Bill De Groot Email & Phone Number

Alpine, Ut, Us

American Fork, Utah, Us

Portland, Oregon, Us

Parent Lab is a startup with a mission to bring more confidence and joy to parents of children ages 0-12 by helping them solve common parenting challenges. We partner with parenting experts to create content to help parents, and we employ a "freemium" model with premium content available as part of a subscription.As the company's first CMO, I oversaw the marketing strategy across all channels, including display, paid social, organic social, influencer marketing, SEO/SEM, and lifecycle marketing/CRM. Responsibilities also included subscription pricing & packaging. Highlights include:- Built a marketing team from scratch to a team of 6 people- Reduced CPT (cost per trial) by 4X while increasing spend by 5X- Increased social media reach by over 3X- Built financial models to efficiently track and optimize spend, reducing CAC by +60%- Led strategic rebranding initiative and implementation across channels

Lehi, Ut, Us

•Owned and managed P&L for Ancestry Canada ($75M+ in annual revenue), consistently beat Revenue and EBITDA targets•Directed marketing strategy and execution, including TV (creative development and media strategy), Online Video, Paid Social, Search, Display, and native channels.•Oversaw re-entry into Canada by hiring a local team/agency partners of 30+ people•Commissioned market research to understand consumer barriers to trial and overhauled marketing media and creative strategy to address core problems.•Led pivot of marketing strategy to re-focus on fundamental product offering, and on building product awareness/familiarity. Reversed double digit declines to +18% annual growth.

Lehi, Ut, Us

•Led cross-functional teams to deliver 2.6 million AncestryDNA kits (+70% over forecast) and 52k gift subscriptions (+86% over forecast) during critical Holiday 2017 promotion.•Pioneered the creation of the Brand Experience function at Ancestry (6 people), a central leadership function created to understand consumer insights, establish a holistic communication strategy, and integrate all marketing channels.•Managed the selection of Ancestry’s first Agency of Record (AOR) and oversaw the day-to-day agency relationship and creative development of Ancestry’s 2017 marketing campaign.•Led the development of Ancestry’s first brand film, Declaration Descendants, which garnered 200M+ media impressions and won a Bronze Effie for marketing efficiency and was nominated for a Cannes Lion award.

Cincinnati, Ohio, Us

•Managed Duracell Quantum line extension to deliver over $100 million in incremental sales within 1 year, earning the 2015 Nielsen Breakthrough Innovation Award.•Led and expanded Duracell’s PowerForward CSR initiative, partnering with nonprofits and government agencies to donate +$1 million in free Duracell batteries and device charging after natural disasters.•Led market research to develop new claims strategy for packaging that resulted in a 7% lift in retail sales.•Designed, implemented, and led 2013 and 2014 holiday marketing campaigns to consistent market share growth within a mature category.•Increased conversion 22% through targeted and segmented marketing communications.•Managed Duracell marketing budget and media planning to deliver a 10% ROI improvement.

Ithaca, Ny, Us

•VP of Corporate Relations, Marketing Association•President, Community Impact Club (non-profit outreach)•2013 Henry Wittink Memorial Marketing Award Recipient

Cincinnati, Ohio, Us

Worked with cross-functional teams throughout P&G to deliver 3 projects for Duracell:•Designed a “bricks and clicks” hearing aid battery subscription program, including concept sell materials for national drugstore sales teams.•Delivered a SWOT analysis of a key competitor, including recommendations for a competitive response.•Created display toolkit for 500+ salespeople to drive placement of displays in retail.

Lehi, Ut, Us

•Oversaw and managed relationships with various technologies used by the global CRM team in different marketing efforts, including CRM and campaign management.•Selected and managed implementation of new email vendor, resulting in $500,000/yr (29%) savings while increasing functionality.•Documented data capture processes and technology platforms for sites in 8 countries to create CRM implementation requirements.•Increased email inbox deliverability from 70% to 98%, driving a 230% lift in subscriber additions (over $5 million in LTV).

Lehi, Ut, Us

•Managed the execution of all online and offline marketing campaigns from conception to analysis working with several internal and external teams.•Increased communication engagement by 45% via behavioral-based segmentation.•Grew email distribution list by 140% over 18 months while maintaining response rates.•Tracked, monitored, analyzed, and optimized multi-channel campaigns.•Constantly tested and maximized content and frequency of marketing communications.

Mba

B.S., Business Management - Emphasis In Marketing

Bachelor Of Science - Bs