Good Trouble Pets

Most recently, I assumed leadership of this distressed business and applied the expertise and principles I gained from scaling a billion-dollar business to turn the business around within 6 months. I set the strategic direction, oversee new product development, and source inventory.

Highlights include that I already:

➟ Launched our brand and product lineup on Amazon. In doing so, we’re on track to achieve impressive revenue growth, with projections indicating that we’ll reach more than $750K in sales over the next 12 months.

➟ Released a new product line to expand into sustainable dog chews; researched, sourced, and set up new marketing campaigns.

➟ Transitioned all operations from Georgia to Utah and updated procedures and SOPs to increase margin and ensure a seamless customer experience (CX).

Chief Executive Officer

iFIT

I propelled the launch of the iFIT business under the ICON Health & Fitness umbrella in 2010, from ideation to hiring to business growth and management. Throughout my tenure, I was a key player in growing the business from scratch to 400+ employees, $300M recurring revenue, and 1M+ paid subscribers. 

In 2021, ICON Health & Fitness changed its corporate name to iFIT Inc. (“iFIT”) after its proprietary software platform, representing its shift from a legacy hardware business to a subscription/software business.

Within the same timeframe, I was promoted as a strategic partner to the Chief Experience Officer and Chief Strategy Officer, tasked with building scalable brand strategies across all the iFIT brands. I led a team of 140 people across business intelligence, sales, marketing, CRM, software development, and product development, and managed a $150M budget.

Highlights include that I:

➟ Designed complete customer lifecycle journeys for a seamless onboarding experience, achieving a 40% lift in customer engagement and a 5% reduction in churn rate. Implemented, tracked, and optimized critical KPIs.

➟ Formed strong collaborations between internal teams and stakeholders to determine the optimum pricing strategy and position an international rollout expansion in Canada, Australia, New Zealand, and Europe. Localized price offerings and languages to enhance international LTV and decrease churn rate across the subscription network.

➟ Implemented crucial business and membership pricing changes by replacing first-year free package purchase with month-to-month billing cycle with a 30-day trial period, leading to 35% growth in LTV.

➟ Delivered 27% margin growth in the blended hardware and subscription business by overhauling membership pricing strategy.

Vice President – Member Experience

While serving as the VP of Member (Customer) Experience, I spearheaded an M&A team in the integration of 85 personnel and 12 major systems from the Australia-based business, Sweat, under the umbrella of iFIT. I aligned and created strategic tools, team structure, content creation, and KPIs as per iFIT standards.

➟ Devised innovative customer engagement strategies to integrate Sweat’s women-focused mobile app into the full fitness offering from iFIT and cross-promote both apps within each network. 

➟ Worked closely with the lifecycle marketing team to cut customer acquisition cost 12% while also reducing churn 250+ BP within the first 90 days.

➟ Optimized Sweat’s content offering by cross-selling equipment while generating social followings to secure new and upcoming trainers on the platform. Directed the Sweat trainer network of 8 industry-leading influencers and female trainers.

General Manager – Sweat

In 2019, as growing the subscription business became a strategic priority, I was promoted to position go-to-market media campaigns, including OTT and paid media, to fast-track equipment sales and acquire new subscribers. I led and mentored a team of 14 direct reports comprising CRM, social, and media buyers with a focus on acquisition, onboarding, engagement, and retention.

➟ Produced accurate data models to highlight at-risk customers with personalized outreach, resulting in a 600-basis point reduction in churn rate.

➟ Piloted multimillion-dollar trade shows domestically and internationally, overseeing all aspects of retail activations and experiential stores to scale the global market footprint, brand awareness, and critical sales relationships.

➟ Surpassed the company’s top 3 hardware brands in brand awareness, setting iFIT on a trajectory to acquire ~600K new customers each year and growing to 7M total customers and 1M paid members by July 2021.

➟ Secured product placement in industry-leading stores, including Best Buy, Best Buy Canada, JB HiFi, El Corte Inglés, Amazon 4-Star stores, and Dick's Sporting Goods in partnership with the Chief Revenue Officer (CRO) as well as globally distributed teams.

