Company: Intrax – AuPairCare
Job title: Vice President
How many years has your organisation been a continuous member? 20+
Which Sector Panel do you fall under? Travel Safety
Years of relevant experience you have for this role: 15+
Please indicate any relevant qualifications you have for this role
I am the U.S. Department of State Responsible Officer for Intrax’s largest J1 program – AuPairCare. I have full P&L responsibility and risk management oversight. I manage a 200+ member team focused on the customer experience – making constant improvements to the participant’s online and in-person educational, cultural and travel journey. Mental health training, crisis management and international travel support have been a major investment and focus for me and my team as we navigate the post-covid exchange world. In conjunction with our 40+ international partners, field staff and consulates around the world we strive to provide the best travel and on-program support to our participants.
I want to be a motivational leader and instituted five pillars to navigate our business: 1) Personal Cultural Connections 2) Transparency 3) Simple Technology 4) Wellness/Balance 5) Growth. I lead by example and vet business decisions by these pillars and encourage my management team to do the same so we are all aligned in the right growth trajectory.
In my personal life, we have hosted 8 au pairs in our home over the years. We love to eat and we love to travel. We enjoy hosting international friends, partners and staff in our home to share a good meal, have a good laugh and make people to people connections.
I am excited about the opportunity to serve on a WYSE industry panel and be a positive ambassador for the confederation and the travel industry as a whole.
Please give a full outline of your professional and personal experience and skills that are relevant to your application
ACCOMPLISHED & DYNAMIC BUSINESS LEADER IN OPERATIONS, SALES, MARKETING & REVENUE GENERATION
Motivational leader who brings out the best in teams and establishes positive client/vendor/partner relationships. Proven record of generating results via creative technology solutions and pragmatic marketing strategies. Well-respected and trusted; frequently promoted and rewarded for exemplary performance/results.
Operations/Systems Management Full Profit-and-Loss Responsibility
Strategic Planning & Execution Sales Forecasting & Modeling
Multi-Channel Marketing Strategies Public Relations
Team Building & Leadership Digital Marketing International Sales & Marketing
INTRAX – AUPAIRCARE – San Francisco, CA – 2016-Present
Sr. Vice President / General Manager
Responsible for the operations of a multi-million dollar international cultural exchange organization. Lead a team of 200+
employees and have full profit and loss responsibility. Designated Responsible Officer with the U.S. Department of State to ensure regulatory compliance. Member of the company’s Global Sr. Leadership Team focused on risk management.
Introduced new product offerings and upsell opportunities that achieved $400K annual profit.
Restructured international recruitment model to focus on most profitable markets.
Spearheaded conversion of a legacy database to the Salesforce platform enabling scalability and modernization of customer
Created tiered sales incentive model for 200+ member field sales team that led to improved morale and increased revenue. Catapulted marketing strategy to broaden sales; lead generation, social media, website revamp, ambassador programs and
Implemented series of cost reductions including outsourcing job functions and eliminating low growth markets.
AUPAIRCARE – San Francisco, CA – 2010-2015
Vice President / Senior Director of Operations / Director of Matching & New Product Development
Responsible for all Sales, Marketing, Customer Service and Operations. Developed and implemented domestic and international sales/marketing strategies and strategic planning to meet business development goals. Face of the company to international partners, trade associations, media, auditors and legal.
Recruited, trained, and led top-performing 25+ member management team in meeting and exceeding expectations. Revamped the billing experience porting it online and improved financial management and oversight.
Utilized analytics to rearchitect site navigation, streamlining conversion and customer experience.
Digitized all operational systems and eliminated antiquated, paper-based processes.
INTRAX CULTURAL EXCHANGE – San Francisco, CA – 2006-2010
Senior Director of Marketing
Led sales and multi-channel marketing strategies for a company that provides cross-cultural exchanges and educational opportunities worldwide. Led marketing team in search engine optimization, pay-per-click management, and customer success stories. Directed all domestic and global advertising campaigns for the company’s cultural exchange programs. Planned and managed $1 million budget.
Grew leads and conversions during intensive growth period within the company; implemented email strategy that automated the sales cycle and improved conversions.
Improved site rankings by 4 positions within 1 year through onboarding the company’s 1st SEO firm. Created the web site strategy and used analytics to rearchitect site navigation, streamlining the customer experience.
Increased participant enrollment by 30% for the high school study abroad program.
MACYS.COM – San Francisco, CA – 2001-2005
Senior Marketing Manager, Bridal / Email Marketing Manager
Promoted to manage all marketing functions and partner with retail locations as well as with weddingchannel.com. Spearheaded marketing strategy/execution for the $70 million online bridal registry business. Oversaw multi-channel promotions, direct mail, email marketing, site enhancements, search engine optimization, affiliate marketing, and partnership development initiatives. As Email Marketing Manager, led macys.com email marketing program for a 3 million email database; presented communications seminars to 300+ team members.
Drove 30% increase in online bridal registration and 22% increase in bridal sales. Initiated the 1st bridal keyword search program with partners Google and Overture, resulting in a profitable 1:20 cost-to-sales ratio.
Expanded the marketing budget for the site by 55%, ensuring achievement of positive ROI for all marketing campaigns and activities.
Increased email database by 77% through a series of effective tactics, including reverse append, retention, and acquisition solutions.
CAREGUIDE, INC. – San Francisco, CA – 1999-2000
Partner Development Manager
Targeted and developed partnerships with media sites that would host Careguide’s site content. Educated partners, vendors, and the community on the impact of child and elder care issues. Managed $1.2 million annual budget. Developed and negotiated contracts that incorporated content exchange, revenue share, marketing, and traffic goals.
Increased co-branded traffic by 200% and improved membership 2x; established successful co-branding partnerships with CoxInteractive, Learning Network, and iVillage.
ALEXANDER OGILVY PUBLIC RELATIONS – San Francisco, CA – 1997-1999
Senior Account Manager / Account Manager / Account Coordinator
Earned fast-track, performance-based promotions. Managed PR for large technology companies, developing PR plans, news releases, and pitch letters. Supervised, mentored, and evaluated performance of staff.
Managed the company’s 1st global account, NCR Financial Group, spearheaded HP’s Net Server Customer Testimonial Program, and guided branding campaign for Realtor.com.
EDUCATION & CREDENTIALS
Bachelor of Arts in Economics
LOYOLA MARYMOUNT UNIVERSITY – Los Angeles, CA Study Abroad Program
Member, Alliance for International and Cultural Exchange Member, Email Marketing Association & Project Managers Forum Member, San Francisco Chamber of Commerce
Technology Skills Summary
Marketo, Drupal, Salesforce Integration, Google Analytics, Survey Monkey, VerticalResponse, Intacct
In no more than 25 words please state why you are perfect for this position
Action = Success
I live this motto with a strong work ethic and track record of results. A trusted leader, ready to serve WYSE members.