Executive Vice President, Chief Marketing Officer & Corporate Officer
Led all marketing and served as 1 of 3 Corporate Officers for $400MM annual revenue public company, including sales in direct response, e-commerce and shopping channels. Oversaw full P&L with over $110MM marketing budget and 65+ team including internal media, creative, product management, acquisition/promotion, e-commerce and PR/celebrity. Also, led 310 seat (seasonal) sales and customer care call center.
- Stabilized 4-year decline with launch of first new program in 4 years behind campaign with 2 new celebrities. First 6 mos. revenue up +7.3% YOY; 2012 revenue flat (-1%) vs. -21% previous year.
- Installed allowable-based, channel agnostic media strategy resulting in 2 consecutive years with peak January Diet Season Customer Acquisition Cost (CAC) improvements of 17% and 12%.
- Developed aggressive 14 TV spot/2 offer Diet Season '13 campaign across 3 creative streams with single, new brand positioning, strengthened claims and consistent online experiences.
- Led restructure of core product offering around "Good/Better/Best" up-sell chain yielding increases of +21% gross margin and +4% avg. selling price in Diet Season 2013, despite soft economy.
- Re-engineered e-commerce experience through shorter, simpler sales funnel that improved product information organization. Generated +0.3 pts. conversion lift in A/B testing and diet season direct domain (apples-to-apples traffic) conversion up +0.9 pts. YOY
- Conceived and launched successful 40th Anniversary Event in Feb. 2012 that generated the company's best February in 4 years and the first with more FTO's than January (+8%).
- Led introduction of intelligent call routing in Call Center and new compensation program that aligned commissions with revenue per customer. FY 2012 conversion up +15%, RPC +3% YOY.
- Introduced new cross-sell products and drove e-commerce/Call Center focus on opportunity, yielding over $14MM in 2012 revenue additional to core programs.
- Introduced new member community site that opened content to SEO, increasing this traffic +20% and pushing negative reputation content lower in natural search.