Developed a Comprehensive three year Global DTC eCommerce business plan and roadmap for BMC Group that supported goals of digital transformation and rapid direct to consumer (DTC) growth. Annual plan which included new processes to build, manage and consistently enhance performance across all aspects of DTC; including performance marketing and acquisition, CRM, loyalty and email strategy, complete end to end Customer experience, merchandising, forecasting, pricing, logistics (delivery, packaging, shipping, returns, exchanges, etc), KPI’s, data analytics and reporting. Consulted and supported website migration from Magento to Shopify for BMC which launched early December 2023. Created an in-depth competitive analysis and scorecard that includes 15 top competitor brands across category with a strong focus on site performance, omni-channel and the Customer experience(UX/UI). Reported to CEO and consulted the Senior Leadership team to develop a global DTC strategy. Concluded as part of a significant work force reduction and retraction due to difficult market conditions. https://www.bmc-switzerland.com/ https://www.scor-mtb.com/ https://www.adicta-lab.com/

Accountable for rapid DTC growth, finished FY23 +30% to LY, at +73% GM despite difficult B2B and retail market conditions. Strong focus on growing reach through new Customer acquisition and retention. Ex: 20% increase to database while increasing AOV by 30% in 2023. Directed the day-to-day operations of the eCommerce business, which included budget and sales forecasting, email marketing, web merchandising, new feature functionality, content management as well as the overall Customer experience on Giro.com, Blackburndesign.com and Bellhelmets.com. Created, developed and led a diverse and experienced team of 10 web and digital marketing professionals which were responsible for ensuring the successful program development, integration and execution of brand rite campaigns to each of the respective brand websites to support deeper consumer engagement and increase conversion. Built and executed cross channel strategies to rapidly achieve multi-fold growth in direct-to-consumer revenue while meeting brand and profitability objectives. Directed paid and non-paid strategy, implementation & execution of all online marketing campaigns, including retention marketing, Customer journey, SEO/SEM, re-marketing, paid social and non-Endemic display networks to drive traffic, Customer acquisition and optimize conversion. Partnered with brand marketing and creative teams, Digital Services, IT and Vista Outdoor’s digital marketing and eCommerce corporate functions while implementing a new project management and planning process across departments. Developed online marketing dashboards in partnership with the Manager of Planning and Analytics to ensure all reporting was actionable and every investment is delivering the optimal return against defined objectives. Success measured by increased; Traffic, Conversion, Average Order Value, Revenue. www.Bellhelmets.com www.Blackburndesign.com www.Giro.com

Digital Marketing Manager, eCommerce Bell Helmets (Formerly BRG Sports) Increase in web traffic 35%+ YOY, with an increase exceeding 68% in e-Commerce revenue for Bell Bike and for Blackburn Design an increase of 17% YOY and an increase of 82% in e-Commerce revenue. ­Strategy, development, execution and management of brand-right marketing content, print and digital media campaigns with the goal of increasing customer consideration, acquisition, retention and up/cross-sales. ­ ­A Brand Ambassador and Web Merchandiser that develops and manages e-Commerce Store production schedules, product launches and content delivery. ­Analysis, reporting and strategic development of digital marketing and e-Commerce initiatives with a focus on content creation for websites, social channels and email marketing with consistent messaging across all channels.  ­ ­Partners across the Organization and leverages cross-functional teams to achieve brand specific goals.   ­ ­Reports to the Director of Brand Marketing, working with Product Marketing and Development, Event Marketing and Sports Marketing Partners to achieve and support brand objectives. ­ ­Collaborates with, internal and external Creative Services, Web Developers, PR Agencies, Athletes and Operations to ensure brand alignment. ­ ­Working with the Sales Team, International Distributors and Key Accounts, supporting advertising and PR objectives to maintain a consistent, strong, brand image in all markets. http://www.bellhelmets.com/ http://www.blackburndesign.com/

Senior Marketing Manager (Retail) Strategic development, management and execution of $3M annual integrated mass and endemic media plans. Analysis, reporting and strategic recommendations on all aspects of marketing with strong focus on segment and regional development. Measure effectiveness post-event verifying Gross Margin Return on Investment and Return on Energy. Reports to the DVP of Marketing, while supervising Direct Reports and partners closely with Marcom Sr. Manager, Directors of PR and Grants, eCommerce, Creative, Database and Content. Maximizes cross departmental teams from internal and external Associates, Vendors, Agencies, Freelance Designers, and Independent Contractors to enhance in-house capabilities and deliverables.

Store Manager Managed Northern California Stores, mail order and product distribution to 7 regional Retail locations.