Tom Peterson Email and Phone Number
Growth-focused Marketing Executive & Strategist with over 25 years of proven success, 15 of those years as a CMO for several different industries and size companies ($100MM VCs / PE backed-owned to $1B Publicly Traded). Committed to the growth of companies, creating shareholder/enterprise value, profitability, and record revenues through sound marketing strategy and building, leading, and enabling high-performing teams of different sizes from 3 to 33. COMPETENCIESExecutive Leadership • Strategic Planning & Execution • Marketing Strategy • Strategic Communications Board & Investor Presentations • Private Equity Experience • Rapid Growth Scaling • Turnarounds • DTC, B2B, BTC & B2B2C • Go-to-Market Strategy • Budgeting • Competitive & Market Analysis • Ecommerce • Digital Transformation • Data Analytics • Salesforce CRM Optimization • New Product DevelopmentMARKETING EXPERTISEAccount-based Marketing • Advertising Agency Management (Internal & External) • Brand Positioning Storytelling • Content Strategy • Customer Acquisition • Customer Engagement • Customer Journey Mapping Customer Segmentation • Demand Generation • Digital Marketing • Earned & Paid Media • Lead Generation Market Research • Marketing Communications • MarTech • PR & Communications • Product Launches • SEM SEO • Social Media • UX/UI • Web & Mobile App DevelopmentNOTABLE HIGHLIGHTS•. Doubled revenue to $1.3B and increased EBITDA 5x to $144M for Lazyday’s RV (NASDAQ: LAZY) in less than three years.•. Generated an incremental $45M in revenue for Youfit Health Clubs, led by more than doubling online membership opt-ins and a 22% increase in membership retention in three years. • Generated an incremental $300M in revenue for Aaron’s (NYSE: AAN) in two and a half years. • Led development and deployment of a strategic turnaround for Ovation Brands, reversing negative sales trend by 9.6% with a 60% flow-through to EBITDA and positioned the company for a sale within the one-year objective.• Revitalized/repositioned the Krystal brand to generate +15% growth in traffic (first time in seven years to experience comp traffic growth) +20% revenue, resulting in +50% in EBITDA within 18 months.
Chief Outsiders
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Chief Marketing OfficerChief Outsiders Apr 2024 - PresentHouston, Tx, UsChief Outsiders, recognized as the premier Executives-as-a-Service firm in the nation, specializes in pairing CEOs with the right fractional marketing and sales leaders to propel organizational growth. Our team of over 125 seasoned fractional executives, known as Strategic Operators™, seamlessly integrates with your leadership to deliver impactful results.Our approach offers CEOs instant access to a deep pool of marketing and sales talent through highly tailored, flexible engagements. With backgrounds spanning executive roles at Fortune 500 companies, our Chief Marketing Officers and Chief Sales Officers have driven success at over 1,550 client companies. Chief Outsiders has consistently been honored by Inc. Magazine as one of the fastest-growing private companies in the U.S. for nine years running.We assist mid-sized companies (with revenues of $5M to $250M+) in achieving accelerated growth by providing part-time, experienced marketing and sales executives. These leaders work closely with CEOs as integral members of the executive team, focusing on strategic planning, market insight extraction, and the crafting and execution of disciplined marketing strategies.Our unique business model incorporates a peer review process, enhancing our clients' growth strategies through collective insights from our network of top executives.Chief Outsiders maintains a stellar client Net Promoter Score of 80 and has featured on the INC 5000 list for ten consecutive years. In 2019 the firm was recognized as a Forbes Small Giant. Discover how our strategic expertise can drive your growth at http://www.chiefoutsiders.com/contact-tom-peterson
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Founder / Fractional CmoTrucmo, Llc Feb 2023 - PresentWhen 8-9 figure oganizations want to grow and need executive level marketing leadership that will drive predictable business growth without the unnecessary ramp-up time, painfully long project timelines and large allocation of capital and commitment. TruCMO provides a part time chief marketing officer who aligns with the vision of the CEO, sets and provides clear campaigns, defined KPIs, manages the internal marketing team and vendors to accomplish set objectives - efficiently!Clients: Retro Fitness, Advantage Lifts, Backyard Buddy, Warren Steel Specialties, Innovative Awnings & Screens -
