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

• End-to-end development of Corporate Partnership Program 
• Business development of all program aspects including revenue forecasting, lead generation and partnership management 
• Develop product roadmap, working hand-in-hand with Product and Engineering teams from conception to delivery 
• Develop promotion and marketing materials in alignment with brand and business strategy and goals 
• Account Management of all key accounts

Subscription Partnerships

• Serve as escalation point for complex problems requiring cross-functional collaboration, resolution and project management 
• Tracking and management of key business initiatives, reporting status to Senior Leadership 
• Event planning 
• Development and roll-out of AOP
• Creation and communication of aligned company values, focusing on being a vision-led and values driven organization 
• Creation of meeting materials, including board decks and partnership and sales presentations 
• Budget reporting & management of $MM budget 
• Internal Communications strategy

Chief of Staff, Commercial

Goal: Encourage engagement throughout the employee lifecycle beginning with recruitment.
• Defined full scope recruiting process for the iFIT Team 
• Managed a team of recruiters and talent acquisition specialists, streamlining various processes and systems for high volume hiring > 30 team members/month
• Built a robust and detailed onboarding process
• Created and implemented various efficiencies to our existing recruiting and hiring process. Decreased time-to-fill by 30%
• Creation of company culture deck  
• Creation and management of management and employee resource portals
• Oversaw employer brand initiatives 
• Created and successfully rolled-out Performance Management and Feedback System, Personal and Company OKRs, and 360 reviews 
• Implemented various employee engagement initiatives and reward programs. Managed employee feedback. 
• Created an employee helpdesk ticket system used to manage hundreds of employee requests
• Organize and execute company wide events for 200+ employees. Arrange travel, lodging, workshops, and various activities.

Talent Management, People Operations, Executive Assistant

• Assistant to iFit Director, CTO, Creative and Marketing Directors 
• High volume scheduling and calendar management 
• Solely managed talent acquisition and onboarding of over 75 employees in year 1 
• Extensive experience using ATS and HRIS
• Office assistant managing local and 80% remote team 
• Arrange travel for up to 150 employees/annually 
• Encouraging employee engagement through organizing various in-person and remote events and initiatives. 
• AP and company expense report management 
• Inventory management

Executive Assistant

Global Connect

Board of Directors - Operations, Partnerships, Charitable Giving

Crumbl Cookies

Multi-Franchise Owner at Crumbl Cookies in Seattle, WA
- Operations 
- Promote a positive employee experience through intentional hiring, training, and employee development 
- Scheduling 
- Payroll

Franchise Owner

State of Utah

Managed filing of civilian court cases for civil, domestic, and criminal law

Judicial Assistant

Deseret Industries 

Worked to promote development goals for associates founded on pre-existing conditions, experiences, and current abilities  
Collaboration with job coaches to encourage appropriate behavior and positive work ethic for associates that coincides with their current development plan.

Employee/Associate Development 

Switchpoint Community Resource Center 

Assisted homeless clients in job searching, resume building, and interview skills 
Connected homeless individuals with various social service resources

Resource Specialist

Southwest Behavioral Health Center

Youth Behavior Specialist 

Washington County Public Defender

Assisted in case work regarding Juvenile Delinquency and Child Welfare and attended weekly family support meetings to evaluate progress and set new goals in the family system

Public Defense Intern 

Strategic thinker, problem solver and dot-connector. 

Using my passion for people and process to increase organizational effectiveness. Establishing process, driving accountability and optimizing teams is what I do best. 

I consider myself a versatile team player with the ability to adapt to new areas of work with varying complexity. I love to roll up my sleeves and dive into the details of large issues while maintaining the ability to conceptualize and present at a high-level to leaders and key stakeholders. 

Key competencies: Process Management, Project Management, Organizational Effectiveness, Engagement, Operations, Cross-Functional Alignment, Communication, SaaS Management, Vendor Management, Visualization, Event Coordination, Nonprofit Management, Partnerships

taplio

The Battle

Chase Watterson

Emily Baldwin

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?