per-Click

  • Photo Shoots

  • Product Marketing

  • Project Management

  • Public Relations

  • Retail Marketing

  • Search Engine Optimization

  • Team Building

  • Thought Leadership

  • Video Shoots

Education

  • Bachelor of Fine Arts
    University of Rhode Island

  • Strategic Planning Coursework
    University of Massachusetts

  • Creative Writing Coursework
    Providence College

  • Video Production Coursework
    Rhode Island School of Design

  • Leadership Development
    Various Programs

Community

  • ArtWorks New Bedford
    Fundraising Volunteer

  • Big Sisters of Southeastern MA Mentor

  • Humane Society South Coast
    Board of Directors

  • MS After Dark Rhode Island
    Fundraising Volunteer

  • Providence CityArts for Youth
    Board of Directors