Fat Earth Media

Fat Earth Media is a digital marketing agency with a soft-spot for mission-driven brands. Our goal is to elevate the baseline of consumer behavior, orienting consumers towards mission-driven brands as the most trustworthy and honest digital marketing agency promoting products of purpose.

CEO + Founder // Head of Growth Strategy

Good Joo Joo

5+ years experience in Digital Marketing, Project Management, and Business Strategy  with a demonstrated history of working in various industries. Skilled in Digital Acquisition, Marketing Strategy, Analytics, and CRM.

Digital Marketing Manager

Providence

Worked as a Project Manager who led Marketing and Business Development efforts for Providence's Texas operations which has offices in Austin, Dallas and Houston.  Utilizing his knowledge and capabilities with emerging technologies, John drove brand awareness and lead generation for Texas area offices. 

As Program Manager, John was in charge of identifying new business opportunities and driving revenue growth through new client partnerships. He leveraged progressive Digital Marketing technologies to drive brand awareness, generate new qualified leads, and to continue establishing Providence's presence in Texas as a leading authority in Environmental Consulting and Engineering. With an emphasis on efficiency and process improvement, John  focused on building new client relationships that were mutually beneficial and profitable.

Natural Resources Program Manager - Texas Operations

University of Georgia

M.S. - Environmental Sciences

Louisiana State University

Student Data Technician

US Forest Service

Worked as part of a team to delineate wetlands in high-risk public safety areas in the Arapaho and Roosevelt National Forests. In areas affected by Mountain Pine Beetle infestations we were charged with delineating wetlands in areas where hazardous tree removals were to take place. We used GPS receivers to record locations of high priority zones, managed this data through the use of ArcGIS software.

Biological Sciences Technician

I Worked as a member of a team collecting data on the status of wild salmon fisheries in Southeast Alaska. My duties included: conducting adult fish counts, trapping juvenile salmon, measuring and recording characteristics of juvenile fishes, in-stream habitat surveys, stream substrate analysis, and coarse woody debris counts. Completion of duties required long hikes and many physical challenges. In charge of documenting progress on the Harris River Restoration project, a large in-stream bank stabilization project.

Challenging and stewarding mission-driven brands with a creative-first approach to amplify their impact

Are you looking for a partner to amplify your impact and elevate the baseline of consumer behavior? 
If yes, read out more and let’s build a better future for the planet together.

My name is John. I am the founder and CEO of Fat Earth Media, an agency promoting products with a mission. 
I lead a diverse team of passionate and ethical marketers to help your mission-driven brand fulfil its vision.

We measure the work we do by looking at our clients’ impact. 
We have helped more than 150 brands and managed millions in ad spend.  
But what we are the most proud of are the 40k hectares of wildlife habitat protected and  the 391,000 pounds of food waste up-cycled.

Our mission is to elevate the baseline of consumer behavior, orienting consumers towards mission-driven brands.

We adopt a creative-first approach backed up by iteration and data to help you minimize waste and double-down on what works.

Don’t take our word for it, have a look at what our clients say and our case studies.

If you are a mission-driven brand, I would love to hear about your ambitions. 
Drop me a DM and let's get to know each other!

Alternatively, you can schedule a complimentary ad creative inspiration session to learn how to get the right ad creative for your brand: https://bit.ly/3Oc6knD

John Gross

ildsjela llc

Jewelry brand focused on the metaphysical properties and healing benefits of gemstone jewelry focused on sports/outdoors, conscious consumer space

•	Develop and launch assortment
•	Website setup, development, and launch
•	Channel Strategy
•	Forecasting and inventory
•	Go-to-Market 
•	Performance media
•	Social channels
•	Branding
•	Donate 1%< of net proceeds to benefit Mentally Disabled Veterans and their families

Chief Executive Officer/Founder

Multiple

Work with multiple CPG companies across:
-Pet - Food, supplement, toys
-Fashion - Women's 
-Health & Fitness 
-Supplements 
-Snack

Work with agencies and ad technology platforms:
-Technology - develop KPI executive dashboard with actionable insights
-Media Buying - $18b pet client to drive media performance and spend across all media types. Consolidated reporting
-Managed client accounts up to $60M/annual for Amazon Seller/Vendor accounts (fashion hard/softlines)

