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

KingSmith WalkingPad

I am fortunate to be in a position to orchestrate a harmony of teamwork across the globe for the KingSmith WalkingPad family of home-fitness products. As a team we are excited to bring a suite of innovative products to the world and elevate the lives of everyone we come in contact with through wellness.

Global Marketing Director

Hakes Brothers

I have the pleasure of being part of marketing and sales teams. Working together to improve what we do and make the best experience possible for the individuals and families buying our beautiful homes.

Lead multi-regional marketing, advertising and sales efforts to coincide with division goals.

Director of Sales and Marketing

- Lead the NordicTrack omni-channel brand marketing efforts resulting in record breaking revenue and brand growth.
- Direct oversight of direct eCommerce, retail and retail eCommerce marketing initiatives along with social media and influencer marketing efforts.
- Support the naming and development of 40+ new fitness products annually, collaborating with product development and sales initiatives.
- Provide full-funnel marketing strategy and execution of said strategy to market existing and new NordicTrack home fitness products across all channels on a global scale.
- Directly manage the creation of new photography, videos, web copy, retail signage and promotional elements and countless other elements to arrive a complete conversion funnel of assets to be used on all advertising platforms.
- Manage a team of 7 consisting creative director, web and graphic designers, copywriters and marketing coordinators to execute countless projects and new initiatives.
- Inspire vision and organization to arrive at consistently new and fresh marketing initiatives to stay ahead of the competition.

NordicTrack Senior Brand Marketing Manager

As NordicTrack Brand Marketing Manager the long list of experience begins with the following:
- Telling powerful profit driving marketing stories of fitness and human power. Leading a team consisting of an art director, print designer, web designers, graphic designers, copywriters and junior brand manager, to accomplish internal vision and drive groundbreaking revenue. 

- Oversight of all marketing initiatives responsible for nearly $300M annual revenue, with challenging budgets. Pushed through challenging internal obstacles and political navigation and external difficulties to achieve success despite the ever-looming challenge. 

- Leading concepting, presenting, designing and executing content creation and delivery of  multi-channel marketing campaigns. Multi-channel marketing strategy includes large global retail partners (Sears, Mattress Firm, Sleep Experts, Aafes, Nexcom, Costco, Liverpool, Siman), large E-commerce partners (Amazon.com, Sears.com, Liverpool.com), internal direct business support (NordicTrack.com), Broadcast Media projects (HGTV, DIY Network, Today Show), social media, print media, direct mail program, CRM and more. I am constantly supporting special projects with the NordicTrack brand working directly with the CEO, CMO, COO and other executive officers.

- Executing media, photo and video production on both large and small scale. Budgets vary from small to multi-million dollar projects both in studio commercial sets and on-location around the nation including Hollywood. I have played multiple roles within these productions including Marketing Manager, Producer, Art Director, Director of Photography even Grip and Set Styling, there is no job too small or too dirty.

- Producer &  Director of America's Got Talent project, Steve Harvey Charity Ride, HGTV Smart Home sponsorships, DIY Network I Want That show integration as well as hundreds of specialty projects.

NordicTrack Brand Marketing Manager

Buying Collective Holdings, Inc.

- Managed 200+ direct vendor accounts and oversaw all elements of on-going business. 

- Referenced trade tools including: Google Analytics, Salesforce, Dropbox, Magento CRM, Royal 4 ERP and Microsoft office.

- Controlled decision making by way of custom reports and models.

- Recruited 400% additional promotional funding over previous fiscal periods through powerful relationship management.

- Negotiated promotional efforts and pricing with large food manufacturers including Nature's Path, Eden Foods, Annie's Homegrown, Amy's Kitchen, Happy Baby, Angie's Popcorn, Bob's Red Mill and many others.

- Maintained a relationship of trust and transparency that drove mutual benefit and partnership growth. 

- Drove sales and membership growth in an on-going battle to achieve the vision.

- Juggled bowling balls and coordinate efforts of all team members including support team members, design team, copy writing team & product maintenance/acquisition team. 

