Results-driven, eCommerce growth and full-stack marketing leader and digital executive for B2C and B2B companies – start-up to global – with considerable expertise in: retail, eCommerce, consumer products and high-tech. Conceives and implements innovative sales, marketing, digital demand generation/customer acquisition, eCommerce, customer experience and highly effective engagement strategies with closed-loop ROI to ignite digital transformation and sustained, profitable growth.
CORE COMPETENCIES
- Reinvigorate strategy, build tactical sales, data-driven demand generation/customer acquisition, customer experience and performance-based growth marketing initiatives
- Manage product from inception to release: product marketing, commercialization, market research, competitive analysis, pricing and communications
- Select and implement marketing technology
- Recruit, train, mentor, lead and motivate staff
- Develop daily sales, merchandising, promotional pricing strategy and tactics aligned to target buyer
- Strategize/recruit/activate programs with channel partners/distributors, coupon/loyalty and content/influencer networks
- Manage sales channels, ad/promotional programs and strategies for Amazon and Walmart marketplaces
- Maximize SEO: keyword research, content/blog optimization, backlinks and analytics set-up
- Launch data-driven digital media, SEM strategy, content, growth marketing and demand generation/customer acquisition across: behavioral marketing, search/intent, PPC, remarketing, retargeting, banner ads, paid and organic social, Google shopping, influencer and affiliate marketing
- Optimize video/search/display/shopping campaigns for demand capture/reactivation (Google/Facebook)
- Develop detailed attribution/reporting/analytics tracking/conversion rate/cost metrics: AOV, CAC, churn, DAU, LTV, MAU, NPS, ROAS, ROI and WAU
Competitive Marketing Advantage
Client Chief Marketing and Digital Officer
2022 -
Full-service growth marketing, digital demand generation/customer acquisition and eCommerce agency; providing interim CMOs and CDOs on 6-12-month on-site, exclusive engagements for various B2C and B2B companies
Chief Marketing and Digital Officer
2022 -
Privately held, (pre-series A), DTC eCommerce: men’s and women’s hormone and testosterone replacement therapy subscription service
- Rebuilt/launched/managed eCommerce sales, performance marketing, advertising, affiliates, creative services, digital and retention
- Reduced cost per lead from $38.50 to $6.80
- Increased patient subscriptions 111% Q/Q, reduced CAC by 133% and increased lead volume and quality by 250% with full-stack, data-driven, performance marketing
- Overhauled and launched new messaging and value-proposition; new optimized product offering; and SEO optimized website in 45 days
- Created new online, touch-free, AI sales conversion model reducing time-to-onboard patients from 3 weeks to 72 hours
Chief Marketing Officer
2020 - 2022
Privately held, Telehealth, home health/RPM, COVID-19 and IoT/smart technology SaaS subscription products
- Spearheaded strategic and tactical branding, digital, customer acquisition, customer engagement, customer experience and performance-based growth marketing resulting in more than 500+% customer and revenue growth YoY, with increases in engagement (105%) and social impressions (280%) YoY
- Conceptualized, authored and executed weekly integrated data-driven digital demand generation campaigns averaging 16% conversions with a 65.8% increase in qualified web traffic YoY
- Launched in-house PR, analyst and awards outreach program resulting in winning 106 global awards in 2021 (no entry fees paid)
- Designed and managed a marketing/sales infrastructure for lead nurturing, campaign/pipeline tracking and ROI analysis
- Created strategy and tactical implementation, sales enablement, digital and PR promotions for product launches
Competitive Marketing Advantage
Client Chief Marketing and Digital Officer
2014 – 2020
Full-service growth marketing, digital demand generation/customer acquisition and eCommerce agency; providing interim CMOs and CDOs on 6-12-month on-site, exclusive engagements for the following B2C and B2B companies:
(FKA SocialSurvey)
Chief Marketing and Digital Officer
VC start-up, SaaS subscription, customer and employee experience and engagement, online reputation management platform
- Rebuilt/launched/managed data-driven, performance-based marketing, digital, demand generation, inside sales operations/infrastructure and outreach
- Designed/deployed/managed marketing/sales program for lead nurturing, campaign/pipeline tracking and ROI analysis
- Created weekly data-driven demand generation campaigns resulting in 80% discovery calls, 50% demos and 20% conversions
Chief Marketing and Digital Officer
DTC eCommerce & omnichannel retailer: Global women’s apparel, accessory, shoe and jewelry brand
