Career Defining Marketing Strategy and Execution for Business Growth

 

ENDEAVOR DELIVERY LLC, Lexington, MA                                                                                                        2020 – 2023

Award-winning Amazon Delivery Service Provider

 

OWNER & CEO

Launched business start-up that ramped to more than 80 employees and over $3 million in sales annually.  Established winning culture, implemented effective business processes, mentored employees professionally and personally, and oversaw all operational aspects to achieve significant growth, while navigating the challenges and regulations of COVID.

• Executed all steps necessary for start-up including navigating state and Department of Transportation (DOT) requirements, establishing all operational infrastructure, including financial, HR, Legal and Marketing.

• Managed all vendors, including Amazon, ADP, QuickBooks, Ogletree Legal & Vehicle Leasing to achieve operational excellence.

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TH MARKETING ADVISORY GROUP, Lexington, MA                                                                                     2018 – Present

 

MANAGEMENT CONSULTANT

Provide marketing and leadership guidance to Fortune 500 companies, management consultant practices, investment firms and SMBs.  Advising on marketing strategies, marketing processes, vendor management, media and creative planning and industry trends.

 

KASPERSKY LAB, Woburn, MA                                                                                                                           2017 – 2018

World’s largest privately held cybersecurity software vendor.

 

SENIOR VICE PRESIDENT, MARKETING

Managed partner communications and served as company spokesperson during company’s PR crisis while improving marketing metrics as member of the North America Executive Team. Managed $20M marketing budget, multiple vendors and 24 direct reports in consumer and B2B product marketing, brand marketing, marketing research, demand generation and corporate communications. Teamed with management organization-wide, in each product category and region, to execute strategies aligning with longer term business objectives.

• Navigated marketing team through period of significant change while launching new consumer-targeted digital marketing campaigns in creative and new formats. Maintained highest team morale company-wide and retained nearly the entire team throughout company’s PR crisis.

• Improved ROAS (return on ad spend) for digital marketing more than 30%, up from 10% below target.

• Overhauled Channel Marketing program, leading to award from CRN on quality of the partner program.

• Identified new demand generation partner and drove improvements to the lead nurture programs.

• Maintained steady new partner acquisition levels despite headwinds from government sanctions.

• Modified SPIF program, reducing costs 15%, and realigned events strategy to lower events spend 20%+ while increasing lead quantity 10%.

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VXI CORPORATION (acquired by GN Netcom in 2016), Dover, NH                                                                    2015 – 2017

A $32M B2C and B2B PE-owned manufacturer of headphones and headsets.

 

VICE PRESIDENT, MARKETING

Recruited to bring consistency to branding/packaging and strengthening the product launch process in preparation for company’s sale. Reported to CEO; managed five direct reports, multiple vendors and $4M marketing budget. Directed advertising, product marketing, roadmap and launches, public relations, events, digital marketing, websites, social media, promotions, marketing communications and agency relations. Represented Marketing in Board meetings.

• Helped to position company for profitable exit with a strong gain realized by PE firm and other equity stakeholders.

• Led team on rebranding and packaging effort that resulted in shelf space in Best Buy and a 5%+ sales increase with a positive impact on company valuation during divestiture.

• Assembled a formal product launch team and process, yielding 30% higher revenues relative to prior launches. Launched 10 products and more than doubled press coverage for each launch.

• Grew consumer loyalty program enrollment 50%+ in one year and expanded social media audience (Facebook and Twitter) 30%.

• Analyzed and realigned digital marketing spend, improving ROAS more than 40%.

• Modified SPIF program to cut costs 20%+, while still generating 2% sales increase.

 

COVIDIEN, Mansfield, MA                                                                                                                                    2011 – 2015

A $12B medical device and pharmaceuticals company.

 

DIRECTOR OF CHANNEL MARKETING

Recruited to evaluate feasibility of a Direct-to-Consumer business while managing existing B2B distributor business. Conducted market assessments, prepared and presented business cases/proposals, authored RFPs and selected vendors for projects valued at up to $3.5M.

