Digital Marketing and eCommerce | Website and Catalog Development and Design | Brand Building | Direct and Social Marketing | Licensed and Franchised Products | SEM/SEO/PPC | Affiliate and Drop Ship Programming | Strategic Marketing Planning and Implementation | Key Account Management | Analytical Reporting | Shared Service and 3rd Party Management


• A distinguished sales and marketing career with significant achievements in sales and marketing across several consumer product   industries; in manufacturing, wholesale, retail and ecommerce.

• Developed and projected managed several initiatives for the largest pure play online tech retailer in the world.

• Created and launched 100’s of online experiences for major brands and top selling categories on the largest pure play online   musical; instrument retailer in the United States.

• Built digital marketing campaigns using SEM, SEO, PPC, Affiliate and Social Media resulting in increased sales, profitability,   conversion;, engagement, customer and brand loyalty.

• Placed and maintained thousands of skus on the largest internet Marketplaces, Amazon, Walmart, Ebay, Wayfair and Newegg.



City of Industry, CA - November, 2014 to Present

• Grew Canadian website - 52%, reduced marketing spend 15%, increased visitor traffic 22% and increased conversion   rate; 40%.

• Direct, execute, manage, monitor and report on Canadian website and 8 International microsites optimizing shared and 3rd party   services.;

• Managed legacy issues from prior Canadian marketing team. Renewed, negotiated, debt managed and terminated 3rd party   agreements; saving the company $ 1 million dollars.

• Developed new partnerships to bring value added services into the company’s loyalty program.

• Created weekly reporting in order to discuss and share results with Executive Leadership.

• Project Managed three financial partner intergrations with new product launches with a total company value of over $200 million per   year.;

• Financial team lead of 4,000 new showroom build out in new Canada facility planned to open in June 2015.

• Marketing Leader for Australian website - planning to launch Q1 of 2017


Musician's Friend, (a division of Guitar Center)

Westlake Village, CA - May, 2012 to June, 2014

• Revived failing Music123 brand, increased sales by $6 million, improved engagement and increased conversion by 82%, developed   a; Marketplace strategy and reversed negative EBITDA trend ending the fiscal year with a 3% increase. The following year increased   sales; by 20% and produced a robust EBITDA for the brand.

• Directed and managed all campaigns and initiatives on the website.

• Developed, executed and manage 90 individual brand, category and product landing pages resulting in 12% increase in conversion   and; incremental increase in demand.

• Created, implemented and administrated 26 national sweepstakes that produced over 1 million entries and increased CRM list 18%.

• Project and Editorial content manager of Musician’s Friend daily blog “the HUB". Migrated and produced over 500 articles in less   than; 150 days generating over 750,000 page views during that franchise’s launch period.

• Authored over 52 original articles on the HUB. Developed key HUB article features including; Buying Guides, Band of the Month,   Artists; Interviews, News Features and Gear Pioneers.

• Marketing outreach programs included email campaigns to an audience of over 2 million, development of website campaigns and   events;, coordination of digital marketing efforts with a shared service team specializing in Social Media, SEO, SEM, PPC/PLA, CSE   and; Internal Search

• Responsible for the content management and updates of over 101,000 product detail pages featuring 436,000 items.

• Developed a variety of sales and marketing analytic templates and KPI reports to measure sales trends and performance using   MicroStrategy;, Omniture, Amazon Analytics, Terapeak, Google Analytics and other applications enhancing overall reporting visibility   and; setting a standards review process.


Bridgecraft USA, Inc.

La Mirada, CA - August, 2007 to May, 2012

• Built a start-up into a National MI Brand with annual revenues of $10 million dollars.

• Created a B2B and B2C interactive eCommerce site.

• Managed all SEO, PPC, SEM, Affiliate and Social Media initiatives.

• Created the De Rosa Kids musical educational toy line.

• Created a profitable drop-ship program, generating $4 million per year.

• Launched and managed the largest group of independent, third-party eBay sellers specializing in musical instruments.

• Established and enforced Minimum Advertised Price Policies.

• Developed new product and merchandising initiatives increased SKU count from 200 to 6,000 items creating incremental demand of   3.5; million per year.

• Created the number #1 selling kid’s drum set on Amazon for three years running 2009 - 2011.

• Improved and enhanced products reducing return rates by 85%.

• Managed international and domestic purchasing, produced forecasting and allocation templates for a $7 million dollar a year open   to; buy.

• Travelled to China 8 times and visited 42 factories in four years.

• Created a pricing matrix that increased Gross Margin by 19%.

• Managed Accounts Receivable, increasing collections by 41% per year and lowering risk by 25%.

• Managed 4 national trade shows per year, generating in incremental annual revenues.

• Designed and launched public relations, trade advertising programs and social media campaigns.

• Developed videos for product demonstrations, instruction and company marketing purposes.

• Recruited inside and external sales forces, consisting of 6 inside and 12 outside.

• Full profit and loss responsibility improved sales by 62% and gross profits by 17% in 26 months.


Bradley Gold Designs, Inc.

Gardena, CA - October, 1997 to July, 2007


Cranberry Manor Antiques, Lake Forest, CA - August, 2004 to May, 2007

Sofa Lady Furniture Outlet, Lake Forest, CA - January, 2002 to April, 2007


Platform Bed Unlimited, Inc., Bell, CA - February, 1993 to September, 1997


California State University – Northridge - Bachelor of Science, Marketing

Santa Monica College - Santa Monica - Associate of Arts, General Studies/Business

Brandman University - Orange - Certificate of Leadership, Business

Certified Google AdWords Partner | Certified Lean Six Sigma Green Belt | Certified Lean Six Sigma Yellow Belt

Proficient in Excel, Word, Publisher, PowerPoint, Share Point, Outlook, Quick Base, Photoshop, Google Analytics, MicroStrategy, JIRA, RPG , WordPress and several other applications and programs.


Committee Chair - Tournament of the Hills WBA Marching Band Competition 2009 – 2014

Vice President – Trabuco Hills High School Jazz Ensemble 2014-2015

SAG/AFTRA Member | Bingo Official 2011-2017 |Retired Second Hand Antique Appraiser Licensee | Musician