San Francisco State University

Marketing + Technology Executive

🌟 Honest Marketing Expertise for Your Business Growth 🌟

Hey there! 👋 I'm passionate about marketing and committed to assisting businesses like yours to achieve sustainable growth. Spanning various industries—from beauty to fitness, wine, retail, technology, and even cannabis—I've successfully launched and expanded brands that deeply resonate with their audiences.

Here's what I bring to the table:

🔍 Marketing Strategy: Tailoring strategies to your specific business objectives, ensuring they authentically connect with your target audience.

🛠️ Marketing Technology + Operations: Streamlining marketing processes and utilizing the right tools to enhance efficiency and effectiveness.

🚀 Go-to-Market: Collaborating on a robust plan to introduce your products or services in a captivating manner that creates an impact.

🛒 Ecommerce Stewardship: Elevating your online presence with strategies to boost sales and enhance your ecommerce strategy.

💡 Growth + Performance Marketing: Delivering tangible results through targeted strategies to maximize growth and performance.

📝 Content Marketing: Engaging your audience with original content that forges meaningful connections with your brand.

🔄 Lifecycle Marketing: Nurturing customer relationships through curated, engagement-focused marketing initiatives.

📊 Analytics + Reporting: Utilizing data insights to track progress and inform decisions, continually refining and optimizing your marketing efforts.

Thriving in dynamic environments, I prioritize innovation and creative problem-solving to tackle your marketing challenges head-on.

If you're seeking a genuine partner to drive your business forward, let's connect! Reach out, and let's discuss how I can support your journey to success.

Hackett Consulting, LLC.

Independent Marketing Consultant

Led Cultivation, Distribution, Manufacturing, Sales, Security, Human Resources, Creative, Marketing, and Brand.

Napa Valley Fumé, LLC.

President

Napa Valley Fumé is a vertically integrated cannabis company based in Napa, CA. The company's mission–Planting Trees for Future Generations–comes from its vision to plant seeds to grow a brighter future for cannabis by bringing the most innovative products and experiences to market. Its first brand–LAKE GRADE–entered the market in July 2019 and its proprietary strains quickly became one of the most popular sun-grown cannabis on the market. In August 2021, Napa Valley Fumé launched its flagship brand–fumé–for those who seek an elevated cannabis experience. 
 
Napa Valley Fumé is dedicated to giving back to the local community and having a world-positive impact. The company partnered with One Tree Planted, to help with the reforestation efforts in Northern California, and The Last Prisoner Project, to make sure that every cannabis prisoner is released, welcomed home, and supported by their community.
 
To learn more, visit www.fumebrands.com. www.lakegrade.com, www.enjoyfume.com

CMO + Head of Compliance (METRC)

Oversaw Performance + Engagement programs, PR + Social, Marketing Technology + Operations, Ecommerce, US and International Websites, and both the Amazon Vendor + Seller Central channels. 

Highlights:
- Supported two strategic product launches with PR, Paid Media, and Social programs designed to introduce, differentiate, and drive adoption with existing customers and build interest with new users. 
- Full marketing program reset shifting targets from home to school and introduced a B2B marketing program. 
- Replatformed from a homegrown website to a network of sites in order to support our US and International markets. 
- Led a complete website redesign from IA to UX, which resulted in a 134% increase in site conversion rate vs same period prior year, a 116% lift in page views YoY, a decrease in bounce rate of 44% YoY, and the average session duration increased by 87% YoY. 
- Introduced lifecycle marketing programs designed to drive an increase in monthly engagement, brand advocacy, and higher customer LTV. 
- Identified opportunities and implemented adjustments to help grow the company’s Amazon channel, exceeding forecast while maintaining margin.
- Advocated for data consolidation across the organization. Resulting in the selection and implementation of Salesforce to support our ‘single source of truth’ project.

Wonder Workshop

VP, Marketing

Developed overarching Marketing strategy, hired and managed a high-performing digital marketing team, and set strategy for multiple boutique agencies for Paid Media, PR, Social, and web development. 

Responsibilities included:
- Go-to-Market 
- Sales Forecast + Channel Planning
- Marketing Stack
- Marketing Operations 
- Planned and executed key industry trade shows and consumer technology events (IFA, CES, LA Auto, Detroit Auto, SXSW) with multiple installations and complex partner integrations.

