Northwestern University - Kellogg School of Management

University of Virginia

Harvard Business School

Executive Coach  -  Digital-First Marketing Executive  - 

McLean, Virginia, United States

Specialties:
-  Specialties:
-  B2C and B2B2C companies
-  Branding, positioning and messaging
-  Business development strategy, partner identification, and negotiation
-  Omni-channel commerce
-  Digital marketing: SEO, SEM. Video, Social Media, Mobile, Content Marketing
-  Customer experience and Market Research

Chief Outsiders is a national strategic management consulting firm, driving growth in mid-sized companies with top-tier, proven marketing executives as fractional CMOs.
Our CMOs have served on the leadership teams of more than 1,000 companies across 70+ industries. We provide CEOs and private equity firms with part-time market-focused senior executives who develop, drive and execute marketing strategy and revenue growth initiatives, with the flexibility and cost advantages of an on-demand project-driven engagement structure.

Chief Outsiders has been recognized for the past seven years by Inc. Magazine as one of the 5,000 fastest-growing privately held companies in the US.
            

    
    

    
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Chief Outsiders

Area Managing Partner, CMO

Support management team of angel-backed company with financial and business decisions. Provide marketing guidance.

Mom Made Foods

Member Board of Advisors

Angel-backed startup offering mobile tire and brake installation. Reported to Board of Directors.

- Increased conversion rate by 30% in 2 months.
- Doubled upsell rate.
- Led all marketing efforts including agency selection, creative direction, media buying for outdoor, radio, print and digital. Rebranded company from TireVan to AutoSquad.
- Directed all promotional efforts, leveraging manufacturer-funded offers.

AutoSquad (formerly TireVan)

CEO & CMO

Led development of new website with Find a Coach search functionality and new content management system. Instrumental team member of 2011 Mid-Atlantic Coaches Conference.

International Coach Federation Greater Richmond Chapter

Board Member

Thinkout Consulting

Principal

Specialize in  providing strategic planning and go-to-market expertise. Help clients leverage technology and employ consumer insights to fuel growth and innovation. Clients range from startups to Fortune 500 and include Verizon, <a href="http://Wine.com">Wine.com</a>, and The Wine Enthusiast.

- Serve as CMO/VP Marketing for several companies leading digital and offline marketing, public relations.
Work with start-up executive teams to author business plans, fundraising materials and go-to-market strategies.
- Conduct market and competitive analysis to identify product, positioning, and sales strategies.
- Develop and execute online and offline marketing strategies to optimize customer experience, generate leads and acquire and retain customers. Specifically, websites, mobile, email, SEO/SEM, display, video, chat, social media, reputation management and content marketing.
- Build wireframes and direct technical and UI design of websites and mobile presence to ensure optimal usability.
- Employ analytics to identify opportunities for efficiencies.
- Evaluate and recommend technology solutions for clients such as CRM, Website, Content Management, email, video, chat, and mobile platforms.
- Directed all online marketing activities for 7 auto dealerships ranging from Ford to McLaren.
- Taught Marketing Strategy at the MBA level at San Francisco State University.

Selected Results:
- Frequently rehired by clients for follow-on engagements.
- Increased online order completion by 20% for Fortune 500 company.
- Led Toyota Dealership from 358th ranking to top 20 and top independent dealer online.
- Rebranded 3 companies, increasing differentiation within each industry.
- Increased enrollment 20% in three months for adult day health center.
- Grew sales pipeline10% in five months for enterprise software firm.
            

    
    

    
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Thinkout

Chief Thinker

Venture capital-backed online startup retailer of pre-owned vehicles.

Led business development, marketing, and customer care. Reported to CEO.
- Directed development of ecommerce infrastructure, business processes and marketing programs to achieve quarter over quarter revenue growth of 30%.
- Designed organization and built marketing organization.
- Structured and negotiated strategic partnerships that ensured targeted ROI.  Closed pay-for-performance deals with online automotive companies including Autobytel, Autoweb and others.
- Selected to present to Joint Economic Committee of Congress at 2000 High Tech Summit.
            

    
    

    
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iMotors (no Longer in business)

President of Online

Directed programming for two leading eretailing conferences, including determining topics and eliciting top speakers. Worked closely with executive of other prominent eretailers to influence legislation affecting digital sales and promotion channels.

Shop.org

Executive responsible for startup online business unit of $9B retailer.  Reported to SVP of Commercial Markets. Recruited and managed bi-coastal team of 35.

