KIMBERLY O'CONNELL-CALVO
Orlando,FL
Summary
Performance-led marketing executive with 15+ years building and scaling growth engines across high-velocity B2C and enterprise environments, spanning health, fintech/payments, telecom, and subscription-driven businesses. Known for turning ambiguity into a measurable operating system—attribution, dashboards, experimentation, and cross-functional cadence—while protecting brand trust and unit economics. Built a performance marketing engine from $0 to $100M in annual media investment and operated a $250M P&L, scaling digital channels to $4B+ in online revenue through disciplined funnel optimization, lifecycle strategy, and partner ecosystems.
Overview
15
15
years of professional experience
Work History
Chief Product Officer / SVP, Product Marketing & Growth
MEDIA CULTURE
01.2023 - Current
- Performance-led growth and product marketing leadership across multi-client portfolios (B2B and B2C).
- Scaled acquisition programs across multiple client portfolios, delivering up to 258% lift in customer acquisition by rebuilding creative testing, audience strategy, and conversion paths end-to-end.
- Created performance-based commercial models (CPA / cost-per-sale) and full-funnel reporting that improved deal economics and tightened accountability across media, creative, and client stakeholders.
- Built demand and lifecycle funnels (paid, retargeting, email nurture) with measurable stage gates, improving conversion rates and reducing wasted spend through clearer attribution and QA governance.
- Partnered with client executives to translate growth targets into operating rhythms (weekly performance reviews, experimentation roadmaps, and budget reallocations) that improved speed, focus, and outcomes.
- Remote
AVP, Digital Marketing & eCommerce
TRACFONE WIRELESS (VERIZON)
Miami, FL
01.2016 - 12.2020
- Owned full-funnel growth, eCommerce, and partner commerce across DTC, marketplaces, and big-box retail.
- Built the performance marketing engine from $0 to $100M in annual media investment while managing a $250M P&L and governance for growth ROI, CAC, and LTV.
- Scaled a $4B+ online revenue channel by integrating paid media, on-site conversion optimization, and retail/marketplace partnerships (Amazon, Walmart, Target, Best Buy).
- Established attribution, reporting, and operating cadences that improved budget allocation decisions and increased funnel efficiency across acquisition, activation, and retention programs.
- Led cross-functional teams spanning paid media, creative, analytics, eCommerce, and partner operations to deliver on aggressive growth targets without sacrificing customer experience.
VP, Digital Growth & Customer Experience
INTERNATIONAL MONEY EXPRESS (INTERMEX)
Miami, FL
01.2013 - 12.2015
- Fintech/payments growth leadership across digital acquisition, lifecycle, and customer experience modernization.
- Modernized digital acquisition and lifecycle programs across core customer segments, improving conversion paths and retention levers through tighter segmentation and messaging governance.
- Partnered with Product, Compliance, and Customer Care to improve customer journey reliability and reduce friction in high-volume transactional flows, strengthening trust and repeat behavior.
- Implemented performance dashboards and KPI reviews to align Marketing, Product, and Operations on unit economics, funnel health, and prioritization across initiatives.
- Led cross-functional programs to improve digital experience quality, ensuring brand-safe execution while accelerating time-to-launch for growth tests and enhancements.
VP, Marketing & eCommerce
CAPILLUS (CURALLUX)
01.2011 - 12.2012
- Subscription and DTC growth across performance media, conversion, and lifecycle engagement.
- Owned performance media and conversion strategy for a subscription-driven DTC business, improving funnel efficiency through structured testing and landing-page optimization.
- Built lifecycle programs (email and post-purchase engagement) that strengthened retention and repeat behavior while aligning offers to customer cohorts and intent signals.
- Established weekly KPI reviews and budget reallocation routines to improve ROAS visibility and maintain CAC guardrails during scale periods.
- Partnered with creative, CX, and operations to ensure campaigns translated into consistent brand experience and operational readiness.
- Remote
Education
Master of Arts - Marketing/Business
University of Florida
Gainesville, FLBachelor of Science - MIS
Florida International University
Miami, FLSkills
- Performance & Growth: Full-funnel acquisition, lifecycle, retargeting, ABM, experimentation, CRO, attribution, incrementality
- Platforms: Google Ads, Bing, Meta, LinkedIn, TikTok; GA4; Looker/Tableau; Optimizely; Demandbase (where applicable)
Accomplishments
- Directed $250M+ in annual paid media investment supporting a $4B cumulative revenue channel, improving blended LTV:CAC 22% and delivering $18M in measurable annual acquisition efficiency gains.
- Managed $200M+ digital P&L across mortgage and financial services portfolios, increasing revenue 60% year over year and generating $72M in incremental annual revenue.
CORE COMPETENCIES
- Mortgage & Financial Services Performance Marketing
- Funded Loan Volume Growth
- Lead Marketplace Optimization
- Paid Search, Paid Social, Programmatic Affiliate
- SEO & Conversion Rate Optimization
- CAC & ROAS Governance
- Attribution Modeling & Funnel Analytics
- Revenue Forecasting & Production Planning Sales
- Call Center Alignment
LANGUAGES
English I Spanish
Timeline
Chief Product Officer / SVP, Product Marketing & Growth
MEDIA CULTURE
01.2023 - Current
AVP, Digital Marketing & eCommerce
TRACFONE WIRELESS (VERIZON)
01.2016 - 12.2020
VP, Digital Growth & Customer Experience
INTERNATIONAL MONEY EXPRESS (INTERMEX)
01.2013 - 12.2015
VP, Marketing & eCommerce
CAPILLUS (CURALLUX)
01.2011 - 12.2012
Master of Arts - Marketing/Business
University of Florida
Bachelor of Science - MIS
Florida International University