Executive Digital Growth Contractor

Havas Media Network

Managed $18B Pet client in the hard goods space
100.3% of annual sales target

VP of Connections Planning

Outward Hound - The Best Brands For Pets

• Grew remote team 1200% YoY – Defined positions, hires, headcount. Onboarded new employees and structured department. 
     • Recruited top-performers from professional network
• Create SOPs, Processes, and transferrable structures while unifying access across the department to reduce bus factor and decrease onboarding friction
• Built Weekly, Monthly, Quarterly, and Annual reporting structure and review process
     • Expanded to brand matrix structure in 2021 to maximize brand growth
     • Leveraged insights across the business to drive efficiencies and maximize resources
• Created distribution models that project growth within 10% 
• Developed strategies for increasing cost structure across e-commerce customers through IMAP enforcement
     • +ASP have led to cost increases (+GMR) and a re-negotiation of terms (-operating expenses) 
     effective 2021
     • Revised and guided implementation on IMAP policy and products based on cross-channel item 
     performance and price analysis
Performance Metrics
• International Sell-In Revenue +575%, Sell-In Units +535% H1 2021/2020
• +97% GMR, +82.1% Sell-In (+52.6% to budget), 2020 Y/Y
     • +2.30% GM, H1 2021 P/P
• +19% Sell-In, H1 2021 P/P
• +117% Sell-Through revenue, +83% Shipped Units, 2020 Y/Y
     • +62 Sell-Through, H1 2021 P/P
• +19% Average Sales Price (ASP) across e-commerce, 2020 Y/Y
     • +37% ASP, H1 2021 P/P
• +201% Ad Sales, +87% Ad Spend, +61% ROAS, +165% Conversion Rate, 2020 Y/Y
     • +182% Ad Sales, +250% Ad Spend, +24% ROAS, H1 2021 P/P
• Guide initial forecast sheet and process with the forecast manager, audited and revised in 2021
• 2020 July-December fill rate averaged 84% by revenue, 88% by Units

VP of E-Commerce

Sr. Director of E-Commerce

• Amplified holiday sales
• Planned 2020 growth strategy
• Began recruiting current e-commerce team

Growth Strategist

Charlotte's Web

• Establish and develop e-commerce retail strategy including go-to-market plan, pricing, packaging, and product strategy, forecasting and growth.
• Establish processes for scalability including digital shelf management for retail partners including SEO rich content, imagery, educational and promotional materials. 
• Drive iMAP monitoring and enforcement.
• Develop and manage relationships with retail partners and decision makers.
• Maintain and drive industry leadership across the CBD category by leveraging brand value and current CBD consumer knowledge.
• Activate platform and product launches through internal, cross-functional coordination with Sales, IT, Operations, Customer Care, and Brand teams. 
• Train, develop, and manage the E-Commerce Retail team to scale. 
• Provide shopper behavioral insights for product development and cross-channel optimizations.

Director of E-Commerce Retail

Amplio Digital

• Analyzed data and drove new strategies and insights around client advertisements, catalog, and digital presence.
• Acted as the interim Paid Media Director managing 70%+ client ad accounts. 
• Drove optimization strategy for internal and client revenue. 
• Drove client ad strategy activations and execution. 
• Optimized ad accounts across 7 global marketplaces. 
• Wrote SLAs and best practice guidelines for Amazon Ads. 
• On-boarded and trained team members with no prior Amazon Advertising experience. 
• Managed additional Amazon advertising opportunities through DSP and AMG.
• Created weekly business reporting structure to ensure system-wide visibility that drove operational, seasonal, merchandising, and advertising insights across GLs for resource optimization and unified operational health. 
• Drove efforts to expand agency digital service offerings.
• Drove new business referrals, service upsells, and retention.

Senior Digital Strategist

Outward Hound

• Manage digital presence, strategy, execution, planning, and calendar for Ecommerce products.
• Drive reporting and analytics for ROI across all channels.
• Identify, hire, and train 2 specialists to assist with ecommerce efforts.
• Maintain a strong relationship with Amazon vendor managers and AMS account managers throughout NA and establish and launch EU Amazon presence.
• Increase and optimize AMS spend, CSLDs, DOTDs, and Amazon AMG beta and campaign management and spend.
• Drive IMAP and online reseller/distributor agreements to protect product integrity through online channel sales.
• Drive IMAP enforcement and counterfeit sweeps.
• Create conversion-driving media and placements to increase traffic, conversions, and brand awareness through the DTC site.
• Collaborate cross-functionally with PD, PI, Ops, Marketing to optimize digital product media across Amazon A+ pages, Chewy.com, and outwardhound.com

Manager of Ecommerce/Amazon

Grindflow Management LLC

Provide digital marketing strategy, analytics and development across all channels including SEO, SEM, social, affiliate and content.

