Michael Roberts Email & Phone Number

Kirkland, Wa, Us

Seattle, Wa, Us

Seattle, Washington, Us

Head of growth at premium coffee start-up DTC brand, responsible for driving efficient growth in both subscription and giftable business lines. • Business growth through efficient customer acquisition: Brought management of existing core channels in-house with focus on efficiency optimizations and improved granularity of tracking capabilities. Launched new customer acquisition channels both online (influencers, Pinterest) and offline (podcasting). Efforts were the primary contributor to 60% increase in on-site revenue Y/Y in Q4. • Business insights & data availability: Significantly improved visibility of core business KPIs through tagging/tracking advancements and daily/weekly dashboard deployment. Business now has a clear understanding of core KPI trends like subscription cohort LTR/LTV, improving capability to make faster, data driven decisions.• Subscription strategy: Leading on-going optimization of overall subscription strategy, including rapid iteration of offers/messages, landing page experiences, development of membership benefits program and cross channel growth strategies.

Salt Lake City, Ut, Us

Leader on newly formed affiliate group tasked with evolving affiliate channel from existing customer focus to scaled, efficient new customer acquisition channel. Specifically focused on creating & developing influencer marketing programs within performance marketing framework. • Influencer marketing: Stood-up organization’s first performance marketing-based influencer programs which resulted in more than $12M in revenue in first year of program. Sourced partners, developed gifting capabilities & pipeline, established baseline KPIs and roadmap for channel growth. Lead development of multi-faceted approach that includes both sourcing influencers through agencies as well as building out direct to influencer partnership program. Created gifting program scaled across organization that resulted in gifting hundreds of units to more than 150 influencers in first year. • Affiliate channel feature strategy: Partnered with internal teams on short & long term development of affiliate channel product features with focus on solutions to efficiently scale channel and make Zulily a go to partner for affiliates across all categories. Solutions include trending product data to enable easier content curation, individual partner level automated content recommendations, easy affiliate link generation, etc.

Salt Lake City, Ut, Us

Leader on customer acquisition marketing team at direct response oriented online retailer with annual revenue of $1.7B. Responsible for growth of core search channels (SEM, Shopping, SEO) as well as development of additional channels new to the organization. Leading team of 3 to 5 marketers across search function and new channels. Managing $30MM - $40MM in annual marketing investment allocated by performance results across 10+ countries. Partnering with internal technology team and external partners to improve conversion rates and develop custom marketing solutions in unique, complex retail environment. • SEM & Shopping - Consistently evolving US & international SEM and Shopping programs to align with changing business metrics to maximize investment in unique flash sale based retail environment. Partnered with both internal technology teams and external platforms to build & pilot a variety of optimization solutions to solve unique channel management challenges inherent with constantly changing inventory with several solutions making it to production. Leading on-going product data feed optimizations across publishers that have resulted in substantial (2-3X) growth in product feed driven marketing programs over last 12 months • Landing Page & Conversion Rate Optimization – Developed business justification for investment necessary to create new team specifically focused on landing page optimization projects. Resulted in on-going cross functional group specifically focused on conversion optimization projects that have to date resulted in 20-30BPS lift in conversion across $100MM of annual marketing investment and additional annual revenue of $10MM+ • New Channel Development – Leading pilot investments of $200K to $1MM in various stages of development - podcasting, native advertising, direct mail, etc. Develop strategic plans, identify and review potential partners/agencies, secure executive buy-in & funding, develop KPI & measurement plans and go to market.

Ft. Lauderdale, Fl, Us

Responsible for strategic development & leadership across multiple areas of AutoNation’s digital marketing strategy including SEM, digital advertising, reputation management and social media. Key position requiring meaningful collaboration across peer marketing teams, other corporate departments and regional retail staff during period of significant expansion of internal digital capabilities for Fortune 200 corporation, with organization investing $100MM in digital initiatives over multi-year period. Managed approximately $32MM in annual marketing spend and led team of seven marketers covering a range of digital marketing disciplines. • SEM - Led successful transition of SEM program from agency managed to in-house managed model. Developed solutions to accommodate unique challenges inherent with highly complex program covering 35 different manufacturer brands & 240+ individual locations while exceeded all organizational performance goals and increasing investment 167% (from $9MM to $24MM) over 2 year period. • Digital Advertising - Led development of AutoNation’s first corporate managed digital advertising program, covering all core media types & platforms. Developed consensus on strategic direction among senior stakeholders from across organization, managed agency selection process, led integration of multiple enterprise digital advertising vendors & launched $5MM pilot program in Q1 2015. Program had grown to cover more than 90 locations with additional expansion planned by 2016. • Reputation Management - Now mature program had led to 70% increase in overall AutoNation online reputation (as measured by program benchmarks) since program launch in Feb 2013 and resulted in meaningful advantage for organization in online review space against industry average for automotive retail. • Social Media - Oversaw corporate managed social media program providing strategy, consumer response and unique content for all AutoNation retail locations.