General Manager for all business and web site development and marketing for leading ecommerce site targeting small business and home office customers. Managed cross functional teams spanning marketing, merchandising, public and investor relations, logistics and fulfillment, systems development and operations.
- Achieved revenue equal to four retail stores in first year of operation, by optimizing acquisition cost and driving repeat purchases through retention marketing.
- Reached profitability in year one on fully-loaded p & l.
- Met growth, margin and expense goals in year one. Departed with business unit on track to quintuple in second year.
- Leveraged corporate vendor relations to provide industry-leading partnerships for customer acquisition and product promotion.
- Presented at New York Investors’ Conference, resulting in positive financial analyst coverage.
- Key member of online integration team for merger with Viking Office Products.
-  Awarded ComputerWorld e-business of the year, 1999, two Retail Network Innovation and
two CIO Web Business 50/50 awards, plus numerous press accolades.
-  Selected as etailing executive of the year – 1999 by Retail Technology News.
- Named 1998 All Star as top 1% of managers by Office Depot executive team.

Industry Leadership
- Speaker: National Retail Federation, Jupiter Online Shopping Conference, Forrester Research Dynamic Trade Event, Internet Commerce Expo, Comdex, and others.
- Featured in CIO Web Business Magazine, San Francisco Business Journal and numerous other articles across technology, Internet and small business publications.
- Built and nurtured relationships with key industry analysts from Forrester, Gartner, Jupiter, and others.
- Board Member and Conference Chairman for <a href="http://Shop.org">Shop.org</a>. Active member of Association of Interactive Media.
            

    
    

    
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Office Depot

Vice President of Online

Executive responsible for building and managing new media business including <a href="http://Weather.com">Weather.com</a> and distribution of branded content to emerging interactive delivery mediums.  Reported to EVP. Key member of Corporate Executive Strategic Planning Team.
- Authored New Media business plan, securing $3 million in funding for new business unit.
- Created vision, devised strategy, and led development and marketing of <a href="http://Weather.com">Weather.com</a> website.
- Grew site traffic to top five site among news, information, and entertainment sites.
- Built and led 35-person interdepartmental team.
- Created advertising product offering and platform to sell and support online ad sales.
- Pioneered syndication of The Weather Channel branded content via 3rd party devices/platforms. Negotiated distribution deals with email, pagers, commercial online services, Internet delivery devices, kiosks and interactive television partners.
- Developed and managed organization to quarterly financial and strategic goals, ensuring development and management of career and performance plans for all employees.
- Awarded CIO Magazine Web 50/50 award for <a href="http://Weather.com">Weather.com</a>.

Industry Leadership
- Spoke at Interactive Services Assoiation and Software Publishers Conferences
- Member: CTAM New Revenue Committee; ISA Internet and Online Council; Internet Content Coalition
            

    
    

    
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The Weather Channel

Vice President/General Manager, New Media

Directed acquisition, retention, and growth marketing initiatives, matrix-managing with product development, video production, promotion, research, sales, customer service, operations, and technical organization leaders. Responsible for managing strategy development, budgeting, planning and execution of all customer communication vehicles for largest video-on-demand trial in the U.S. Oversaw direct mail, advertising, branding and identity, and monthly program magazine.
- Achieved 8% response rate on acquisition direct mail campaign.
- Consulted to Italian telco on strategy for implementing interactive TV.
- Let initial development o comprehensive content management system, including authoring requirements.
- Won CTAM Mark Award for excellence in dimensional marketing programs.
            

    
    

    
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Bell Atlantic Video Services (now Verizon FIOS)

Director of Marketing

Led professional staff esponsible for marketing programs, pricing, and promotions.
- Directed product enhancement launches including requirements definition, systems development, legal and regulatory compliance, finance, advertising, training, pricing, customer and field communcations and customer service support.
- Created and managed MCI’s first vertical marketing program targeting colleges and universities.  Increased monthly revenue over 160% in two years.
- Supported sales reps with account planning, customer presentations, collaterall creation, and sales training.
- Led trade show planning, presence, and follow up including pre-show direct mail, promotion, booth design, and collateral.
- Negotiated agreements with, and managed four vendors providing billing services to universities.
- Doubled revenue in one year for small business product.
- Assisted with integrating TelecomUSA operations after purchase by MCI.
- Received Executive Vice President, Vice President's, and Director’s awards.
            

    
    

    
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Beth VanStory

Beth VanStory