Strategic Business ConsultantWhitelabeled Media Aug 2023 - PresentScottsdale, Az, UsAt Whitelabeled Media, our edge comes from real-world experience. Founded by former Googlers Jarred and Victor, we bring firsthand insights from managing hundreds of accounts. Our journey through various marketing roles has honed our ability to truly scale e-commerce brands. When you partner with us, you're choosing an agency with a proven track record of success and efficiency. We don't just manage the channels below; we immerse ourselves in your business, ensuring personalized, effective strategies. -
Chief Marketing OfficerLazydays Mar 2020 - Feb 2023Tampa, Florida, UsLazydays Holdings, Inc. is a publicly listed company on the Nasdaq stock exchange under the ticker "LAZY." is an iconic brand in the RV industry. Over $1.3 Billion in revenue with 18 dealerships located in Florida; Arizona; Minnesota; Tennessee; Indiana, Illinois, Wisconsin, Colorado, Washington and Texas.Recruited to lead a digital and brand transformational initiatives, capitalizing on optimizing internal / external resources while building a big data / digital first foundation for future growth and scalability. Manage $30MM annual advertising budget. • Designed and implemented a detailed 3 yr “Best in Class” Digital Marketing - Transformation / Virtual Experience Roadmap (SEM, SEO, Display / Programmatic, Email, CTV, CRM Integration - implementation) • More than doubled revenue and grew 5x EBITDA $28MM to $144MM• +78% in same store sales leads, +67% service leads, +68% used inventory leads• CLTV / CAC 8:1• Enhanced MarTech capabilities – WebDev and third-party app integration• +70% increase in website traffic – UX / UI improvements• +60% Share of Voice in same store markets vs competitors -29%• Implemented “First Party Data” dependency - Data Recycling – Real-time Customer Insights, Personalized targeting - +25% more efficient campaigns & budget optimization • Grew from 6 locations to 18 with 4 scheduled to open Q1 2023 -
Chief Marketing OfficerYoufit Gyms Jan 2016 - Feb 2020Deerfield, UsYoufit Health Clubs is a chain of American health clubs. Founded in 2008, Youfit has over 120 locations, $150MM annual revenue across 14 states, predominantly in the South and West. Youfit primarily caters to casual gym-goers, and offers personal training at all locations and group exercise at select locations.• Led a digital transformation: PPC, SEO, Display, CRM, MarTech, BI integration, CAC (Customer Acquisition Cost), CLTV:CAC 8.5/1 ratio measurement enhancement, resulting in a three-year comp of +40% in total membership revenue, +30% in same store membership growth and a 48% reduction in CAC.• More than doubled online revenue from 11% to 30%.• Redefined Youfit’s customer journey mapping, resulting in higher member LTV, average monthly revenue and +20% higher retention.• Implemented cost saving production/paid media initiatives, agency consolidation/elimination resulting in a 35% reduction $2MM in spend. -
Chief Marketing Officer / Executive ConsultantOvation Brands 2014 - 2015Ovation® Brands operated 334 restaurants, $750MM annual revenue in 35 states, comprised of steak-buffet restaurants (Old Country Buffet, HomeTown Buffet, Country Buffet, Ryan’s and a polish casual concept Tahoe Joe's Famous Steakhouse-NRN Next 20 Chains). Recruited to assist in developing & executing a turnaround / reinvention strategy to position company for a sale. Ovation® Brands was sold to a strategic buyer in September 2015. Managed $25MM annual advertising budget. Led a team of four direct reports and six agencies.• Lead the development and deployment of a strategic turnaround resulting in reversing negative sales trend by 15% with a 60% flow-through to EBITDA and positioned company for a sale within the one-year objective. • Implemented a new product pipeline / menu management and promotional planning process that increased productively +20% by reducing “go to market” execution by three months. • Developed and executed a media / digital strategy resulting in +25% in sales, +32% new loyalty subscribes, +36% engagement of core. • Implemented a cost saving media initiative, saving $2MM annually.• Coordinated with CFO on developing a sale forecasting model to gain a better understanding / insights into weekly sales predictability resulting in +/- 5% variance.• Collaborated with executive team in compiling the CIM (Confidential Information Memorandum) for potential P/E investors. Articulated a compelling brand turnaround story resulting in discussions with potential investors.