- Rebuilt/launched/managed global eCommerce sales, performance-based growth marketing, data-driven demand generation/customer acquisition, branding, creative, merchandising, digital and customer service
- Created/launched new brand image, voice, message platform and customer loyalty program: J.ING Insider in four weeks
- Transformed underperforming eCommerce site into profitable channel growing more than 100 percent MoM
- Increased global site traffic 67%, product SKUs 45%, AOV 58% and digital marketing ROI 82%
- Recruited/motivated/managed team of 10+ marketing, digital, creative, social, IT, development and customer support
Chief Digital Officer
US$875 million brick and mortar, DTC eCommerce and omnichannel retailer: 25+ apparel, accessory, shoe and fragrance brands:
Men’s Brands: Farah, John Henry, Original Penguin, Perry Ellis, Savane
Sport/Golf Brands: Ben Hogan, Callaway, Grand Slam, Jack Nicklaus, Nike Swim, PGA Tour
Women’s Brands: Jantzen Swimwear, Laundry By Shelli Segal, Peony & Me, Rafaella
Latin Brands: Cubavera, Havanera
- Rebuilt and launched eCommerce strategy, operations, merchandising, digital, social media, marketing and performance-based demand generation/customer acquisition, resulting in first positive operating income in 14 months, double digit revenue, margin dollar, average order value and site traffic growth YoY, while reducing digital marketing expenses 17%
- Transformed customer service, order processing and packaging to improve customer engagement/satisfaction
- Grew eCommerce revenue contribution 40% YoY to represent 14% of sales
- Developed strategy and tactical launch of in-store and online loyalty program across all brands in four weeks
- Developed daily merchandising, promos, data-driven demand generation and digital campaigns (48 assets/week per brand)
- Oversaw all direct-to-consumer eCommerce websites and P&L, Amazon marketplace, selection and implementation of technologies, all social media channels, content, eCommerce growth marketing and digital media including: pay-per-click, remarketing, retargeting, banner ads, Google shopping, affiliate and influencer marketing
- Managed team of 34+ branding/marketing/creative, merchandising, digital, IT/development, customer service
Executive Director, Global Cloud Leader
US$43 billion B2B eCommerce marketplace, SaaS subscription provider of cloud services/infrastructure/IoT
- Directed strategy, tactical performance-based marketing and eCommerce data-driven demand generation in 26 countries for cloud division
- Launched integrated growth marketing, eCommerce and digital marketing campaigns, events, product bundles and social engagement resulting in 157% reseller, 414% subscription and 398% seat growth YoY
- Commercialized social, eCommerce and digital channels creating US$1M+ net new marketing margin
- Crafted/launched new messaging, go-to-market strategy and sales support tools for five product acquisitions
- Designed Marketing Hub to boost collaboration, generate net new margin and improve reseller/vendor engagement by centralizing global vendor brand, marketing, sales and content assets
SVP, Chief Marketing Officer
Prior to acquisition (NYSE: CI), a VC start-up, DTC & B2B eCommerce, SaaS subscription, Telehealth services provider with 10+ million members
- Launched enhanced mobile app (iOS and Android) and customer engagement eCommerce growth marketing website
- Brokered and managed strategic marketing alliance with Walgreens to promote engagement and utilization
- Grew registrations 42%, utilization 64% YoY after launching new eCommerce growth marketing and engagement initiatives
- Created weekly direct-to-consumer and B2B eCommerce data-driven, performance-based growth marketing demand generation/customer acquisition and engagement campaigns
- Designed, launched and authored interactive Marketing Hub with 275+ eCommerce growth marketing and engagement materials, ready-to-go campaigns and content for clients to customize and implement in their local markets
- Directed/managed P&L for in-house agency; produced 500+ eCommerce growth marketing and engagement jobs per quarter
(FKA BeMyDD)
EVP, Chief Marketing and Digital Officer
Angel-funded, DTC & B2B eCommerce, subscription ridesharing service in 76 cities in 31 states
- Project managed design/build of mobile app (iOS and Android) and enhanced eCommerce growth marketing and customer experience website
- Launched joint eCommerce growth marketing and strategic partnerships with Total Wine & More, BevMo!, Ciroc and Jack Daniel's to promote engagement, expand brand awareness and drive eCommerce sales
- Achieved 1,014% increase in new account sign-ups, 74% increase in web traffic and 38% increase in orders YoY
- Launched new brand/go-to-market strategy in 30 days through social, digital, PR and data-driven demand generation/customer acquisition
