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Amy Labroo

Senior Director, Innovation & Emerging Technology

Digital Marketing Executive | eCommerce | Paid Media | SEO | SEM | OmniChannel |Social Media | Content Marketing | Programmatic Media | Performance Marketing | Digital Analytics | Data Strategy

New York City Metropolitan Area

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Amy Labroo's Email Addresses & Phone Numbers

Amy Labroo's Work Experience

Wyndham Hotels & Resorts

Senior Director, Innovation & Emerging Technology

February 2015 to September 2015

Parsippany, NJ

Playground Global

Head of Digital Marketing

May 2017 to September 2017

San Francisco Bay Area

Virgin America

Director of Digital Marketing

October 2015 to May 2017

San Francisco Bay Area

Amy Labroo's Education

Rutgers Business School

MBA, Organizational Management & Marketing

Rutgers University

Bachelors, English

Amy Labroo's Professional Skills Radar Chart

Based on our findings, Amy Labroo is ...

Devoted
Strong sense of self
Persuasive

What's on Amy Labroo's mind?

Based on our findings, Amy Labroo is ...

50% Left Brained
50% Right Brained

Amy Labroo's Estimated Salary Range

About Amy Labroo's Current Company

Wyndham Hotels & Resorts

Liaison between business and IT to help identify emerging technologies and innovation opportunities to improve the experience for our guests, employees and hotel owners.

Frequently Asked Questions about Amy Labroo

What company does Amy Labroo work for?

Amy Labroo works for Wyndham Hotels & Resorts


What is Amy Labroo's role at Wyndham Hotels & Resorts?

Amy Labroo is Senior Director, Innovation & Emerging Technology


What is Amy Labroo's personal email address?

Amy Labroo's personal email address is a****[email protected]


What is Amy Labroo's business email address?

Amy Labroo's business email address is a****[email protected]


What is Amy Labroo's Phone Number?

Amy Labroo's phone (212) ***-*119


What industry does Amy Labroo work in?

Amy Labroo works in the Consumer Goods industry.


