Randi-Sue Deckard 🔬

GTM Leader -Sales/Marketing/CS/Revops🔹Strategy 🔹$1-$100M B2B🔹SaaS & Services🔹Influenced $100M+ in Revenue🔹GirlzWhoSell Mentor & Advisor🔹Pavilion-Co-Chair DFW Chapter🔹Speaker 🔹Advisor🔹Future Author 📚☕️🐾

Why does a Scientist make an awesome Customer Obsessed Revenue Growth Leader? #TheLabMindset

I was literally trained to experiment. Be extremely curious. Test, Refine and iterate! 

Research like a boss and use system level thinking!

It builds resilience (failure = reiterative process to get the desired outcome).

Document like a boss - I was trained if it wasn't written in black ink it didn't happen. 

Data driven decision making. Look for patterns to determine the best "lever" to change.

Embrace Change - always looking for ways to improve productivity/efficiency which help me look at the end-to-end CX (hello, bowtie) and find ways to reduce cost to serve for sustained profitability. 

Process/Frameworks are critical - how else do you design an experiment? (for business =GTM- Revenue Architecture model)

Communication -lots of papers written and one of my ninja skills is simplifying the complex so anyone could understand!

Present my findings and get grilled - Objection & Rejection proofed because I proactively prepared and expected this to occur.

Here's a little bit more about the Professional Me:

Leadership Style 
-Servant Leader
-People first

Strategic & Data Driven Decision Leader
--work with executives & board
--cross functional collaborator
--manage and execute projects

Embrace Change and Being a Change Agent

Trusted Advisor both internally and externally. Love creating raving fans throughout the whole ecosystem.

Great communicator and ninja rapport builder from board - peers- team - customers

Builder
--Teams
--Startups
--New Business Units
--GTM 

Revenue Growth
 --new logo
-- customer expansion
--strategic partnerships
--M&A

Financial Acumen 
--Profitability through retention and sustainable repeatable processes (understand the business unit economics)
--P&L Ownership

Experience with professional services & software solutions

Optimizer and Fine Tuner with Iterative Process improvement mindset 
--applied to GTM, Revenue Architecture and Customer Relationship Management

Growth Mindset
--lifelong learner who's obsessively curious
--personal and professional books & courses
--active in professional communities like Pavilion

High EQ - great mentor/coach

Thought Leader
-podcasts, panels and speaker
-writer & future author

Strategic Advisor for GTM - obsessed about sustainable growth!
-$1-$60M in ARR

Ssh don't tell but I might have an espresso & chocolate addiction according to my hounds who are currently giving me sideye. ;-)

2025 Sprouts "25 Women in GTM" to watch 2024 & SalesIntel "Top 100 & 300 Women" Making an Impact in B2B SaaS

Executive Member and Co-Chair of DFW Chapter

Pavilion, formally Revenue Collective, is a private membership organization for commercial growth operators. Our community is designed to support the professional development of revenue leaders at high growth companies, facilitate the sharing of best practices, and serve as a trusted private community.

Kyle Johnson

Co-Founder

OurTechnology

Helping our homeless neighbors by equipping those who serve them with technology to meet their specific needs.

Advisor

Dwell Bible

Listen to the Bible on the go. God's word read over you.

Pixl Production

The Igniter Company

Directly accountable for end-to-end revenue & lead the organization in the areas of:

Vision & Executive Leadership
   - co-led company through significant leadership & organization re-alignment
   - delivered strategic positioning, updated GTM motion plan, & roadmap vision
   - sole revenue owner with data-driven KPIs & strict ROI targets
   - stakeholder for quarterly owner presentations & investor decks 
   - operationalize revenue efficiency

Marketing
   - SEO/SEM, lead gen, demand gen, automation, content, customer journey mapping
   - produced over $25M in pipeline opportunities
   - repeatedly produced 4x-6x LTV:CAC ratios

PLG motion (sales)
    - self-service acquisition, monetization, & activation
    - full-funnel visibility & accountability
    - pinpointed high-leverage conversion opportunities
    - built fully automated sales funnel that closes over 30%
    - consistently delivered 25%-40% new booking ARR each year

Customer Success
   - adoption, retention, upsell/cross-sell
   - created scaled-success department
   - behavior-based communication triggers producing 10%-20% upsell repeatedly

Revenue, Pipeline, & Unit Economics modeling
    - monetization, pricing, bundling
    - GTM modeling for < $1000 ACV
    - Minimize CAC payback window
    - Maximize LTV
    - ICP segmentation & targeting

Chief Revenue Officer (CRO)

Led a digital transformation of our B2B (B2Church) business that provided the company to dramatically scale revenue while remaining flexible with expenses pre & post-COVID & subsequent iOS 14 changes. Completing the transition from a media company to a multiple business SaaS platform.

