Director, Strategy & Planning, Repair.Com
Nashville, Tennessee, Us
Led operations and strategic planning for a direct to consumer start-up inside multi-billion dollar privately held supply chain business. Repair.com set out to disrupt the $2.5B appliance repair industry with a digital marketplace and consumer brand that connected home owners with the highly fragmented service provider market. In targeted markets, Repair.com acquired 10% share in less than 10 weeks, drove 30%+ brand awareness and delivered on its brand promise by achieving a 70+ NPS.• Drove team execution of Repair.com strategy by aligning digital and traditional marketing, customer experience and operational fulfillment to deliver against customer acquisition, audience growth and consumer satisfaction goals • Aligned senior leadership to gain and maintain buy-in by crafting business case and producing regular updates, leading to investment to fund Repair.com marketing and business operations• Strengthened digital strategy resulting in 3x increase in customer capture from SEM, 152% audience growth driven by SEO and social media, and 49% increase in website engagement by developing digital tools that solved key customer needs• Formulated insights from data and research leading to 51% reduction in marketing acquisition costs by better understanding customer purchase path, defining key customer segments, and uncovering website engagement behaviors• Led hypothesis testing and learning by overseeing web analytics, consumer research and market intelligence to formulate and refine digital marketing, traditional advertising and customer experience strategies