Experience

Watch Gang

• United States
• Retail Luxury Goods and Jewelry
• 1 - 100 Employee

• SVP, Growth Marketing

  • Feb 2018 - Present

  Portland, Oregon Area - Led the formulation, development, brainstorming, and execution of cutting-edge integrated marketing strategies across diverse channels such as web, social media, television, mobile, events, and strategic alliances. - Engineered a game-changing evolution in consumer behavior, driving a 1500% surge in our member base and doubling gross sales volume. - Forged a digital ecosystem that offered comprehensive cross-channel education, enhancing user value and… Show more - Led the formulation, development, brainstorming, and execution of cutting-edge integrated marketing strategies across diverse channels such as web, social media, television, mobile, events, and strategic alliances. - Engineered a game-changing evolution in consumer behavior, driving a 1500% surge in our member base and doubling gross sales volume. - Forged a digital ecosystem that offered comprehensive cross-channel education, enhancing user value and segmentation, ultimately leading to heightened conversion rates. - Successfully transformed and expanded a gamified store experience into a thriving new business unit (thewheel.com), delivering annual revenues exceeding $15 million, with fresh customer revenue surging by over 300%. - Innovated dynamic sales strategies spanning various touchpoints throughout the customer journey, contributing significantly to 56% of our Gross Revenue. - Effectively launched a strategic partnership with UFC, yielding positive Return on Advertising Spend (ROAS), and receiving recognition from the UFC president as a blueprint for future brand integrations. - Achieved annual cost savings of $400,000 by establishing an in-house SMS management system, thus reducing mobile marketing expenditures. - Oversaw the growth and management of several departments, including Marketing, Engineering, Customer Solutions, Media, Creative, Product, and TheWheel.com operations. Show less



Path Theory

• Marketing Services

• Co-Founder

  • Jul 2012 - Present

  San Francisco A metrics-driven marketing agency specialized in promotion and optimization of websites using data to define the strategic path of an organization. Path Theory is backed by expertise in strategy, marketing, analytics, campaign management and data structure. Path Theory’s services include strategy, design and execution of offline and online marketing campaigns. The approach to creative and media services is based on proven principals and strategies that are driven by a commitment to the direct… Show more A metrics-driven marketing agency specialized in promotion and optimization of websites using data to define the strategic path of an organization. Path Theory is backed by expertise in strategy, marketing, analytics, campaign management and data structure. Path Theory’s services include strategy, design and execution of offline and online marketing campaigns. The approach to creative and media services is based on proven principals and strategies that are driven by a commitment to the direct response discipline of control-based testing and direct channel development. Path Theory helps clients determine the best way to reach their target audience and then develop effective creative campaigns and select the ideal media mix. • Contracted with clients for them to better understand distribution opportunities by producing predictive modeling specific to their business • Developed a unique sales path that resulted in a 20% Upsell take rate increasing the average order value by over 34%. • Created an in-house tracking and testing platform that allows us to manage and test client campaigns at a granular level, as well as house all client creative in an accessible repository. • Assembled a team of world class direct response talent including Designers, copywriters analysts and media buyers. Show less



Cellars Edge

• Co-Founder

  • Aug 2020 - Aug 2021

  Portland, Oregon, United States



AngelRush Ventures KKR

• United States
• Venture Capital and Private Equity Principals

• VP, Analytics and Marketing

  • Jun 2014 - Mar 2018

  San Francisco Bay Area Specialization in analytics, media, growth marketing strategies. Angelrush Ventures is an early stage venture firm dedicated to helping entrepreneurs realize their visions and dreams of building great companies. We are smart, focused, passionate professionals with proven experience, and a sincere commitment to help entrepreneurs build enduring companies. We were founded in 1999 by two entrepreneurs who saw an opportunity to invest alongside the top venture capital firms in Silicon… Show more Specialization in analytics, media, growth marketing strategies. Angelrush Ventures is an early stage venture firm dedicated to helping entrepreneurs realize their visions and dreams of building great companies. We are smart, focused, passionate professionals with proven experience, and a sincere commitment to help entrepreneurs build enduring companies. We were founded in 1999 by two entrepreneurs who saw an opportunity to invest alongside the top venture capital firms in Silicon Valley. Within a couple of years ARV began to initiate its own investments, focusing solely on companies in angel and seed growth stages of the business lifecycle. - Specialized in evaluating new partnership technology specific to operations, analytics and BI. - Developed cross-functional teams that drove acquisition through an array of assets in the digital space. - Developed strategy in the collection of data that could translate across verticals and benefit all ARV partnerships. Show less



