President & Chief Operating Officer
St. Louis, Missouri, Us
• Business Development & Operations: Led the largest privately-owned test prep & admissions consulting company in the world, reporting to company owners. Exited when the company was acquired by Varsity Tutors in December 2018.• Cross-Functional Leadership: Demonstrated consistent high-level oversight of eight direct reports, 15 HQ staff, and hundreds of instructors and counselors around the world; set priorities and strategy with owners, and allocated $2M, hiring and developing talent in Finance, Marketing, Sales, Customer Experience, Technology & Engineering. • Channel Strategy: Guided the company into new markets and business lines to drive 140% YoY growth in online test prep courses. Led creation of new online learning tools that generated up to 7,000 new leads per month. Steered company into high-end college test prep and admissions counseling, which became the company’s second-largest business within two years.• Talent Acquisition: Drove build-out of the admissions consulting team to become the largest and highest-rated in the industry, with thousands of five-star average ratings on public review sites. Invested in development opportunities, recording high retention despite competitors’ competitive compensation.• Partnerships: Partnered with industry players–Bloomberg, Businessweek, GMAT Club, Beat the GMAT, and Clear Admit–increasing website traffic 250%, from referral channels, and optimized the funnel via affiliates.• Demand Generation: Used creative solutions in media buying across the marketing mix, including direct mail and the mobile app. Leveraged Salesforce, MailChimp, Marketo, Zapier, WordPress, Optimizely, Google Optimize.• Digital Marketing & Analytics: Led a digital-heavy investment in Google Ads, Bing Ads, Facebook, Twitter, and Search Engine Optimization (SEO) with focus on automated bidding and programmatic display ads.