Responsible for the day-to-day management and overall strategy of the Ecommerce, Customer Acquisition + Retention, and Marketing Analytics functions at Lyve.

Defined and managed the IA, UX + Visual design and the engineering build out of the Ecommerce and CRM platforms for the company. Developed the paid and earned marketing strategy. Worked with external agencies to activate, scale, and optimize programs for efficiency. Transitioned from NetSuite's SuiteCommerce platform to Digital River during Q4 2014 Holiday in order to improve operational costs and allow for third party fulfillment integration. Project delivered on time and without any downtime for the web store.

Selected and integrated a versatile marketing stack comprised of: NetSuite, MailChimp, Optimizely, Olark, Zendesk, Google Analytics, Apsalar, and Mixpanel to deliver data-driven marketing campaigns for conversion to sale and mobile app downloads. 

Recruited and managed a high-performing team of Ecommerce and Marketing experts who delivered weekly sprints on time and budget.  

Developed user acquisition strategy and optimized media spend to achieve +50% above plan for new accounts in H1 2015.

Reduced paid program CPA by 87% through 1st party look-a-like modeling, retargeting, and new segmentation testing based on channel data and consumer insights. 

Part of a six-person cross-functional growth team focused on user engagement and retention. Delivered over 100 vetted product features and enhancements to increase time in app, frequency of use, and long-term retention.

Note: Lyve was acquired by Seagate in August of 2015.

Lyve

Sr. Director, Ecommerce + Customer Acquisition

Responsible for TastingRoom’s Ecommerce + Marketing strategies, including consumer channel management, user experience, branding, creative direction, product merchandising and technology roadmap.  Defined and oversaw the complete redesign of the site including product assortment, pricing, naming convention, user flows, merchandising cadence and marketing promotional strategy. 

Note: TastingRoom.com was acquired by Lot18 in December of 2012.

TastingRoom.com

VP, Ecommerce

Oversaw the digital strategy and user experience for all web properties under the TRX Training umbrella. Managed the company's ecommerce function and drove conversion through feature development, data-driven A/B testing and merchandising for our digital flagship store. 

Delivered the company’s technology roadmap including a full site re-platform to Ruby on Rails, SalesForce and SilverPop integrations and a complete UX redesign that included each business unit’s (Consumer, Commercial, Education, Military, and International) objectives and functional requirements.

Performed internal requirements gathering, conducted vendor analysis, ran the RFP process and oversaw the translation of the site into nine languages and integrated the experience with in-country shopping carts for order processing and fulfillment. 

Activated and engaged consumers through digital marketing channels: SEM, SEO, Direct, Affiliate, Email, Influencer, Comparison Shopping Engines, Amazon, and Ebay. 

Drove the Ecommerce channel revenue contribution to 37% of company total and delivered YoY sales growth of +30%.

Rapidly grew the social media efforts to 120k fans, 49k followers and 5K YouTube subscribers in 10-months through outreach and UGC-focused campaigns. 

Recruited and managed the company's: Web Development, UX, Site Merchandising, Social Media, Digital Marketing, and Web Production teams.

TRX Training

Sr. Director, Ecommerce + UX

Responsible for the overarching user experience from content management to product merchandising to checkout functionality and usability.  Business owner of the Direct and SEO revenue channels for CafePress.com.  Develop and drive strategy for the website by identifying, prioritizing and managing the product development of efficient online experiences and interfaces. Recruited and managed the company's Web Development and Web Production teams.

CafePress.com

Director, Ecommerce

Business owner for the Macy’s online wedding and gift registry site, MacysWeddingChannel.com.  Managed capital budget, evaluated and prioritized project schedules based on ROI and Marketing needs for both macysweddingchannel.com and bloomingdales.weddingchannel.com.  Responsible for identifying and driving revenue generating opportunities to completion while nurturing business partner relationships.  Strategic owner of marketing tactics that support the overall online and in-store wedding and gift registry business for Macy’s. Recruited and managed the site's Web Production team.

Macy's.com

Director, Ecommerce + Marketing

Planned and managed the ECommerce launch of seven high profile beauty sites for Estee Lauder, Chanel and Clarins.  Coordinated and established departments required to support a bi-coastal company with partners all over the county.  Established productive partnerships with key members of both internal and external business units to support successful project development and execution. Managed the company's Project Management team.

Ian Hackett