Larry Ross Email & Phone Number

Salt Lake City Metropolitan Area

Practice by Numbers helps dental practices grow and manage their business by offering all the right tools under one platform. The best-in-class solution makes it easy to automate patient communications, check-ins, forms, reviews, rescheduling cancellations – all while supercharging patient engagement and marketing. Roust analytics track 600+ KIPs so teams can set goals and work to attain and surpass them.• MARKETING: Managing and executing comprehensive multi-channel marketing strategies, including website management, paid social, display, SEM, SEO, PR, email, native, programmatic, partnerships, referral, podcasts, content marketing, events, and video.• OPERATIONS: Streamlining marketing operations and leveraging martech tools to enhance campaign efficiency, optimize workflows, and improve ROI through data-driven strategies and cross-functional collaboration.

Greater Salt Lake City Area

Fiserv (FinTech, SaaS, B2B) is a Fortune 500 company serving nearly 10,000 financial institution clients and 1.4 billion accounts worldwide. Developed marketing roadmaps to scale paid, earned, and owned media, driving new logos and accelerating existing opportunities, resulting in a 330% revenue increase in the first year.• LEADERSHIP: Directed a cross-functional team of 15+ stakeholders to develop and implement advertising strategy, achieving alignment and a 72% reduction in campaign launch times.• DEMAND GENERATION: Designed demand generation campaigns, securing new revenue from top-tier clients (AliExpress, Bank of America, Charles Schwab, Citibank, Experian, Fidelity, Mastercard, etc.), resulting in a 45% increase in qualified leads within the first quarter.• MULTI-CHANNEL MARKETING: Managed multi-channel marketing across 20+ platforms, including SEM, SEO, PR, email, SMS, native, programmatic, podcasts, events, and direct mail, achieving a 434% increase in website traffic and a 227% rise in conversions.• MARKETING OPS: Modernized MarTech stack with Demandbase, 6sense, Salesforce, Adobe Experience Cloud, and AI, contributing to a 265% lift in SAL over 24 months.• KPI AND REPORTING: Developed metrics for engagement, pipeline intelligence, and conversions, providing insights that boosted marketing ROI by 65%.• BUDGET OPTIMIZATION: Conducted budget analysis to identify inefficiencies, reallocating resources to maximize impact, reducing spend by 24%, and increasing lead generation.• CROSS-FUNCTION COLLABORATION: Key member of Governance and Marketing Automation Boards, optimizing ECRM data practices and overseeing Salesforce Marketing Cloud migration.• RESEARCH & ANALYTICS: Led competitive analyses, SEO audits, keyword research, personas, account profiles, and customer journey mapping.

Utah, United States

VBH (Healthcare, B2B, B2C) is the largest and most diverse behavioral health service provider in the Intermountain West, offering 850,000 services annually. Led the strategic initiative to revamp the VBH (and Valley Foundation) brand image and launch new products, resulting in a robust strategy to communicate the new brand. This effort produced a 42% increase in brand awareness, a 36% growth in customer acquisition, and improved brand positioning across all marketing channels and in more than 60 facilities.• Executed new omnichannel marketing initiatives, including SEO, SEM, SMS, Paid Social, Programmatic, Affiliate Marketing, Content Syndication, Influencer Marketing, Tradeshows, Radio, Print, and Billboard; produced a 33% increase in revenue and a 18% reduction in customer acquisition costs.• Directed the development and execution of impactful marketing campaigns for a new clinic network, driving successful customer discovery and interest, generating a 27% rise in program awareness and enrollment.• Owned the forecasting, monitoring, and reporting of marketing budgets, continuously optimizing efficiencies.

Park City, Utah

Conducted extensive research to analyze positioning in the market (E-Commerce, Consumer Goods, B2C) and identify growth strategies to create a visionary brand with a clear mission, goals, strategies, promise, and character, ultimately resulting in the acquisition of LightHeaded Beds by Lifetime Products.• Built licensing relationships with Disney, Marvel, Jim Henson Productions, and other portfolio partners as part of an online strategy to ensure highly visible brands were available for purchase.• Pioneered channel development initiatives by establishing valuable partnerships with industry giants including Walmart, Sam's Club, Costco, and Amazon.• Orchestrated e-commerce development, implementing targeted segmentation strategies, and overseeing acquisition, upsell, lead management, and customer lifecycle, boosting revenue by 28% and achieving a 14% increase in customer retention.• Generated content marketing strategies and successful affiliate programs to enhance brand visibility and engagement; crafted compelling, SEO-optimized content resulting in a 55% increase in organic traffic.

Salt Lake City, Utah, United States

• Led digital marketing and an 8-person team encompassing web development, SEM, analytics, interactive media, social media, and influencer marketing at Richter7, Utah's 'Best of State' ad agency eight times and winner of numerous ADDY awards in the Intermountain West region.• Transitioned the agency’s digital marketing efforts, optimizing automation systems and reducing manual workloads, leading to a cost reduction of $100,000 and improved overall campaign performance in the first 12 months.

Utah, United States

• Responsible for establishing a new e-commerce division and implementing go-to-market strategies, including brand development, positioning, performance monitoring, and back-end system integration.• Created successful strategies for SEO and SEM, affiliate programs, social media, email campaigns, and e-commerce sales events, resulting in a 30% month-to-month increase in website traffic, a 400% revenue increase, and an 800% sales increase.• Developed research plans encompassing focus and peer groups, internet user stats and purchasing habits, competitive analysis, and SEO intelligence.• Aggregated data into actionable strategies to enhance marketing efforts, improve conversion rates, and boost customer retention.

Utah, United States

Developed go-to-market strategies for B2B and B2C products, covering areas such as brand awareness, product deliverables, sales and marketing, thought leadership, email marketing, product positioning, portals and micro-sites, interactive presentations, webinars, and tradeshows. • Created strategic conceptualization, program development and implementation, analytics and follow-up throughout the entire marketing process; designed brand strategies, marketing plans and product deliverables, key to driving company growth by 72%.• Created multiple online portal strategies including speaker bureaus, thought leadership, enterprise information, public workshops, book launches and affiliate micro-sites—putting VitalSmarts #35 on the Utah 100 list of most successful and fastest growing companies.• Restructured deliverables for a 17% revenue increase and a 178% reduction in product returns.• Developed metrics for tracking marketing initiatives and developed plans for testing and optimization, increasing overall customer conversion rates by 34%.