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Rence Winetrout

(858) 603-8911     rencewinetrout@gmail.com     linkedin.com/in/winetrout    winetrout.com/portfolio

Digital growth and eCommerce executive with 15+ years leading multibillion-dollar P&Ls, customer experience transformation, and revenue acceleration across Fortune 50 and growth-stage companies. Proven record scaling B2B, DTC, and omnichannel businesses through digital strategy, performance marketing, product innovation, and high-performing global teams.

AREAS OF EXPERTISE

  • P&L Management >$36B
  • Strategic & Visionary Leader
  • B2B / Enterprise / SMB growth
  • Growth, Profit, & Cost-to-Serve
  • Acquisition & Performance Marketing
  • Conversion, Retention, & Share-of-Wallet Growth
  • Omni-channel Journeys
  • Design Thinking
  • Data-Driven Decision Making
  • I-Enabled Growth & Automation
  • Leader in Large, Matrixed Orgs

RECENT ACCOMPLISHMENTS

  • Drove online B2B sales from $17B to $36B through various online Customer Experience enhancements. (Sysco)
  • $40M incremental sales YoY through AI powered customer acquisition campaigns. (Molson Coors)
  • $30M YoY boost in incremental share-of-wallet B2B sales, up from $250M. (Molson Coors)
  • $30M YoY incremental 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: skygeek.com, gracoroberts.com, and silmid.com (UK). Graco Roberts is the largest Aerospace Chemicals distributor in the Americas, UK, and Europe. Grew online sales 15% YoY by successfully improving customer acquisition, conversions, and AOV. Responsible for end-to-end B2B digital experience, online P&L, and omnichannel customer journey. Built KPI and sales forecasting frameworks to guide weekly/monthly optimization and decision-making. Direct digital content and messaging strategy across owned channels, aligning segment-specific campaigns, merchandising, and onsite journeys to drive KPIs. Collaborate closely with key account Sales teams and Marketing on unified GTM strategy. Member of the Executive Leadership Team (ELT). Frequently present to BOD. Global remit across North America, UK, and Europe.

Sysco (2021 – 2024)

Global Vice President – eCommerce & Digital Growth

Led digital transformation with P&L responsibility of Sysco’s $36B/year eCommerce marketplace. Built detailed B2B KPI and Financial models tracked weekly and presented to ELT monthly. Responsible for end-to-end B2B digital experience. Developed industry leading customer experiences and digital solutions, recruited and built world-class teams, and drove top-line growth while reducing operational costs. Partnered closely with Sales, Customer Service, UX, and Engineering teams. Direct team size: ~40 ppl. Indirect team size: 300 ppl. Global remit across North America, UK, and Europe.
  • 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.
  • Led 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.
  • Partnered with product, UX, engineering, analytics, field sales, and customer service teams to redesign omnichannel customer journeys, improve self-service adoption, and accelerate revenue growth, helping to drive multibillion-dollar digital revenue growth.

Molson Coors (2018 – 2020)

Global Vice President – eCommerce, Digital Marketing & Advanced Analytics

Defined B2B eCommerce and Digital Marketing 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. Led digital M&A steering committee with ELT. Presented regularly to BOD. Direct team size: ~25 ppl. Indirect team size: 150 ppl.
  • Realized $40M+ in incremental top-line growth by leveraging machine-learning-driven insights to improve audience targeting and DTC marketing effectiveness.
  • Captured $30M+ in incremental top-line growth through customer share-of-wallet expansion, driving a 10% increase in same-account sales and lifting net promoter scores.
  • 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. Led company branding strategy and global marketing.
  • 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

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