Ft. Lauderdale, Fl, Us

Led team responsible for developing strategy and launching programs across multiple online channels, including reputation management, social media, and digital advertising. • Oversaw launch and on-going optimization of AutoNation’s first reputation management program, which resulted in greater than 50% average improvement in online reputation across the organization’s 240 retail stores in program’s first 11 months. • Developed and launched organization’s national social media strategy. Project included development of business case/justification, detailed financial models, achieving buy-in from senior management and solving for the complexity inherent in managing social media centrally for 240+ unique retail stores selling more than 30 different vehicle brands. • Conceptualized, developed & launched multiple pilots representing organization’s first iterative steps toward comprehensive corporate managed digital advertising programs

San Francisco, Ca, Us

Responsible for leading innovation in marketing strategies & tactics as well as oversight of $6MM+ marketing budget. Ownership role in setting long-term strategy and goals for consumer product marketing campaigns as well as setting/meeting individual & team goals for performance and achievement. • Developed go to market strategy for launch of developer.cbssports.com, organization’s first B2B effort designed to enable 3rd party development on the CBSSports.com Fantasy Platform. Exceeded year 1 targets for developer registration and activity within first 2 months of launch. • Lead marketer on ground-breaking NCAA March Madness on Demand live video product from 2006 to 2010. Responsibilities included planning $2MM+ media campaigns, creative innovation/development, coordination of marketing support from across multiple CBS divisions and third party partnership development. Product grew from 1.7MM to 8.3MM unique users (388%) over 5 year history, revenue growth from $5MM to $45MM in same time frame.• Formed and led cross-departmental search engine optimization team responsible for improving site’s natural search ranking and adherence to SEO best practices, achieved 65% increase in session starts from search in first year (2008) and more than 150% growth in session starts over life of team (2 yrs).• Product manager of proprietary campaign management and audience segmentation tool. Developed concept, wrote comprehensive business & technical requirements, recruited support for project among senior executives, then collaborated with technology teams and developers to design/build.

San Francisco, Ca, Us

Managed organization’s largest consumer marketing campaigns: Fantasy Football, NCAA March Madness on Demand and NCAA bracket games. Responsible for strategic planning, budgeting, creative development, multi-platform program deployment (online, television, radio, print, event, mobile, etc), tracking, and MROI reporting & analysis for each campaign. Led all search engine marketing strategy and efforts for organization with combined budget of more than $1MM.• Evolved NCAA March Madness on Demand marketing strategy, in 2008 achieved growth of 164% in unique users (4.7MM) with marketing campaign that exceeded 2.6B ad impressions• Led marketing of joint CBSSports.com/Facebook NCAA Tournament app in 2008, achieved most active app status on Facebook during NCAA tournament, 1.6MM installs in first year• Devised strategy and wrote copy for CBSSports.com promotional inventory in Super Bowl XLI

San Francisco, Ca, Us

Continued existing e-mail marketing, campaign creation and copywriting duties, added additional responsibilities including search engine marketing management and search engine optimization tasks. Managed Westwood One radio and CBS Sports television broadcast inventory.• Conceptualized, evangelized, received organizational buy-in and executed series of 5 Fantasy Football events in collaboration with sports talk radio stations in strategically significant cities across the US

Conceptualized, developed, and managed highly targeted e-mail marketing campaigns for all CBS SportsLine.com products. Responsible for all marketing copywriting duties including: e-mail marketing campaigns, product splash pages, customer communications, and numerous print ads. Authored several educational/promotional features published in nationally distributed CBS SportsLine.com branded Fantasy Sports magazines

New York, New York, Us

Part of three person team responsible for recruited 1,000+ volunteers for NHL All-Star Week activities and events. Assisted in the scheduling of volunteers for various duties/locations over week long period. Participated in the training, management, and coordination of volunteers during All-Star Week.