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 VP MARKETING WORLD GYM

In my role as Vice President of Marketing at World Gym International, I have been at the forefront of driving the brand's growth and evolution within the highly competitive fitness industry. My work has centered on developing and executing innovative marketing strategies that resonate with our diverse, global customer base.

Throughout my tenure, my focus has been on creating and implementing strategies that are both impactful and sustainable, ensuring that World Gym International continues to lead the way in the global fitness industry.

Key accomplishments include:

1. Fitness Program Innovation: I led the design and implementation of a new fitness program that incorporated the latest health and wellness science.

2. Strategic Membership Drive: I engineered a targeted membership drive using personalized marketing campaigns.

3. Global Franchise Expansion: I spearheaded the expansion of franchise development efforts on a global scale.

4. Revenue Growth: I introduced new revenue streams, including personalized training packages and wellness workshops​.

SVP MARKETING TECHNOGYM USA

As the SVP Marketing at Technogym USA, I was responsible for developing and executing a comprehensive marketing strategy that aligned with the organization's strategic objectives. My role included managing brand and risk while ensuring the internal and external brand was optimally aligned.

One of my key achievements in this role was growing B2B and B2C sales via traditional marketing strategies, content, digital campaigns, and customer journeys. This involved leveraging influencers and developing high net worth value clientele. I also designed and implemented effective lead nurturing and conversion campaigns that generated a 65% increase in high-quality leads.

During the COVID pandemic, I refocused the US business to address the growth of remote/home training. This involved developing and implementing digital campaigns customized to fill and grow the lead pipeline with high-quality leads.

Grew sales via traditional marketing strategies, content, digital campaigns, customer journeys, leveraging influencers, and developing high net worth value clientele allowing an increased +$10Mil during COVID.

IRONMAN®️ SR. EXECUTIVE DIRECTOR

Developing a global eCommerce platform and digital application for Ironman triathlon coaches’ certification. Growing top-line revenue programs from coaches and athletes. Managing all aspect of website, builds multi-year strategic plans to deliver growth.

As the SVP Business Unit at Ironman, I developed IRONMAN®️ University's global eCommerce platform and digital application for IRONMAN®️ triathlon coaches' certification and athlete development. I also defined and led the e-commerce roadmap, certified over 3,000 new IRONMAN®️coaches, and built a +5MM business unit in the first 12 months.

I led all digital marketing initiatives, including SaaS, SEO, SEM, email marketing, digital partnerships, and marketing automation, and increased the response rate by 80% while reducing the budget by 50%.

WILSON GLOBAL DIRECTOR OF MARKETING

Directing the Wilson Racquet Sports global brand, marketing strategies and execution. Managing a global marketing team to ensure effective positioning and execution to support Retail, DTC, Digital and sales. 

Developed and launched Roger Federer’s new racquet. Built a holistic digital campaign which: Grew DTC database to + 100k consumers in 4 months.  Sell-in at 65% above forecast.

Developed and executed a robust retail strategy that drove a forecasted +40% growth in DTC sales (+$4M), leveraging deep expertise in retail dynamics and customer engagement. Spearheaded a strategic redefinition of target segmentation, leading to the successful launch of an e-training platform for KOTF. Delivered a +33% YoY increase in sell-in, reinforcing market positioning and driving revenue expansion. 

Established and managed Wilson Tennis Digital Transformation Strategy.

Strategically developed & launched WILSON VIP SelectLaunched Wilson’s e-commerce program by building a VIP Loyalty program for “avid youth” players to convert them into users. Results: over 2,000 “influencers” converted to Wilson. Increased VIP-specific sales.

Reset the brand tone for Wilson Tennis

You don’t reinvent a 100 year old brand. You find its soul and give it room to grow. We crafted an all-new brand book consisting of a design system, photography guidelines, and company culture manual. Much simpler, cleaner, refined look. There is a Vital connection between athlete and the equipment. To show this we imagined a new design language around the W mark, making it prominent. Reinforcing the importance of the game as a whole. W  is THE innovator.

We gave a nod to innovation by adding the subtle gradient and texture to the background.

As a result, we were able to influence everything from website, packaging to hang tags, even branding on the collection itself.

Designed global GTM plan to launch the Sony Smart Tennis Sensor. Active member of the executive team from SONY & Wilson developing and reviewing the technology and product features. Lead executive building the marketing strategy to launch the product in more than 35,000 locations globally.  

POWER PLATE VP PRODUCT AND MARKETING

Senior Marketing executive leading marketing and product management. Defined the five year product roadmap. Created the most profitable and number one product. 

One of my key achievements in this role was developing an extended market research and a 5-year roadmap (B2B and B2C) that led to the successful launch of the 7 Series.

I also introduced the PowerTV, an SaaS video training brand portal, and education programs, including product demos, to increase e-commerce sales from 10% to 45% in just two years. I grew organic traffic by 80% through site optimization and successfully launched the 7 Series SAAS digital transformation, coaching, and education software on the machine.

In addition to these accomplishments, I led the development and execution of the "Brand Global/Activate Local" worldwide marketing initiative, which won the "Cool Brand" award within the UK marketing community.

Overall, my experience at Power Plate International allowed me to demonstrate my ability to develop and execute successful marketing strategies that drive business growth while managing risk and building a strong brand reputation. I successfully launched new products, implemented effective digital marketing campaigns, and repositioned existing products to align with market trends.

STAR TRAC INTERNATIONAL MANAGER

As the Director of Marketing at Star Trac Fitness, I was responsible for leading global product and marketing initiatives. I managed a team of 10 direct reports and oversaw strategic planning, development, and implementation of an e-learning solution delivering marketing communications and product knowledge.

One of my significant achievements in this role was driving a market share increase of 10% and a revenue progression of $40M globally. I led the development of the eSpinner, expanding it to other profiles, and managed the international launch of Nike+ and the E-Series line. Created and managed the international launch of Nike+ and the E-Series line, the eFitness system and the eSpinner. 

Led strategic planning, development and implementation of an eLearning solution delivering Marketing Communications and product knowledge. I grew the network of subscribers to 300 in just four months, which led to a budget allocation to develop a state-of-the-art learning management system. I managed fitness tracking experts, training, and selling the e-Fitness System technology. 

COSMED USA GENERAL MANAGER

As the Managing Director for the Americas at COSMED, I was responsible for managing the full P&L of the company, leading a team of 12. I developed the strategy, go-to-market (GTM) plan, and direction of the company, and I grew the business from $800K to $20MM.

One of my key achievements in this role was developing the Fitmate, a product designed to meet the demand for weight management and physical assessments. I led business development activities, increasing exposure of the brand with product placement in popular shows such as NBC’s The Biggest Loser, Gatorade, Life Fitness, USA Soccer, and Polar.

Managed full P&L responsibilities for the leader in the Sports Performance/Medical Diagnostics/ Rehabilitation market.  

Led business development activities increasing exposure of our brand leading to product placement.

Developed The Fitmate, designed to answer the demand for weight management and physical assessments.