Executive Profile
Customer growth and lifecycle marketing leader with deep experience in musical instruments and pro audio retail. Known for building high-performing marketing organizations, enterprise CRM capabilities, customer data programs, and measurable lifecycle strategies across acquisition, retention, engagement, and lifetime value.
Professional Experience
Guitar Center & Musician's Friend
Senior Director of CRM
2024 - Present
- Leads enterprise CRM strategy across email, SMS, customer data, lifecycle marketing, personalization, and customer engagement for the #1 MI retailer in the U.S.
- Built a data-driven CRM organization contributing to positive year-over-year company growth during broader industry contraction.
- Developed and led a strategic identity resolution initiative that increased recognition of anonymous website visitors by 65%, significantly expanding addressable audiences.
- Built organizational alignment across marketing, technology, analytics, and external partners while overseeing solution architecture and activation strategy.
- Directed Salesforce Marketing Cloud and Salesforce Data Cloud migration initiatives.
- Increased revenue per email sent by 59% through segmentation, AI-driven personalization, and journey optimization.
- Developed CRM programs supporting 300+ retail locations nationwide.
Sweetwater Sound
Senior Director of Marketing Automation & CRM
2016 - 2024
- Built and led one of specialty retail's largest customer engagement and marketing automation programs.
- Grew active subscriber base from 600,000 to 3.6 million engaged customers.
- Generated more than 85 million email clicks and over $200 million in attributable ecommerce revenue.
- Implemented the Blueshift marketing automation platform across marketing, engineering, analytics, ecommerce, and legal teams.
- Directed messaging strategy for more than 200 major product launches.
- Received the Blueshift OMNIES Award for Marketing with AI in 2024.
Rich Dad Education
Marketing Media & Social Media Manager
2014 - 2015
- Managed $12M+ annual performance marketing budget.
- Directed integrated acquisition campaigns across digital and traditional channels.
- Led media planning for 200+ live events annually.
Education
Master of Science in Internet Marketing
Full Sail University, Orlando, Florida
Bachelor of Science in Marketing & Advertising
Florida Gulf Coast University, Fort Myers, Florida
Studies Abroad Program
Universidad Complutense de Madrid, Spain