Results

- 25% ARR CAGR over 4-year period (’19-’22)
- 60% EBITDA CAGR over 5-year period (’18-’22)
- 6% Average Price CAGR over 5-year period
- 7.5x ROAS while scaling 4x marketing spend 

Highlights

Partnered with Google to participate in their Growth Accelerator Incubator program. Resulted in 2x customer acquisition below our target CPA, maintained 2x return on ad spend, while being able to increase volume with 3x ad spend.

Developed, produced, & accomplished a complete strategic business model overhaul for a newly acquired company. Currently act as Product Owner of the acquired business division.

Formed internal marketing agency to support 3 B2B & 1 B2C business divisions through external hiring & promotions, migrating to a new project management system, & adopting a more collaborative MarTech stack.

Newly appointed as the Product Owner for the largest business division to jump start a key strategic cross-divisional project, led 3rd party content contracts, & other critical business projects.

As a member of the senior leadership executive team, provided strategic recommendations for product updates, pricing changes, customer personas, and future initiatives through data analysis of internal, external, and survey information.

Led organization shift away to Customer Success through a 3-year change management cadence of mindset, education, & supported tool development. Team engagement remains very high, extremely efficient, & aligned with company KPIs.

VP of Marketing & Customer Success

Key Responsibilities: marketing & customer success leadership, GTM strategy, financial forecasting, digital communications, traffic & communication channel management, audience growth, demand generation, acquisition & customer lifecycle. SaaS model performance metrics & company alignment.

Developed a B2B marketing technology stack that consisted of organically fueled multi-channel demand generation, owning the migration of email service providers, building out an automated marketing strategy, creating of an inside sales pipeline, led acquisition model transition from freemium to free trial, and paid traffic optimization. Delivered +30% top-line sales, 35,000 annual leads, 2x new customer acquisition, +15% average price, & +8% retention pre-COVID.

Increased confidence & trust in digital marketing strategy by improving C-suite & executive team visibility to marketing attribution & channel optimization. Allowed for 165%  increase in paid marketing budget that produced 2.8x return on ad spend and set the stage for a dramatically scaled growth in advertising spend & performance marketing during 2020-2021.

Spearheaded SEO overhaul ranging from technical to content marketing. Identified targeted keywords to emphasize in meta data copy & developed content calendars for blog, YouTube, and lead generation landing pages to improve overall rankings. Realized +70% improvement in organic traffic that converted better than average.

Generated innovative promotional ideas & integrated marketing campaign launches that produced over $1.2M (+60%) of top-line revenue to monetize customer LTV to cashflow growth opportunities.

Director of Marketing & Customer Success

Key Responsibilities - Strategic Partnerships, Data Analysis & Performance Financial Reporting, Customer Success & Revenue, Executive Team Leadership.

Developed an internal data analysis & insights reporting structure that gave visibility to key membership KPI metrics (retention, churn, average price, cost per acquisition, demand generation, funnel performance,) as well as financial forecasting on a rolling 12 month basis. Led discussions around performance & strategies for improvement across all areas. Helped transition focus towards a SaaS-model.

Created an industry changing third-party membership royalty structure for the new Igniter Media platform that allowed the company to maintain previous profitability levels. Negotiated & closed 12 third-party producers that expanded the platform's media library by 60% while maintaining licensing expense.

Successfully completed Google Analytics, Google Ads, Facebook Ads, SEO, SEM, & other digital marketing education/certifications to lead an organizational shift towards a data-driven approach to managing & growing the new platform.

Introduced Customer Success to company & developed a multi-year change management transition away from Customer Service focus to improve member relationships & KPIs. Developed incentive compensation aligned with company KPIs to improve vertical alignment for Customer Success & Inside Sales team.

Director Of Business Development

Pavilion

Pavilion (formerly Revenue Collective) is the world's largest career enablement platform, helping high-growth employees unlock and achieve their professional potential. We provide peer-to-peer connections, ongoing training and development, and career resources to help individuals and teams get where they want to go.

Executive Member

JCPenney

Men's & Kid's Footwear ($240M)

Merged and lead integration of two separate business units in November 2015.  Managed Nike, Converse, Adidas, Skechers, Dockers, Nunn Bush, Florsheim and private label growth initiatives with 30 resources and 8 direct reports. 

