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CHIEF MARKETING OFFICER - WORLD GYM INTERNATIONAL

Role: Chief Marketing Officer | Duration: 2022-Present | Impact: $200M+ Franchise Growth

Challenge: Global fitness franchise needed to modernize brand positioning and accelerate international expansion in post-COVID market.

Solution: Pioneered AI-driven marketing transformation while launching innovative fitness programs and comprehensive franchise development strategy.

Results: 35% franchise sales increase, 40% membership engagement boost, 25% new member growth with 80% retention rate.

Key Achievements:

• AI Marketing Pioneer: First fitness brand to implement GAIO, reducing time-to-market by 40% and improving ROI by 300%

• Revenue Diversification: Introduced wellness packages and workshops, increasing total revenue by 20%

• Global Expansion: Led franchise development across international markets with record-breaking sales performance

VP MARKETING TECHNOGYM USA

Role: Vice President of Marketing | Duration: 2019-2022 | Impact: $10M+ COVID Recovery Growth

Challenge: Premium fitness equipment manufacturer faced massive disruption as commercial gyms closed during COVID-19 pandemic.

Solution: Rapidly pivoted from B2B to B2C strategy, developing comprehensive home fitness marketing campaigns and digital transformation.

Results: $10M+ sales increase during pandemic through strategic pivot to direct-consumer marketing and high-net-worth clientele development.

Key Achievements:

• COVID Pivot Success: Led company's fastest B2C transformation, achieving growth while competitors declined

• Lead Generation: Implemented campaigns generating 65% increase in high-quality leads

• Premium Positioning: Developed influencer and HNW clientele strategies for luxury home fitness market

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%.

GLOBAL BRAND MARKETING DIRECTOR WILSON SPORTING GOODS

Role: Global Brand Marketing Director | Duration: 2014-2016 | Impact: $40M+ Revenue Growth

Challenge: 100-year-old tennis brand needed modernization and digital transformation to compete with newer, tech-savvy competitors.

Solution: Complete brand redesign, digital transformation, and partnership with Roger Federer for signature product launch.

Results: 913% increase in digital reach, 55% above-forecast performance on signature racquet, $40M+ forecasted DTC revenue growth.

Key Achievements:

• Federer Partnership: Launched signature racquet generating 100K+ database growth in 4 months

• Digital Transformation: Increased conversion by 65%, reduced bounce rate by 42%

• Global Activation: 300+ grassroots events generating $10M incremental sales

• Brand Redesign: Complete visual identity overhaul while respecting 100-year heritage

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 INTERNATIONAL

Role: Vice President, Brand & Marketing | Duration: 2009-2014 | Impact: $60M+ Revenue Growth

Challenge: Fitness technology company needed to transition from single-product manufacturer to comprehensive wellness platform while expanding internationally and defending against emerging competitors.

Solution: Led complete product roadmap transformation, created "Brand Global/Activate Local" strategy, and launched revolutionary 7 Series with integrated SaaS digital coaching platform.

Results: Achieved $60M+ in revenues through 7 Series launch, increased e-commerce from 10% to 45% of sales, and won UK Marketing Community "Cool Brand" Award.

Key Achievements:

• Product Innovation: Developed 5-year strategic roadmap leading to 7 Series launch with integrated coaching software

• Digital Transformation: Introduced PowerTV SaaS platform increasing e-commerce sales by $17M+ over two years

• Global Strategy: Implemented "Brand Global/Activate Local" approach across international markets

• Market Leadership: Positioned Power Plate as #1 vibration training platform globally through comprehensive brand repositioning

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 FITNESS

Role: International Market Manager | Duration: 2007-2009 | Impact: $40M Revenue Growth

Challenge: Commercial fitness equipment manufacturer faced intense competition from emerging brands and needed to expand international presence while launching innovative connected fitness technology.

Solution: Led global marketing transformation including Nike+ partnership launch, developed comprehensive eLearning platform for dealer network, and spearheaded international expansion strategy.

Results: Achieved 10%+ global market share increase and $40M revenue growth through strategic partnerships and international market development.

Key Achievements:

• Strategic Partnerships: Led international launch of Nike+ integration and E-Series connected fitness line

• Market Expansion: Drove 10%+ market share increase across global markets through targeted positioning

• Innovation Leadership: Developed and launched eSpinner and eFitness system technology platforms

• Education Platform: Built eLearning solution for dealer network, growing subscriber base to 300+ in four months

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

Role: Managing Director | Duration: 2002-2007 | Impact: $800K to $20M Growth

Challenge: Italian medical device company needed to establish North American market presence for sports performance and medical diagnostic equipment in highly regulated healthcare market.

Solution: Built complete US operation from ground up including distribution network, regulatory compliance, product development, and strategic partnerships with major sports organizations.

Results: Grew business 2,400% from $800K to $20M+ over five years while establishing market leadership in sports performance diagnostics.

Key Achievements:

• Market Creation: Built North American presence from zero to $20M+ market leader in sports performance diagnostics

• Product Innovation: Developed The Fitmate for weight management and physical assessments, capturing emerging wellness market

• Strategic Partnerships: Secured product placements with NBC's The Biggest Loser, USA Soccer, Gatorade, and Life Fitness

• Business Building: Managed full P&L while leading 12-person team across sales, marketing, and technical support

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. 

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