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

The Beachbody Company

• Pioneered the integration of AI tools like ChatGPT by creating prompts and complementary briefs, reducing project turnaround times and improving overall efficiency
• Streamlined the review process with AI to quickly catch errors in complex legal documents.
• Leveraged ChatGPT and other AI tools to nimbly adapt to rapidly shifting priorities.
• Designed and implemented new workflows to clarify marketing objectives, streamline execution, and meet deadlines.
•Co-developed the company’s network tone and style guide, ensuring cohesive messaging across teams and platforms.
•Created engaging training guides and FAQs, empowering team members to effectively support customers.
•Delivered compelling social media content tailored for an online community of independent Coaches, driving engagement and brand advocacy.

Senior Copywriter / Marketing Manager

• Wrote the top-performing promotional email in iFIT history.
• Streamlined content creation by introducing templates and efficient workflows, enabling quicker delivery without compromising quality.
• Mentored junior copywriters by providing constructive and actionable feedback on projects, especially as related to channel-specific best practices.

Senior Copywriter

• Wrote promotional, transactional, and engagement emails, as well as blog posts, SMS, and web copy, driving fitness enthusiasts to take the next step in their journey.
• Ensured consistency in brand voice across all customer touchpoints.
• Actively supported the team through proofreading, brainstorming, and taking ownership of collaborative projects under tight deadlines.

Copywriter

Vionic Group

• Provide engaging, on-brand copywriting and copy editing for email creative briefs supporting company goals and initiatives. 
• Strategize, write, deploy, and analyze newsletters, promotions, loyalty series and transactional email campaigns through Email Service Provider (ESP). 
• Coordinate seasonal updates to automated and transactional emails.
• Launch new A/B tests, analyze results, and identify actionable opportunities and best practices to improve campaign performance.
• Optimize lifecycle programs through testing of subject lines, call-to-actions, copy, content and templates.
• Build campaigns, query database for segmentation, set up tests and edit HTML in ESP and Predictive platforms.
• Import new subscriber lists, manage subscriber opt-outs, profile updates, and other changes to maintain list hygiene.
• Analyze and report on key marketing metrics, the impact of segmentation, and campaign optimization tactics to ensure campaigns are meeting business goals.

Email Marketing Specialist

• Manage B2B email campaigns from design to launch in MailChimp.
• Manage social media strategy, including the development of Content Calendar, as well as scheduling posts on Facebook, LinkedIn and Instagram through HootSuite.
• Build content calendar, determining appropriate timeline for posting, engaging and optimizing content for each platform.
• Promote merchandise and Continuing Education courses through social and web advertising.
• Identify opportunities in social trends, influencers, and new platform features and recommend next steps based on business goals and targets.

Senior Medical Marketing Coordinator

• Build app for medical consumers.
• Promote merchandise and Continuing Education courses through social and web advertising.
• Develop relationship with buying groups to increase awareness and convert members into new accounts.
• Attend tradeshows and conferences as needed, assisting attendees in booth. 
• Track inbound leads with Salesforce CRM to support Medical Sales Reps in the field.

Marketing and Medical Sales Coordinator

Autumn*Olive Boutique

• Developed brand image/voice, and created engaging social content to advance brand.
• Managed content calendar reflecting new products and content marketing.
• Managed daily publishing across Facebook, Instagram, and Pinterest. 
• Provided high-visibility customer service in response to queries and complaints across social media platforms. 
• Created and managed promotions, referral programs, and contests to maximize engagement and recruit new customers. 
• Researched and monitored competitors and influencers operating in the social media space.

Social Marketing Lead

Stitch Fix

• Write personalized notes addressing each client’s style concerns with sensitivity and authority.
• Understand customers desires and select appropriate items to send them in each Fix.
• Identify opportunities to delight customers who may be receptive to extra customer care.
• Review customer feedback and escalate issues and trends in returns to Customer Service.
• Maintain awareness of fashion trends and style influencers.

Remote Stylist

American Society for Microbiology

• Created and implemented comprehensive marketing campaigns inclusive of campaign planning, style guide development, campaign execution, and management, and subsequent monitoring. 
• Wrote copy for and copyedited emails, flyers, brochures, articles, and other publications. 
• Lead alignment of cross functional teams to meet milestones and deadlines.
•Developed, managed and updated production timelines and schedules.
• Managed the creation of B2B sponsorship collateral for each event and ensured compliance with society standards through each step of the process.
• Responsible for fielding queries from B2B sponsors regarding promotional opportunities and billing.
• Increased completion rate of attendee satisfaction survey by implementing current best practices.
• Worked cross-functionally to improve quality of survey data collected by standardizing surveys to allow for comparison between events and departments.
• Increased email click-through rate by 35% and decreased opt-outs by 60% through strategic market segmentation and improved formatting.

Marketing Assistant

Women for Women International

• Wrote articles for organizational promotional newsletter covering progress in areas served as well as profiles highlighting the success of particular women in the program.
• Proofread and edited materials for online and print publication.
• Supported donor cultivation and retention by processing gift cards, acknowledgements, and other aspects of customer service.

Marketing And Development Assistant

National Gay & Lesbian Chamber of Commerce

• Evaluated applications for compliance with supplier diversity certification requirements.
• Coordinated travel logistics for staff members.
• Provided greeting, set-up, and clear-down of national fundraising dinner for over 600 attendees.

Operations and Logistics Intern

AmeriCorps National Civilian Community Corps

• Recruited candidates throughout the Midwestern United States through outreach events.
• Led four “Trail-Building” groups of ten individuals, evaluated team capabilities and created and executed strategies to develop targeted team skills. 
• Implemented academic and social enrichment programs for low-income primary schools.

Corps Member

I’m a big believer in leaving things better than I find them; whether that is an abandoned cart email journey I’m revising, fellow copywriters I’m mentoring, a trail I’m walking, or a dog I’m fostering. I’ve never been on a team where I haven’t taken on the challenge of streamlining a process or drafting templates to do some heavy lifting – and I never want to be. 

Writing flat copy is a challenge when you're inspired by what you do. After a decade of writing email, blog, web, and more for fitness, fashion, medical, and non-profit industries, I’m of the opinion that everything is interesting when you dig into it. 

Clifton Strengths Signature Themes: Input, Learner, Individualization, Achiever, Ideation
Myers Briggs: INFJ Advocate
Love Language: Acts of Service
Capricorn Sun, Aries Moon, Cancer Rising

Contact: Christina.M.Padron@gmail.com

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The Battle

Chase Watterson

Christina Padrón

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