- Senior executive with 20+ years experience running $100+ million digital businesses in start-up, growth and fortune 10 organizations.
- P&L experience >$100M managing departments and lines of business >$2B in forecasted online sales.
- Effective, hands-on, team player skilled at building, inspiring and leading collaborative transformation across sales, marketing, creative, service, operational, product and technical teams to drive real business results.
- Veteran in the customer experience, eCommerce, digital marketing and data science space with deep expertise across multiple business models, including B2C, B2B, B2B2C, marketplaces and more.
- 20+ years experience leading global marketing, eCommerce and digital teams across the US, CA, Latin America, Europe and Asia Pacific.
- Experience across multiple industry verticals, including Retail, CPG, Alcohol and Beverage, Action Sports, Apparel, Consumer Electronics, Manufacturing, Distribution, SaaS and PaaS Software, BioTech, Telco and FinTech.
- Passionate about setting and implementing strategic vision and leading high performance teams that drive growth and outstanding performance.
Global VP – eCommerce, Digital Marketing & Advanced Analytics | 2018 – 2020
Molson Coors, a multinational beverage company dating back to 1786, ranks in the top 5 largest beer companies in the world and owns 100+ brands across the globe. Ticker symbol TAP (2019 net sales of $10.8B).
Achievements: Member of the global executive leadership team, reporting to the Global Chief Growth Officer, responsible for driving positive business impact across omni-channel marketing, eCommerce and advanced analytics, in partnership with global business unit leaders. As chairman of the global digital board, led global strategy planning and prioritization of activities, co-managed the global digital budget, including revenue growth and EBITDA targets across digital marketing, eCommerce (B2C, B2B, B2B2C) and advanced analytics. Partnered with global leadership, across Marketing, Commercial and IT, to manage long-range planning, ensure strategic alignment on digital investments and marketing disciplines to maximize ROI and operational efficiencies. Established common KPI frameworks, scorecards and the ability to share learnings and insights across global regions for optimizing acquisition, conversion, retention, customer satisfaction, revenue and margin. Led and funded external market studies, strategic assessments and digital M&A activities across global BU’s.
Marketing achievements included helping to drive >20% ROI improvement on 100’s of millions in global digital advertising and ~$1B in total advertising, across all marketing channels and mediums, in a 12 month period. This was achieved by integrating new, modern, data-driven marketing techniques such as audience based media targeting, programmatic advertising, campaign personalization and Marketing Mix optimization across digital, TV, Retail, out-of-home, etc. Additionally, I helped lead the strategy, adoption and execution of new marketing technologies and consumer data insights that were instrumental in driving the overall impact of marketing, helping to increase brand awareness with the right audiences and driving incremental sales and market share growth, both online and at retail. Behind the scenes, new marketing technologies introduced included data management platforms (DMPs), consumer data platforms (CDPs), email marketing automation and social media Management tools, as well as a new consumer data lake consisting of 1st and 3rd party sources, including Nielsen, IRi, Foursquare, Kantar, etc.
eCommerce achievements included helping to drive global top-line growth through B2B and Marketplace eCommerce and digital SFA programs (Guided Selling for Reps), as well as driving best-in-class, B2B2C digital shelf experiences and online category leadership with major retail partners such as Walmart, Kroger, Walgreens, etc. In B2B and Marketplaces, I led the global business strategy and execution for growing online sales from $100’s of millions to ~$2B over a 4 year period. In less than 12 months, realized major B2B wins with customers, including >10% lift if sales from accounts that started shopping online and significant improvements in NPS scores, due to an improved, simpler, faster and convenient B2B experience. In parallel, B2B2C and ‘digital shelf’ efforts helped drive significant market share increases online, while having a positive impact on in-store sales for major retailers.
