Resume

Dynamic Fortune 100 and start-up executive with strong operating, commercial, product development and digital transformation experiences. 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-Apple, building first class teams and fast pace cultures. Expert in the DTC, B2C, B2B SaaS spheres. Purpose driven leader.

AREAS OF EXPERTISE

C-Level Leadership
General Management
P&Ls >$1B
Product Management
DTC & B2B eCommerce

Digital Commercialization
GTM Strategy & Execution
Strategic Product Roadmaps
Global Digital Operations
Design Thinking

Digital Ecosystem Design
Personalization
CX and UX Design
Analytics & Insights
Investor Relations Savvy

RECENT ACCOMPLISHMENTS

Grew online sales from $17B to $24B through key customer experience enhancement to drive conversions and average order values. (Sysco)
Actualized $40M in year-over-year (YoY) incremental retail sales through machine learning (ML) optimized, audience-based, geo-targeted ad 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

Sysco (2021 – Present)

Global Vice President – eCommerce & Digital Growth

Leading digital transformation of Sysco’s $24B/year eCommerce channel. Sysco is a Fortune 60 company with nearly $70B in revenue and the largest wholesale food distributor in the US.

eCommerce sales grew from $17B to $24B in my first year with Sysco, as the fastest growing revenue channel.
Aligned cross-functional leaders around key digital engagement opportunities to drive acquisition, share of wallet gains and customer loyalty.
Led customer center design process and customer empathy journey mapping, to transform digital experiences and drive top-line, margins and customer satisfaction.

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 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.

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).

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.

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 (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

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, 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, Ad Networks, Retail Media Networks, Facebook Ads, DSP’s, Salesforce, Adobe & Oracle marketing stacks, Adobe & Google 360 Analytics, and much more.

Rence Winetrout