Professional Experience

Present –– President, CreativeOS.com

• Where creatives explore, find, craft, refine, and share their stories with the world.

Past ––

ISSA : Senior Vice President, Marketing: Sep 2023 - Oct 2024

🔍 Role: As the Senior Vice President of Marketing at ISSA, I lead the marketing strategy and inform and influence the business to position ISSA as the global leader in fitness, health, and wellness education. My primary focus is to lead a team of marketing and analytics professionals to leverage data-driven insights to create and execute innovative marketing strategies that drive brand awareness, engagement, and growth.

📈 Responsibilities:

• Overseeing the development and execution of integrated marketing campaigns, emphasizing analytics to optimize performance and ROI.
• Leading a team of marketing professionals in creating and delivering compelling content, digital marketing initiatives, and partnerships that elevate the ISSA brand.
• Utilizing advanced analytics to track and measure campaign effectiveness, inform strategic decisions, and continuously refine our marketing efforts.
• Analyzing market trends, consumer behavior, and competitive landscape to identify growth opportunities and ensure ISSA remains at the forefront of the industry.

Acadia : Partner, Head of Conversion Optimization: Jan 2023 - Dec 2023

• Our team delivers world-class conversion rate optimization through customer experience optimizations and evolutionary website redesigns.

SplitTesting.com (acquired) : Chief Executive Officer: Mar 2022 - Jan 2023

• Our team delivers world-class conversion rate optimization through customer experience optimizations and evolutionary website redesigns.
• Achieved ~800% growth in < 9 months
• Achieved incredibly high customer satisfaction scores month over month.
• Helped ~88% of our clients achieve record sales (incremental revenue)

National Academy of Sports Medicine (NASM): Head of Growth: Apr 2019 - Jun 2022

• Hired and trained a team of best-in-class marketers, growing from 3 - 34 in less than two years
• Delivered 34.4% total revenue growth with 110.6% in e-commerce revenue growth
• Increased new customers by 39.1%
• Grew our website traffic share from 9.7% to 27.4% in 19 months
• Developed our content and keyword strategies to achieve 3x of our ranked keywords
• Improved our Return-On-Ad-Spend from ~160% to 800%+
• Expanded our brands through paid marketing to new audiences and markets
• Diversified our paid marketing channels and grew our front-of-mind presence with our target consumers; 28% didn’t compare us to a competitor when purchasing. *2021 Nucleus Consumer Study
• Built a best-in-class Marketing Technology Stack and Operations to support our rapid growth
• Grew our brand and content footprint through influencer marketing and SEO strategies to be the leader in our industry by establishing ourselves as the Experts, Authority, and Trustworthy company in our space

All this was accomplished by leading a high-performing team of website developers/engineers, digital marketing, and growth functions responsible for creating and implementing strategic initiatives across the entire customer experience for NASM and all sister brands (7). Responsibilities include but are not limited to global website management, UX/UI optimization, SEO, digital merchandising, CRO, user testing, social media marketing, content marketing, community management, influencer marketing, e-commerce sales, and promotions, marketing analytics, SEM, paid social, affiliate marketing, influencer marketing, lead generation, email marketing, product marketing, promotional strategy, competitor analysis, influencer marketing, and owning our entire marketing technology stack.

Veyl Ventures: Sep 2021 - Mar 2022: Sr. Director of Growth

Leading a team of media buyers, creative strategists, and agency partners spending 100's-of-thousands per day and working across our entire marketing org, we delivered MoM growth of ~17% in the triple-digit millions leading our customers through some exceptionally well-crafted conversion funnels.

We excelled at Native advertising, VSLs, Facebook (Meta), Google, Google Shopping, and YouTube.Leading a team of media buyers, creative strategists, and agency partners spending 100's-of-thousands per day and working across our entire marketing org, we delivered MoM growth of ~17% in the triple-digit millions leading our customers through some exceptionally well-crafted conversion funnels. We excelled at Native advertising, VSLs, Facebook (Meta), Google, Google Shopping, and YouTube.

Fast Fix Computer Repair: Oct 2018 - Apr 2020: Founder

• Established the #1 ranked Computer Repair Service company across all local city's search
• Voted Best Mesa Computer Repair Service for two consecutive years
• Delivered revenue growth of 160% YoY, ending at $1.3M when the business was sold

Enjoy Arizona ·: Feb 2011 - Jan 2019: Director Of Marketing Operations

• Responsible for managing all day-to-day operations of Enjoy Arizona’s marketing. Enjoy Arizona is a hospitality business with nine resorts and two restaurants.
• Managed website development, lead generation, community presence, e-commerce, and offline marketing; managed six direct reports and three agencies.

Business Development:

• Developed a data-driven, customer-centric marketing strategy; grew annual gross revenue by an average of 57.6% each year.
• Managed the acquisition side of marketing for seven hotels/resorts
• Identified growth opportunities. Responsible for analyzing and presenting monthly P&L; adjusted financial projections, budgets, and overall growth strategy accordingly.

Digital Marketing:

• Managed annual marketing budget; distributed budget across all marketing channels for optimal ROI.
• Managed marketing calendar and promotion schedule; ran regular reports to determine which promotions to run, when to run the promotion, and which marketing channel(s) to focus ad spending for optimal ROI.
• Performed regular SEO assessments and optimized pages for search. Monitored search trends and regularly launched new pages as opportunities arose.
• Worked closely with designers to coordinate all marketing graphics, videos, branding & promotional materials.

Operations & Project Management:

• Managed dozens of complex, cross-functional projects; tracked projects, ensuring on-time and on-budget execution.
• Created streamlined internal processes for managing the complexity of resort and restaurant hospitality.
• Continuously tested to improve customer experience. Worked closely with web developers to create custom site applications.
• Coordinated the launch of several new brands; expanded our offerings from 2 resorts to 9.
• Ran regular competitor assessments to stay ahead of industry trends and compete in an increasingly saturated market.

My Discount Tech: Nov 2008 - Feb 2018: Founder

• Established the #1 ranked Computer Repair Service company throughout Phoenix-Metro
• Voted Best Local Computer Repair Service over nine consecutive years
• Delivered revenue growth from $35K in year 1 to $790K by Year 10 when the business was sold

MasTec Network Solutions: Jan 2012 - Jan 2016: Director of Information Technology

• Discovering the requirements of our business and meeting the technical demand
• Seeking ways to increase productivity through the use of technology
• Being cognizant of our cost and saving w/o stymieing business productivity
• Providing efficient, effective, and quality IT services
• Providing a cost-effective and scalable IT infrastructure
• Creating and maintaining reliable and secure systems