Felicia A. Carty
Adaptive Leader with Cross-Functional Experience
Felicia A. Carty is a results-driven business development and marketing leader with over 20 years of experience that spans B2B and B2C, sales, marketing, advertising agency account management, media planning and buying, operations, technology advertising sales, sales development, project management, website design and development and communications across Fortune 500 companies and early-stage startups.
Felicia has extensive experience in driving strategy execution, optimization and operational excellence within fast-paced environments while making high impact contributions within short time frames. She excels in strategic relationship management, stakeholder management on complex projects and leveraging data-driven insights to develop innovative solutions and revenue growth. Felicia is passionate about technology, innovation, and collaboration.
Felicia’s journey has given her a wealth of experience that extends across industries, including technology, pharmaceutical, healthcare, financial services, insurance, hospitality, entertainment, telecommunications, broadcast media and publishing - harnessing a versatile, cross-industry perspective to pioneer transformative solutions.
Felicia brings a strategic vision, agility, and hands on execution to leadership. Leveraging a cross-functional, cross-industry background, she offers a diverse skill set that fuels cutting-edge strategies, fosters collaboration, and drives high-impact solutions that accelerate business growth. She thrives in innovative environments that value teamwork and a growth mindset.
In 2019, Felicia served as the Director of Clio Health, a top tier revenue generating vertical at The Clio Awards and reported to the President. As the head of the Clio Health awards program, she led business development, marketing, operations, and program management for the health vertical and immediately developed first-ever company initiatives. Felicia was the only awards program head to lead all four areas as the sole leader across all functions.
Felicia initiated the inclusion of revenue metrics within awards program entrant reports; enhanced tracking, analytics and reporting with company-wide awards program vertical segmented tracking and analytics, developed a data driven business growth strategy for the health vertical, increased prospective partnership and sponsorship segments, expanded revenue channels and cross sell and up sell opportunities, and streamlined processes.
Global Digital Marketing & Communications Lead
In 2016, Felicia served as the International Digital Marketing & Sales Enablement Lead, Employee Health & Benefits for Marsh and reported to the Senior Vice President (based in Singapore), Mercer Marsh Benefits International and worked with C-level executives. She led international digital marketing, sales enablement, analytics, content management and website design and development for the Mercer Marsh Benefits International brand relaunch.
Felicia developed a strategic assessment of proposed Mercer Marsh Benefits International website platform models that covered usability, lead generation, content development, marketing, website tracking, analytics and business issues to address within a new Mercer website platform partnership.
Felicia created Marsh’s first Branded Communications Team site, wrote the brand story and website copy, and designed and developed the site. She also refreshed the Mercer Marsh Benefits International digital footprint, and wrote the Mercer Marsh Benefits International country website copy during its brand relaunch and content management system transition.
Head of Social Media Content Development
In 2014, Felicia served as the Social Media & Agency Marketing Director for Guardian Life Insurance Company and reported to the 2nd Vice President, Life Product and Agency Marketing. She led social media content strategy, organic content development and lead generation campaigns. Felicia oversaw the financial advisor thought leadership content and female talent recruitment campaign editorial calendars, creative asset development and third party curated content alignment with content marketing.
eBusiness Strategy and Website Design & Development
In 2008, Felicia served as the AIU Relationship Manager for AIG’s Corporate eBusiness Strategy Group and reported to the Vice President, Corporate eBusiness. Felicia led day-to-day management of AIU, Foreign General (AIG’s international & principal business unit comprised of 4 key divisional areas, 10 regions and 80 plus countries) eBusiness projects including its global strategy, website design and development project for two hundred plus revenue generating websites. The project stakeholders were Country, Regional and Divisional Managers.
Felicia vetted the global strategy, website design and development project plans, enhanced the website tracking strategy to increase actionable data for key performance indicator analysis and developed project onboarding materials. Felicia strengthened the AIG Corporate eBusiness and AIU eBusiness partnership as she organized the work across functional areas.
eCommerce, Sales Development, Operations, ROI Analytics, Project Management, Content Management
Previously in 2008, Felicia joined MetLife’s Institutional Marketing team as the Online Marketing Manager and reported to the Director, Institutional Marketing. She oversaw interactive marketing, media and web site analytics, content management, microsite development and marketing operations.
In 2005, Felicia served as the Interactive Marketing Manager for Wyndham Hotels & Resorts' (formerly Cendant Hotel Group) Days Inn US & Canada, Travelodge US & Canada and Super 8 brands and reported to the Director, Interactive Marketing and Web Content. Felicia managed search engine marketing, display advertising and content management for Wyndham Hotels & Resorts' top brands in revenue generation and media spend.
Felicia developed best practices for the Interactive Marketing department that improved transparency and stakeholder relationships. She designed the corporate-wide brand metrics report template that initiated combining media campaign and website analytics to provide actionable data for media reallocations. The report was also designed to serve as sales and marketing presentation slides for the Regional Sales team co-op advertising campaign pitches to hotel property owners.
Felicia developed Wyndham Hotels & Resorts' corporate-wide brand media spend budget analysis that identified $3.5 million in savings across all brands and improved corporate-wide media spend efficiencies. She also streamlined the enterprise-wide brand content management and campaign development processes during the peak revenue season.
In 2004, Felicia joined BET Interactive, LLC, Viacom in a newly created role as the Senior Manager, Marketing & Sales Support. Felicia reported to the Chief Operating Officer, headed up advertising sales development and advertising sales operations,, and managed every stage of the sales pipeline. She partnered with the General Counsel on collaboration agreements and the Chief Technology Officer on website development projects.
