Willscot - Qualifications

Welcome! I'm thrilled to present how my experience and qualifications align perfectly with the listed qualifications for the Sr. Director, Digital Experience role at WillScot. In the following tabs you will find a comprehensive overview of my background, demonstrating how I can bring experience and expertice to each requirement. Thank you for this opportunity; I am eager to contribute to the continued success of your team.

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Below I’ll take you through each of the qualifications outlined in the original job description and how I see my experience aligning to the role. Simply use the +/- to view each of the areas.

I hold a Bachelor of Arts in Marketing from DeVry University, complemented by an MBA in International Marketing from South University, where I graduated magna cum laude with a GPA of 3.9. My education in marketing, enhanced by advanced business studies, has provided me with a solid foundation in both practical and strategic aspects of digital marketing and business management. Additionally, I have pursued continuous learning and professional development, earning more than 100 certifications, including 12 Google Certifications, multiple HubSpot certifications, and over 80 LinkedIn certifications. This extensive educational background and commitment to lifelong learning align with the multidisciplinary knowledge expected for the Sr. Director, Digital Experience role, ensuring a robust understanding of business, finance, economics, and digital strategy integration.

I have a robust track record in launching B2B eCommerce platforms and integrating AI/ML-driven solutions to elevate digital strategies and customer experiences. At Claire’s, I directed the transformation of the next gen eCommerce site into a multi-million-dollar digital business. This involved implementing advanced personalization and targeting on-site through the use or both Optimizely and Monetate platforms, based on user profiling and cookie level data. By leveraging customer data, we were able to deliver tailored experiences that significantly increased engagement and sales.

At Sears, I managed a $160M digital eCommerce business where I introduced AI-driven personalization through the use of Monetate. These tools analyzed user behavior to offer customized product recommendations and dynamic content, enhancing the overall shopping experience and driving higher conversion rates.

Beyond these specific projects, my experience with AI/ML technologies extends to various other initiatives. For example, at Panduit, my team launched early stage predictive analytics to optimize marketing strategies and improve lead generation. Additionally, at Cherwell, I utilized machine learning to refine our ABM programs, ensuring that our efforts were precisely targeted and highly effective.

Currently, I am leading the AI steering committee at Repligen alongside our CIO. This initiative involves piloting several cutting-edge tools, including Microsoft Co-Pilot and Salesforce Einstein. These tools are being tested to enhance our global business operations, streamline workflows, and improve decision-making processes through advanced analytics and automation.

My  experience in deploying AI/ML-driven solutions across various organizations demonstrates my ability to harness the power of these technologies to drive digital transformation, enhance customer experiences, and achieve strategic business goals.

Throughout my career, I have successfully developed and implemented digital solutions using major platforms such as Salesforce and SAP, showcasing a deep understanding of CRM systems and their integration. At ADP, I led initiatives to centralize digital marketing strategies using Salesforce, enhancing our demand generation efforts. At Claire’s, working closely with the CDO, I led the optimizations of Salesforce, including that of integrating data from Store sales and marketplace channels to streamline customer engagement and drive eCommerce growth. At Cochlear, Cherwell, Nile, and most recently Repligen, I led Salesforce initiatives that improved data-driven marketing and sales strategies. Additionally, I managed Microsoft Dynamics implementations at Panduit, demonstrating my versatility and expertise in CRM platforms. Currently, I am leading a comprehensive initiative at Repligen to integrate SAP, Salesforce, and our eCommerce platforms to drive targeted consumables sales and optimize upsell/cross-sell opportunities. My strategic use of data technologies, including Snowflake, has significantly enhanced data-driven decision-making and operational efficiencies across these organizations, highlighting my proficiency in integrating and optimizing cutting-edge technology stacks to drive digital transformation and achieve organizational goals.

