Strategic Planning | Business Operations | Business Development

The Cedar Tree Collective is consulting firm that specializes in startup and growth advisory, strategy and operations planning, and creative marketing services. Our practice helps entrepreneurs and leaders of startups and growth companies build the businesses they envision.

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Lead the development and implementation of the strategic business plan, propelling Orchid’s premium cannabis business through industry and regulatory headwinds to $5.6MM annual revenue within 2 years. Acting as an agent of change, managed the organization’s growth through two rounds of funding, a reverse merger, and an IPO, adjusting the organization’s direction in response to changing environments and competitive pressures. Responsible for financial planning, operational oversight, and the development and implementation of the product innovation and commercial roadmaps to optimize revenue generation and operating profits.• In response to challenging market dynamics, identified an $8MM incremental revenue opportunity through complimentary product offerings, optimizing the value stream and increasing gross profit +300%• Successfully penetrated the Oregon market, securing top ten market share within one year• Developed and implemented cash optimization initiative to accelerate accounts receivable turnover by 10 days, boosting available cash on hand by 20% • Conducted enterprise-wide cost reduction initiative realizing 14% in annual cost savings

Spearheaded the development and implementation of annual and multi-year strategic growth plans and financial projections. Developed dashboards and tracking reports to drive accountability and closely monitor sales, profitability, and cash flow to achieve monthly, quarterly and annual business objectives. Developed, negotiated and closed all client MSAs and SOWs (estimated 60 annually) as the lead client-facing executive representing the agency. On-boarded all clients, supervised the Client Services, Project Management and Production teams, and oversaw management of $10MM+ in annual advertising spends. Clients included Toshiba, Johnny Rockets, Bruxie, Flame Broiler, Pet IQ, Olukai, Sugarfina, Knott’s Berry Farm, Tenet Health and Molina Health Care. • Spearheaded strategic business planning process, developing revenue forecasts, establishing financial targets and creating actionable monthly, quarterly, and annual objectives to achieve $16MM sales target in 2016• Led sales planning to optimize services mix, identify new opportunity segments, and develop lead generation strategies, increasing revenue +250% over two years• Scaled agency headcount from 8 to 40 over six years to keep up with increasing demand, new service offerings and YOY top line revenue growth• Built new in-house departments from the ground up, including Production, Client Services and Account Management, to transform the business into a truly client-centric agency. Recruited, hired and on-boarded all talent, managed teams, and created interdepartmental synergies to optimize output • Sourced and negotiated agreements with partner platforms to create the Agency’s first fully integrated operations infrastructure across Accounting (Xero), Finance (Profitsee), Production (Asana), HR (Workable), Legal (PandaDoc) & Sales (Insightly)• Secured PET IQ and Toshiba multi-year engagements, contributing 20% of annual agency revenue

Directed business planning for two online/social media start-ups, including consumer insights/market research, services concepting, profitability management, and go-to market strategy. • Created strategic road map for marketing, content creation and distribution partnerships between client and key partners in the music, video game, mobile, online and software industries• Authored comprehensive business plan for new teen/adult game fusing music with mobile entertainment and social media • Worked across cross-functional client teams to synchronize social media marketing plans and online pay-per-click campaign development to maximize impact • Leveraged targeted marketing strategies to sell goods and services to online consumers through web-based affiliate websites including Amazon, Commission Junction, & Click Bank

Directed and oversaw all business development for the SeaDream portfolio of finance and insurance products, including annual planning and growth strategies. Managed a cross-functional team to drive $55MM sales portfolio of finance and insurance products across retail and direct to consumer channels.• Successfully spearheaded development and implementation of strategic growth plan, taking SeaDream from a regional to a national player within two years • Authored and implemented online lead generation strategy, driving $10MM in incremental sales and 65% of total business • Developed value-added, high-profitability product offerings based on strategic market segmentation to optimize product mix and quadruple gross profit between 2005 and 2007

Conducted macro-industry analysis and identified white space for the Brand Architecture International group. Created capabilities decks to court new branding and marketing clients.

Evaluated potential licensing opportunities and presented recommendations and strategies to executive management for product portfolio expansion.

Developed and coordinated national grassroots/lifestyle marketing programs to promote music product at Time Bomb Recordings. Assisted in product development and artist/brand positioning based on industry and trend analysis from Neilsen Soundscan and BDS Reports. Managed online marketing and promotional budgets totaling $1MM for artists including Social Distortion & Rev. Horton Heat.• Managed the Artist Development/Tour Marketing Department, working with artists, tour managers, agents, promoters, retailers, radio stations, and press to position, to build the brand image of artists and maximize success in the marketplace• Created synergies with lifestyle companies (including Levi’s, Hard Rock Café, and Bluetorch) to create exposure for artists via events, online, print, TV and endorsements • Established Online Marketing Department and developed content strategy to promote, enhance, and support product portfolio • Pioneered sales of music product online for Time Bomb by developing strategic partnerships with Yahoo/Launch and Artist Direct, innovators in the emerging online music market

Developed and implemented grass roots and new media marketing strategies to promote music product for Immortal Records ($500K budget). Led cross-functional team to develop and execute nationwide marketing programs for artists including KORN & Incubus.• Created National College Marketing Program to promote artists through viral campaigns. Directed nationwide recruitment and training of 125 marketing/sales representatives• Spearheaded the development of targeted e-cards and newsletter campaigns leveraging email database • Managed e-commerce division and artist merchandise fulfillment for immortalrecords.com • Partnered with Sony Music corporate division to co-promote nationwide Ozzfest ’98 tour ($100K lifestyle marketing budget)• Ensured price and positioning compliance at retail through regional sales representatives