About Amy Labroo

📖 Summary

Senior Director, Innovation & Emerging Technology @ Wyndham Hotels & Resorts Liaison between business and IT to help identify emerging technologies and innovation opportunities to improve the experience for our guests, employees and hotel owners. From February 2015 to September 2015 (8 months) Parsippany, NJHead of Digital Marketing @ Playground Global • Digital lead for Android creator Andy Rubin’s innovation incubator and 1B+ valued startup focused on building innovative and future proof solutions through technology within his Innovation Incubator• Responsible for launching creative, digital marketing channels and analytics for a new to market product and brand• Lead all digital marketing initiatives including search engine optimization, search engine marketing, social media marketing, display/programmatic marketing, content marketing, email marketing, campaign landing page development, retargeting and marketing automation.• Implemented conversion optimization testing, tag management and closed loop web analytics• Lead cross-functional marketing efforts to help develop, support and market through sales• Effectively partnered with product, retail and sales to help reach company revenue goals• Lead rigorous A/B, multivariate testing and campaign optimization• Lead all measurement and analytics for marketing functions including impressions, ROAS, share of voice, brand coverage, SOV/SOI, campaign effectiveness, engagement• Responsible for managing budgets of $65M+ for all digital and out of home channels From May 2017 to September 2017 (5 months) San Francisco Bay AreaDirector of Digital Marketing @ Virgin America • Head of digital marketing including all aspects of customer acquisition, traffic generation, website data governance/analytics/reporting & customer life cycle journey.• Responsible for revenue generation and optimization of all digital channels including SEM, SEO, Local search, Display, Programmatic, Retargeting, eMail, Social, and Affiliate,• Responsible for website analytics, maintenance, production and content updates on Virgin America digital assets• Responsible for leading a team of 6 including web production, web analytics, eMail marketing, and digital media specialists• Creating website strategy for VirginAmerica.com including building and optimizing website including all aspects of SEO, increasing content, images, reviews, video, etc• Leading eMail campaign redesign and increased eMail sign ups by 300+% • Developing digital campaigns to promote brand and increase revenue through paid channels by 22%• Creating new channels for growth through local and unbranded search, programmatic, dynamic ads, etc• Working to provide counsel to various business units and clients across both tradition and digital marketing channels to develop measurement and optimization solutions• Responsible for all web, mobile and app related data mining and statistical web analysis •. Defining & optimizing business logic to drive marketing campaign designs, experimental design and multivariate testing• Designing, developing and defining analytics optimization plan and process• Executing and managing marketing campaigns & analysis through deep insights to drive business results and inform strategic planning and optimization From October 2015 to May 2017 (1 year 8 months) San Francisco Bay AreaSenior Director eCommerce, Online Marketing @ Wyndham Hotels & Resorts • Developing and leading digital business strategy for Wyndham Vacation Rentals• Responsible for building all aspects of online marketing including SEO, SEM, Affiliate, Social, Local, & eMail• Responsible for customer experience and onsite optimization of web related activities on various platforms including desktop, tablet and mobile From February 2014 to February 2015 (1 year 1 month) Parsippany, NJDirector of SEO, Global eCommerce @ Wyndham Hotels & Resorts • Developed, lead and executed strategic projects expanding the organic search presence and traffic for 14 brands / 7.4K properties including micro formatting, enhanced dynamic meta tags, automated sitemaps, mobile, international and meta tags, etc• Increased organic traffic by 119% from 2012-2013• Increased organic revenue by 33% from 2012-2013• Implemented local search strategy for 7K+ properties and increasing local revenue by 300%• Responsible for growing organic search conversion by 20% • Responsible for increasing unbranded organic search by 45%• Responsible for all aspects of optimized marketing copy and keyword strategy• Responsible for linking strategy and building over 500K links from various directory websites to brand websites• Responsible for monitoring site health via Google Analytics, Google Webmasters, Omniture, Seomoz, etc.• Responsible for growing website pages and entry points in search engines from 50K to 5MM (10,000%) in 2013 with the addition of new Event pages, Tags, and Reviews capturing long tail search traffic • Responsible for strategically setting up and implementing social media/local strategy• Working with all online marketing channels to leverage keyword analysis to increase traffic overall through paid media, email marketing, affiliate and social channels• Forecasted and budgeted for all local and Seo initiatives• Conducted various multivariate tests to increase conversion for landing pages• Created and implemented organic mobile strategy, increasing organic mobile revenue by 55%• Created senior level reporting dashboards to empower effective decision making on performance marketing activity From August 2011 to February 2014 (2 years 7 months) Parsippany, NJAudience Development Director @ YourTango • Head of digital marketing and audience development at relationship/love startup Yourtango.com including paid media, marketing programmatic, local search, SEO, affiliate marketing and video• Generating and managing various CPC/PPC campaigns to increase traffic and conversion• Overseeing YourTango.com SEO initiatives (working with SEO resourcesto coordinate SEO content production, on-site optimization, link buildingand strategic partnerships)o Increased search traffic through organic search on Google by 100%• Managing YourTango.com's social media presence and engagement(primarily Facebook and Twitter)• Responsible for building YourTango's registered user base and newsletter subscribers• Analysis and content recommendations using various tools (Omniture, Google Analytics, ComScore, Constant Contact, AdConductor.)