➟ Lobbied for and championed the introduction of leading-edge digital tools, including Salesforce Marketing Cloud additions, Branch.io MMP, OneSignal, Contentstack, and Qualtrics to sell, monitor, target, and engage prospective customers.

Marketing Director – iFIT Customer Experience Team

I guided the expansion of the initial marketing team comprising 13 personnel in key areas to promote company growth. 

➟ Identified an opportunity for a new revenue stream in collaboration with business partners and set out to launch the subscription business. 

➟ Spearheaded a rebranding project to reposition the existing branding to an interactive video experience, opening an international market, including Europe, Australia, New Zealand, Asia, and South America.

➟ Created a paid membership platform through extensive multivariate testing to determine optimal annual and monthly subscription fees, scaling the business from zero to $75M by 2019. 

➟ Achieved and maintained profitability, including up to 82% margin by running a lean and aggressive team.

➟ Conceptualized and launched new, forward-thinking touchscreen products—a 3-year process—that included a new user interface and provided an immersive user experience (UX). The new screen hardware memberships now account for ~80% of iFIT revenue.

Marketing Manager – iFIT Marketing Team

➟ Mentored and supervised a team of 17 interns and FTEs tasked with supporting customized strategy building for 6 pages on all social media platforms. 

➟ Deployed diverse customer engagement strategies to increase the following by 2M+ within 6 months. 

➟ Developed the company's first paid social media budget and influencer strategy, generating 4X Return on Advertising Spending at its peak.

Social Media Specialist

As a dynamic customer experience leader, I have a demonstrated record of growing revenue through new product development, marketing, branding, and partnerships.

I develop and champion the long-term customer experience vision, curating a process to assess all aspects of customer health and identify gaps, weaknesses, and opportunity in the customer journey. 

As a leader, I apply an empowering style that encourages collaboration and fosters a culture of accountability, continuous improvement, and results.

Areas of Expertise
 
Strategic Planning & Execution • Marketing & CX Strategy • Business Development • Growth Strategies / Scaling • Internal & External Communication • Customer Journey Mapping • Acquisition, Onboarding & Retention • Budget Management & Forecasting • People Leadership & Development • Cross-Functional Collaboration • Product Development • Customer Experience (CX)

Chase Watterson

Newsletter strategist and email marketer focused on building and executing targeted B2B and B2C campaigns directed by user data and behaviors.

• Strategize, develop, and optimize lifecycle tactics to find, nurture, and convert new prospects.
• Monitor and report on core KPIs to identify areas for improvement.
• Monitor performance data and trends to inform the team.
• Work to support key business goals (margin, revenue, average order value, etc.) through strategic choices.
•  Build and schedule campaigns and automated flows inside Hubspot, Klaviyo, and other enterprise ESPs.
•  Ideate and write copy for workflows.

Newsletter Strategist + Email Marketer

SEO-focused editor, writer, and content strategist with a demonstrated ability to drive results. My experience includes developing and executing editorial strategies aligned with brand objectives and updating and refreshing evergreen commerce content based on seasonality and search trends. 

Refreshes include fact-checking, revising copy and images, and overhauling pieces with new reporting and editing.

Content Strategist, Writer

Outside

Managed the operations and growth of 40+ daily/weekly editorial newsletters and email-based products, reaching more than 10 million people daily.  
• Owned strategy, researched customer usage, satisfaction, and interests related to existing newsletters, and identified new opportunities for increasing newsletter engagement. 
• Determined the best KPIs for measuring newsletter success and deployed strategies with editorial, marketing, ad ops, and product to achieve these KPIs, including building an A/B testing roadmap to optimize subscriber acquisition and retention as well as other engagement metrics.
• Developed and owned regular reporting, including recommendations focused on driving traffic, conversions, and revenue.

