Good Trouble Pets

Most recently, I assumed leadership of this distressed business and applied the expertise and principles I gained from scaling a billion-dollar business to turn the business around within 6 months. I set the strategic direction, oversee new product development, and source inventory.

Highlights include that I already:

➟ Launched our brand and product lineup on Amazon. In doing so, we’re on track to achieve impressive revenue growth, with projections indicating that we’ll reach more than $750K in sales over the next 12 months.

➟ Released a new product line to expand into sustainable dog chews; researched, sourced, and set up new marketing campaigns.

➟ Transitioned all operations from Georgia to Utah and updated procedures and SOPs to increase margin and ensure a seamless customer experience (CX).

Chief Executive Officer

iFIT

I propelled the launch of the iFIT business under the ICON Health & Fitness umbrella in 2010, from ideation to hiring to business growth and management. Throughout my tenure, I was a key player in growing the business from scratch to 400+ employees, $300M recurring revenue, and 1M+ paid subscribers. 

In 2021, ICON Health & Fitness changed its corporate name to iFIT Inc. (“iFIT”) after its proprietary software platform, representing its shift from a legacy hardware business to a subscription/software business.

Within the same timeframe, I was promoted as a strategic partner to the Chief Experience Officer and Chief Strategy Officer, tasked with building scalable brand strategies across all the iFIT brands. I led a team of 140 people across business intelligence, sales, marketing, CRM, software development, and product development, and managed a $150M budget.

Highlights include that I:

➟ Designed complete customer lifecycle journeys for a seamless onboarding experience, achieving a 40% lift in customer engagement and a 5% reduction in churn rate. Implemented, tracked, and optimized critical KPIs.

➟ Formed strong collaborations between internal teams and stakeholders to determine the optimum pricing strategy and position an international rollout expansion in Canada, Australia, New Zealand, and Europe. Localized price offerings and languages to enhance international LTV and decrease churn rate across the subscription network.

➟ Implemented crucial business and membership pricing changes by replacing first-year free package purchase with month-to-month billing cycle with a 30-day trial period, leading to 35% growth in LTV.

➟ Delivered 27% margin growth in the blended hardware and subscription business by overhauling membership pricing strategy.

Vice President – Member Experience

While serving as the VP of Member (Customer) Experience, I spearheaded an M&A team in the integration of 85 personnel and 12 major systems from the Australia-based business, Sweat, under the umbrella of iFIT. I aligned and created strategic tools, team structure, content creation, and KPIs as per iFIT standards.

➟ Devised innovative customer engagement strategies to integrate Sweat’s women-focused mobile app into the full fitness offering from iFIT and cross-promote both apps within each network. 

➟ Worked closely with the lifecycle marketing team to cut customer acquisition cost 12% while also reducing churn 250+ BP within the first 90 days.

➟ Optimized Sweat’s content offering by cross-selling equipment while generating social followings to secure new and upcoming trainers on the platform. Directed the Sweat trainer network of 8 industry-leading influencers and female trainers.

General Manager – Sweat

In 2019, as growing the subscription business became a strategic priority, I was promoted to position go-to-market media campaigns, including OTT and paid media, to fast-track equipment sales and acquire new subscribers. I led and mentored a team of 14 direct reports comprising CRM, social, and media buyers with a focus on acquisition, onboarding, engagement, and retention.

➟ Produced accurate data models to highlight at-risk customers with personalized outreach, resulting in a 600-basis point reduction in churn rate.

➟ Piloted multimillion-dollar trade shows domestically and internationally, overseeing all aspects of retail activations and experiential stores to scale the global market footprint, brand awareness, and critical sales relationships.

➟ Surpassed the company’s top 3 hardware brands in brand awareness, setting iFIT on a trajectory to acquire ~600K new customers each year and growing to 7M total customers and 1M paid members by July 2021.

➟ Secured product placement in industry-leading stores, including Best Buy, Best Buy Canada, JB HiFi, El Corte Inglés, Amazon 4-Star stores, and Dick's Sporting Goods in partnership with the Chief Revenue Officer (CRO) as well as globally distributed teams.

