SITE: www.cfbgrowthconsulting.com HIGH-LEVEL: Fractional marketing leader partnering w/ founders & execs who want senior-level thinking w/out full-time overhead. Helps companies scale efficiently fueled by 18 years of expertise in consumer retail & health marketing. I’ve driven results at every stage, startup to $500M revenue. Specialize in go-to-market strategy, CAC/LTV optimization, lifecycle growth, & building agile marketing programs that deliver ROI. Led lean scrappy teams, scaled large marketing orgs & navigated booms and downturns. Sustainable, data-driven growth tied to metrics that matter: revenue, retention, & customer value CLIENT HIGHLIGHTS: +9 Month Interim Marketing Leader for a science-led emerging beauty brand. Drove double digit growth YoY in ecommerce revenue by implementing a data-driven attribution model, upgrading martech & optimizing paid media to successfully secure next critical round of fundraising +6 Month Fractional Marketing Leader for internationally recognized neuroscience wellness coach,: Spearheaded new client acquisition marketing strategies focusing on engagement & opportunities to grow reach & build new revenue streams +Project Based Marketing Consultant for NY Retailer. Audited existing marketing to provide recommendations on media investment strategies, new customer acquisition opportunities, retention strategies & CRO improvements +Note: Not full client list WAYS TO PARTNER: Fractional Leadership: Benefit from executive expertise in part-time leadership capacity (less expensive early stages of business) Part-time (2-3 days/week) Typically 3-12+ months Interim Leadership: For high-growth companies with changing needs (that may eventually prefer FTE hire once funding or focus confirmed) Up to 32 hours (4 days/week) Typically 3-12+ months Marketing Advisor: Provide guidance to senior leadership team for targeted issues Typically 1 day/week

Under my marketing leadership the business grew from $200 million to $400+ million in annual revenue in 3 years. Oversaw the DTC marketing department & B2B emerging business unit (The Center of Excellence that supports our 3 P&Ls for the company—DTC website, mobile app, and B2B) as well as our consumer & insights function. Had ownership and designed structure of the emerging B2B P&L.

Reported directly to CEO/Founder & played a key role in scaling the business from $200 million to $400+ million in 3 years, primarily through eCommerce in the competitive RX & Non-RX space. As part of the small exec team, I built & led a high-performing team of 35 across key functions, including acquisition & retention, social community, brand & creative, business development, & consumer insights. My initial focus was scaling direct-to-consumer digital channels such as paid search, social, influencers, online video, SEO, programmatic audio, & email—driving significant growth & brand awareness. I successfully transitioned multiple marketing functions in-house, optimizing efficiency & reducing cost while expanding our brand presence through both digital & offline marketing (TV, billboards, public transit, and magazines). I launched new revenue streams through international expansion, developed a B2B vertical, and introduced a first-ever SMS and loyalty program. In collaboration with the VP of Finance, I developed business operational efficiencies to support our next phase of growth, while managing marketing forecasts & the P&L. I hired & led a talented team of direct reports at directors/senior director level & oversaw external agencies with a focus on growing our market share, customer loyalty, & profitable revenue generation. Founded in 2003 to disrupt the optical industry by creating broader accessibility for a needs-based RX product. This was done through a vertically integrated supply chain that allowed for better pricing on RX & Non-RX products w/ deals passed direct to customer. We focused on elevating the brand, providing affordable stylish & functional eyewear, & lens tech while creating a broader strategic vision around our accessibility pillar! We partnered with celebrities: Rashida Jones, Cynthia Rowley, Coco + Breezy, Iris Apfel & Keke Palmer & were official partners of teams & players in the NFL, MLB, NBA and Gaming to promote our brand & products.