- Created performance-based demand generation/customer acquisition programs to boost conversion and engagement; increased January sales orders 33% and new account registrations 53% YoY in historically the slowest month
- Positioned company as a viable alternative to Uber and Lyft resulting in 700+ media and social placements
- Designed, measured and optimized mobile customer acquisition strategy and funnel
Akamai Technologies (NASDAQ: AKAM)
(FKA Prolexic Technologies)
SVP, Chief Marketing Officer, Prolexic
2011 – 2014
Prolexic was a VC start-up, provider of subscription cloud-based perimeter cybersecurity services prior to acquisition
- Developed sales and performance-based growth marketing strategy, messaging, value proposition, brand and competitive differentiation
- Spearheaded marketing and inside sales, driving rapid growth: US$14 to US$70 million revenue, 44 to 220 employees and 210 to 450 clients, culminating in US$370 million acquisition by Akamai (2,366% return for PE firm)
- Hired as sole contributor; recruited, trained and managed 16-person global growth marketing and inside sales team
- Launched data-driven demand generation programs in Arabic, Chinese, English, French, German, Japanese, Portuguese and Spanish
- Initiated in-house PR/social media resulting in 800+ articles, 10+ analyst reports, 1,250+ blogs and 60,000+ social posts
- Launched SEO initiative resulting in 24 keywords on first-page of Google in 2013, compared with zero in 2012
- Generated 27,063 demand generation campaign registrations (1,265 deals) in 2013 vs. 6,222 in 2012 (232 deals)
- Created 187 inside sales deals in 2013 (US$24 million) vs 61 in 2012 (US$6.2 million)
- Created 80 direct response campaigns which generated 125 opportunities and US$16.28 million pipeline in 2013
- Increased inbound leads from call center: 6,682 in 2013 vs 3,124 in 2012, generating a 27.3x ROI
- Increased website visits: average 82,035/month in 2013 vs. 25,000/month in 2012
- Optimized Google AdWords program: conversions 3,976 in 2013 vs. 1,069 in 2012, cost of conversions US$140.61 in 2013 vs. US$317.93 in 2012 and 144,349 clicks in 2013 vs. 70,701 in 2012
Tech Data (NYSE: SNX)
VP, Marketing Services &
General Manager, TD Agency
2010 - 2011
US$24 billion IT distributor with US$60+ million ad, event, eCommerce growth marketing, demand generation/customer acquisition agency
- Led all new business account pitches, quarterly client reviews and client escalation issues
- Managed US$60+ million division and P&L for 75+ person, full-service, advertising, eCommerce growth marketing, demand generation/customer acquisition agency with blue chip client list: Acer, Apple, Avaya, Cisco, EMC, HP, IBM, Lenovo, McAfee, Microsoft, Oracle, Sage, Sony, Symantec, Toshiba, VMWare and Xerox
- Launched new value proposition (Connect, Engage and Deliver) with go-to-market strategy and the Market Discovery consulting program to help clients uncover additional value and opportunities to grow revenues and global reach
- Expanded agency offerings to include SEO, SEM, social media, digital, closed-loop demand generation/customer acquisition eCommerce growth marketing and ROI tracking
- Secured 104% revenue/profitability targets for agency and US$17.5 million in new business in first quarter of re-launch
Additional eCommerce Growth Marketing Achievements:
Capgemini (CAP: EN Paris)
VP, Global Head, Demand Generation
Paris-based €7.7 billion provider of consulting, technology, eCommerce and outsourcing solutions
- Created/implemented strategy, business plan and managed tactical launch for eCommerce growth marketing and global demand generation/customer acquisition service center operated as a P&L by uniting 40 regional marketing groups and reducing global spend by €2.7 million in 12 months
- Launched/directed/managed global rollout of Google Enterprise Apps in 40 countries adding €1.3 billion to sales
- Launched NA BPO business in 30 days and successfully managed and served as key spokesperson in 70 media/analyst briefings
Saks Fifth Avenue (NYSE: SKS)
Sales and Marketing Program Associate
- Launched back-to-school promos/strategic partnerships with targeted prep-schools to boost sales and store foot traffic resulting in highest sales per square foot in region
- Ranked fourth highest producing store sales representative based on weekly sales metrics
Macy's (NYSE: M)
Sales and Marketing Program Associate
- Launched back-to-school partnerships with targeted prep-schools to boost sales and store foot traffic
- Ranked fifth highest producing sales representative in north-eastern region based on hourly sales metrics
Education:
Babson College School of Management
Wellesley, MA
Bachelor of Science (With Distinction)
Dean’s List
Majors: Marketing, Management and International Business
Awarded Sohopfungsbeitrag Preis – for the most creative contribution and innovative impact to Babson