Cross Functional Multi-Media Marketing Leadership
DRTV
Radio & Print
Digital
Produced numerous highly successful long form infomercials and short form television commercials for leading health and beauty firms. Comprehensive direct response marketing: DRTV production, digital design, SEO/SEM, radio and print media management.
Digital
Radio & Print
Digital
Developed captivating corporate web sites, landing pages, and banner ad campaigns that generate leads, bring them through the funnel, and deliver optimal SEO/SEM results.
Radio & Print
Radio & Print
Radio & Print
Partnered with leading radio personalities and local publications to establish a local brand personality to further amplify the tv and digital messaging.
Scaling Brands With Strategic Marketing Leadership
Executive Summary
Solution Set
- I scale DTC health and wellness businesses by generating increased revenue and profit while reducing cost per acquisition through strategic, KPI metric-driven, multi-media marketing initiatives.
- I do this through P/L driven, cross functional expertise that embodies full collaboration between all stakeholders in the customer journey, including private equity investors, c-level executives, marketing, finance, operations, media, social, call center and sales.
Experience & Skillsets Overview
Accomplished Chief Marketing Officer / Vice President Marketing with over 15 years of strategic global leadership experience in scaling direct-to-consumer (DTC) brands to achieve household recognition and substantial revenue growth. Proven track record of exceeding revenue goals and increasing valuation multiples through innovative marketing strategies, media optimization, and cross-functional collaboration.
- Demonstrated success in scaling startup / early-stage companies to achieve revenue targets and enhance brand recognition, including Sono Bello, Pryor Health, Weider Nutrition, TrimSpa, Fig Body Shaping, Tae Bo, ThermaClear, and Marketing Architects among others.
- Expertise in developing and executing lead-generating customer acquisition strategies, optimizing media budgets, and fostering strategic partnerships to drive business growth.
- Skilled in building and leading high-performing cross-functional teams in deadline-driven environments, working closely with Marketing Analytics, Finance and Sales, with a focus on achieving business objectives and maximizing ROAS and total ROI.
- Proficient in full funnel marketing channels, including digital marketing, direct response television (DRTV), social media, podcasts, connected TV, and e-commerce, to drive customer engagement and increase market share.
- Extensive experience working with private equity and venture capital firms as well as founders, CEO’s, CFO’s, CMO’s and COO’s scaling start-up and early-stage brands poised for profitable exit, IPO, merger and/or acquisition.
Work Experience
Fractional Chief Marketing Officer:
From Concept To Sales
Sept. 2023 - Present
· Provide strategic marketing leadership and support to early-stage companies, private equity-backed investments, and venture capital firms to achieve growth objectives and maximize ROI.
· Develop and execute comprehensive business and media plans, including brand messaging, creative development, media metrics, and budget management, to drive customer acquisition and revenue growth.
· Optimize media mix efficiency through transparent and reliable multi-media tracking platforms, managing campaigns through KPI analytics and A/B testing initiatives.
· Collaborate with cross-functional teams and external agencies to refine brand voice, improve website UI/UX, and develop impactful testimonial and social media campaigns to enhance brand visibility and consumer engagement.
Vice President Marketing - Contract:
Pryor Health
Jan 2023 - Sept. 2023
· Managed all marketing functions for Pryor Health, a leading provider of plastic surgery and aesthetics medicine, overseeing SEO/SEM initiatives and D2C marketing campaigns to optimize lead acquisition and patient conversion.
· Implemented strategic initiatives to scale the business, including brand integration, website redesign, and media optimization, resulting in improved ROI and valuation multiples.
· Led cross-functional teams and external agency partners to execute comprehensive marketing plans, achieving business growth and market expansion objectives.
Marketing Specialist, RCM SaaS:
LigoLab
Sept. 2020 - Sept. 2023
· Developed and managed comprehensive B2B marketing plans for a leading laboratory AI software platform, driving brand awareness, lead generation, and sales conversion.
· Collaborated with senior management on brand positioning, website development, and strategic partner affiliations to position the company for exponential long-term growth.
· Produced webinars, white papers, and trade-focused messaging to increase market penetration and drive revenue growth in the healthcare industry.
Fractional Chief Marketing Officer:
From Concept To Sales
Sept. 2017 - Sept. 2020
· Mapped go-to-market and multimedia strategies for three private equity firms employing due diligence analytics, determining acquisition potential for short and long term Return On Investment (ROI), including Bain, Off Road, Vesey Street Partners.
· Served as health and wellness industry expert for marketing strategy & business development research firms, including Gerson Lehrman Group (GLG), and Thirdbridge.
· Delivered incremental ROI affording omnichannel marketing expertise to start-and early-stage venture capital and private equity backed clients and investors to scale companies.
· Optimized brand positioning, storytelling and multimedia customer acquisition providing competitive landscape, consumer insight, digital and television media creative, and multimedia budgeting, financial forecasts and ROI.
· Drove growth deliverables and objectives collaborating with investor community stakeholders/senior management formulating marketing plans, media budget allocation, identifying internal teams and external agency partner hires.
· Served as Designated Subject Matter Expert (SME) to PE firms soliciting fact-driven marketing and media initiatives as well as historical data to bolster broader industry trend assumptions, providing business viability roadmaps.
Vice President Marketing:
Sono Bello
April 2013 - May 2017
· Increased national brand awareness, leads, and ROI through digital/video and DRTV creative production, cultivating agency partnerships, multi-media planning, analytics, financial roadmaps, and team management scaling early-stage cosmetic medical procedure provider.
