-CV-
CV stands for Curriculum Vitae, which is a fancy Latin phrase for “Resume.” I took some Latin in college, and that was the end of that. 🙂
My career arc has roughly followed this path: Early on, my goal was to gain experience with many different kinds of businesses. I started at an ecommerce agency which allowed me to work with lots of different brands while learning how agencies function. I moved on to startups after that, and then got some corporate experience for good measure. For the last 5 years or so, I’ve focused on applying the skills and experience I had developed to high-growth leadership opportunities where my energy and expertise can make an impact.
-POSITIONS-
The positions listed here meet the criteria that they were full-time engagements that most contributed to my career path and professional evolution.
VP of Marketing & Brands | 2020 — Present
VP of Marketing & Brands
2020—Present
Leading all marketing, branding, and creative initiatives for a large print-on-demand manufacturing company and its owned B2B and B2C brands. Role purview includes overseeing and executing brand strategy, acquisition channels, retention efforts, content and creative, web development/UX, web analytics, and ops support.
Key Contributions:
- Led brand marketing strategy & execution for 6 owned B2B & B2C brands
- Executed full rebranding & repositioning of top business unit — CustomCat
- Created Bespoke Labs parent brand to unify org mission & nurture high-value partnerships
- Overhauled front end systems, lead generation processes, pricing strategies
- Led & executed go-to-market strategy for DIGISOFT™ print technology brand
↑ YOY Revenue
↑ Profit Margin
↑ YoY Accounts
↑ Retail Accounts YoY
Marketing Director -> CEO | 2018-2020
Marketing Director -> CEO
2018—2020
Recruited as Digital Marketing Director, primarily leading paid media initiatives for portfolio brands. Presented ownership with growth plan for a newly acquired brand, BustedTees, and subsequently promoted to CEO (i.e. head of the business unit), managing operations for the business unit.
Key Contributions:
- 200% YoY revenue growth while improving profit margins.
- Successfully migrated and launched new website with 5000 products.
- Improved customer satisfaction & generated 225 new reviews averaging 4.5 stars
- Improved conversion rate by 37% overall
- Increased email subscribers by 36% & email revenue 250%
- Identified business model optimizations & implemented fixes to dramatically increase profit.
- Mitigated I.P. infringement risk by establishing legal processes & recruiting new artists to platform
↑ YOY Revenue
↑ Conv. %
↑ Email Revenue
Customer Rating
SEM Analyst | 2018-2020
Search Engine Marketing Analyst
2018—2020
Company’s lead SEM resource reporting to the VP of Digital Commerce. Worked across all business units company-wide as well as directly with executive teams, including the CEO, president, and international heads. Tasked with launching and managing multi-million dollar paid advertising programs in-house, including all strategy and tactics. Oversaw deployment of Adobe Marketing Suite of products including programmatic PPC and analytics tools. Developed and oversaw SEO strategy, tactics and performance across all units and products. Instituted CRO program for organic and PPC marketing channels. Managed digital marketing vendor relationships.
Key Contributions:
- Directly responsible for launching & managing PPC program in-house that resulted in 40% YOY improvement in revenues while lowering CPA 13%, accounting for 1/3 of all new direct web business & 25 million in TLV.
- Helped attain #1 organic search ranking for top keyword “classic car insurance,” & other top phrases, resulting in double digit organic lead growth each year.
- Implemented new paid search & organic marketing strategies for Canada & UK business units, resulting in a 25% increase in web business YOY.
↑ YOY Revenue
↓ CPA
↑ Digital Revenue YOY
Marketing Manager | 2014-2015
Marketing Manager
2014—2015
2nd marketing hire at fast paced Detroit Venture Partners portfolio startup tasked with improving organic and paid search performance principally through digital strategy development, content creation, media management, and data analytics. Implemented and managed conversion rate optimization systems and products. Managed development of rich media assets including promotional videos, webinars, testimonials and more.