Global analytics achievements including helping to drive overall commercial success across sales, merchandising, marketing, eCommerce and more, by providing critical, machine learning, predictive, decision support insights and analytics, resulting in revenue contribution of ~$40M annually. Helped drive significant improvements in analytics adoption from commercial teams by productizing and promoting the true ‘business value’ of our portfolio of analytics capabilities. A key factor is this massive change management initiative was establishing a global governance board to align analytics capability roadmaps with the priorities of global commercial leadership. Also greatly improved efficiency, output and overall team satisfaction of the technical analytics group by rearchitected and optimized our agile delivery model, business requirements gather process, sprint cycles, etc.
Chief Marketing & Digital Officer | 2012 – 2018
AAXIS is a world-class Digital Transformation Consultancy, with over 500 digital professionals across 5 continents, focused on helping organizations maximize online growth through data-driven insights, digital technologies and engaging customer experiences.
Achievements: Reporting to the CEO, I led AAXIS’ sales, marketing and delivery for digital services, including P&L management, growth strategy, financial and business planning, sales forecasting, business development, demand generation, corporate branding, channel development, trade shows and events, video content, email marketing, social media, website design, SEO, SEM, content creation, blogging, and press releases. In my digital consulting role, I worked closely with the C-level executives and senior digital stakeholders of clients to create holistic digital strategies and tactical execution plans to drive digital transformation, ROI from digital investments and overall company growth. Many of AAXIS’ clients successfully shifted online sales from 5% to 30-50% of total sales within a few years, resulting in massive boosts to company margins, new customer acquisition, customer lifetime value and retention, overall market share, share of wallet and brand recognition. Led delivery for a wide range of business consulting, performance marketing and analytics services for B2C and B2B organizations across multiple global regions, including the US, Latin America and Asia. Services included go-to-market strategy, competitor assessments, growth and financial modeling, KPI definition and tracking, digital organizational design and change management, skills and digital technology gap assessments, digital ecosystem design and technology selection, customer experience design, personas, customer lifecycle management, email campaign automation, customer/consumer data strategy, mobile strategy and design, search optimization, conversion rate optimization, A/B testing, analytics and insights, and various other performance marketing activities. Additionally, led product management of AAXIS’ proprietary machine learning and AI analytics solutions, designed to provide decision insights across merchandizing, pricing and content personalization.
AAXIS’ clients include B2C, B2B and B2B2C companies such as Nike, JCrew, KEEN, Walmart, Time Warner Cable, Toshiba, Ferguson Enterprises, Freeman, Beacon Roofing, Donaldson, Affymetrix, National Pen and many others.
Senior Vice President – Marketing, Digital & eCommerce | 2011 – 2012
For over 75 years, Altec Lansing has been an industry leader globally in consumer electronics and professional audio.
Achievements: Reporting to the CEO, led vision, strategy, and execution of global Marketing, eCommerce, Customer Service and IT, with full P&L responsibility and complete oversight of eCommerce, branding, messaging, advertising, creative, photography, video, social media, POS displays, packaging, and consumer-facing customer service. Established and aligned on KPIs across all marketing, eCommerce and Customer Service efforts. Increased sales by 300% across direct-to-consumer and online partner sites within 12 months. Reduced operational costs of 3rd party service providers and agency contracts supporting the digital ecosystem by ~50%. Revamped all internal customer service processes and systems, improving customer response times and satisfaction rates from <50% to >90%.
Global Head – Digital & eCommerce | 2008 – 2011
Achievements: Reporting to the global SVP of Sales, increased top-line B2C and B2B eCommerce sales 130% YOY, average order values +50%, conversion rates +70%, and customer acquisition totals by 150%. Led strategic vision and complete redesign of three independent global brand websites for TaylorMade, adidas Golf, and Ashworth Golf. Full P&L responsibility and complete oversight of eCommerce and brand sites on hybris and Demandware. Led online advertising, SEM, SEO, merchandising, look & feel, inventory planning, online customer service, customer lifetime value, eCRM, global eCommerce roadmap, channel conflict strategy, global interactive operations, technology platform requirements, digital agency relationships, and 3rd party service providers.
