Summary of Qualifications

Award-winning digital product management leader with 15+ years in strategy, marketing, and native mobile experience. Proven track record leading multi-million-dollar digital initiatives, delivering measurable business impact, and building high-performing teams. Trusted advisor to Fortune 500 companies and compassionate people leader.

Professional Experience

DIGITAL PRODUCT MANAGER II (Director) – Online Access Banking, Branch Mobile & Core Digital Support – Edward Jones in St. Louis, MO. 2024 to present

• Responsible for business case development and continuous planning to shape long-term roadmap
  and influence prioritization and funding for web and native mobile apps for more than 4.5 million
  annual active client investor users
• Enabled digital client acquisition and servicing for U.S. Bank partnership product launch, leading 7
  delivery teams, partnering with Business Banking Unit, internal and external stakeholders, managing
  risks, and establishing milestones and measurement strategies
• Delivered Salesforce-integrated mobile app; drove 50% adoption in 5 months and improved UX score
• Coordinates pre- and post-Program Increment planning across Digital Product Management, working
  with general partners and senior directors to establish priorities, weigh trade-offs and aligned up to
  14 digital portfolios on refinement and execution to meet firm demand
• Built and scaled Core Digital Support team, transitioning 50% of backlog to new model, reducing
  costs and accelerating innovation
• Rolled out key client experience features including funds transfer, mobile check deposit, IRA funding
  and account personalization
• Leads team of 7 Product Owners who lead teams of 60+ engineers, UX and operations associates

DIGITAL PRODUCT MANAGER (Director) – Branch Mobile Experience – Edward Jones in St. Louis, MO. 2022 to 2024

• Led two agile delivery teams (30+ members) to launch four native mobile apps, doubling the
  active user base in one year while improving satisfaction
• Developed and implemented branch mobile strategy; championed mobile-first mindset
• Defined and aligned product roadmap across Product, Tech, Service, Legal and Compliance
• Managed backlog and prioritized epics, features, and stories using Aha! and JIRA

SENIOR DIGITAL PRODUCT OWNER & LEADER – Branch Mobile Experience – Edward Jones in St. Louis, MO. 2021 to 2022

• Launched two MVP native iOS apps for financial advisors within the first 6 months
  Developed a multi-year branch mobile strategy with Firm Strategy and senior leaders
• Promoted to Product Manager (Director) based on strong delivery and strategic impact

TEAM LEADER – Client Experience Design & Production – Edward Jones in St. Louis, MO. 2019 to 2021

• Led team of 6 UX, design, and video professionals
• Mentored peers on UX best practices and leveraging external agencies for capacity
• Drove reorganization of internal creative agency by redefining roles and strategic focus
• Launched campaign to boost Online Access mobile app adoption, increasing usage by 30%
• Led implementation of new firmwide brand standards and visual identity
• Delivered marketing materials, supported EdwardJones.com redesign, and launched Brand
  Muscle Client Attraction Marketing Hub for personalized local campaigns

SENIOR CLIENT STRATEGIST – Client Insights & Experience – Edward Jones in St. Louis, MO. 2016 to 2019

• Led strategy and insights for Online Access redesign; developed business case and onboarded
  firm’s first agile teams, increasing mobile app store ratings from 2.5 stars to 4.8 stars, J.D. Power
  client digital experience ranking from #11 to #4 and earning Gramercy Institute’s 2020 Financial
  Marketing Leadership Award
• Created strategies for high-net-worth marketing and local market client acquisition
• Sponsored rotational development team in developing mass market investor strategy and
  executive presentation

DIGITAL MARKETING MANAGER – Nature’s Variety in St. Louis, MO. 2016 to present

• Managed redesign, enhancements and maintenance of 7 brand and corporate websites in 3 languages
• Oversaw development, media planning and optimization of multi-million dollar display, video and paid search ad budget for PetSmart, Petco and independent retailers
• Developed strategy and executes social media engagement programs across Facebook, Instagram, YouTube and Twitter
• Collaborated with E-commerce team on programming, strategy and advertising for Amazon, Chewy, PetFlow, Pet360 and others
• Supported shopper marketing in execution of digital components of campaigns
• Managed CRM/e-mail marketing programs to consumers and retailers

