American Red Cross
Vice President, Marketing - Digital Engagement
August 2010 — Present
Brought to the organization to redefine the digital go-to-market strategy for the 135 year old American Red Cross. Responsible for developing online consumer segmentation, e-commerce / m-commerce solutions, merchandising strategies and building a culture of continuous test & learn. Responsible for the overall strategy and enterprise wide transition to mobile. Responsible for the growth of the key digital campaign programs including paid and organic search, digital and social advertising.