➟ Lobbied for and championed the introduction of leading-edge digital tools, including Salesforce Marketing Cloud additions, Branch.io MMP, OneSignal, Contentstack, and Qualtrics to sell, monitor, target, and engage prospective customers.

Marketing Director – iFIT Customer Experience Team

I guided the expansion of the initial marketing team comprising 13 personnel in key areas to promote company growth. 

➟ Identified an opportunity for a new revenue stream in collaboration with business partners and set out to launch the subscription business. 

➟ Spearheaded a rebranding project to reposition the existing branding to an interactive video experience, opening an international market, including Europe, Australia, New Zealand, Asia, and South America.

➟ Created a paid membership platform through extensive multivariate testing to determine optimal annual and monthly subscription fees, scaling the business from zero to $75M by 2019. 

➟ Achieved and maintained profitability, including up to 82% margin by running a lean and aggressive team.

➟ Conceptualized and launched new, forward-thinking touchscreen products—a 3-year process—that included a new user interface and provided an immersive user experience (UX). The new screen hardware memberships now account for ~80% of iFIT revenue.

Marketing Manager – iFIT Marketing Team

➟ Mentored and supervised a team of 17 interns and FTEs tasked with supporting customized strategy building for 6 pages on all social media platforms. 

➟ Deployed diverse customer engagement strategies to increase the following by 2M+ within 6 months. 

➟ Developed the company's first paid social media budget and influencer strategy, generating 4X Return on Advertising Spending at its peak.

Social Media Specialist

As a dynamic customer experience leader, I have a demonstrated record of growing revenue through new product development, marketing, branding, and partnerships.

I develop and champion the long-term customer experience vision, curating a process to assess all aspects of customer health and identify gaps, weaknesses, and opportunity in the customer journey. 

As a leader, I apply an empowering style that encourages collaboration and fosters a culture of accountability, continuous improvement, and results.

Areas of Expertise
 
Strategic Planning & Execution • Marketing & CX Strategy • Business Development • Growth Strategies / Scaling • Internal & External Communication • Customer Journey Mapping • Acquisition, Onboarding & Retention • Budget Management & Forecasting • People Leadership & Development • Cross-Functional Collaboration • Product Development • Customer Experience (CX)

Chase Watterson

Akamai Technologies

As a Cloud and Security Marketing Project Manager, I: 

❖ Orchestrated planning and execution of tier 1 conference events in major global cities, including Tokyo, Shanghai, Delhi, London, and New York City. Achieved outstanding results, with 3,105 registrations and an impressive 4.5/5 event experience rating. 

❖ Foster collaboration between content strategists, event teams, creative departments, external vendors, and assistant project managers, resulting in synchronized project execution.

❖ Liaise with VPs across departments to align on business objectives, prioritize requests, and allocate team resources.

❖ Lead project status meetings and risk management, coordinate timelines and schedules, remove roadblocks, perform data analysis, and communicate updates and outcomes to stakeholders.

Marketing Project Manager

Callie Creations

❖ Collaborated on 10+ video editing social marketing projects with Cloak, the clothing brand owned by YouTuber stars Markiplier and Jacksepticeye.

❖ Edited promotional videos for collaborative merchandise drops with Dead Space, Five Nights at Freddy's, and Good Mythical Morning.

❖ Enhanced proficiency in software tools and acquired expertise in Webflow, leading to a 200% increase in web design project intake.

❖ Partnered with 8 clients to understand creative needs, delivering high-quality digital designs, video edits, web designs, and animations.

Freelance Creative

While acting as a Marketing Operations Sr. Program Manager I: 

❖	Collaborated with the executive suite to align strategies with company objectives weekly.

❖	Directed Tier 1 campaigns with $10M+ revenue targets, developed department processes, and allocated cross-functional resources.

❖	Created departmental process training in Asana for new project and program manager recruits, featuring process documents, video tutorials, templates, and extra resources.

❖	Elevated marketing initiatives across the Marketing department by expanding the project roadmap to include the company's broader strategic goals and objectives.

