Mar 2021 – Jul 2023 · 2 yrs 4 mos

Feb 2018 – Feb 2021 · 3 yrs

• Simply Framed helps you put the things you love on your walls. We combine the personalized service of a frame shop with a guided online experience to make timeless custom framing easy, affordable, and available from home. We also offer comprehensive trade services to help artists and designers expand their businesses and spread the joy of art.

Jan 2013 – Jan 2018 · 5 yrs · Greater Chicago Area

• Responsible for all aspects of consumer marketing development, operations, and technology as well as $37MM P&L spanning online, offline, and affiliate consumer marketing.
• Oversaw all aspects of lead acquisition and qualification for sales teams submitting over $700MM in annualized premium.
• Planned and optimized customer journeys of over 60 million consumer interactions per year via email, text, and phone.
• Deployed next-generation optimization platform, increasing qualified leads by 38% and inbound calls by hundreds a week at no incremental cost in less than 45 days.
• Designed and launched GoHealth’s first non-health marketplace, increasing revenue per online visitor by 327% and reducing effective cost per lead by nearly 30%.
• Led strategy and tactical execution of growth plan for Live Transfer product delivering over 75,000 qualified live transfers in 30 days.
• Increased Net Promoter Score from 28 to 72 in 4 months using social engineering, triggered sends, and personalized messaging, accumulating more than 500 public reviews without incentives.
• Led strategy, UX, and media sourcing of next-generation online health insurance application. Responsible for optimizing media and user flow to a near 50% completion rate, creating millions in incremental revenue, and outselling our internal sales team of 74.
• Led design, development, launch and optimization of the first private exchange to sell subsidized health coverage under the Affordable Care Act including live national media promotion.
• Oversaw development of real-time decision engine leveraging live representatives for call screening with an interactive voice response backup. Increased revenue by 20% with no additional media spend, and cut consumer contact revocations by 50% within 60 days of launch.
• Doubled lead volume from 3MM to 6MM in fewer than 24 months while maintaining direct margin and reducing lower quality partner-provided leads from 26% to 7%.

Jan 2009 – Jan 2012 · 3 yrs · Greater Chicago Area

• Full P&L responsibility for consumer lead acquisition business unit including design and functionality of technology solutions, analytics, and management of development, call center, and marketing teams.
• Responsible for P&L topline and margin for consumer acquisition including all aspects of creative, development, media spend, call center. 110 employees and $35MM Revenue.
• Built and launched live transfer call center division, creating new lead monetization stream for calls and purchased data. Grew revenue rapidly every year $1MM (’11), $3MM (’12), $7MM (’13), $14MM (’14) at 40% margin.
• Doubled year over year lead volume to nealy 3MM qualified leads while reducing lower quality partner-provided leads from 51% to 26%.
• Increased contribution margin on lead business from 25% to 34% year over year through effective sourcing and process optimization while maintaining topline revenue.
• Designed and oversaw the launch of SMS platform that created hundreds of applications for marquee health carriers at CAC below $3.15 per application compared to $1,000 for direct channels.

Jan 2006 – Jan 2009 · 3 yrs · Greater Chicago Area

• Direct responsibility for lead volume, cost, and contribution margin for rapid growth internal and external consumer marketing demand generation business unit.
• Grew topline from $6MM to $25MM from 2006 to 2009, maintaining target contribution margin.
• Negotiated and designed online partner marketing agreement adding $7MM in yearly contribution margin and 24/7 transaction capabilities.
• Hired, trained and supervised lead generation team of 13 including Marketing, Affiliate, and Development resources.
• Redesigned lead form UI, increasing conversion by 30% in 30 days.
• Selected and deployed multivariate testing stack, resulting in nearly 2x increase in web visitor conversion quarter over quarter.

Jan 2005 – Jan 2006 · 1 yr · Greater Chicago Area

• Led internal and external organic and paid search engine marketing teams for both B2C and B2B lead generation, increasing production 200% year over year while maintaining margin contribution.
• Oversaw the design, creation, and optimization of several hundred health and life lead generation websites. Expanded team from 1 to 6 employees.
• Moved search engine marketing in-house, reducing cost per lead by 50% and increasing volume 3x.

Jan 2004 – Jan 2005 · 1 yr · Greater Chicago Area

• Responsible for new client onboarding, website development, SEO.
• Promoted to department head within 6 months.

Jan 2012 – Apr 2018 · 6 yrs 3 mos · Greater Chicago Area

• (sold to private party in 2018)
• Elate Yoga brings the personal attention of private and small group yoga to any location. As the first to develop a comprehensive focus on private, corporate, and residential yoga, we have been a local pioneer since inception. If you see one of our Smart cars zipping around the city feel free to honk or wave!