Over a 4 year period and during the toughest macroeconomic environment of my lifetime I ... →10x'd revenue for the top D2C female swimwear brand in the US.→Built and lead a team of amazing individuals and talented professionals.→Worked for founders that cared for me first as a person, secondly as a business partner, thirdly as an employee.I am grateful for my time at Summersalt but now on to build another D2C powerhouse! 🚀📈 up and to the right!

• Migrated the paid acquisition portfolio away from 95% paid social to combat rising CPM’s and CPA’s. Diversifying the portfolio towards paid search, influencer, sponsored content, direct mail, and email resulting in a lower CAC and increased acquisition volume.• Launched Influencer channel from the ground up from, scaling the channel to account for 33% of spend and 20% of total customers• Identified conversion friction on the homepage and conversion flow. Wireframed, coordinated design, and implemented testing (using VWO) of new versions of the homepage and registration flow resulting in winning versions of both. Iterated on both to further increase conversion rate and reduce cancelled immediately rate.• Implemented new Google Analytics tracking methodology, created calculated metrics to facilitate UX optimizations towards reducing the reg flow abandonment rate, implemented proper funnel visualizations to identify exit trends, and created custom dimensions to sync up with VWO testing variants.• Led UX and CRO initiatives.• Developed CRM strategy and onboard a new ESP. Redefined the strategy for owned audiences.• Leading Nurture Life 2.0 redesign of high valued pages. Goal being to further reduce conversion friction, increase conversion rate, and maintain brand consistency throughout all pages.• Moved off of legacy downloadable CSV reports and fostered direct DB access + SQL analyses, writing all necessary queries creating on demand data to feed KPI’s.

Strategic and tactical ownership of all customer acquisition efforts including Paid Social, Influencer Marketing, Paid Search, Display, Content Marketing, Affiliate, and Direct Mail. Focus was on growing the acquisition portfolio and rapidly increasing the subscriber base as well as brand building. Managed multi-million dollar acquisition budget to 100% YOY spend and 60% YOY subscriber growth while exceeding CAC target by 25%. Maintained a minumum of 4X CAC/LTV ratio. Launched, developed, and monetized CRM channels including Email, SMS, Browser Push and Onsite Customer Touch-Points. Focus was on increasing ARPU, raising LTV, and increasing retention. I believe in investing in two areas, human capital and data. Personal development and team growth are key to any sucessful marketing executive. I focused on developing team leads for Influencer Marketing, Content Production, SEO, Organic Social and Community Engagement. I also worked to increase effectiveness of contractors and thus the improved our outsourced services value the areas of Design, SEM and Affiliate Marketing. No performance marketer can operate blindly. Data is the light that guides the way for marketing initiatives. I worked with the developement team to impliment a custom first party revenue attribution solution. Initially using pure SQL and later Looker BI, I created and owned all performance KPI's as well as BI dashoards and visualizations for Marketing and CRM.

I lead a team of data driven marketers focused on all paid marketing initiatives geared primarily towards subscriber acquisition, LTV analysis, payback optimizations and revenue forecasting. We don’t claim to be data driven, we are data driven. SQL sessions daily are mandatory and we prefer to live in Redshift vs farm out our data needs internally or externally. We start with data, apply it to direct response marketing channels, analyze successes, overcome challenges; rinse and repeat. Subscribers are the lifeblood to our business, our community is everything to us. This approach has made our team an integral part to the success of Brad’s Deals; managing huge acquisition budgets effectively and providing direction to the marketing team. Up and to the right!

- Work with email agency and business development to define and build target audiences for email promotions- Handle ad-hoc requests for data analysis from various departments- Serve as the BI suite owner, handling new requests for dashboards, reports and data extracts.- Help identify and correct data quality issues.- Help assemble campaign-level reports/presentations for leadership team- Build actionable insights from campaign-level reports and work with email agency to test hypotheses.

Work closely with search marketing team and online marketing manager to keep Sittercity in the leading role (positions 1-3) in all relevant search venues (Google//Bing)Implementation lead on multi-channel (online, and offline) marketing initiatives including similar audience targeting partnerships, ad network agency relationships, and all remarketing partners (currently Fetchback, Google, Yahoo).SEO updates via internal CMS, as well as coordination of tech required initiatives around SEO improvements for the site. Ad Copy A/B testing and optimization. Coordinating efforts of banner redesigns and testing. Oversee video ads initiatives via Google in-stream remarketing.Responsible for all facets of email marketing; design specifications, email build out, segmentation/targeting, through final send. Email efforts focus on new prospect acquisition, prospect conversion, current member retention, and marketing site features to increase the LTV of current member. (Managed subscriber list – 3.5 million)Extensive work on list segmentation and targeting through pure SQL queries as well as through the Exact Target email tool. A/B testing and optimization of all daily email programs (prospect list sends). Creation of weekly promotional email (full list sends) including high level strategy, partnership and discount offers, all the way through design and build out.Fully track, report, and trend all email marketing initiative and report results to top level management. Track and report KPI for all marketing departments. Make the necessary evaluations and recommendations on a channel by channel basis to stay within channel specific and overall budgeted CPA and Gross Revenue requirements.Ongoing user experience testing through Test & Target aimed at increasing conversion from trial member to full membership.