John Hasselle Email and Phone Number

- Monitor and forecast marketing and sales trends- Gather data-driven consumer insights- Competitor insights & market trends- Measure and optimize marketing investments across channels to drive growth

• Developed digital acquisition strategy, including SEM, SEO, display, and social • Built out dynamic digital marketing team • Lead project to launch TruGreen's mobile app• Re-platformed and redesigned eCommerce experience

- Manage TruGreen's digital presence including paid search, lead gen, organic, website design/optimization, ecommerce, mobile, and LLM - Drove 25% growth in leads in a flat category - Optimizations to ecommerce drove 70% increase in online sales - Oversaw landing page optimization program, driving 25% increase in visit-to-lead rate - Cost per lead down 15%; average cost per sale down 17%- Built up social presence, with a focus on tailoring content to brand personas - exponential fan and engagement growth- Started online reputation management program, increasing GMB star rating from 1 to over 4 stars

• Manage digital marketing budget, including search, display, and affiliate programs• Oversaw 15% annual growth in digital sales units• Launched ecommerce in 2012; 2013 enhancements deliver >2x growth in ecommerce sales• Manage PPC landing page testing, delivered 15% improvement in on-page conversion• Manage online account management platform, implemented tracking to proactively address usability issues

• Made marketing budget allocation recommendations to CMOs, using ROI-based model• Performed analysis to support a incremental marketing investment decision• Developed customer lifetime value models by marketing channel (e.g., online, direct mail)• Helped launch customer satisfaction survey (NPS), including creating field communication pieces

- Audited year-end financial statements - Reconciled numbers appearing in the MD&A and Footnotes sections of the client’s 20-F year-end SEC filing to the appropriate supporting documentation- Performed Sarbanes-Oxley testing on clients’ systems of internal control- Prepared work-papers documenting major changes in the client’s operations and business environment- Researched publications and rules of US GAAP auditing and accounting bodies including PCAOB, SEC, and FASB

- Designed and set up the trade show booth- Sampled and sold coffee at trade shows- Budgeted and planned for trade shows