Sr. Program Manager, Marketing Operations

While acting as Growth Operations Manager I:

❖ Managed a team of 4 direct reports consisting of CRM Specialists and Senior Developers.

❖ Collaborated with CRM strategists to identify opportunities and develop comprehensive A/B testing strategies for product and subscription customer journeys.

❖ Streamlined workflow and increased operational efficiency by 67% resulting in a 12% increase in team capacity.

Growth Operations Manager

While acting as Member Experience Project Manager, I: 

❖ Championed process optimization initiative by developing an 8-week process roll-out, and gamified a 7-week Asana training program spanning over six cross-functional teams.

❖ Elevated project completion by 34.2% and boosted project intake by 200%year-over-year.

❖ Introduced project retrospectives with data analysis to drive strategies toward intentional and informed decision-making.

❖ Implemented 45 to 50 projects monthly, steering creative and strategic initiatives from inception to completion.

Project Manager, Member Experience

Bisk

While acting as a Marketing Multimedia Specialist I:  

❖ Achieved exceptional campaign results within two weeks of the MSU Innovation Program launch: 90% LP engagement, 34% LP exit rate, and 64%LP bounce rate.

❖	Generated impressive campaign outcomes within one month of launching the MSU HR Campaign: 289,721 ad impressions, 2,459 LP page views, and 1,930 received form applications.

❖	Led and directed the management of 20 to 30 projects monthly and designed, filmed, edited, and animated 8-10 projects monthly.

Multimedia Specialist, Marketing

While acting as a Video Editor I:

❖ Designed and implemented post-production editing process, led color correction and audio mixing activities, and utilized After Effects for motion graphics.

❖ Improved content delivery and amplified user experience by adding animation and motion graphics into course videos for 5+ colleges and universities.

❖ Drove the creation of video assets based on stakeholder requirements and adhering to client brand guidelines.

Video Editor, LXD/Marketing

Teami, LLC

While acting as an Influencer Social Media Manager I:

❖	Managed influencer budgets up to $200K+ and generated 100 - 200 influencer leads monthly.

❖	Coordinated with 200 - 300 active influencer accounts monthly; resulting in 600 to 800 social posts monthly.

❖	Attained $300k revenue from paid influencer accounts.

❖	Produced additional $10K-30K revenue from smaller, commission-only influencer accounts.

Social Media Manager

Liberty University

❖ Produced national broadcast commercials aired on HGTV, TLC, and Fox News.

❖ Directed, filmed, and edited a variety of marketing video content for athletic, event, academic, and social media departments.

❖ Illustrated and animated content for social media accounts and internal campus displays.

Video Specialist

Innovative Faith Resources

❖ Filmed and edited interview and testimonial videos for agency clients.

❖ Transferred, logged, and organized all footage and audio from SD cards.

Video Editor Intern

Viceroy Media Group

❖ Reviewed and cataloged footage and audio recordings.

❖ Logged, organized, and tagged all video and audio files.

Editor Assistant

We live in an exciting time where you can reach millions of people through a vast variety of marketing channels. With that being said, in order to build a brand, you need to identify the right audience and craft a story that connects to them. I'm passionate about not only developing the brand identity and creative direction for clients but also streamlining and optimizing integrated marketing processes to support marketing strategies and maximize audience reach.

My love for marketing started in creative departments where I collaborated with cross-functional teams to develop creative strategies for video, design, and animation projects. Over the 8 years I’ve spent in marketing, I have expanded my roles into project and program management, operations management, and producer roles where I increased team capacity by 34.2% and improved project clarity by 49%. Currently, I work as a Marketing Project Manager for Akamai Technologies, where I manage the initiation and execution of Security and Cloud projects and champion collaborative strategy planning between creative teams, content strategists, project stakeholders, and channel SMEs.

I am deeply passionate about improving creative assets and developing tailored marketing solutions through project management and process optimization. My books are open and I’m currently accepting new freelance clients. Please reach out to calliefcreations@gmail.com to schedule a consultation!


Specialties:
Digital Marketing | Project Management | Process Optimization |  Branding | Video Editing | Motion Graphics | Creative Direction | Training & Development | Cross-Functional Collaboration | Team Management

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