Helping businesses grow with clear, effective value proposition messaging, a smarter digital marketing strategy, and data-informed conversion rate optimization.

Responsible for building, growing, and maintaining GORUCK's e-commerce business. Established and led digital marketing (all channels), analytics, e-commerce, and IT teams and operations. Partnered with finance, gear/event operations, and product development teams to execute GORUCK’s go-to-market plan for all products, events, and promotions. Key accomplishments include:• Grew online revenue 29.5% from 2018 to 2019 (~$15MM to ~$20MM in revenue)• Expanded paid media program (Facebook/IG + Google + Quantcast) while maintaining > 5:1 ROAS as well as implementing automated, behavioral-based retargeting campaigns• Planned and helped the team execute the largest sales and promotions days in company history (Christmas in July + Black Friday/Cyber Week) including product selection, pricing, campaign messaging, channel management and execution• Professionalized and grew the affiliate program• Ground-up implementation of the analytics program with a full implementation of Google Analytics, tag management platform, session recording/heat mapping, Data Studio dashboards, and in-house customer database

Lead the team responsible for online testing & optimization across all digital formats for Sears and Kmart including desktop, mobile web, and native applications. Partnered with the online business unit for the creation and execution of the strategic testing roadmap for all digital platforms. Key accomplishments include:• Increased number of A/B tests executed YoY by 40% (50 to 70) within the first 12 months through the implementation of new test planning and execution processes. From months 12 to 24, YoY increase of 35% (70 to 95) as well as 80% increase in overall revenue tested ($677MM) as influence grew within the organization• Reduced total spend on testing tools and vendor consulting by $300M+ annually. Negotiated savings of $125M annually for supplementary analytics tool. All while improving testing velocity, outcomes, capabilities, and reach• Led team in transition to two new testing platforms resulting in faster testing with less performance impact on the websites. Added ability to test on both iOS and Android applications---a first for the organization• Completed multiple global tests designed to test everything from the performance impact of the Sears Holdings tech stack to shipping thresholds to complex, targeted BOF cart tests• Improved and expanded the format of results presentations to have a larger reach within the organization and ensure test results would drive decision making within product management, UX, and marketing

Lead a team of project managers, analysts, graphic designers and web developers in developing, optimizing and testing eCommerce websites, landing pages and emails for 25+ medium to enterprise level clients.- Worked with key stakeholders to determine project objectives - Scoped projects and assigned resources necessary to fulfill services contracts for testing and optimization of clients’ sales and marketing funnels and marketing collateral.- Interviewed prospective employees to help grow teams to match business needs (400% team growth in 5 years)- Developed and implemented processes to maintain quality of work for a fast growing consultative business

Lead a team of analysts in optimizing the financial performance of the sales and marketing programs for medium to enterprise sized businesses.- Developed and maintained 6-24 month project plans for website testing and optimization- Created online testing and optimization plans for all available channels of traffic- Ensured proper measurement of online funnels by writing requirements for the installation of various testing and analytics platforms to be installed by our in-house development team (Google Analytics, Adobe Target, Optimizely, MECData)- Optimized the performance of offline and online advertising/lead generation materials in alignment with key performance indicators and pre-determined marketing objectives

Worked directly with clients to optimize and test their digital assets including eCommerce websites, landing pages and emails.- Developed, delivered, and maintained digital marketing campaigns that involved optimizing the conversion rate of sales and marketing processes, developed and/or optimized each aspect of clients' marketing and sales funnels for maximum financial performance, and conducted a thorough analysis of their focus areas (e-commerce landing pages, Google campaigns, long-term complex sales processes, UX, etc.)- Performed competitive analysis of the potential opportunities in messaging, positioning and value proposition for clients’ web initiatives- Prepared results summaries to highlight key findings and results of testing and research

Independent consulting with clients to help them with value proposition discovery and transitioning their offers to the web effectively.- Gathered customer and competitor data to formulate web solutions for clients- Consulted with clients throughout duration of website development and marketing campaigns to ensure efforts and proposed value proposition aligned with the customer thought process- Carried out SEO, SEM and online marketing campaigns to increase traffic for clients- Prepared proposals and presented strategic approaches to clients and key stakeholders

Helped lay the foundation for the Grooveshark.com advertising program with the help of original Grooveshark team members Andrew Wise, Steve Spalding, Josh Bonnain and James Davis.- Part of a team that raised more than $1.8 million in angel and venture capital within 2 years- Negotiated company’s first ad deal with Technorati Media resulting in initial $12-15k/mo revenue- Led marketing efforts to grow music-streaming product to more than 250,000 registered users- Established relationships with top tech bloggers as well as issued investor newsletters- Responsible for managing, maintaining and negotiating terms for all major accounts- Represented and pitched for the company at eight media and technology conferences (SXSWi, BlogWorld, Techcrunch 40 & 50, Web 2.0 Summit, Bandwidth, etc.)

Developed, as part of a small entrepreneurial team, the original offline/online media strategy for the launch of music website Grooveshark.com.Accomplishments include:Development of the original Grooveshark Music Blog - Contributed more than 200 blog posts - Grew to more than 60k monthly unique visitors - Reviewed & edited 12+ posts a day as Chief EditorDeveloped the original Grooveshark Investor Newsletter distributed to angel investors quarterly.Represented Grooveshark.com at local Gainesville Chamber of Commerce events, as well as at UF, through club-sponsored speaking events.Contributed media releases and quotes to top technology blogs across the web. - Mashable - Boing Boing - Startup Squad - Zeropaid - ReadWriteWeb - Techcrunch - CNET's Download.com