Company Info for petmeds.com | IcebreakerMembers
As a former VP Marketing and CMO, I specialize in helping companies grow their marketing, with an expertise in performance media and Streaming TV advertising. My experience includes 80+ total companies, 50+ TV launches, 10+ leadership roles, 20+ exits.
I've managed over 50 launches of Streaming TV advertising, with many of the top media agencies and largest Streaming advertisers in the world, including DSW, Grove, Instacart, Kalshi, Masterclass, Nerdwallet, Ramp, Square, Thumbtack.
More recently brought in to advise on all the paid media advertising at Allbirds, Carter’s, DSW, Hello Bello and Instacart.
I've had over 10 VP Marketing or CMO leadership roles, across B2C (Travelocity, TripIt, WGT, Global Wine, Nerdwallet, Ethos Life, Backcountry) and B2B (GetThere, Kespry, Freebird, Productiv).
Some key leadership roles...
- Backcountry, Interim VP Performance - 6 mos, 15 people, spend >$10/mo, higher ROAS, acquired
- Ethos, Interim CMO - 12 mos, 10 people, spend >$10M/mo, 2x higher ROAS, >$3B valuation, pending IPO
- Nerdwallet, Interim CMO - 18 mos, 25 people, spend >$10M/mo, 2X higher ROAS, IPO, Super Bowl spot
I've contributed to over 20 client exits to date, including: Erie/Leaf, Figure/IPO, RemixAI/Asurion, Backcountry/CSC, Blinkist/GO1, Grove/IPO, Kespry/Firmatek, Shep/FlightCentre, Nerdwallet/IPO, Freebird/CapOne, WeFind/OutLoud, Choose Energy/RedVentures, WGT/Topgolf/Callaway, Seghesio/Crimson, Jimmyjane/Diamond, TripIt/Concur, WetFeet/Universum, Arrival/TelePacific, GetThere/IPO, GetThere/Travelocity-Sabre, Memco/IPO, Memco/Platinum, Cheyenne/IPO/Computer Associates
My experience includes…
- Strategy - product-market fit, segmentation, launch
- Branding - positioning, messaging, measurement
- Acquisition - CPC, CPA, CPI, CAC, ROAS, LTV, CLV
- Performance - search, shop, affiliate, social, retargeting, display, video, audio, app, TV
- Attribution - models, incrementality, MTA, MMM
- Growth - A/B testing, funnel optimization, CRO
- Content - strategy, SEO, social, influencer
- Mobile - ad networks, app store, MTA/MAT, ASO
- TV - performance TV, streaming TV, OTT, connected TV, CTV, linear TV
- Offline - direct mail, radio, print, OOH, events, sponsorships
- Lifecycle - CRM, email, push, notifications, SMS
- Marketplaces - two-sided supply and demand
- Gaming - virtual goods, monetization, DAU, MAU, ARPU
- B2B - sales teams, demand gen, lead scoring, ABM
- PR - media, blogger, influencers, analysts, speaking, awards, PPR
- Finance - budgeting, analytics, analysis
- Management - exec teams, boards, teams, hiring, coaching, mentoring 