· Galvanized annual revenue by 144%/$64M to $200M+ reducing advertising percent of sales 3% points, increasing MER 15% with rebrand of company and improved data-driven media allocation.
· Successfully developed and implemented cross-platform marketing programs accelerating organic leads by 35%, reducing cost per acquisition 20%, improving waterfall conversion metrics 5%.
· Helmed $36M marketing budgets inclusive of media planning and placement, media analytics and cross-medium allocation for DRTV, radio, and digital SEO/SEM, managing external media agency teams.
· Effectively directed creative production, inclusive of digital (corporate and landings) DRTV long and short form, radio and print.
Fractional Chief Marketing Officer:
Weider Global Nutrition
Dec. 2011- April 2013
Resuscitated under-performing domestic and international brands, creating brands targeting Cross Fit and general health/ wellness with recruitment by Weider Global Nutrition to serve as Interim CMO.
· Generated $10M+ in sales from the newly created Cross Fit brand within a one year span, increasing brand sales 20% annually.
· Reduced cost per acquisition by 15% and increased ROI by 18%.
· Led recruitment and management of agency partners, developing an e-commerce web site, CRM system, media analytic tools, and multimedia advertising campaigns.
Vice President Marketing - Contract:
Marketing Architects
Jan. 2011- Dec. 2011
Led the creation of new joint venture product division for leading DTC media firm developing and marketing consumer products, including The HurryCane, LifeBack, and Stuffies, utilizing parent company media and call center infrastructure for advertising.
· Generated $8M in revenue with a 4.5 Marketing Efficiency Ratio (MER) providing profitable proof of concept for the newly formed incubator model becoming part of the parent company DNA, further improving client acquisition and profit.
· Optimized through effective management of product development, creative branding, legal substantiation, product configuration, pricing, offer, P&L, and all media including DRTV, digital, radio and direct mail.
· Credited with production of impactful DRTV, videos, web design, collateral, and multiple targeted email drip campaigns.
Fractional Chief Marketing Officer:
Youthful Beauty Skincare
Jan. 2009 - Jan. 2011
Created beauty skin care line, “Youthful Beauty” for “Cient Labs” DTC product development company marketing direct to consumers through parent media structure, providing proof of concept, leading to brand’s profitable exit sale to major skin care brand.
· Authored concise business plans, forecasts, product formulation, packaging, FDA/FTC compliance, marketing support and operational fulfillment logistics for new anti-aging HBA skincare product line.
· Facilitated financing generating an integrated plan for direct-to-consumer sales including an e-commerce site, DRTV, radio, and print, additionally acting in the capacity of influencer in investor presentations.
· Enabled a profitable sale of the brand to a major skincare company for $15M while retaining certain revenue-generating licenses.
Chief Marketing Officer:
Therative (ThermaClear Acne Clearing Device)
Jan 2007 - Jan. 2009
· Hired by Bessemer Venture Capital backed firm to increase profit of under performing investment of medical device brand for short-term profitable exit strategy.
· Succeeded in re-positioning product and driving increased quality leads through the production of new long-form infomercials and short-form DRTV, call center scripting, outbound DVDs, SEO/SEM, direct mail, and email/video, club programs.
· Increased ROI 50% and turned around under performing product through new multi-platform direct marketing campaign with $60K/week budget, enabling subsequent successful corporate and IP sale to Philips Personal Care.
· Transitioned from a negative EBITDA of ($11M) to +$6M in under two years, positioning the company for a profitable $28M sale to competitor brand Philips.
Prior Work Experience
Chief Marketing Officer: Fig Body Shaping Centers
- Increased sales and customer LTV by transitioning Bessemer Venture Capital backed company’s business model from one-time medical procedure to multi-product, multi-service continuous purchase model.
- Improved sales and profit through new DRTV long and short form, new media agency and management, improved SEO/SEM initiatives and analytics, and call center scripting, which collectively increased appointment conversion 300%, MER 240% and total ROI 25%.
Chief Marketing Officer: TrimSpa
- Increased sales by $20M through new creative and managing $75M national retail accounts (Wal-Mart, Costco, Walgreens, CVS, Rite Aid, GNC) including managing a sales force and directly interfacing with buyers on new product development,planogram presence, pricing, promotions, retail & consumer marketing, operations and P&L functions.
Chief Marketing Officer: GoodTimes Entertainment
- Set the course for achieving financial and ROI targets for Quadrangle Group private equity backed firm by planning and executing business plans focusing on product development, brand extensions, direct-to-consumer marketing, and retail sales.
- Planned and completed multiple successful long form and short form DRTV programs and web marketing campaigns.
- Delivered strong and sustainable sales results for popular brands including Billy Blanks Tae Bo, The FIRM, GT Express, Leslie Sansone, Yoga Live, and Dr. Adrienne Denese.
- Captured new revenue by developing complementary products including exercise and HBA products.
Vice President Marketing: Weider Nutrition
- Revitalized company with strategic repositioning and brand development broadening consumer base.
- Achieved high visibility for company products through product development and memorable marketing tactics.
- Succeeded in launching 50 new nutritional products by partnering with R&D, Product Development, and other teams to research and uncover untapped market opportunities.
- Strengthened consumer awareness and confidence of brands including Weider, ABB, Body Shaper, PrimeTime, ThermoBurn, The Zone, and A4M, using DRTV, TV, Direct Mail, web, and print advertising.
- Played major role in tripling company revenues from $80M to $250M over 10 years.
- Cultivated excellent relationships with merchandisers including Wal-Mart, Costco, Walgreens, GNC, QVC, and HSN.
Education
MBA Thunderbird School of Global Management
BA Boston College