ID Lab is a full-service marketing agency specializing in the energy, cannabis and consumer products markets. We meld strategy and creativity with behavioral science and data to overcome modern marketing challenges.

Responsible for all aspects of D2C and B2B marketing, branding, and content. My team and I are successfully growing both our own as well as our advertising partner brands in an industry that changes by the minute. The secret to our success is remaining true to our vision of helping our users live better lives through the intelligent use of natural wellness products.

We profitably grow businesses through omni-channel strategies and marketing. We help CMOs, senior management; marketing and ecommerce teams drive growth through sound strategies and flawless execution.Areas of Focus:• Integrated/omni-channel marketing and strategy (digital and mass media)• Ecommerce optimization and rebuilds• Go-to-market plans and execution• Business and digital strategy• Mobile strategy and marketing• Social media marketing and monetization• Brand strategy and messaging• Digital transformation• Executive leadership• Useful analytics, analysis and action plans• Omni-channel customer experience strategy• Strategic use of media including broadcast, print, digital, social, mobile and out-of-home• Organizational optimization; capabilities and people developmentRecent Clients:• CVS• California Public Utilities Commission• Target• SigFig• Plum• Pacific Gas & Electric (PG&E)• Southern California Edison (SCE)• San Diego Gas & Electric (SDG&E)• SFMOMA• Les Schwab• Danaher• RMG Networks

Lead strategy and analytics teams to craft and deliver amazing employee experiences.

Lookmatic is a fast-fashion Rx eyewear brand that designs and retails its on-trend Rx eyewear and sunglasses online; at prices everyone can afford. (think H&M meets Zappos for eyewear)• Led all aspects of the business (incl. full P&L responsibilities)• Increased net revenue by 3x while improving all other key performance indicators by an average of 4x• Rebranded the company and overhauled marketing to better resonate with the target market• Renegotiated key partnerships (e.g. suppliers, manufactures and creative agencies) thereby decreasing opex by 15% • Restructured all teams and operations - improving the overall health and speed to market of the business• Led investor roadshow and aided in interim capital raise• Prepared and managed company budget

• Full P&L responsibilities for 6 lines of omni-channel (ecommerce and retail) business • Restructured all facets of multiple online businesses and brands (marketing, operations and business models)• Led all D2C (direct to consumer) marketing (omni-channel)• Sourced and led the implementation of a new global ecommerce platform, 3PL, inventory management and customer service• Designed and implemented new CRM practices resulting in 50% increase in AOS and 2x ALV• Increased qualified marketing database by 88%• Revamped all social media strategies and tactics resulting in increased consumer participation and brand awareness• Authored and implemented 5-year business plan including expansion of business base into non-traditional markets• Oversaw multi-channel marketing for all direct to consumer businesses and related brands• Unearthed new market opportunity leading to revitalization of the Handmade sub-brand (reached 70% of revenue)• Introduced industry-first from a major label - HD digital music (200K skus), which garnered strong consumer uptake, positive brand association and industry support• Established and implemented new brand strategies • Drove 300% increase in Rhino.com revenue in first year of relaunch• Doubled net margin of Dead.net through improved operations; pricing strategies and vendor negotiations• Increased Dead.net revenue by 200% while tripling Rhino.com conversion rate• Redesigned Rhino.com and Sinatra.com as well as commerce operations for 6 Rhino-owned businesses (won 4 design awards)

•Led and manage an interactive team comprised of creative, search, technology, strategy, analytics, production, ad unit developers and program management•Overhauled all interactive operations to gain operational efficiencies and increase product quality•Introduced and leading new services (online marketing strategy, search, analytics and digital production•Integrating online team with offline team to form unified creative and marketing strategies and tactics•Restructured team to operate more effectively as well as align with market opportunities•Oversee all hiring for interactive roles•Negotiate contracts, service agreements and pricing with vendors and clients

• Conceived of, built and led a 200 person/$150M multi-channel marketing & digital services agency within Sapient - Now known as SapientNitro• Personally generated and managed over $120M in revenue (excluding media)• Identified and led the acquisition and integration of a $40M+ marketing agency (Planning Group International)• Drove digital media marketing campaigns for clients; one such effort resulted in $1B in profit (over 4 years)• Led multi-channel primary and secondary research/analysis to drive segmentation and establish key strategic directions• Responsible for the P&L of the agency/division• Architected, negotiated and managed multi-year agency relationships and contracts including 3 AORs and over 50 marketing contracts• Led global and regional teams comprised of marketing, creative, business and technical experts (40+ people)• Authored global and regional marketing and communications plans in Japan, France, the U.S. and Canada• Managed Global 500 senior executive relationships in Europe, Japan and North America• Guided teams in 14 major national product launches, 2 global brand programs and over 50 marketing sites • Pioneered worldwide organizational restructuring and management for automotive manufacturer’s online initiatives. • Translated major brands such as Wal-Mart, Nissan and Hewlett Packard to interactive media. Projects included worldwide style guides, global brand strategies, consumer research, eBusiness and merchandising strategies and tactics.

Marketing and E-commerce Specialist•Co-lead the creation and management of new interactive services division•Created and executed traditional and interactive marketing/brand plans and campaigns•Developed e-retailing and e-commerce sites for both B2B and B2C companies•Devised off-line and on-line marketing and merchandising strategies. (Example – highly successful Levi’s catalogue campaign tied to the web through UPC-like product coding)•Worked in conjunction with client’s Agency(s) of Record to ensure total communications synergy•Directed marketing functions of a 43 person sales team to refocus on interactive technology solutions•Redesigned interactive division’s client support structure resulting in an increase in gross sales of 20%•Authored divisional business plans, client proposals, marketing proposals and product/site launch programs•Authored and executed in-house go-to-market strategies and tactics

Marketing Manager•Directed consumer and trade marketing (including P&L) of 8 mainline retail brand categories with gross revenue of approximately $100,000,000 (948 sku’s, 4 manufacturing facilities, multiple distribution channels)•Authored and implemented business/marketing plans (encompassing all elements of the marketing mix)•Established and executed spending of marketing budgets. Tactics included national couponing, sampling programs, radio, print, FSI’s, P.O.S., near packs, loyalty programs, on-packs and interactive promotions. Total programs resulted in 25% increase in net profitability of core brands (1997 versus 1996)•Redesigned packaging of 14 lines (116 sku’s); strategically repositioned products in national and regional market places. Resulting in a SOM increase of 10% in a 5% per annum eroding market (15% total market swing)•Assisted with the conception, production and flight of television and radio ads. Ads increased market share by 5% (1996 versus 1995)

Created and taught course is advertising strategy, execution and measurement.