Digital Resume

EchoStar (Sling, Dish, Boost Mobile), Englewood, CO
Principal Product Manager, Video Services
January 2023 - March 2025

> Drove the product capabilities portfolio for the acquisition strategy within our Video Services lines of business.
> Built products that addressed core customer signup issues, including plan confusion and sports schedules.
> Conducted hundreds of user experience and pricing A/B experiments to learn what worked for our business.

Highlight: Built a new shopping paradigm, with a 30% engagement rate and 4x conversion rate.

Related Case Studies: Sling’s Channel Shopper | Sling’s Gamefinder

Fordham Street Consulting LLC, Denver, CO
Founder and Principal, Product Management Advisement
May 2021 - December 2022

> Estee Lauder: Directed the global eCommerce product portfolio for MAC Cosmetics, a $2B beauty brand.
> Sling: Led development and delivery of a redesigned app with SmartTV partners Roku, Samsung, and Vizio.

BellRock Brands, Denver, CO
VP of Digital Experience
December 2019 - April 2021

> Managed the digital business ecosystem for a multi-state cannabis portfolio, driving transformation and growth.
> For the D2C channel, led traffic and UX optimization, achieving YoY growth in a dynamic regulatory landscape.
> For dispensaries, collaborated with tech startups to support the digital-to-physical path (e.g. click-and-collect).

Sephora, San Francisco, CA
Senior Director, Product Management
February 2017 - November 2019

> Launched multiple in-store digital products and experiences at over 500 US retail locations through collaboration and alignment with strategy, merchandising, innovation, finance, UX, operations, training, and engineering teams.

Highlight: Developed an iOS app that increased average basket size by 31% compared to unaided customer visits.

Related Case Study: Sephora’s Advisor Assistant App

The North Face, Alameda, CA
Director, Digital Marketing
November 2011 - April 2016

> Directed the end-to-end digital customer experience, encompassing brand and go-to-market campaigns, social media strategy, the consumer website, and eCommerce traffic generation.

Highlight: Leveraged data science and regional weather data to modify media plans, driving a 24% uplift in referrals.

Related Case Study: The North Face Data Science

Converse, Boston, MA
Director, Digital Marketing
January 2008 - October 2011

> Oversaw and optimized all paid media channels for Converse.com. Developed the brand's social media strategy, including content planning, campaign integration, engagement initiatives, and performance measurement.

Highlight: Built and scaled the global Facebook community to over 30 million fans, achieving a 600% annual growth rate.

Apple, Cupertino, CA
Special Projects, iTunes Product Marketing
February 2005 - December 2008

> Responsible for iTunes product launch events, including the introductions of movies, TV shows, and podcasts.
> Developed and ran partnerships with Starbucks and US radio groups to drive music discovery and account acquisition.

Highlight: Authored a US patent for music discovery (a/k/a iTunes Tagging) via HD Radio metadata and iOS devices.

Related Case Study: Apple’s iTunes Tagging