IRONMAN / WORLD TRIATHLON CORP
Role: Senior Director, Business Unit | Duration: 2016-2019 | Impact: $5M Revenue in 18 Months
Challenge: IRONMAN needed to monetize its massive global athlete community beyond race registrations and create scalable digital revenue streams for coach certification and athlete development.
Solution: Built IRONMAN University from concept to launch - a comprehensive SaaS platform combining coach certification, athlete training programs, and mobile event management technology.
Results: Generated $5M in top-line revenue within 18 months while building a $2M+ standalone business unit and revolutionizing triathlon coaching certification globally.
Key Achievements:
Platform Creation: Developed and launched IRONMAN University SaaS platform for global coach certification
Community Building: Certified 3,000+ new IRONMAN coaches, creating largest triathlon coaching network
Digital Innovation: Built IM Tracker mobile app achieving 200,000+ downloads for event management
Marketing Efficiency: Increased response rates by 80% while reducing media budget by 50% through targeted digital campaigns
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 Sr Director 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%.
