At Grand Welcome, we are obsessed with our customers. As a guest, it means you're going to enjoy the luxury experience during your stay. As a home owner, it means your property manager is local and delivers unparalleled excellence. As franchisee, it means you have a support team devoted to helping you grow quickly with expert support including guest services, bookings, revenue management, IT, marketing, pricing and accounting.

● Hired by private equity firm to ignite growth of the B2B marketing company. Very quickly provided strategy and structure for a 24-month path to 3X revenue and EBITDA.➢ Reshaped the business model. ➢ Crafted and implemented a refreshed marketing strategy. ➢ Researched and identified new target audiences.➢ Transformed marketing content, channels branding, value proposition, and pricing to strengthen the company's financials and achieve growth targets.➢ Led a high-performing and diversified domestic & offshore team across Sales, IT, Website Development, Digital Advertising, Paid & Organic Search, Social Media, Account Management and Telemarketing.

● Hired by Founder to lead transformation and growth. Stepped into the role as President and was quickly promoted to CEO, steadily growing the Apricot Lane Boutique brand into the #1 retail fashion franchise in the country.➢ Developed comprehensive GTM strategy to drive revenue growth, profitability, and enhance customer engagement. ➢ Aligned cross-functional collaboration with marketing, product, sales, operations and customer support teams.➢ Built a high performing conversion funnel, defined personas, positioning, messaging, pricing, go-to-market strategy. Increased customer acquisition by 3X, driving record growth.➢ Hired, trained and led a high-performing team including marketing, buying, merchandising, HR, pricing, social media, finance, legal, real estate, operations, and IT. ➢ Analyzed market research, consumer behavior and competitive environment to determine profitable new store expansion location opportunities. ➢ Negotiated real estate leases and oversaw project management of construction, design, budgets and buildouts for 100+ boutiques.➢ Identified trends, managed product selection, presentation, online and offline marketing and promotions and loyalty programs to optimize sales and profitability.➢ Introduced AI in POS to improve inventory management, sell-through and margin rate. ➢ Introduced AI to automate customer reviews improving GMB and organic search ranking and increase frequency of purchase.➢ Managed omni-channel marketing stack across Meta, YouTube, Google Ad Network, TikTok, CTV, Influencers, Street Marketing, Experiential Marketing, SEO, Email, TXT, Mobile, Podcasts, Print, Affiliates, and Sponsorships.➢ Full P&L ownership. Exceeded growth, revenue, and profit targets six consecutive years, positioning the company for PE purchase and successful exit.• Entrepreneur Magazine - Top 50 Hottest Franchises Award• ICSC Award - Hot Retail Concept for Fashion• Franchise.com - Hottest Franchise Concepts Award

● Hired by the President to be a thought leader, drive transformation, introduce nimble omni-channel marketing and reinvigorate two globally iconic but declining brands Sears and Kmart, at the time 2,000 stores and $30B revenue. ➢ Responsible for brand marketing, advertising, digital, social, and media strategy.➢ Oversaw the full spectrum of communication across multiple touch-points (stores, web, mobile, call centers, and social networks).➢ Pioneered next-generation integrated shopping experience, CRM and loyalty program ShopYourWay, which integrated Sears and Kmart POS systems and allowed customers to earn and redeem rewards online or in-stores. The online platform ShopYourWay.com included major brands, retailers, partners and services beyond Sears and Kmart, widening the appeal to shoppers and grew into one of the largest loyalty programs in the U.S. with 100 million members.➢ Elevated the in-store and online customer experience to boost engagement and customer satisfaction, including invigorating brand partnerships with renowned brands like Disney, Universal Studios, Sony, Levi's, Uber, Timberland, Harley-Davidson, and many more.➢ Leveraged shopper data to effectively lift customer engagement, reactivate dormant customers, increase frequency of visits, and customer LTV.

● Recruited by the CEO to lead transformation of the Honolulu-founded retailer into a globally recognized lifestyle brand. Succeeded by focusing on eCommerce, digital marketing, international market expansion, and new product development.➢ Led global B2C marketing, branding, product positioning.➢ Full P&L ownership of DTC division, growing it to record level revenue and profitability. ➢ Responsible for full stack marketing mix modeling and optimization.➢ Launched a new website.➢ Managed CRM, call center, catalog, in-store experience, promotions, pricing, new product development and launches, social media, partnerships, and special events.➢ Recruited and managed internal marketing agency and outside partners.

● Hired by the CEO to reposition and ignite growth of a failed retail concept. Quickly established the key growth drivers, launched eCommerce, and scaled the business into the nation’s #1 retailer of comfort footwear, growing to 200+ locations and annual revenues $250M+➢ Recruited, built and managed DTC team including IT, merchants, inventory management, call center, fulfillment, sales and internal marketing agency including web design, creative content, photography and writers.➢ Full P&L of DTC division. Drove growth into the highest profit margin of the company.➢ Responsible for all B2C marketing online and offline, branding, content and creative.

● Led the transformation of a local Santa Barbara retailer into a globally recognized lifestyle brand.➢ Responsible for omni-channel marketing strategy, marketing mix modeling, E-commerce, CRM, loyalty program, call center, catalog, in-store experience, promotions, pricing, new product development, partnerships, and special events.➢ Full P&L of the DTC business while simultaneously supporting marketing for 200+ stores nationwide.➢ Recruited and managed a high performing team, including marketers, web engineers, designers, photographers, merchandisers, inventory planners, events coordinators, call center, and fulfillment.