Key Contributions:
- Oversaw organic search & paid media operations which contributed to triple digit revenue growth YOY
- Developed primary media assets including demo reel & product demos used at Dreamforce & on the web
- Managed & published hundreds of pieces of content in order to grow search traffic & convert leads
Strategist -> Strategy Manager | 2013-2014
Strategist -> Strategy Manager
2013—2014
Developed and implemented marketing and business development strategies for Ecommerce business accounts, with emphasis on SEO, CSE, and affiliate marketing efforts. Promoted to Strategy Manager after 9 months with the task of overseeing the in-house marketing team, deploying personnel assets, mentoring and training new hires and co-workers, developing new products, streamlining internal processes, improving service quality, and aiding in new business acquisition.
Key Contributions:
- Reorganized product offerings to improve quality of service while increasing profitability
- Helped land largest contract in company history to date.
- Worked with complex Ecommerce websites to increase sales & streamline marketing efforts.
-SKILLS-
Just a list of my marketing competencies.
- Performance Marketing
- Branding
- Brand Design & Building
- Brand Messaging & Alignment
- Brand Reclamation
- Strategic Planning
- Competitive Analysis
- Advertising
- Paid Search
- Paid Media
- Paid Social
- Content Creation
- Copy Writing
- Video Creation
- Graphic Design
- Data Analysis
- KPI Development
- SEO
- Earned Media
- SEM
- Content Strategy
- Email Marketing
- Social Media
- Influencer Marketing
- Affiliate Marketing
- Events & Promotions
- PR
- UX Design
- Conversion Funnels
- Conversion Optimization (CRO)
- Lead Generation
- Customer Journey
- Demand Generation
- Business Development
- Sales
- Sales Enablement
- Org Structures
- Team Building
- Internal Processes
- Customer Activation & Retention
- Customer Success
- Communications
Brands By Type
The section below includes many of the brands I’ve worked with in some capacity, organized by business type. So to see ecommerce brands I’ve worked with, click Ecommerce and it will filter for those brands.
Brands by Role
Same idea as above, but this time you can filter for my role. So if you click Strategy, you’ll see brands where my role involved defining and executing the business/marketing strategy.
Life Experience
Experiences from all parts of my life have informed and influenced my thinking when it comes to marketing and business. Below are parts of me, past & present, that have helped me become who I am.
Father
I recently became a father, and as you might imagine, it's been a transformative experience. My sweet little baby daughter Nico, who is 2 now as of writing, has shown me how to see the world with new eyes as I watch her learn about herself and the world around her. It's been a challenging and rewarding experience that deeply influences my thinking and how approach to the work I do.
Musician
I grew up playing a lot of music and played professionally into my mid-twenties. I was fortunate enough to experience playing music around the country, in front of big crowds (and VERY small ones), make recordings, and play with some of my favorite musicians. Music taught my brain how to process complex creative thoughts and form them into tangible expressions. Much of my success in marketing involves very similar ways of thinking, just with different objectives in mind.
Investor
If music represents one side of how my brain works, trading is the other. I got into it not long after I first learned of Bitcoin (in 2014) and its immense potential to reshape our thinking on finance & currency. This interest led me into learning about markets, technical analysis, trading strategies and the like. Trading, charting, and market analysis has helped sharpen my own analytical & decision-making frameworks, which has paid dividends (get it!) in my marketing.
Bartender
My wife, Sarah, and I both worked bartending jobs in our 20s. If you ask her, she'll tell you that everybody should have the experience of working a service industry job because there's no better way to learn empathy & compassion for others.My experience had a similar effect on me. Bartending and waiting tables looks easy, right? I thought so until I tried it, & then struggled HARD. In fact, it was one of my first real failures. and while it helped me learn what I wasn't good at, it also taught me how to treat people with greater compassion and empathy, because man I appreciated it when that's how they treated me.
Athlete
OK I was never a SERIOUS athlete, but athletics has played a big role in my life. For starters, I just love playing games and competing. I play hockey in an adult league & still feel like a little kid every time I get to play. But what I really love is being a part of a team. To me, it's the best of the human experience. When individuals work toward a common goal as a team, there's no telling what can be accomplished. I feel extremely loyal to those on my team, and there's no better feeling than accomplishing the mission together.