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Chief Marketing Officer

Marketing & Sales

Accomplished Senior Marketing Executive with successful track record in scaling consumer brands, building and managing teams, increasing revenue, improving profitability, and developing product programs at both large and small companies. Achievements demonstrate creative thinking and leadership abilities successful in developing and implementing omnichannel growth on a global scale. Proven experience in leading strategies in Consumer Lifestyle Brands, Software As A Service (SaaS), Video Game & Esports, Sporting Goods, Health and Wellness, Action Sports, and Consumer Electronics. 

•	Successfully operated in startup environments, mid-sized companies, turnarounds and large blue chip billion dollar companies
•	20+ years in leading global marketing planning and execution in B2B and B2C consumer brands that grew revenue exponentially.
•	14+ years experience in full-funnel digital marketing execution and segmented persona customer relationship marketing.
•	20+ years in budgeting, planning, and P&L management that improved efficiencies and reduced costs.
•	25+ years in building lucrative product line strategies and releases.
•	Successfully created and managed SMU programs for Amazon, licensed partners, and International distribution partners.
•	Managed global Cross-Functional teams in marketing, sports marketing, creative, brand development, web development, ecommerce, intellectual property, customer service and sales that drove exponential growth.
•	Successful building licensed product programs with; Razer, Rawlings, Body Glove, Publish, Blizzard, Ubisoft, and more.
•	Managed high profile brand ambassadors in NASCAR, MLB, NFL, NBA, NHL, Esports, Action Sports, Gaming, Music and Fitness.

Executive team leader responsible for new omnichannel business and marketing development, P&L management, and brand growth marketing strategies that created the roadmap for long-term sustainable business growth in a startup medical / fashion apparel brand. Designed and built complete startup sales and marketing infrastructure and executable plans for scalability to increase brand awareness, improve product innovation, and grow revenue. Direct P&L responsibilities and reported to the CEO.
Targeted Persona Markets: Fitness, fashion, medical devices, and health & wellness

•	Introduced and managed new marketing methodologies with endemic partnerships, influencers, affiliate programs, digital media, advertising, and events to increase brand awareness and demand through education based marketing execution.
•	Built International distribution partners in Australia, Asia, Europe, UK and the Nordic region, realizing a 24% sales increase.
•	Deployed 360º marketing plan, which grew direct to consumer revenues 35% each year while reducing CAC by 65% respectively.
•	Designed and implemented full product line strategy that successfully improved fresh offerings and global release schedules.
•	Redefined the creative vision and direction and created a visual DNA for the Lasso brand.
•	Led strategic initiatives, achieving record levels of sales and cost reductions.
•	Built and directed B2B and B2C sales and marketing plans.
Built Licensed Partner Program: DogPound Gym, Bone Collector Basketball, CLMBR, and GoRuck

Responsible for leading the Marketing Department, consisting of Brand Management, Membership Retention, MLS Software Provider, Marketing Services, Event Planning and Public Relations functions for a 20,000 member association generating $7 million in revenue. Hosted large-scale trade shows, award ceremonies and community giveback projects with local and state elected officials. Reported to the COO.
Targeted Persona Markets: Members, REALTORS, Real Estate Agents, Media, Local and National Elected Officials

•	Rebuilt a high functioning marketing team of 6 to improve member value, member experience and grow membership by 10%.
•	Managed member acquisition, communications and retention marketing for the San Diego MLS Software as a Service (SaaS).
•	Repositioned and executed new marketing strategic processes to improve customer and community programs through CRM, digital media, advertising, community communications, and events to increase member value, services, and revenues.
•	Managed persona based marketing, marketing automation, and communications with over 20,000 members using Hubspot.
•	Organized and hosted the televised 2020 San Diego Mayoral debates.
•	Managed multiple large-scale events to include; a 30,000-attendee tradeshow, 3,000-attendee annual Real Estate new laws media event, and the largest real estate awards celebration in the state.
•	Managed communications for government affairs, legal/risk management, international investment, residential & commercial real estate, membership services, the MLS Multiple Listing Service, and general operations.

VP Marketing, Communications, and Events

Executed the turnaround of a distressed $6M computer blue light protection eyewear brand, returning it to profitability and growing omnichannel revenue 33% to $8M. Repositioned the brand, redesigned the product line, developed licensing program, streamlined inventories, reduced operating expenses 28% and improved global distribution quality. Managed a total domestic staff of 21 people and 43 international distribution partners. Held responsibility for developing and leading company long-term and routine operations in close collaboration with Board of Directors. Direct P&L responsibilities.
Targeted Persona Markets: video gaming, Esports, optical Rx, fashion, consumer electronics, medical device, and health & wellness

•	Introduced and executed a robust new 360º marketing plan with full-funnel digital media, endemic partnerships, influencers, social media, and events that increased brand relevance and grew B2C revenues 18% and B2B revenues 22%.
•	Improved P&L financial performance and bottom line strength over 50% year over year by improving sales channel management, streamlining inventory controls, optimizing operations, enriching product offering, and reducing product production costs.
•	Grew net margins by 28% to 65+ through targeted marketing, reduced operational expenses and improving product offering.
•	Developed DTC digital and content marketing strategy that grew Paid ROAS by 42% to 6:1 and lowered CAC by 60%.
•	Improved Amazon revenues by 21% to over $1.5M a year by bolstering AMS, introducing SMU programs and streamlining offering.
•	Paid off $2M debt inherited from previous leadership.
•	Built successful B2B marketing and sales ‘pop-up’ partnerships with Google, Apple, Facebook and more.
•	Developed and managed new product line strategy that introduced 8 new product launches globally and 3 new technology innovations each year.
•	Worked closely with Game Developers, Esport teams, gaming events, influencers and online streamers.
Built Licensed Partner Program: Major League Gaming, Razer Gaming, Blizzard Entertainment, Publish Apparel, UbiSoft Games, Coca Cola – Esports, Fat Shark Games