Reported directly to the President of Retail and played a pivotal role in launching a cutting-edge eCommerce experience that transformed the optical market. Realized year-over-year returns 7x the industry average by enabling patients to upload their prescriptions and link insurance benefits, delivering real-time pricing and personalized recommendations based on coverage and RX needs. Exceeded revenue and visitor goals, growing the business 400% within the first three years post-launch. Tasked with breaking through a saturated market, I developed and executed strategies for 60+ prestigious brands, including Nike and Calvin Klein, ensuring we strategically reached target customers while maintaining healthy margins. I led the GTM strategy of Eyeconic.com from the ground up, overseeing a catalog of 2,300+ SKUs and expanding into physical store tests, which culminated in a successful M&A with VisionWorks. Oversaw omni-channel marketing strategies, driving traffic both online and to physical retail locations, ensuring a seamless and consistent customer experience across all channels. I managed a multi-million-dollar marketing budget, leading a team of nine demand generation and brand managers, six external agencies, and had dotted line management of both a creative team and analytics team to optimize our campaigns across B2C and B2B. My expertise spanned across digital marketing, including SEM, SEO, OTT, influencer marketing, email, and affiliate, driving significant growth and maximizing ROI. And, traditional marketing channels such as TV, direct mail, and event activations at music festivals.I set the strategic vision for this new sector of the business, creating brand awareness, generating demand, and connecting patients with innovative, consumer-first digital experiences.

Reported directly to the General Manager, I led a pivotal initiative at VSP in 2012 to create a brand-new category for individual vision insurance, a direct-to-consumer innovative offering during the Obama Care era. Tasked with not only defining the category but also building a brand from the ground up, I helped VSP become the market leader in meeting a previously unmet customer need. Achieved over 100% of sales goals year-over-year for three consecutive years while reducing cost per sale and increasing customer lifetime value. Responsible for managing the largest single annual marketing budget within VSP Vision Care’s multi-billion-dollar business, I set the marketing strategy and oversaw multiple external agencies to execute a comprehensive, multi-channel plan. I developed and implemented direct channel growth strategies, leveraging a multi-million-dollar media mix that included DRTV, PR/social, digital, SEM, SEO, online video, and email campaigns. Additionally, I oversaw and managed the brand’s look and feel, ensuring creative consistency across all online and offline marketing assets that our agency partner was tasked with helping us bring to life through creative executions that were both transactional and brand building. I was also accountable for driving product strategy, focusing on identifying the total addressable market (TAM), key growth opportunities, and optimizing product profitability. By leading our research partner to oversee primary and secondary consumer research, I helped identify key customer segments and optimized messaging across the consumer journey to drive high engagement and conversions.

Reported up to the CMO and was responsible for supporting the largest line of business through key strategic growth initiatives. Most notably, I spearheaded the early stages of the individual vision insurance marketing program, creating the foundation for VSP's direct-to-consumer efforts. This included assisting with the development of new vision plan structures, forming strategic brand partnerships, and working closely with consumer insights to create customer personas and product messaging strategies aimed at an underserved market. I led initial testing of our approach across various digital and traditional marketing channels, including paid digital, social, email, and offline marketing. This groundwork laid the foundation for VSP's launch into the individual vision insurance category, driving long-term growth and expanding our market presence.

Reported directly to the Vice President of Marketing, I was responsible for driving awareness and action among millions of potential members from mid- and large-sized clients. Through hyper-targeted marketing strategies, I generated tens of millions in incremental revenue annually by significantly increasing vision insurance enrollments.I managed three external agencies (PR, paid digital, and web) to execute a comprehensive strategy across social media, PR, email, and digital channels, while overseeing overall marketing direction. By leveraging data-driven insights and personalized messaging, I maximized engagement and conversions, contributing to sustained growth and market expansion. My focus was in executing targeted, multi-channel campaigns and managing high-impact agency collaborations.

Led the marketing strategy for the agency's largest real estate client, managing comprehensive research, advertising, strategic planning, and branding efforts. I developed both online and offline campaigns aimed at driving foot traffic to new home build locations and location-specific websites, effectively attracting qualified leads for sales representatives and contributing to significant sales growth.

Reported directly to the Vice President of Marketing, where I co-developed the in-house public relations for the 6th largest nonprofit agency ($34 million annual revenue and 1,000 employees) in San Diego focused on providing critical life services to people with disabilities. I collaborated with the board of directors and management to craft a five-year strategic PR plan, enhancing both internal and external communications. Responsible for crafting strategic outreach and garnering local government support of the critical program initiatives and bringing broader awareness to the programs available. Oversaw relationship management for directors at 22 program locations and led initiatives such as website redesign, digital and traditional advertising, PR campaigns, direct mailers, and key fundraising events. I also led our broader reach media work on Extreme Makeover: My Hometown TV project.