Kimberly O’Connell Calvo
Orlando,FL
Summary
Accomplished performance marketing and eCommerce executive with 15+ years of experience in B2B and B2C industries, delivering transformative growth through innovative, data driven media strategies across ecommerce, big box retail and indirect/third-party retailer partnerships. A versatile leader with expertise in both client and agency roles, recognized for developing and executing explosive growth omni-channel marketing strategies, brand management initiatives, and data-driven approaches that optimize the customer lifecycle from acquisition to retention, generate demand, and maximize ROI. Proven track record of managing P&Ls exceeding $200M while leading award-winning campaigns across digital and traditional channels, including SEO, SEM, affiliate marketing, social media, programmatic, video, DRTV, CTV, and email. Skilled at building and leading high-performing teams, fostering cross-functional collaboration, and scaling innovative strategies for private equity-backed companies and Nationwide brands. Leverages advanced analytics and creative problem-solving to enhance customer engagement, improve marketing performance, and drive meaningful and sustainable revenue growth.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Chief Growth Officer
Media Culture
Dallas, TX
01.2023 - Current
- Develop the design and implementation of the company’s marketing data foundation and paid media services ensuring alignment with business objectives and strategic marketing initiatives across our client portfolio
- Lead the Global Integrated Marketing team responsible for DTC & B2B marketing and media spanning Retail, Omni-Channel and eCommerce brands
- Responsible for performance of a remote, cross-functional team across Paid Media, Social, SEO, content, UX, Analytics and product disciplines
- Designed and implemented innovative marketing and media strategies, resulting in a 43% increase in customer acquisition and a 34% YoY increase in revenue across digital, TV, and social media channels for Tier 1 & 2 clients within the first 9 months
- Manage a $150M marketing budget, optimizing resource allocation to maximize campaign performance and meet revenue growth targets
- Present regularly to leadership and company at large on marketing org’s performance across KPI’s and org’s impact on company’s overall success
Chief Digital Officer
Smith Commerce
Columbus, OH
01.2021 - 01.2023
- Oversee all Digital Marketing and Media, critical projects, including propensity modeling, churn prediction, lead-to-enrollment forecasting, and multichannel attribution across all clients
- Responsible for accelerating internal/ corporate efforts to drive growth and retention through messaging, positioning, sales enablement, and competitive insights
- Increased EBITDA by 32% by reducing related expenditures across digital media, technology and sales operations and implementing attribution modeling technology
- Directed global customer acquisition paid media campaigns, achieving a 50% increase in lead generation and a 20% reduction in acquisition costs within the first year
- Spearheaded omni-channel campaigns spanning SEO, SEM, social media, email, and DRTV, resulting in a 32% growth in revenue across tier 1 clients
SVP/ Head of Marketing
Curallux
Miami, FL
01.2019 - 01.2021
- Developed and executed customer acquisition strategies that generated a $15M annual revenue increase and improved lead quality by 60% within the first year
- Directed multi-channel performance marketing campaigns, achieving a 32% increase in customer lifetime value through hyper targeted campaigns and optimized media mix
- Managed a $35M marketing budget, delivering a 39% increase in ROI by optimizing the media mix CPA while decreasing DRTV/CTV costs by over 20%
- Partnered with sales and dealer networks to align marketing initiatives with revenue goals, driving a 28% increase in sales pipeline growth
Head of Digital Sales & Marketing Division
International Money Express (NASDAQ: IMXI)
Miami, FL
01.2015 - 01.2018
- Established and lead company's newest division: Digital Commerce
- Direct ownership of division's P&L including the following areas: eCommerce operations, Digital media & marketing, online customer service and cybersecurity teams
- Served as the key consultant to CEO on the online channel product roadmap & product mix, industry trends and ecommerce best practices
- Led Marketing and customer experience teams in digitally transforming the organization's marketing, product and experience across all modalities in which customer engaged digitally with Intermex
- Identified growth opportunities and developed initiatives to increase market share and expand into 3 new key markets that increased revenue by over 25%
Associate Vice President, Digital Marketing
Verizon Wireless / TracFone
Miami, FL
01.2004 - 01.2016
- Directed a $250M marketing budget, delivering $1B+ in revenue through scalable customer acquisition strategies and omni-channel campaigns
- Devised and execute disruptive marketing and brand strategies that ignited growth and drove revenue for seven vertical leading brands with combined annual revenues more than $6 billion
- Delivered consistent, YOY customer acquisition and revenue growth in excess of 325% ($400m) through optimization of online product mix and innovative customer experience
- Driven ecommerce subscriber base growth over 400% through advanced pay for performance media models, data driven marketing and attribution modeling
- Manage and serve as the strategic liaison for multiple top digital, creative and technology agencies
- Oversaw talented management team of 40+ professionals that support ecommerce sales, digital marketing & media, ecommerce, website analytics, digital brand strategy, web governance and customer advocacy
- Established and continue to grow channel partnerships and revenue with leading, top 100 e-tailers such as Walmart.com, Amazon.com, BestBuy.com and Ebay.com
- Additional responsibilities include the following: Development of the company's Omni channel foundation and Digital Strategy Roadmap, establish and drive the website design and technology roadmap for seven brands including one Walmart exclusive brand (Straight Talk Wireless)
Education
Master of Business Administration (MBA) -
University of Florida
Gainesville, Fl01-2025
Bachelor of Business Administration - Management Information Systems
Florida International University
Miami, FLSkills
- Direct to consumer and B2B Growth
- Customer acquisition & retention
- Ecommerce
- Omni-Channel Marketing
- Customer Acquisition & Retention Strategies
- Partnership development
- Marketing automation
- Conversion optimization
- Performance-Based Marketing Models
- P&L Management
- Stakeholder Engagement
Certification
- Google Ads & Analytics Certified
- HubSpot Marketing Automation Certified
Languages
- English, Native
- Spanish, Fluent
Timeline
Chief Growth Officer
Media Culture
01.2023 - Current
Chief Digital Officer
Smith Commerce
01.2021 - 01.2023
SVP/ Head of Marketing
Curallux
01.2019 - 01.2021
Head of Digital Sales & Marketing Division
International Money Express (NASDAQ: IMXI)
01.2015 - 01.2018
Associate Vice President, Digital Marketing
Verizon Wireless / TracFone
01.2004 - 01.2016
Master of Business Administration (MBA) -
University of Florida
Bachelor of Business Administration - Management Information Systems
Florida International University
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