▸ Assume ownership of the Company’s launch of new marketing brands: develop business strategy and own value proposition development, market segmentation, brand positioning and messaging, and sales execution. Deploy the entire tactical marketing mix with a sense of urgency with a keen eye on the P&L.▸ Activate marketing and sales strategies that profitably accelerate growth trajectory. Measure performance across all marketing channels and adjust plans accordingly within the marketing mix to optimize impact. Review strategic plans for alignment with, and support of, the overall architecture of the brand and financial expectations.▸ Optimize customer retention by utilizing relevant, targeted communications, effective life cycle management, and other CRM tactics such as email, direct mail, paid search, and web. Develop, test, measure, optimize and personalize messages and offers to drive consumer involvement, increase loyalty, and enhance LTV across the customer base. ▸ Manage internal and external customer service to ensure call center staff are trained to appropriately handle inbound customer calls, cover a range of service requests and billing questions, and implement strategies for saving customers who are prepared to churn.▸ Vet, develop, and manage external agency and service provider relationships including direct sales agents, telesales and digital partners, using a value-added approach whereby these resources are viewed as “strategic partners” vs. “vendors.”▸ Identify and qualify potential strategic acquisitions that address opportunities identified in the strategic plan. ▸ Led website development and created plan to incorporate PR and social media to further enhance the brand.▸ Established innovative new product offering of renewable energy to build market share.

Assumed immediate ownership of the Company’s strategic plan. Led rebranding campaign and refinement of their positioning in the market by redefining the sales, marketing, branding, and customer service strategy. Utilized market data, consumer insights, competitive intelligence, and experience to identify new opportunities in the market to drive growth. Determined what the organization should look like, and what talent was needed, in order to successfully execute the strategic plan. Improved the company’s selling capabilities by owning the responsibility for identifying, vetting, hiring, and training all third-party marketers for all marketing channels resulting in increased customer count by 112%. Initiated and launched the Family Energy GK brand for international market expansion into Japan.

▸ Launched and built a trusted retail energy company and brand in Japan while targeting Japan’s newly liberalized $100B power and gas market. As an early adapter to the market, Family Energy was the second U.S. company to be granted a license by the Japanese Ministry of Economy, Trade and Industry (METI). ▸ Instrumental in evaluating the proposition of doing business in Japan and establishing Family Energy’s presence in the foreign market: creating the legal entity, formulation of brand, obtaining licenses and registrations, vetting and selection of vendors, securing real estate, and recruiting high-performing teams.▸ Drive profitable, organic growth by leading marketing and sales strategies. Responsible for understanding cultural challenges, localizing marketing and sales campaigns, identifying new market opportunities, and business development.

Consultant for national retail energy services start-up. Established the initial sales budget, and produced and managed, a multi-million dollar P&L. Oversaw partner management; forged and maintained external relationships and valued partnerships with vendors and suppliers. Delivered profitable customer acquisition and reduced customer churn; ensured the company met “net add” customer goals across a multi-channel marketing mix of telesales, door-to-door, print, direct mail, referral programs, and email marketing.

Leads management consulting and advisory services for companies in diverse industries. Direct a complete client engagement cycle: assess needs, define work scope, and negotiate fees and services delivery. Engaged by clients to drive increased market penetration and revenue growth. Initiates strategies for consumer acquisition and retention, partnership development, loyalty, rewards and affinity programs, customized solution selling, effective marketing, and product development and positioning. Engaged by such clients as GSI Commerce ( eBay Enterprise, Inc.), Stream Energy, Care.com, and Zipcar. Below are recent key consulting engagements.

Led daily operational activities including revenue and sales growth, marketing, product strategy development, and financial goal management.

Directed all marketing initiatives and research. Managed all sales distribution channels, communications, advertising and promotions, pricing, and customer service. Aligned sales objectives with business strategy through product development, forecasting, sales resource planning, and budgeting. Developed and measured key metrics including customer acquisition, conversion rates, engagement rates, and renewal rates. Designed and directed strategies for segmentation by differentiating products by marketing channel, conducting competitive analysis, gathering market intelligence, and generating alternative acquisition opportunities.

Forged and maintained strong strategic partnerships with existing and potential partners to advance sales of products and services, bolster market penetration, and steer growth for the largest energy services provider in North America. Spearheaded effective cross-functional collaboration and coordinated with marketing to define and execute partner strategy to support all corporate goals. Accelerated customer retention by heading a committee to develop a company-wide loyalty program. Successfully identified, hired, trained, and motivated top-performing sales, marketing, and relationship management teams of employees and contractors; coached these teams to develop optimal relationship-building, sales process closing, and strategic marketing skills. Developed and managed MLM, MDU, Affinity, Partnership, Retail, and Municipal Aggregation channels.

Developed the business and marketing strategy for establishing and expanding a loyalty program encompassing robust rewards and a financial service platform contributing a percentage of members’ everyday spend into a 529 college savings plan. Successfully grew the program from ground up to 225,000+ accounts generating multi-million dollar revenue annually.