Senior Producer

Haystack Digital <haystackdigital.com>

New York, NY

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​August 2021– Present

​Collaborate with industry veterans and leaders in professional website design and development services, mobile application software development, and email marketing.

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Senior Director, Integrated Project Management
NYC & Company <nycgo.com>

New York, NY

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​July 2008 – August 2020

​Led a team of 2–6 digital project managers in planning, implementing, executing, monitoring, and supporting multi-faceted and diverse company-wide programs for New York City’s official marketing, tourism, membership, and partnership organization.

 

Lead Project Manager and/or Product Owner for all high-profile, company-wide initiatives

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• 2020: Covid-19 Initiatives: Virtual NYC, Dine in NYC, Shop in NYC, Virtual NYC Site Tours
   

• 2019: NYC Neighborhoods (site-wide refresh);
  Famous Original NYC Tourism Campaign (personalization hub)
   

• 2018: B2B Website Redesign <business.nycgo.com>
   

• Onboarded project management software: Smartsheet, Basecamp

  • Led company-wide rollout and training: 2018–19
     

• Initiated and implemented weekly project status reporting
  (company-wide rollout: Q1, 2018)
   

• Onboarded process, planning, and performance management initiatives (company-wide rollout: Q1, 2018)
   

• 2016–2017: B2C Website Redesign Launch <nycgo.com>

  • Winner: Webby Award 2017 (Travel)

  • Introduced and successfully implemented agile methodology

  • Managed 60+ stakeholders, company-wide

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Marketing Programs​

Management of all company marketing program digital elements 

 

Design, development, UX/UI, editorial (dynamic and static content), digital marketing, advertising and sponsorship partnerships, in-house and out-of-home advertising promotions, sweepstakes, SEO/SEM tactics, analytics tracking integration and reporting, email/ newsletter distribution, international translations, social media strategy/tactics, kiosk digital content, legal clearances, internal/external communication and quality management.

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Digital project lead:

NYC Winter Outing, NYC Restaurant Week, NYC Broadway Week, NYC Off-Broadway Week, Taylor Swift NYC Ambassador, The Signature Hotel Collection, Mix-n-Match Discount Offers (American Express), Comedy Week, Time Out NY, Super Bowl 2014, and dozens more. 
 

Led six consecutive revenue record-breaking NYC Broadway Week seasons (2015–17)
 

-- Instituted program’s inventory tracking process and protocols
 

Increased NYC Restaurant Week visitor traffic over a 2-year period by 92%
 

-- Spearheaded and implemented effective UX enhancements
 

-- Added call-to-action capability to enable users to make reservations directly from menu pages
 

-- Added Open Table’s reservation booking widget,
allowing users to reserve tables by date/time/party size

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E-commerce ​

​Managed the company’s highest-profile digital partnership initiative—online hotel bookings—with Amsterdam-based Booking.com, the world leader in online hotel bookings

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Led e-commerce initiatives with American Express, Mastercard, Ticketmaster, Telecharge, OpenTable, Lyft, AT&T, and dozens more.

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Product Manager, Mobile

Product owner of mobile site redesign.
 

Engaged the entire organization. Strategized, executed, and managed all mobile website product development initiatives. Wireframed mobile integration of all marketing campaigns and company initiatives. Worked closely with external development team. Led phase II development of iPhone app “NYC Map.”
 

Before “responsive,” managed the premier launch of NYCgo.com’s mobile site. Responsible for product development, wireframes, deliverables, timelines, and quality control. Featured evergreen article content and geo-location targeting for events, venues, deals, and offers; mobile site’s 2-week kickoff offered exclusive access to AT&T (sponsor) subscribers
 

Launched premier NYC Restaurant Week® mobile mini-site presence in tandem with the in-house creative department, marketing team, American Express, and third-party mobile developers. Added Foursquare mobile integration
 

Managed mobile rollout and presence of NYC Restaurant Week®, NYC Broadway Week, NYC Off-Broadway Week, and Mix-n-Match Discount Offers. Led Get More Broadway Mobile Sweepstakes, sponsored by yellowpages.com

 

Collaborated with Ticketmaster and Telecharge to grow Broadway Week YOY mobile visits by 118% by enhancing the m-commerce booking experience

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Sports

Planned and executed the creation of the website’s sports vertical. Collaborated with NYC’s Sports Commissioner, his team, and internal stakeholders. Trained junior staff to employ basic HTML and to use content management systems (Ektron, Expression Engine).

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Oversaw creation of NYC Mayor’s Cup online presence, utilizing early adoption of Facebook’s API and Apps; created company-wide, collaborative, cross-departmental processes and timelines for webpage creation and ongoing production, supporting thirteen diverse “Best in the City” high school sporting events year-round.

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International Websites/Translations

Managed the entire lifecycle of nine foreign-language mini-sites, each providing 35+ web pages of essential travel/visitor information for NYC’s 65+ million local, domestic and international tourists. Managed multiple site geo-targeting integrations for successful tourism partnership campaigns. Worked seamlessly with language translation companies and international offices.

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Web Producer

WebMD, New York, NY

Feb 2008 – June 2008

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Tech-Marketing Manager 
(family business—wholesale and retail book sales)

Goodmark, Inc., Brooklyn, NY

​2002 – 2008

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Web Project Manager/Producer/

HTML Coder/TCL Developer

FORTUNE.com, New York, NY

1999 – 2002