Experience

Hoonigan Industries

• United States
• Automotive
• 1 - 100 Employee

• Senior Vice President Ecommerce

  • Apr 2023 - Present

  Atlanta, Georgia, United States In addition to leading Driven Lighting Group, I lead all eCommerce businesses, marketplaces, and customer sales and service for Hoonigan Industries (formerly WheelPros Companies), backed by Clear Lake Capital private equity. Companies include: 4wheelparts.com; Throtl.com; etc. Member of Hoonigan Executive Team.



Driven Lighting Group

• United States
• Motor Vehicle Manufacturing
• 1 - 100 Employee

• President

  • 2022 - Present

  Atlanta, Georgia, United States Lead all manufacturing, operations, finance, marketing, wholesale, customer service, ecommerce, merchandising, etc. of DLG products and brands. DLG brands include: Morimoto, The Retrofit Source, Headlight Revolution, Xenon Depot, GTR Lighting, etc. DLG is a part of Hoonigan Industries and backed by Clearlake Capital Group.



Morris4x4Center.com

• United States
• Motor Vehicle Manufacturing
• 1 - 100 Employee

• CEO

  • 2018 - 2021

  Atlanta, GA As CEO of Bestop Morris, LLC - a private equity owned company, led the turn around and eventual sale of Morris 4x4 Center (www.morris4x4center.com) - a 25+ year-old international ecommerce retailer/wholesaler. Led all operations, finance, technology, merchandising, sales, marketing, customer service, etc. Increased traffic, conversion and revenue. Increased revenue through digital marketing by 30% while improving return on ad spend (ROAS) by 4x. Identified the root causes of unprofitablility… Show more As CEO of Bestop Morris, LLC - a private equity owned company, led the turn around and eventual sale of Morris 4x4 Center (www.morris4x4center.com) - a 25+ year-old international ecommerce retailer/wholesaler. Led all operations, finance, technology, merchandising, sales, marketing, customer service, etc. Increased traffic, conversion and revenue. Increased revenue through digital marketing by 30% while improving return on ad spend (ROAS) by 4x. Identified the root causes of unprofitablility and created plans to return to profitability. Improved customer service and operational metrics by over 5x thus improving customer retention. Improved EBITDA by 40%. Show less



Carhartt

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• Vice President Global Ecommerce

  • 2015 - 2017

  Dearborn, Michigan Led Global Ecommerce and performance marketing and media for Carhartt (focused on direct-to-consumer) – including P&L, technology, operations, merchandising and marketing for Ecommerce (www.carhartt.com). Developed and implemented strategies for omni-channel, small business, loyalty and global expansion. Increased revenue by over 40% and more than doubled EBITDA.



Decluttr

• United States
• Consumer Services
• 1 - 100 Employee

• President

  • 2012 - 2015

  Atlanta, Georgia Responsible for the turn to profitability, launch and ongoing operations of Entertainment Magpie, Inc. A private equity backed consumer re-commerce company dba Decluttr (www.decluttr.com) and Nomis Media (www.nomismedia.com - wholesale division). Turned around company and grew revenue by 6x, decreased costs and improved operating efficiencies to achieve ongoing positive EBITDA within first year. Grew revenue of Nomis to run rate of $2 million within first 6 months of launch.



McCann Worldgroup

• Advertising Services
• 700 & Above Employee

• SVP, Digital Marketing & Advertising

  • 2008 - 2011

  Atlanta, Georgia -Led development of digital practice and integration into strategic/brand planning, traditional media, creative and public relations for global advertising agency. -Led digital marketing strategy, media, planning, measurement and analytics for all clients including: Intercontinental Hotel Group, Aflac, Coca-Cola, Durex, Pergo, Time Warner Cable, Cryovac, Black & Decker, Amway, Dow, TVA, Navy Federal Credit Union, Quikrete, Racetrac, etc. -Increased digital revenue by over 4x.



National General

• United States
• Insurance
• 700 & Above Employee

• Vice President of Consumer Marketing

  • 2006 - 2008

  Atlanta, Georgia -Led all marketing activities related to launching GMAC Insurance into the mass consumer market (broad market). -Responsible for all brand development and implementation across the organization. -Led all consumer marketing, advertising, sports marketing, public relations and media relations. -Led strategy and implementation of Ecommerce and digital marketing which increased revenue by over 20%.



