• Business Leader and Subject Matter Expert for consumer data privacy compliance including:o Co-leading with the Compliance Team the creation of the Information Management Program for 1st party data and updating the 1st party data ecosystem to respond timely to privacy requirements (i.e., CCPA).o Creating requirements and documentation for IT to implement the new privacy architecture.o Conducting trainings and creating resources for business teams on privacy risks and compliance.o Delivering privacy points of view to leadership covering Marketing and Advertising and securing alignment to recommended strategies.• Owner of the 1st party data MarTech ecosystem enabling functionality that supports key business objectives. • Lead the strategy development and execution for growing the value of 1st party data:o Grew 1st party database 3x in less than 3 years.o Designed experiments using 1st party data in media, capturing a 10% cost savings.o Created the re-engagement plan resulting in 5% re-activation yearly.

• Developed the digital transformation roadmap as the Business Leader in a cross-functional team with IT and Business Development.• Led the implementation for key areas of the roadmap including the SEO and email strategies and the eCommerce strategy:• Developed and launched an employee eCommerce site as part of internal start up team. Directly responsible for the site experience strategy, content personalization, data capture and analytics.• Implemented the above strategies and tactics in a matrixed organization by building strong partnerships with internal stakeholders including Brand, Sales, Finance, and IT. • Business Lead in the update of the privacy policy. Optimized data capture while complying with all laws and standards.

Developed the first digital marketing plan for the retail network including custom dealer sites and local digital media which increased conversion from stainmaster.com to dealer sites by 10% and store sales by 15%.Optimized the Interactive Marketing & Media plan for the STAINMASTER® brand through the brand website, custom dealer microsites, search and display advertising, and an in-store digital signage program. o Conversion rates increased 100% within 1st 60 days after rolling out of fully integrated digital plan.

Optimized ROI for a $6MM annual marketing investment through integrated program and campaign management and key product negotiations.o The SFC performed 10% over the market during an industry recession. Led the store design, training, and consulting teams. Implemented strategies that increased sales up to 25%.Directed the build out of the SFC program including prospecting and conversion of independent dealers.o Successfully converted 100 new dealer storefronts in less than 3 years.

Increased revenue a minimum of 7% YOY with existing members by implementing custom member consultations and increasing adoption of merchandising, promotions, training, and advertising programs.Directed a team of six regional managers responsible for onboarding new members into the system including store layout and design, marketing and product program selection, fixture installation and in-store merchandising, and training of retail sales associates. Over 150 new members were on-boarded successfully in 4 years. Managed a 350 unit franchise through bankruptcy reorganization and merger with competitive group and achieved a 90% retention rate of franchisees in the merger.