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

I work with various clients to bring their stories to life through strong strategies and compelling copy.

Freelance Writer, Marketer, & Strategist

Aimpoint Digital

I led and executed the content strategy and developed impactful marketing content to raise awareness, generate and nurture leads, and speed up the sales funnel.

Content Marketing Manager

United Credit

Created and brought to life a comprehensive content marketing strategy to drive leads, increase revenue, and establish a positive relationship with new and prospective merchants. Implemented a comprehensive rebranding strategy encompassing diverse communication programs targeting both internal and external stakeholders, resulting in increased brand recognition, improved customer perception, and a 15% growth in market share.

Successfully launched targeted email marketing campaigns resulting in a 20% increase in click-through rates and a 15% boost in overall sales.

Developed and executed a content strategy that increased website traffic by 120% within six months, resulting in a significant growth in organic lead generation.

Completely revamped unitedcredit.com to optimize SEO through copy and blog posts, resulting in first page ranking for over 1,000 unique keywords.

Led a team in revamping the company's social media presence, resulting in a 50% increase in follower engagement and a 25% rise in brand awareness.

Wrote and developed 25+ new pieces of persuasive sales collateral, contributing to a 40% increase in sales conversions and a record-breaking quarter for revenue.

Director of Marketing Communications

Promoted to a leadership role overseeing a team of 6 copywriters and graphic designers.

Edited and wrote compelling B2C copy for an audience of 6.4 million members.

Led strategy for the brand's global presence, from email and SMS to web copy and social media.

Creative Lead

Promoted to a lead position to oversee a team of 3 copywriters.

Wrote and edited copy for all B2C efforts aimed at the company's 6.4 million members

Fostered a sense of community through strategy aimed at building community and increased monthly workouts by 15%.

Experience Team: Chapter Lead

Worked as a senior copywriter, creating B2C content for the company's 6.4 million members.

Fostered a strong, positive relationships with current customers through concise, helpful, and compelling copy. 

Worked on a team of copywriters and designers, focused on creating a quality experience for current customers to build loyalty and ensure overall product satisfaction.

Senior Marketing Copywriter

The Connor Group

Led internal and external content marketing initiatives to drive traffic and increase sales through SEO/SEM strategy.

Marketing Manager

Exhibit Concepts, Inc.

Responsible for all content marketing and social media initiatives to drive traffic, engagement, and leads. Led all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, retention, and positive customer behavior.

ChangeUp, Inc.

Transitioned from exclusive work for Pure Madness Chocolate to a shared role with ChangeUp, Inc. 

Established and managed the overall internal and external marketing communication plan for the organization, via strategic objectives and consistency of messaging. I researched new opportunities to elevate the company and worked to build the business through the successful execution of marketing objectives.

Worked directly with retail clients to support copywriting and marketing initiatives through tone of voice and brand consistency across platforms.

Marketing and Social Media Strategist

Sidney City Schools

Managed all external and internal communications to promote a favorable image of the Sidney City School district and Shelby County local schools. Fostered a public understanding of district mission, policies, programs, services, activities, goals, and accomplishments.

Communications Coordinator

In a world where patience is short and characters are limited, it's important to make every word count. I have over 20 years of experience in marketing and content, working to capture the attention of prospects and clients. More than anything, I love a good story. 

My passion for writing drives a distinct perspective on speaking to consumers and standing out from the crowd. It's all about bridging the gap between a physical experience and an online presence through a strong strategy.

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The Battle

Chase Watterson

Emily Doenges

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