VICE PRESIDENT OF DIGITAL STRATEGY – FleishmanHillard in St. Louis, MO   2015 / 2016

• Developed forward-thinking strategies and plans that help clients, technical staff, creatives and account managers drive improved business performance through web, mobile and application technology development initiatives
• Led multiple, simultaneous digital/technical projects, supporting on-time and on-budget delivery
• Contributed to the design and development of website features and functionality
• Analyzed and improved performance of websites and other digital solutions
• Assisted with new business development

ASSOCIATE DIRECTOR OF DIGITAL STRATEGY – FleishmanHillard in St. Louis, MO     2014 / 2015

• Developed forward-thinking strategies and plans that helped clients, technical staff, creatives and account managers drive improved business performance through web, mobile and application technology development initiatives
• Leds multiple, simultaneous digital/technical projects, supporting on-time and on-budget delivery
• Contributed to the design and development of website features and functionality
• Analyzed and improved performance of websites and other digital solutions

CONTENT & MEDIA MANAGER – Anheuser-Busch in St. Louis, MO     2014

• Supported digital marketing communications and all paid media for premium light beer family, including Michelob ULTRA, Bud Select, Select 55 and Michelob Golden Light brands
• Planned, executed and optimized Michelob ULTRA’s national advertising budget, including television, print, digital display and video, search and social channels
• Worked with field marketing managers to plan, execute and optimize local media activations for spot television, local print, radio, out of home and digital placements
• Facilitated content development, review and approval for Michelob ULTRA website redesign and migration to Adobe CQ5 Content Management System
• Managed relationships with premium light brand management team, media buyers, creative and media agencies, promotional partners and media vendors
• Established, analyzed and optimized key media and marketing performance indicators

DIGITAL MARKETING PROJECT LEADER – Edward Jones in St. Louis, MO     2013 / 2014

• Planned and executed multi-million national digital advertising program, including display, search and custom content sponsorships with MLB Chatting Cage, NHL/NBC Sports and other sites
• Managed relationship with agency partners and alignment opportunities across digital agencies
• Led high-profile web projects including client extranet site updates and website redesign
• Consulted with marketing strategists and executed digital components of marketing campaigns including owned, earned and paid media strategies and local extensions.
• Analyzed and reported analytics and advertising key performance indicators for optimization
• Researched emerging digital marketplace trends and applies insights to marketing activities

DIGITAL MARKETING PROJECT LEADER – Edward Jones in St. Louis, MO    2010 / 2013

• Led online marketing projects, including website and mobile app updates, information architecture and content strategy, wire frame development and video production
• Oversaw production, review and optimization of multi-million dollar digital display banner advertising, search engine marketing and custom content sponsorships with agency partners
• Wrote and published content for web sites, social media, email and print marketing materials
• Worked with developers to build, test and implement web sites and client account extranet site
• Reported and interpreted web analytics to optimize content

ACCOUNT EXECUTIVE – Mozaic in St. Louis, MO     2010

• Managed $2 million re-branding and web redesign for Army & Air Force Exchange Service

• Wrote and maintained project documentation, including status updates, project plans, new business proposals, site maps, wire frames and marketing plans

INTERACTIVE ACCOUNT MANAGER – Mozaic in St. Louis, MO     2007 / 2010

• Managed $500,000 in annual revenue for new web sites and ongoing support projects
• Developed strategies and documentation including proposals, estimates, briefs and scope
• Created, complied and copy edited web site and online ad content
• Scheduled projects and managed creative and technical resources
• Communicated with clients throughout the project life cycle

INTERNSHIPS

MARKETING & WEB SERVICES INTERN – Saint Louis University in St. Louis, MO 2005 / 2007

ACCOUNT COORDINATOR INTERN – Moosylvania Marketing in Maplewood, MO     2006 / 2007

MARKETING INTERN – Golterman & Sabo in Kirkwood, MO     2005

Education

MASTER OF BUSINESS ADMINISTRATION, MARKETING University of Missouri – St. Louis     2015

• 3.92 GPA

BACHELOR OF ARTS, COMMUNICATION & MARKETING Saint Louis University     2007

• 3.98 GPA summa cum laude, Phi Beta Kappa national honor society