Academic Partnerships

• United States
• E-Learning Providers
• 500 - 600 Employee

• Sr. Director of Marketing

  • Jan 2013 - Jun 2014

  Dallas/Fort Worth Area Academic Partnerships partners with tier one universities to bring their academic programs online and reach a global audience. Led a creative development team that designed, managed and optimized branded campaign assets across 120 public university degree programs with an emphasis in Online MBA programs for both domestic and international students. - Developed marketing for the MBA vertical aiding new universities with 100% enrollment into their online initiatives. This would equate to a… Show more Academic Partnerships partners with tier one universities to bring their academic programs online and reach a global audience. Led a creative development team that designed, managed and optimized branded campaign assets across 120 public university degree programs with an emphasis in Online MBA programs for both domestic and international students. - Developed marketing for the MBA vertical aiding new universities with 100% enrollment into their online initiatives. This would equate to a 200% lift to previous enrollment metrics. - Drove a 50% savings to primary acquisition KPIs for Nursing schools throughout the US specific to RN-BSN programs. - Built out internal CMS, analytics and A/B testing solutions allowing for rapid testing across edu verticals. Pioneered a structured and cohesive multi-engagement strategy between initial user engagement through remarketing and email re-engagement campaigns. - Created lead gen engine that was vertical/channel-agnostic. This allowed costs to be distributed across entities while giving AP the ability to farm its own data. This effectively cut lead gen costs by 30% Show less



Iconic Labs

• Director of Marketing

  • Jul 2011 - Dec 2012

  Greater Los Angeles Area Led team focused on data driven analysis and optimization of large scale client content marketing programs leveraging online content, advertising, social media and publishing technologies. Team responsibilities included business strategy, forecasting, establishing client LTCM, pre and post sales strategic analysis, advertising & content optimization, establishment of best practices via testing & learning, predictive modeling, Campaign Management and process production. Client roster:… Show more Led team focused on data driven analysis and optimization of large scale client content marketing programs leveraging online content, advertising, social media and publishing technologies. Team responsibilities included business strategy, forecasting, establishing client LTCM, pre and post sales strategic analysis, advertising & content optimization, establishment of best practices via testing & learning, predictive modeling, Campaign Management and process production. Client roster: RXforBrownSkin.com, OOKISA.com, Ripfire.com and others. • Developed and implemented a new ARPU metric for the business unit. • New offer model showed marked improvement that resulted in a 50% lift to frontend. conversion while also lifting RPV by 40%. • Developed unique acquisition paths for new distribution outlets – SEM Google received conversion lift of 38% and lift to ARPU by 45%. Through this action we saw retention values go up significantly in this channel (back end retention saw a lift of 5-10%).

• Sr. Marketing Manager

  • Mar 2009 - Jun 2011

  Iconic Labs

• Affiliate Manager

  • Apr 2008 - Apr 2009

  Greater Los Angeles Area



Port City Logistics

• Distribution & Account Manager

  • Feb 2007 - Feb 2008

  Savannah, Georgia Area • Handled in-bound/import management, out-bound/export management and invoice development of various clients represented by Port City via the Savannah port system. • Developed and implemented the inventory management and training several accounts. • Accounts Managed: BASF, JCB (a U.K. based construction and agricultural equipment manufacturing company), Cecco Wood, Corrigan Air and Sea, and Smith & Nephew. • Utilized the Traker database as well as the FIFO system managing the… Show more • Handled in-bound/import management, out-bound/export management and invoice development of various clients represented by Port City via the Savannah port system. • Developed and implemented the inventory management and training several accounts. • Accounts Managed: BASF, JCB (a U.K. based construction and agricultural equipment manufacturing company), Cecco Wood, Corrigan Air and Sea, and Smith & Nephew. • Utilized the Traker database as well as the FIFO system managing the aforementioned accounts in an efficient manner while also establishing a personal relationship with clientele. Show less