Gizmo5 Inc. (Acquired by GOOGL)
Global Head – Digital & eCommerce | 2006 – 2008
Achievements: Gizmo5 Inc., now a division of Google, remained one of the top “internet phone service” Telecom providers in the world. Reporting to the President, I led DTC initiatives. Boosted eCommerce sales +20% each month, increased net margins by +40%, and grew “active” online users by 100% in first 3 months, through viral marketing efforts, direct marketing campaigns, SEO, SEM, price optimization, and eCommerce UX enhancements. Led global eCommerce, Marketing, and Customer Service teams.
Vice President – eCommerce & Digital Marketing | 2004 – 2006
Achievements: Reporting to the CEO, led vision, strategy, and execution of eCommerce, direct marketing, social media, CRM, consumer insights, and all supply chain operations. Increased site traffic +250%, conversion rates +75%, and AOS +100% YOY.
Zone Labs, Inc. (Acquired by CHKP)
Senior Director – eCommerce | 2000 – 2004
Achievements: Zone Labs Inc., now a division of Check Point Software, is the world’s leader in “internet security” products. Grew online sales to ~$100mm per year, through targeted-marketing efforts, behavioral merchandising, site UX optimization, and customized promotions, while growing customer database to ~30mm registered users, in under four years. Led multi-million dollar eCommerce initiative, site look & feel, SEO, SEM, site functionality & optimization, customer acquisition, analytics, consumer segmentation, e-Service integrations, and more.
Predictive Systems, Inc. (IPO in 2004. Acquired by SAIC)
Senior Web Developer | 1998 – 2000
Senior Web Developer | 1997 – 1998
UCLA Executive Business Program
International Business Administration
BA, Cognitive Psychology – (Computer Science & AI)
Recent Media Mentions
- Rence Winetrout on why getting into ecommerce is a “smart risk” for B2B (DigitalCommerce360, June, 2019 Issue)
- 30 B2B Experts to Follow (GetElastic, September, 2019 Issue)
Recent Speaking Engagements
- B2B NEXT 2019 – “Going Global with eCommerce”
- B2B Online 2017 (Chairperson) – “Customer Engagement & CX Optimization”
- B2B Online 2016 (Chairperson) – “Digital Innovation & Disruption”
- B2B Online 2015 (Chairperson) – “Digital Transformation Implementation”
Areas of Expertise
Digital Transformation & Global Digital Portfolio Roadmaps ● Go-To-Market Strategy for Enterprise Digital Products & Services ● B2B eCommerce ● B2C and direct-to-consumer ● B2B2C eCommerce and online retail category management ● Digital marketing: SEM, SEO, Display, Programmatic, RTB, Remarketing, Retargeting, Mobile, SMS, Affiliate ● Performance marketing & Direct Response marketing ● MarTech, AdTech, DMPs, CDPs, ESPs, and Digital Process Automation ● Market Segmentation ● Omnichannel Marketing and Retailing ● Corporate Branding, Storytelling and PR ● Social Media & Influencer Marketing ● Retail Marketing ● Video Marketing ● Event Marketing ● Consumer and Acquisition Marketing ● Targeted Marketing & Content Personalization ● Conversion Rate Optimization (CRO) ● Business Development ● Account Based Marketing (ABM) ● Retention & Loyalty Marketing ● Creative, UX, UI, IA & User-Centered Design ● Design Thinking ● Customer Experience and Customer Journey Creation ● Merchandising, Pricing and Promotions Strategy ● DemandWare, Oracle ATG, hybris, Magento, CloudCraze, Shopify, Oro Commerce and more ● Product Management, Technical Team Management, Agile & Scrum Methodologies ● IoT, RFID ● DMPs: Adobe Audience Manager, Bluekai, Krux ● 1st, 2nd and 3rd Party Data strategy & Management – Nielsen, IRi, Foursquare, etc. ● Machine Learning, Predictive Analytics, Web Analytics, Business Intelligence & Strategic Insights ● Adobe Analytics, Google 360, Tableau, Shiny, QlikView ● Domestic & Global Operations ● Sales & Budget Forecasting