- Evaluated and monitored pricing projects and responded to market fluctuation, assuring net profitability.

Marketing Manager & Vendor Promotions Manager

- Manage 200+ direct vendor accounts and on-going business. 

- Negotiate promotional efforts and pricing. 

- Maintain a relationship of trust and transparency that drives mutual benefit and business growth. 

- Drive business growth through use of custom Excel models, Marketing campaigns and promotionsl vehicles. 

- Back end E-Commerce Magento site management. 

- Client/Vendor relations using Salesforce.com and custom data management models. 

- Application of SEO improvement techniques and results optimization.

- Manage all elements of Direct Email Campaign including ideation, creation, design team management, project review, promotional product pricing, delivery. 

- Archive creatives and harvest metrics including, open rate, click-through rate, sales creation. Collect metrics for macro analysis.

Brand Manager, Promotions Manager and Email Coordinator

NeONBRAND

- Drive company growth and expansion through Marketing efforts and managing structured campaigns. 

- Provide tips and ideas on how to grow small to medium sized companies.

- Social media consulting, website consulting, marketing consulting.

- Responsible to oversee clients and maintain relationships.

- Mangaged Infusionsoft campaign manager.

- Daily innovative creation of record setting Marketing strategies to integrate multiple elements of Online Marketing , Offline Marketing, Social Media, SEO, Website Creation, Application Development and other critical momentum driving elements.

Account Manager & Marketing Consultant

Melaleuca

- Led a team of 13 bilingual individuals to excel in meeting the company goals of enhancing the lives of others through incredible customer service. 

- Cultured a team environment of dedication to excellence. Improved team performance from being the least performing team to the top performing team in a 4 month period. 

- Improved sales and promotions by 55%. Led the company in cross promotions and up-selling. 

- Led by example and dedication to serving the team through personal sacrifice and genuine care for their success.

- Conducted business in fluent Spanish, both written and spoken.

Spanish Team Supervisor

Northwestern Mutual

- Financial Representative with Northwestern Mutual. 

- Responsible for creating lasting relationships of trust. 

- Developed skills in meeting with professionals and providing resources in the form of education about Life Insurance and Retirement plans amongst other financial tools.

- Received extensive training around Life Insurance, Health Insurance and Financial planning.

Financial Representative

iDetail IBC

- Acted as CEO to drive the creation, implementation and continued growth of iDetail a small business on Byu-Idaho campus.
 
- Oversaw all decisions and performance of 24 individuals in various departments including Finance, Operations and Marketing. 

- Achieved the highest-ranking for on-campus businesses in the10 years of the program in addition to the single most profitable day in the history of the program.

BYU-Idaho

- Managed a team of 5 to provide memorable customer service at the on-campus ice skating rink. 

- Led the organization of inventory and maximization of inventory duration.

- Improved the sales process and added levels of fun and unforgettable experiences. 

- Sacrificed precious hours of study to maintain and improve the ice rink. Responsibilities included the removal of snow and applying new layers of ice with a fire house. *(it is more fun than it sounds, a fire house on ice.)

Ice Rink Team Manager

The following sums me up:
Love of life, food, fitness, people, technology, culture, nature and the beautiful things to been seen and discovered in the world. I'm driven and motivated to achieve great change in the world. 

Passionate about business efficiencies and pushing through challenges to arrive at incredible growth and bring about good in the lives I come in contact with. Driving sales and awareness through innovative marketing, business development and brand management. 

Continue a profession that provides for our needs but allows me to help others along the way. Joy comes from bring about good and serving others!

Specialties: Innovative Marketing, Website Creation, Brand Management, Content Generation and Storytelling, Branding, Leadership, Photo Shoot Production, Influencer Marketing, Team Management & Development,  Motivation, Sales Analytics, Integration of Data into Marketing Strategy and Execution, Problem Solving, Personal Interaction, Crucial Situation Resolution,  Technology Integration with System Efficiencies, Seeing the Big Picture and Driving the Small Details to Get There.

taplio

The Battle

Chase Watterson

Ty Taylor

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