• Increased Uniques & Page Views by 50% to 1.8M and 9M • FB Fans by 250% to 30K From November 2010 to August 2011 (10 months) Associate Director of Online Development @ Advantage Business Media • Managing a team of business analysts, product managers and IT developers• Managing the launch of 16 websites and liaise with development, editorial, sales, and web production teams• Creating and developing strategic initiatives to increase social reach and user engagement on and offsite• Responsible for web strategy and operations (20 brands with websites and daily emails) • Integrating social media through brand Facebook and Twitter accounts• Negotiate contracts and manages vendor accounts and third party partnerships• Directing and coordinating all web dev programs; consistently optimized planning, competitive analyses, feature requirements, scope, content, design, budget, workflow, usability testing and program launch From July 2008 to January 2011 (2 years 7 months) Rockaway, NJManager of Online Development @ Advantage Business Media • Managing a team of 7 web production specialists that deploy over 180 eNewsletters per month and update over 18 websites.• Responsible for increasing traffic and managing all aspects of SEO strategy development and implementation on 18 websites, covering the areas of Meta tags, Sitemap generation, Social book-marking, SEM campaigns, URL rewrite, Anchor links, etc. Also reporting and analytics for these websites including User traffic, Ad banner traffic, and Newsletter response used by all sales reps, publishers & editors.• Increased newsletter circulation base and open rate, click-through-rate, and delivery for over 50 newsletters. • Proficient in Web Analytics tools including Google Analytics, ExactTarget, Omniture, Webtrends, DART, Cognos, ClickTracks, Dartmail, & Omail.• Responsible for new online initiatives including digital magazine tracking, partnerships and affiliations, auctioning of Ad Space, Taxonomies and Lead generation. • Training of over 50 sales reps on reporting systems, lead generation, and overall online sales strategy.affiliations, auctioning of Ad Space, lead generation, etc.• Managing a team of 7 that deploy over 180 eNewsletters per month and update over 18 websites.• Training of over 50 sales reps on reporting systems, lead generation, and overall online sales strategy From December 2006 to June 2008 (1 year 7 months) Head of Digital and Creative @ GSK • Vice President of Digital Marketing, Performance & Creative Lead for GSK’s US Consumer Healthcare division• Driving GSK’s US Marketing digital and data transformation by providing the vision, strategic priorities, roadmap and framework for the US organization across 33+ brands and websites• Leading digital integration for GSK & Pfizer Consumer Health Care including web, performance and digital marketing, consumer engagement measurement, attribution & data strategy• Leading GSK US’s digital excellence priorities: Search, SEO, video, audio, mobile, digital commerce, social media, programmatic and content for $6B Market• Implementing ML applications to digital marketing/web channels through smart/auto bidding, multivariate testing, chatbot/conversational search and dynamic copy/creative optimization• Building GSK US’s digital measurement framework across all marketing channels, creative and content• Leading performance framework to optimize against effectiveness and efficiencies for media and creative including establishing creative and media taxonomy, KPIs, benchmarks and performance goals connected to sales growth• Building data strategy and framework across 33 brands and 5 categories to enable 0P, 1P & 2P data to enable personalized experiences and sales growth Greater New York City AreaDirector, Digital Marketing & OmniChannel @ GSK • US digital marketing, e-commerce & omnichannel lead for GSK’s US Consumer Healthcare• Driving GSK’s US digital transformation by providing the vision, strategic priorities, performance marketing mindset and data driven approach to driving a new way-of-working through the US organization• Working across 36 brands ensuring their strategy and go-to-market plans deliver strong business results.• Leading digital and omnichannel for leading CPG healthcare products including Excedrin, Tums, Sensodyne, Abreva, Flonase, Nicorette/Nicoderm, Benefiber, Breathe Right, etc.• Leading performance marketing strategy driven ROI improvements in various acquisition channels including television, SEM, email, SEO, display, programmatic and social media• Leading eCommerce for 16 brands, 400+ SKUs on 7+ online retail channels including Amazon.com, Walmart.com, Target,com, etc.• Authoring and evolving customer engagement by connecting off/online marketing and building a data first, digital first culture• Leading omnichannel engagement strategy from data requirements to execution channels• Evolving GSK's marketing technology to single view of the customer and the ability to orchestrate human experiences across all channels• Partnering with brand, shopper marketing, analytics and tech to provide insight that drives the brand evolution, and translating that brand positioning to omni-channel customer experience• Developing and leading digital marketing and analytics education and training in partnership with Cornell Tech for marketing and sales leadership From October 2017 to August 2019 (1 year 11 months) Greater New York City AreaDigital Business Analyst @ Reed Business Information • Responsible for all aspects of traffic generation on ReedLink including SEO, blogs, RSS feeds, SEM, and linking strategies.• SEO strategy development and implementation contributing to an increase in traffic from Jan – June 2006 of 221,462 Unique Visits and a CMGR of 25%• Responsible for registration conversion• Responsible for setting business requirements and QA for all SEO related IT/Programming changes• Responsible for all reporting and analytics on ReedLink• Responsible for negotiating linking partnerships• Holding responsibility on general marketing responsibilities whole Marketing Associate position is being filled• Coordinating the selection of ReedLink URL change From October 2005 to December 2006 (1 year 3 months)


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In a nutshell

Amy Labroo's Personality Type

Extraversion (E), Intuition (N), Feeling (F), Judging (J)

Average Tenure

1 year(s), 5 month(s)

Amy Labroo's Willingness to Change Jobs

Unlikely

Likely

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