BuildDirect is the leading flooring provider for the Pro segment.

Brought in to overhaul digital and grow agency. Clients are direct to consumer manufacturers and brand owners. $100M+ gross sales.• Increased agency client base 110% in first 8 months.• Developed growth roadmaps for key accounts delivering an average of 72% growth in 2022. Focus on conversion rate optimization, paid marketing and improved campaign ideas.• Upgraded our creative direction, social approach and paid search capabilities. Expanded services to increase margin.• Overhauled the team, reduced costs and added international teams to handle growth at a variable cost to the business.

Startup focused on revolutionizing the flooring industry by stacking innovations in digital to sell installed flooring online. • Rapidly grew to $2M ARR and added $7M in guaranteed B2B contracts. Small team drove exceptional results.• Strategically rebranded from MyFlooring.com to Plum including creative/copy/visual direction/tone/colors.• Created a customer acquisition funnel that collected details for 20% of site visitors and used a strong CRM approach to pull them down the purchase path.• Heavy use of testing using user generated content and inhouse content to achieve under $10 customer acquisition costs through social media marketing.

Lighting manufacturer that struggled online. Transformed the direct-to-consumer business and built a key business unit.• Drove 2021 website sales to be 4x higher than any prior year. Upgraded marketing and operations to stop losses.• Rebuild digital team from the ground up, bringing in strong marketing, data, and development talent to spur growth.• Updated the merchandising mix and marketing focus to increase sales of more profitable skus. Increased profits by 8 points.• Also built third-party marketplace sales to gain awareness in the market – smart strategy exploited the 3PL opportunity.

Global manufacturer of branded products including LYCRA, STAINMASTER, and CORDURA. Digital transformation role.• Upgraded internal teams with digital talent and capabilities. Restructured marketing groups and added strong leaders.• Created long-term value through projects like a Lowes.com Stainmaster microsite and LYCRA B2B CRM build outs.• Drove an innovative strategy to transform flooring market. Lead a team to build out a strategy to deliver rapid growth.• Implemented digital capabilities and software in IT to support the change happening within our brands.

Rapidly growing, consumer-focused ecommerce shoe merchant. My role was to control customer acquisition costs.• Revamped marketing focus to add content, social and organic search activities to offset paid marketing costs.• Introduced an omnichannel strategic plan to drive profitability across marketing tactics. Brought paid search inhouse.• Owned $110M P&L and dropped marketing costs by 12%

Built the ecommerce division for this tea retailer. Rapidly grew sales to $30M while delivering profits of 10%+ every year.• Consistent sales growth of at least 45% each year despite a recession. Built through testing, analytics, and focus.• Also drove store sales. Big wins from a mobile app, use of video, and strong CRM segmentation and targeting. • Created a DTC subscription model that grew to 20% of our online sales. Subscription data drove merchandising.

Large apparel manufacturer. Built sales as C&B shut stores.• Developed an RFM segmentation scheme that accounted for category and seasonality. Outperformed prior method.• Quickly grew sales from zero to $20M while being profitable every year except 2005.

Rochester is a retailer of high-end big and tall menswear with stores across the US in major cities. They were acquired by Casual Male in 2005 and moved to Boston. Helped launch the catalog and website for this multichannel merchant. Grew direct sales from under $500,000 in 2001 to over $20 million in 2005. Responsible for mail plan and online marketing to the US and UK markets. Competitive, branded marketplace kept margins tight, but achieved profitability one year earlier than plan. Direct sales were a key reason Rochester was acquired. Key Achievements - Exceeded P&L objectives every year as sales transitioned from catalog to online. - Developed a customer retention plan designed to increase the lifetime value of our customer base. Customer analysis drove the direction. Utilized segmentation and a strong email program to grow the value of individual customers over time. - Implemented a five-year marketing strategy and conceptual direction in 2003. Also contracted outside data to fill in the details of the ‘Rochester Customer.’ Crafted personas that were shared throughout the organization. - Crafted RFM segmentation scheme and testing options to keep improving our segmentation. Responsible for all CRM efforts. - Profitably mailed into the UK marketplace utilizing third party vendors. Direct mail supported the London store and grew online sales from the country.

Small B-to-B Tennis company with a targeted catalog. Took position to consider purchasing from the founder, but decided it was not in my best interest. Managed budgets, P&L and strategic direction of the company. My focus was on opening new markets and analyzing the growth prospects of the company. Key Achievements - Developed an ecommerce website on a tight budget that opened up a new segment for the company: consumers. This became the growth engine of the company in 2002. - Delivered 15% sales growth in 2001 despite a bad economic climate for tennis and a string of three years with slowing sales. - Negotiated an exclusive distribution arrangement for several key products. Allowed us to grow sales without directly competing on price. - Altered the company’s brand to better fit their core customer. This included revamping all marketing materials, recreating the catalog and crafting a new face for the company at trade shows.

Fortune 1,000 company sold to Casual Male during my tenure. Branded company was the market leader for the big and tall men’s apparel market. Helped develop multiple catalog brands and online websites to fit different target markets. Hired to manage catalog production and ecommerce sales. As online sales grew, this became my full-time focus. Developed a strong, branded web presence that became the top destinations for big and tall menswear online. Key Achievements - Consistently beat my sales goals. In 2000, doubled plan with 10% of direct sales coming through the website. Reached my profit goals every year. - Worked with multiple executives to get email signup cards in the stores. This rapidly grew our email program and became a responsibility (with bonus tied in) for store managers. - Crafted profitable programs in email, paid search, search engine optimization and targeted banner ads focused on our customer base. This grow online sales apart from the catalog. - Responsible for analyzing the results of online and offline sales and created key reports analyzing campaign profitability by customer segment.

Catholic monastery was seeking a way to increase revenues and fund operations. Friend and I suggested developing a catalog operation based on their popular onsite store. Developed a business plan that we executed based on the monastery’s needs. Also launched an ecommerce website to compliment the direct business. I managed marketing, merchandising and finances, including P&L and budgets for the company. Created a nice, small catalog business on a very tight budget. Eventually monks were able to take over.