Charged with leading all customer experience functions – including Marketing, Communications, Public Relations, Operations Services, Technology, Human Resources and Learning & Development – across portfolio management company operating three franchise brands (Elements Massage, Fitness Together and Amazing Lash Studio) with more than 650 locations. Recipient of external recognition including Newsweek magazine’s “Best Customer Service” award, Franchise Times “Dealmaker of the Year” and “Fast and Serious” franchisors, Inc. magazine’s “Fastest Growing Companies”, Entrepreneur magazine’s “Franchise 500” as well as Denver Business Journal’s “Fast 50” and “Best Places to Work”.

Responsible for the planning, development and implementation of marketing strategies, marketing communications and public relations activities that support the overarching goals and objectives of Les Mills US.♦ Partner with national brands and small to medium business owners to develop customer-oriented solutions that contribute to their business success. ♦ Create and execute consumer campaigns that grow brand awareness and engagement. ♦ Collaborate with global partners to maximize impact and ensure efficient and effective deployment of resources. Outcomes include: ♦ 25% growth in new business leads generated ♦ Email open rate three times greater than the industry average♦ 270% annual improvement in social media reach ♦ Over 120M unique media impressions earned annually

Delivered on five-year strategy for culture transformation, including rebranding and performance acceleration for a 4-million member organization across 400+ locations in 18 states. Catalyzed profit growth as a marketing and communications thought leader, expanding market reach and strengthening market position through a customer-centric philosophy: Employee Engagement 109% improvement, Internal Communications 24% enhancement, Employee Turnover 47% reduction, Customer Satisfaction 6.8% increase, and Guest Visits 36% surge. ♦ Selected to serve as Chief Marketing Officer (interim). Led marketing and communications decision-making with greater latitude over budget allocation. ♦ Steered four-year rollout of a national non-profit program, raising $130,000 in the first year, and awarding 34 employee grants.♦ Introduced KPIs, clarifying strategic direction and igniting 16% increase in overall awareness (61% to 77%). ♦ Deployed analytics to measure incremental performance of email marketing conversion rate, modifying approach to spur a 2% incremental growth while reducing CPAs by 30%.

Recruited to improve and strengthen member contact center performance via internal and external digital marketing. Established social CRM strategy by integrating social media into overall service environment. Employed unique philosophy of developing scalable campaigns that add to top line while protecting bottom line.♦ Propelled revenue generation to $22M within one year by improving staff performance through direct leadership and proactive social media engagement.♦ Led a new member retention surge from 11% to 23%, driving an incremental $5M in revenue growth, and facilitating a cross-selling revenue increase of 15%.♦ Rekindled brand through social sphere conversations, tripling Facebook check-ins and increasing Twitter mentions by 18%.

Solicited to head HR in new direction. Revolutionized culture as a change agent and transformed into a collaborative, customer-focused organization. Navigated through a steep learning curve, successfully designing scalable initiatives in support of company vision. Excelled at decreasing turnover by 11.7% and improving employee engagement by 3.7%.

Charged with leading strategy for the fastest growing sales channel in the acquisition of health insurance and corporate subsidized memberships. Contributed to company revenue by growing channel an additional 275% ($7.5M). Increased member usage by 15%, created cross sell and referral opportunities and expanded profitability 15%.

Partnered with C-suite team to maximize return on invested capital through best practices in corporate governance. Developed go-to-market strategy for subsidiary business in Asia.

Formulated multi-phase innovative approaches, enhancing customer experience for the 3rd largest e-commerce site in the nation. Combined efforts in maximizing ROI through traditional and emerging marketing mediums. ♦ Introduced the use of (KPIs) key performance Indicators to measure, develop plans, and enhance customer experience, staff performance, market position, vendor evaluation, selection, and management—created new company benchmarks.♦ Monitored and analyzed data, including Voice of the Customer and Net Promoter Score, synthesized metrics and identified need to expedite checkout, nearly doubling conversion rate.

Served as a trusted adviser to the C-suite team (COO and CMO), influencing decision-making over internal/external communications strategy, messaging, corporate identity, and brand positioning while devising strategies to sustain operational excellence. Gained insight into the interdependence of marketing and operations and impact on total business growth. Charged with heading corporate communications in U.S., Canada and Mexico. ♦ Designed communications strategy for more than 2,000 retail locations across the USA. Delivered on mandate of driving engagement across 300,000 associates. ♦ Cut expenses by $1M/year, leveraging Six Sigma methodologies, streamlining and improving processes, including by incorporating technology/software, providing corporation with the scalability to sustain growth.

Emerged as an advocate of change management, evaluating needs, developing strategic solutions to usher quick results in ROI through transformational business plans. Refocused teams and executives on importance of addressing customers’ needs. Streamlined operations by aligning business requirements with technology. Led ERP system implementation for a 130,000 employee organization.