Scale. Branded.
Engagement.
I lead teams that navigate the balance between operational rigors and high-exposure digital marketing. I’ve spent two decades proving that creative work can thrive, even inside the most complex organizations.
"Your can-do attitude and problem solving collaboration is the reason we have so many improved processes and experiences for our guests in the Gaming space."
— Shauna Martin, Vice President of Casino Marketing at The Cosmopolitan of Las Vegas
A proud email team at MGM Resorts International
$1B+
Ecommerce Revenue
Ensured content accuracy and availability to support website transactions
21
Resort Brands
Content governed under a unified digital portfolio ecosystem across MGM Resorts International
30M+
Marketing Emails
Dynamic, data-variable driven personalized deployments
Market Optimization Briefings
The Mobile-First Email Transformation
The Challenge A few years ago, we hit a wall: our guests were reading almost everything on their phones, but our internal review process was still stuck on desktop monitors. The designs looked great on a 27-inch screen, but they were breaking and misaligned by the time they hit a customer's inbox. We were essentially designing for ourselves, not for our guests.
The Approach I led the team through a hard pivot to a "mobile-first" approach. To make it stick, I couldn't just tell people to think mobile—I had to change the process. I personally built a web-based tool that forced stakeholders to review and approve every email in a mobile simulator before they could even see the desktop layout. It wasn't just a design change; it was a way to force everyone to see what the guest saw.
The Business Impact The result was a total shift in how we built campaigns. Once everyone was looking at the mobile experience first, the creative quality caught up to actual guest behavior. It wasn't just "nicer to look at"—the alignment led to a 25% year-over-year increase in our conversion rates during a tough economic market, proving that when you design for the guest's actual experience, the business results follow.
Enterprise Content Governance & Scale
The Challenge I was responsible for keeping our brand identity consistent across a massive portfolio of resorts, restaurants, and entertainment venues within multiple technical tools. With hundreds of entities to manage, the goal was to ensure our content was always accurate and on-brand without creating a bottleneck that would slow down our marketing teams.
The Approach I designed centralized content workflows that connected our property teams directly to our enterprise content team. We weren't just managing websites; we were keeping thousands of moving parts organized (including over 500 room types, 400+ dining outlets, and 100+ entertainment venues) and making sure that every piece of content was available for multiple digital channels.
The Business Impact By establishing clear, repeatable processes, I removed the friction that usually slows down large organizations. This allowed our teams to move faster and update content almost on the fly, which directly translated into better guest booking experiences and more revenue across every category we managed.
Core Marketing Strengths
SEO & AEO/GEO
Managing dynamic local profiles and discoverability for over 400+ distinct hospitality sub-outlets simultaneously.
Multi-Brand Digital Strategy
Harmonizing vast, distinct corporate brand portfolios with standardized property marketing goals.
Content Legality
Ensuring that digital marketing content is appropriate and compliant.
Did You Know?
I was an invited industry thought leader and keynote co-speaker on "The Complete Customer Experience & AEM" at the 3|Share + Adobe’s AEM EVOLVE'15 conference. Additionally, I co-presented the session “Scaling the AEM Customer Experience” the next year.