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Chief Marketing OfficerThe Krystal Company 2012 - 2014Dunwoody, Georgia, UsKrystal franchises 350 locations, $400MM annual revenue and is a subsidiary of Argonne Capital Group LLC.Recruited to join newly formed executive team, identify critical category development opportunities, and lead collaborative initiative to revitalize brand. Directed all facets of marketing and R&D including advertising, marketing communications, calendar planning, promotions, new product development, field marketing, co-op media planning/buying, and digital/social activation and engagement. Managed $17MM annual advertising budget. Led team of four direct reports and four agencies.• Developed and executed brand revitalization project, resulting in +50% EBITDA within eighteen months, positive traffic growth for first time in seven years, and increased consumer value perception +16%.• Developed and deployed a new advertising campaign, “Let’s Krystal,” recognized as one of the region’s largest improvers of ad awareness (YouGov). Generated +6% increase in comp sales.• Revamped the entire digital /social strategy, and successfully surpassed all digital KPIs and goals. Visits to new website increased 45% (30% goal), 82% growth in mobile users (50% goal), 25% expansion on social media (20% goal), and 50% improvement in customer loyalty and engagement (35% goal). • Launched seven new product promotions within one year that generated double-digit comp sales during promotional period. -
Chief Marketing OfficerAaron'S, Inc 2009 - 2012Atlanta, Ga, UsNation’s largest consumer durable goods leasing company 2,000 locations, $2B in revenue.Recruited to restructure the marketing department, In-house agency (Paces East Advertising) set strategic marketing direction, and spearhead revitalization initiatives for optimal brand positioning. Directed all facets of internal and external agency management, advertising, broadcast, B2C / B2B, digital platforms, project management, account service, database direct marketing, sports/entertainment sponsorships, and fulfillment center distribution. Managed $70MM annual advertising budget. Led team of 33 with six direct reports and four agencies. • Created and launched new brand positioning, resulting in +10% revenue growth, 4.8% comp sales, 8.6% comp customer count, increased stock price from $25 to $31, diluted EPS by 16%, and consumer sentiment/awareness scores by 15%.• Restructured Aaron’s in-house advertising agency increasing revenue to $16MM in revenue generating $1.3M in operating profit. +25% growth vs. prior year. • Loyalty / customer engagement (CRM) – Grew database by 50% 800K to 1.2MM, engagement +30% and LTV of engaged customers + 22%. • E-commerce improvement - Grew Aaron’s website traffic 50% leading to online sales conversions by 40%.• Improved media spend efficiency ~20%. • Negotiated and activated two major sport partnerships, IMG College top 30 universities and NASCAR Sprint Cup MWR Mark Martin season sponsorship. -
Senior Director Of Marketing, Regional Marketing LeaderArby'S 1997 - 2009Atlanta, Georgia, UsSecond largest quick-service sandwich chain in the U.S. with more than 3,400 restaurants, $3.2B in revenue.Responsible for 95 DMAs, 314 franchise groups, and 1,785 restaurants generating $1.7B in annual revenue and more than 50% of company operating EBITDA. Directed the development and implementation of marketing and media plans, sponsorships, promotions, and LSM, including television, radio, digital/social media, and print. Managed $65MM annual advertising budget. Led team of five direct reports and eight agencies. • Largest sales and traffic trend change in company history with 12% increase in sales, 10% improvement in traffic.• Added $40MM in systems sales and $5.2MM in EBITDA. • Successfully developed and promoted business case for company’s national media rate increase to franchisees, generating $15MM in incremental national broadcast revenue.• Developed and implemented national print program which delivered $1.4MM in annual cost savings.• Developed and implemented SOX compliant marketing systems.
Tom Peterson Education Details
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Slippery Rock University Of PennsylvaniaConcentration In Marketing And Management -
Uab Collat School Of BusinessRetail Excellence Program
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Fork Union Military Academy
Frequently Asked Questions about Tom Peterson
What company does Tom Peterson work for?
Tom Peterson works for Chief Outsiders
What is Tom Peterson's role at the current company?
Tom Peterson's current role is CMO, CSO dedicated to help mid-market CEOs & Private Equity portfolio companies accelerate profitable growth through proven marketing & sales strategies and execution..
What schools did Tom Peterson attend?
Tom Peterson attended Slippery Rock University Of Pennsylvania, Uab Collat School Of Business, Fork Union Military Academy.
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