Early in my career, I began as a database developer, which laid the foundation for my technical expertise. I transitioned into software development, gaining hands-on experience and deepening my understanding of technology’s role in business. Moving into the digital space in the early 2000s, I honed my skills in digital product development and strategy. I have a proven track record of managing in-house software development teams and collaborating with external vendors to achieve strategic business objectives. At Cochlear and Winston Brands, I directed large-scale digital projects, leading cross-functional teams to deliver significant improvements in digital operations. I have also worked to bring software development capabilities in-house where applicable, enhancing our expertise and operational efficiencies. My ability to develop clear scopes of work and deliverables, coupled with a commitment to owning outcomes, has consistently driven successful project completions and advanced our digital transformation initiatives.

Data is the backbone of any successful digital program, and I am a strong advocate for using data to drive decisions and shape digital experiences that resonate with customers. For nearly 20 years, I have enabled my teams and partners to harness the power of data, making it a cornerstone of my career. From my early days in database development to my current role in digital strategy, my commitment to data-driven decision-making has been unwavering.

Every initiative I undertake starts with a clear goal and a well-defined hypothesis. “Measure early and often” is my guiding principle. This approach ensures that we can pivot and refine our strategies based on real-time insights. By examining both macro and micro-level data points, we can understand broader trends while also addressing specific customer needs and behaviors. This dual focus allows us to create digital experiences that are not only effective but also deeply engaging for our users.

At Repligen, I led efforts to streamline data-driven decision-making processes by integrating multiple data sources to provide a comprehensive view of the buyer journey. This enabled us to identify precisely what was working and what wasn’t. My work with platforms like Snowflake, Looker Studio, Google Analytics, GTM, and Salesforce has equipped me to manage and interpret vast amounts of data, transforming these insights into actionable strategies that drive business outcomes. Additionally, I have built deep integrations with Looker Studio, delivering self-serve, user-friendly visual dashboards. These dashboards empower business teams to act on data and insights quickly, enhancing operational efficiency and responsiveness.

Throughout my career, I have championed the use of data in every organization I’ve been part of. At ADP, I spearheaded the development of a centralized digital marketing strategy leveraging Salesforce, which involved integrating complex data sets to improve marketing effectiveness. At Claire’s, I directed the launch and expansion of the mobile shopping application, utilizing detailed customer data to optimize user experience and engagement. At Cherwell and Cochlear, I focused on bridging the gap between sales and marketing through data-driven insights, helping to repair and strengthen these critical relationships.

Sharing insights from our data has always been a passion of mine. I regularly conduct “lunch and learn” sessions on various topics related to digital and data analytics. These sessions aim to educate and inform teams and peers about the importance of data in our business model. By fostering a data-centric culture within the organization, I ensure that everyone understands the critical role data plays in driving business success and innovation. My approach helps business partners learn and grow, enabling them to make informed decisions that align with our strategic goals.

In summary, my extensive experience and passion for data have enabled me to drive significant improvements in digital strategy and execution. I firmly believe that data is the key to unlocking the full potential of digital programs, and I am committed to using it to deliver exceptional customer experiences and business outcomes.

I believe that a strong business case, supported by robust metrics and a clear ROI, is critical to securing executive buy-in for digital transformation initiatives. Because of this, I have worked hard over the years to continuously refine my skills to be effective at this. Here are a few examples of how I’ve utilized this skillset to help drive strong business results.

At Repligen, I developed a business case for transitioning to a new CMS platform that could scale with our growth and enable us to create highly personalized digital experiences. This new platform would support advanced onsite capabilities like ROI calculators and configurators, enhancing user engagement and conversion rates. My proposal included a detailed analysis of the potential ROI, outlining how the new CMS would reduce operational costs, increase customer satisfaction, and drive revenue growth. By presenting a clear financial and strategic rationale, I secured the necessary executive buy-in and funding to move forward with the project.

At Cherwell Software, I crafted a business case for integrating ZoomInfo into our existing systems. This integration was crucial for enhancing our Account-Based Marketing (ABM) programs by allowing us to identify and target prospects more effectively. The business case highlighted the benefits of improved lead generation, better alignment between sales and marketing, and the potential for increased revenue through more targeted outreach. By demonstrating the clear advantages of this integration, I successfully garnered executive support for the initiative.

