Experience

Hubble Contacts

• United States
• Manufacturing
• 1 - 100 Employee

• Chief Marketing Officer

  • Jan 2022 - Present

  Recruited to lead all domestic and international marketing and customer experience efforts for entire Vision Path, Inc. enterprise and all its brands (Hubble Contacts, Contacts Cart). Manage 100-person worldwide team across multiple eCommerce brands. Special focus on customer strategy, revenue growth, retention, call center operations, business policy improvement, customer experience, and P&L optimization. Key Contributions: Rebuilt entire performance marketing program, including investment approach, creative strategy and analytic measurement. This work resulted in achieving the highest company acquisition volume in two years, a 50% decrease in acquisition cost and a 70% improvement in investment payback period (marketing ROI for subscription businesses). Developed and launched strategic portfolio of customer-focused business programs and operational policies designed to reverse declining customer satisfaction trend. Within nine months, these efforts resulted in a 60% increase in Hubble’s NPS and a 2X increase in Contact Cart’s NPS. Created a best-in-class organization and culture by emphasizing strong focus on hiring exceptional talent, fostering a strong team culture, and building pathways for employee career growth and development. Show less



School of Rock

• United States
• Musicians
• 700 & Above Employee

• Chief Marketing Officer

  • Feb 2019 - Jan 2022

  Promoted to be first C-level marketing executive in company history. In addition to leading all domestic and international marketing efforts (both consumer and B2B), scope of responsibility increased to include management and P&L ownership of School of Rock's entire retail and gear line of business. Responsible for all operations, supply chain, logistics, staffing, and marketing for School of Rock's retail line of business. Reported directly to CEO.Key Contributions:Rebuilt the Company's entire retail program (a D2C program that sells musical instruments and gear to customers). Constructed a new distribution network, built a new online fulfillment system, negotiated new vendor partnership agreements with world-famous brands, expanded the product assortment by 10X, and created a disruptive marketing campaign to promote the program. This work resulted in a 7X sales increase within six months after launch. The program continues to grow rapidly.Built and launched best-in-class CRM system across five countries, resulting in a 30% increase in customer conversion and 10% increase in customer retention.Launched two most successful ad campaigns in company history, resulting in 35% increase in comparable unit demand.Developed “game-changing” partnerships with 21st Century Fox, Atlantic Records, Berklee College of Music and other industry influencers to expand School of Rock’s reach among our target customers. These partnerships resulted in billions of earned media impressions and Forbes Magazine ranking School of Rock as the second-best franchise company in the world. Show less

• Senior Vice President, Marketing

  • Apr 2015 - Jan 2019

  Recruited to lead all B2B and B2C marketing efforts domestically and internationally. Solely accountable for leading development of the Company’s consumer global marketing strategy in support of its 280+ locations worldwide. Additionally, fully responsible for all franchise development marketing strategies and B2B marketing. Reported directly to the CEO.Key Contributions: Redesigned the Brand’s positioning and value proposition, resulting in a holistic and integrated strategic brand platform. Brand rollout resulted in a 30% YoY increase in customer demand across the world and a 1,000 bp increase in brand consideration after just six months, which catapulted the Company into the top position within the music education category.Built best-in-class in-house marketing analytics capabilities. This analytics expertise has led to 1) achieving the best marketing ROI in the history of the Company and 2) development of leading-edge marketing strategy programs that have driven stepwise customer growth.Developed a new comprehensive consumer digital marketing strategy, composed of various CRM, paid and social activities. This go-to-market approach generated a 50% YoY increase in digital demand and a 30% YoY increase in enrollment.Completely rebuilt the B2B franchise development marketing strategy. Composed of new CRM, digital and creative strategies, this initiative resulted in growing location footprint by 70% (over 100 units). Designed, developed and launched best-in-industry consumer website, resulting in 40% increase in organic traffic, over 40% increase in conversion rate and over $10M in incremental revenue over the first year.Built the best-in-class marketing organization and culture that will drive the Company’s future marketing success for years to come. Continual strong focus on hiring exceptional talent, fostering a strong team culture, and building pathways for employee career growth and development. Show less



The Guitar Center Company

• United States
• Retail
• 700 & Above Employee

• Director, Strategy and CRM

  • Feb 2015 - Apr 2015

  Scope of responsibility increased again, and tasked with running all eCommerce strategy and CRM teams for the Company’s multiple online properties. Was solely responsible for vision, strategy, execution and results for GuitarCenter.com, MusiciansFriend.com, and Music123.com.Key Contributions:Developed and launched Musician’s Friend Backstage Pass, an all new loyalty program designed to re- engage attrited high-value Musician’s Friend customers. This program has generated tens of millions of dollars in revenue and has become a core line of business for the Company. Show less

