{"id":3903,"date":"2015-08-18T00:31:59","date_gmt":"2015-08-18T00:31:59","guid":{"rendered":"https:\/\/winetrout.a2hosted.com\/portfolio\/?post_type=portfolio&p=3903"},"modified":"2024-02-16T22:36:23","modified_gmt":"2024-02-16T22:36:23","slug":"altec-lansing","status":"publish","type":"portfolio","link":"https:\/\/winetrout.com\/portfolio\/portfolio\/altec-lansing\/","title":{"rendered":"Altec Lansing"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n

Chief Marketing Officer & Chief Digital Officer<\/strong> | 2011 \u2013 2012<\/p>\n

For over 75 years, Altec Lansing has been an industry leader globally in consumer electronics and professional audio.<\/p>\n

THE GOAL<\/span><\/span><\/span><\/span><\/h3>\n

Altec Lansing underwent a complete brand and product restart in 2011, after being purchased by a PE firm. With a new up-market, digital product strategy competing with Sonos, the leadership team saw great opportunity to shift consumer sales and marketing to digital. <\/span><\/span><\/p>\n

THE SOLUTION<\/span><\/span><\/h3>\n

As global head of eCommerce and Digital Marketing, I led the strategy and full execution of the following:<\/span><\/span><\/p>\n

    \n
  • Strategy – <\/strong>Led rebranding ideation, definition of brand messaging and repositioning within the consumer electronics market. Designed global go-to-market strategy across Retail, DTC and customer service.<\/li>\n<\/ul>\n
      \n
    • Operations – <\/strong>Created detailed P&L management process with clear gross sales, margin and EBITDA targets. Managed US and European operations across eCommerce, branding, messaging, advertising, creative, photography, video, social media, POS displays, packaging, and consumer-facing customer service teams. Established and aligned on KPIs across all marketing, eCommerce and Customer Service efforts.<\/li>\n<\/ul>\n
        \n
      • Acquisition – <\/strong>Optimized display and search media spend and audience targeting. Activated consumer engagement via social channels and direct-response email programs. Drove new online partner relationships that drove significant consumer acquisition, expanded brand awareness and net new sales.<\/li>\n<\/ul>\n
          \n
        • Conversion –\u00a0<\/strong>Introduced promotional bundles, up-sells, cross-sells, helping to drive conversion rates.<\/li>\n<\/ul>\n
            \n
          • Retention – <\/strong>Revamped all internal customer service processes and systems.<\/li>\n<\/ul>\n

            THE RESULTS<\/span><\/span><\/h3>\n
              \n
            • Increased YOY DTC sales by 150%<\/strong><\/li>\n
            • Reduced DTC operational costs by ~50%<\/strong><\/li>\n
            • Improving customer satisfaction scores from 50% to 90%<\/strong><\/li>\n<\/ul>\n\n

               <\/p>\n

              [\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

              [vc_row][vc_column][vc_column_text] Chief Marketing Officer & Chief Digital Officer | 2011 \u2013 2012 For over 75 years, Altec Lansing has been an industry leader globally in consumer electronics and professional audio. THE GOAL Altec Lansing underwent a complete brand and product restart in 2011, after being purchased by a PE firm. With a new up-market, digital…<\/p>\n","protected":false},"author":1,"featured_media":3910,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"portfolio_category":[33,36,38,39],"portfolio_tag":[],"class_list":["post-3903","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-b2b","portfolio_category-dtc","portfolio_category-mfgs","portfolio_category-electronics"],"acf":[],"yoast_head":"\nAltec Lansing - Rence Winetrout - Work Portfolio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winetrout.com\/portfolio\/portfolio\/altec-lansing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Altec Lansing - Rence Winetrout - Work Portfolio\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text] Chief Marketing Officer & Chief Digital Officer | 2011 \u2013 2012 For over 75 years, Altec Lansing has been an industry leader globally in consumer electronics and professional audio. 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