11 Years of Experience

Sr. Global Web Marketing Manager


Experienced Website Manager with a passion for UX design, web analytics, and CRO. Proven track record of designing and implementing user-centered websites that drive conversions and improve overall user experience. Skilled in conducting user research, designing user interfaces, and analyzing website data to identify areas for improvement. Proficient in a range of web analytics tools and techniques to track website performance and implement data-driven optimization strategies.


December 2023 - Current
Coupa Software - B2B

Sr. Global Web Marketing Manager

  • Support and mentor a team of web developers, providing guidance and fostering their career growth.
  • Lead the development and implementation of a comprehensive Figma design system, ensuring a cohesive and intuitive user experience across all digital touchpoints.
  • Define and execute Coupa's global website vision and strategy, enhancing user experience and driving site engagement and conversion.
  • Collaborate cross-functionally with digital team members, content, design, and product marketing to improve the user experience of and subdomains.
  • Analyze page performance and user behavior to generate data-driven hypotheses, optimizing onsite user journeys.
  • Lead executive reviews to drive results and ensure alignment with business goals.
  • Support and mentor a team of web developers, providing guidance and fostering their career growth.
June 2022 - December 2023
Starburst Data

Web Marketing Manager – B2B

  • Ongoing management of high-volume website updates via CMS
  • Strategy Development: Develop and implement effective online strategies to enhance digital presence and achieve goals.
  • Website Optimization: Optimize website for visibility, usability, and conversion rates through audits and performance analysis.
  • Content Strategy: Create and execute content plans to engage target audience across various online channels.
  • Launch and implement A/B testing roadmap with user experience and design best practices.
  • Analytics and Reporting: Analyze website and campaign data, track KPIs, and provide insights for performance improvement.
  • User Experience (UX) Design: Enhance website interfaces and usability through testing and data driven decisions.
  • Collaboration and Communication: Coordinate with cross-functional teams to align strategies and implement web projects.
  • Industry Knowledge and Trends: Stay updated on industry advancements and leverage emerging technologies for improved web strategies.
  • Build and execute effective search engine optimization (SEO) strategies to increase qualified traffic for a global website.
April 2022 – June 2022
Bath & Body Works

Technical Operations Analyst – B2C

  • Responsible for monthly sprint release documentation, planning, and delivery.
  • Responsible for transactional eCommerce site operations, production, and monitoring of uptime and functionality.
  • Troubleshoot production issues with the ability to dig deep into problems across multiple systems (eCommerce platform, OMS, SFMC, etc) at various levels.
  • Architect and support continual process improvements to reduce costs, increase revenue and optimize cycle times.
  • Deploy / implement new systems and integration processes.
  • Perform daily review of various global systems and data – perform data analysis and reporting, review system and application logs to monitor system stability.
  • Monitor and recover down eCommerce systems as needed.
  • Help perform, plan and coordinate routine maintenance across all eCommerce systems.
April 2018 – March 2022
Worcester Polytechnic Institute

Web Support & Accessibility Specialist II – B2C

  • Provided ongoing support for 250+ web managers campus-wide that included training, help guides, system provisioning, and troubleshooting issues.
  • Supervise a student help desk group of 6 that provide website support to the WPI community; also responsible for hiring, training, and scheduling student workers.
  • Trained 100+ users in basic and advanced web management. In surveys 85% reported increased confidence in web skills.
  • Work with the university’s accessibility vendor to keep the website (10,000+ pages) AA compliant.
  • Clearly and accurately document, track, and monitor customer problems using a ticketing system to ensure a timely resolution, escalating to leadership as needed.
  • Work with cross-divisional functions to ensure that the design and delivery of training support for campus partners is aligned with divisional goals.
April 2017 – April 2018
NEP Outdoors / ThermaSeat

Digital Marketing Manager – B2C

  • Increased E-Commerce sales by 25% by improving the UX/UI along with running Google and Facebook Ads to boost the conversion rate.
  • Executed all online marketing, email marketing, and digital media promotions.
  • Developed online merchandising strategies and tactics, such as product categorization, sequencing, cross sells, up-sells, and featured products.
  • Professional product photography.
  • Collaborated to produce product packaging, product catalog, and other print materials.
  • Addressed customer service inquiries accurately and efficiently.
August 2016 – March 2017

Digital Marketing Specialist – B2C

  • Updated and maintained WordPress E-Commerce website to improve SEO rankings, increase conversion and overall leads.
  • Developed and executed all online marketing, email marketing, and digital media promotion, including social media.
  • Monitored market trends and identified relevant market research to help promote individual product brands to their targeted audiences.
  • Managed the implementation of email marketing campaigns to ensure design and layouts of emails are optimized, user and mobile-friendly.
  • Produced and created all print and digital materials (banners, leaflets, tradeshow handouts) and other marketing collateral.
April 2015 – August 2016
A.T Cross Pens

Web Operations Specialist – B2C

  • Managed product catalogs (consisting of more than 500 SKUs) and set up new products using Microsoft Commerce Server.
  • Provided content management and updates to the organization’s 13 websites (11 different languages).
  • Found and fixed website problems (broken links, typographical errors, formatting inconsistencies).
  • Worked closely with the customer service team to field problem tickets and help desk calls to resolve technical issues in a timely manner.
  • Performed QA testing on promo codes, content updates, or new product skills prior to launch.
November 2012 – April 2015
JRA Design

Web Designer – B2B

  • Developed and maintained 100+ client websites.
  • Found, diagnosed, and fixed website problems (broken links, typographical errors, formatting inconsistencies).
  • Updated and maintained WordPress sites with plugin updates and QA testing.
  • Expertly strategized SEO/SEM campaigns across websites, blogs, email newsletters, ads, and promotions.
  • Developed and designed a user-friendly interface for different screen resolutions.
  • Built analytic reports using Google Analytics and custom reporting tools.


  • Conversion Rate Optimization (CRO)
  • Data Analytics
  • Project Management
  • Marketing Strategy
  • UX/UI
  • Search Engine Optimization (SEO)
  • HTML / CSS
  • A/B Testing
  • Web Accessibility - ADA/WCAG
  • Troubleshooting


  • WordPress
  • Drupal
  • Asana / JIRA
  • Figma
  • Google / Heap Analytics
  • Siteimprove / Monsido
  • Adobe Creative Suite
  • Microsoft Products
  • Optimizely / VWO
  • MailChimp


The complete Conversion Rate Optimization (in progress)

June 2023 | Udemy

SEO 2023: Comprehensive SEO Training with ChatGPT (in progress)

June 2023 | Udemy

Introduction to Web Accessibility

2019 | The Chang School of Continuing Education, Ryerson University

Agility, Agile Manifesto, Values for Collaboration, SCRUM methodologies, and Project Management

2018 | AGILE Coaching Engagement