Sherry's Career Experience
Current Ventures
UX/Digital Strategy, Optimization & MarTech Consultant
Sherry Errera d.b.a. Percepta Digital
As an independent consultant, I provide support to businesses, organizations, and individual proprietors seeking short-term professional services that utilize my areas of expertise. If you’re interested in a longer-term relationship, such as optimizing website performance, let’s arrange a meeting to discuss a retainer-based partnership that aligns with your requirements. My areas of expertise include:
- Strategy development through analysis, planning, and realization of requirements
- Technology acquisition and onboarding
- Project management and execution
- UX/CX architecture, design, and engineering
- Continuous optimization, analysis, and enhancements
- Omni-channel/digital marketing technology management
- Data architecture and process management for analytics, marketing, CRM/DMP
- Event marketing, planning, and production
- Digital video post-production editing, graphic, titling + thumbnails for YT/ Rumble
Additionally, please check the list to the right for a wide range of disciplines in which I have experience. This list is not comprehensive, so if you don’t find what you’re looking for, feel free to reach out and let me know what brought you here! There’s a good chance I can help, and I would love the opportunity! If not, I’m well-connected and can refer you to someone who excels in their field.
Sherry's Career Experience
2008 - 2024
2021 - Present
Percepta Digital Distribution
Created this new business under DC Concerts as creative way to recoup live production expenses/loses and create new revenue, while also providing artists previously unrealized exposure opportunities and merchandise.
Negotiated terms and contract with artist to license and co-promote/produce OnDemand concert video for rent and sale starting with Vimeo and a plan to expand to Amazon, Apple, and other video outlets.
Produced commercial video package from concert footage, including design and integration of live motion graphics for video’s intro and end credit segments, as well as design of a promotional movie poster and marketing campaign graphics for social media, email, and digital ads.
Produced a movie trailer and two music videos for distribution across video platform, social media and to artist’s followers and mailing lists ahead of movie’s official release to Vimeo on Demand on March 15, 2022.
Designed and configured movie’s VOD sales page on Vimeo’s platform.
Developed and launched branded streaming channel feed to promote the movie to ROKU and Amazon Prime Video subscribers, linking them to VOD purchase.
2020 - 2022
DC Concert Productions
Worked with Grammy nominated artist to produce and promote the virtual venue's first livestream concert event in June 2021.
Expanded product sales channels for growth to include shops on Facebook/Instagram, now 18% of sales, and Pinterest 4% of sales.
Opened new revenue channels for the business including risk-reducing event production packages.
Founded a novel business loss reduction opportunity by licensing concert and event footage to package and sell on demand for gaining new revenue or reducing losses from our live and livestream productions.
Developed a business continuity strategy for our company that primarily produced live events prior COVID-19 appeared, threatening to decimate the entertainment industry, including grant/loan acquisition, livestreaming, and complimentary media/ecommerce.
Configured Shopify end-to-end for e-commerce business operations including business rules/policies, payments systems, shipping, reporting and analytics, product catalog, automated email messaging and site architecture.
Designed website theme, graphics and content including the informational pages, front-end product catalog, events calendar, and checkout. • Created the framework to produce livestream events for quick requisition of components when needed, including the audio/video team, a producer, the livestream video platform, and destination (virtual venue) where we would broadcast events.
Integrated ticketing platform for virtual events to enable ticketholder-only access to a virtual venue where Guest would view livestream concert events, and to manage live events, releasing us from 3rd party ticketing expenses in the future.
Designed landing page templates for event ticket sales, where users ticket management page where a unique passcode is given to ticketholders for entry to a virtual event, and a QR code is supplied for scanning for entry to live events.
Work hand in hand with agents and artists to create a multi-channel marketing campaigns leading up to the event, including sales landing page, excitement-building video series, digital marketing campaigns including video spots shown across social media, and audio-only spots on Spotify.
Created and produced Sweepstakes with artist donated prizes and video announcement of the winners.
Produced and coordinated pre-show Q&A with artist and 25 guests.
Designed DC Concerts and DC Fest branded print-on-demand products (t-shirts, hoodies, tote bags, etc.) to sell in our store; later expanding our catalog and suppliers to include test items along with carefully curated products selected based on our customer interests/demographics, market data research, Pollstar industry data, catalog engagement across social, our email marketing and Google Analytics.
Developed and planned the digital marketing campaigns for concerts including design and implementation of e-mail campaigns, social media campaigns for Facebook, Instagram and Pinterest, inserted event listings on sites such as Bands in Town and Songkick and produced radio spots for Spotify and the traditional radio network K-LOVE. Accomplishments
Worked with Grammy nominated artist to produce and promote the virtual venue's first livestream concert event in June 2021.
Expanded product sales channels for growth to include shops on Facebook/Instagram, now 18% of sales, and Pinterest 4% of sales.
Opened new revenue channels for the business including risk-reducing event production packages.
Founded a novel business loss reduction opportunity by licensing concert and event footage to package and sell on demand for gaining new revenue or reducing losses from our live and livestream productions.
2019
Agora Financial
Driving revenue growth for Agora Financial by optimizing customer experiences across all digital touchpoints to increase customer LTV through improvements to acquisition, retention and renewal funnels and processes.
Conduct UX research, user/usability testing, as well as A/B Multivariate testing to analyze and recommend digital experience improvements across all facets of marketing, offer and product assets.
Support personalization and segmentation optimization strategies through advancement, engagement and implementation of marketing technologies.
Create/Design optimized UX/CX funnels and interfaces that support direct response marketing efforts, facilitate lead gen and ecommerce transactions, and digital subscription delivery.