The Home Depot

• United States
• Retail
• 700 & Above Employee

• Director Emerging Brands, Paces Trading Company

  • 2003 - 2006

  Atlanta, Georgia -Led the development and launch of new direct-to-consumer high-end lighting company. -Managed the business’ profits and losses. -Responsible for development and management of all catalog, marketing, sales, operations and merchandising strategies and implementations. -Grew average gross profit margin to 66%, and positioned company for profitability within 13 months from launch. -Led and managed all online marketing, portal marketing, affiliate program, email marketing, search engine… Show more -Led the development and launch of new direct-to-consumer high-end lighting company. -Managed the business’ profits and losses. -Responsible for development and management of all catalog, marketing, sales, operations and merchandising strategies and implementations. -Grew average gross profit margin to 66%, and positioned company for profitability within 13 months from launch. -Led and managed all online marketing, portal marketing, affiliate program, email marketing, search engine marketing, interactive planning and integrated marketing for homedepot.com. -Increased marketing channel revenue 33% above annual plan and 386% above 2004. -Changed online strategy and placements to bring online marketing channels ROI positive for the first time for homedepot.com. -Developed and led planning process to integrate campaigns and promotions for store and interactive marketing for the first time for The Home Depot. Show less



Wine.com

• United States
• Beverage Manufacturing
• 100 - 200 Employee

• Chief Marketing Officer

  • 2000 - 2003

  Portland, OR/San Francisco, CA -Developed and managed all marketing, eCommerce, public relations, advertising, customer information and segmentation, customer service, event sponsorships, Internet content and merchandising and corporate sales activities. -Guided successful acquisition and integration of Wine.com, Inc. -Increased sales 4x from 2000 to 2001, and over 10x from 1999 to 2000. -Decreased customer acquisition costs from $4000 per customer in 1999/early 2000 to $150/customer by late 2000, to $34 Q1 and Q2… Show more -Developed and managed all marketing, eCommerce, public relations, advertising, customer information and segmentation, customer service, event sponsorships, Internet content and merchandising and corporate sales activities. -Guided successful acquisition and integration of Wine.com, Inc. -Increased sales 4x from 2000 to 2001, and over 10x from 1999 to 2000. -Decreased customer acquisition costs from $4000 per customer in 1999/early 2000 to $150/customer by late 2000, to $34 Q1 and Q2 2001, to $25 in Q3 and Q4 2001. -Increased customer/registrant base to over 600,000 from 15,000. -Built and managed profitable new products/relationships including: wine accessories, wine cellars, wine clubs, personalized bottles, gourmet foods from Dean and DeLuca and Harry and David. -Named Top 25 Internet Retail Site of 2001 by Internet Retailer magazine. -Named best 2000 Internet site by InStyle, The New York Times, Internet Retailer and Yahoo. Show less



Fry's Electronics

• Retail
• 1 - 100 Employee

• Director of Marketing

  • 1999 - 2000

  Kent, Connecticut -Outpost.com (Cyberian Outpost) was second ecommerce company in US after Amazon.com -Outpost.com was acquired by Fry's Electronics as eCommerce channel in 2001. -Involved in strategic planning and implementation as member of senior management team. -Developed and managed all CRM and direct marketing including: emails, direct mail, in-box promos; all aspects of customer information including: data mining, marketing research, customer segmentation and marketing campaign tracking and… Show more -Outpost.com (Cyberian Outpost) was second ecommerce company in US after Amazon.com -Outpost.com was acquired by Fry's Electronics as eCommerce channel in 2001. -Involved in strategic planning and implementation as member of senior management team. -Developed and managed all CRM and direct marketing including: emails, direct mail, in-box promos; all aspects of customer information including: data mining, marketing research, customer segmentation and marketing campaign tracking and analysis. -Managed all customer acquisition, retention and loyalty programs. -Increased revenues from $90 million to $180 million. -Decreased customer acquisition costs from $300 to $39 per customer. -Increased customer retention by 40%. -Increased customers from 700,000 to over 1 million. -Managed 10 employees and $5 million budget. Show less



Wells Fargo

• United States
• Financial Services
• 700 & Above Employee

• Vice President, Director of CRM

  • 1988 - 1999

  Charlotte, North Carolina -First Union acquired Wachovia and was then was acquired by Wells Fargo. -Managed corporate service brand development, strategy, implementation and measurement. -Developed and managed corporate retention strategies, which impacted over 10 million customer households. -Created corporate system and process for tracking customer problems and performing consistent service recovery that resulted in retaining more than $20 million per year. -Led Corporate Quality Council – members… Show more -First Union acquired Wachovia and was then was acquired by Wells Fargo. -Managed corporate service brand development, strategy, implementation and measurement. -Developed and managed corporate retention strategies, which impacted over 10 million customer households. -Created corporate system and process for tracking customer problems and performing consistent service recovery that resulted in retaining more than $20 million per year. -Led Corporate Quality Council – members included First Union President and 14 senior executives. -Led quality assessment process directly tied to 25% of senior executives’ compensation. -Led customer service quality for the corporation, which increased 10% from 1997 to 1999. -Developed and managed marketing research including pricing, service, product and channels. -Assisted in development of new channels including: online banking, telemarketing, ATMs, etc. -Played key strategic roles in the reengineering of the commercial and consumer banks. -Developed first corporate customer and employee satisfaction research programs based on Balanced Scorecard. Show less