Email Strategist

Developed and implement a membership content strategy for both the brand verticals and network, utilizing syndication, social media, print, newsletters, video, events, and digital. 
• Collaborated with a team of editorial, product, technical, and marketing partners to drive conversion to paid membership via editorial content strategies, and paid and organic social media.
• Developed keyword opportunities for content creation and updates; prioritized an SEO roadmap based on impact, level of effort, and risk to help acquire new traffic through search.
• Engaged membership and pre-membership audiences to enhance the community experience.

Membership Growth Editor

Pocket Outdoor Media

Curated, sourced, and produced food, recipe, and nutrition content for three national cooking- and nutrition-focused print and digital media brands.
Created engaging content to grow and retain audiences through content planning and strategy. 
Improved on-page SEO, reviewed technical  SEO issues and recommended fixes, and conducted in-depth keyword research and analysis.
Collaborated with recipe developers, food stylists, photographers, and other creators.

Senior Digital Editor, Food & Nutrition

Active Interest Media

• Curated and edited high-quality SEO-optimized digital content for Clean Eating,  Amazing Wellness, and Better Nutrition websites, as well as social media platforms and weekly newsletters. 
• Oversaw daily and long-term editorial strategy for the brands, including identifying and assigning article ideas and packages, and editing articles. 
• Crafted a systematic approach to SEO analysis, including in-house and 3rd party tools. 
• Generated and analyzed performance reports for all platforms.
• Reviewed and optimized all new and updated content, guiding the work of in-house editors and freelance writers to ensure published content met deadlines and brand standards.

Senior Digital Editor, Health & Fitness

• Led content strategy and operations to drive audience growth and engagement, revenue opportunities, and innovation for two custom health and fitness publications for Vitamin Shoppe.
• Communicated editorial strategies, enforced deadlines, prioritized assignments, and projects; set individual goals and growth paths, and balanced budgetary and staff resources. 
• Conceptualized, organized, and planned photoshoots.

Editor-in-Chief

Strong leader who directed the successful rebranding and redesign of Oxygen magazine, which resulted in a 40% increase in newsstand sales and a 50% increase in website traffic.
• Developed editorial calendar with robust tentpoles designed to grow and engage audiences for a national bi-monthly fitness publication.
• Managed interdepartmental workflows; managed departmental budgets. Assigned, edited, and wrote departments and feature articles, as well as captions, headlines, subheads, and cover lines. Facilitated photoshoot planning and execution.

Editor-in-Chief, Oxygen Magazine 

Formulated a digital content strategy, successfully increasing year-over-year traffic and online community growth.
• Wrote and edited all content for three fitness-focused websites and social media platforms, and launched and produced a weekly newsletter. 
• Instituted site-wide SEO improvements to increase audiences.
• Directed digital products, including redesign and re-platforming of three websites.

Digital Editor 

Creative Impact  Agency

• Project managed the execution of large-scale integrated marketing campaigns, directly supporting client objectives. 
• Collaborated across teams to build and develop complex digital campaigns and tools for clients, including the design and development of awards campaign websites.
• Facilitated and maintained effective communication with all stakeholders throughout the project lifecycles
• Created and maintained a marketing campaign calendar, while deeply understanding the necessary stages of the campaign lifecycle (briefing, strategy, and execution).

Project Manager

Muscle & Fitness

Executive Editor

Managing Editor

Weider Publications

Managing Editor, JUMP Magazine

Petersen Publishing

Managing Editor, Special Interest Publications, Motorcycle Group

Advertising Coordinator, MTB magazine

Copy-edited multiple monthly and bi-monthly magazines, including Dirt Rider, Bicycle Guide and MTB.

Copyeditor

Results-driven email marker with a passion for crafting innovative strategies that elevate brands and drive growth. With a keen eye for consumer insights and an in-depth understanding of the ever-evolving digital landscape, I have a proven track record for developing growth and retention strategies. 

Technology: Google Analytics • Semrush • aHREFs  Webmaster Tools • Parse.ly • Amplitude • Hubspot CRM Platform • Klaviyo •  WordPress • Tempest/Maven • HTML • CSS

taplio

The Battle

Chase Watterson

Maureen Farrar

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