Digital Marketing & Strategy Consultant

•	Develop marketing budgets, strategies, and annual calendars for social, email, affiliate channels, as well as comparison shopping platforms.
•	Manage various cross-functional projects and teams to create rich, new content, launch new products, increase customer loyalty and engagement, and lead generation. 
•	Community manager for social media accounts including Google+, Pinterest, Instagram, Facebook, Twitter, and Tumblr. 
•	Analyze efficacy and provide metrics through social aggregators, email platforms, and Google Analytics.
•	Collaborate with developers to improve site UX, increase conversion, and optimize page layout for products and categories. 
•	Acquire buy-in from stakeholders and TPMs to develop and achieve various marketing goals.
•	Evaluate ROI and adjust marketing and e-commerce strategies accordingly. 
•	Provide monthly, quarterly, and annual progress evaluations.

Digital Marketing Manager | E-Commerce Manager

Prolitec Inc.

Prolitec.com (B2B):
• Plan and execute digital lead acquisition campaigns to Prolitec.com.
• Optimize digital campaigns across channels including website, SEO, SEM, content, paid social, email and affiliates.
• Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).
• Identify trends and react appropriately.
• Develop growth strategies.
• Plan, execute, and measure A/B and multivariate experiments.
• Analyze traffic patterns and optimize for seasonality, relevance, and selection.
• Collaborate with internal teams to create landing pages and optimize user experience.
• Collaborate with agencies and other vendor partners.
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate.

aeraforhome.com (B2C):
• Develop digital marketing campaign strategies for the launch of Prolitec Inc. consumer iOT smarthome scenting product.
• Execute e-commerce and lead generation activity through SEO, SEM, social media, seeding, nurturing, media buying and affiliate channels for the product launch.
• Adapt and strategize engaging marketing campaigns for scalability.
• Record and develop digital marketing best practices for maintaining brand voice and product goals across digital marketing channels.
• Perform campaign analysis and create recommendations to drive improvement, implement and sustain.
• Develop KPIs and weekly, monthly, quarterly and yearly reports.

Amazon

•	Provide Weekly (WBR), Monthly (MBR), & Quarterly (QBR) metrics. Review, analyze, and adjust traffic & content strategy accordingly.
•	Leverage customer analytics for UX-improving technological advances within the platform to automate merchandising, increase efficiency, achieve a more meaningful customer experience, and drive traffic/revenue to relevant content.
•	Optimize all traffic channels via targeting and testing, including homepage, search, promotional landing page, browse node, and detail page merchandising across desktop, mobile, and tablet experiences.
•	Manage the health and productivity of the men’s apparel automated and semi-automated email programs.
•	Manage cross-functional flash-sale site merchandising, affiliate, social, & email marketing timelines, execution, and launch.
•	Train and advise brand specialists and vendor managers on site merchandising, content, and traffic-driving strategy and placements in order to optimize results to align with brand goals.

Embedded Site Merchandiser | Men's Fashion

Consulting while building my own company ildsjela.com. 

Open to discussing FT opportunities with the right local or 100% remote position.

The proof is in the percentages. I love making businesses grow and E-Commerce is my jam. I grow strategies, teams, departments, and results remotely.

I have a Google partnership and support in all aspects of Google SEM. My credentials include Google (Analytics & SEM) and BrightEdge (SEO) certifications to compliment my 17 years of marketing experience. 

morgan.newberg[at]colorado.edu

E-commerce and integrated marketing professional. My background in anthropology brings a unique, customer-centric perspective to consumer analytics and behaviors. I thrive on improving the customer experience while strategically optimizing the digital sales pipeline and driving relevant traffic. Customers speak to me. My track record indicates I listen and deliver results. 

Specialties: Multi-Channel Digital Strategy, Leadership, Planning & Budgeting, Forecasting, Analytics, Search Marketing, Lead Generation & Acquisition, Project Management, Content Marketing, Promotions, Flash Sales, Social Marketing, Retention Marketing, Email Marketing.

taplio

The Battle

John Gross

Morgan Newberg

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