Digital, Marketing Technology and Transformation Leader

Agencies and e-commerce

I grew up professionally in digital agencies and online retail. That is where I learned to ship: clear requirements, real deadlines, and teams that mix creative and technical people.

At one agency I led a team of about 100 people. I owned delivery, financial performance and our major client relationships.

Director, Digital Strategy and Digital Marketing

I joined Hadassah as Director of Web Strategy and was promoted to lead digital strategy and digital marketing. Hadassah has 300,000 members. I led its national digital strategy, CRM, online fundraising and analytics.

I rebuilt the CMS and CRM and connected data and campaigns across fundraising, membership, communications and IT. I owned the technology vendors and budget, and cut about $250,000 a year in costs. Testing and segmentation grew online donations 35% and donor acquisition 40%.

Director, Operations and Sales

Next I moved to the business side. I ran operations, sales, vendors and client delivery. I redesigned pricing, processes and CRM workflows, and profitability rose 30% in one year.

Director, Audience Engagement and Marketing Technologies

The URJ serves more than a million people. I led its data, CRM, marketing technology, analytics and digital operations.

I defined how Salesforce and Marketing Cloud would work across marketing, fundraising, programs and IT. I set up governance, segmentation and reporting across departments, and led a team of eight. Email subscriptions grew more than 150%.