Rence Winetrout
(858) 603-8911 rencewinetrout@gmail.com linkedin.com/in/winetrout winetrout.com/portfolio
Dynamic Fortune 50 and start-up executive with strong operating, commercial, product development and digital transformation experience. Passionate about leading businesses into the digital age. Ran multi-billion P&Ls and led global transformations across multiple sectors (CPG, Retail, Mfg., Distribution, Telco, FinTech). Customer-obsessed ex-adidas, ex-Apple, building first class teams and fast-paced cultures. Expert in the DTC, B2C, B2B spheres. Purpose driven leader.
AREAS OF EXPERTISE
- B2C, DTC & B2B eCommerce
- P&L Management >$36B
- Strategic & Visionary Leader
- Growth & Profitability Focused
- Performance Marketing
- Customer Loyalty & Retention
- Data-Driven Personalization
- CX and UX Design
- Analytics & Data-Driven Decisioning
- Technology Ecosystem Design
- Machine Learning & AI
- People & Teams Development
RECENT ACCOMPLISHMENTS
- Drove online sales from $17B to $36B through CX enhancements that improved conversions and order values. (Sysco)
- Actualized $40M in year-over-year (YoY) incremental retail sales through machine learning (ML) optimized, audience-targeted campaigns. (Molson Coors)
- Generated $30M YoY boost in incremental eCommerce B2B sales, up from $250M in previous year. (Molson Coors)
- Reaped $30M YoY incremental return-on-investment (ROI), lowering customer acquisition costs (CAC) by 20% on $150M in digital advertising. (Molson Coors)
CAREER EXPERIENCE
Graco Roberts (September 2024 – Present)
Chief Digital Officer
Leading digital growth for Graco Robert’s portfolio of companies: www.skygeek.com, www.gracoroberts.com, and www.silmid.com.
Sysco (2021 – 2024)
Global Vice President – eCommerce & Digital Growth
Leading digital transformation of Sysco’s $36B/year eCommerce marketplace channel which acts as our DTC channel. Sysco is a Fortune 50 company with ~$80B in revenue and the largest food distributor in the US. Developed industry leading digital solutions, recruited and built world-class teams, drove significant top-line growth while reducing operational costs. Responsible for online sales and profitability, digital customer journey, user experience and personalization, assortment and fulfillment optimization, online marketing optimization, online NPS, language translation and localization, technology selection, and much more.
- eCommerce sales grew from $17B to $24B in my first year with Sysco, and to $36B in my second year, as the fastest growing revenue channel.
- Lead commercial digital GTM across digital touchpoints, transforming Sysco’s omni-channel digital experience, dramatically improving customer engagement and helping drive a 4% YOY conversion rate improvement and a 7% share-of-wallet gain, equivalent to ~$1B in incremental top-line sales.
- Orchestrated cross-functional teams to implement innovative technologies, such as AI-driven personalization and predictive analytics, to deliver tailored shopping experiences and increase conversion rates.
Molson Coors (2018 – 2020)
Global Vice President – eCommerce, Digital Marketing & Advanced Analytics
Transformed core brands by defining digital marketing strategy and eCommerce vision, while leading a global team of digital professionals across strategy, product and day-to-day operations. Drove incremental in-store sales and market share (online/retail), leveraging the latest ecommerce and DTC marketing technologies, digital platforms, data-driven marketing techniques, and consumer insights. As a member of the Executive Global Leadership Team (GLT), and Chairman of the Global Digital Board, overhauled the GTM strategy for omni-channel data-driven marketing, DTC eCommerce, B2B2C digital shelf and B2B programs, across the US, Canada, Europe and Asia.
- Realized $40M+ in incremental top-line growth by collating crucial, data-driven, machine learning based insights utilized to increase DTC marketing effectiveness via audience and location targeted ad campaigns.
- Captured $30M+ in incremental top-line growth delivering B2B/Marketplace and digital sales force automation (SFA) programs. Secured major B2B wins with customers, raising sales from online accounts +10% and lifting net promoter scores (NPSs) and total accounts payable (TAP) within a single year.
