2017-2023
Transforming digital experiences and scaling reach in the funeral services industry.
- Context: Service Corporation International (SCI), the largest provider in the deathcare industry, needed to modernize its digital presence across thousands of locations and reach consumers with more personalized, trusted experiences.
- Role: As Senior Director of Digital, I oversaw strategy, product management, and execution for consumer-facing websites and internal platforms, leading cross-functional teams of designers, strategists, and developers.
- Approach: Replatformed and redesigned flagship sites including DignityMemorial.com (with 1,500+ microsites and 2M obituaries), introduced CDP-driven personalization, and established a product management center of excellence with lean processes and agile roadmaps.
- Impact: Increased web traffic by 25% annually, boosted online leads by 42%, and lifted marketing-attributed sales by 57%. Personalization efforts alone improved lead conversions by up to 200%.
- What I Learned: Scale and personalization are not opposites; when supported by strong product management discipline, they reinforce each other to drive measurable growth.
