Ross Hayes Email & Phone Number

South Jordan, Utah, Us

I am responsible for achieving North American DTC revenue and contribution margin targets. I oversee the operational strategy for the business unit, including campaigns, promotions, pricing, merchandising, and conversion rate optimization.-Manage both direct and cross-functional teams to enhance the customer shopping experience, aiming to increase conversion rates, average order values, and contribution margins through A/B testing and data-driven analysis.-Develop and implement promotional strategies to drive revenue and margin growth.-Lead a cross-functional digital marketing team focused on conversion ad spend, ensuring accountability for revenue and ROAS targets, and participate in MMM analysis to guide broader business decisions.-Collaborate with Retail, Product, and Operations teams to manage sales volumes and inventory across all channels.

Draper, Ut, Us

Owned day-to-day operations of the B2C and B2B Digital business unit while serving as General Manager. Developed quarterly, annual, and multiyear billings forecasts and budgets. Established compelling campaigns driving user acquisition and retention by collaborating with brand teams. Migrated individual subscribers into corporate accounts (B2C2B) through lifecycle marketing efforts. Converted free users to paid subscribers and paid users into higher LTV products by product-led growth strategies.-Accountable for the $75M ARR quota as well as developing the B2C and B2B digital marketing strategy and operational framework for Pluralsight Skills and ACloudGuru. -Managed $10M digital spend budget and responsible for customer acquisition and subscription retention targets.-Grew total B2C and B2B Digital billings 10% while reducing spend by 15% through paid media optimization, website conversion improvements, and increasing retention rates.-Implemented product-led growth strategies to upgrade and expand users.-Managed team of 7 direct and 15 indirect reports.

Draper, Ut, Us

Created Pluralsight’s Freemium product, GTM, and operations strategy from the ground up which is now generating 15% of total B2C billings. Took ownership and held accountable for ACloudGuru’s B2C business through company acquisition. Researched, formulated, and tested new marketing technology solutions while identifying new marketing opportunities.-Accountable for the $50M ARR B2C quota-Acquired 2M+ in new Freemium users and converted ~3% to paying subscribers.-Increased website conversion through evaluating and optimizing individual customer journeys and conversion funnels through A/B testing.

Draper, Ut, Us

Developed and executed on digital marketing best practices as well as implemented operational rigor in a pre-IPO transformation period while being held responsible for a $40M ARR B2C quota.-Increased channel mix and led implementation of new attribution model by establishing robust paid media testing strategy.-Improved performance and scale by auditing existing tools/systems in the technology stack.-Built a 3-year channel-level financial plan to drive subscriber growth.-Increased B2C billings by 25% per year.

Salt Lake City, Utah, Us

Supervised all global marketing activities and operations for the ski manufacturer. Spearheaded and maintained all marketing strategy (digital/channel/field), planning, and operations. Deployed business strategies to increase brand awareness.-Transitioned company from traditional retail model to DTC ecommerce model. -Grew ecommerce revenue by 250% YOY.-Successfully transformed business model and 4FRNT was acquired by industry-leading ski manufacturer.

Park City, Ut, Us

Responsible for creating and executing on the integrated marketing calendars for all Backcountry.com web properties. Led a cross-departmental campaign process generating all GTM assets for the marketing team.Managed four teams within the marketing organization:-Partner Marketing - 3 person team that created custom marketing campaigns for ~150 partners. Generated ~15% of companies EBITDA through the collection of co-op funds.-Marketing Operations - 3 person team that facilitated a cross-departmental process to execute on the integrated marketing calendars of 4 websites.-Advertising Sales - 2 person sell-side team that generated ~10% of companies EBITDA through the publishing of advertising on select web properties.-Marketing Web Development - 3 person technical team that was responsible for the coding of all marketing campaigns and landing pages.

Park City, Ut, Us

-Implemented 3rd party Advertising Channel on Backcountry.com family of sites-Grew channel from nothing to generating ~10% of Backcountry Inc’s EBITDA-Managed two external sales teams-Implemented Display Advertising Channel focusing on retargeting-Optimized and grew Display Advertising Channel into ~15% of Backcountry Inc’s gross revenues-Tested many 3rd party vendors using CPC and CPM models

Park City, Ut, Us

-Strategically manage all aspects of the integrated marketing campaigns and print marketing channels for the retail and closeout business units, channel contribution grossing ~$50M annually-Review, critique, and approve all creative deliverables for all onsite and print marketing campaigns -Ensure campaign success by analyzing and focusing on KPIs (CPR, ROI, RPM, % of Site Revenue, Margin $, CTR, Conversion, ect.)-Work cross-departmentally with many departments to ensure precise on-time campaign executions-Managed a team of 3

Park City, Ut, Us

-Managed all aspects of the business partnerships of Backcountry.com affiliate accounts-Teamed with one other to manage an affiliate marketing program grossing ~$10M annually at the time-Strategically managed and developed unique online marketing promotions for the affiliate network-Managed acquisition and recruitment of affiliates, as well optimized the performance of the existing affiliates-Trained and instructed new and existing affiliates on the tools and software offered by the two affiliate networks Backcountry.com used, Commission Junction and AvantLink-Provided technical support for the affiliate base. Help with html coding of their sites, advice on site design and business models, and helped tag their links with appropriate tracking

Wilson, Wyoming, Us

-Managed ~65 event promoters of the High Life, The Prophecy, and Salad Days film tour-Oversaw promoters to ensure proper brand representation for TGR and their sponsors-Guaranteed contractual sponsor representation through many mediums-Managed booth space, product giveaways, banner placement, and athlete appearances-Website upkeep on tetongravity.com using html, JS, CSS

(Mpc) Master Of Professional Communication, Multimedia/Design Emphasis

Ba, Communication, Public Relations