- Optimized business-to-business-to-consumer (B2B2C) digital shelf experiences, advancing online category leadership of core brands with major retail partners (Walmart, Kroger, Walgreens).
AAXIS Digital (2012 – 2018)
Chief Marketing Officer & Chief Digital Officer
Advised C-level executives and senior digital stakeholders, from B2C/B2B organizations in the US, Latin America and Asia, on how to drive top-line growth through digital transformation. Led clients through GTM strategies, competitor assessments, KPI definition, organizational design, skills and technology gap assessments, digital ecosystem design and technology selection. Led AAXIS’ digital agency, providing clients with world-class expertise in DTC marketing, SEO, conversion rate optimization, UX design, information architecture, customer personas and journey mapping, personalization, marketing automation, data strategy, DMP’s and CDP’s, A/B testing, analytics and insights.
- Bolstered clients’ online sales growth from 5% to 50% of total sales, leading to higher margins, increased market share/share of wallet, and customer acquisition/retention rates. Key clients included Nike, JCrew, KEEN, Walmart, Time Warner Cable, Toshiba, Ferguson Enterprises, Freeman, Beacon Roofing, Donaldson, Affymetrix, National Pen and many others. Annual online sales for clients ranged from $30M to $6B. 300% lift in annual revenues for the digital practice. Managed P&L, sales forecasting, financial planning, and channel development. Managed teams in the US, LatAm and Asia.
Altec Lansing (2011 – 2012)
Chief Marketing Officer & Chief Digital Officer
Responsible for all Marketing, eCommerce, and Customer Service activities including advertising, eCommerce, branding, messaging, creative, photography, video, social media, and POS displays. Increased YOY DTC sales by 300%. Reduced YOY digital marketing operational costs by 50%. Improved YOY customer satisfaction ratings from <50% to >90%.
adidas & TaylorMade Golf (2008 – 2011)
Global Head – Digital & eCommerce
Led and designed direct-to-consumer (DTC) and business-to-business (B2B) GTM strategy for adidas Golf, TaylorMade Golf and Ashworth Golf. Played key role in driving historic sales growth by expanding online brand presence through digital advertising, SEO, SEM, email, social media, and modernized three global brand sites and B2B portal. Governed growth strategy and operations for eCommerce sales, online merchandizing, inventory planning, and online customer service.
- Grew top-line DTC and B2B eCommerce sales in the US from $300K to $8.4M (200% CAGR), eCommerce average order values 50%, conversion rates 70%, and customer acquisition totals 150%. Ownership of digital P&L, with full control over global eCommerce and brand websites on hybris and Demandware.
Additional Career Experience
- Global Head – Digital & eCommerce for Gizmo5 Inc., acquired by Google (2006-2008). Gizmo5 merged with Google Talk.
- Global Head – Digital & eCommerce for Betabrand.com (2004-2006). Co-founder. 2021 sales $90M.
- Senior Director – eCommerce & Technology for Zone Labs, acquired by Checkpoint (2000-2004). Grew DTC sales to +$100M per year.
- Senior Web Developer & Designer for Predictive Systems, acquired by SAIC (1998-2000). Clients: Citibank, Chase, NASDAQ.
- Senior Web Developer & Designer for Apple (1997-1998). Official “chief webmaster” of apple.com.
EDUCATION
- Executive Business Program, UCLA Anderson School of Management
- BA in Cognitive Psychology / BA in Analytical Philosophy / Minor in Computer Science, University of California at Santa Cruz
- International Business Administration, year long study abroad program, University of Vienna, Austria
DIGITAL EXPERTISE
Digital Solution Design and Product Development, User-Centered Design, UX, UI, IA, Agile Product Management, Predictive Analytics, DMPs, CDPs, DAMs, PIMs, eCommerce Platforms, Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), Programmatic, RTB, Personalization, Marketing Automation, Influencer Marketing, SEM, SEO, Social Media, Display, Remarketing, Retargeting, Mobile Ads, Affiliate, 1st, 2nd and 3rd Party Data strategy & Management, A/B Testing, Ad Networks, Retail Media Networks, Facebook Ads, DSP’s, Salesforce, Adobe & Oracle marketing stacks, Adobe & Google 360 Analytics, and much more.