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

Coastal Cloud

Coastal Cloud is a Salesforce expert partner providing consulting, implementation and managed services for businesses, nonprofits, and the public sector. I support the Marketing Cloud team as a Senior Project Manager.

Senior Project Manager

UFacilitate

Through UFacilitate, I work with leaders to facilitate engaging and transformative experiences that bring about Connection, Collaboration and Co-creation. We believe that facilitation is a critical 21st Century leadership skill, and I also help to spread this skill to leaders in different organizations and sectors through the UFacilitate Coaching Process.

Facilitation Coach & Consultant

Hive Over Matter

Driving mental wellbeing through supporting connection between our true selves and our personal and professional relationships; to help women find radical joy in their careers and their lives.

At Hive Over Matter, we are on a mission to counteract the effects of work trauma that result from disconnectedness in morale, workplace culture or overall highest well being. Finding work life balance takes work. We want to support all those, and especially BIPIC women who move through the compound stressors of racial burnout within homogeneous work environments. We are here to create a culture of connectivity that fuels power, energy, and equity and to help you find radical joy in not only your career - but also in your life.

The Griots Podcast

This podcast is about releasing the burden of Black trauma and embracing creative ways to heal and recharge. On it, you will hear stories from American Griots that affirm, inspire, liberate, and restore us. Stop stuffing yourself into boxes that no longer fit.

Executive Content Director & Co-Host

• Responsible for hiring and developing a team of 5 to oversee a portfolio of 75 people, establishing the Member Experience Program Management Office structure, training resources, technology, and continuous process improvements to support member experience
• Introduced lean agile project management, standing up the role to meet the specific needs of the organization
• Direct a team of project managers, working directly with product, content, revenue, marketing, and engagement departments to create a roadmap process with end-to-end prioritization to support successful project portfolio management
• Established continual communication with senior leadership, providing guidance through change management coaching to secure understanding of innovative, scalable solutions
• Integral in implementing systems and business process improvements, producing executive reporting, including areas of prioritization, road mapping, tracking, and data analyzation
• Initiated use of the existing organizational project management tool, Asana, training the team and applying methodology for 3 separate rollouts, resulting in increased ROI by 135% within the last 12 months
• Lead the department through management of projects and designing the workflows to achieve $10M in revenue month over month
• Spearheaded the execution of one of the organization’s Big 4 events, establishing roadmap weeks in advance, resulting in $1.4M in revenue and surpassing the $1M target for the Memorial Day promotion
• Optimized the planning, execution, and measurement approach of the Challenge product, expanding the product and its reach, providing delivery of 30K+ additional workouts month over month with a direct correlation with retention
• Map internal and external user journeys, create use-case scenarios and align intersecting stakeholder needs, focusing on removing any roadblocks and creating a smooth experience across systems

PMO Director of Member Experience

I show leaders how to welcome alignment and ease into their workflow so that they can move with purpose. I help teams tap into a joy that fuels them, beat burnout and streamline processes so they can drive results that grow their bottom line. I LOVE what I do and who I get to do it with.

Senior Experience Campaign Manager 

Blending my love for marketing, community building, storytelling, and health and wellness into one amazing role that allows me to create campaigns that inspire and retain our most valuable relationships - our members.

Campaign Manager - Retention

Bisk

• Directed a team of 20 and managed a portfolio of clients, delivering universities such as Villanova, New England, and Notre Dame end-to-end marketing, enrollment, and LXD design for online course development
• Created omnichannel digital marketing campaigns to navigate traffic and conversion, targeting prospects throughout the marketing funnel from brand awareness to customer retention
• Established brand guidelines, creative direction, and portfolio expansion, securing a successful online presence for the ground-based universities
• Oversaw the project planning, execution, and performance, maintaining KPIs are met within scope, budget, and on time
• Functioned as liaison between the client, providing guidance and direction to the team to ensure product delivery
• Utilized expertise to direct the ongoing strategy engagement and change adoption, assisting the high-performing cross-functional teams, empowering and inspiring successful performance
• Drove influential revenue growth, reaching $1.5M through accelerated business development efforts

Senior Brand Marketing Strategist

DeVry University

• Directed the end-to-end enrollment process for incoming students into the university, utilizing soft skills to ensure a successful match between the student and the school, achieving a 90% success rate to enroll
• Facilitated training, development, and coaching to other enrollment specialists, setting up top-notch performance throughout the department
• Implemented program evaluations, gaining insight and information needed to improve both individual and program performance

Senior Enrollment Manager

Prudential Financial

Insurance Account Manager

Interfaith Strategy for Advocacy and Action in the Community (ISAAC)

• Recruited to oversee the event planning, program implementation, and leadership development for the grant-funded 501c3 program, growing the organizational membership from 9 members to 33 within a year with a regional presence
• Initiated research to gather data and insight into member needs, identifying roadblocks and creating various solutions to assist them in becoming more effective
• Built up a regional organization through coaching, developing, and leading volunteer leaders as a national trainer to build a very influential region

Program Director

I am a Senior Project Manager at Coastal Cloud, a Salesforce expert partner that provides consulting, implementation, and managed services for various clients. I have 15 years of experience in transformational project management, with a Salesforce Marketing Cloud Email Specialist certification and a Master Certificate in Lean Enterprise Solutions from Villanova University.

In addition to my role at Coastal Cloud, I also run two businesses that reflect my passion and mission to facilitate engaging and transformative experiences that bring about connection, collaboration, and co-creation. Through UFacilitate, I work with leaders to develop their facilitation skills, a critical 21st-century leadership skill, and to design and deliver impactful workshops, events, and trainings. Through Hive Over Matter, I support the mental wellbeing and career joy of BIPOC women who face work trauma and racial burnout, using coaching, podcasting, retreats, and scholarships.

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The Battle

Chase Watterson

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