Career Overview
Lisa’s passion for marketing tech led her to roles in hospitality, corporate affairs, CPG, and pharmaceuticals, culminating in the founding of Double Dutch & Company, a digital marketing agency specializing in restaurants, retail, tourism, and hospitality. Her expertise has been further honed through work with clients like Sears, Lufthansa, Ford, Anheuser-Busch, Marriott, and JCPenney, equipping her to support startups, emerging businesses, and larger enterprises in the digital space.
In her most recent role, Lisa successfully scaled Taylor Guitars’ web presence from a single site to a multi-million dollar online business. During her 7 years at Taylor Guitars, Lisa excelled in digital strategy, e-commerce, UX/UI design, SEO, team leadership, budget management, and P&L responsibility.
Key Strengths: Digital strategy, e-commerce, UX/UI design, SEO, team leadership, budget management, and P&L responsibility.
Proficiencies: Drupal, WordPress, Shopify, SalesForce Commerce Cloud, Adobe Creative Suite, Google Analytics, Google Tag Manager, Google Search Console, HotJar, Google AdWords, Meta Ads Manager, Jira, Monday, Asana, MailChimp, Adobe Campaign, Klaviyo, VWO, Vimeo Interactive and more.
At a Glance
- Fostered and maintained strategic relationships with 15 AOL/Time Warner brands and partners with combined yearly ad revenue of over $13 million
- Created solutions for print, website optimization, technical reporting and operational issues while tracking revenue goals
- Began at AOL as Corporate Marketing Support in 1998 for Digital City, was quickly promoted to the award-winning Interactive Marketing department and held a variety of account management positions servicing well-known regional and national clients
- Development, execution and management of signature (key revenue generating and retainer) online brand marketing campaigns for leading Corporate and Fortune 500 companies in various industries including automotive, food and beverage, CPG, travel, gaming, entertainment, healthcare and pharmaceuticals
- Management of internal Client Services teams (five to nine direct reports per project).
- Notably, over half of my campaigns received variety of accolades, trade recognition with a stellar retention and renewal record.
- Co-founded independent digital agency specializing in online marketing and advertising
- Spearheaded search engine marketing, social media strategy, UX design, web development
- Collaborated with client representatives for business consulting purposes and defining KPIs
- Led planning and management for tech implementation, UX roadmaps, and analytics/econometrics
- Drive online reputation management, project design, and client education to foster user adoption
Instructor for SEO Strategies and Writing Program, Advanced SEO and Understand Search & OnlineMarketing, Advisor for Social Media Marketing Bootcamps
- Supervised design and development teams to deliver outstanding digital experiences and tools
- Developed web and mobile applications, decision engines, gamification scenarios, and behavioral design
- Managed MarTech strategy and implementation through wireframes, UI/UX, and platform selection
- Established and maintained business processes, vendor relationships, and external tech teams
- Drove strategic direction and tactical solutions for digital and technical projects
- Managed search strategy, email marketing, digital PR, UI/UX design, web development and social media
- Orchestrated digital projects to define scope, manage vendor relationships and facilitate collaboration
- Conduct experience design and front-end development on client-specific projects
- Oversaw accounts management team to provide strategic guidance and professional mentorship
- Supervised agency account timelines, budgets, SoWs, project parameters, and day-to-day operations
- Optimized profit-and-loss analysis and consistently identified opportunities for upsell.
- Managed all web operations for Taylor Guitars and its subsidiaries, including UX design and oversight of digital properties across various platforms.
- Planned, facilitated, and enhanced Taylor’s digital footprint by expanding the web ecosystem from 1 to 13 sites, significantly increasing the company’s online presence and market reach, including expansion into Asian markets.
- Supervised and coordinated with vendors, developers, and designers to deliver high-quality digital solutions.
- Led a team of 4, focusing on e-commerce strategy, research, new project creation, quality assurance (QA), and performance monitoring, Email Marketing and CRM Management, Digital Design and Digital Project Management
- Crafted and implemented innovative guitar shopping experiences that featured informative and intuitive content designed to drive user conversions and engagement.
- Introduced and managed Taylor’s direct-to-consumer online sales channel, and coordinated to develop comprehensive email marketing and CRM strategies to enhance customer interactions and retention.
- Collaborated with leadership to strategize improvements in data collection, optimizing performance through conversion rate optimization (CRO) and CRM techniques.
- Managed marketing budgets to ensure a positive financial outlook while expanding marketing capabilities and transforming the traditional marketing department into a full-service team supporting all company initiatives.
- Oversaw the execution of performance marketing and SEO initiatives, including strategic planning, creative oversight, budget management, and media mix optimization.
- Coordinated with departmental leads to ensure alignment with overall business objectives and to enhance Taylor’s digital footprint across all departments and sub-brands.