Resume – Rence Winetrout

Rence Winetrout

Chief Marketing Officer  •  Chief Digital Officer  •  Chief Growth Officer

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

Specialize in GTM strategy, omni-channel, ecommerce, performance marketing, digital solution development and digital transformation. 20+ years delivering 100’s of millions in revenue growth and exceptional market share gains for a diverse range of companies across CPG, Retail, Mfg., Distribution, FinTech, Subscription and more. Senior leader at Fortune 500, growth and start-up companies.
Expert in the DTC, B2C, B2B and B2B2C spheres, building global digital businesses and customer engagement solutions across the US, Canada, LATAM, Europe and APAC. Exceptional at maximizing customer acquisition, conversion rates, retention and customer lifetime value, while championing digital transformation alignment across marketing, sales, IT, operations and finance. Capitalize on the latest digital technologies and operational models to accelerate short and long-term growth strategies, enable disruptive business models, and create competitive advantages. Leverage data and insights to drive key decisions at the executive-level.

AREAS OF EXPERTISE

  • C-Level Leadership
  • DTC & B2B eCommerce
  • Digital & Performance Marketing
  • Brand Awareness & Value Positioning
  • P&L Management >$1B
  • Customer Journey Mapping
  • Design Thinking
  • CX, UX, IA & Personalization
  • DMPs, CDPs, CRMs, ESPs
  • Deep Analytics & Insights
  • Data Science (ML/AI)
  • Digital Ecosystem Design
  • Digital Roadmaps
  • Digital Operations
  • Agile Product Management

RECENT ACCOMPLISHMENTS

  • Actualized $40M in year-over-year (YoY) incremental retail sales through machine learning (ML) optimized, audience-based, geo-targeted ad campaigns. Outperformed goals for year. (Molson Coors)
  • Generated $30M YoY boost in incremental eCommerce B2B sales, up from $250M in previous year, delivering enhanced, more intuitive customer experiences, improved merchandizing, sales team training, etc. Exceeded forecast for year. (Molson Coors)
  • Reaped $30M YoY incremental return-on-investment (ROI), lowering customer acquisition costs (CAC) by 20% on $150M in digital advertising, leveraging new marketing technologies and audience insights. 3x higher improvement than plan. (Molson Coors)

CAREER EXPERIENCE

Molson Coors (2018 – 2020)

Global Vice President –  eCommerce, Digital Marketing & Advanced Analytics

Transformed core brands by defining digital marketing strategy and eCommerce vision, while increasing brand awareness across multiple target audiences. Drove incremental in-store sales and market share (online/retail), leveraging new 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. Maximized online customer acquisition, conversion, retention, sales and margin for DTC and B2B eCommerce, establishing KPI frameworks and iterative improvement processes. Established Global Analytics Governance Board to synch analytics roadmaps with commercial priorities and accelerate use of data insights into commercial decision planning.
  • Realized $40M+ in incremental top-line growth by collating crucial, data-driven, machine learning based insights utilized to increase 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).
  • Rolled out first DTC site from US beer manufacturer, resulting in higher online/retail revenues, focused target marketing, and largest online channel for populating first-party consumer data.
  • Doubled YoY increase in digital budgets by onboarding ELT and aligning IT and global business unit leaders on commercial benefits of digital transformation initiatives.

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 digital 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, and various other performance marketing services. As AAXIS’ CMO, led corporate marketing, branding, demand generation, account based marketing, trade shows, events and PR.
  • As head of AAXIS’ digital performance agency, instrumental in bolstering 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 NikeJCrewKEENWalmartTime Warner CableToshibaFerguson EnterprisesFreemanBeacon RoofingDonaldsonAffymetrixNational Pen and many others. Annual online sales for clients ranged from $30M to $6B.
  • As AAXIS’ CMO, produced 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. Co-created channel conflict strategy with sales and marketing executive leadership teams. Governed growth strategy and operations for eCommerce sales, online merchandizing, inventory planning, and online customer service. Optimized in-house global digital operations, forged new digital agency relationships and managed third-party service providers. Owned technology requirements definition to support digital growth strategies, outlining global eCommerce roadmaps across the US, Canada, Europe and Asia.
  • Grew top-line DTC and B2B eCommerce sales in the US from $300K to $8.4M (130% YoY), 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 to exceed $90mm.
  • Senior Director – eCommerce for Zone Labs, acquired by Checkpoint (2000-2004). Grew DTC sales to +$100mm 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). Officially the “chief webmaster” of apple.com.

EDUCATION

DIGITAL EXPERTISE

Digital Solution Design and Product Development, User-Centered Design, UX, UI, IA, Agile Product Management, Machine Learning, Predictive Analytics, Tableau, Power BI, DMPs, CDPs, DAMs, PIMs, eCommerce Platforms, Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), Audience-Based Targeting, Programmatic, RTB, Personalization, Marketing Automation, Influencer Marketing, SEM, SEO, Social Media, Display, Remarketing, Retargeting, Mobile Ads, SMS, Affiliate, 1st, 2nd and 3rd Party Data strategy & Management, A/B Testing, DoubleClick, AdRoll, Facebook Ads, DSP’s, Salesforce, Adobe & Oracle marketing stacks, Adobe & Google 360 Analytics, and much more.