For ADP, I focused on the development of new online virtual tradeshow capabilities. The business case I presented emphasized the growing importance of virtual events in reaching a wider audience and maintaining engagement in a rapidly digitalizing world. I outlined the potential cost savings compared to traditional trade shows, the ability to generate high-quality leads, and the opportunity to leverage advanced analytics for better decision-making. The comprehensive analysis and strategic insights provided in the business case helped secure the necessary resources and executive backing to implement this innovative solution.

Each of these examples demonstrates my ability to develop business cases that are not only compelling but also aligned with the strategic goals of the organization. By conducting thorough financial analyses, engaging with key stakeholders, and clearly articulating the benefits of the proposed initiatives, I have consistently been able to secure executive support and drive successful digital transformations.

I firmly believe that the ability to communicate effectively and present ideas clearly is paramount to the success of any digital initiative. Throughout my career, I have honed my communication skills to ensure that complex strategies are conveyed in a clear, concise, and compelling manner to a wide range of audiences, from executives to cross-functional teams.

My approach begins with a deep understanding of the audience and their needs. Whether presenting to the executive team, collaborating with IT and sales departments, or engaging with marketing and customer service teams, I tailor my communication to address their specific concerns and objectives. This ensures that the digital vision and roadmap are relevant and resonate with each stakeholder group.

I excel in breaking down complex digital strategies into easily digestible components. By using data-driven insights, real-world examples, and clear visuals, I make the benefits of our digital initiatives tangible and understandable. This approach not only aids in securing buy-in but also helps in aligning teams around a common vision and set of goals.

Developing comprehensive and persuasive presentations is a key part of my skill set. I focus on clearly outlining the strategic goals, the steps needed to achieve them, and the anticipated benefits for both the organization and its customers. By emphasizing the ROI and the positive impact on customer experience and employee efficiency, I ensure that the value proposition of our digital initiatives is compelling and well-understood.

In addition to formal presentations, my communication skills extend to day-to-day interactions and collaborative meetings. I foster an open and inclusive environment where feedback and ideas are encouraged, ensuring that all team members feel heard and valued. This collaborative approach helps to build trust and ensures that everyone is aligned and working towards the same objectives.

Furthermore, my experience in conducting “lunch and learn” sessions on digital and data analytics topics highlights my commitment to continuous learning and knowledge sharing. These sessions are designed to educate and inform teams about the importance of data in our business model and how to leverage digital tools effectively. By fostering a data-centric culture, I help teams understand the critical role of data in driving business success and innovation.

In addition to my professional experience, my role as an adjunct professor teaching digital communications and project management at Southern New Hampshire University (SNHU) for the past four years has significantly enhanced my presentation skills. In 2023, I was honored with the Instructor of the Year award, recognizing my ability to engage and educate students effectively. Moreover, my public speaking engagements on digital innovations in 2019 and 2020, along with participating in various roundtable discussions on digital topics, have further refined my presentation abilities and demonstrated my capability to communicate complex ideas to diverse audiences.

Overall, my excellent communication and presentation skills enable me to clearly and concisely articulate our digital vision, roadmap, and customer/employee benefits. This ability to convey complex ideas in a straightforward and compelling manner is essential for securing executive support, aligning cross-functional teams, and driving successful digital transformation initiatives..

Negotiation and strategic influence are key strengths I have developed throughout my career, enabling me to drive successful digital initiatives and align them with broader business objectives. My approach involves thorough preparation, comprehensive research, and data analysis to build compelling cases for proposed initiatives. By presenting clear, evidence-based arguments and actively listening to all parties, I foster a collaborative environment that ensures all voices are heard.

I have successfully managed negotiations with both internal stakeholders and external vendors, securing favorable terms and conditions that maximize value and minimize risk. My ability to articulate the benefits and strategic importance of digital projects allows me to influence decision-making at the executive level, ensuring alignment with organizational priorities and goals.

Through a commitment to transparency and integrity, I create an environment of trust and collaboration, ensuring all parties feel confident in the decisions being made. This approach has consistently led to successful, mutually beneficial outcomes that advance the organization’s digital transformation efforts.