CEO & CMO & President

Led a 20-person Marketing Department, including Creative Development, Web Development, Brand Management, Marketing Services and Corporate Communication functions for startup SaaS fundraising platform in the education space. Established and executed marketing plans to acquire B2B clients, Increase B2C sales for 350 fan-shop online stores, and maintain customer relations (CRM) for SaaS platform subscribers. Direct P&L responsibilities and reported to the CEO.
Targeted markets: K-12 school districts, Private schools, Junior Colleges, PTA, parents and attendees

•	Grew the company over 300% to 350 school clients in 2 years for an ultimate acquisition by Varsity Brands, Inc.
•	Managed cross-functional teams in marketing, creative development, web development, customer service and sales.
•	Led school fan apparel and accessories product catalog offering for over 350 independent ecommerce stores.
•	Introduced new innovative marketing customer acquisition, which increased new business and revenue 25% year over year.
•	Established integrated cross-functional approach to online fan shop production builds that cut implementation time by 28%.
•	Built and activated a successful lead generation pipeline for new customer acquisition.

Chief Marketing Officer, Vice President of Marketing & eCommerce

General Management and full P&L responsibility for a $90M, multi-brand portfolio: Marketing, Sales, Finance, R&D, and Product Development. Directed a turnaround of the distressed portfolio of 5 premium fashion brands growing the business 80% to $90M. Supervised FGXI’s owned & licensed premium eyewear portfolio: Anarchy, Gargoyles, Angel, Rawlings and Body Glove Eyewear.  
Targeted markets: Action Sports, Traditional Sports, Military Hardware, Optical Rx, Fashion and Reading Glasses

•	Led division strategic initiatives, achieving record levels of sales every year and doubling profits.
•	Amplified portfolio annual revenue by 25% year over year in big box retailers; Walmart, Costco, Dicks Sporting Goods, Hibbett Sports, The Sports Authority, West Marine, AAFES, NEXCOM and to over 2500 independently owned enthusiasts retailers.
•	Introduced and executed marketing plan with full-funnel digital media, influencers, social media, and events that increased B2C revenues 45% and B2B revenues 22% on average.
•	Designed and executed effective product development strategy and product roadmap that cut development costs and improved product offering.
•	Introduced and managed successful independent DTC ecommerce programs for 5-premium brands and 4 price-point reading glass brands, growing revenues on average 45% annually. 
•	Developed and launched a full service reading glass DTC ecommerce website readers.com with charitable 1 for 1 donation partnership with Restoring Vision.
•	Executed 10 annual go-to-market new product launches per year. 
•	Built a successful Amazon business utilizing AMS and A+ content that grew the channel to $1M in revenue.
•	Designed and introduced Gargoyles ballistic military-grade protective eyewear line.
•	Worked closely with NASCAR, MLB, NHL, Military Special Forces, Professional Surfing, and Action Sports
Built Licensed Partner Program: Rawlings Baseball Company, Body Glove.

General Manager - Director Quantum Sun | Lifestyle Brands

As the Director of corporate e-business and web for FGX International my responsibilities lie in the development of new DTC online business growth and management for the Reading glass brands Foster Grant, Lightspecs, Clic and more. 

• Orchestrated and Implemented strategy and development for the FGXI eCommerce corporate plan
• Built consumer direct brand sites with eCommerce solutions
• Managed a positive growth, high margin eCommerce program with owned sites and online partners
• Managed catalog of products for the online programs for 9 different brand product lines
• Developed online digital marketing strategies to drive new business opportunities and growth
Key Highlights
• Developed new e-tail channel with ReaderBoutique.com reading glass program & online e-tail store for all reading glasses
• Developed a charitable 1 for 1 ecommerce partnership 

Director corporate e-business, web development and social media

Founding member of executive leadership team in startup action sports lifestyle apparel and eyewear brand. Led a 10-person Marketing Department, including Creative Development, Web Development, Brand Management, Sports Marketing and Corporate Communication functions. Generated and managed all global marketing execution and relationships that built brand and revenue growth from $0 to $25M. Direct P&L responsibilities and reported to the CEO.
Targeted markets: Action Sports, Traditional Sports, Fashion, and Optical Rx

•	Grew startup business to $25 Million before complete sale in 2007 to Oakley, Inc.
•	Developed and deployed unique and proactive worldwide marketing campaigns that created a brand / consumer connection.
•	Built successful global brand distribution partners in over 75 countries.
•	Worked with high profile influencers in Surfing, Skateboarding, Wakeboarding, Skiing, Snowboarding, Power Sports, Musicians, and celebrities.
•	Award winning brand campaign execution.

Vice President of Global Marketing and Branding

Scott Sorensen is a Chief Marketing Officer at Lasso in Solana Beach, CA. View their experience, skills and work history on Malakye — the professional network…

Scott Sorensen — Chief Marketing Officer at Lasso

Scott Sorensen

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