Support site performance optimization and SEO through oversight of code, page and content architecture, providing analysis and feedback for continued improvements.
Governance and oversight of data collection implementation, ongoing audit and validation and management of the systems and vendors that facilitate all aspects of these technologies.
Partnership with Solutions Teams, SME’s and Vendors to advance business priorities as they align with driving growth and revenue and ensure strategy implementation aligns with business goals.
2016 - 2018
TELESIS Corporation
Support TELESIS as subject matter expert and for UX/UI design and engineering.
Collaborate with business and technical teams to evaluate requirements and translate them into user-centered interface solutions.
Conduct system and user research for analysis and applying learnings to product designs.
Produce and maintain information architecture assets including user personas, user flows, sitemaps and wireframes.
Design and maintain graphic designs for user interfaces and components, including UI and interaction design screens and style guides, patterns and conventions for applications and websites.
Develop and manage of hi-fidelity, interactive UI prototypes to maintain a collaborative and efficient team workflow.
Ongoing collaboration with project teams for iterative approach to design and feature improvements.
Design the user interface for an enterprise metrics dashboard that reports maturity level scores and metrics to report NIST Cybersecurity Framework compliance for the federal multi-agency Department of Housing and Urban Development (HUD).
Most recently developed new user experience workflows and designed the user interface for Telesis’ OpenFISMA+; a popular cybersecurity compliance automation platform that tracks the lifecycle of findings, vulnerabilities, and system documentation for federal agencies.
2013 - 2019
Medifast, Inc.
Successfully directed the migration of our marketing tech platforms as part an enterprise ecommerce platform launch, including: Monetate, TealiumIQ, Google Analytics 360 and Salesforce Marketing Cloud, while saving the company $250k+ in added vendor fees.
Launched new Ecommerce Analytics Initiative; a program meant to promote data driven decisions throughout the enterprise and expand that data-minded culture to Medifast’s new international business offices in Hong Kong and Singapore
Implementation of Tealium Audience Stream to optimize our paid digital marketing remarketing campaigns through audience segmentation, and further optimize our cart abandonment programs to save the 5-10% commissions paid on orders to our existing vendor.
Facilitated by Monetate, we developed an end-to-end test to measure impact on retention by allowing customers to cancel online and by phone vs.solely by phone. We learned that customer calls to a scripted CSR had a 24% save rate and that calls to unscripted CSRs had the same save rate as those only interacting with the website’s sale-saving component which was a dismal 4-6% save rate. In the end all cancellation requests were directly solely to a dedicated group of CSRs.
Designed and developed the frontend architecture and UI design for the enterprise promotion, loyalty and rewards, and replenishment programs.
Optimized marketing and conversion funnels based on usability, A/B testing and data analysis.
Developed the UX/IA roadmap based on insights gathered from research and analysis.
Directed UX/IA strategy to align business goals with implementation.
Designed wireframes, process flows and prototypes for websites, features, and marketing technologies.
Coordinated and executed UX test plans to improve key metrics and report findings.
Developed an analytics roadmap, including KPI development and analysis strategy.
Engineered and managed our omni-channel, segmentation and personalization platforms.
Implemented and managed digital marketing and analytics tag management systems.
Directed technical implementation of enterprise marketing and web analytics platform architecture.
Developed and managed attribution strategy and technology for enterprise marketing channels.
Managed organic search engine optimization (SEO) initiative.
Managed vendor relationships including daily operations, project management and service agreements.
2008 - 2013
Medifast, Inc.
Onboarded and implemented new universal tag management initiative with Tealium to boost marketing agility.
Onboarded and implemented Monetate for onsite A/B Testing and Targeting.
Designed, developed and implemented Cart Abandonment Email program for Medifast Direct to realize a $4 million-dollar revenue recovery in less than a year.
Designed UI quick order interface to improve call center speed, as well as assist our network of more than 7,000 independent health coaches speed order processing time from remote locations.
Architected and designed the foundation for a new open template structure for Medifast Direct to improve speed to market for front-end feature improvements and content optimization.
Designed wireframes, process flows and prototypes for websites, features, and marketing technologies.
Designed and developed websites, landing pages, banners, features and content into enterprise websites, microsites and social media properties.
Developed written business cases and technical requirements for design and development projects and marketing campaigns.
Developed and owned the Medifast Direct Charter as a roadmap to examine, re-invent, and implement a new customer experience through message, means and support.
Coordinated and executed site testing plans to improve key metrics and report findings.
Implemented tag management system across all enterprise sites, apps and related properties.
Acquired and implemented product merchandising tools including visual search, products recommendation engine and product badging.
Sherry's Career Experience
1996 - 2008
STINGRAYINTERNET.COM / STING-RAY.COM
Stingray Internet Communications
Under my leadership, Stingray serviced 150+ clients with a full suite of ever-evolving services and technologies including to-market strategy, development and implementation of both content and commerce driven websites, creative assets, brand design/evolution, marketing communications and ongoing digital/site optimization.
Highlights<d/iv>
- Named in Baltimore Business Journal’s Book of Lists as a Top 25 Web Development Firm three years in a row.
- Subject Matter Expert Speaker to organizations such as the Maryland State Bar Association and Condominium Travel Association.
- Partnered with WBAL Radio to produce the “Baltimall Marketplace”, staking out a new revenue source for the station with an online presence for its station and Baltimore Orioles season sponsors.
- Partnered with local agencies such as Eisner Communications and Cornerstone Advertising to bring digital and interactive offerings to their clients.
- Developed Section 508 compliant interactive portal for the National Buyers Group supporting the National Federation for the Blind to provide a new business advantage to kiosk and food service operators under the Randolph Shepperd Act.