Facilitated and developed 5-year strategic growth plan for Men’s Footwear leveraging market intelligence, private label capabilities & collaborative partnerships resulting in +5% sales growth & 200bp of profit improvement in the first season after a multi-million dollar CIP to enhance the shopping environment

Spearheaded a turnaround strategy for Kid’s Footwear focusing on establishing core businesses, value opportunities and partnering with Nike to manage product life cycles resulting in 300bp improved sales trend & +12% LY gross profit dollars

Actively created development plans for 8 associates and gained experience in HR strategy through promotions, job eliminations and performance improvement plan processes

Implemented disciplined buying approach by structuring processes & deliverables around milestone meetings to improve our strategic planning, deadline and execution accuracy and collaboration between senior leadership, buying, planning, allocation, sourcing, product development, design, supply chain, marketing, store environment and digital platform

Utilized competitive advantage of internal product development, design and sourcing to create key item programs that provided $1.5M in cost savings by consolidating to a direct-to-factory supplier base and cost engineering while still adding value to the product to enhance the customer experience

Senior Buyer | Director

Men's Underwear, Socks and Sleepwear ($300M)

Managed the second largest volume business with brands like Stafford, Hanes, Goldtoe, Gildan, Fruit of the Loom, Jockey, Nike, Adidas, Dockers and Van Heusen with 10 resources and 5 direct reports.

Partnered with major marketplace brands Hanes, Nike and Goldtoe to create unique product positioning in the mid-tier space that fulfilled customer demands for performance, technology, fashion, value and added a +15% sales increase and 40bp market share increase in Socks

Raised $2.5M in support for capital improvements that provided an enhanced shopping experience and added 2,156 fixtures, 2,100 graphic overlays, 3,300 brand boxes and 28,000 product education signs

Developed strong brand partnerships that allowed the re-negotiation of longstanding margin agreements with all major brands and collected $5.7M in 2015 margin support, +207% LLY and more than 4x the total supplier capital provided in 2013

Coached and trained 4 direct reports to promotion, developed curriculum and taught training classes and mentored 4 semesters of intern/trainee projects

Led and transitioned sourcing model for Stafford underwear to the utilization of 3PL domestic warehousing and western hemisphere sourcing that resulting in reducing the order-to-store lead-time from 5 months to 6 weeks and thereby mitigating risk

Spearheaded best-in-class buying process during Oracle AP/IP integration and Enterprise Buying pilot resulting in highest system utilization and disseminated best practices

Buyer | Senior Manager

Men's Accessories and Gifts ($210M)

Managed 16 independent business categories across both private & national brands like Stafford, Dockers, Levi's and Columbia during Ron Johnson's transformation strategy with 7 resources and 3 direct reports.

Men's Dress Shirts & Neckwear ($250M) | Men's Accessories & Gifts ($225M)

Managed all P&L metrics down to brand/category level that included seasonal forecasting, vendor margin agreements, receipt timing and markdown optimization.

Developed sophisticated MS Excel financial modeling tool. Company was utilizing time-consuming manual processes for forecasting sales for 4 business units & 42 sub-units. Successfully designed and tested fully-integrated MS Excel modeling tool with historical curves, receipt & markdown inputs and known disruptors. Improved forecasting accuracy & efficiency.

Financial Planning Manager

Men's Traditional Collections (American Living/Ralph Lauren, Izod, Joe by Joseph Abboud, Island Shores)

Associate Buyer | Manager

Senior Assistant Buyer | Senior Specialist

Macy's

Men's & Women's Footwear, Women's Sportswear, Men's Premium Denim

Assistant Buyer | Specialist

May Company Department Stores

Executive Internship Program

I'm a revenue & marketing leader who thrives in crafting solutions to complex problems such as self-funded  growth from $1M to $10M ARR by building internal processes, teams, strategy, & execution in digital marketing operations & automation, inbound marketing, performance marketing, and financial forecasting.

Results

- 25% ARR CAGR over 4-year period (’19-’22)
- 60% EBITDA CAGR over 5-year period (’18-’22)
- 6% Average Price CAGR over 5-year period
- 7.5x ROAS while scaling 4x marketing spend 

As the Chief Revenue Officer, I've been given the privilege of wide-ranging digital marketing leadership and product management experience while leading dramatic improvements in productivity, efficiency and performance metrics. Including 150% increase in annual recurring revenue, 4x customer acquisition, 10x EBITDA, and managing 7 direct reports across digital marketing, Sales, and Customer Success departments. Reporting directly to CEO.

Skills in strategic planning, B2B, demand generation, conversion optimization, customer journey, program & project management, executive presentations, systems solutions, cost control, financial analysis and negotiation that can be applied in a variety of marketing/corporate strategy/leadership roles. I've contributed by:

- Strengthen organizational value propositions, brand stories, and GTM strategy
- Lead digital marketing organizations to focus on customer needs and solutions
- Integrating product, promotion, and pricing to better meet customer needs
- Align internal teams across UX, engineering, marketing, sales, and executive team to deliver exceptional products

Received a BS degree in Business Administration with a dual concentration in Finance & Marketing and a minor in Economics from Truman State University.

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Randi-Sue Deckard 🔬

Kyle Johnson

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