Throughout my career, I have had the honor of building and motivating exceptional teams, driving successful digital transformations across various organizations. My leadership qualities have fostered a positive and productive work environment, where team members feel valued, supported, and motivated to achieve their best. This has led to numerous instances where former team members have chosen to join me at different companies, reflecting the strong professional relationships and trust I have cultivated.

If given the opportunity to join WillScot, I am excited about the prospect of building an all-star team, including some of these key individuals, to drive remarkable successes in the digital space. My leadership approach is centered around empowering team members, providing clear direction, and fostering a culture of continuous learning and innovation.

Collaboration and inclusion are fundamental to my leadership style. I actively engage with key leaders across various functions, including IT, sales, marketing, customer service, finance, product, and operations, to ensure alignment and commitment to digital platforms. By promoting open communication and fostering an inclusive environment, I create a shared vision that drives organizational alignment and enhances the effectiveness of our digital initiatives.

I am dedicated to building a collaborative culture where every team member and stakeholder feels heard and valued. This approach not only drives alignment and commitment but also ensures that our digital strategies are robust, innovative, and successful. My commitment to collaboration, combined with my proven ability to lead and motivate teams, positions me to contribute significantly to WillScot’s digital transformation journey.

In the fast-paced digital landscape, adaptability is crucial. Throughout my career, I have demonstrated the ability to swiftly respond to changing market conditions and evolving business needs. This agility has been pivotal in maintaining a competitive edge and achieving sustained success.

I have successfully navigated various market shifts by staying attuned to industry trends and emerging technologies. This proactive approach enables me to anticipate changes and adapt strategies accordingly. For instance, during my tenure at multiple organizations, I have led the pivot to more agile marketing and digital strategies in response to market disruptions, ensuring continued growth and relevance.

Moreover, I am adept at identifying and seizing new opportunities that arise from changing market dynamics. By leveraging data-driven insights and maintaining a flexible mindset, I can swiftly realign priorities and resources to capitalize on these opportunities.

My ability to adapt extends to working closely with cross-functional teams, ensuring that all stakeholders are aligned and informed during times of change. This collaborative approach fosters resilience and agility within the organization, allowing us to navigate challenges effectively and emerge stronger.

In summary, my track record of adaptability, combined with my strategic foresight and collaborative leadership, equips me to thrive in dynamic environments and drive successful outcomes amidst changing market conditions and business needs.

Throughout my career, I have consistently demonstrated a results-oriented mindset, driven by a proactive and high-energy approach. My ability to balance multiple priorities and navigate ambiguous situations has been a cornerstone of my success. At Cochlear, I led the launch of a multimillion-dollar global site. This involved conducting extensive customer and partner focus groups to deeply understand the customer journey. These insights were pivotal in creating a user experience that resonated with our diverse audience, showcasing my ability to balance complex project demands with a focus on delivering impactful results.

Customer obsession is at the core of my approach to digital strategy. I am deeply committed to understanding customer needs and pain points, using these insights to develop elegant and effective digital solutions. At ADP, I initiated an onsite customer survey with a simple yet powerful question: “Did you find what you were looking for? Yes/No.” Contrary to initial skepticism from our CMO, the survey garnered over 5,000 responses in the first 30 days. The insights gained from this feedback drove significant shifts in our marketing programs, underscoring my ability to leverage customer data to inform and enhance digital strategies.

In summary, my results-oriented mindset, ability to manage multiple priorities, and unwavering customer focus enable me to develop and implement digital strategies that deliver tangible results and exceptional customer experiences. This combination of skills and dedication positions me well to contribute effectively to any organization, driving success through a keen understanding of customer needs and a relentless pursuit of excellence.

As a strategic leader, I bring a passion for people, technology and problem-solving. I draw my energy from building and nurturing diverse, high performing teams and helping them unlock their best selves in order to make a measurable, lasting impact for our organization. 

Lets team up and build the next evolution of digital marketing for your organization.

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