• Managed team that assessed the emerging Home Care market, validated opportunity, developed strategy, and established a 23-person Home Care department, which generated $7M in six months.

• Prepared compelling proposal that convinced C-suite to test sell products on Amazon; rapidly generated $1M in sales from program expansion. Directly owned Amazon relationship and all aspects of revenue stream, from product selection and pricing to product fulfillment.

• Won approval to overhaul website environment for medical supplies, integrating 30+ sites into a single cohesive ecommerce presence.

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BOSE CORPORATION, Framingham, MA                                                                                                            1996 – 2011

A $3B global developer and manufacturer of premium audio technology. Advanced through four positions.

 

MARKETING MANAGER, ASIA PACIFIC (2009 – 2011)

Selected to join newly created APAC leadership team charged with centralizing management of a $220M/year APAC business across China, Hong Kong, Taiwan, Japan, India, Australia and UAE. Managed four direct reports (product marketing managers, advertising manager, retail operations manager) and 75 indirect. Led marketing strategy and execution around advertising, digital marketing, websites, product launches, product portfolio management, retail operations, events, public relations, and worked with internal ad agency on 100+ creative projects. Planned regional marketing meetings that received 9.5/10 ratings from attendees. Member of Global Advertising Team, Global Web Committee and Corporate Social Media Steering Committee.

• Presided over marketing function driving 40% annual growth to $400M, improved efficiency and brand consistency, and amassed a slew of successful product launches.

• Built strong relationships with GMs, marketing leadership and distributors in each market gaining trust and buy-in for new centralized management model that contributed to the significant annual growth.

• Redefined product launch process and roadmap for 28 products in three years, on time, achieving 10% higher revenue than prior product launches with costs reduced by more than $1M.

• Invigorated sales of Wave radio and QuietComfort headphones, a 300% increase, by opening a direct-to-consumer business in Australia.

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CORPORATE STRATEGY MANAGER (2008 – 2009)

Recruited by Head of Corporate Strategy to shape a consistent and formal strategy development process for use by the company’s 18 major departments. Traveled globally helping departments develop and document their strategy in multiday planning sessions. Played key role on ad hoc strategic initiatives.

• Co-created strategy templates bringing consistency to strategy planning company-wide.

• Orchestrated an internal Global Strategy Forum that led to several new initiatives such as a global web development program. Defined forum agenda and managed logistics and creation of theme and branding for four-day event attended by company’s top 150 leaders. Rated 9/10 by participants.

• Performed detailed analytics instrumental in transitioning two markets from distributor-run to subsidiaries, resulting in higher margins and increased growth by several million dollars.

 

INTERNATIONAL BUSINESS DEVELOPMENT MANAGER (2005 – 2008)

Selected by now-CFO to assess international markets for viability of launching a direct-to-consumer business, replicating success from prior US DTC role. Evaluated multiple markets for viability, laid groundwork for launch, and ensured knowledge transfer for future launches.

• Catalyst for four new DTC businesses launched in Europe, generating $30M+ over three-year tenure.

• Won Vice President’s Award for planning/executing a highly successful Global Direct Marketing Summit.

 

SENIOR PRODUCT MARKETING MANAGER (1996 – 2005)

Joined company’s direct-to-consumer marketing team and managed television advertising business. Managed two direct reports and $50M budget. Scope expanded to conducting in-depth analytics on existing marketing strategies, such as package inserts and direct mail, and making profitable changes.

• Increased revenues 10%+ from TV ads in first year.

• Owned strategy, managed creative development and directed team in the successful launch of noise-cancelling headphones generating tens of millions of dollars in revenues.

• Overhauled nonperforming package insert program, resulting in $50M/year revenue generated within two years. Recognized with President’s Award.

• Steered flawless rollout of private label credit card, creating a multimillion-dollar revenue stream.

• Produced ~$10M from a single direct-mail campaign, the largest and highest revenue-generating program for a new product launch in company’s history.

• Member of team that received President’s Award for creating a Lifetime Value model to measure downstream value of leads by media type, leading to dramatic reallocation of advertising spend.