EXPERIENCE

Topgolf Callaway Brands ⎯ Carlsbad, CA
5/2022-present

SVP Digital (current role)

Multi-functional role including:

• P&L oversight of 3+ E-Commerce sites
• Designed,implemented, and continuing to enhance unified multi-brand data & MarTech platform from the ground up (Topgolf, Callaway, TravisMathew, etc.), intended to drive cross-brand marketing activation with the ambition to establish the pre-eminent ecosystem for golf & leisure, expected to generate significant synergies for the business
• Given progressive responsibility for E-commerce Technology for consumer brands beyond owned P&Ls to accelerate digital transformation across the business. This includes evolving architecture from a collection of monoliths to a shared composable architecture/platform upon which multiple brands can operate their independent e-commerce businesses

Zulily ⎯ Seattle, WA
2/2020-5/2022

Chief Marketing Officer, SVP

Hired to lead 300-person end-to-end Marketing org and $100+M budget for a business in turnaround. Refocused team towards a core customer (Mom) and clarified customer-facing value proposition. Rehired near-entire marketing leadership team while raising the bar operationally & analytically. Stabilized P&L and shifted towards sustainable growth during a period of continued negative trend and high volatility.

Key Achievements:

• Launched direct-to-influencer channel and grew to >$10M revenue in the first year, first brand ambassador shops, first connected-TV ad testing, PR as an 'authority on Mom', and first off-peak integrated Marketing campaigns
• Kicked off shift in TV ads and general branding towards greater focus on Mom (kids in home) as core customer, in the vein of Zulily's original customer focus, and away from generalized she/her audience
• Pivoted business towards member acquisition (lead gen) and CLV, away from low-value transactional (lower-funnel) focus
• Improved holistic leverage / ROAS by ~30% from pre-pandemic to 'post-pandemic' levels despite seeing all-time high CPM in performance channels 'post-pandemic'
• Drove greater focus towards spend incrementality and shifted ~25% of spend away from non-incremental channels

Expedia ⎯ Seattle, WA
3/2017-2/2020

Vice President, Data Science & Analytics

Hired to adopt a team in turnaround. Reframed team scope towards product-orientation and away from service-orientation. Eventually developed a high-performing organization with goals of maximizing value of marketing efforts, product experimentation, and marketplace analytics. Produced insights leading to increased ROI for ~$2B ad spend through data science & analytics. Drove productivity across business & data engineering teams through focus on product ownership and operating rhythms. Promoted from Sr. Director mid-tenure to lead 100+ person organization covering Marketing, Product, and Retail analytics.

Key Achievements:

• Applied unsupervised learning bidding approach in setting marketing metrics, resulting in 11% improvement in cost per action (CPA) in Google SEM in 2017
• Rolled out dynamic SEM ad copy generation service across 5 languages, driving 10% improvement in click-through rates and 22% reduction in cost per click (CPC)
• Conducted incrementality testing across multiple channels (pure performance through linear TV), leading to tens of millions in cost savings

Dolls Kill ⎯ San Francisco, CA
3/2016-3/2017

SVP, Product Management, Performance Marketing, and Engineering

Recruited to develop product and UX design functions to further amplify growth of fast-growing brand oriented towards gen Z & celebration of self-expression, and to lay groundwork for exceptional customer experience. Successfully led customer-facing product & engineering teams as well as overseeing majority of advertising efforts, increasing company visibility.

Key Achievements:

• Effectively directed engineering of e-commerce platform migration within the first 8 weeks on the job
• Built first onshore FTE engineering team for the company
• Cased, planned, and launched first iOS app development for the business
• Cut non-incremental marketing spend representing 50% of budget to more efficiently drive growth, leading to 3X improvement to ROAS for an underperforming marketing function, while maintaining brand & organic channel contribution

Porch Group ⎯ Seattle, WA
12/2013-12/2015

VP, Consumer Product Management / Head of Analytics

Developed and managed a team responsible for creating a best-in-class analytics practice. Rebuilt home improvement website experience, driving long-term retention, engagement, and conversion. Provided thought leadership in KPI development, insights generation, and strategic initiatives across business. Promoted from Director.

Key Achievements:

• Promoted to own online consumer-facing product due to operational successes and continuous consumer focus as Head of Analytics
• Drove strategy for high consumer repeat engagement for home services marketplace through owned channels (email, site, app) and focused on relevant content for homeowners unrelated to transactions on Porch
• Implemented homegrown web events logging framework, data architecture, and AB testing framework, with a goal of scalably tracking user behavior, organizing data across a network of home service business, and optimizing key metrics

Zulily ⎯ Seattle, WA
10/2010-12/2013

Head of Analytics

Built centralized analytics team from the ground up for ultra-high-growth startup ($0-$1B sales in 4 years), driving holistic strategy and optimization across business. Product manager for data engineering, product recommendations & segmentation engine, and similar technical products, along with accountability for customer-centric demand forecast for financial planning and reporting. Led holiday/peak planning, reporting, and supply chain exceptions handling.

Key Achievements:

• Developed member valuation model which managed hundreds of millions of dollars in ad spend across the entire marketing portfolio
• Built prediction + linear programming model to optimize inventory logistics and ship times, representing approximately 15% of Zulily's product portfolio
• Achieved substantial savings on cost-per-photo and increased click-through rate by 5% with implementation of multi-armed bandit for daily image optimization

ProFlowers ⎯ San Diego, CA
8/2007-10/2010

Senior Manager of Marketing & Strategy Analytics

Program-managed 15+ marketing channels throughout the year to ensure LTV maximization by optimizing peak and off-peak offerings, products, and cannibalization. Effectively oversaw website analytics and strategy, customer lifetime value, and product portfolio pricing strategy.

EDUCATION

VANDERBILT UNIVERSITY, OWEN GRADUATE SCHOOL OF MANAGEMENT ⎯ Nashville, TN
Master of Science in Finance (Half scholarship recipient)

VANDERBILT UNIVERSITY ⎯ Nashville, TN
Bachelor of Economics, Minor in Human and Organizational Development
Full scholarship recipient (Samuel & Angie Allen).