Own omnichannel program for Fanatics In-Venue Retail and Special Events across major sports space, including NFL, NCAA, NHL, NBA, PGA, MLS, CFP and Kentucky DerbyDeveloped unique in-venue mobile shopping eCommerce concierge service, $4M in incremental sales with 53% net incomeAchieved 332% sales growth, 2018 to 2019 and 553% sales growth, 2020 vs. 2019Delivered record-setting sales revenues of $110K at 2020 NHL events Built, manage, and maintain over 50 eCommerce shops for Fanatics retail teams and eventsDeveloped digital and print marketing assets and campaigns across social, email, push notifications, and signage to drive promotion of the mobile shops in team markets with over 70% of $4M in sales directly attributed to marketing and 30% of total sales originating from social media posts

Managed all aspects of company e-commerce efforts including P&L, assortment planning, online marketing, buying and operations for NFL and NBA teams’ official online stores. Developed marketing strategies to grow our brands, as well as, created and executed consumer engagement strategies that drove revenue and traffic. Responsible for planning, promotion and execution of all event retail marketing including innovative mobile shopping, social media engagement, sales driving promotions and operational management of merchandising environment at major sporting events (Super Bowl 44/45/46/50, US Open Tennis, CFP National Championship and America’s Cup). Active in business development, media and agency relationships, product development and management of at event special operational programs. Key Accomplishments:• Responsible for all coordination of in-store marketing events including affiliate and sponsor promotions, social media engagement, agency relationships and program implementation, appearances, displays, signage, print and digital ads, merchant bounceback promos, contests and video production. • Awarded Most Innovative Marketing Campaign at DA Summit for 2014 US Open Instagram Mass Relevance offering.• Grew overall e-commerce sales from $1.2M to $3.1M in year one and $3.98M by 2013.• Maximized two Super Bowl Champs hot markets driving over $2M in hot market sales. • Solicited and acquired USTA and Arizona Cardinals official online store through business development efforts for the company. • Created and managed innovative and successful mobile app concierge shopping experience at Super Bowl 45/46/50, US Open, CFP National Championship, America’s Cup and team stadiums. • Added new channels of merchandise distribution through social media, t-commerce, auctions, affiliate partners, in store kiosks and email/site video.• Led all online marketing efforts for email campaigns, social media, SEO and SEM to drive store traffic and sales.

Responsible for the day to day operations of the NASCAR.COM Superstore including all financial targets and goals, managing multiple relationships and directing the overall merchandise assortment of the store. Developed marketing strategies to grow our brand and created and executed consumer engagement strategies that drove traffic and revenue. Key Accomplishments:• 14 consecutive months of sales gains • Forged relationships with sponsors to create marketing programs, sweepstakes, affiliate stores and ad sales.• Created innovative activation programs to gain consumers and influence buying patterns.• Secured, managed and measured the effectiveness of all outbound marketing programs including paid search, natural search, competitive shopping engines and affiliate programs.• Actively sourced and produced hot market revenue programs with licensees and teams.• Created direct response ads, product and editorial combined webcasts and social networking offers on Facebook and My Space for new channels of distribution.• Redesigned the mail order catalog into a new lifestyle format that showcased drivers and the brand.

Responsible for the execution, sourcing, creation, licensing and procurement of all Official NASCAR Members Club and NASCAR Racepoints products. Key Accomplishments:• Maximized distribution of NASCAR Members Club product through multiple distribution channels including print catalog, e-commerce, retail, at track, member special offers and acquisition premiums.• Identified and created a compelling suite of NASCAR rewards and exclusive NASCAR Members Club product working collaboratively with sponsors, teams and licensees.

In my position as General Merchandise Manager with the Dallas Cowboys I was responsible for the product development, licensing, sourcing and procurement of all Dallas Cowboys products for both their multi-million dollar wholesale and retail business.

Director of Merchandising Key Accomplishments:• Managed, purchased and controlled $80M in NFL, College, NASCAR and PGA Tour Golf product through catalog and e-commerce. • Improved sales 33% in the 1998 season by merchandising more creatively around product themes and reacting to emerging trends in the marketplace. • Developed exclusive products that provided incremental sales.• Negotiated outside premium sales opportunities and implemented phone up sell techniques that created additional business.

Merchandise Manager Licensed Products Buyer – Toys, Men’s Apparel, Women’s Apparel, Footwear