• Director, Strategic Marketing Initiatives

  • Nov 2013 - Jan 2015

  Scope of responsibility increased to include all strategic marketing initiatives. Directly accountable for leading development and implementation of all top-priority customer strategies for the Musician’s Friend brand. These include video production, content creation, email/CRM, cross-category major merchandising promotions and other major customer acquisition and retention programs. Reported directly to President.Key Contributions:Reengineered CRM strategy, utilizing advanced segmentation, targeting, testing and other tactics to increase acquisition, build stronger customer relationships and grow the business. These strategies resulted in over $20M incremental revenue.Developed video content program from the ground up, including hiring team, building multiple production studios and creating strategic approach for all video content. This program has resulted in launching video content for over 10K products on MusiciansFriend.com, a 35% online conversion rate improvement, and over $10M incremental revenue.Redesigned the way product content is displayed to customers, with the goal of improving shoppability and increasing conversion rates site-wide. This work resulted in launching hundreds of custom pages, video guides, product findability tools and other educational content to improve the shopping experience. Over $6M incremental revenue was driven by these efforts.Rated as one of the Company’s top performers, scoring in top 2% of employees. Show less

• Director, Merchandising, Direct Businesses

  • May 2012 - Nov 2013

  Recruited to join Guitar Center and tasked to reinvent the Musician's Friend brand (the largest musical instruments eCommerce business in the country) merchandising strategy for all "hi-tech" product categories (representing over half of the total categories in the entire Musician's Friend business). Responsible for developing and executing the marketing and merchandising strategy for over 10,000 SKUs across multiple Guitar Center eCommerce brands. Reported directly to the Vice President.Key Contributions:Developed and launched new category strategy composed of CRM programs, educational product content initiatives, revised promotional approaches and other merchandising and marketing tactics. These initiatives resulted in a 70 percentage point positive comp-sales swing across all hi-tech product categories and reversed a three-year declining sales trend. Show less



Sears

• United States
• Retail
• 700 & Above Employee

• Director (General Manager), Financial Services

  • Jun 2011 - May 2012

  Tasked to lead one of the highest-profile and most financially important company initiatives—creating new in-store service categories to drive incremental store traffic and build impactful customer relationships. This work resulted in the development and launch of over 1,000 Kmart MoneyHubTM locations, an in-store financial center offering customers a variety of alternative financial services. This initiative resulted in over $10 million operating income the first year. Drove all aspects of product and service development strategy for this initiative, including P&L management, financial analyses, marketing activation, brand positioning, go-to-market approach and operations/logistics planning. Recognized as a fast-rising "star" leader within the company. Reported directly to the Vice President. Show less

• Marketing Manager, Home Appliances

  • May 2010 - Jun 2011

  Promoted from Home Services group to develop brand positioning strategy, customer value proposition and go-to-market approach for multi-billion-dollar home appliance business. This work directly generated over $100 million sales and reversed two-year sales decline. Drove all aspects of high-impact business initiative launches, including consumer research, financial analyses, and gaining alignment with senior leadership.

• Senior Marketing Analyst, Home Services

  • Jul 2008 - Apr 2010

  Recruited to join Sears as part of its Leadership Development Program, a program that targeted high-potential candidates with the goal of internally growing the Company’s future leaders. Led cross-functional teams to develop and launch high-profile new business initiatives and communication strategies. Developed business financial proformas and go-to-market approaches, and “sold” business models to corporate leadership. Combined, this work resulted in over $10 million in incremental revenue.



University of Illinois Urbana-Champaign

• United States
• Higher Education
• 700 & Above Employee

• Research Assistant, Behavioral Marketing Laboratory

  • Sep 2007 - May 2008

  Only student in business school class awarded research assistantship. Examined creative biases resulting from sensory information differences, specific to new product development process. Only student in business school class awarded research assistantship. Examined creative biases resulting from sensory information differences, specific to new product development process.



Walgreens

• United States
• Retail
• 700 & Above Employee

• Internship, Merchandising Strategy and Development, Analytics Team

  • May 2007 - Aug 2007

  Recruited to work in high-profile marketing strategy group with goal of developing launch approach for alternative small-store formats. Assumed responsibility in developing an analytic model and strategic framework to reshape product assortment. Recruited to work in high-profile marketing strategy group with goal of developing launch approach for alternative small-store formats. Assumed responsibility in developing an analytic model and strategic framework to reshape product assortment.