Felicia developed advertising sales pipeline and campaign reports, simultaneously vetted and negotiated sixty advertiser sales concepts and project managed twenty-six microsite campaigns resulting in increased sales bandwidth and revenue. She reduced collaboration agreement risk exposure, contract retrofitting and proposal approval lead times that increased efficiencies and revenue potential.
Search Engine Marketing & Optimization, Tracking Strategy & Analytics
In 2002, Felicia was the Online Marketing Manager for Zeta (formerly DigitalGrit) when it was an early-stage startup pioneering search engine marketing and optimization. Felicia reported to the Co-Founder & Chief Process Officer. She headed search engine marketing and optimization, email marketing, display advertising, media plan proposals and marketing operations on the Morgans Hotel Group, Berlex Laboratories, Avaya, ADP and Media Sciences accounts.
Felicia wore many hats while managing clients, campaign development and optimization, copywriting, creative asset development, media planning/buying, landing page development project management, website tracking strategy and analysis, business development and campaign reporting and analysis.
Felicia was part of a team that grew DigitalGrit into a full-service digital agency. She developed product offerings, increased revenue channels and billings, automated reporting, scaled marketing operations and selected marketing and media planning tools.
Felicia A. Carty
Silicon Alley Industry Veteran
In 2000, Felicia joined Horizon Media (formerly Mass Transit Interactive) as an Account Manager. Mass Transit Interactive was an innovative early-stage startup during web 1.0. Felicia reported to the President and managed interactive advertising (search engine marketing, banner, email marketing) media planning and buying, ROI analytics, campaign management/optimization and sponsored content site integration on the Hertz, Double Tree Suite Hotels and Dgolpe accounts.
Felicia developed the agency’s first IP geo-targeted campaign and established campaign management best practices. Her media experience led to an interest in interactive television during the dot-com crash.
In 2001, Felicia founded and chaired the New York New Media Association Interactive Television Special Interest Group (NYNMA iTV SIG). NYNMA was the leading industry association comprised of 8,400 members from over 4,800 companies. She launched the iTV SIG at ad:tech NY and rapidly grew it into one of NYNMA’s most successful and profitable SIGs.
Felicia extended NYNMA’s reach into the broadcast media community. Felicia chaired and moderated panels, recruited a Co-SIG Leader, developed panel content, wrote the iTV SIG mission statement and event marketing copy, secured speakers, developed publicity partnerships, managed publicity, managed event planning resulting in a series of sold-out panels.
Technology Native, Creative Background & Sales Experience
Felicia’s affinity for technology stems from being raised in an IBM family. In 1992, she began her advertising career at Lintas Worldwide (IPG) as an Assistant Account Executive on the IBM PC Company account (PS/2, PS/ValuePoint, PS/1, VoiceType software). In 1993, Felicia received a promotion to Assistant Account Director, as one of the first Merkley Newman Harty (Omnicom) hires when it acquired the IBM PC Company account.
In 1995, Felicia later joined PC Magazine, Ziff Davis as an Account Representative, Advertising Sales on its top revenue producing territory. In 1996, she returned to advertising as an Account Executive at Well Rich Greene, BDDP on the Chase Manhattan Corporation account immediately following its merger with Chemical Bank, the Children's Defense Fund account and the agency’s New Business Department team.
In 1998, Felicia joined the Journal of Commerce: PIERS Division, The Economist Group as its first Lead Generator in its corporate flagship office and created company firsts that were adopted in satellite offices. Felicia developed pipeline management, sales analytics, lead generation lists, corporate wide prospecting call scripts and exceeded sales quotas.
Communications Industry Leadership
In 2024, Felicia served on the Public Relations Society of America (PRSA) Corporate Communications Section and on ColorComm's book tour publicity team for, “What Do You Need? How Women of Color Can Take Ownership of Their Careers to Accelerate Their Path to Success” by Lauren Wesley Wilson, ColorComm Founder and CEO.
Previously, Felicia served on the International Association of Business Communicators New York Chapter Board of Governors as a Vice President, Publicity during 2012 and 2013. She led social media, event publicity and publicity partnerships throughout her tenure.
Felicia conceived, developed and chaired the New York Women in Communications 2013 Women’s History Month panel on how to develop executive presence and secure high-powered sponsors. Felicia developed and managed twenty plus event partnerships, managed media relations, secured national media coverage, and led opening remarks. She also developed the panel content, secured speakers, wrote the event marketing copy (social media, email marketing, online promotions) and press release that resulted in a sold-out event.
Felicia graduated from Emerson College with a Bachelor of Fine Arts degree. While at Emerson, Felicia was a WERS 88.9 FM radio announcer. WERS 88.9 FM consistently ranks as a top college radio station.
Corporate Social Responsibility Champion
Felicia has been a long standing champion of corporate social responsibility programs. Felicia’s current volunteer community service commitments include AARP, Advocate; National Patient Advocate Foundation, Patient and Caregiver Advocate, Advisory member, 2024 State of the Patient Speaker and Volunteer Lawyers for Justice, Fundraising and Donor Relations.
Felicia conceived and developed the Junior Achievement of New York’s, “Opportunity Rocks” Summer 2006 Pilot High School Program. The program covered financial literacy, work force readiness, career preparation, interpersonal skill development, leadership, arts and entertainment. Felicia initiated and led strategic alliances with the Museum of Modern Art and the Credit Suisse Foundation.
Felicia’s passion to support educational community outreach programs began as a Harvard College Phillips Brooks House, Mission Hill after school program volunteer while she attended Emerson College.
Broad Category Experience
Felicia is adept at ramping up quickly. Her category experience includes financial services, insurance, technology, entertainment, hospitality, travel, telecommunications, broadcast media, publishing and pharmaceutical.
Favorite Quote
"A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty."